Felson Brand Guidlines
V. 1 2020
Contents
1.0 About the Brand P. 04 - 05 2.0 Logo Overview P. 08 - 11 3.0 Typography P. 14 - 15 4.0 Color Palette P. 18 - 19 5.0 Stationary Grid System P. 22 - 29 6.0 Brand Presentation P. 32 - 37
Table of Contents
02 - 03
Brand Overview
These are our brand guidlines which explain how to use the Felson Gear Company brand identity features with confidence and clairaity. The Felson logo is an importnat set of the company, providing a legal trademark and guarentee of quality. These guideline demonstrate the flexablility within our brand identity and should be used to inspire and motivate creative expression. Our identity, sporty color palette, and modern typography style take part in creating a distinct framework for what makes us Felson Gear Company.
Felson Brand Guidlines
V. 1 2020
05
About the Company
Felson is a clibing and hiking gear company started by two guys who have a passion for west coast climbing. As a couple of broke college students, we realized there was struggle to find good quality gear within our budject. That’s when Felson Gear Co. was born. Our promise: to create affordable, high quality gear for our city. Felson Gear has become one of the LA city’s most admired brands. The reasons for that are not souly because of the uniqueness and high standards of the gear we produce. It’s the passion and attention we put in every detail to give them something that will last.
Felson Brand Guidlines
2.0
V. 1 2020
06 - 07
Logo Overview
Felson Gear ’s logo is a symbol constructed from simple shapes. It was made to mimic the look of a mountain peak’s view into a sunset. At the same time the shape of this icon resembles that of a “map pin” often assosiated with digital maps.
Felson Brand Guidlines
Primary Logo
01. Primary 02. Logotype 03. Logo Lock-up
The Felson primary logo must be applied to all communication materials, press releases and used across all marketing events. Though not nessesary, you have the option to pair this mark with a typed our version of our name. If this is the case, the logo should always be center aligned.
01
09
Primary Logo
02
03
Felson Brand Guidlines
Secondary Logo
01
02
11
Secondary Logo
01. Primary Secondary Usage 02. Secondary Logotype
The sleek, simplicity to our secendary logo is what makes this a good complimentary logo for Felson Gear ’s primary logo. This mark is only to be used where a second space in an project or set needs to be filled. For example, when creating designs for a set of new merch such as tshirts, the primary mark does not have to be the only one used. This mark was created to provide you with variety. Never use this mark in the main face of our stationary items mailed to clients.
Felson Brand Guidlines
3.0
V. 1 2020
12 - 15
Typography
Gotham is our corporate typeface and should be used in all instances where typography is required. Applying the correct weights and sizes will help give a unified look across all applications.
Felson Brand Guidlines
Typography
The font provides us with a wide variety of styles to use giving us an oppertunity to always have the most economical, efficient, clean and modern brand. We use three weights of Gotham: Book, Medium, and Black.
Gotham AaBbCc
15
Gotham Black Size: 12 pt Leading: 20 pt Tracking: 80
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()
Gotham Medium Size: 12 pt Leading: 20 pt Tracking 80
Size: 12 pt Leading: 15 pt Tracking 100
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()
Gotha m Book a bcdefghijk lm nopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@# $%^& *()
12345
Felson Brand Guidlines
4.0
V. 1 2020
16 - 19
Color Palette
The Felson Gear Co. brand is bold and distinctive. Our color palete is meant to feel athletic and young in order to attract a target audience and keep them comign back. The variety of tones shown are used for flexibility. There are an additonal 3 tints available for each of our primary colors; however, the full tinted option for each color is to be used whenever possible.
Felson Brand Guidlines
Error Red CMYK: 17 100 100 8 RGB: 191 32 38 HEX: bf2026
Slate Grey CMYK: 18 13 15 0 RGB: 208 209 207 HEX: d0d1cf
Dark Grey CMYK: 64 56 52 28 RGB: 88 88 91 HEX: 58585b
Navy Blue CMYK: 98 84 46 51 RGB: 12 35 63 HEX: 0c233f
Error Red
Slate Grey
100%
100%
75%
75%
50%
50%
25%
25%
Color Palette
19
Dark Grey
Navy Blue
100%
100%
75%
75%
50%
50%
25%
25%
Felson Brand Guidlines
5.0
V. 1 2020
20 - 29
Business Systems
In this section you will find all the required sizing and grid notes that must be followed when appliying the official Felson Gear Co. logo or wordmark to any stationary print material.
Felson Brand Guidlines
30 px
35 px
Front
ELSON
CLIMBING GEAR Co .
20 px
36 px
Back
JOHN FELSO N (X.3) 913.872.4868 john.felson@gmail. com
FELSONGEAR .COM
6 px
6 px
Buininess Cards
Application of the Felson Gear secondary mark on the business cardis the only exception. All other stationary material must alwasy utilize the Felson Gear Primary logo mark as noted on page 9.
23
Felson Brand Guidlines
Envelopes
When reproducing the logo, be conscious of its size and legibility. To ensure quality reproduction in print, the signature must appear no smaller than 8p in width. For best practice, the logo should be placed to the left or right margins of any given application.
Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212 Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212
Ashley Garcia 8509 W 135th St. Overland Park, KS 66212
25
Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212
20 px
Ashley Garcia 8509 W 135th St. Overland Park, KS 66212
6 px
Envelope Dieline View
Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212
36 px
Felson Brand Guidlines
Mailer Invoice Sample
7200 W 106th Street Overland Park KS 66212 USA
FELSON Gear Co. Billed To
Date Issued 05/06/19
Invoice Number 0000005
Amount Due (USA)
$ 100.00
Due Date 06/15/2019
DescriptionR
Size
ate
M/L1
Felson Gear Co.
john.felson@gmail.com
QtyL
$230.00
(owner)
ine Total
$230.00
Subtotal
$230.00
Shipping
$5.00
Tax
$10.00
Amount Paid
$130.00
Amount Due (US)
$100.00
FELSONGEAR.COM
Letterhead
The Felson Gear Invoice letters are made with a 11 column grid system. This allows for a clean presentation of complex information. The use of this grid will help to achieve a consistent look and ensure that all type elements line up correctly.
27
Felson Gear Co.
29
All Stationary
Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212 Felson Gear Co. 7200 W 106th St. Overland Park, KS 66212
Ashley Garcia 8509 W 135th St. Overland Park, KS 66212
Felson Brand Guidlines
6.0
V. 1 2020
30 - 37
Brand Presentation
These are our brand guidlines which explain how to use the Felson Gear Company brand identity features with confidence and clairaity. These are our brand guidlines which explain how to use the Felson Gear Company brand identity features with confidence and clairaity to advertise throughout our city.
Felson Gear Co.
Retail Print Advertising
01. Stickers and Badges 02. Clothing Tags 03. Shopping Bag 04. Shoe Box
The Felson primary logo must be applied to all retail print materials found in and out of the store. For this piece you have the option to use the secondary mark where seen fit.
O
FE
C
MA D
C
E
S R
C LIM BE
IN SUNN CA
OUR
R
BY CLIM
Y
ION SS
ATIVE M I RE THE PROMISE TO CREATE AFFORDABLE GEAR FOR OUR L S CITY ON EAR G
FO
climbing gear made in sunny California.
E
RS BE
FELSON Gear Co.
MAD
1
USA
33
Retail Print Advertising
2
3
4
Felson Gear Co.
Further Retail Branding Samples
The Felson primary logo must be applied to all retail print materials found in and out of the store. For advertising and retail fashion pieces you have the option to use the secondary mark where seen fit.
Furher Branding
33
Felson Brand Guidlines
Web Elements
A Favicon serves as further branding for our website and an easier way for visitor to find our tab when multiple tabs are open. Its important to always utilize Felson Gear ’s primary logo mark for this piece.
37
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Rock Climbing Destinations Rock climbing is a sport in which participants climb up, down or across natural rock formations or artificial rock walls. The goal is to reach the summit of a formation or the endpoint of a usually pre-defined route without falling.
EXPLORE
Felson Gear Co. creative mission: Made by clibers for climbers. We promise to create affordable gear for our city.
WHO WE ARE Felson is a clibing/hiking gear company started by two guys who have a passion for west coast climbing. Read More
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