Since 1969, the Parker brand has stood as a beacon of Strength, Simplicity and Seaworthiness producing exceptional hand-crafted center consoles, bay boats and sport cabins. The following document is designed to help you share and engage our unique brand identity to ensure Parker Offshore’s position as the brand of choice for boat owners, adventurers and recreational enthusiast around the world.
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OUR TRADITION The Parker Brand Dealer Support
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OUR POSITION The Customer Tagline(s)
OUR BRANDING Color Palette Logo
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Typography
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Active Lifestyle Photography
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Product Photography
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OUR MESSAGE The Parker Brand The Parker Voice

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PARKER OFFSHORE T H E B R A N D B E A C O N
P O I N T S
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PARKER | TRADITION
PARKER | STRENGTH
As a family-owned business, Parker understands that tradition matters. Located along the coastal Outer Banks of Beaufort, North Carolina, an area world-renowned for over 200 years in the tradition of hand-crafted, custom boat building. Hand hewn along the demanding coastal waters, commonly referred to as “The Graveyard of Atlantic,” where boats were of necessity, it was here where Parker Boats was born.
Early on, Parker learned first-hand the importance of its time-tested lamination schedule, heavy-duty stainless steel hardware, and reinforced hull. Providing a vessel, not only to get you there and back, but with a lifetime of enjoyment and rugged fish-ability.
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OUR TRADITION
All Parker Offshore boats are hand-laid from the finest roll stocks and resins available. No detail is ever too small to be considered unimportant in a Parker Boat.
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PARKER | SIMPLICITY
PARKER | SEAWORTHINESS
Parker Offshore does not aspire to offer only form and function. Simplicity is where we began our journey. Within the experience of a Parker Boat each adventure signals the true Parker difference. The simplicity, of a refined line, softened seating, a smooth journey in the shallow and rougher waters with the everlasting comfort and sanctuary for your family from our over half a century of expertise.
Founded in a small fishing village known as Harkers Island, along the coastal Outer Banks of North Carolina, The Parker brand is naturally forged in the ways of the water. “Working on the water was a way of life here.” The demanding coastal waters, commonly referred to as “The Graveyard of the Atlantic”, stamps our boats out of necessity, each built to be seaworthy, versatile and reliable. From the fishing grounds and back again.
OUR TRADITION
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PARKER OFFSHORE DEALER
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OUR TRADITION

SUPPORT
PARKER | DEALER SUPPORT
Parker Offshore believes that servicing the customer is our brand’s number one (1) priority. Our support to each dealer is centered on delivering the best possible owner experience through operational efficiency, excellence and relentless pursuit of product quality from build to boating. 1. The production of a high quality product that maintains lasting value. 2. Marketing support that inspires brand awareness and enables dealer reach to target markets and consumers through innovation, vibrancy and versatility. 3. Collaboration with manufacturer design, engineering, product testing and innovation to ensure the longevity of your Parker brand. 4. Sales support with a dedicated sales and product training team. 5. Service support that provides detailed product information to best enhance the service experience.
OUR TRADITION
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OUR POSITION
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PARKER OFFSHORE THE CUSTOMER O U R
P O S I T I O N
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PARKER | CUSTOMER MARKETS
PARKER | ACTIVE LIFESTYLES
Our boaters love to see and be seen on their Parker. They are experienced boat owners and want a professional-grade, seaworthy, smooth travel vessel that communicates their love for the outdoors. While they have owned boats in the past the Parker owner expects superior service and prefer a trustworthy dealer who provides uncommon attention that a Parker owner deserves.
A Parker owner embraces the outdoors and champions their passion for living each moment on the water, under a vibrant sun and clear blue sky. Our owner’s pursue life to its fullest, active in every way. They proudly share their desire for a professional grade, high quality vessel with friends and family, fully enriched by the joys of boating.
PURCHASE POSITIONS + Reliability - A brand that is known for timeless, consistency.
PURCHASE POSITIONS + Reputability - A brand with a proven record of excellence.
+ Renown - A brand with distinct “social currency” that signals they own the very best.
+ Vitality - A brand known for rugged outdoor performance regardless of activity..
+ Professional Grade - A brand that is recommended by experts
+ Professional Grade - A brand that gives ownership peace of mind from build-through-boating.
OUR POSITION
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OUR POSITION
34.7 -76.6 ALWAYS EAST

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Regardless of market, our most loyal Parker brand customers share some common values: + Parker owners are active, successful individuals who seek to share their love of the water + Our owners want the best professional grade boat that reflects their enthusiasm and those who surround them. + Owning a Parker Boat is an act of alignment with their personal values and an affirming statement of vitality, dependability and loyalty.
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STRENGTH | SIMPLICITY | SEAWORTHINESS
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PARKER | TAGLINE(S)
Parker Offshore carries brand speciďŹ c tagline(s) that act as shorthand for what we value and equally what our customers expect from us. Parker owners embrace the inherent value of living active lifestyles with a passion for the water. Our three core values are expressed in our tagline(s).
STRENGTH | SIMPLICITY | SEAWORTHINESS: our core values are expressed in our most powerful tagline which serves as a marker of distinction for the Parker Offshore brand. Three simple words convey what our customers feel every time they throttle forward aboard a Parker Boat.
The Tradition Continues: the embodiment of our brand history and forward vision. This tagline speaks to current and future owners conveying our uncommon commitment and relentless pursuit.
OUR POSITION
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OUR BRANDING
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PARKER | COLOR PALETTE Color is the most fundamental and powerful tool that brings the Parker brand to life, creating visceral association, mood and feeling. Color is paramount in establishing the identify and strength of Parker Offshore. PRIMARY COLORS Powder Blue, Flat Black, Gunmetal Grey and Metallic Silver are the official primary colors of Parker Offshore.
TPX 14-4214 RGB 150,179,209 HEX 96B3D1
TPX Flat Black RGB 16,24,32 HEX 101820
TPX 18-0306 RGB 92,93,91 HEX 5C5D5B
TPX Metallic RGB 138,141,143 HEX 8A8D8F
SECONDARY & ACCENT COLORS Sandy Tan, Ice Blue, Custom White, Abaco Green, Horizon Blue are secondary/accent colors that compliment and highlight the Parker Offshore brand. To be used sparingly as accents, mainly in typography.
OUR BRANDING
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PARKER | LOGO
OUR BRANDING

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PRINTING THE LOGO IN A SECONDARY COLOR The Parker logo should only be printed in colors from the primary palette. In some cases black is also acceptable on legal, contractual documentation. For unique situations dealers and their marketing teams must consult with Parker Offshore’s Marketing Team prior to alteration and print.
USE OF THE RAISED PRODUCT EMBLEM The Parker badge/raised emblem that appears on boats is for product use only and shall not be used for marketing or affixed to other materials, objects or items. For unique situations dealers and their marketing teams must consult with Parker Offshore’s Marketing Team prior to alteration and print.
OUR BRANDING
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PRIMARY LOGO Color photography is our primary method to express the vibrancy of the Parker Offshore brand, the logo will often NOT appear in photo when it is boldly visible on the product itself. However, when overlaying the logo dealers and their marketing teams are strictly limited as to its use, placement and color. The Parker tagline “The Tradition Continues”, should generally be omitted from the logo. It is appropriate for use in brand-level materials produced by the manufacturer.
SECONDARY LOGO Where a logo is not being used in tandem with an image, dealers are authorized to use either black or our primary silver color(s). If printing metallic ink is not an option, the silver may be substituted for our primary Gunmetal color. Dealers and their marketing teams may not alter, amend, color or render the Parker logo without the express permission from the manufacturer.
DO NOT USE OR ALTER Our legacy logos were with red accent were used in the past to add vibrancy to our communications. We no longer use the multi-colored legacy logo and dealers should cease using those as well. Additionally, dealers and their marketing teams may not alter, amend, color, re-color or render the Parker, Parker Boats and Parker Offshore logo, its taglines and registered marks without the express permission from the manufacturer. Your diligence in ensuring consistency of our brand imagery is synonymous with our fine attention to detail. OUR BRANDING
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PARKER | LOGO PLACEMENT
OUR BRANDING
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Monteserrat ABCDEFGHIJKLMNOPQ RSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 0123456789 Monteserrat Thin | Monteserrat Thin Italic Monteserrat Extra Light | Monteserrat Extra Light Italic Monteserrat Light | Monteserrat Light Italic Monteserrat Normal | Monteserrat Normal Italic Monteserrat Medium | Monteserrat Medium Italic Monteserrat Semi Bold | Monteserrat Semi Bold Italic Monteserrat Bold | Monteserrat Bold Italic Monteserrat Extra Bold | Monteserrat Extra Bold Italic Monteserrat Black | Monteserrat Black Italic
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PARKER | TYPOGRAPHY Parker Offshore is a strong professional grade brand. Our typography should reflect the same values. Parker typography just like our imagery is Strong, Simple and Seaworthy, it serves as our brand voice in distinctive yet familiar manner. MONTESERRAT: is a powerful, sans-serif font that appears clear and concise. The characters are versatile and display uniformly in all forms. The font has a depth, weight and cut that promotes endless flexibility for copy, headlines, subtitles and bold highlights. The typeface is inspired by the traditional signage found among the Montserrat neighborhood of Buenos Aires, Argentina which is only accessible by boat. AVENIR: is the only alternate and replacement font for non-print communications or wherever Monteserrat is not an option.
FONT PACKAGE The Monteserrat and Avenir font famil(ies) can be easily downloaded from www.fonts.google.com or your favorite font repository. Both are open licensed typeface files.
OUR BRANDING
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OUR LIFESTYLE

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OUR LIFESTYLE
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PARKER | ACTIVE LIFESTYLE PHOTOGRAPHY Parker Offshore tells our brand story through active moment-driven photography. People vibrantly enjoying both place and product evoke a visceral emotion that are the foundations of our Parker experience. Our iconic imagery is the central pillar from which all of our brand and marketing strategies originate. To access Parker Offshore’s collection of product, event and lifestyle photography for use in your approved marketing efforts: + Visit our Dealer Dropbox + Locate your desired image(s) or creative file(s) + Click download + No additional purchase necessary
Product Image Best Practice(s): + Use only approved, current imagery in marketing pieces. + Use one strong image in a cover design. + Product imagery should bleed (extend beyond the edge of the page) on all four sides. + Images should feature a Parker product with the current silver raised logo in an active lifestyle setting. + Never overlay text across more than 25% of the image set. + Use only approved, current imagery in marketing pieces.
OUR BRANDING
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OUR MESSAGE 
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PARKER OFFSHORE OUR MESSAGE A N C H O R
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P O I N T S
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PARKER | MESSAGE DO’S
PARKER | MESSAGE DONT’S
Consider the brand first. Ask, “Does this message tell the world what we as a brand value and believe in?”
Lead with pricing as a value point or proposition. Pricing as leverage only creates short-term customer engagement of the “getting a deal” sentiment. This does not create meaning and lasting relationships with our potential customers and does not ensure they are selecting the right brand.
Think of the customer first and foremost. Their aspirations, dreams and motivations are emotionally driven toward experiencing our product and sharing that with their friends and family.
Overemphasize features, uses and benefits. Assume advertising is the only point of brand awareness and influence that we have with prospective Parker Offshore owners. Ads and promotions DO NOT have to say everything.
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OUR MESSAGE
The Parker point of view is always delivered to our customer base as an active voice, vibrant, casual and confident message. We speak from a long tradition and know our owners are similarly experienced boat enthusiasts. Parker products are the envy of many and the pride of their owner’s. The Parker|Lifestyle is one lived never lamented.
WE’RE COUNTING ON YOU. There has never been a more important time to commit, express and live the Parker Offshore brand. It is critical that we treat our brand with Strength, Simplicity and Seaworthiness anchored by uncommon customer service and support. It starts with these guidelines. Learn it, Commit to it. Communicate it. The Parker family of dealers are counting on you.
QUESTIONS? info@parkerboats.net
OUR MESSAGE
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STRENGTH | SIMPLICITY | SEAWORTHINESS
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PARKER OFFSHORE, 2570 NC HWY 101 BEAUFORT, NC 28516