B R A ND + ST Y LE G U IDE
TA BLE O F
CO N T E N TS
01 02 03 OUR MISSION (4-5)
THE LOGO (6-9)
TYPOGRAPHY + STANDARDS (10-15)
Our story...One bike at a time.
An introduction to the six three zero Logo
An Introduction to six three zero brand font DIN Next Pro and Myriad Pro, and how to apply the harmony and contrast with bold and light.
04 05 06 COLOR PALETTE (16-17) An introduction to the six three zero color palette.
PHOTOGRAPHY (18-19)
ICONOGRAPHY (20-21)
Photography guidelines.
Say anything with iconography.
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O UR MISSION WE’D LOV E TO MA K E AN IM PACT. . . E ND WO RL D HU NG E R O R C REATE WO R LD P E AC E , BUT WHI LE W E WO R K O UR WAY U P TO THAT, WE WANT TO MA K E PEO PL E ’ S LI V E S J U ST A L IT TL E BE T TE R . . . O N E BIK E AT A TI ME
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BRAN D + STYLE GUIDE
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T H E LO GO The six three zero brand is a visual system that communicates the heart of our work and our identity. This style guide outlines all written, visual and graphic elements that comprise our brand.
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The Symbol
the wordmark The combination mark: Our logo is where it all begins, it’s like the seed of our visual identity. It provides our typographic style and it’s blunt, yet clever, simplicity is at the core of it all of our communications.
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OU R LOG O IS O U R VI S UAL IDENTITY
B L ACK LOGO V ERSI ON
OUR LOGO IS IMPORTANT...SO DON’T CRAMP IT’S STYLE, LET IT HAVE THE SPACE IT NEEDS AND DESERVES. WH I T E LOGO V ERSI ON
EXCLUSTION ZONES. Our logo is important, it should be given space, allowed to be noticed. The best way to do this is to use the following guide to ensure that nothing encroaches too close to the logo. This simple system is totally scalable and is based upon measurements from the logo itself, so whatever you are placing the logo at the footer of a newspaper, advertisement,
PAD D E D SAF E Z O NE
or plastering it across the side of a bus, you can ensure that it has the space it deserves.
MINIMUM SIZE REPRODUCTION 90 px
48 pt.
P RINT
DI GI TA L MINIMUM PADDED SPACE IS EQUAL TO THIS WIDTH
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BAC KGROU ND U SAG E LOGO TYPE 1 (White Font) BLUE
LIGHT GRAY
NOW. NEAR.
LOGO TYPE 1 (Freeman Blue Font)
NOW. NEAR. DARK GRAY
NEXT
BLACK
WHITE
NEXT PHOTOGRAPHY
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U SE THIS F O N T The six three zero brand embodies the sans serif font of the boldness of the DIN Next Medium font with the lightness of the DIN Next Ultra Light font. DIN Next is a typeface family inspired by the classic industrial German engineering designs, DIN 1451 Engschrift and Mittelschrift. Akira Kobayashi began by revising these two faces-who names just mean condensed” and “regular”-before expanding them into a new family with seven weights (Light to Black). Each weight ships in three varieties: Regular, Italic, and Condensed, bringing the total number of fonts in the DIN Next family to 21. DIN Next is part of Linotype’s Platinum Collection. Linotype has been supplying its customers with the two DIN 1451 fonts since 1980. Recently, they have become more popular than ever, with designers regularly asking for additional weights.The abbreviation “DIN” stands for “Deutsches Institut für Normung e.V.,” which is the German Institute for Industrial Standardization.
DIN Next Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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OUR BRAND’S VISUAL IDENTITY IS BUILT ON THE FOUNDATIONS OF THE DESIGN PRINCIPLES OF HARMONY AND CONTRAST. THE AGE-OLD RULE GOES AS FOLLOWS: CONCORD OR CONTRAST, BUT DON’T CONFLICT. WE LOVE THE DUO PAIRING OF DIN NEXT WITH MYRIAD. THE ENSEMBLE CREATES A MAGNIFICENT HEADLINER (IN ALL CAPS), WHILE THE MYRIAD CAN STANDALONE AND TELL THE STORY IN THE BODY OF TEXT AND GET THINGS DONE.
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A C O N SPIRAC Y O F H ARM O N Y + CON T RAST Our brand’s visual identity is built on the foundations of the design principles of harmony and contrast.
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DIN Next Pro Medium
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN Next Pro Medium
DIN Next Pro Ultra Light
Aa Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
DIN Next Pro Ultra LIght
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This useful headline weight speaks with the force of its moniker. Apply in contrast to the harmony of the Ultra Light DIN PRO Next. D I N N EX T P RO M E DIUM + DIN NEXT PRO ULTRA LIGHT
This weight is our workhorse. When readability is a priority, longer blocks of text are not only respectfully presented to the reader with clarity, but also with a sense of clean, airy style. Apply in contrast to the bold font of DIN Next Pro Medium D I N N EX T P RO M E DIUM + DIN NEXT PRO ULTRA LIGHT
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Font: DIN Next Pro Medium + DIN Next Pro Ultra Light Size: There is no size restriction, but maintain a good level of contrast to body text + Sub Headlines Caps: All Caps Tracking: 100
RI DIN G POSITION S U B- H E A D LIN E TEXT Font: DIN Next Pro Ultra Light Size: There is no size restriction, but maintain a good level of contrast to body text + Headline Caps: All Caps Tracking: 100
RIDE ON AIR BO DY Font: DIN Next Pro Ultra Light Size: There is no size restriction, but maintain a good level of contrast to Headline + Sub Headlines Tracking: 0
Our frame geometry is specifically designed to keep the rider in an upright position.
DIN Next Pro Ultra Light
H EA D L INE TEX T
10/12 pt Full Justified
You need a bike to ride to your buddy’s house. To get groceries from down the street. To get to the beach. For you, a bike isn’t a lifestyle; it’s a way to move a few blocks without having to get in your car. You’re not really a “trail guy” or need to feel what speeding 100 mph down a hill feels like. You’d rather enjoy the ride and take in the sights. Our Around The Block cruiser is the perfect bike for the casual rider.
DIN Next Pro Medium
TEX T TALK
DIN Next Pro Ultra Light
Ideal for riders 5’-6’2”, with adjustable seats and handlebars, this bike is basically a couch on wheels. Wide cruiser handlebars, a cushioned comfort saddle and high-density foam hand grips, the Around the Block is designed with the riders’ comfort in mind. With a single speed gear system and coaster brakes, this bike is reliable and easy to use, even if you only ride a few times a year.
DIN Next Pro Ultra Light
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This bike is like a coffee date, casual, laid back and with no commitments. Made to be relaxing, comfortable and ready whenever you get an itch to ride. We understand not everyone is as crazy as riding bikes as us, which is why we created an affordable, low maintenance bike for every man. Perfect for casual rides and requiring low maintenance storage, whenever you do decide to ride you’ll love every second.
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HERE ARE A FEW KEY TYPE STYLES TO GET YOU STARTED. STICK TO THESE AND WE’LL SEE AN EXCELLENT LEVEL OF CONSISTENCY ACROSS ALL OUR COMMUNICATIONS. YOU WILL ENCOUNTER SITUATIONS WHERE YOU NEED TO STEP OUTSIDE OF THESE STYLES. THAT’S FINE BUT STICK TO THESE SIMPLE RULES.
SIMPLE R U L E S Use only DIN Next Pro Medium and Ultra Light All Headlines + Sub Headlines are all caps Maintaining legibility and clarity is always the key objective Don’t run more than 9/10 words to a line, it becomes too difficult to read Use DIN Next Pro Ultra Light on larger amounts of copy of 50 words or more
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U S E T HIS C O LO R COLOR PALETTE. The six three zero brand’s primary colors are dark gray, white & black with that pop of blue. They can be applied equally as seeing our logo accommodates easily into both. The secondary colors should be used as highlights.
HEX #262626
RGB R37 | G38 | B38
CMYK C70| M63 | Y62 | K
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WITH THESE COLORS WHITE
BLACK
BLUE
HEX #ffffff RGB R255 | G255 | B255 CMYK C0 | M0 | 0Y | K0
HEX #000000 RGB R0 | G0 | B0 CMYK C0 | M0 | Y0 | K100
HEX YELLOW 012 RGB R55 | G185 | B283 CMYK C4 | M0 | Y3 | K0
We have adopted a strict color palette which is restricted of these colors.
LIGHT GREY
RED
YELLOW
This gives the brand a very unique
HEX #ECECEC RGB R236 | G236 | B236 CMYK C4 | M3 | Y3 | K0
HEX #FF3366 RGB R255 | G51 | B102 CMYK C0 | M83 | Y31 | K0
HEX #FFCC00 RGB R255 | G204 | B0 CMYK C0 | M14 | Y92 | K0
zero to be distinguished instantly.
look and feel that enables six three
The colors are never to be used as tints or shades. Only use the colors shown in the exact mixes (HEX, RGB + CMYK) depending on your medium.
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USE IMAGERY LIKE THIS
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PHOTOGRAPHY. MAKE IT PERSONAL. Imagery is one of our most important brand assets. Make it....candid & real, macro & micro, place & personality, presence of authenticity. Avoid the generic look of typical stock photography. All photography must be high-quality and approved. Images should be clean, crisp, in-focus and contain subject matter relevant to our brand.
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U SE ICO NS 20
CRUISER
HYBRID
ICONOGRAPHY. There are ways to express yourself through the six three zero symbol library. Our iconography style aligns with our personality and echoes the foundational elements of our brands. The icons are characterized by simple, flat, art with a thin style that harmonizes with our logo.
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COMFORT
COMMUTER
CITY
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