BRAND STANDARDS MANUAL
CONTENT
1 THE BRAND PURPOSE 3 THE LOGO 5 7 Logotype 9 Lockup Options 11 Clearspace 13 Minimum Size 15 Texture 17 Misuses COLOR 19 21 Color Palate 23 Logo in Color 25 Backgrounds 27 Misuses
TYPOGRAPHY Type System TOUCHPOINTS
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THE BRAN 1
Bora Cooler Supply is an American owned company located in Upstate Greenville SC. Our mission is to provide high quality certified brand name coolers and accessories so your next adventure will be your best yet.
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PURPOS 3
The purpose of this manual is to give a clear understanding of the Bora brand. Our entire brand image and reputation lie in the way we present ourselves. Your compliance with these guidelines will serve to create a strong, stable brand image and help us maintain a unified voice. All questions pertaining to this document should be directed to the Bora team at marketing@bora.com
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THE LOG 5
The Bora logo is the core of our brand. In the following pages you will observe both correct and incorrect uses of our brand’s logo. Using the logo in disobedience to this manual is strictly prohibited. Please read this manual carefully and comply willingly.
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LOGOTYPE The Bora logotype is made of three distinct parts: the wordmark, the symbol, and the brandmark. The Bora logotype must always be made clearly visible, appropriately sized, and displayed in its proper brand colors.
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Brandmark
Wordmark
Symbol
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LOCKUP OPTIONS To allow for brand flexibility the Bora brandmark can be applied in five different lockup options. Lockup options (seen to the right) are as follows: The symbol, the wordmark, and the full logotype.
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CLEARSPACE Clearspace represents the minimum space necessary around the brandmark. Defining clearspace is necessary to maintain brand consistency and avoid corrupting the brand image. For all Bora lockups clearspace will always be defined by the height of the negative space in the middle peak (x).
= X
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X X
1/2 X
X X
X X
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MINIMUM SIZE To maintain a consistent brand identity it is important that all variations of the logo be clearly visible whenever used. The sizing scale to the right is given to indicate that smallest sizes to be used across the entire Bora logo set.
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.25”
.25”
.37”
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TEXTURE The Bora logotype has two different print and display forms. One for universal use and one for alternative use. The universal logotype has a texture overlay as you have seen in the prior pages. This texture is specific to the logo and should never be used with or replaced by other textures. The alternative logo does not have texture. This logotype should only be used when it is not possible to incorporate a grunge texture, such as in an embroidery. To the right you can see the Bora logo both with and without the texture overlay.
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With Texture
Without Texture
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MISUSES To maintain a consistent brand identity it is important that the bora logotype be used consistently and uniformly. The corresponding images give a few examples of incorrect usage of the Bora logotype.
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no shrinking too small
no adding extra texture
no excluding symbol
no stretching
no tilting
no effects
COOLER SUPPLY COOLER COOLER SUPPLY SUPPLY no reflecting
no unapproved lockups
no changing fonts
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COLO 19
The Bora brand colors are essential in providing brand recognition. It is important to understand how to use our brand colors correctly to best facilitate brand consistency. On the following pages you will view the Bora color palate as well as correct and incorrect uses.
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COLOR PALETTE Shown to the right is the complete Bora color palette. The primary bora brand colors are black, grey, and orange. All other colors are secondary and should never be used as colors for the logotype.
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R 0 G 0 B 0
R 83 G 94 B 91
R 89 G 145 B 145
R 243 G 115 B 33
R 226 G 202 B 141
C M Y K
C M Y K
C M Y K
C M Y K
C M Y K
25 68 67 90
57 50 56 27
68 29 42 3
0 68 100 0
12 18 51 0
HEX 000000
HEX 535E5B
HEX 599191
HEX F37321
HEX E2CA8D
Process Black C
P 176 - 11 C
P 126 - 4 C
P 30 - 8 C
P8-3C
Process Black U
P 176 - 11 U
P 126 - 4 U
P 30 - 8 U
P8-3U
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LOGO IN COLOR The coloration of the Bora logo is an essential element in establishing brand recognition. The primary colors for the logo are the Bora orange, grey, and black. The white version of the logo should only be used when other color verisons become illegible on certain backgrounds.
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BACKGROUNDS Whenever an image is used as a background for any version of the Bora logotype only the black and white versions should be used. The white logo should be used on darker, low key images and the black logo should be used on lighter, high key images. The best types of images are clean, out of focus and have overall lighter or darker values.
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MISUSES To maintain a consistent brand identity it is important that the bora logotype be used consistently and uniformly. The corresponding images give a few examples of incorrect usage of the Bora logotype on different backgrounds. These rules apply across the entire Bora logo set.
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no using unapproved colors
no reducing opacity
no placing logos over faces
no placing dark logos on dark backgrounds
no placing logos on busy backgrounds
no placing light logos on light backgrounds
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TYPOGRAPH
The Bora typographic system is designed to be clean, modern, and inviting. This typographic system applies to all aspects of the brand identity including signage, digital media, collateral materials, and the Bora logotype.
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TYPE SYSTEM To the right you can view the entire Bora type system. Our system includes the two type families Brandon Grotesque and Univers. Only the weights and styles of both families displayed on the following page should be used. Take note that: All headers should be set in Brandon Grotesque Bold All body copy should be set in Univers condensed or roman.
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Univers Light Condensed Univers Light Condensed Oblique Univers Condensed Univers Condensed Oblique Univers Bold Condensed Univers Bold Condensed Oblique Univers Light Univers Light Oblique Univers Roman Univers Oblique Univers Bold Univers Bold Oblique Univers Black Univers Black Oblique
Brandon Grotesque Thin Brandon Grotesque Thin Italic Brandon Grotesque Light Brandon Grotesque Light Italic Brandon Grotesque Regular Brandon Grotesque Regular Italic Brandon Grotesque Medium Brandon Grotesque Medium Italic Brandon Grotesque Bold Brandon Grotesque Bold Italic Brandon Grotesque Black Brandon Grotesque Black Italic
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OUCHPOINT
The materials we use to communicate our brand identity are just as important as our identity itself. In the following pages you can see how these materials allow the Bora brand to take on a new life outside of its digital form. Materials shown include: stationery, website, koozies, stickers, and apparel.
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Š Bora Cooler Supply 2015