Hunter brand guidelines by SASTG

BRAND GUIDELINES

2009

THE HUNTER BRAND GUIDE LINES

Hunter is an iconic brand of which we are very proud. We maintain a consistent brand image and visual identity globally. In order to help you conform to our policy, we have compiled these Hunter brand guidelines. The aim of our guidelines is to provide information and clarification on all brand identity matters. This will ensure that our visual identity remains consistent worldwide and instantly recognisable. These guidelines serve as a reference tool and are to be used in conjunction with the formal marketing approval process* at Hunter. If you require clarification on any brand identity issues please contact the marketing team at marketing@hunter-boot.com.

Thank You The Marketing Team at Hunter Boot Ltd

*approval of artwork All artwork containing the visual identity of the Hunter brand, or Hunter product imagery must be approved by the marketing team. Please email pdf format files to marketing@hunter-boot.com for approvals. Please allow up to 2 working days for approval.

HUNTER BRAND GUIDELINES

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CONTENTS HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HAND CRAFTED

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER LOGO This is the Hunter trade mark. It is bold and iconic – much like the Hunter brand. Our logo mixes strong typography with our corporate palette to create a powerful mark that is both timeless and instantly recognisable. To ensure our logo is always used to its full potential there are a few simple rules to follow detailed within this section. • The Hunter logo is a registered trade mark and must not be altered or modified in any way. • All packaging and advertising bearing the Hunter logo should include the Hunter trade mark line in order to identify that it is a property of Hunter Boot Limited. This should read “HUNTER is a trade mark of Hunter Boot Limited. (c) 2009 Hunter Boot Limited.”

HUNTER LOGO

The logo should be applied to all Hunter communications as the main identifier of our brand. It should be used in a clear, considered manner to ensure legibility.

16mm

MINIMUM SIZE

The Hunter logo should appear strong and visible and therefore it cannot be used below the minimum size of 16mm.

• The logo consists of the word Hunter together with a red frame. The logo is never to be used without the red frame. • The logo features the corporate palette consisting of black, white and Hunter red (PMS 185). • The logo can be obtained in digital format from the marketing team at Hunter, contactable at marketing@hunter-boot.com. • All logo usage is subject to the approval process* at Hunter.

LOGO BACKGROUNDS

The Hunter logo should only appear on black or white backgrounds where possible. Exceptions to this rule will only be made in the cases of product design and photographic imagery.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER LOGO To maintain consistency on marketing communications the following guidelines must be adhered to when typesetting the logo.

EXCLUSION ZONE

Our logo is an integral part of our heritage and must never be altered. To protect the integrity of the Hunter logo we have created an exclusion zone that no other graphic elements should encroach upon. The size of this zone is defined by the height of the ’H’ of the intended mark. The depth should be equal top and bottom and also on both margins.

EXCLUSION ZONE ROYAL WARRANTS Warrants should be 50% of logo width

The Royal Warrents must be positioned above the logo using HALF the height of the Hunter ‘H’ as a guide (this height determines the exclusion zone around the logo). They should also be positioned centrally to the width of the Hunter logo. The H height exclusion zone should also be observed above and around the Warrants as well. The combined width of the Royal Warrants is always half the width of the Hunter logo. Please use the layout example as a guide to proportions.

MONOTONE HUNTER LOGO

On rare occasions when colour printing is not an option a monotone version of the logo may be applied. This logo version is only to be used when four colour process printing is not available and subject to permission from the marketing team. Examples of this may include black and white newspapers, adverts or trade press.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

UNACCEPTABLE LOGO APPLICATIONS The Hunter logo is an integral part of our brand that should remain clear and consistent at all times. To ensure our logo is kept sacred there are specific rules that should never be broken.

DO NOT DISTORT THE LOGO The Hunter logo is a registered trade mark and no attempts should be made to distort, stretch or modify itâ&#x20AC;&#x2122;s proportions.

DO NOT CROP THE LOGO The Hunter logo should always be centred along the vertical line where possible. If aligned left or right it must never be cropped and should appear fully visible and in its entirety.

DO NOT USE COLOUR BACKGROUNDS The Hunter logo appears on a white background. No attempts should be made to modify the logo. Exceptions to this rule will only be made in the case of product design and photographic imagery.

in collaboration with

BRAND X DO NOT MAKE ADDITIONS TO THE LOGO The logo is complete in itself. Under no circumstances must additional items be placed within the logo frame.

in collaboration with

BRAND X DO NOT OMIT THE RED FRAME The Hunter logo consists of the word Hunter, the outer frame and the corporate palette. Under no circumstances must the outer frame be omitted.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER EMBLEM As a brand Hunter has an amazing history spanning back over 150 years. To celebrate this heritage we have developed the Hunter emblem. Originally known as the North British Rubber Company, Hunter was registered as a company in Edinburgh during September 1856. During this period the ‘NBR’ used a thistle motif as their emblem to emphasise the Scottish roots within the company.

16mm

HUNTER EMBLEM

MINIMUM SIZE

The Hunter emblem today is a modernised, simplified version of this original mark. Subtly linked to a genuine milestone in the Hunter history, the new emblem defines our heritage and strengthens our position as a luxury brand. 8mm

•

All emblem usage is subject to the approval process* at Hunter. HUNTER EMBLEM NO DATE MINIMUM SIZE

USING THE HUNTER EMBLEM The Hunter emblem may be used to support the Hunter logo, it does not replace it. It may be used in conjunction with the logo on materials such as packaging (boot boxes) and used in product design as a design detail and brand identifier (embroidered badges, button design, etc). The Hunter emblem should always feature the date which is central to the brand heritage. The exception is when it is used as a minute detail in product design where the date would be illegible.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

ROYAL SEAL OF APPROVAL The Royal Warrants have been awarded to Hunter in recognition of their services to HM The Queen and HRH The Duke of Edinburgh. The Royal Warrants are highly sought after as they demonstrate excellence and superior quality. They are a valuable brand asset and a great endorsement to our brand heritage. •

The Royal Warrants should be used in general Hunter brand communications where possible.

•

The Royal Warrants should be used on black or white backgrounds and grouped together, side by side as shown.

•

All Royal Warrant usage with regard to the Hunter brand name is subject to the approval process * at Hunter.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

USING THE ROYAL WARRANTS Hunter recommend that you refer to ‘www.royalwarrant.org ’ for rules of use when using the Royal Warrants. There are however some simple rules outlined on this page. •

The Royal Warrants must never be used without the accompanying descriptive text, positioned as shown.

•

The Royal Warrants must never be stacked one on top of the other.

•

A Royal Warrant should not be duplicated in any field of vision (an example of this would be on a carrier bag where the Royal Warrants were placed on the front and repeated along the gusset of the bag).

•

The Royal Warrants cannot be used on co-branded collateral as they have been awarded to Hunter only and cannot be used to endorse another brand.

•

All Royal Warrant usage with regard to the Hunter brand name is subject to the approval process * at Hunter.

Never use the royal warrants without the accompanying text

Never stack the royal warrants, they must appear side by side

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER PRINT The Hunter print is inspired by the red frame of the logo. Combining the frame with an equally weighted double line creates a distinctive, ownable pattern that can become as recognisable as the logo itself. The Hunter print is a design feature of Hunter products, used in various sizes and colours, most noticeably on boot linings.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

CORPORATE COLOURS The Hunter Primary colour palette is bold and simple - based around our iconic logo. The majority of our brand communications use only the corporate colours of white, black and Hunter red (PMS 185). â&#x20AC;˘

When designing brand communications the main colours should be either black or white and the Hunter red should serve as a highlight.

BLACK Pantone Process Black C40 M40 Y40 K100 R0 G0 B0

WHITE C0 M0 Y0 K0 R255 G255 B255

HUNTER RED Pantone185 C0 M90 Y75 K0 R238 G64 B67

CORPORATE COLOURS The corporate colours are those used in the logo. The main colours of all communications will be black or white and the Hunter red can be used as an accent to emphasis specific details.

COOL GREY Pantone Cool Grey 10 C0 M2 Y0 K60 R128 G126 B130

SECONDARY COLOUR The Hunter secondary colour cool grey, works primarily as a tint when colouring the Royal Warrants or the emblem when working on black backgrounds. It may also be used to complement the primary palette in brand communications.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER TYPEFACES The Hunter brand employs two typefaces: Akzidenz Grotesk which is a modern san serif and Hercules which is a more traditional serif. The juxtaposition of these two typefaces creates tension when used together and reflects both the contemporary and historical roots of our brand. Note: When setting type for the web the two headline fonts should be used as placed files - for live text Helvetica or Times New Roman can be used.

Akzidenz Grotesk Super ABC abcde 1234 Akzidenz Grotesk Super, Headline Copy

Akzidenz Grotesk Extra Light ABC abcde 1234 Akzidenz Grotesk Light, Functional Body Copy

Hercules Medium ABD abcde 1234 Hercules Medium, Headline copy

Hercules Medium Text ABD abcde 1234 Hercules Medium Text, Brand Body copy

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER HEADLINES The combination of the two Hunter typefaces are extremely important to our brand and how we communicate. Akzidenz Grotesk Super provides a bold, contemporary feel to the brand whilst Hercules Medium offers an elegant and more traditional edge to our typography. It is by putting these two contrasting styles together that creates an impact when we speak and provides a powerful typographic style that Hunter can own.

ESTABLISHED

1856 ROYAL SEAL

OF APPROVAL CREATING ICONIC HUNTER HEADLINES When writing Hunter headlines use a combination of Akzidenz Grotesk Super and Hercules Medium, both in uppercase. The combination works well to accentuate the duality of the Hunter brand, the fashionable and the functional and creates a powerful tension in our typography with the traditional and modern. Akzidenz Grotesk Super can be used on top or underneath Hercules Medium when creating headlines. When using these typefaces the letters should be kerned closely together with the leading set tightly so the words sit closely together. There is no a set rule for this so the type will have to be set individually according to use. Some examples of our typography are contained within this document.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER BODY COPY Hunter have two typefaces for use in body copy. For emotive brand stories such as press releases, marketing collateral, point-ofsale materials etc, Hercules Medium Text should be used. When writing more factual and functional information, such as product descriptions, trade catalogues, price lists etc, Akzidenz Grotesk Extra Light should be used. As with our headline fonts, we have two typefaces to use when laying out body copy.

Emotive brand copy in Hercules Medium Text Our History ‘The first Hunter Wellington boot emerged courtesy of American entrepreneur Henry Lee Norris who set up the famous rubber footwear factory in Scotland. Ever since then, we’ve been mastering the art of making Wellington boots, introducing revolutionary technology, the best new materials and a unique process that improves the boot’s performance under the toughest conditions. Apart from that, we’ve stayed true to the original principles established over 150 years ago.’

Informative body copy in Akzidenz Grotesk Extra Light The Hunter Original sets the benchmark for our boots. When it was first launched it broke all established rules: lightweight, neat fitting and above all, comfortable. It is now a symbol of British life. The Hunter Original boot can still put in a hard day’s work (or play), doing the job for which it was designed.

Hunter Body Copy Typefaces Hercules Medium Text should be used when talking about the Hunter brand. For example, press releases, marketing, promotional materials, etc. Akzidenz Grotesk Extra Light is used for informative body copy. For example, product specifications, care instructions, etc. Note: Both of these typefaces are set to auto leading and 0 kerning when in use.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TyPOGRAPHy TONE OF VOICE BRAND PROTECTION IMAGE STYLE

OUR HISTORY

ESTABLISHED

1856

A MARK OF EXCELLENCE

The first famous Hunter wellington was seen back in 1856 when Mr Henry Lee Norris, an American entrepreneur, landed on Scottish soil in search of a rubber company.

In 1977, HRH The Duke of Edinburgh awarded Hunter his Royal Warrant and then in 1986, we were privileged to be granted a warrant from HM The Queen.

We’ve been mastering the art of welly making ever since, introducing revolutionary technology, the best new materials and we have invented a special, secret process that makes a boot that can be relied on to perform under the toughest conditions for years. But other than that we’ve stayed true to the original foundations set over 150 years ago.

ROYAL SEAL OF APPROVAL

HUNTER TyPOGRAPHy IN PLACE Shown above are two examples of Hunter typography in use. The colours within the spreads are either majority black or white utilising the Hunter red as the highlight colour. On both spreads the headline is contained on the left hand side using both Hunter headline typefaces. The type is justified centrally and scaled to align on each side - Hunter type can either be set like this or justified right. Both headline typefaces are used as this is an essential part of our typography style. On the right hand side of both spreads, Hercules Medium Text is used as we are talking about the Hunter brand. Akzidenz Grotesk Super is used for headings. On the right hand-side spread we have used a large ‘Q’ to make a typographic statement - the elegant nature of Hercules Medium allows us to use our typography in an editorial style which gives it a contemporary and fashionable edge.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER TALK The way Hunter speaks is another integral part of our brand. We have our own way of talking that must be kept consistent across all our communications. An outline of the Hunter tone of voice is provided on this page.

DIRECT INTELLIGENT INCLUSIVE ENGAGING HUNTER STYLE All Hunter communications use language that speaks clearly and directly to an intelligent, informed audience anywhere in the world. The Hunter brand embraces all ages and the language will subtly change according to the audience of adults, teenagers or children, as will the visual imagery. The tone of voice will always be friendly and inclusive. Original ideas and experiences play a major part in the Hunter world and we like to share these with our audience in a playful, warm and engaging manner. When using English, Hunter language is in the third person using full sentences and punctuation, avoiding glib clichĂŠ, jargon and fashionable street talk. Hunter wants to break down barriers, not seclude people with language.

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

HUNTER TALK We have addressed the Hunter tone of voice and the style in which we communicate. A more detailed account is shown on this page, giving a personal insight into the characteristics of the Hunter speaker.

WITTY HUMOROUS ENERGETIC INSPIRATIONAL HUMOUR Irony, wit and good-natured humour are hallmarks of the Hunter style. There is a cheeky Tongue-in-Cheek side to Hunter humour, it can be whimsical which is very British but never too slapstick or coarse in content. This would simply not be the Hunter image! DYNAMIC YET GROUNDED Hunter occupies an energetic and inspirational world, holding strong opinions yet open to new ideas. Life is an exciting mix of challenge and opportunity but Hunter remains grounded and in touch with the human side through community, family and friends. HUNTER VOCABULARY IN Original, adventurous, instinctive, eccentric, fun, colourful, urban, reliable, fashionable, personal, familial. Words such as cool, edgy and hip are used descriptively with reference to our product designs. OUT Slang, street talk, colloquialisms and swear words are strictly off limits!

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

BRAND INTRODUCTION Sometimes there is a need to introduce the Hunter brand to colleagues and those who may not already know us. When introducing our brand you may find it helpful to use the following introductory copy.

Hunter represents an aspirational lifestyle shared by people around the world. Whether your landscape is urban or rural, one true constant is Hunter’s unique attitude of elegant confidence and reliable performance. The Company was founded in 1856 by Mr Henry Lee Norris, an American entrepreneur who landed on Scottish soil in search of a home for his boot making company. During the Wars our mills ran day and night to produce a sturdy boot suitable for the conditions in flooded trenches; consequently, the Hunter boot gained a trusted reputation and popularity. Hunter is proud to have the rare honour of two Royal Warrants. That of HRH The Duke of Edinburgh was originally granted in 1977 and was followed by the Warrant of HM The Queen in 1986. Today Hunter marries modern technology with traditional techniques, to offer hand crafted designs to a very diverse worldwide audience. The current Hunter footwear range includes urban and country casual footwear and children’s boots. To see the full range, visit www.hunter-boot.com

TRADE MARK PROTECTION The Hunter logo is registered as a trade mark in many countries around the world and is a proprietary right owned by Hunter Boot Limited. It is therefore important that all Hunter packaging and advertising which bears the Hunter logo displays the correct trade mark notification in order to identify it as a trade mark owned by Hunter Boot. •

All items of packaging, advertising and editorial pieces which bear the Hunter name or the Hunter logo must include the Hunter trade mark statement: “HUNTER is a registered trade mark of Hunter Boot Limited.”

•

Where an advertising piece runs to two or more pages, the trade mark statement should appear once on the final page. It is not necessary to include the statement on each page.

•

In exceptional circumstances, it may be acceptable to remove the trade mark statement from a particular piece of advertising or editorial if this is desirable for aesthetic purposes. However, this must always be checked and approved by the Hunter Marketing team. Where the Hunter name is referenced within the body of a sentence, the opening H of “Hunter” should always be capitalised in order to distinguish it as a trade mark.

•

Hunter trade mark statement HUNTER is a trade mark of Hunter Boot Limited

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

All logo uses are subject to the approval process at Hunter* www.hunter-boot.com

36 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

LIFESTYLE PHOTOGRAPHIC IMAGERY To showcase key Hunter products within our ranges, we have created lifestyle photographic imagery that is available for use in point-of -sale, advertising, PR, etc. We have chosen a style that celebrates our use of colour and emphasizes the detail and craftsmanship of our designs. Selected styles and colours have been photographed against an equally bold coloured background, creating a simple yet powerful image. These images are available for use from the marketing team at marketing@hunter-boot.com. â&#x20AC;˘

Any usage of these images is subject to the approval process* at Hunter.

ADVERTISING TEMPLATES The following advertising templates have been designed by Hunter for use by suppliers, distributors and stockists. They are not final artwork but templates that need to be followed in order to create final artwork. •

These advertisement templates and high resolution imagery are available for use from the marketing team at marketing@hunter-boot.com.

•

All advertisement layouts are subject to the approval process* at Hunter.

Consumer Advertisement Templates HUNTER is a trade mark of Hunter Boot Limited

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

www.hunter-boot.com

This number will change depending on region or country

For Stockist Information Tel. 0131 240 3672

HUNTER is a trade mark of Hunter Boot Limited

GREEN ORIGINAL

In association with

www.hunter-boot.com

For Stockist Information Tel. 0131 240 3672

RED ORIGINAL

RHS ORIGINAL

www.hunter-boot.com For Stockist Information Tel. 0131 240 3672

WELLY POUCH

www.hunter-boot.com For Stockist Information Tel. 0131 240 3672

VIOLET ORIGINAL

www.hunter-boot.com For Stockist Information Tel. 0131 240 3672

BALMORAL

TRADE ADVERTISING For Trade advertising purposes, the lifestyle imagery can also be used. There is an address line where a distributor can place their office address and contact details.

Trade Advertisement Templates HUNTER is a trade mark of Hunter Boot Limited

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

This layout is also to be used for advertising trade show dates, where the address line can detail exhibition dates and locations. This template may also be followed for trade show invitations, postcard style. •

These templates serve as a visual guide for the purpose of these guidelines. A detailed template to be followed in order to create artwork is available from the marketing team at Hunter at marketing@hunter-boot.com.

•

All advertisement artwork are subject to the formal marketing approval process* at Hunter. These address details will change depending on region or country, trade fair or other marketing activity

www.hunter-boot.com 36 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

HUNTER is a trade mark of Hunter Boot Limited

VIOLET ORIGINAL

In association with

www.hunter-boot.com 36 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

RED ORIGINAL

RHS ORIGINAL

WELLY POUCH

GREEN ORIGINAL

BALMORAL

BRAND COLLABORATIONS From time to time Hunter may partner with third parties, collaborate with guest designers or associate ourselves with various charitable organisations. Where we do so, it is important to present the collaboration as a co-branded visual communication, allowing each brand to take its own place but in a united fashion. A co-branded style advertisement may also be used when a stockist is advertising their own store but is keen to advertise the Hunter brand as a major brand they stock. •

As mentioned before, where another logo is presented the Royal Warrants must never be used as they have been awarded to Hunter only and are not allowed to endorse another brand.

•

Co-Branded Advertisement Templates HUNTER is a trade mark of Hunter Boot Limited

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

All advertisement artwork is subject to the formal marketing approval process* at Hunter.

NEWSPAPER ADVERT

In association with

www.hunter-boot.com For Stockist Information Tel. 0131 240 3672 © RHS Manufactured under licence of the RHS Registered Charity No 222879/SC038626

Third party logo Nature of relationship

QUARTER PAGE ADVERT

ADVERTISEMENT FORMATS All lifestyle imagery as shown on page 38 can be used for advertising purposes – consumer, trade or co-branded. These images will change in time and as they do these templates will be updated with new visuals and guidelines. Any of the formats shown can be recreated by simply following these templates. •

For formats beyond those shown please contact the marketing team at marketing@hunter-boot.com for further instruction.

•

All advertisement artwork is subject to the formal marketing approval process* at Hunter.

*approval of artwork All artwork containing the visual identity of the Hunter brand, or Hunter product imagery must be approved by the marketing team. Please email pdf format files to marketing@hunter-boot. com for approvals. Please allow up to 2 working days for approval.

Other Format Templates HUNTER is a trade mark of Hunter Boot Limited

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

www.hunter-boot.com 36 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

DOUBLE PAGE SPREAD

NEWSPAPER ADVERT

QUARTER PAGE ADVERT

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

PRODUCT IMAGERY When photographing Hunter boots we employ a Four View rule. We always shoot them from four angles: tilted, side profile from below, the sole and as a pair, side profile.

THE FOUR VIEW RULE

All Hunter boots need to be photographed in this manner to ensure consistency and to remain comparable within our image bank. •

These images are required for product detail and information purposes. They can be used for trade catalogues and documents that require detailed product specifications.

•

These images are not for lifestyle, mood or advertising purposes.

•

Product imagery is available for use from the marketing team, contactable at marketing@hunter-boot.com.

•

All product imagery usage is subject to the approval process* at Hunter.

Side profile, shot from below

Tilted

The sole

As a pair, side profile

HUNTER BRAND GUIDELINES HUNTER LOGO HUNTER EMBLEM ROYAL WARRANTS HUNTER PRINT COLOUR PALETTE TYPOGRAPHY TONE OF VOICE BRAND PROTECTION IMAGE STYLE

If you require further clarification on any of the content or indeed have questions regarding any brand identity issues not currently addressed in these guidelines, please contact the marketing team at marketing@hunter-boot.com These guidelines serve as a guide and reference tool, and are to be used in conjunction with the formal marketing approval process* at Hunter.

ORIGINAL

BRITISH

STYLE