BRAND IDENTITY GUIDELINES
CONTENT Introduction.....4 Mission Statement.....5 Our Story.....5 Our Logo.....6 Logo Use.....7 Logo Misuses.....8 & 9 Logo Colors.....10 Type.....11 Stationary Design.....12 Business Card.....13
Brochure.....14 &15 Advertisement.....16 & 17 Employee Uniforms.....18 & 19 Packaging.....20 & 21 Imagery.....22 Merchandise.....23 Storefront.....24 & 25 Signage.....26 & 27 Website.....28 & 29 Ephemera.....30 & 31
The guidelines in this manual are for the purpose of using the Sky brand to its full potential. Sky Sporting Goods is to be easily recognizeable and its branding used effectively. This manual will give you the tools to create and heighten our image.
MISSION STATEMENT “Our mission is to provide professional grade products designed for teams and families. So no matter your age, skill, or gender you can Reach for the Sky.�
OUR STORY Sky got its start as a simple sporting goods store in Columbia, South Carolina 1962. The store originally sold other popular name brands in the sporting world. The store sought a new direction later on in its developement.We saw an opportunity to create and sell the same top notch products at an affordable price. Thus, Sky Sporting Goods became its own product manufacturer, brand, and successful company. Sky strives to boost teams and families to their highest potential and equip them for success.
OUR LOGO This edgy cloud speaks a lot about our company. Sky strives to elevate teams and families to their highest potential. It symbolizes future goals and the heights you can reach if you put your trust in Sky. The lightning bolt represents us as a trustworthy company with a strong brand image. It is important for people to remember our promise and maintain the same expectations everytime they see our logo.
LOGO USE SPORTING PRIMARY SIGNATURE
SECONDARY SIGNATURE
OTHER ACCEPTABLE SIGNATURES
The primary signature contains the image of a cloud and lightning bolt. The only change that should be made to this are the variations of colors shown in the other acceptable signatures. Background colors choosen should never hinder the visibility of the default colors in the logo. Its important for the entire logo to be clearly interpreted by the viewer. The secondary signature contains the text “sporting goods.� This should always remain the same. There are no exceptions. The secondary sky signature should also be used very sparingly. We take pride in people understanding our purpose without the text shown with the logo.
LOGO MISUSES
Minimal Size for Print
To avoid destortion please do not print the Sky logos smaller than 1” Wide for the primary signature and 1.7” for the secondary signature.
SPORTING
1.7” Wide
1” Wide
No text or images shoud be placed inside the red areas shown here.
SPORTING
TEXT Upside Down Logo
Flattened Logo
Turned Logo
Misplaced Text
Flattened Logo
Logos should not be placed on a background that is going to camoflauge the elements that create Sky’s signatures. Its important to recognize when this occurs and plan ahead when using signatures in designing.
LOGO COLORS These colors are the heart and soul of Sky. They will be representing the company in a multitude of ways to help distinguish us from our competitors.
Name: Pitch Black RGB: 0,0,0 CMYK: 75,68,67,90
Name: White Cloud RGB: 255,255,255 CMYK: 0,0,0,0
#000000
#ffffff
Name: Sky Blue RGB: 43,53,81 CMYK: 88,78,43,37
Name: Clear Blue RGB:122,159,252 CMYK: 50,34,0,0
#2B3551
#7a9ffc
TYPE The Typography associated with Sky is very important to maintain. We want to provide a consistent message and we can achieve that by using memorable fonts that define Sky Sporting Goods. FOR HEADLINES USE CRACKED:
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz FOR SUBHEADS USE ARIAL BOLD:
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz FOR BODY TEXT USE ARIAL:
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz COMBINATIONS OF COLOR AND TYPE The color of font used for the headlines, subheads, and body text can vary based on color scheme. All the logo colors shown to the left can be used as long as the text does not blend in with the background or become hard to read.
STATIONARY DESIGN LETTERHEAD 8.5 x 11 Margins: Top .5”, Left .5”, Right .5”, Bottom .5“ Copy: Arial Regular 12 Point Font Flush Left Ragged Right
Sky Sporting Goods 776 Sunset Blvd. Columbia, SC 29212
ENVELOPE 8.5 x 11 Margins: .4” Top and Left Copy: Arial Regular 12 Point Font 776 Sunset Blvd. Columbia, SC 29212
Sky Sporting Goods
(803) 776 8520 www.sky.com
BUSINESS CARD All Critical Elements must be kept inside the blue box. Anything left outside the blue box may be cut off. Allow 0.1 inches cutting tolerance around the card. No borders!
FRONT
Final Size: 3.5” x 2” Size with bleeds 3.6” x 2.1”
Safe Margin
Trim
SKY SPORTING GOODS 803.776.8520
BACK
Full Bleed Artwork
776 SUNSET BLVD. COLUMBIA, SC 29212
BROCHURE A brochure should emphasize the latest news and products. This example of a Sky brochure highlights the foundation of the company and showcases a few products to provide the viewer with a basic visual of what Sky Sporting Goods is all about. Brochures should always include our name, logo, number, address, website, current fundraisers, and additional social media sites for customers who desire to pursue Sky even further heights.
CLEAR SKYS FUNDRAISER
“SKY IS THE LIMIT”
The profit made from every Sky wrist band sold is donated to local Childrens Hospitals to help support struggling patients and families.
$5 Sky got its start as a simple sporting goods store in Columbia, South Carolina 1962. The store originally sold other popular name brands in the sporting world. The current owner, Todd Johnston, sought a new direction for the store later on in its developement. He saw an opportunity to create and sell the same top notch products at an affordable price. Thus, Sky Sporting Goods became its own product manufacturer, brand, and successful company. Sky strives to boost teams and families to their highest potential and equip them for success.
“Our mission is to provide professional grade products designed for teams and families. So no matter your age, skill, or gender you can Reach for the Sky.”
Check out facebook and our website for updates and limitless deals. www.sky.com
SPORTING GOODS
SKY apparel and equipment is high quality and affordable. Become part of our family with these products.
SALE BUY 1 GET HALF OFF
Sky Sporting Goods 776 Sunset Blvd. Columbia, SC 29212 803.776.8520
BACK
FRONT
Size: 11” x 8.5” Landscape Layout
Sky Sporting Goods 776 Sunset Blvd. Columbia, SC 29212 803.776.8520
ADVERTISEMENT This ads purpose is to promote our involvement with athletes but overall Sky Sporting Goods as a whole. Sports are our foundatiion and projecting this message will boost popularity and success for our brand.
Full Page Magazine Ad
Full Page Magazine Ad
This ad is directed to the entire sporting goods market. It is promoting the latest and greatest from Sky’s athletic and running shoes. Note the use of clouds and lightning to let people know imediately it is a Sky Sporting Goods Advertisement. It also makes good use of our primary tagline “Sky’s the limit.” It rightly includes our name, logo, address, number, and website. This is a good example of product promotion and utilizing the proper imagery and information in an Advertisement.
EMPLOYEE UNIFORMS MENS
The thoughts when designing employee uniforms were to portray a professional but comfortable look. Its crucial for us to appeal to more than just athletes in the store. We want our employees to dress like our valued customers. Employees are not only recognizable but approachable. Sky employees must wear one of the three v neck shirts. They come in white, black, and gray. The uniforms utilize a variety of signatures. The uniforms must be worn with khakis and a black or brown belt. Employees have to wear a shoe produced by Sky Sporting Goods. Long Sleeve uniforms are provided in the same three assorted colors.
WOMENS
Employees are also required to wear a lanyard with a personalized badge. The badge includes the logo, name of the employee, and barcode used to identitfy employee when they clock in and out of work.
PACKAGING
This unique shoe packaging is designed to be both a shoe box and a shopping bag. The shoe boxes are gender specific using the Sky Blue for the guys and Clear Blue for the girls. The black and white striped bag includes the Sky logo and our taglines.
REACH FOR THE SKY
SKY IS THE LIMIT
SIZE 12
The packaging simply comes with a recyclable heat-woven bag and a flat-pack cardboard sheet that provides structure. It protects the shoes from dust and dirt in the warehouse and during shipping. The bags can be reused and boxes recycled. The bag slips over the box and the handle slips into the thin cut out in the side of the box.
IMAGERY
When choosing imagery we always keep in mind our target audience. We support teams and families. Any sports related images are acceptable, as well as dark skies and lightning. They can be used seperately or combined as long as they stay loyal to our colors and the imagery chosen represents Sky Sporting Goods postively.
MERCHANDISE
STOREFRONT 2 Floor Building Light Brown Brick Sky Blue Lining
Tall Black Sign Skylight Windows Illuminated Logo
Greenery Wide Entrance Double Automatic Doors Drop Off Area
Brief Interior Design Explainaton The inside of the store is very organized. The mens and womens clothing sections are divided as well as the shoe section. To make it easier to find sport specific gear all the sports have their own area of dominance inside the store as well. The store contains a variety of different signs to make sure you always know exactly where you need to be. When done shopping you can find the registers at the entrance of the store and also customer service for questions and item return.
SIGNAGE These signs are to be hung from the ceiling above the corresponding sections of the store. They should be easily seen from across the store at a reasonable height of around 10 feet max. Customers should be able to easily navigate the store to shop productively with zero stress and confusion.
The additional signs should be hung in apporpriate areas where they are needed and clearly visible.
WEBSITE Our website offers customers online shopping as well as the latest news concerning Sky Sporting Goods. Keeping our site updated regularly is key to keeping customers interested in what new things we are bringing to the sporting world.
www.sky.com Homepage
Mens Shoes Alternate Page
Mens Specific Products! Men: Running Shoes
Sports Alternate Page Shop for your Sport! Soccer: Team/Cleats/Gear
EPHEMERA
Magnets Mugs Pen
Bumper Sticker Lanyard Multi-Tool
SKY SPORTING GOODS Todd Johnston 776 Sunset Blvd. Columbia, SC 29212 803.776.8520 www.sky.com