IN TR O D U C TiO N t o
o u r
b r a n d
The purpose of this Branding Guide is to support our marketing and communication goals with an entire suite of resources and tools, from photography and writing guidelines to logos, colors, taglines and more. It has been created to portray a consistent image that will give VEE Tire Co. a uniform corporate identity, greater visibility and more powerful marketing possibilities. It overviews everything we do as a team, how we portray our company internally and communicate about our company externally. Above all else, this tool will allow us to become familiar with VEE Tire Co’s brand, which will inform all of our communication decisions, and will be essential for developing authentic, distinctive materials that resonate with our target audience.
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Introduction p3
O P EN
L E T TER
Brands are promises that consumers are led to believe in by creating trust and emotional attachments. Great brands aren’t just known, they are trusted. When people are aware of your brand, they are aware of the positive characteristics for which you stand. Long before they get ready to make a purchase, they feel they know who you are and what unique value they can count on your company to deliver. Consistency is essential to maintaining an identity like this; thereby enhancing the overall image of an organization. This is particularly true for an organization such as yours with widespread partners around the globe. A cohesive brand is an important tool with which you can foster your sense of mission and community, and also relay to your external audiences that you are a well-run and integrated organization. Brands grow from the top down, and from the inside out. What that means is that the VEE Tire Co. brand needs commitment from the highest levels of leadership, as well as support from employees in every department and at every point of the organizational chart. Great brands are expressions of the vision, mission and core values established by leaders. Therefore, leaders need to head-up the branding effort. This manual is not expected to be an overnight change, however, we urge you to adopt the new guidelines as soon as is practical so that you begin signaling a reinvigorated and updated organization. The more consistently the brand is applied, the more value it conveys to all your current and potential customers. We hope these guidelines will prove useful and convenient to utilize, as we believe they will help your organization create the best possible communications.
Sincerely,
Justin – Creative Director The Creative Bar
[ Organization Branding Guide ]
TA b L E
OF
C O N TEN TS
BRAND POSi TiON Where our brand is perceived in the mind of the target audience relative to their preferences, the competition and prevailing marketplace conditions are key to a successful brand. In this chapter our brand position will take shape. Creating a Brand Position.....................................................................................................................................................................................................8 Brand Position Statements...................................................................................................................................................................................................9 Our Tagline..........................................................................................................................................................................................................................10
BRAND PERSONALi T Y Capturing VEE Tire Co.’s personality in our marketing communications allows the audience (customers, peers, investors, board members) another means of recognizing our brand. The personality should be captured in the words we use in all our marketing for VEE Tire Co. This chapter focuses on the written components, including key words (what we say), tone and manner (how we say it), and writing tips to maximize impact. Brand Persona....................................................................................................................................................................................................................14 Key Words...........................................................................................................................................................................................................................15 Tone and Manner................................................................................................................................................................................................................20
COMMUNiCA TiON S T YLE Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel that make the VEE Tire Co. brand instantly recognizable. This chapter will guide you through the core elements, assisting you in designing and producing compelling communications. Logo....................................................................................................................................................................................................................................24 Fonts...................................................................................................................................................................................................................................35 Picture Style.......................................................................................................................................................................................................................36
RESOURCE CEN TER Frequently Asked Questions...............................................................................................................................................................................................42
[ Introduction ]
p5
bRA ND t h e
e s s e n c e
o f
iD EN Ti T Y o u r
In the bicycle market, a premium tire is defined by the complexity and quality of how the tire is constructed (compound/tread/castings). Only 4 major brands offer a tire that highly adheres to premium tire requirements and allows their products to be defined in the market as “premium”. With similar high-end branding, customer experience and price, a customer’s decision is then made only on personal preference and practicality. The focus of our identity will be on the type of products we produce, how we package them and by the way our business is conducted. The bar has already been set for “premium” in the bicycle markets— it is VEE Tire Co.’s duty to match or surpass the industry’s premium expectations in order to be part of the customer’s purchase decision. If this is done correctly, VEE Tire Co. can offer what no other premium tire can offer, giving the consumer the reassurance of making a practical purchasing decision while buying a high-end product.
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b r a n d
Brand identity
[ Brand Identity ]
p7
C r e a t i n g
a
B r a n d
p o s i t i o n
Shaping the perception, or position of our brand is up to all of us. The first
Our brand position must be delivered with authenticity. Merely claiming
step is identifying what perception we wish to create for our company. Step
a position does not make it real in the mind of the audience. It must be
two is to determine how each touch point, with input outside VEE Tire Co.,
grounded in truth, believable and desirable. To differentiate from other
should help contribute to the desired perception – a central reason that this
brands, our position must be unique. Finally, our position should be flexible
guide was created.
enough to be applied in different ways across various platforms.
A brand position is the sum of all of the functional and emotional parts of a service that differentiates it among the competition. All successful companies have a strong foundation of who they are and who they want to be as a company. Having the brand position statement posted on your desk might help as a friendly reminder of what your company stands for and can help build a sense of pride.
o u r
b r a n d
p o s i t i o n
Our brand position has been captured as a statement that vividly describes
The words comprising our brand position statement have been carefully
who we are and what we are promising our audience. While the public will
selected - they represent attributes common to VEE Tire Co. For more on
never see this statement (consider it a private handshake among all of us,
key words see Section 2 page 15.
the builders of the VEE Tire Co. brand), it will be felt and experienced by our audience.
[ Organization Branding Guide ]
V EE
T IRE
C O .
B r a n d
p o s i t i o n
VEE Tire Co. offers the specialty and major bicycle markets a premium tire and tire products, at an affordable price, while still maintaining a high-end purchasing experience for the consumer. Its unique ability to draw knowledge and resources from its parent company’s (VEE Rubber) experience in the bicycle, motorcycle and car industries, along with the resources of 5 major factories, gives it an engineering advantage to push boundaries and adapt quickly to any bicycle market segment. VEE Tire Co.’s persona also adapts to each segment, challenging its riders and potential customers to elevate their riding ability and demand a premium product.
[ Brand Identity ]
p9
C r e a t i n g
a
T a g l i n e
Our tagline is a phrase that accompanies our brand name to quickly
It encapsulates our commitment to intimately understand the needs and
translate our positioning and brand identity statements into a single line
aspirations of our customers in order to deliver innovative products that are
that means something to consumers. Our tagline is meant to provide
perceived as a need rather than a want.
consumers with an indication of our brand and its market position in just a few memorable words.
Taglines are increasingly important as a means to carry our brand identity where our logo can’t go, like your e-mail messages, text ads, voicemail greetings, and other nonvisual communication channels. In those environments, our tagline becomes the single transmitter of our business’ brand and position.
s u cc e s s f u l l y
a cc o m p l i s h e s
•
Simply and publicly expresses our brand position
•
Reflects the brand’s identity, character, promise and personality
•
Speaks directly to and challenges consumers
•
Adds to the meaning of the brand name without repeating any of the same words or concepts
•
Suggests movement literally and metopharically
•
Implies that a consumers best ride and experiences, can be taken further with VEE Tire Co.
[ Organization Branding Guide ]
V EE
T IRE
C O .
t a g l i n e
“Take yourself further.”
[ Brand Identity ]
p11
bRA ND W h a t
w e
s a y
PER S ONA L i T Y &
h o w
Capturing VEE Tire Co.’s personality in our marketing communications allows the audience (Customers, Dealers, Distributors, Media, Competitors) another means of recognizing our brand. The persona of our products and our service should be captured in the words, imagery and graphic treatments we use in all our marketing for VEE Tire Co. This chapter focuses on the written components, including key words (what we say), tone and manner (how we say it), and writing tips to maximize impact.
[ Organization Branding Guide ]
Brand Personality
[ Brand Personality ]
p13
O u r
B r a n d
p e r s o n a
As a maker of premium tires, VEE Tire Co. offers riders a chance to push
they are highly apt at equipping any type of rider — from Road to Cross Country
boundaries, and challenge themselves to ride harder, faster and take themselves
— offering fresh perspectives and new ways to improve one’s style of riding.
further by positioning its products as the means to get there. VEE Tire Co.’s products are both high-end and affordable, and meet the rider’s individual needs on any terrain. With years of tire manufacturing experience in various industries,
Just as individuals act in such a way that they want to be perceived, companies need to work together to give off a specific persona.
P e r s o n a
K e y
D i f f e r e n t i a t i o n s
• Years of tire manufacturing experience in various industries • Challenges riders to perform better • Premium and affordable • Communicates to any type of rider
D e l i v e r i n g
O u r
P e r s o n a
When writing our respective marketing communications, consider how VEE Tire Co. speaks to a variety of individuals to deliver our brand persona:
• How would riders who chose to purchase VEE Tire Co.’s product over a competitor tell a friend in their market segment why they should also choose the same?
[ Organization Branding Guide ]
• How can VEE Tire Co. creatively challenge the customer’s performance or riding regiment to invoke the thought of change?
K e y
W o r d s
When we write about our personality, we are writing about what makes us unique. What sets us apart? What are our unique traits and characteristics? What do we want our target audience — including dealers, distributors, sponsored riders, competition and our industry — to know about our product as a whole? Simply stating our tagline, “Take yourself further.” is only part of the process. As previously discussed in Chapter 1, the claim we make must be authentic, believable and desirable. That is where the words surrounding and leading up to the tagline come into play. Our brand positioning statement is a great resource when considering which words to use to express our organization in writing. The words comprising the statement have been carefully selected — they reflect the personality of VEE Tire Co. by representing attributes common to the product.
[ Brand Personality ]
p15
V EE
T IRE
C O .
B r a n d
p o s i t i o n
VEE Tire Co. offers the specialty and major bicycle markets a premium tire and tire products, at an affordable price, while still maintaining a high-end purchasing experience for the consumer. Its unique ability to draw knowledge and resources from the experience of its parent company (VEE Rubber) in the bicycle, motorcycle and car industries, along with the resources of 5 major factories, gives it an engineering advantage to push boundaries and adapt quickly to any bicycle market segment. VEE Tire Co.’s persona also adapts to each segment, challenging its riders and potential customers to elevate their riding ability and demand a premium product.
[ Organization Branding Guide ]
M a r k e t i n g
C a t e g o r i e s
What is VEE Tire Co.:
What do customers take away from Vee Tire Co.:
Specialty Market
Resources
Premium
Major Market
Engineering Advantage
Affordable
Premium
Purchasing Experience
Unique
Push Boundaries
Knowledge
Elevate
D e f i n i t i o n s Specialty Market: the market of being special, distinctive, or peculiar.
Affordable: believed to be within one’s financial means
Major Market: the market of large in number, amount, or extent.
Purchasing Experience: the personally encountering or undergoing of all that is perceived,
Premium: a high value or a value in excess of that normally or usually expected. Unique: when something or someone is unlike anything or anyone else. Knowledge: information, understanding, or skill you get from experience or education.
understood, and remembered of the process of purchasing a product. Push Boundaries: To extend ones frontiers, to boldly go, to experiment, to be not content and want to find out more. A step in the search for knowledge Elevate: to move or raise to a higher place or position
Resources: a source of supply or support. Engineering Advantage: something that helps to make someone or something better, or more likely to succeed than others at the design and manufacturing of complex products.
[ Brand Personality ]
p17
A r c h e t y p e People have personalities. Brands have personalities. If you want to do good business by building a successful brand, you must be skillful about matching your market with your brand. As both a face and a function, archetypes reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply, archetypes can facilitate the understanding of a brand, and identify why it attracts certain customers. You then attract those customers when your brand is congruent with an archetype that is either dominant or emerging in their consciousness.
Archetypes help guide brands in telling their story within their industry and within society. Archetypes also help create the personality of the brand. This personality will be something people can relate to and see value in as they get to know the company.
W HO
V EE
T IRE
C O .
IS
VEE Tire Co. is motived by a powerful craving for new experiences. Greatly valuing autonomy, they have a core desire to be free of the establishment, but not necessarily to have to challenge it. They are wiling to do just about anything to avoid boredom and entrapment, even if it means taking great risks. VEE Tire Co. is known to push boundaries and delight in unexpected discoveries, embracing a “no limit� philosophy. Known to be dynamic, influential, charismatic and clever, this archetype is able to view the world through many different lenses — driven to understand the fundamental laws of the universe in order to make dreams into a reality. They also connect to experiences of synchronicity, flow and oneness, with a curiosity about the hidden workings of the universe. Using ritual and forces from above and beyond, VEE Tire Co. manifests ideas into reality. Able to accomplish magic from the inside out, they gets results outside of the ordinary rules of life. (Archetypes: Explorer/Magician)
[ Organization Branding Guide ]
W HA T
V EE
T IRE
C O .
D OES
As a supporter and promoter of social change, VEE Tire Co. is compelled to transform social issues, and empower people to use their voices for a cause that may be unpopular, obscured or that others don’t want to address. They are dedicated to what Ram Dass calls “compassion in action.” VEE Tire Co. activates empowerment and change by bringing people on side, inspiring them to a greater calling and defending those who are not yet able to advocate for themselves. (Archetypes: Advocate)
HO W
V EE
T IRE
C O .
D OES
I T
VEE Tire Co. is a force to be reckoned with, representing the voice that’s had enough. They are a key to social change and acceptance as a harbinger of fresh perspectives, new outlooks, aspirational change and awakening. A rule breaker, VEE Tire Co. challenges convention by questioning the status quo and pushing the envelope. With bold leadership, courage and power, they help to dispel other’s fear of victimization. A chameleon at heart, VEE Tire Co. can move in and out of any situation with ease and style. Sometimes acting as a catalyst to help others get past their obstacles, they challenge them to question their assumptions and beliefs. Changing roles and personality characteristics are hallmarks of VEE Tire Co. They mold into whatever a given situation requires in order to energetically move people and circumstances toward greater understanding or resolve. (Archetypes: Rebel/Shapeshifter)
[ Brand Personality ]
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T o n e
a n d
M a n n e r
The first step in establishing tone and manner is identifying the writing perspective. While key words help determine “what we say”, the tone and manner of our communications guide us in “how we say it”. The tone and manner of your written and verbal communications should reflect VEE Tire Co.’s personality. We, VEE Tire Co. (the organization), is speaking directly. If our products are truly a premium and affordable option for riders, then our messages should be equal to, or elevated higher, than premium competitors. This leaves the consumer to base their purchasing decision on VEE Tire Co.’s lower price. Use a tone that reflects the product’s unique high-end capabilities while challenging the customer to elevate his or her riding. When writing or speaking about VEE Tire Co. and its products, please keep the following considerations in mind. Incorrect: VEE Tire Co.’s tires are as great as any other, and cheap. Correct: VEE Tire Co. offers a premium option in any riding segment, giving you, the rider, what you need to take yourself further. Incorrect: If you need support or help with your Product, VEE Tire Co.’s customer service will help you. Correct: We understand the level of service you need when purchasing the best for your bike. Therefore, from the moment you buy our products, we offer personalized service to help you ride harder, faster and take yourself further.
[ Organization Branding Guide ]
T i p s
W h e n
W r i t i n g
• Remember, if we want to be perceived as premium, everything we describe needs to be held to that standard. Think in terms of how other high-end brands would talk when describing their products (ie Porsche or Rolex). • Emphasize the experience and knowledge drawn from VEE Rubber in various markets to create innovative products. • Include testimonials and/or case studies from riding professionals (individuals from all market segments) with which potential riders can identify. Establish authority within the industry by identifying these riders when applicable (ie Mike King). • When describing VEE Tire Co.’s service and support, remove misconceptions by focusing on the positive experiences for each rider before, during and after purchasing. [ Brand Personality ]
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C O M M UNiCA TiO N S T YL E H o w
w e
s h o w
i t
Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel that makes the VEE Tire Co. brand instantly recognizable. This chapter will guide you through the core elements, assisting you in designing and producing compelling communications.
[ Organization Branding Guide ]
communication style
[ Communication Style ]
p23
O u r
L o g o .
Our logo combines simplicity and distinction by using a combination of icon and name. The Icon is a simple, yet modern stylized “VEE”. Although the icon is strong, easily recognizable and can stand alone, it should never be used apart from “Tire Co.” The logo is slanted to show movement, representative of not only the biking industry, but representative also of VEE Tire Co.’s innovative movement. Initially this logo is to be used primarily on all platforms like; web, print, p.o.p displays, and merchandise.
The logo is the face of the company. When a client sees the Vee Tire Co. logo there should be a unique, comforting, feeling towards it, This feeling then translates to the company.
K e y
C o m p o n e n t s .
• Icon • Name
[ Organization Branding Guide ]
F u l l
C o l o r .
The preferred Vee Tire Co. logo is the full color version combining the specified
Black
PMS 286 U
White
colors listed to the right. Different Media and printing specifications require
C 0
C 100
C 0
M 0
M 66
M 0
different interpretations of the logo type colors. The pantone, 4-color, and
Y 0
Y 0
Y 0
K 100
K 2
K 0
Web-safe RGB
Web-safe RGB
Web-safe RGB
#000000
#005daa
#FFFFFF
websafe RGB equivalents are listed beneath each color.
[ Communication Style ]
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C o l o r - I n v e r s e d .
o n e
When the occasion calls for a vector flat version, the above option may be
When the occasion calls for a black + white application, such as a
used. This version is ideal for screen printing or embroidery.
newspaper ad or faxable stationary, the above option may be used.
[ Organization Branding Guide ]
c o l o r
-
B l a ck .
f o r
p r i n t . 1”
.5”
f o r
w e b . 85px
45px
M i n i m u m
s i z e .
C l e a r
S p a c e .
In some instances, the Vee Tire Co. logo may need to be reduced to fit
To ensure legibility and recognition, and to prevent any obstruction of the
within a small space. To ensure proper legibility of the logo, please adhere
logo mark, a protected area is preserved around the logo. This clearance
to the above minimum size requirements. To ensure the best possible
area should be no less than the height of “Tire Co.” as indicated in the
reproduction and legibility on the web, the logo should never be reduced
diagram above.
smaller than the sizes shown above.
[ Communication Style ]
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C o l o r - I n v e r s e d .
o n e
When the occasion calls for a vector flat version, the above option may be
When the occasion calls for a black + white application, such as a
used. This version is ideal for screen printing or embroidery.
newspaper ad or faxable stationary, the above option may be used.
[ Organization Branding Guide ]
c o l o r
-
B l a ck .
f o r
p r i n t . 3”
.5”
f o r
w e b . 215px 40px
M i n i m u m
s i z e .
C l e a r
S p a c e .
In some instances, the Vee Tire Co. logo may need to be reduced to fit
To ensure legibility and recognition, and to prevent any obstruction of the
within a small space. To ensure proper legibility of the logo, please adhere
logo mark, a protected area is preserved around the logo. This clearance
to the above minimum size requirements. To ensure the best possible
area should be no less than the height from the “Vee Tire Co.” baseline
reproduction and legibility on the web, the logo should never be reduced
to the “Take Yourself Further” baseline as indicated in the diagram above.
smaller than the sizes shown above.
[ Communication Style ]
p29
D o
N o t ’ s .
Please adhere to the following logo guideline when using the VEE Tire Co. logo in application. For examples of correct logo usage, please refer 1) Do not use the logo
to application example on the next page.
without the tagline and “strapline”. You may remove the strapline on the horizontal logo only when necessary.
2) Do not place the logo on busy areas of a photograph. Select an area that provides easy readability.
3) Do not alter the logo color. Always adhere to approved logo colors on previous page.
4) Do not skew or alter the logo to fit into spaces. Always size proportionately.
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[ Communication Style ]
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Business Card
Web Banners
A p p l i c a t i o n . The above sample applications demonstrate how the visual elements presented in this logo can work together to create a distinct and memorable presentation for the Vee Tire Co. logo. Consider these samples as simply that –samples – to guide creative efforts and streamline development of our marketing.
[ Organization Branding Guide ]
Advertisement
w e b s i t e . The above advertisement demonstrates how our website must be displayed on all print . www.veetireco.com must always be displayed in lowercase using Helvetica Neue (57 Condensed) with the tracking set to 500. [ Communication Style ]
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C o l o r
P a l e t t e .
The Vee Tire Co. color palette reflects key traits of our company by the simple definitions each color and the emotion it invokes. Blue symbolizes trust, loyalty, wisdom, confidence. Blue is strongly associated with tranquility and calmness and produces a calming effect. As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Traditionally blue has been used to suggest precision when promoting high-tech products. Grey is the symbol for security, maturity and dependability. It connotes responsibility and conservative practicality. Grey has a cooling effect when placed next to other more vibrant colors. It has a stabilizing effect, making vibrant colors stand out while muting their vibration. The support palette for the logo includes monochromatic colors creating a contrasting look and eye popping color scheme. Monochromatic colors are considered to be a very formal, elegant, and prestigious colors. These colors were also chosen to present a more corporate setting.
C o l o r
P a l e t t e .
s u pp o r t
P a l e t t e .
Black
PMS 286 U
White
PMS Cool Grey
PMS 299 u
C 0
C 100
C 0
C 0
C 85
M 0
M 66
M 0
M 0
M 19
Y 0
Y 0
Y 0
Y 0
Y 0
K 100
K 2
K 0
K 40
K 0
Web-safe RGB
Web-safe RGB
#a7a9ac
#009ddc
Web-safe RGB
Web-safe RGB
Web-safe RGB
#000000
#005daa
#FFFFFF
[ Organization Branding Guide ]
F o n t s . Type is important because it helps convey the mood and personality of the brand. The typography chosen for Vee Tire Co. are based on the characteristics of the brand and its audience. LHF Convecta Base is an edgy and modern font that is representative of a forward thinking industry, yet, it is still easily read across many platforms. Helvetica Neue (57 Condensed) compliments this type face and is used as a main bodycopy font. This font should be used when there is large amounts of reading. Helvetica Neue (67 Medium Condensed) is the third and final font used exclusively for headlines in various marketing pieces.
LHF
C o n v e ct a
b a s e
Use for headlines and as an alternative to body copy, perfect for call outs.
h e l v e t i c a
n e u e
67 medium condensed
Used exclusively for subheaders using the all caps version.
h e l v e t i c a
n e u e
57 condensed
Use for body copy and as a possible subheader using the all caps version.
[ Communication Style ]
p35
M a i n
P h o t o g r a p h y
s t y l e .
The black and white photography, superimposed with blue, abstract diamond shapes was chosen to create a distinctive look that is certain to separate VEE Tire Co. from competitors, making the brand recognizable and memorable. This look is achieved by desaturating the main image in photoshop. The abstract diamonds (provided by marketing department, please see pg.42) are then placed directly above the original image. Set the diamond layer to “Multiply” in the blending mode options. Depending on the overall brightness/contrast of the image, you may have to duplicate the diamond layer a few more times to achieve the desired effect. Place the texture image (provided by marketing department, please see pg.42) above all layers and set to “Overlay” in the blending mode options to finalize the distinctive Vee Tire Co. “look”. This effect will rarely be exactly replicated as shown in these examples... the diamonds will have to be adjusted, resized and reformatted in order to function properly with certain images. The brightness and contrast will differ image to image. The look will still be recognized as Vee Tire Co. despite of all the possible variants. Similarly, product-shot backgrounds are to be created in this fashion, but product(s) are to remain in the foreground. Never overlay any texture(s) onto products, we risk diverting the audiences attention from the product..
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[ Communication Style ]
p37
F o n t s . Just as fonts are essential in represnting the mood and personality of the brand, the typography chosen for Vee Tire Co. tires is as crusial in representing characteristics specific to each riding style. The following fonts were carefully selected for each tire category and these fonts should be used in print and web when advertising or making mention of these tires.
IRON
MAN
OF
W AR
0 0 2
k a u f h a l l e
C GF L o c u s t R e s i s t a n c e
V e r m i n
V i b e s
2
[ Organization Branding Guide ]
n cv
F r a n c h i s e
X e r o ’ s
T h e o r e m
N e u r o p o l i t i c a l
P i r u l e n
O u t a g e
[ Communication Style ]
p39
t i r e
h o t
p a t c h
Hot patches will be essential in increasing industry knowledge of Vee Tire Co. and what we have to offer. All tires will be branded with a hot patch based on the category it falls under. As previously mentioned (pg.38) each category has a specific font, best suited to represent the riding style. Below are key instructions that we should adhere to when creating our tires to begin the early stages of brand reinforcement and recognition.
v e e
l o g o
1
v e e
t i r e
c o .
w e b s i t e (reverse side)
The horizontal, one-color logo has been assigned to be used on all tire
The website will always be on the reverse side of all tires and should
hotpatches due to its functionality. The logo should not exceed 3” in length.
not exceed 3” in length. The website will be placed on the bottom half of a standing tire. The approved font for the website is LHF Convecta Base.
t i r e
m o d e l
l o g o
2
e m b o s s e d
v e e
l o g o
Logo should not exceed .75” in height, regardless of total horizontal length
The embossed Vee Tire Co. logo will always be on the bottom half of
of logo. The logo should always adhere to approved fonts and colors.
the tire and is to be vertically centered with the tire model logo.
(refer to pg. 40-41 for approved fonts)
d u a l
c o m p o u n d
i c o n
This icon will always follow the tire model logo and should not exceed 3” in length.
[ Organization Branding Guide ]
3
5
4
2 1
3
4 5
[ Communication Style ]
p41
R e s o u r c e
C e n t e r .
Who should use this guide? This guide is intended for all Vee Tire Co. employees and their creative vendors especially those businesses marketing the organization.
Where can I get electronic artwork of the Vee Tire Co. logo? The VeeTire Co. logo and tagline artwork can be emailed to you by Vee Tire Co. Please contact Vee Tire Co. at 404.305.9395 or info@veetireco.com
Can I use the Vee Tire Co. logo without their permission? Yes, although any application of the Vee Tire Co. logo should follow the graphic standards set forth in this guide. Vee Tire Co. asks you to carefully consider how you intend to use the logo- does it reinforce the organization’s brand position? Consult with Vee Tire Co. if you have questions about the appropriateness of your planned logo application.
Are there time constraints on using the graphic standards? No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.
Can I use the brand positioning statement as copy in my marketing materials? Using the brand positioning statement copy (or portion thereof ) is not recommended. The statement was written for an internal audience of the Vee Tire Co. organization members and marketers.
Where can I get the photography and other elements used in the brand standards guide? Some items in this guide can be provided by the Vee Tire Co. organization. Others might require purchase from a third party. Contact the Vee Tire Co. marketing department for more details.
Your Vee Tire Co. contact If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact the Vee Tire Co. marketing department at 404.305.9395 or info@veetireco.com
[ Organization Branding Guide ]
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