03 W I N C H E S T E R // VISUAL STANDARDS GUIDE
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Copright @ 2016 Zenglin Wang www.neweraofprotection.com This book is a non-commercial project for education purposes and is not indented to represent the Winchester brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrial system or transmitted in any form or by any means, electronic,mechanical,recording, photocopying or otherwise, without prior permission of Zenglin Wang.
03 W I N C H E S T E R // VISUAL STANDARDS GUIDE
NEW REACHES
Winchesters become more widely known as its firearms continued to be popularized by celebrities. Teddy Roosevelt,Buffalo Bill, and Annie Oakley all owned Winchester rifles, and there endorsements contributed heavily to the company’s brand lore. Over the years, Winchester has reinforced its history by crafting limited edition rifles inspired by the adventures of famous fans like Buffalo Bill, and now seeks to continue reinforcing the brand’s rich history in a new way.
OUR MISSION T O C R E AT E A N E W T Y P E O F P R O T E C T I O N T H AT I S I N T E L L I G E N T, E F F I C I E N T, A N D I N N O VAT I V E I N ORDER TO EMPOWER CONSUMERS.
The new Winchester through five aspects media, retail, education, research and financial, will strengthen the main sectors of society. Providing innovative solutions with the most advanced technology security systems, products and services.
CHAPTER
TABLE OF CONTENTS
01
A N E W PAG E 1.1 THE NEW LOGO
11
1 . 2 C L E A N S PAC E
13
1.3 SIZE SYSTEM
15
1.4 COLOR
17
1.5 CORRECT USES
19
1.6 INCORRECT USES
21
CHAPTER CHAPTER
02 03
A NEW LOOK 2 . 1 T Y P E FA C E S
25
2 . 2 C O LO R S TA N D A R D
27
2.3 IMAGE STYLE
29
EXTENSIONS 3.1 EXTENSION CHART
35
3.2 EXTENSION DESCRIPTION
39
01
A NE W PAGE A N E W PA G E , W I T H A N E W L O G O FA S T, A C C U R AT E A N D R E L I A B L E .
WINCHESTER & LOGOT YPE
1. The shield represent confidence and strength 2. The initial W for Winchester
W
The Winchester Logotype
ANATOMY OF WINCHESTER LOGO
120ยบ
Winchester Repeating Arms Company Re Branding
45ยบ
M
5
Visual Standards Guide
01 ANATOMY OF THE LOGOT YPE
1/2 M
1/2 M
–2M–
3/5 M
1/2 M
–9M–
M
–2M–
–M–
1/2 M 3/5 M 1/2M –2M– M
Winchester Repeating Arms Company Re Branding
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Visual Standards Guide
02 ANATOMY OF THE LOGOT YPE
1/2 M
1/2 M
1/2 M
1/2 M
1
–5M–
M
–2M–
3/4 M
1/2 M 1/2 M 1/2 M 1/2 M 1/2 M
Winchester Repeating Arms Company Re Branding
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Visual Standards Guide
The Winchester Logotype
THE ORIGINAL T YPEFACE OF LOGOT YPE
The Winchester Logotype Rockwell
Winchester Repeating Arms Company Re Branding
11
Visual Standards Guide
The Winchester logotype is based on the typeface Rockwell. However, it has been altered to fit the aesthetics of the brand and the overall balance. The dynamic adjustment makes the logotype not as boring as it was, meanwhile, remains the feeling of reliable and powerful.
CLEAR SPACE
Clear space is about boundary. Maintaining clear space properly will ensure a maximum brand impact and recognition.
01 M
M
M
M
M
M
M
M
Clear space for logo
Clear space for logo mark
M
M
M
M
Clear space for the logotype
LOGO MARK WITH LOGOT YPE
Clear space for the monogram and brand soul combination.
02 M
M
M
M
M
Clear space for logo mark
Winchester Repeating Arms Company Re Branding
M
13
Visual Standards Guide
MINIMUM SIZE
To insure high quality, recognition and legibility, Winchester logo need follow this minimum sizing system.
[1]
[2]
[3]
5 inch
4 inch Minimum size for print materials
Minimum size for exhibition or outdoor signatures: 3.5 inch
3 inch Minimum size for desktop or laptop devices
2 inch Ideal size for mobile devices
1 inch Minimum size for
Minimum size for print
mobile devices
materials: 0.5 inch
0 inch Logo type (3) is not available for single display
[4]
[5]
180 pixel
150 pixel
Minimum size for
120 pixel
desktop or laptop devices: 3 inch
Ideal size for mobile
90 pixel
devices: 2 inch
30 pixel
Available Not available
PRIMARY COLOR
Winchester Black Pantone Process Black R:0 G:0 B:0 #000000
SECONDARY COLORS
Clear space for the monogram and brand soul combination.
Winchester Repeating Arms Company Re Branding
Winchester Red Pantone R:167 G:29 B:41 #a71d29 C25 M99 C89 K20
Winchester Blue Pantone R:37 G:64 B:143 #24408e C96 M77 C7 K1
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Visual Standards Guide
Winchester Navy Pantone R:26 G:35 B:77 #1a234d C99 M92 C40 K39
ON BACKGROUND WITH COLORS OR IMAGES
Logo white–out on colored background are allowed when the backgrounds are Winchester Black, or secondary colors.
Winchester Repeating Arms Company Re Branding
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Visual Standards Guide
In some rare occasions when the logo has to be on the top of an image. Make sure the place it on a clear area where the logo are able to maintain its legibility.
NOT TO DO THIS TO OUR LOGO
The correct application of the monogram and logotype are essential. Always follow the standards (page16-21). The examples on this page demonstrate some of the unacceptable uses of the Winchester monogram and logotype. Please never do this to the Winchester logo.
[1] Never using outline in the Winchester monogram and logotype [2] Never skew or stretch the monogram and logotype out of proportion. [3] Never apply any visual effect such as layering, drop shadow, blur,grow to the monogram or the logotype.
[4] Never apply other colors to the monogram or the logotype except for the primary color and the secondary colors(see page 16-17) [5] Never place the monogram or the logotype with images or gradient colors. [6] Never place the monogram or the logotype. on a background with busy patterns.
[2]
[3]
[4]
Visual Standards Guide
[6]
[5]
Winchester Repeating Arms Company Re Branding
[1]
21
02
A NE W LOOK A NEW PAGE, WITH A NEW LOGO FAST, ACCURATE AND RELIABLE.
VOICE THROUGH T YPEFACES
Typefaces have a voice of themselves. In order to have a consistent voice, please follow the type standard.
SLEEK & MODERN DINPro
NATURAL & KIND Rockwell
abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUV W X YZ 12 3 4 5 67 8 9 0! @ # $ %^&*
Bold
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 12 3 4 5 67 8 9 0! @ # $ %^&*
Regular
abcdefghijklmnopqrstuv wxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 12345678 9 0!@#$%^&*
25
Visual Standards Guide
DINPro’s family has 20 weights, ranging from Light to Black in normal and condensed styles (including italics). It is ideally suited for advertising and packaging, editorial and publishing, logo, branding and creative industries, poster and billboards, small text, wayfinding and signage as well as web and screen design.
Winchester Repeating Arms Company Re Branding
Regular
LET THE COLORS SPEAK FOR US
Typefaces have a voice of themselves. In order to have a consistent voice, please follow this color palette.
Winchester has more than 31 products and service. Each of them fulfill Winchester’s value differently. When using our color palette, please consider how each color represents different Winchester values and use them accordingly.
[1]
[2]
[3]
[4]
Winchester Black Pantone Process Black R:0 G:0 B:0 #000000
Winchester Navy Pantone R:26 G:35 B:77 #1a234d
Winchester Red Pantone R:167 G:29 B:41 #a71d29
Winchester Blue Pantone R:37 G:64 B:143 #24408e
C99 M92 C40 K39
C25 M99 C89 K20
C96 M77 C7 K1
[2] [1]
Visual Standards Guide
[4]
Winchester Repeating Arms Company Re Branding
[3]
27
IMAGES TALK THE LOUDEST
Images have the loudest voice as a visual element. In order to talk in the same voice and deliver Winchester’s mission and value correctly, please use images carefully.
[1] Delightful and confident [2] Bright space [3] Clear and contemporary [4] Happy and communicate [5] Spacious and modern [6] Invention and technical
[1]
[2]
Winchester Repeating Arms Company Re Branding
Visual Standards Guide
[6]
[5]
[4] [3]
29
03
EXTENSIONS WITH A BIGGER VISION, WINCHESTER IS HERE TO FULFILL NOT JUST OUR OWN VALUES, BUT ALL OF US.
THE NEW WINCHESTER THROUGH FIVE ASPECTS MEDIA, RETAIL, EDUCATION, RESEARCH AND FINANCIAL, WILL STRENGTHEN THE MAIN SECTORS OF SOCIETY. PROVIDING INNOVATIVE SOLUTIONS WITH THE MOST ADVANCED TECHNOLOGY SECURIT Y SYSTEMS, PRODUCTS AND SERVICES.
FULFILL OUR VALUES
COMMUNIT Y
TH THINGS
PROPERT Y
PE PEOPLE
The last few years have been a turning point for the Winchester line. Between the launch and relaunch, we have developed many new and improved products and services. There is a great potential to explore new technology-based methods of protection, as Winchester is always advancing with time. If we could now focus on developing a specialized protection skill set and knowledge, we could offer a new mode of protection for people and things.
FRIENDS FAMILY BODY MIND
WINCHESTER MEDIA A1. A2. A3. A4. A5.
Winchester Security System Winchester Media Winchester Website Winchester Virtual lab Winchester Data center
WINCHESTER RETAIL TH PE PE TH PE TH PE TH
C1. C2. C3. C4. C5. C6.
Winchester Health Center Winchester Store Winchester Mobile Defense Winchester Storage Winchester Interior Winchester Museum
PE TH TH TH TH TH PE
WINCHESTER EDUCATION TR AINING
WINCHESTER RESEARCH CENTER
B1. Winchester Self Defense Class B2. Winchester IT Education B3. Winchester Technology Camp B4. Winchester Conference B5. Winchester National Defense B6. Winchester Exhibition B7. Winchester Animal Legal Defense B8. Winchester Honor B9. Winchester Equality Defense B10. Winchester Survival Education B11. Winchester Workshop B12. Winchester Fitness Center
D1. Winchester Resource Center D2. Winchester Information Center
TH PE
D3. Winchester Future lab D4. Winchester Intangible Cultural Heritage D5. Winchester Reference Center
TH PE
PE TH PE TH PE TH PE
TH
TH PE TH PE
PE TH PE TH PE
WINCHESTER FINANCIAL SECURIT Y
PE PE PE PE
E1. Winchester Insurance E2. Winchester Finance E3. Winchester Property Agency
TH PE TH PE
PEOPLE
THINGS
B6 COMMUNITY
D5
B4
D1
D2 E2
B10 B9
E3 PROPERTY
E1
D4
C3
FRIENDS
B11
B5
C4
C5
FAMILY
C2 B7
A1
B1 BODY
B2
A3 A4
D3
MIND B8
C6
A2
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Visual Standards Guide
A5
B12
C1
Winchester Repeating Arms Company Re Branding
B3
DEFINE OUR VALUES
Efficient + Things impact / People impact (either or both) Accurate + Things impact / People impact (either or both) Innovation + Things impact / People impact (either or both)
WINCHESTER MEDIA A1. Winchester Security System The Winchester Security System helps clients deal with different safety issues, such as information storage and the protection of belongings, in a personalized way. Winchester will provide a hidden security measure in the case of some hack of the system. A2. Winchester Media Winchester media offers a suite of teen programs, including a technology competition and java and html learning courses. A3. Winchester Website The Winchester website provides a virtual security system to help clients protect their property. On the website, you can check all of your secured property, such as your house, with our new virtual security system. A4. Winchester Virtual lab The virtual lab provides a look at protection technology in virtual and augmented field trips. They allow clients to experience the technology. A5. Winchester Data center Global cooperation outreach programs with schools all over the world to extend information protecting.
WINCHESTER EDUCATION TR AINING B7. Winchester Animal Legal Defense
Winchester self defense class will provide educational opportunities for women, children, men, and seniors to create a safer future for themselves. Our clients will additionally be able to see bad guys in action in advanced virtual environments.
The Winchester Animal Legal Defense Fund is hard at work pushing the boundaries of the law to help ensure that the lives and interests of animals everywhere are protected-from assisting with small town cruelty cases to filing suit against the federal government.
B2. Winchester IT Education
B8. Winchester Honor
Winchester’s data protection trade school, which teaches clients different tech skills to protect their valuable products and information.
Honorary award fund for students’ higher education given to exceptionally talented children in their fields yearly.
B3. Winchester Technology Camp
B9. Winchester Equality Defense
Winchester coaching and tutorial services for technology safety regarding technology usage and protection.
Winchester equality defense uses a social platform to connect people through a series of instructions and lessons specifically designed to teach different security programs and their practical operation.
B4. Winchester Conference Once a year, Winchester hosts a conference revealing the new technological advances that will be released to the public. We hold one of the biggest security networking events in the world, offer conferences on trends, and provide spaces to connect with other industries.
B10. Winchester Survival Education Winchester survival education will teach our clients different types of survival skills, and those survival skills will protect them when they face danger. B11. Winchester Workshop
Winchester National Defense Industrial Association will provide the right choices for the most innovative and efficient products.
Winchester workshop provides teenagers a place to learn new technology skills and gives them opportunities to discover their own fields in technology.
B6. Winchester Exhibition
B12. Winchester Fitness Center
Winchester protection exhibits are set up as both physical and virtual interactive protection technology experiences and provide valuable lessons for children and their parents. Learning exhibits are also set up in our partnering university.
The Winchester Fitness Center offers a place of support and a place of hope. All members can join the fitness community and work to protect their bodies from the pollution of junk food.
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Visual Standards Guide
B5. Winchester National Defense
Winchester Repeating Arms Company Re Branding
B1. Winchester Self Defense Class
DEFINE OUR VALUES
Efficient + Things impact / People impact (either or both) Accurate + Things impact / People impact (either or both) Innovation + Things impact / People impact (either or both)
WINCHESTER RETAIL C1. Winchester Health Center Winchester health will provide different health therapies to help people with their mental health issues. Winchester health will likewise provide a safe and comfortable environment for the people who need help. C2. Winchester Store Educational video, lecture, and media store C3. Winchester Mobile Defense The Winchester app provides exclusive protection for your personal information. It offers diversified services to track your account security on your mobile device. C4. Winchester Storage Winchester storage services protect clients by a collaboration with IBM security, which facilitates the data protection station. This allows Winchester to appeal to targets who desire the latest technology. C5. Winchester Interior The official furniture and home decor line of Winchester Image. It provides interior planning services for our clients and members. C6. Winchester Museum Winchester museum will display all the history of Winchester and keep adding new subjects.
WINCHESTER FINANCIAL SECURIT Y
D1. Winchester Resource Center
E1. Winchester Insurance
The Winchester Reference Center will provide professionals using diversity services for couples or families to consult about their problems. The Winchester Reference Center will give people new protection through the consultation of different problems to help relationships.
Winchester insurance will protect our clients from financial loss. We provide different types of insurance to let our clients choose. We will also personalize choices to present the best products for individuals.
D2. Winchester Information Center
Winchester provides a very exclusive financial service that offers funding for both individuals and enterprises. It also offers many different types of benefits for clients.
Winchester Information Center provides a series of online information protection functions. When you are using our search engine, it will give a hit when you open something unsafe, creating a clear and safe online environment for our clients. D3. Winchester Future lab After-work courses for which we partner with schools and use math and science skills to create new security products for consumers. D4. Winchester Intangible Cultural Heritage
D5. Winchester Reference Center The Winchester Reference Center will provide professionals using diversity services for couples or families to consult about their problems. The Winchester Reference Center will give people new protection through the consultation of different problems to help relationships.
E3. Winchester Property Agency Winchester property agency will protect people’s property. Winchester property agency will cooperate with other famous property agencies as well. When our clients need more information about a particular topic, they can search our website for related information.
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Visual Standards Guide
Winchester heritage will protect intangible cultural heritage. In order to do so, Winchester will host the intangible cultural heritage online, using social media to let more and more people to know how important it is.
E2. Winchester Finance
Winchester Repeating Arms Company Re Branding
WINCHESTER RESEARCH CENTER
CHAPTER
PHOTOGRAPHY SOURCES
01 WIN 1887 006 WINCHESTERGUNS.COM. TUMBLR W W W.FLICKR.COM PEXELS PHOTO W W W.FLICKR.COM
CHAPTER
02 INTERIOR OFFICE DESIGN GL A SS W W W. AREL.IR CONFIDENT ENTREPRENEURS W W W.FLICKR.COM BELIEFSCONTENT W W W.FLICKR.COM
CHAPTER
WATERMARK W W W.FLICKR.COM
03 FLYING THROUGH THE SK Y OFFICE SHOWROOM AND DATA CENTRE
TYPOGRAPHY DINPro DESIGN TOOLS Adobe Illustrator Cc, Adobe InDesign Cc DESIGN Zenglin Wang, Irene Wang 03692337 INSTRUCTOR& CLASS INFORMATION Hunter Wimmer GR604 Nature of Identity