2018

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INTRO04 08 14 16HISTORY LOGO FONT COLORS

THIS IS A DEFINITIVE MOMENT. IT’S MUCH BIGGER THAN A LOGO CHANGE. THIS IS

leaning into that perfect corner, clearing a first jump,

the rumble of an engine coming down the road, or

the feeling you get when trying on that perfect fitting

leather jacket. This new symbol represents the pride

and strength of a company built on speed and reliability.

It’s time to show that we are a powerhouse, that we are

a world-class distributor.

We provide on-time distribution to powersports dealers

with the most profitable and relevant portfolio of

products, the latest technology and unparalleled

services, to help them enhance the consumer

experience and grow their business. We offer the best

customer support, an unrelenting team of sales reps,

warehouses that take pride in delivering the best

brands, and employees who believe in the sense of

freedom found in riding a motorcycle.

The new brand identity takes the best elements of

Tucker’s heritage, represented by its colors and the

Tucker “T,” and transforms them for a new era. At its

most basic level, the new logo is a visual statement

that honors our history and reflects an identity that

stands for simplicity, honesty and passion in a category

where innovation thrives but change is sometimes

frowned upon. It’s a cleaner, more human design and the

angled “T” becomes a symbol for getting things done,

uniquely expressing the forward thinking of Tucker. The

symbol now represents accuracy and speed which is the

staple in distribution. This logo encompasses our future,

the strength of our team and who we are. It’s time to

pound our chest and let it be known we are world-class.

POWERFUL

TUCKER

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IN 1967 ED TUCKER STARTED A SMALL BUSINESS SELLING MOTOR OIL OUT OF THE TRUNK OF HIS CAR. With his unrelenting drive

and hustle he quickly grew the company. After several

mergers and acquisitions he acquired a company by the

name of Rocky Cycles. Over the next 50+ years Tucker

became a leading distributor in the powersports industry.

ONE FAMILYONE NAME

TIME LINE

1973 1987

1978

1998

1985

2013

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TODAY WE ARE A WORLD-CLASS LEADER IN THE

DELIVERY OF POWERSPORTS PRODUCTS TO OUR

DEALER NETWORK and the services we offer to both

our brand partners and dealers is unrivaled. Tucker is

everything from distribution, sales and customer service to

marketing, advertising and brand building. As we embrace

changes in our industry, we lead the pack with innovation.

One of our many strengths is our ability to build strong

relationships and come together as a family. While

staying true to our humble beginnings, we move forward

to a faster, more powerful Tucker!

WE ARE TUCKER. ONE NAME, ONE FAMILY. DELIVERING THE MOST POWERFUL BRANDS IN POWERSPORTS.

2018 Next day delivery to 75% of the US

98.16% of orders ship same day

Portfolio of 500+ brands

Helmet and Apparel, Offroad, ATV/UTV, Metric/Street, V-Twin, Core

Specialized sales force of 200+ reps

Long-term focused Team Selling Model

7,000 dealers signed up for marketing emails

1 million impressions per month for Tucker.com website banners

11,000 followers on Facebook and 5,000 followers on Instagram

55+ dedicated customer service reps by region

DISTRIBUTION CONTENT & SEGMENT SALES MARKETING CUSTOMER SERVICE

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CREATING A LOGO THAT ENCOMPASSED WHO WE AREWAS THE MOTIVATION.

THE INITIAL LOGO DESIGN COMPLETELY CHANGED WHEN Rocky was dropped from the

company name. Just “Tucker” has undeniably been

adopted as standard use when referring to our company

and resonates with our audience. After establishing a

final name, logo development moved forward with three

distinct directions (bold, abstract, symbolic) exploring

a wide array of possibilities. Actual powersports

traits such as audacity and speed were incorporated.

Exploring many different logo designs led us to pay a

tribute to 1973. By taking the notion of a friendly, yet

impactful ‘t” we pushed it further and flipped it on it’s

head. The strength is now represented in the capitalized

“T” while our friendly demeanor is shown in the name.

THE LOGOA BOLDER, MODERN, FRIENDLIER VERSION OF OUR PAST.

20181973

D I S T R I B U T O RTUCKER

P O W E R S P O R T S D I S T R I B U T O R

T U C K E R

TUCKER ROCKY

TUCKER

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Our new logo is bold. A single “T” silhouetted by a bright

cherry red demands attention like the unparalleled

brands and services we provide our customers. It is what

keeps us ahead of the competition. Similar to the points

leader in a motocross race, our logo helps our company

stand out in any market. A need for speed is the lifeblood

of both powersports and distribution and is critical to

the logo’s new design. A dynamic slant and speed hatch

mark in the “T” create the visual illusion of movement

that represents the sublime feeling of freedom that

we live and sell at Tucker. We love fast and we always

strive to deliver our customer’s orders on time. The

uncapped tucker at the base of the logo contrasts with

the aggressive “Power T”. It’s friendly, young and inviting

and represents our dedication to being a partner and a

service provider to enthusiasts around the world.

LOGOWhen placed on a dark or colored background the logo

with a white box around it should be used never invert

the logo.

For the logo to stand out, there needs to be enough

contrast for it to be seen. To determine whether to use

the black or white logo, convert the background color to

grayscale. If the resulting grayscale color is 40% black or

less, use the black logo.

APPLICATIONSLIGHT TO DARK BACKGROUND RED BACKGROUND

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Using the logo incorrectly can introduce confusion and

inconsistency in the Tucker brand. The examples on this

page illustrate some, but not all, potential misuses of

the logo.

OTHER LOGOS INCORRECT USECOMBO MARK 2

DO NOT USE BLACK LOGO ON RED

DO NOT INVERT LOGO

DO NOT MOVE SYMBOL

DO NOT USE IN TEXT

DO NOT USE ANGLED LOGO

LETTER MARK

BRAND MARK

Lorem ipsum dolor s i t amet, consectetur adipiscing el i t , sed do eiusmod incididunt ut labore et dolore magna al iqua. Ut enim ad minim veniam, quis nostrud

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BARLOW BARLOW SEMI CONDENSED BARLOW CONDENSED

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Tucker’s typeface is Barlow. It is used in headlines,

subheads and body copy. This typeface was chosen

because it’s clean, strong and universal. Weights

available include thin, extra light, regular, medium, semi

bold, bold, extra bold, and black. Whenever possible

Barlow should be used in presentations, emails and any

other written text that accompanies the logo.

Barlow can be downloaded for free on Google Fonts. Contact our Graphics Department for questions about fonts.

FONT

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TUCKER TUCKERBLACKRED

TUCKERLT GREY

TUCKERDK GREY

COLOR

PANTONE 485 C

CMYK 0, 95, 100, 0

RGB 218, 41, 28

HTML DA291C

PANTONE BLACK 7 C

CMYK 38, 35, 33, 92

RGB 60, 57, 53

HTML 3D3935

PANTONE COOL GRAY 10 C

CMYK 40, 30, 20, 66

RGB 99, 102, 106

HTML 63666A

PANTONE COOL GRAY 1 C

CMYK 4, 2, 4, 8

RGB 217, 217, 214

HTML D9D9D6