kurb brand standards book
DESCRIPTION
KURB - Know Your Bike Brand Standards BookTRANSCRIPT
A Comprehensive Guide to the KURB Logo & Identity
Created and Designed by Brady Carpenter
A Comprehensive Guide to the KURB Logo & Identity
Creaded & Designed by Brady Carpenter
All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usage without written consent is prohibited. 2011/ KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
8
HELLO
9
CONTENTS
Where would you like to go?
CULTURE KURB IS
PHILOSOPHY
IMAGERY
COLOUR KURB RED
GRADIENT
GREYS
TYPOGRAPHY DAYS FONT
WHY DAYS
CALIBRI FONT
HEADINGS & COPY
LOGO PRELIMS
SPECS
VARIATIONS
INCORRECT
PARTS PARTS
ONLINE
WEB SITE WEB SITE
MERCH
CONTACT
09 09
10
08
13 13
14
15
18 18
19
20
21
27 24
28
30
31
34 34
35
44 44
45
48
10
CULTURE
KURB is
KURB is a progressive & detailed web-based guide to all components of the three
types of extreme biking; mountain, bmx & trials.
This guide will showcase how you can tailor a bike’s feel with diverse component range to create your
perfect riding style.
11
CULTURE
PHILOSOPHY
KURB is geared towards the youth generation between the ages of 10 & 24. This
demographic of almost exclusively male consumers make up the bulk of extreme
sports market.
This Gen is typically ENERGETIC, EXCITABLE, STRONG, MOTIVATED, DANGEROUS, PROGRESSIVE,
FUN, & over all ACTIVE.
12
CULTURE
IMAGERY
The KURB Brand is clean & bold so it is important when choosing images to
make sure that they convey the personality of the brand.
These are some examples which convey the brand image.
IMAGERY
v
13
v
14
vv
v
15
COLOUR
KURB RED
Red is the most suggestively powerful colour. It is the symbol for love, passion,
danger & energy.
While being the most visible colour red is also the most emotionally intense colour evoking many
powerful feelings.
C 15
M 100
Y 100
K 0
R 210
G 35
B 42
16
COLOUR
KURB DARK
C 15
M 100
Y 100
K 15
KURB DARK
C 100
M 100
Y 100
K 100
KURB LIGHT
C 0
M 100
Y 100
K 15
KURB LIGHT
C 0
M 0
Y 0
K 85
KURB BLACK GRADIENT
KURB GRADIENT
These two gradients are built to be used in full colour applications in a very
careful way. The reds are chosen to be substitutable in the case of an issue with
background values with colours or greys.
The grey gradient can be used in a B&W or Colour Application.
KURB RED GRADIENT
17
COLOUR
KURB BLACK
C 0
M 0
Y 0
K 100
KURB LIGHT GREY
C 0
M 0
Y 0
K 50
KURB DARK GREY
C 0
M 0
Y 0
K 85
KURB WHITE
C 0
M 0
Y 0
K 0
KURB GREYS
As well as black & white there are 2 values of grey (85% - Dark Grey & 50% - Light
Grey) that can be used when the background’s value is different.
19
CONTENTS
20
TYPOGRAPHY
DAYS TYPEFACE
Days is a great free based typeface found on Behance. It’s a real treasure for headlines.
It’s clean, rounded, modern & is full of character. Although there is a strong geometric
feel it is very friendly & sturdy. These are perfect characteristics for the KURB Brand’s
logo & identity.
Days typeface is a display font meant for use in large sizes & works effectively in capitalized letters. It was
designed by Aleksey Maslov, Ivan Gladkikh, Alexandr Kalachë.
21
TYPOGRAPHY
WHY DAYS ?
Days is the perfect typeface for KURB. The wonderful
rounded corners of the strongly built characters
showcase an elegant yet bold feel. The slight slant
in such letters as the A & K suggest an energy,
movement & flow strength that goes hand in hand
with extreme biking.
ABC DEF GHI JKL MNO PQR STU VWX YZabc def ghi jkl mno pqr stu vwx yz
123 456 789 0!@# $%^ &*() ?
22
CALIBRI TYPEFACECalibri is a humanist sans-serif typeface family under the Microsoft ClearType Font
Collection. Calibri was designed by Lucas de Groot. This is a perfect clean, geometric,
yet rounded, type for Secondary font applications within the KURB identity & web.
Calibri has four faces in the family; REGULAR, ITALIC, BOLD & BOLD ITALIC
CALIBRI TYPEFACERegular
Italic
Bold
Bold Italic
TYPOGRAPHY
23
HEADINGS & COPY
HEADING
Heading should always be DAYS CAPS in black. Although if the
background value is not cooperative then the 85% or 50% grey
values or white will substitute. Calibri Sub Heads & Body Copy
should be set in 85% Grey when ever possible but the same rules
apply to the Sub-Headings & Body Copy as the Heading.
Sub Heading/ Important body copy.
“A Comprehensive Guide for the KNOW YOUR BIKE
Logo & Identity.”
More detail body copy. “A Comprehensive Guide for the KNOW
YOUR BIKE Logo & Identity.”
Days Caps 14 pt
Calibri Regular 12 pt
Calibri Regular 10 pt
TYPOGRAPHY
24
HELLO
25
CONTENTS
26
PRELIMS
KURBknow your bike
27
PRELIMS
28
PRELIMS
KURB
29
LOGO
30
LOGO
LOGO SPECS
The full logo is scaled based on the white circle in the icon. Each character is
the same width as the diameter of the circle. On the Horizontal line the spacing
around the circle to the outer edges is .25 units wide as well as the space between
the icon & wordmark. The letters are kerned to optical perfection using the left
over .25 unit. The same applies to the vertical nature of the three circles & the
remaining space of the icon.
1 Unit
3 Units 4.25 Units
8 Units
1 Unit
1 Unit
4 Units
31
LOGO
ICON SPECS
The icon is based on a link of a bike chain. This chain link is the perfect representation of bikes because it is
of its perfect form. It is a very curvilinear yet strong form in itself. Since KURB is about understanding all the
components of bikes & being able to link them together to build your perfect ride then the physical job of
the bike chain link is a perfect comparison. The placement of the three links are important as well because
they symbolise the 3 types of extreme bikes and the unity of having a perfect bike.
This is the reformed verson of the linking chain. This is an exact likeness of bike chain links.
32
LOGO
LOGO VARIATIONS
The full colour versions can be used on many different backgrounds. The variations
are to be used when full colour cannot be used, where the background is too busy
or when the logo would become lost.
Full Colour on White
Full Colour on Grey One Colour - White Grey on White
Full Colour on Black White on Black Grey on Black
33
LOGO
INCORRECT USAGE
Much thought and effort has been put into the KURB Identity and it would be a
shame to wreck it. The logo, icon or wordmark should not be stretched, compressed,
rotated independently, skewed, discoloured or distorted in any way.
36
PRINTS
Print Documents
The main print documents will be in the form of posters, banners and flyers. Some
documents might need to be put in production like invoices or letters. The posters
will need to showcase action shots of either mountain, BMX or trials bike riders. The
KURB Logo should always be in the frame of the photo in some scale.
Etiam volutpat risus quis arcu laoreet porttitor. Vestibulum tempor ipsum ac orci
porta tincidunt. Fusce tempus, elit eu suscipit faucibus, justo libero dapibus lorem,
non malesuada velit erat ut augue. Cras ut nulla sed arcu tristique ullamcorper. Nam
sodales tortor eu velit euismod luctus. Etiam fringilla erat quis ipsum consequat
malesuada. Sed volutpat ultricies lacus, eu accumsan purus malesuada sit amet. Ut
varius scelerisque placerat. Proin convallis facilisis iaculis. Nulla vitae fringilla tortor.
Suspendisse potenti. Proin luctus laoreet dui, posuere tempus neque.
Phasellus sapien justo, imperdiet vel vehicula tempor, ornare nec neque.
Maecenas at elit nec tortor tristique euismod. Integer condimentum nisl ut metus
suscipit eleifend. Ut lectus massa, adipiscing eget blandit nec, ultrices a nisi. Sed
gravida tincidunt massa, nec laoreet quam eleifend et.
Brady Carpenter PO BOX 133 Parry Sound, On
PHONE 555-555-555 EMAIL [email protected] www.kurb.com
Tuesday, November 16/ 2011
To whom it may concern,
Sincerely,
Thank you.
1u
8u
4u
1u1u
4u1.
75u
All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usagewithout written consent is prohibited. copyright©bradycarpenter 2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
1u
37
PRINTS
38
PRINTS
39
PRINTS
40
PRINTS
41
PRINTS
44
BIKE PARTS
All of the bike parts that are used with mountain bikes, trials bikes and BMX bikes are illustrated using simple consistant strokes. They are labelled with the specific name of the each component of the part itself. The labels are to be set in Days typeface and linked with red strokes. The strokes should have 90o bends with a radius of 0.125 in and ended by a .25 in radius dot.
PARTS
PEDAL THREAD
ARM
BB THREAD
FREEWHEELTHREAD
Bend
Dot
45
WEBSITE
This will be displayed on the website and most applications as a white graphic on a black background with the
type in 80% grey.
ONLINE
PEDAL THREAD
ARM
BB THREAD
FREEWHEELTHREAD
46
WEBSITE
The web presence will be introduced by the story and background of KURB through intro pages but will mainly consist of a single page design.
WEB SITE
TRIALS
BMX
MTB
bash guard bash ringbottom bracketchaincogcranksforks framefree wheelhandle barshydrolic rim brakeshydrolic disk brakesheadsetpedalsstemV-brakes
NOODLE
CLAMP
ARM
PAD
PIVOT NUT
The pedal is what the rider pushes with his or her foot to propel the bicycle. It
bearings with respect to the spindle.
Sizes - depend on the thread size of the pedal spindle and the crank arm thread hole. Most are universal.Tips
47
MERCH
The KURB logo, icon or wordmark can be used on their own for merchandising purposes.
MERCH
50
TAKE CARE
If you ever hit a block just refer back to this guide. Its quite simple and we hope you have fun with your designs. Be creative and use our flexible logo for your ideas.
If you want more information you can contact Brady Carpenter at:[email protected]
Thanks for taking the time to explore KURB.
LAST WORDS
All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter.
Their usage without written consent is prohibited.
copyright©bradycarpenter
2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER
56