seabase brand guide 2 · of business card) and also where impact is paramount ie vehicle livery...

2 SEABASE BRAND GUIDE

PAGE 3 INTRODUCTION

SECTION 1: CORE BRAND APPLICATIONPAGE 5 1.1 LOGO USAGE

PAGE 6 1.2 BY-LINE

PAGE 7 1.3 COLOUR-WAYS

PAGE 8 1.4 TYPEFACES

PAGE 9 1.5 SECONDARY DEVICE

SECTION 2: EXTERNAL COMMUNICATIONSPAGE 12 2.1 STATIONERY

PAGE 13 2.2 VEHICLE LIVERY

PAGE 14 2.3 PRODUCT PACKAGING

PAGE 15 2.4 SIGNAGE

PAGE 16 2.5 WEB PRESENCE

SECTION 3: BRAND CAMPAIGN & PRODUCT PROMOTIONAL ADVERTISINGPAGE 18 3.1 AD CAMPAIGN WORK

SECTION 4: SUBE BRAND USE WITH PARENT BRANDPAGE 20 4.1 QUIVER: ASSYMETRICAL DECAL PLACEMENT

PAGE 21 4.2 QUIVER: CENTRED DECAL PLACEMENT


WHAT ARE BRAND GUIDELINES?Brand guidelines lay out the ground rules which establish

and now protect the Seabase identity. The visible

representation of Seabase is an important marketing

tool used to shape the perceptions of our customers,

employees and target markets. The identity and the

associations with it provide a competitive advantage; it is

critical that the brand is protected for the future.

WHY DO WE NEED GUIDELINES?As a Company and as a Brand, Seabase is working towards

increased recognition on a global scale. It is essential the

brand is controlled and associated with the diversity of

products, markets and values which make up the Seabase

culture. Much of this is portrayed in the visual representation

of the Company Identity.

Brand Guidelines serve to control the standard and

consistency of an Identity both internally and externally.

This envelopes internal publications in addition to external

websites, brochures, advertisements, product packaging,

stationery and presentations. This Brand guide manual

sets out the standards required; please ensure these are

followed.

USING THE GUIDELINESThis document serves as a guide to the Seabase brand.

The information contained within it details each of the

key elements that constitute the brand and help to form

the company’s identity – such as the Seabase logo, the

corporate typefaces and the byline that will become

synonymous with Seabase.

All brand material can be catagorised in one of two ways:- ‘ External’ Media (anything that will be seen by those

outside the business, such as Seabase customers or the

general public).

- ‘ Internal’ Media (anything that will ONLY be seen or used

by Seabase employees within Seabase buildings).

In all cases, Anomaly Creative is able to provide assistance

and guidance to ensure that it remains consistent with the

Brand Guidelines.

SECTION 1core brand application



LOGO USAGE

The Seabase logo will always be the primary and most instantly recognisable element of the corporate branding. It is therefore critical the Seabase

logo is used appropriately and in line with these guidelines

to ensure it always achieves maximum clarity, prominence

and consistency.

Please follow these rules carefully, whenever and

wherever the Seabase logo and associated elements are

used; stationery, literature, signage, display and product

packaging and any application of the brand to any media

across the board. Of course there may be circumstances

when it may not be possible to follow the instructions

given here to the letter. In these cases feel free to consult

with Anomaly Creative will ensure that the logo is treated

most appropriately.

A. SEABASE LOGOThis is the most visible and recognisable element of the

brand identity. Along with the other associated elements

it has been created to refl ect and carry the existing

value into the future.

Each of these elements, but especially the logo, has

been precisely drawn and must not be altered in any

way. High-resolution (print-quality) artwork for the logo

can be requested from Anomaly Creative and must

always be used to ensure that professional presentation

of the brand is always achieved.

B. CLEAR SPACEAn exclusion zone has been established that is

equivalent in proportion to the areas marked with a

cross (in the diagram opposite). This amount of ‘free

space’ should always be left clear around the logo to

ensure that it stands out clearly.

C. STANDARD SIZEThe standard size (in width) of the logo when used on

the cover of A4 literature should always be 60 (w) mm.

When used on secondary or tertiary media for example

sponsorship on an event poster/advert, logo height is

to be no less than 4mm. The logo has been created

with simple shapes and curves so it has the strength to

maintain legibility and presence when small or viewed

from a distance, however in applications such as

newsprint it may need to either be black and white, or

larger than 4mm height due to registration issues in this

type of printing.


BY-LINE

The by-line is the only object that is permitted to

encroach into the logo’s clear space perameters. As

shown below, ‘we are surfi ng’ lines up with the tip of the

last E in the logo, and lines up to the left visually with

the start of ‘BASE’. The by-line is positioned below the

logo the distance equal to the thickness of the logo’s

horizontal lines.

The by-line can also be used separated from the logo

but never where possible on it’s own. There are a few

occasions exlusive to this rule; on documents where it

is apparent it is a part of the Seabase brand (see back

of business card) and also where impact is paramount

ie vehicle livery where space and interuption from

contours, handles & rubbers is an issue.

Also advert sign-offs as bottom diagram, (detailed

later in this document), the base of the byline (not the

descender of the ‘g’) must line up with the base of the

logo as shown bottom.

The Seabase by-line is a positioning statement. It is in lowercase letters so as to not be over-bearing and

self important and it is always fi nished with full-stop; there

is nothing further to add. it says it all.

It is a simple play on words that in the fi rst context exudes

confi dence and identifi es with the audience that the brand

is built on the very core values of surfi ng. Be it the feeling

you get when you’re the fi rst person in the water and you

watch the sun rise over perfect A-frame peaks, your fi rst

tube, or passing on and sharing the experience or surfi ng

to the next generation; it says Seabase is eyeball deep in

it just like the customer and for them that’s the emotional

buy in.

The second context is that Seabase is actually physically

and perpetually out surfi ng and as an entity is totally

addicted to all aspects of the sport. Afterall it is the sport

that the core business is built around.


1.3 COLOURWAYS

The Seabase brand colours are fi rst and foremost PMS

299 c, BLACK, and the tertiary colour is PMS Cool Grey

10. The logo where possible is to be in the blue as shown

top right, but may also be black on white, reversed out of

blue in white, reversed out of black in blue or white and

grey in white as shown to the right.

LOGO MIS-USEIf these guidelines are followed, the Seabase logo should

always appear in its correct form, however pictured

below right are a few examples of improper use of the

logo. Such misuse includes scaling or stretching the logo

out of its intended proportions, using the brand mark

with non specifi ed colours. All such mis-uses damage

the strength and due to inconsistency, dilute the visual

impact of the brand.

Where possible the logo must sit on clear space, if there

is no way to avoid this then ensure it is at it’s maximum

contrast colour way. Examples of dos and don’ts below:


TYPEFACES

The base typeface for all communications is the Helvetica Neue family. Helvetica was created circa 1950 and to

this day appears timeless, it always looks fresh and up to

date. Also it is very fl exible as it works well when used in

conjuction with many other typefaces, such as may happen

with campaign work.

Predominantly the body typeface is Helvetica Neue Roman,

to be used at 9pt and no smaller than 8pt. Generally

the exetended versions are only to be used in external

communications such as sub headers. In rare cases where

space is tight and information is needed solely to cover

leagal obligations condensed versions can be used eg in

terms and conditions.

HELVETICA NEUE LIGHT1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

HELVETICA NEUE ROMAN (55)1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

When Helvetica Neue is unavailable (this may be the case

with internal communications) use Arial.

ARIAL REGULAR1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

ARIAL BOLD1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

HELVETICA NEUE BOLD (75)1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

HELVETICA NEUE EXTENDED (53)1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

HELVETICA NEUE MEDIUM CONDENSED (57)1234567890!@£$%^&*()ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz


TYPEFACESHEADING SIZE HELVETICA NEUE 75 @ 18pt

Intro copy to be Helvetica Neue 75 @ 12 pt with 12pt leading. Can be run all Capitals but if over 30 words it’s easier to read if sentence case is used.

Body copy to be Helvetica Neue 55 @ 9pt with 9pt leading. For external communications via letterhead 10pt is also acceptable.

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SECONDARY DEVICE

The 100% WATERPROOF, 100% QUALITY seal is the

customers’ guarantee they are receiving the best products

that Seabase is able to provide. It’s purpose is to build on

the high standards already instilled into the Seabase brand.

This seal is to be used on all product packaging as well

as product specifi c advertising be it magazine, instore

promotional material or sales promotions.

Do not use any smaller than 30mm diameter,

minimum size shown below.

SECTION 2external communications


22.11 STATIONERY

SEABASE LIMITED UNIT 10, SEABASE INDUSTRIAL ESTATE, NEWQUAY, CORNWALL, UK TR7 2SX t +44 (0) 1637 875 811 f +44 (0) 1637 877 114 e [email protected] www.seabase.eu

SEABASE LIMITED UNIT 10, SEABASE INDUSTRIAL ESTATE, NEWQUAY, CORNWALL, UK TR7 2SX t +44 (0) 1637 875 811 f +44 (0) 1637 877 114 e [email protected] www.seabase.eu

e [email protected] m +44 21 000 0000t +44 (0) 1637 875 811f +44 (0) 1637 877 114

SEABASE LIMITEDUNIT 10, SEABASE INDUSTRIAL ESTATE, NEWQUAY, CORNWALL, UK TR7 2SX

MURRAY STEWARD DIRECTOR


The wave device is compimentary to the core brand, but

not a fi xed graphic; it is not a part of the core brand and can

be intermittently changed every few years to keep the look

fresh while maintaining the brandmark consistently in the

revised form as shown.

22.22 VEHICLE LIVERY


Vehicle livery has also yet to be resolved but a new design

will be developed as part of the ongoing roll-out of the

brand.

All vehicles will eventually be silver. Shown at right is the

current conceptual applied to a generic vehicle (Mercedes

Sprinter).

Brandmark + by-line and any contact details (preferably

kept to the minimum or the web address to avoid clutter) all

computercut in brand colours as displayed.

Image printed in black onto clear vinyl adhesive so silver

of vehicle shows through. This gives imagery a nice subtle

presence to support the brandmark without being too

colourful and overbearing of the brand. The logo should be

number one in the heirarchy in this application due to the

short time frame the viewer sees the vehicle, it may be as

short as a few seconds when driving past.

22.33 PRODUCT PACKAGING

The packaging has been designed to refl ect the quality

of the Seabase product range. In todays’ retail clutter its

refreshing and eyecatching to see simply designed material.

Shown right is a conceptual application of the header card

for the polyester resin ding repair kit. Instructions to be

printed on the inside or folded and inserted into bag with

product.


surfboard repair kitPOLYESTER RESIN

22.44 SIGNAGE

Examples of both corporate and directional signage. Note the

logo guides explained earlier in practice.


22.55 WEBSITE

Screen Grab examples of Brand use online, web development currently

in progress.


3brand campaign & product promotional advertising


33.11 LOGO & BY-LINE SIGN OFF


When used in Classifi ed advertising and due to restricted

space/column width the logo and byline are to be used in

the stack format as show below left. Be sure to observe all

clear space requirements; the logo maintains more impact

slightly smaller and with breathing space than it is pulled

larger and squashed in the column width hard up against

other ads which nine times out of ten are poorly designed,

cramming too much info in a small space and off balance.

These kind of ads disappear into the blur of information.

The idea is to take ownership of the space no matter how

small it is to grab attention and make the message simple,

to the point and easy to read as possible.

On full page adverts the logo/byline can be used as shown

below right, on a double page spread (dps) it is better to

use the stack as it keeps the brand sign off together in

such a large space. Always keep the logo and byline inside

publication specifi cations of text safe zones (margins).

The logo doesn’t need to be huge in this application it

is the last thing the reader should see. The hierarchy for

a well executed ad is visual + headline (engaging the

viewer enough to read more), then in further detail with a

brief message, and fi nally the brand and contact points

ie website and or ph. Keep these to the minimum on the

brand ads.

On an A4 8mm high is large enough, it serves only as a

sign off to a smart and well executed campaign. The ad’s

resonance and viewer recall comes from the impact of the

message and visual of the ad, not a logo that takes up half

the page.

4sub brand use with parent brand


44.11 DECAL PLACEMENT


QUIVER BY SEABASE Regardless of the sub brand and model, the logo is to

be used separately from the Seabase brandmark. When

displayed in advertising/media or brochures it is to be

introduced as a product of Seabase, and the media

shall be branded accordingly as per this brand guide,

maintaining ownership for Seabase.

Assymetrical placement is preferable, however, if placed

centred the decal is to be shifted as far forward as

possible as shown on the next page.

Manufacturing decals such as the ‘E’ Series are to

be placed inbetween the fi ns on the base, and model

descriptor decals on the deck behind or to the side of

the legrope plug, taking into consideration traction pad

placement.

44.22 DECAL PLACEMENT


Main decal/logo CentredAssymetrical placement is preferable for longer/more

horizontally orientated logos, however, if placed centred

the decal is to be shifted as far forward as possible. When

a centred logo is placed too low it creates the optical

illusion of the board being a lot wider and fatter than it

actually is. This is fi ne for retro models and longboards

as it adds to the old school feel, but can take the edge off

the look of a refi ned, high performance surfboard.

seabase brand guide 2 · of business card) and also where impact is paramount ie vehicle livery...

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