viking identity manual.vol there is three different original logo-files where the tag-line is...
TRANSCRIPT
Viking identity manual.Vol.3 Updated version 08/02/2008
A logo is like a personal signature or handwriting - it expresses the soul that owns it. Viking is a "down to earth" company – both in our attitude and withour products; our footwear protects your bare feet from the harsh environment outdoors.We don't brag and show off.We simply make footwear for ruggeduse, built to be extremely durable and to tackle the harsh conditions of nature. Finally, our logo reflects this.The word "Viking" is said to mean "a person from Viken" which is the bay area around the Oslo fjord, in south eastern Norway. The word "Viking" has longbeen associated with being strong, robust, rough and tumble, full of courage, brave and having a go-getter attitude. That's how our ancestors lived theirlives, and we still keep the spirit of the word alive in our products too.We have been challenging the Laws of Nature since our company started in 1920, andit is something we still do and will carry on doing.
Our identity
Basic elements
A brand's identity is createdthrough how it dress, speaksand behaves; its personalityor tone-of-voice.
Tone-of-voice is distilled fromour vision, mission, valuesand ambition. It is expressedthrough symbols, fonts,colours, lay-out and throughour way of writing and ourimages.
It is important that our tone-of-voice is easy recognisableand consistent to create aunique brand identity.
But, our Brand Identity ismuch more than you can seein this document. The intenti-on of this document is to giveyou a minimum set of rules sothat our basic identity ele-ments are correctly used.
Vol.3 Viking Footwear identity manual. Page 4
Challenging the Laws of Nature since 1920
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå
Logo:
Tagline:
Typography:
Colors:
Vol.3 Viking Identity Manual
Symbol Signature
The secondary logo
The primary logo
The primary logo must always be the firstchoice, but when size or space make itimpossible, or difficult, to use the primarylogo the secondary logo can be used.
The logo
Basic rules
Our new logo consists of asymbol and a signature.
In the implementation phasethe logo and symbol mustnever be used separate(except in some extraordi-nary situations which can beaccepted in each individualcase).
Logo libraryOn page 14 all logo variantsare listed that are availableas original artwork.
Vol.3 Viking Identity Manual
Vol.3 Viking Footwear identity manual. Page 5
The symbol and signature must always be used in correct sizes.The “V” in the signature will always give you the correct size,placement and distance between the two elements
The “N” from the signaturewill always give the correctsize, placement and distancebetween the two elements.
Note! The symbol starts atthe “I” in the signature.
Do not use the symbol smalleror bigger than the fixed size.
Do not change the place or orientation of the symbol.
Do not use any other color variationsthan those in this manual.
Primary logohorisontal
Secondary logovertical
The logo
Basic rules
The symbol and signature isfixed in the original logofiles, and must not bechanged in any way.
Vol.3 Viking Footwear identity manual. Page 6
Vol.3 Viking Identity Manual
Spacing guide
The logo
Space rules
Follow the guide when itcomes to giving the logo aminimum of peace and quietness in the layout.
Background rules
Pictures and patterns:When the logo is used onto apicture or pattern, make surethat the contrasts are good.Do not put the logo onto anoisy picture or pattern ofany kind.
Colour backgrounds:Do not use other colour back-grounds than the ones in thecolour palette when display-ing the black or white logo.
Vol.3 Viking Footwear identity manual. Page 7
Vol.3 Viking Identity Manual
Ex. correct use of backgroundsEx. incorrect use of backgrounds
Vol.3 Viking Footwear identity manual. Page 8
Primary logohorizontal
Secondary logovertical
The logo
Alternative
In the implementation phasewe have two logo-alternatives:
- Horizontal (primary logo)- Vertical (secondary)
Both variants can be used in:- Black (positive)- White (negative)
The symbol can be used as a decoration element withanother set of rules (see page. 13 in this document).
We do this is to ensure a clearcommunication of the silhouet-te by not distracting the logowith too many variants andcolours.
Vol.3 Viking Identity Manual
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature since 1920
No. 1 Logo with a big tag-line centred below.
No. 2 Secondary logo with a big tag-linecentred below.
No. 3 Logo with a small tag-linecentred below.
No. 4 Logo with a small tag-line above.
Vol.3 Viking Footwear identity manual. Page 9
Tag-line
Standard placement of tag-line together with the logoThere is three different original logo-files where the tag-line is included in the logo-files.NOTE: In the implementation phase we recommend the use of no. 1.
Vol.3 Viking Identity Manual
Vol.3 Viking Footwear identity manual. Page 10
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920e
g
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
The tag-line separated from the logo Vol.3 Viking Identity Manual
The tag-line separated from the logoIn addition to the 4 different original logo-files including the tag-linethere is another way of using the slogan. That is the tag-line separatedfrom the logo (but always used in a layout or design which includes thelogo somewhere, see ex. to the right). The separate tag-line is availableas original artwork files in the following variants; positive or negativeand in PMS 5503 or 5625. All variants can be right and left centred.This alternative is to be used on design elements where it is suitable ornecessary with bigger size slogan and design. Ex. stationeries, POS,fair/showroom decorations etc.
Note: Only use the original fixed artwork-files, see logo library.
Typography
1.Rockwell
Our new typography isRockwell.
Rockwell is chosen becauseof its flexibility and distinctcharacter.
Both regular and bold canbe used, and it can be usedboth in body, ingress andheading.
The font can also be used in50 % black.
2. Arial
In electronically documents(ex.Word and Power Point)and web we use Arial.
Vol.3 Viking Identity Manual
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789
Vol.3 Viking Footwear identity manual. Page 11
The cool colours can be used in 100, 75, 50 and 25 % shades.The signal colours; red and yellowmust always be used 100 %.
100% 100% 100% 75% 50% 25%
PMS: 173CMYK:Cyan: 0 %Magenta: 82 %Yellow: 94 %Black: 2 %
PMS: 123CMYK:Cyan: 0 %Magenta: 19 %Yellow: 89 %Black: 0 %
PMS: 5503CMYK:Cyan: 40 %Magenta: 2 %Yellow: 14 %Black: 9 %
PMS: 5625CMYK:Cyan: 47 %Magenta: 18 %Yellow: 41 %Black: 40 %
Fire Sun Water Rock
Vol.3 Viking Footwear identity manual. Page 12
Colors
We have chosen a small palette of colours to representViking in the implementationphase of the new brand identity.
The colour palette is chosenbecause of the ability to giveboth peace and energy to any layout or design.
Note! Viking are more a brand which “dresses” itself in blue and green, thanorange or yellow.
Vol.3 Viking Identity Manual
Lore
m ip
sum
Loremipsum
Loremipsumdolor
Challenging the Laws of Nature since 1920
Challenging the Laws of Nature
since 1920
Loremipsumerdolor
Challenging the Laws of Nature
since 1920
Vol.3 Viking Footwear identity manual. Page 13
Rules
Our symbol can be used as a decorative element in many ways.Here are some examples ofhow it can be done.
In the implementation phasethere is only one rule:Never show the whole symbol. Always crop thesymbol so that a part of it is visible.
Vol.3 Viking Identity ManualThe symbol as decoration
Primary logoPositive and negative
Primary logo positive with tag-line
Primary logo negative with tag-line
Vol.3 Viking Identity ManualLogo library - file names
Vol.3 Viking Footwear identity manual. Page 14
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
PMS:VIKtag_5503_l.epsCMYK:VIKtag_4c_water_l.eps
PMS:VIKtag_5503_r.epsCMYK:VIKtag_4c_water_r.eps
PMS:VIKtag_5625_l.epsCMYK:VIKtag_4c_rock_l.eps
PMS:VIKtag_5625_r.epsCMYK:VIKtag_4c_rock_r.eps
VIKtag_pos_l.eps VIKtag_pos_r.eps VIKtag_neg_l.eps VIKtag_neg_r.eps
Challengingthe Laws of Nature
since 1920
Challengingthe Laws of Naturesince 1920
Challengingthe Laws of Nature
since 1920
VIK_pos.epsFilename
Filename
Filename
Filename
Filename
Filename
VIK_pos.tag1.eps VIK_pos.tag2.eps
VIK2_tag.pos.epsVIK2_pos.eps VIK2_neg.eps VIK2_tag.neg.eps
VIK_pos.tag3.eps
VIK_neg.tag1.eps VIK_neg.tag2.eps VIK_neg.tag3.eps
VIK_neg.eps
Secondary logoPositive and negative
Secondary logoPositive and negativewith tagline
Separate tag-line colours
Separate tag-line black and white
Vol.3 Viking Footwear identity manual. Page 15
Shoebox andhang-tags
The first time the consumergets close to our identity iswhen purchasing a pair ofViking shoes/boots in thestore. Either he or she isexposed to our in-store communication elements or through the product packaging.
This hands-on moment iscrucial and all elements inthis first meeting send outsignals about who we areand what to expect of us.From the simple and distinctshoebox design to the detailed product attributedescriptions on the hang-tags.
Vol.3 Viking Identity ManualPoint of sale identity
100% CMYK
(PMS 5503)
100% CMYK
(PMS 5625)
Gradient guide:
NOTE! when seperate lid is used the lid side must be given
a matching gradient to the box so that it will appear as
a perfect gradient when lid is on
Fliplid Seperate lid
Box gradient
Lid gradient
45%
55%
PMS: 173
CMYK:
Cyan: 0 %
Magenta: 82 %
Yellow: 94 %
Black: 2 %
PMS: 123
CMYK:
Cyan: 0 %
Magenta: 19 %
Yellow: 89 %
Black: 0 %
PMS: 5503
CMYK:
Cyan: 40 %
Magenta: 2 %
Yellow: 14 %
Black: 9 %
PMS: 5625
CMYK:
Cyan: 47 %
Magenta: 18 %
Yellow: 41 %
Black: 40 %
1/4 1/4
Fixed artwork file:
Longside red_payoff.ai
Longside yellow_payoff.ai
is to be placed on the same
line as logo and scaled to 1/4
of the box side
Fixed artwork file:
Shortside red_payoff.ai
Shortside yellow_payoff.ai
is to be placed on the same
line as symbol start and
scaled and streched
to match the longside
artwork in height
Web adress:
File: web_adress.ai
is to be centered between
art: shortside red_payoff.ai and
the bottom of the box.Then use
the distance over and under the
webadress to find correct right margin.
Repeat on the other short side.
Der grüne Punkt® brand
is never to be bigger than
Ø: 10 mm and placed left
alligned with yellow artwork
and between bottom and
artwork.
Note: When seperate lid
place the mark on the lid
as showed here
On seperate lid:
Use the “N” to find the correct
left margin then scale to the center
of box side using the end of “G” to
find exact size. Then place the logo
on the lidside top-bottom by using
the “G”as shown here
On flip-lid:
Place the logo from top
using the “N” as shown here
Placing of short end logo
Fliplid and separate lid design guide
VIKING FOOTWEAR SHOE-BOX
To find the exact size of logo - filename: VIK_pos.ai
Place the logo so that the symbol point is tangeting
the middle line of box side, then scale the logo until
it has the with and height of the “n” as margins.
2/4
Not like this!
1/4 1/4 1/4 1/4
Size and placing guide
for logo on lid
Cut-out finger
grip hole.
Ø: 25 mm
Vol.3 Viking Footwear identity manual. Page 16
Photo style
Viking will be associatedand dressed in images thatshow fabulous, raw natureand people using it. Shot indocumentary-style, with orwithout action, but alwayswith hints of exploration,adventure and challenges.Images must show energyeven if it is just picturing arock for instance, then thetension between the rockand the glacier that coveredit 10.000 years ago shouldshow in the shot. Imagesshould always have goodcontrasts, colours and bebelievable. No staged studiofashion shots.
Vol.3 Viking Identity ManualImage identity
These are the basic elements and the rules that follow them.
Further development of this document's content is in progress and willbe up-dated as new materials and designs are developed.
Vol.3 Viking Footwear identity manual. Page 17
Vol.3 Viking Identity ManualMore