callaway id guide

7/31/2019 Callaway ID Guide

1/29

S T Y L E G U I D E2 0 0 5

7.29.05 /Rev.


2/29

I . Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

I I . The Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

a. Core Values

II I . The Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3a. Product Names

IV. Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-10

a . Main Corporate/Packaging

b. Advert is ing Branding Logo and Tagline

c. Soft Goods/Apparel Logo

d. Merchandis ing/Fixture Logo

e. The Chevron Device

Chevron Device with Cal laway Golf Logo

f . Special Logos

Castable Logo

Tour Headwear Logo

Sub-brand Logos (e.g. apparel logo type)

g. Logo Usage Rules

h. Logo Hierarchy

i . Improper Logo Reproduction

V. Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

a . Primary Colors

b. Secondary Colors

VI. Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12-13

a . Advert is ing Example

b. Point-of-Sale Example

c. Web Site Example

d. Sub-brand Example

VII . Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 a.Soft Goods Photography

VII I .Pro fessional Staff Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

IX. Copyrighted Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

X. Tradem ark Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17-18

XI. Legal Lines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

XII. Media Usage Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20-21

a . Marketing Commu nications

Pr int , POS, Collateral and TV Examples

b. Letterhead, F orms, Publicat ions

Letterhead Example

c. Merchandis ing

Merchandising Example

d. Signage

Signage Example

e. Web

Web Page Sample

f . Soft Goods/Accessories/Apparel

Golf Bag Example

Golf Cap Example

Footwear Example

Shopping Bag Examples

XIII . Cal laway Golf Terms and Styles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22-27

TABLE OF CONTENTS

7.29.05 /Rev.32005 Callaway Golf Company.


3/29

1

7.29.05 /Rev.3

INTRODUCTION

Callaway Golf Is One of th e Most Recognized and Valued

Brands in the World.

I t is each of our responsibi l i t ies to commu nicate the brand in a manner that is

consistent, professional and in accord with i ts strategic direct ion.

Doing so strengthens Cal laway Golf s recognit ion, faci l i tates internal processes and

inspires confidence in the marketplace.

Using This GuideThis Style Guide is meant to b e just thata guide to creating a framework for

consistency across a var iety of projects we undertake. It does not contain al l legal

information pertaining to such thing s as comparative advert is ing, puffery, professional

tour player usage, tournament results , technical features, sales and pricing, international

rules and regulat ions, product terminology or USGA issues.

Cal laway Golf trademarks and logos may not be used without the expressed written

permission of Cal laway Golf Company. This document is not meant to imply such

written permission.


4/29

2

7.29.05 /Rev.3

Ely Cal laway Created This Compa ny with a Desire, a Dreamand an Att i tude That Revolut ionized the Game and Businessof Gol f .

He demanded products that looked better and products that played better. Today, that

mandate continues to resonate in our brand statement:

Through an unwavering commitment to innovation, Cal laway Golf creates products and

services designed to make ev ery golfer a better golfer.

Addit ional ly, we str ive to guide our organizat ion with four Core Values that permeate

our culture, business act ivit ies, products and commun ications:

BoldUnless our efforts get noticed, they re a waste of t ime. We are never out of l ine,

but we are never shy about showcasing our hard work.

Innovative We are synonymous with innovative breakthroughs. It is ou r razor-sharp

thinking that creates the cutt ing edge.

Passionate Golf is emotion. No one is m ore excited about or dedicated to the

recreation and the business of this great game.

LeadersLeaders inspire confidence. Leaders are approachable. Simply put, leaders

lead. We do not run with th e pack. Instead, we wi l l a lways b e the one others fol low.

THE BRAND

Bold

Innovative

Passionate

Leaders


5/29

We are Cal laway Golf , not Cal laway. There are other Cal laways in the business world ,

such as Cal laway Vineyards, Cal laway Gardens and Cal laway Edit ions.

Always refer to us as Cal laway Golf .

Approved:

Callaway Golf balls

Callaway Golf clubs

Improper: Callaway golf balls

Callaway golf clubs

Callaway balls

Callaway clubs

THE NAME

3

Product Names

Always capital ize the type of product whe n used with the products proper name.

Approved:

Great Big Bertha Driver

Improper:

Great Big Bertha driver

7.29.05 /Rev.3


6/29

4

7.29.05 /Rev.3

The Cal laway Golf logo is the s ingle, most important piece of brand communication to

our audiences. Different applicat ions dictate dif ferent logo need s. Use the fol lowing to

determine which logo is appropriate for your use.

Main Corporate/Packaging

APPROVED USAGE:use for corporate branding including all printed corporate materials

such as corporate stationery, store signs, store bags, wall signage, packaging and Web site.

Addit ional ly, i t may be used for merchandis ing, including headers fo r product f ixtures,

and three-dimensional s ignage. The logo can be placed within a medal l ion for merchan-

dis ing purposes (see Merchandis ing Logo).

It may also be used for accessories (bags, towels, headcovers, etc.) and hard goods

branding where possible (medal l ions, etc. Also see Castable Logo.) .

THE LOGO


7/29

5

7.29.05 /Rev.3

THE LOGO (continued)

Advertising Bra nding Logo and Tagline

APPROVED USAGE:al l consumer communication materia ls including advert is ing,

televis ion commercials , col lateral and printed point-of -sale materia ls .

Logo in Advert is ing

Example:

Logo in Point-of-Sale

Example:

Always maintain the required protected

space around the Callaway Golf logo fromany other logos, copy or design elements.

The protected area (shown in blue) is theminimum clear space around the

Callaway Golf logo.

The Advertising Branding Logo and Taglinemust be kept in proportion to the example

shown here.

1/2 X

1/2 X

1/2 X

1/2 X

X=


8/29

6

7.29.05 /Rev.3


Soft Goods/Apparel Logo

APPROVED USAGE:when possible, use the main corporate logo. I f necessary, the above

logos can be used on hats, gloves, towels, apparel , bags and fo otwear.

CAPSWITH CALLAWAYGOLF CORPORATE LOGO

CAPSWITH CALLAWAYGOLF LOGOAND CHEVRON


9/29

7

7.29.05 /Rev.3


Merchandising/Fixture Logo

APPROVED USAGE: when possible, use the main corporate logo. However, this logo

can be used on al l f ixtures and poin t-of-purchase displays. The logo must a lways be

posit ioned on the top of the f ixture for maximum vis ibi l i ty.

The Chevron Device

The Chevron Device was created by Callaway Golfs Vice Chairman, Richard Helmstetter,

to dist inguish Cal laway Golf products from others. This mark was f i rst used on the crown

of Cal laway Golf woods in 1987. It was subsequently trademarked in 1991 and has been

uti l ized on Cal laway Golf equipment and merchandise s ince that t ime.

APPROVED USAGE:Accent design elements or marking on soft goods, apparel and soft goods fixtures.

(With appropriate Callaway Golf approvals.)

Device on hard goods.

In conjunction with the Callaway Golf corporate logo on soft goods (see examples on page 6).

The Chevron should only be reproduced in 100% black or reversed to white.

When the Chevron is used with the Callaway Golf corporate logo, both should be the same color

(100% black or white) and kept to the proportions on the following page.

The Chevron can be used by itself on soft goods and equipment; however, the Callaway Golf logoshould be clearly visible on the same piece. (See the golf bag example that follows.)

IMPROPER USAGE:The Chevron Device should not be used by itself to stand for the Callaway Golf brand. If the

Chevron does appear by itself, the Callaway Golf logo should be clearly visible on the same

piece. (See the golf bag example that follows.)

On printed communication materials (ads, brochures, etc.), the corporate logo with advertising tagline

takes precedence over the corporate logo with Chevron Device.

Do not use the tagline below the Chevron.


10/29

8

7.29.05 /Rev.3

Chevron Device with Cal laway Golf Logo


1/2 X

1/2 X

1/2 X

1/2 X

Always maintain the required protected spacearound the Callaway Golf logo from any otherlogos, copy or design elements.

The protected area (shown in blue) is theminimum of clear space that should be allowed.

MAINTAIN PROPORTIONS SHOWN HERE.The Callaway Golf logo and Chevron must be keptin proportion to the example shown here. Theheight of the Chevron should not exceed 2/3(66%) of the height of the Callaway Golf logo.

All Callaway Golf logo and Chevron usage must beapproved by Callaway Golf.

2/3 X

=X

= 2/3 XDo not exceed.

ChevronDevice ongolf club

CallawayGolf logo

ChevronDevice

Appropriate use of Chevron Device and Callaway Golf logo when used separately on golf bag and putter.


11/29

9

7.29.05 /Rev.3

Special Logos

Castable Logo

The word GOLF is larger than it is in the corporate lo go and has s l ightly rounded corners in

order to be castable on Cal laway Golf c lubs.

APPROVED USAGE: sole plates, gr ips.

Tour Headwea r Logo

The word GOLF is larger than it is in the corporate lo go for vis ibi l i ty in televised events.

APPROVED USAGE: caps for Cal laway Golf Staff Professionals.

Sub-brand Logos

Other Cal laway Golf sub-brands such as Apparel should be treated as above. It ut i l izes the

main corporate logo, with the sub-brand between two l ines below. When possible, avoid

creating entirely new logos for Cal laway Golf sub -brands. Use this template instead.


Avenir, 65medium 10/10,+700track, 100%k

sol id l ine, 100%k


12/29

10

7.29.05 /Rev.3


Logo Usage RulesDo not modify the logo(s) .

Do not reproduce the logos in any colo r other than 100% black or white.The logo may be engraved, embossed, debossed, etc.

I f a f i l l color is required, i t should only be 100% black or white.

Logo HierarchyThe Cal laway Golf logo should always be the largest logo on any piece of communication

or equipment.

On equipment or packaging, lo gos and marks should appear in this s ize h ierarchy:

1) Cal laway Golf logo = largest2) Sub-brand < 75% of Cal laway Golf logo

3) Technology (thats not part of the sub-brand name such as S2H2) < 50% of Callaway Golf logo

Improper Logo Reproduction

APPROVED:

IMPROPER:


13/29

11

7.29.05 /Rev.3

Use these colors to create marketing communication materia ls such as adve rt is ing,

point-of-sale, and Web pages. The app roved colors are divided into two groups:

primary and secondary.

Pr imary ColorsBackgrounds of communication pieces should be 100% white i f possible.

Secondary Colors

This muted palette is meant to convey a sense of sophist icat ion. Secondary colorsshould be used sparingly as type, borders or other accents.

Only use a secondary color i f a p iece of communication necessitates i t . For instance,

to complement the ochre Chevron Dev ice in the Big Bertha Fusion I rons, PMS 1255 C

(ochre) can be used as an accent. Only one accent color should be used per page or per

piece. These colors should no t const itute more than 10% of a piece of communication

and should not be used as backgrounds.

The fol lowing is a l ist of second ary colors matched with products to date.

COLOR PALETTE

Pantone 200 C Pantone 1255 C 70% black Pantone 7461 C Pantone 392 C Pantone 295 C

Pantone 322 C Pantone 411 C Pantone 173 C Pantone 364 C Pantone 871 C

White 70% black 100% blackSilver

Pantone 877 C

NOTE: The colors on this page are not intended to be used as a color matching device. For accurate standards, please refer to the current

edition of the Pantone Color Formula Guide.

BIG BERTHAHEAVENWOOD HYBRIDS

BIG BERTHA TITANIUM454 DRIVER

BIG BERTHA FAIRWAY WOODS

BIG BERTHA IRONS

BIG BERTHA RED & BLUEGOLF BALLS

BIG BERTHA FUSION IRONS

ERC FUSION DRIVER

WARBIRD GOLF BALLS

HX TOUR GOLF BALLS FORGED+ WEDGES

X-18X-18 PRO SERIES IRONS

GREAT BIG BERTHA II415 DRIVER

HX RED & BLUEGOLF BALLS

HX HOT GOLF BALL

BIG BERTHA FUSION FAIRWAY WOODS

BIG BERTHA FUSION FT-3 DRIVER

HX TOUR 56GOLF BALL


14/29

12

7.29.05 /Rev.3

Introducing The X-18 And X-18 Pro Series Irons.

A legacy of performance and forgiveness, taken to the next level. A patented deeper, 360-degree variable undercut channel optimizes the center of

gravity by pulling weight off the clubface. This gets your ball up and on target from any distance and turf condition. Even more extreme Notch Weighting

adds stability. And a refined head size increases workability and confidence at address. Accomplished players will appreciate the Pro Series design that

features a narrower sole and thinner top line. Its the set of precision tools for precision shots. Learn more at callawaygolf.com or tradeintradeup.com.

While both share proven core technologies, the

standard design offers a progressive offset for improved

forgiveness and the Pro Series provides a reduced offset

by .125 for enhanced versatility and control.

The dissect-the-course-like-a-surgeon-you-bet-Im-dancing-

in-two-stop-bowing-youre-embarrassing-me Patent.

3 6 0 - D E G R E E U N D E R C U T C H A N N E L

pate

n

t:

Pro SeriesStandard

5749795

Type should be clean, s imp le, visual ly appeal ing and e asy to read.

Advert is ing Example

Point-of-Sale Example

TYPOGRAPHY

2004 Callaway Golf Company. X-18 andthe chevron device are trademarks and/orregisteredtrademarks of Callaway Golf Company.

Engravers Gothic BT 14/17 +380trackALL CAPS, accent color 100%

1pt Japanese dots 50%k[overlap 1st and last dot to equal ly space][al ign with basel ine & cap height of #]

Engravers Gothic BT 10/13+180track lowercase, color:80%k

Century Old Style St, Italic16/25 +40track, 80%k

Century Old Style St,I tal ic 21/25 +40track,100% accent color

Avenir, 35l ight 8/20,-40track, 100%k

Avenir, 85heavy 8/20,-20track, 80%k

Century Old Style St, Bold32/33, accent color 100%[base al ign with PATENT]

Avenir, 35l ight 6.5/10,+40track, 100%k

Avenir, 35l ight 5/6,0track, 100%k

File:CG Logo BGBD.eps

Engravers Gothic BT Regular, 28/25 Initial Cap,

40track, 100% accent color

Avenir, 55 Roman, 12/17pt, 80%k

1pt Japanese dots, 50%k

Engravers Gothic BT15/18+180track Intit ialCaps, 100% accent color

Engravers Gothic BT Regular, 39/32

Initial Cap, 30track, Reverse White

News Gothic Std Medium, 14/17,

100% accent color

Engravers Gothic BTABCDEFGHIJKLMNOPQRSTUVWXYZ

Century Old Style St, BoldAB CD EF GH IJ KL MN OP QR ST UV WX YZ

Century Old Style St, I tal icABCDEFGH IJ KLMNOPQRSTUVWXYZ

Avenir, 35l ightAbcdefghi jklmnopqrstuvwxyz

Avenir, 85heavyAbcdefghijklmnopqrstuvwxyz

Engravers Gothic BTABCDEFGHIJKLMNOPQRSTUVWXYZ

News Gothic Std, MediumABCDEFGHIJKLMNOPQRSTUVWXYZ

Avenir, 55 RomanAbcdefghi jklmnopqrstuvwxyz

In I l lustrator, dotscan be made underthe stroke pal let,DASHED LINE,whereyou can adjust themwith a dash & gap,and the round shape.

I f these dotted l inesare needed inPhotoshop, you can

cut and paste thedotted l ine fromIl lustrator intoPhotoshop.

Japanese Dotsare native to InDesign.


15/29

13

7.29.05 /Rev.3

TYPOGRAPHY(continued)

Web Site Example

Special Web site usage notes: The corporate logo is used without the tagline.

Verdana replaces Avenir in the body copy.

PRODUCT HEAD/SUBHEAD: Engravers Gothic BT Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y ZAbcdefghijklmnopqrstuvwxyzBODY: Verdana Regular 9pt, %80k, Leading 20pt

PERF LINES: 1pt Japanese dots

(Adobe InDesign), %50k

BD

C

B

D

C

Sub-brand Example

Avenir, 65 medium 10/10,+700track, 100%k

sol id l ine, 100%k

A

A


16/29

14

7.29.05 /Rev.3

Callaway Golf creates premium products. They should be reproduced with a

reverence that conveys the same craftsmanship, innovation and qual ity that goes

into making them.

Products should be photographed on or knocked out against white backgrounds.

Where possible, a l ight ref lect ion should be placed below the product to

increase its premium feel .

Additionally, products with a highly polished finish should appear that way when retouched.

This is achieved by creating sharp, contrast ing highl ights in the retouching (as opposed

to soft , blended highl ights, which wi l l make the products appear to have a sat in orbrushed f inish).

Approved photography of most products can be found at:

http://cal lawaygolfsupport.com/

Please contact the Cal laway Golf Creat ive Serv ices Department for a user name and password.

Soft Goods PhotographyWhen shooting products by themselves (without people) every attempt should be made

to place products on a white background. No ref lect ions are need ed for soft goods.

Li festyle photography ( incorporat ing people with scenic backgrounds) can be ut i l ized

to showcase soft goods. However, these photographs should be placed in a design

environment that is predominantly white ( such as the Cal laway Golf Apparel s i te

www.cal lawaygolfapparel .com).

PHOTOGRAPHY


17/29

15

7.29.05 /Rev.3

Uti l ize Cal laway Golf Professional Staff photos where applicable. This helps

demonstrate the success of Cal laway Golf s innovations within the professional tours.

V isi t http://www.cal lawaygolf .com for a complete l ist of current Staff Professionals.

Professional Staff Photography and Materia l Approval

Al l photos of professional staff must be approved by Cal laway Golf (through theMarketing, Creative Services, and/or Sports Marketing Departments as wel l as theathletes Management Company).

Specif ical ly, the fol lowing information wi l l be required before permission is granted:

a) Applicat ion (how the photo wi l l be used)b) Dates of usage including f i rst usedc) Location(s) where it wi l l be used

Prior to using the Professional s Endorsement in any advert is ing or promotional

materia ls , Cal laway Golf wi l l submit such materia ls to the Professional for approval ,

which approval shal l not be unreasonably withheld. The materia ls shal l be deemed

approved unless the Professional disapproves the materia ls in writ ing within f ive (5)

days after receipt. I f the Professional disapproves of any materia ls , the Professional

shal l state the specif ic grounds for disapproval .

NOTE: On professional staff photos, DO NOT remove logos of other com panies that

may have contractual agreements with Cal laway Golf professional staff . ( i .e . Do not

remove the Ford or Bearing Point logos from images of Phi l Mickelson. Likewise, do n ot

remove Cutter & Buck, Kraft or Mercedes-Benz logo s from images of Annika Sorenstam.)

PROFESSIONAL STAFF PHOTOGRAPHY


18/29

16

7.29.05 /Rev.3

Callaway Golf s Copyrighted Works

Callaway Golf s copyrighted advert is ing wo rks include our commercials , pr int advert ise-ments, packaging, brochures, catalogs and other s imilar creative works. Always include

a copyright notice whenever possible. A copyright notice includes the symbol

fol lowed by the ye ar and Cal laway Golf Company.

For example: 2005 Cal laway Golf Company.

Other Part ys Copyrighted Works

Permission must be obtained from the owner of a copyrighted work before such

copyrighted work is used by Cal laway Golf . Such copyrighted works include al l or

port ions of network video of professional golfers during a tournament, a l l or port ions

of movies, characters created by others (such as Superman, Happy Gilmore, etc.) ,

logos of tournaments, of c lubs, and much more. Internal use is not a defense to

copyright infr ingement. Any use of anothers copyrighted work must have the

permission of the owner of the copyrighted works.

COPYRIGHTED WORKS


19/29

17

7.29.05 /Rev.3

Introduction

A trademark conveys to the consuming public the source of a part icular good orservice. Our trademarks convey that a go lf product bearing a Cal laway Golf mark is a

premium golf product from Cal laway Golf Company. Thus, our trademarks are arguably

our most valuable assets. However, improper use of our marks could result in the marks

becoming generic, and thus inval id and unenforceable.

In an advert isement, the trademarked product has three components: 1) the trademark(s ) ;

2) the trademark marking or notice symb ol; and 3) the product or goods.

Example

The Callaway Golf HX Hot Golf Ball.Callaway Golf and HX are the trademarks.

is the trademark marking or notice symbol, which indicates the mark is registered.

Golf Ball is the product.

Non-gener ic Use of a Trademark

Always use trademarks as an adject ive fol lowed by a product term such as woods,

drivers, bal ls , putters and the l ike.

Example

In a one-page advert isement that uses the trademark Great Big Bertha,

Great Big Bertha Driver must be used at least once, and the advert isement

must convey to the reader that i t i s a Great Big Bertha Driver.

In a longer text documen t, every paragraph that refers to Great Big Bertha

must use Great Big Bertha Driver at least once in the paragraph.

In an advert isement or othe r document, ALWAYS use a legal l ine that references

ownership of the trademarks by Cal laway Golf Company, such as Cal laway Golf and Big Bertha are trademarks of Cal laway Golf C ompany.

In an advert isement or othe r document, ALWAYS use a or TM at least once

with each trademark, typical ly with th e f i rst appearance of the trademark in

the advert isement or other document.

TRADEMARK USAGE


20/29

18

7.29.05 /Rev.3

TRADEMARK USAGE (continued)

Improper Use of a Trademark

Never use our trademarks as nouns, such as It s not a dr iv er, i t s a Great Big

Bertha, or 25 Great Big Berthas were used at the PGA tournament or

The winner used a Great Big Bertha.

Never use Cal laway Golf in front of another trade mark without a product term

fol lowing the trademark. For example, never use Cal laway Golf Big Bertha.

Trademark L ist

Trademarks: The trademarks, serv ice marks and logos (Trademarks) used and displayed in this Sty le Guideare registered and unregistered Trademarks of Cal laway Golf and others. Nothing in this Sty le Guide should beconstrued as grant ing, by implicat ion, estoppel, or otherwise, any l icense or r ight to use any Trademark displayed,without the wr it ten permission of the Trademark owner. Cal laway Golf aggressively enforces i ts intel lectualproperty r ights to the ful lest extent of the law. A l ist of U.S. Trademarks owned by Cal laway Golf fol lows. Anyquest ions concerning the use of these Trademarks or whether a Trademark that does not appear on this l ist is aTrademark of Cal laway Golf should be referred to the Cal laway Golf Legal Department at (760) 931-1771.

United States Trademarks

Big Bertha, Biggest Big Bertha, Black & Blue tag, Callaway, Callaway-Connect, Callaway Golf, Callaway Golf design, Callaway GolfCenter, Callaway Golf Performance Center, Chevron Device, CTU 30, Dawn Patrol, Daytripper, Demonstrably Superior and PleasinglyDifferent, Deuce, Divine Nine, Dual Zone, Ely Would, ERC, ERC & design, ERC II, ERC II sole plate design, ERC Fusion & design,FT-3, Fusion, Gems, Game Enjoyment System, GES, Great Big Bertha, Great Big Bertha II, HX, HX Tour, Hawk Eye, Hawk Eyedevice, Heavenwood, Hybrid 45, I-Trax, OptiFit, ORG. 14, Pencil, RCH, S2H2, S2H2 & design, SenSert, Steelhead, Steelhead

Plus, STS, Taupe, light gray and gold tag, Tour Blue, Trade In! Trade Up!, Tru-Bore, Tunite, VFT, VFT design, Warbird, War Bird,War Bird sole plate, Worlds Friendliest, X-12, X-14, X-16, X-18, X-SPANN & design, X-Tour and XWT.

See the Cal laway Golf Web site for a comp lete l ist of Cal laway Golf Company

trademarks. www.cal lawaygolf .com/en/Legal.aspx.

L icensees

The main l icensees of Cal laway Golf are Ashworth, Inc. (c lothing in the U.S., Canada, Europe

and Austral ia ) , Sanei International (c lothin g in Japan and Korea), Tour Golf Group, Inc. ( foot-

wear), TRG Group ( luggage) and Fossi l (Cal laway Golf Timepiece Collect ion). I f any of thesecompanies or i tems (clothing, luggage, t imepieces) are mentioned in an advert isement, the

l icensee must be recognized in the legal l ine.

Examples:

Ashworth is an off ic ia l l icen see of Cal laway Golf Company.

Cal laway Golf Apparel provided by Ashworth, an off ic ia l l icensee of Cal laway Golf Company.


21/29

19

7.29.05 /Rev.3

The legal l ine of an advert isement provides for notice of trademarks and copyrights,

discla imers for representat ions in the text of the adve rt isement, and contact

information.

Callaway Golf Trademarks

Any Cal laway Golf trademarks used in an advert isement should be l isted in the trade-

mark sentence of the legal l ine. In an advert isement that has the company logo with

the Chevron Device, mentions the Great Big Bertha I I Drivers and shows the HX Golf

Bal ls , the trademark sentence of the legal l ine should read: Great Big Bertha, HX, the

Chevron Device and Cal laway Golf are trademarks and/or registered trademarks of

Cal laway Golf Co mpany.

Others Trademarks

I f an advert isement uses the trademarks of others, then a trademark sentence must be

provided in the legal l ine for these other trademarks. For example, i f Pebble Beach is

used in the text of the advert isement, then the sentence should read: Pebble Beach is

a registered trademark of the Pebble Beach Company.

LEGAL LINES


22/29

20

7.29.05 /Rev.3

Use the fol lowing examples as gui del ines for creating Cal laway Golf Company materia ls .

Marketing Communications

Letterhead/Forms/Publ icat ions

Merchandising Display

MEDIA USAGE EXAMPLES


23/29

21

7.29.05 /Rev.3

Signage

Web

Soft Goods/Accessories/Apparel

MEDIA USAGE EXAMPLES (continued)

8"10"

12"

6"

4"

4"

5"5"

6.5"

3.5"

1.5"

1.5"

Golf Bag Example

Golf Cap Example Footwear Example

Shopping Bag Examples


24/29

22

7.29.05 /Rev.3

For a complete glossary of Cal laway Golf te chnical terms, please refer to the Web site at

http://www.callawaygolf.com/en/techterms.aspx.

Numbers and Dates

In general , spel l out one through nine.

2-wood, 3-wood, 4-wood, 5-wood, 7-wood, 9-wood, etc.

Strong 3-wood. Strong 4-wood.

Irons: 3- iron, 4- iron, 5- iron

No. 1 (vs. #1), No. 2 t i tanium driver

two years, 10 years; two-year deal , 10-year contract (adj . )

50 percent or 50% depending on contexttext vs. chart or table, use latter

48 Pitching, 52 Approach, 56 Sand, 60 Lob f i rst place/1st place (n.)

f i rst-place/1st-place (adj . ) as in f i rst-place f inisher; three-part (adj . ) , f ive-piece,

s ix-way, nine-pocket, top-10

360-Degree Undercut Channel

17-4ph stainless steel

195cc, 203cc

par-5s; 5-under-par; the back nine, the f inal 18; the 10th hole; 3-stroke handicap;

a 2-hole lead

phone no. style: 800-699-9580 (no ita l ics)

Punctuat ion and Spel l ing

No seria l comma. Ex.: red, white and blue (vs. red, white, and blue).

Compound adject ives: When a compound modif iertwo or more words that express a

single conceptprecedes a noun, use hyphens to l ink al l the words in the compound

except the adverb very and al l adverbs that end in - ly. Ex.: highly paid salesperson

Hyphens to form temporary compounds: Hyphens are joiners. Use them to avoid

ambiguity or to form a s ingle id ea from two or more words. Ex.: He wi l l address small-

businessmen (as in their businesses are small , not the peoples s ize). The meaning of

The president wi l l speak to small businessmen is unclear.

Many combinations hyphenated before a noun are not hyphenated when they occur

after a noun. Ex.: The custom-logoed webbing on the bag . . . vs. The bag has a

custom logo.

CALLAWAY GOLF TERMS AND STYLES


25/29

23

7.29.05 /Rev.3

Miscel laneous

Compared to/compared with: Use compared to when the intent is to assert, without

need for elaboration, that two or more items are similar; use compared with whenjuxtaposing two or more items to i l lustrate s imilar it ies and/or diff erences. Ex. : He

compared his exceptional golf ta lent to that of Phi l Mickelson. His score was 68,

compared with 75 for his c losest competitor.

Pref ixes: General ly, do not hyphenate when using a pref ix with a word start ing with a

consonant. Except for cooperate and coordinate, use a hyphen i f the prefix

ends in a vowel and the word that fol lows begins with the same vowel. Use a hyphen

if the word that fol lows is capital ized. Use a h yphen to join doubled prefixed:

sub-subparagraph.

Equipment is either conforming or non-conforming, not legal or i l legal .

A

al l -new (adj . )

aspect rat io (n . )

B

backspin (adj . , n . )

backswing (n . )

bal l f l ight (n . )

bal l speed

bal l -peen (adj . )

bal l -st r iker (n . )

berm (n. )

best- feel ing (adj . )

best-sel l ing (adj . )

bestsel ler (n . )

B ig Bertha (adj . , n . )

B ig Bertha C4 Dr iver

Big Bertha ERC I I Forged Ti tanium Driver (s )

B ig Bertha Fai rway Woods (n . )

Big Bertha Fusion FT-3 Driver (FT-3 Driver on

subsequent reference, and the Neutral , Draw

and Fade models are cap)

Big Bertha Gold I ronsBig Bertha Hawk Eye VFT Ti tanium Driver (s )

B ig Bertha Hawk Eye VFT Ti tanium

Fairway Woods

Big Bertha Heavenwood Hybr ids

Big Bertha, How Golf Should Feel

Big Bertha I rons

Big Bertha Steelhead Driver

Big Bertha Steelhead Metal Woods

Big Bertha Steelhead Woods

Big Bertha Tour Series Wedges

Big Bertha TungstenTitanium Irons

Big Bertha Ultra L ight

Big Bertha X-12 I rons

Biggest Big Bertha Ultra L ight

BJ-1

Black Trapezoid design

blade- l ike (adj . )

Bobby Jones

Bobby Jones Ser ies Putters

bogey; (p .t . ) bogeyed; (p l . ) bogeys

bore-through (adj . ) technology

C

C design

Caddie (not caddy)

Cal laway Constant Weight Ri f le Shaf t

Cal laway-Connect

Cal laway Golf fa i rway woods

Cal laway Golf F i t t ing Solut ion

Cal laway Golf (not Cal laway)

Cal laway Golf MagazineCal laway Golf Staf f Professional (when used as part

of a t i t le : Cal laway Golf Staf f Professional Annika

Sorenstam. Otherwise, lowercase. )

Car lsbad, Cal i f . (not CA in text )

CB-1

Center of Grav i ty (n . ) /center-of-grav i ty (adj . )

chamfer (n . )

Characteristic Time (CT) Test

CALLAWAY GOLF TERMS AND STYLES (continued)


26/29

24

7.29.05 /Rev.3

Chevron Device

close-cut (adj . )

c lubface (n . )

c lubf i t t ing (adj . )

c lubhead (adj . , n . )

c lubmaker(s ) (n . )

c lubshaf t (adj . , n . )

CNC (adj . )

Coef f ic ient of Rest i tut ion (COR)

Companycap C when used in p lace of Cal laway

Golf : The Company released earnings today.. .

computer-control led (adj. )

Concentric Core Technology (HX Tour 56)

constant-width (adj . )

cross-product (n . )crown plate (n . )

CTU 30

cup face (n . )

cup-face (adj . )

custom-f i t t ing (adj . )

D

Dawn Patrol Glove

Daytr ipper

Demonstrably Super ior and Pleasingly

Different

DFX 2-Bal l PutterDiv ine Nine Metal Wood

double-bend (adj . )

double-cl ick (v. )

double-radiused (adj . )

downswing (n . )

Draw Bias Technology (n.)

Dual Force (adj . , n . )

Dual Insert Technology

Dual Zone

Dynamic Gold

E

e-business (adj . , n . )

e lastomer (adj . )

Ely Would (n.)

email (adj. , n., v. )

ERC

ERC I I Forged Ti tanium Driver (s )

ERC Fusion Dr iver

ERC Fusion Fai rway Woods

Even the Score

extra- large (adj . )

extra-st i f f (adj . )

F

face-balanced (adj . )

fa i rway woods

fal l l ine (n . )

f ine-tune (v.)

Firmfeel

f irsthand (adv.)

F i t t ing Solut ion

f langed-blade (adj . )

f latst ick (n . )

fol low-through (adj . , n . )FT-3 Driver (on second reference)

fu l l -shaf t (adj . )

Fusion Technology

G

Game Enjoyment System (GES)

Gem M-10 Special

Gems Li te

GES

Ginty

gol f bal l (adj . , n . )

gol f c lub (adj . , n . )Grafal loyTM Pro Li te

Great Big Bertha

Great Big Bertha Hawk Eye Dr iver

Great Big Bertha Hawk Eye Fai rway Woods

Great Big Bertha Hawk Eye Metal Woods

Great Big Bertha Hawk Eye T i tanium Woods

Great Big Bertha Ti tanium Driver

greenkeeper (not greenskeeper)

groundbreaking (n.)

H

hal f -shaf t (adj . )

hang t ime (n . )

hardpan (n . )

Hawk Eye c lubhead

Hawk Eye Ti tanium Driver

Hawk Eye Ti tanium Woods

Hawk Eye TungstenInjected Titanium Irons

Hawk Eye VFT Fai rway Woods

Hawk Eye VFT Pro Ser ies Ti tanium Irons



27/29

25

7.29.05 /Rev.3

Hawk Eye VFT Ti tanium Drivers

headcover (n . )

heat-t reated (adj . )

Heavenwood Hybr id

HeavenWood (or ig inal B ig Bertha 7-wood)

heel-shaf ted (adj . )

heel- toe (adj . ) weight ing

HEX Aerodynamic(s )uses s ingular verb

high-trajectory (adj . )

h igh trajectory (c lub lof t )

h istor ic (adj . ) a h istor ic (not an)

Hit i t . Bel ieve i t .

hosel (n . )

hot- formed (adj . )

How Golf Should FeelHX

HX Blue 2-Piece

HX Red 2-Piece

HX Tour 56 Golf Ball (not cast thermoset urethane,

just thermoset urethane)

HX Tour Golf Ball

HX 2-Piece

I

internal weight ing (adj . ) system

investment-cast (adj . )

investment-cast ing (adj . )i somer (adj . , n . )

I-Trax PutterCallaway Golf I-Trax Putter on

major references

J-K-L

Ladies Gems (n . )

LamkinTM

le f t -hand (adj . )

le f t -handed (adj . )

le f t -handers (n . )

L i t t le Bertha Golf Clubs

locker room (n. ) (= 2 words)

long- i ron (adj . ) / long i ron (n . )

look-al ike (adj . )

LPGA Tour

M

mal let- inspired (adj . ) design

Masters Tournament (No possessive. Use the

Masters on second reference. )

Match Play

Memphis10 98 or M-10 98

M-10 Special

mid-iron (n.)

miss-h i t (adj . , v . ) not mis-h i t or mishi t

Mobi le Caddie

Mobile Tour

moment of inert ia

moment of inert ia (MOI)only i f used in

a second reference

mult i faceted (adj . )

mult i layer (adj . )

mult imater ial (adj . )

mult ip iece (adj . )

N

#1, #2

#1 Putter in Gol f

96 Bend

No Neck

non-conforming (adj . )

nonglare (adj . )

non- insert (adj . )

nonsl ip (adj . )

O

OdysseyOdyssey Golf

Odyssey TriHot Putter

Odyssey White Hot 2-Bal l Putter

off-center (adj. , adv.)

of f - l ine (adj . )

onl ine (adj . , n . )

OptiF i t (n . )

ORG. 14 (a l l caps, n . )

outperform (v.)

overs ize (adj . ) (not overs ized)

P

par-3 hole

per imeter weight ing (n . )

perimeter-weighting (adj. )

PGA European Tour

PGA of America

PGA Tour

playabi l i ty (n . )

p layof f (adj . , n . )



28/29

26

7.29.05 /Rev.3

precis ion-cast (adj . )

precis ion-mi l led (adj . ) design

Pro ForcePro L i te

putterface (n . )

putterhead (n . )

Q-R

radiused (adj . )

RCH Pro Ser ies H-65 Shaf ts

RCH Pro Ser ies Shaf ts

RCH Ser ies 99 Gems

RCH Ser ies 96 (adj . ) shaf t

RCH 99 Ultra L ight Graphite

Red Swir l gr ipRichard C. Helmstetter Test Center (n.) (test center

is not cap unless used as part of the fu l l name)

r ight-hand (adj . )

r ight-handed (adj . )

r ight-handers (n . )

RIM (React ion In jected Molding)

Rossie

Royal Precis ion TM

Rule 35 Golf Bal l

runner-up (n.)

S S-bend (adj . )

S2H2 (n . )

scoop-back (adj . )

semi-mal let (n . )

Sensicore

set-up (n . )

shaf t-over-hosel (adj . )

shaf t-s leeve technology

shal low-face (adj . )

short-game (adj . )

Short Straight Hol low Hosel (n . )

shotmaking (adj . )

shot-peened (adj . )

s idespin (n . )

s ight l ines (n . )

s ingle-mater ial (adj . )

s lant-neck (adj . )

smoke-pol ished (adj . )

Sof t feel

soleplate (n . )

soleweighted (adj . )

Staf f Professionals (when referr ing

to Callaways)state-of -the-art (adj . )

steel - face (adj . )

Steelhead

Steelhead Plus

Steelhead X-14 I rons

Stronomic Insert Technology (adj. , n.)

STS

Sub-HEX design (HX Tour 56)

Sun Belt (n . )

superdense (adj. )

superheavy (adj . )

super l ight (adj . )sweatband (n . )

sweet spot (n . ) (= 2 words)

swing weight (n . )

Swir l Device

System 50

System 60

T

360-Degree Undercut Channel

teardrop (adj . , n . )

Terra F irma

Test Center (n.)

test-driven (n.,v. )

thermoplast ic (adj . )

T i tanic Ti tanium (n. )

TLN

topl ine (n . )

Tour B lue

Tour Fi l l putters

Tour Proven, Amateur Friendly

Tour Series Wedges (n.)

Tour Velvet

tour-level (adj. )

Tour-Lined putt ers

tour-proven (adj. )

tour-tested (adj. )

TourWrap

TPU SenSert

Trade I n! Trade Up!

TriForce Series Putters

TriHot (adj. )

TriSole (adj. )



29/29

polycarbonate (adj . )

Tru-Bore (adj. ) Technology

True TemperTT Dynamic Gold

Tubular Lattice Network

TungstenTitanium (adj. )

Tungsten Gravity Screw

Tungsten-Injected

tungsten- in ject ion (adj )

Tungsten Weight Matrix (n.)

tungsten weight ing (adj . )

tungsten-weighted (adj . )

Tunite al loy

The Tuttle (n.)

Tuttle I I (n.)

2-Bal l design

U

U.S. Open Championship (Use the U.S.

Open or the Open on second reference. )

U.S. Womens Open

U-groove

Ultra L ight (n . )

u l t ral ight (adj . )

u l t rath in (adj . )

uppercut (n., v. )

USGA

UST Pro Force 65

V

Va r iable Face Thickness (VFT) Technology

VFT Technology

vs. (not versus per AP sty le )

W

War Bird Glove

War Bird (adj . ) Metal WoodWar Bird sole

Warbird Golf Ball

Web s i te (adj . , n . )

weight chip (n.)

weight in ject ion (n . ) technology

White Hot insert design (adj . )

White Hot Insert design

White Steel Putters

Worlds Friendliest

Worlds Friendliest Fairway Woods

Worlds Friendliest Golf Clubs

worldwide (adj . )

X-Y-Z

X-12

X-14 Constant Weight

X-16

X-18

X-SPANN

X-Stif f

X-Tour

You Cant Arg ue With Physics


callaway id guide

Documents