Brand Gu i de l i ne s

9

Brand Guide updated: May, 2008

I M A G I N G & G R A P H I C S

O v E R v I E W

Imaging refers to any graphic element or typographical treatment that is used to promote, sell, and inform the brand. By adhering to tight standards, we can create a compelling and effective brand presence that stays with the consumer long after the image has faded.

Please contact me personally with any questions on the graphic imaging requirements for mountain hardwear.

devin swisher creative services 510-558-2973 dswisher@mountainhardwear.com

Imaging

10

Brand Guide updated: May, 2008

THE CORPORATE LOGO

O v E R v I E W

logos, whether brand, or sub-brand, work together to represent a brand’s identity. used consistently and appropriately across all communications, a logo is the easiest way to help consumers connect a brand, product or service with the company that it represents. Because it serves as the visual anchor for all communication, and is the most efficient form of visual brand building, a logo must be used carefully. while size, color and the integrity of each logo’s construction may seem like minutiae, atten-tion to detail and consistent and appropriate use will en-sure its effectiveness and brand-building power over time. This guide defines the accepted colors, sizes and spacing for mountain hardwear's corporate logo. any deviations from the guidelines set out in this manual must be ap-proved by the devin swisher in the mountain hardwear marketing department.

Imaging

Imaging 11

Brand Guide updated: May, 2008

Logo Usage

Logo Artwork

The mountain hardwear Inc. logo artwork should never be recreated, distorted, rearranged or manipulated in any way. The letters are hand-drawn, so no attempt should be made to recreate it using an existing typeface.

The Nut Logo

The nut logo is a registered trademark of moun-tain hardwear, Inc. The nut logo may be used as a standalone identifier for mountain hardwear, but we recommend using the full logo wherever pos-sible. The nut logo typically finds use on promo-tional items and articles that are too small for the full logo.

The Registration Mark

The registration mark should always appear with the logo, as that indicates the logo has been reg-istered with the proper authorities. The registra-tion mark should be sized and placed exactly as shown to the left. The registration mark should never be so small that it is not readable and if the size of the logo or the production methods of the item are such that the registration mark will be illegible, it should not be included. all corporate communications including, but not limited to, advertising, catalogs, collateral brochures, Public relations items, human resources and Investor relations materials must include the mountain hardwear logo. visual marketing items such as signage, fixtures, packaging and hang tags must also include the official corporate logo.

Spacing Around Logo

a reasonable distance should always be main-tained around the logo to ensure that it appears as a distinct logo. use the x dimension at left as a guide for this area of isolation. The logo should not appear any closer to another element or edge of a printed piece than is shown.

C O R P O R AT E L O G O

Imaging 12

Brand Guide updated: May, 2008

Logo Usage

Logo Color

mhI yellow (Pms 116), mhI grey (Pms cool grey 8) and mhI Black (Pms Black) are our primary logo colors and work together to build a distinctive palette that is immediately and eas-ily identified with the mhI brand. mhI silver (Pms 877 metallic) may be substituted for the Pms cool grey 8 in the logo.

The logo may be used in the standard form in the black field or as a reversed logo with a soft drop shadow. The soft drop shadow settings for Indesign should be; x offset: 0.01 in., y offset: 0.01 in., and 0.03 inches of blur.

no component of the multi-colored logo should ever be a different color than seen here. The type portion of the multi-colored logo may not be changed in color for any reason.

The logo can be reversed, in whole, to white or printed black on a photograph, whichever provides more contrast (when printing black and white newspaper ads for example). one color (spot color) applications of the logo are accept-able when process color is not available (silk screened tees, for example).

Logo Size

The logo should never be sized so small that it is illegible. as a general rule, as a signature on print collateral and other similar communications, the logo should not be smaller than 1.25” wide. for signage and other large pieces, the logo should be sized so as to be readable from a distance of at least 6 feet. The logo should never be stretched asymmetrically, or distorted in any way.1.25 in. / 3.175 cm. Min Width

PMS Cool Grey 8PMS 116 PMS Black

C O R P O R AT E L O G O

PMS 877 Metallic

13

Brand Guide updated: May, 2008

COLOR

O v E R v I E W

much like a flag, color can be an ownable, identifiable brand element. Beyond setting the corporate tone, con-sistent usage of color also plays a role in brand recogni-tion. as with a logo, rigorous care and attention to exact specifications must be taken when applying our color palette across communications. By adhering to exact color specifications, versus applying approximations, you will help guarantee the brand’s persistence of vision into the future.

Imaging

Imaging 14

Brand Guide updated: May, 2008

PMS Cool Grey 8

White

PMS BlackPMS 116

PMS Cool Grey 11

PMS 877 Metallic

Corporate Colors

color Plays an important role in branding, mhI silver (Pms 877 met.) and mhI yellow (Pms 116), along with mhI Black are moun-tain hardwear’s primary brand colors and work together to build a distinctive palette that is immediately and easily identified with the mountain hardwear brand. Pms cool grey 8 is used as an alternate to the metalic grey when working in process color or when metalic ink is not practical.

Pms 877 metallic: is most obvious as the nut in the mhI logo.

any time a product can be printed with spot color, use the metalic ink, hang tags, promotional materials, stickers etc.

Pms 116 yellow: used as a primary highlight color for text in,

clinic materials and web sites, etc. mhI yellow is increasingly becoming a "signature" element in both product and marketing efforts.

Pms Black/rich Black: is a primary background color mountain

hardwear brand. This is also the color of the field for the boxed logo. use the cmyK mix noted, when printing in pro-cess color.

Pms cool grey 8: is the alternate, non-metalic grey contained

in the mountain hardwear logo and nut logo. often used as background in Pos, hang tags, packaging.

Pms cool grey 11: is a darker version of the signature cool grey

8, that may be used for dark accents, or typog-raphy when using spot colors. (business cards, letterhead, othe stationery).

C O L O R

RICH BLACK C: 25 M: 5 Y: 5 K: 100

Primary colors

OU2663 South ColOU2663 South Col

15

Brand Guide updated: May, 2008

TYPOGRAPHY

O v E R v I E W

Brand typography is one of the main tools in our branded imaging system. used appropriately, typography is another expressive tool in the designer’s palette. It not only builds consistency in visual communication, but also is a primary tool for defining communication and information hierarchy.

Imaging

Imaging 16

Brand Guide updated: May, 2008

Corporate Typefaces

ITC Franklin Gothic Std. Demi: This is the main mountain hardwear title font. This font is used for advertising, signage, packaging and hang tags.

Adobe Garamond Pro: This is the main mountain hardwear body font. This font is used for owner manuals, hang tags, advertising, dealer communications and visual marketing materials.

ITC Franklin Gothic Std. Condensed Demi: This is an appropriate substitute for the main title font when space is at a minimum. used for product labels, hang tags, visual merchan-dising materials.

ITC Franklin Gothic Std. Book: This is a good substitute for adobe caslon Pro body font for smaller sizes. uses include fine print in packaging and hang tags.

Interstate:

This is a title font used primarily for mass me-dia advertising. also used in visual merchandis-ing materials.

ITC Franklin Gothic Std. - Demi

adobe garamond Pro - regular Adobe Garamond Pro - Italic Adobe Garamond Pro - Bold Adobe Garamond Pro - Bold Italic

ITC Franklin Gothic Std. Condensed - Demi

ITC Franklin Gothic Std. - Book

INTERSTATE - Bold Compressed

T Y P O G R A P H Y