Wenger Brand Standards Guide-Fall2011 v1_03.pdf - TRG Group

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Use of the logo with photography In most instances, the logo should not be placed on top of a photographic background. However, if it becomes necessary to place the logo on a photograph, be sure to place it on an area with as little variety as possible (it may be necessary to retouch the photograph to do this). When determining which logo version to use, you may follow the gray box rules (“Use of the logo on colored backgrounds”), but be sure to consider the entire background and not just one specific area. See the following color photograph examples below: Acceptable use Acceptable use Unacceptable: too much contrast Unacceptable: too much contrast Unacceptable: background is too light Unacceptable: background is too dark Unacceptable: background is too busy Unacceptable: background is too busy Note: placing the logo on any background other than Wenger gray quickly becomes a matter of personal judgement. If you do not feel comfortable making such a judgement, or if you feel than any of the previous examples are unclear, we strongly suggest that you simply use the logo on a Wenger gray background as shown at the opening of the “Logo” section. 12
Corner knife graphic Our most recognizable product Corner knife: CornerKnife_cmyk.eps As shown on the cover of this Standards Guide, the corner knife graphic is a significant part of our new identity. It anchors our public persona with the most instantly recognizable product we make: the Swiss Army knife. As with all of the visual elements of our brand, it is very important to maintain consistency in the use of the corner knife graphic. It is not acceptable to simply place any knife anywhere within the piece; it must be one of the corner knife EPS files provided and it must be placed in the lower, right hand corner. Do not enlarge, alter the proportion, crop or color these files in any way. They may, however, be reduced. As illustrated at left, note the dotted line: this indicates the “trim” or edge of the printed graphic. Extra image (4mm at 100%) is provided on two sides because it is necessary for commercial printing purposes (it is not provided in the RGB version of the files because these should neither print nor trim). Note: although we are providing additional versions for other circumstances, use only the CMYK corner knife files for print advertising purposes. 13
Page 1 and 2: BRAND STANDARDS GUIDE Fall 2011 Ver
Page 3 and 4: Table of contents Brand standards f
Page 5 and 6: Logo Wenger cross and logotype At l
Page 7 and 8: Logo file sizes With the exception
Page 9 and 10: Maintaining logo integrity Unaccept
Page 11: Use of the logo on colored backgrou
Page 15 and 16: Proper size of the logo The size re
Page 17 and 18: Corner knife element usage (cont.)
Page 19 and 20: Cropping and rotating the seal The
Page 21 and 22: Seal placement on Wenger gray backg
Page 23 and 24: Alternative brand banner designs fo
Page 25 and 26: Color palette Echoing the shades of
Page 27 and 28: Brand-appropriate visual inspiratio
Page 29 and 30: Typography Bell Gothic BT Family (a
Page 31 and 32: Typographic examples - body copy Si
Page 33 and 34: Key brand visuals vs. product in us
Page 35 and 36: Footwear Footwear has a few specifi
Page 37 and 38: Contact information and approval gu
Page 39: Legal information Ownership and per

Wenger Brand Standards Guide-Fall2011 v1_03.pdf - TRG Group

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