brand guidelines 2012 - Fox

BRAND guidelines 2012Re-brandIn 1974, racing was our foundation. We’veevolved into a consumer brand, but ourrace heritage is still going strong. From nowforward, we are FOX, which reflects ourexpanding product set.URLfoxracingshox.com is now ridefox.comPositioningstatementFOX gives you the confidence topush beyond your capabilities andredefine your limits no matterwhat your experience level.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 2

BRAND guidelines 2012Corporate TaglineFOX redefines ride dynamics for ATVs,mountain bikes, motocross, off-road vehicles,snowmobiles, trucks, and UTVs.“Redefining Ride Dynamics” gets to the heartof what we do at FOX, and is the corporatetagline for use on all corporate collateral,signage, etc.In inline text, separate the company namewith an m-dash, surrounded by spaces. FOXis set in all caps; Redefining Ride Dynamics isset in Title Case. FOX and Ride are set in bold.The m-dash is not bold.FOX — Redefining Ride DynamicsFOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 5

BRAND guidelines 2012Redefining Ride DynamicsLockupsRRD lockups must include the FOX logo, andare always 1-color, either white on black ordark backgrounds or black on white or lightbackgrounds. Can be used with or without ®.RRD Stacked and RRD Strip lockups are theprimary versions, their use depending oncomposition, placement, and background.RRD T-shirt lockup is more logo-based,designed to be visible from a distance, andused on the front of all logo t-shirts. TheRRD T-shirt lockup should only be used at aminimum of 5 inches in width for legibility.“Redefining Ride Dynamics” in the T-shirtlockup should never be used on one linewithout the logo.See page 10 for use of RRD lockups oncolored backgrounds.RRD Stacked lockup — minimum 3-inchRRD Strip lockup — minimum 3-inchRRD Strip lockup shown in white on blackT-shirt lockup — minimum 5-inchFOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 6

©2011 FOX Factory, Inc. All rights reserved.BRAND guidelines 2012Consumer Campaign“Redefine Your Limits” evokes an emotionalconnection, bridging between our taglineand the consumer with an inspirationalcall-to-action.The consumer campaign should never beused in place of the corporate tagline.GWINNYEXTRASScan the code to meetAaron and downloadfree wallpapers.2011 WORLD CUP SERIES DOWNHILL CHAMPIONAARON GWINfoxshox.info/gwinAaron's Season Defining Moments» Record-setting 5 wins in one season» First American male to win the series overall» First team to win the men's and women's DHoverall along with teammate, Tracey MoseleyConsumer campaign(Inspirational call-to-action)Like FOX Racing Shoxfoxshox.info/fbfoxracingshox.com/bikePrint ad featuring the 2011 World Cup Champion, Aaron Gwin.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 7

BRAND guidelines 2012Redefine Your Limits lockupsThe RYL wordmark can be used with orwithout the FOX logo. If used without, a FOXlogo by itself must accompany the taglinesomewhere on the same plane and in thesame color.Lockups are always 1-color, either white onblack or dark backgrounds or black on whiteor light backgrounds.See page 10 for use of RYL lockups oncolored backgrounds.RYL wordmark — Minimum 2-inchShown in white on blackRYL lockup — Minimum 3-inchShown in white on blackDo not add any 2nd color to any FOX lockup.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 9

BRAND guidelines 2012Icon SetThe icon set — without ground, rail logo,or wireframe — has leveled wheels, andis always 1-color, either black on white orlight backgrounds or white on black ordark backgrounds.Minimum 3.25-inchesShown in white on black. Black box is to show background coloronly — it is not part of the logo.icon wireframeThe icon wireframe is for use in printed,non-advertising collateral only. Examples areposters, packaging, and manuals.The icon wireframe is always set in the lowerleft corner of the plane, and bleeds off theleft edge of the page. 0.125" of bleed hasbeen provided in the EPS file (the bluedotted line represents trim).See page 13 for use of the icon set in ads.On black, icon wireframe is80% black, with highlightedsport icon in white.On white, icon wireframeis 30% black, with highlightsport icon in black.Shown at 50% of minimumwidth of 3.25-inches.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 11

BRAND guidelines 2012rail logoThe rail logo is used on corporate letterheadand business cards only, and can beseen locked up with the icon set in printadvertising and corporate collateral.Minimum 0.875-inchShown on black background. Black box is to showbackground color only — it is not part of the logo.100% black50% black30% blackFOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 12

BRAND guidelines 2012rail logo / Icon set lockupThe 7 icon sets reflect each of the 7 businessunits at FOX, to be used in all printedcollateral, and locked up with the rail logoand the ridefox.com URL. The black boxbleeds off the bottom of the page, and theentire lockup is set .5-inch from the rightedge of the page.The appropriate sport should be highlightedin white. In cases that apply to the brand onthe corporate level, an eighth set is providedunhighlighted.ridefox.comridefox.com/bikeridefox.com/motoridefox.com/snowridefox.com/utvridefox.com/truckridefox.com/atvridefox.com/offroadRail logo / icon set lockups are shown here at 50% of actual size. Tabs should bleed off the bottom page trim inall cases (shown here unbleeding for display only).FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 13

BRAND guidelines 2012Logo tabHighlighted iconDark backgroundIcons with foregroundIcon set opacity adjustOpacity on the dark background and iconswith foreground are to be adjusted asneeded on top of varying images, with adifference of at least 30% for contrast.Each sport is provided with a highlightedicon in white. In cases that apply to thebrand on the corporate level, a set isprovided unhighlighted.ridefox.com/bikeridefox.com/moto70%(Effects set to Multiply)30%(Effects set to Normal)60%(Effects set to Multiply)35%(Effects set to Normal)ridefox.com/atv90%(Effects set to Normal)20%(Effects set to Normal)Icon set shown at 100% on 3 varying background values, visually adjusted while keeping a 30% contrast intact.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 14

BRAND guidelines 2012Minimum RequirementsThe FOX logo should be placed with agenerous amount of white space around it,more than or equal to half the height of thelogo. Minimum sizes accompany each logo orlockup throughout these guidelines.Minimum 1-inchMinimum 1-inchLogo CrueltyDo not use any other variation of the FOXlogo, including any version with “RacingShox”, 2-color without an outline, 4-color,or blue.Do not change orientation, modify or omitelements, alter or amend artwork, changescale of elements or proportions, distort bycropping or masking, apply outlines, styles orfilters, recreate with different font, or createnew elements that look enough like the FOXlogo so as to cause confusion.Do not change color, remove color, or addany gradients.Do not dilute the logo by putting it on a busybackground, deface, place text on top of,overlap, or add surrounding elements.When it doubt, just don’t alter the logoin any way.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 15

BRAND guidelines 2012Product SeriesEach of our 3 product series have individualwordmarks, with and without the word“Series” attached.» Factory Series» Performance Series» Evolution SeriesAll 3 product series should always be set inTitle Case when written in body copy.Not ALL CAPS.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 16

BRAND guidelines 2012Color PaletteBlack and white are the primary FOX colors.When an accent color is needed, PMS 3005cis the primary FOX blue.Factory Series is indicated with orange onweb and metallic gold in print, representingGenuine Kashima Coat. Performance Series isdark grey, and Evolution Series is light grey,in varying tones of metallic silver.BlackWhiteFOX bluePMS 3005cC: 100 M: 34 Y: 0 K: 2#007effFactory SeriesMetallic 8960cC: 15 M: 42 Y: 100 K: 1#d99916Performance SeriesCool Grey 10or Metallic 877C: 0 M: 0 Y: 0 K: 60#696969Evolution SeriesCool Grey 3or 50% Metallic 877C: 0 M: 0 Y: 0 K: 20#999999Text & TypographyFOX uses the Gotham Narrow and Vitessefont families. These typefaces can bepurchased online at typography.comPT Sans Regular and Museo Slab @font-facetype kits are used on the FOX website.Use Arial 10-12pt for all FOX corporatedocuments and emails.The Gotham Narrow family, 10ptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890Italic styles not shown.Vitesse Book Italic & Vitesse Black Italic, 10ptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 17

BRAND guidelines 2012Lettering fill and tail tip are not embroidered in 1-color logos.EmbroideryThe 1-color logo should be used forembroidery, heat transfer, or labeling usageon black or white backgrounds.do not add a color to the fill in the letters ortail tip. Theses areas are knocked out and thebackground fabric should show through.The 2-color logo should be used forembroidery, heat transfer, or labeling usageon solid colored backgrounds.FOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 18

BRAND guidelines 2012FOX GrammarCorrect usageNotes# in-lb never in/lb# N-m never N/cm, N/m, N-m1.5 kg space before kg1.800.FOX.SHOXperiods not dashes120 mm space before mm15QRnever QR152-position200PSI / 200psino space20QR29 inch no dash36 ® product name4-wheel40 ® product nameAftermarketone word, title caseair shocksAir Shox when referring toactual productair springno hyphenair valveno hyphenAll-mountainlowercase mAnti-Wallow Control(A.W.C.)title case, with dots (could bepronounced as a word)backcountryone word, no hyphenbezel(see dial)big-hitBoost Valve ®in body copy; spacebottom-outin a sentenceBottom-Out Control(B.O.C.)title case, with dots (could bepronounced as a word)Brassmassbypassno hypen, lowercasecad-platedco-developedcoil-overnever title casecounter-clockwiseDelrinDHX®dialnever bezeldirect mountno hyphenCorrect usagedisc brakedisc brake mountingdisc-onlyDownhill / DHdropoutDSC valvedual speeddual stageDual-Speed Compression(DSC)emailend-of-travel dampingentry-levelEVOLEvolution SeriesF.A.S.T. (Fast AdjustSpring Technology)Factory SeriesF100 / F140 / F180F29fade-freefine-tuneFIT / FIT FOX IsolatedTechnologyNotesnever disk brake, no hyphenwhen referring to disciplineno hyphenvalve is lowercaseno hyphenno hyphenno dotsnever e-mail, Email, E-mailall capswith dots, never F.A.S.T. AdjustSpring TechnologyF-Series examples, no spacenever 29erFIT and FOX in all caps; noperiods in FITFLOAT® RP23 / FLOAT® never just RP23 / RP2RP2FLOAT®all capsFOX Factory, Inc.® FOX in all capsFOX’s®possessive, never FOX'FOX®FOX in all capsFOX — Redefining RideDynamicsFree The Trail®Freeridefreestylefull-in / full-outfull-open / full-closedG-outsFOX in all caps, use m-dashsurrounded by spaces, boldFOX and Rideone wordnot fullyCorrect usagehalf-inchhard anoheat-treatedheavy-dutyhigh volumehigh-flowhigh-speedInternal Floating Piston(IFP)Kashima Coatlife cyclelife spanlightweightlineuplockoutlow-speedlower legmid-sizedmid-strokemini-quadOffroadOff-Roadopen bathopen cartridgeOwn The Trailpatent pendingPerformance SeriesPiggybackPODIUM®position-sensitivepost stylepreloadProPedal®PROTUNE®PROTUNE SMQR CodeRC2 damperNotesnon-Kashima Coatno hyphen(no hyphen on laser etch)title caseno hyphenno hyphenno hyphenno hyphenno hyphen(no hyphen on laser etch)no hyphenno hyphenDefense onlyno hyphenno hyphenno hyphenno hypen, no space, title casewhen product nameall capsno hyphenno hyphenall caps, regarding partsall caps, regarding servicelowercase damperCorrect usageReboundRedefine Your LimitsRedefining Ride Dynamicsrevalvingride heightsagSchrader valveself-adjustsetupset-upshort coursesmooth borespring ratestar-fangled nutsuper-finishedTALAS®TALAS® 29teflon-linedTerralogic®thru axletighten the nut to (#)in-lbs torquetool-freeTwin-Clicker®ultra-lightweightupper tubeUTVVANVanilla®velocity-sensitivewebsiteWherever You Ride®wide-rangeWorld Championworld-classX GamesNotestitle case inline texttitle case inline textno hyphenno hyphenlowercaseGeorge F. Schrader invented itnoun, as in my setupverb, as in set-up your vehicleno hyphenno hyphenall capswith spaceno hyphennever torque the nutultra always has dash afterno hyphennever Side x Sideone word, lowercaseno hyphenFOX — Redefining Ride Dynamics 915 Disc Drive, Scotts Valley, CA 95066 USA ridefox.com 19