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VISUAL IDENTITY

GUIDELINE


OUR BRAND STORY

Mount Outdoors began in 2010, in Pickering, Ontario. Our roots were humble, and we've

grown since then, but our vision is still clear: to provide the best outdoor gear and to be

the best at doing it. We make sure to provide the best high-quality, high-performance

equipment, gear, clothing, and apparel for people who wants to get outside plain and

simple. This is about gear, grit, and connecting people to their passions.

We encourage and support thru-hikes who are end-to-end hikers seeking adventure

along with long-distance, remote north-south hiking trails. Demographically, we are

lucky to be operating in Ontario as southern Ontario consists of many hiking trails for

people who ain't afraid to seek adventure and experience the beauty of mother nature.

These are the individuals we identify as our primary customers.

We target young adults who love adventure and professionals aged between 20 to 35 in

and around southern Ontario.

“We believe a life outdoors is a life well-lived.”

MOUNT OUTDOORS

VISUAL IDENTITY GUIDELINE


LOGO VARIATION

A logo is the face and signature of the

brand. It connects the brand to all forms of

communication. The more consistent a logo

looks and is used – the more likely it will be

remembered and make an impact.

Our logo is the touchstone of our brand and

one of our most valuable assets. We must

ensure proper usage.

1” ( 2.54cm)

0.4” ( 1.02cm)

In reality, we understand the logo will have

to be placed or reproduced in many ways.

But No matter what, This is the minimum

size that can be scaled.

CLEAR SPACE REQUIREMENTS

The X-height of the logo is based on the height of the “O” in MOUNT OUTDOORS. No

design elements, type or photos should come any closer to the logo than 1x. The actual

distance of “X” will change depending on how large the logo is scaled.

NOTE : Please observe the clear space nothing should intrude into this specified clear

space.

1x

1x

LOGO ON TAGS & LABELS

x

1x

1x

MOUNT OUTDOORS

VISUAL IDENTITY GUIDELINE


LOGO USAGE

Our logo is the touchstone of our brand and one of our most valuable assets. We must

ensure proper usage. These are the ONLY acceptable versions of our logotype. The Logo

should not be use in any other ways other than what is displayed or explained here.

Please make sure that the full-color version of the logo (PMS) is used on all occasions

and whenever possible under any circumstances. This relates but is not limited to

advertising materials, interior and exterior branding, tags, and labels, or other

merchandising.

Use on white / light background

Use on dark background with red

patch or only the white logo

The black / grey logo version is acceptable to

use only in specific circumstances where the

full-color version cannot be used, if no color is

being used, or risk being obscured on a

distinct texture or shape.

In situations where there is no color used on

any material and only used black or grey, the

logo will have to be placed on a grey

background on white to emphasize the

brand clearly and differentiate from the rest

of the content.

MOUNT OUTDOORS

VISUAL IDENTITY GUIDELINE


INCORRECT LOGO USAGE (DONT’S)

The logo is what position ourself as a brand in peoples mind and we need to make sure

the logo does represent our commitment as a brand to our loyal customers. Therefore,

we need to be consistent with the logo usage and follow strict guidelines. Our logo

should not be altered or changed under any circumstance.

DO NOT :

1. Do not obstruct the logo with any graphic or image.

2. Do not add a drop shadow, bevel or othr effects to the logo.

3. Do not change the logo colors.

4. Do not scale the logo disproportionately so it is wider, taller, thinner or thicker than

the approved proportions.

5. Do not change the font or recreate the logo in any way.

6. Do not change the logo’s orientation, skew or distort.

7. Do not outline the logo

8. Do not put the PMS logo on a red or a shade of red background; instead use the

white logotype.

9. Do not combine the logo with type to make a new logo.

1 2 3

4 5 6

OUTDOORS

7 8 9

Marketing Team

MOUNT OUTDOORS

VISUAL IDENTITY GUIDELINE


INCORRECT LOGO USAGE (DONT’S)

Our colors are what gives us our personality. We’re bold, colorful & confident. They’re

simply loud & clear. Out base colour is Mount Wild Red and Mount Sunrise Orange as red

represents activity, passion and orange represents sunshine, enjoyment and creativity.

01. PANTONE Colour (PMS) should be used for any print media where pantone swatches

are specified.

02. CMYK colours should be used for any print media that is been printed digitally or with

four colour process lithography.

03. RGB colours should be used for any digital presentation where the logo will be shown

on the screen.

Mount Outdoors Primary Colours

PMS

1788C

MOUNT WILD RED

C: 0% R: 243

M: 96% G: 39

Y: 83% B: 53

K: 0% #f32735

PMS

1375C

MOUNT SUNRISE

ORANGE

C: 0% R: 255

M: 45% G: 158

Y: 96% B: 24

K: 0% #ff9e18

Mount Outdoors Suplimentary Colours

We do understand that building a brand based on 2 colours is not practical at all times.

Therefore, we have come up with supplemental colours that should only be used or

applied for flat colour graphical elements, and or digitally colorize visuals in support of

the brand.

PMS

325U

MOUNT SEA

BLUE

C: 67% R: 59

M: 0% G: 191

Y: 32% B: 187

K: 0% #3bbfbb

PMS

416

MOUNT METAL

GREY

C: 51% R: 129

M: 43% G: 128

Y: 43% B: 128

K: 7% #818080

MOUNT OUTDOORS

VISUAL IDENTITY GUIDELINE


TYPOGRAPHY

Typography is a key element to communicate a unified personality for Mount Outdoors.

The word “MOUNT” is not a font and have been custom created specifically for our brand.

We have selected “MONTSERRAT - REGULAR” a Google available on all computers as our

font for the “OUTDOORS”. Montserrat is used throughout this document as a demonstration

of its flexibility in layouts. You are welcomed to use any font style except “Italic and light”

from the font family. The fonts selected has great legibility and readability. This should be

the main font used on all print materials and web designs.

MONTSERRAT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

!@#$%^&*()

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()

MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()

BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()

FRUTIGER 77 BLACK CONDENSED, always set in all caps will be the other typeface used

in the brand as that helps to create a hierarchy in different materials. This font should

exclusively be used only for taglines and marketing text designed for marketing

materials, social media headlines and graphics, video, and other multimedia

applications. Also, note that only Frutiger 77 Black Condensed is allowed to use and no

other Frutiger font family or font style is acceptable.

FRUTIGER 77 BLACK CONDENSED

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()

EXAMPLE TAGLINE TYPOGRAPHY

MORE THAN AN

ADVENTURE,

ITS A WAY OF LIFE.

MOUNT OUTDOORS

EXAMPLE MARKETING TYPOGRAPHY

WE’VE GOT THE GO

ANYWHERE DO ANYTHING

OUTDOOR GEARS

VISUAL IDENTITY GUIDELINE

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