BRAND GUIDE - Scicon Bags · brand guide. table of contents 2 introduction 3 logo usage 4 logo...

BRAND GUIDE

TABLE OF CONTENTS

2 INTRODUCTION

3 LOGO USAGE

4 LOGO USAGE: MONOCHROMATIC

5 LOGO USAGE: ALTERNATIVES

6 WRONG LOGO USAGE

7 WRONG LOGO USAGE: COLOURING

8 WRONG LOGO USAGE: PLACEMENT

9 CORRECT LOGO USAGE: PLACEMENT

10 PROPORTIONS AND SPACING

11 BRAND COLORWAYS

12 TYPOGRAPHY

13 VOICE

14 IMAGERY STYLE

INTRODUCTION

Established in 1980 in Italy, as a world's first, SCICON® has set out to provide solutions to pack, transport and fly safely with your bike to any destination in the world. The SCICON® brand has grown from owning and manufacturing premium products to being the first choice in bike bags and bike cases worldwide and is globally recognized for excellence through world-class athletes and quality products.

As you apply the SCICON® brand on products and services, we have created this guideline and ask you to follow the brand ID carefully. Help us to build the brand in a way that is professional, respectful and inspiring.

02© 2017 ASG INTERNATIONAL

LOGO USAGE

The classic SCICON® logo has the sciconbags.com tagline, and is commonly used over black or dark gray backgrounds (top one).

If you need to position the logo over a white or light gray background, you can use the black version instead (bottom one).


LOGO USAGE:MONOCHROMATICIf colour print is not an option or if certain designs require it, the logo can be used in one color. Remember to stick to the following rule:

• White logo over black or dark gray backgrounds

• Black logo over white or light gray backgrounds.


LOGO USAGE:ALTERNATIVES

Another way of displaying the SCICON® logo is by dropping the sciconbags.com tagline.

Use this if the logo is going to be very small and the tagline wouldn’t read well, or at your discretion if you need to use a minimalistic design.


AWESOME BIKE BAGS

SCICONBAGS.COM

There are many methods to display a brand logo in the wrong way. Here are listed the most common:

• DON’T skew, distort or alter the logo in any way, including simulating 3D effects.

• DON’T add shadows, bevel or any other special blending effect.

• DON’T outline the logo.

• DON’T attempt to recreate the logo.Always use the original.

• DON’T change the font or the writing of the original logo.

• DON’T use the logo as a pattern. This usage is exclusive to the SCICON® design department and is used very scarcely.

When in doubt, always use the official logo as it is.

WRONG LOGO USAGE


Other common and as much wrong ways to use the logo include manipulating its colors or trying to blend the logo with other graphics:

• DON’T fill the space inside the text or swap the colors.

• DON’T fill the space inside the text or swap the colors (example n°2).

• DON’T recolour the logo or use gradients.

• DON’T change the accent or any other colour element.

• DON’T translate the logo in black & white colors. Use the correct one-color logo instead.

• DON’T blend the logo with other graphics.

WRONG LOGO USAGE:COLORING


WRONG LOGO USAGE: PLACEMENT

Bad logo placement can be as much as an issue as bad logo usage. Always make sure the SCICON® logo has sufficient air and is placed over the right background colors so not to hinder its readability.

• DON’T place the black logo over a dark background.

• DON’T place the white logo over a light background.

• DON’T place the logo over a similar colour.

• DON’T place the logo over a gradient or a complementary colour.

• DON’T place the logo over a pattern.

• DON’T place the logo over busy photography.


CORRECT LOGO USAGE: PLACEMENT

When displaying the SCICON® logo over aphoto usually it’s best to place it over a black or white box - depending on the brightness of the image - to make it stand out.

The box can have its opacity tuned down a bit to make it less imposed, but shouldn’t generally be set under 70-75% opacity.

Always leave some air between the logo and the borders of the box - see next page for details.


2x 2x

2x 2xx

PROPORTIONS AND SPACING

Always leave some air space around the logo when it have to be placed near other logos, graphic elements or borders. The “O” letter can be used to give you an idea of the correct spacing.


BRAND COLORWAYS

The SCICON® palette is made of Black, White and the SCICON® Red: Pantone PMS 485 C.

Usually while creating brand content the black color is used as filling, leaving white for both text and secondary color - mirroring the SCICON® products - but those can be easily swapped.

The SCICON® Red instead is best used as accent, for small details and for call to actions or other buttons as well.

COLOR RATIO60% Black30% White10% SCICON® red

COLOR RATIO

WHITE

CMYK

0000

RGBHEX

255255255#ffffff

RGBHEX

000#000000

RGBHEX

23500#eb0000

BLACK

CMYK

000100

PANTONE PMS 485 C

CMYK

0951000


Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

ROBOTO

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

1234567890

ROBOTO CONDENSED

TYPOGRAPHY

We have chosen Roboto and Roboto Condensed as our brand fonts - they are fast and easy to read. We sometimes use Roboto Condensed for web content as it can help format the text in less space, while keeping Roboto for printed text.

Sometimes we even break our own rules and go with Helvetica for print, because everyone loves Helvetica!


VOICE

Our voice is personal and human. It is informal, friendly and honest. Our priority is explaining our products and helping customers to ride their bikes on new roads and make their lives easier. We want to engage with our customers and inspire without patronizing or confusing them.

Our voice is:

• Neat, yet informal• Helpful but not overbearing• Confident but not cocky• Energetic but not hyperactive• Expert but not bossy

SCICON®

BRINGYOURBIKE


IMAGERY STYLE

Our imagery reflects the passion behind our products, the same passion that fuels a rider’s love to his bike and to travel with it - that’s why the images we use are both emotional and technical. Our goal is to make cyclist life functional, safe and memorable.

• PRODUCT IMAGERY is characterized by technical compositions showcasing the product in a bold, strong environment. Common materials range from concrete and asphault to more abstract, polygonal elements.

• PHOTOGRAPHY is strictly tied with the concept of travel and the ease of bringing your bike wherever you want. Images of air travel are common given the purpose of the SCICON® bags, but photos of great cycling destinations and amazing landscapes are important as well.


BRAND GUIDE - Scicon Bags · brand guide. table of contents 2 introduction 3 logo usage 4 logo...

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