VEE Tire Co. - Branding Book Version 0.1

[ OrganizatiOn Branding guide ]

I N T R O D U C T I O Nt O O u r B r a n d

The purpose of this Branding Guide is to support our marketing and

communication goals with an entire suite of resources and tools,

from photography and writing guidelines to logos, colors, taglines

and more. It has been created to portray a consistent image that will

give VEE Tire Co. a uniform corporate identity, greater visibility and

more powerful marketing possibilities. It overviews everything we do

as a team, how we portray our company internally and communicate

about our company externally. Above all else, this tool will allow us

to become familiar with VEE Tire Co’s brand, which will inform all of

our communication decisions, and will be essential for developing

authentic, distinctive materials that resonate with our target audience.

p3

IntroductIon


OPEN L E T TER

Brands are promises that consumers are led to believe in by creating trust and emotional attachments. Great brands aren’t just known,

they are trusted. When people are aware of your brand, they are aware of the positive characteristics for which you stand. Long before

they get ready to make a purchase, they feel they know who you are and what unique value they can count on your company to deliver.

Consistency is essential to maintaining an identity like this; thereby enhancing the overall image of an organization. This is particularly

true for an organization such as yours with widespread partners around the globe. A cohesive brand is an important tool with which

you can foster your sense of mission and community, and also relay to your external audiences that you are a well-run and integrated

organization.

Brands grow from the top down, and from the inside out. What that means is that the VEE Tire Co. brand needs commitment from the

highest levels of leadership, as well as support from employees in every department and at every point of the organizational chart. Great

brands are expressions of the vision, mission and core values established by leaders. Therefore, leaders need to head-up the branding

effort. This manual is not expected to be an overnight change, however, we urge you to adopt the new guidelines as soon as is practical

so that you begin signaling a reinvigorated and updated organization. The more consistently the brand is applied, the more value it

conveys to all your current and potential customers. We hope these guidelines will prove useful and convenient to utilize, as we believe

they will help your organization create the best possible communications.

Sincerely,

Justin – Creative DirectorThe Creative Bar

[ intrOductiOn ] p5

BRAND POSITIONWhere our brand is perceived in the mind of the target audience relative to their preferences, the competition and prevailing marketplace

conditions are key to a successful brand. In this chapter our brand position will take shape.

Creating a Brand Position ....................................................................................................................................................................................................8

Brand Position Statements ..................................................................................................................................................................................................9

Our Tagline .........................................................................................................................................................................................................................10

BRAND PERSONALITYCapturing VEE Tire Co.’s personality in our marketing communications allows the audience (customers, peers, investors, board members)

another means of recognizing our brand. The personality should be captured in the words we use in all our marketing for VEE Tire Co.

This chapter focuses on the written components, including key words (what we say), tone and manner (how we say it), and writing tips to

maximize impact.

Brand Persona ...................................................................................................................................................................................................................14

Key Words ..........................................................................................................................................................................................................................15

Tone and Manner ...............................................................................................................................................................................................................20

COMMUNICATION STYLEOur identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come

together to create a distinctive look and feel that make the VEE Tire Co. brand instantly recognizable. This chapter will guide you through the

core elements, assisting you in designing and producing compelling communications.

Logo ...................................................................................................................................................................................................................................24

Fonts ..................................................................................................................................................................................................................................35

Picture Style ......................................................................................................................................................................................................................36

RESOURCE CENTERFrequently Asked Questions ..............................................................................................................................................................................................42

TA BL E OF C ON TEN TS


B R A N D I D E N T I T YT h e e s s e n C e o f o u r B r a n D

In the bicycle market, a premium tire is defined by the complexity

and quality of how the tire is constructed (compound/tread/castings).

Only 4 major brands offer a tire that highly adheres to premium tire

requirements and allows their products to be defined in the market as

“premium”. With similar high-end branding, customer experience and

price, a customer’s decision is then made only on personal preference

and practicality.

The focus of our identity will be on the type of products we produce,

how we package them and by the way our business is conducted.

The bar has already been set for “premium” in the bicycle markets—

it is VEE Tire Co.’s duty to match or surpass the industry’s premium

expectations in order to be part of the customer’s purchase decision. If

this is done correctly, VEE Tire Co. can offer what no other premium tire

can offer, giving the consumer the reassurance of making a practical

purchasing decision while buying a high-end product.

[ Brand identity ] p7

Brand IdentIty


C r e a T i n g a B r a n D p o s i T i o n

o u r B r a n D p o s i T i o n

Shaping the perception, or position of our brand is up to all of us. The first

step is identifying what perception we wish to create for our company. Step

two is to determine how each touch point, with input outside VEE Tire Co.,

should help contribute to the desired perception – a central reason that this

guide was created.

Our brand position must be delivered with authenticity. Merely claiming

a position does not make it real in the mind of the audience. It must be

grounded in truth, believable and desirable. To differentiate from other

brands, our position must be unique. Finally, our position should be flexible

enough to be applied in different ways across various platforms.

Our brand position has been captured as a statement that vividly describes

who we are and what we are promising our audience. While the public will

never see this statement (consider it a private handshake among all of us,

the builders of the VEE Tire Co. brand), it will be felt and experienced by

our audience.

The words comprising our brand position statement have been carefully

selected - they represent attributes common to VEE Tire Co. For more on

key words see Section 2 page 15.

A brand position is the sum of all of the functional and emotional parts of a service that differentiates it among the competition. All successful companies have a

strong foundation of who they are and who they want to be as a company. Having the brand position statement posted on your desk might help as a friendly reminder

of what your company stands for and can help build a sense of pride.


V e e T i r e C o . B r a n D p o s i T i o n

VEE Tire Co. offers the specialty and major bicycle markets a premium tire and tire products, at

an affordable price, while still maintaining a high-end purchasing experience for the consumer.

Its unique ability to draw knowledge and resources from its parent company’s (VEE Rubber)

experience in the bicycle, motorcycle and car industries, along with the resources of 5 major

factories, gives it an engineering advantage to push boundaries and adapt quickly to any

bicycle market segment. VEE Tire Co.’s persona also adapts to each segment, challenging its

riders and potential customers to elevate their riding ability and demand a premium product.

[ OrganizatiOn Branding guide ] [ OrganizatiOn Branding guide ]

s u C C e s s f u l l y a C C o m p l i s h e s

• Simplyandpubliclyexpressesourbrandposition

• Reflectsthebrand’sidentity,character,promiseandpersonality

• Speaksdirectlytoandchallengesconsumers

• Addstothemeaningofthebrandnamewithoutrepeatinganyofthesamewordsorconcepts

• Suggestsmovementliterallyandmetopharically

• Impliesthataconsumersbestrideandexperiences,canbetakenfurtherwithVEETireCo.

C r e a T i n g a T a g l i n e

Our tagline is a phrase that accompanies our brand name to quickly

translate our positioning and brand identity statements into a single line

that means something to consumers. Our tagline is meant to provide

consumers with an indication of our brand and its market position in just a

few memorable words.

It encapsulates our commitment to intimately understand the needs and

aspirations of our customers in order to deliver innovative products that are

perceived as a need rather than a want.

Taglines are increasingly important as a means to carry our brand identity where our logo can’t go, like your e-mail messages, text ads, voicemail greetings, and other

nonvisual communication channels. In those environments, our tagline becomes the single transmitter of our business’ brand and position.


“Take yourself further.”

V e e T i r e C o . T a g l i n e


Capturing VEE Tire Co.’s personality in our marketing communications

allows the audience (Customers, Dealers, Distributors, Media, Competitors)

another means of recognizing our brand. The persona of our products

and our service should be captured in the words, imagery and graphic

treatments we use in all our marketing for VEE Tire Co. This chapter focuses

on the written components, including key words (what we say), tone and

manner (how we say it), and writing tips to maximize impact.

B R A N D P E R S O N A L I T YW h a T W e s a y & h o W

[ Brand PersOnality ] p13

Brand PersonalIty


o u r B r a n D p e r s o n a

D e l i V e r i n g o u r p e r s o n a

p e r s o n a K e y D i f f e r e n T i a T i o n s

As a maker of premium tires, VEE Tire Co. offers riders a chance to push

boundaries, and challenge themselves to ride harder, faster and take themselves

further by positioning its products as the means to get there. VEE Tire Co.’s

products are both high-end and affordable, and meet the rider’s individual needs

on any terrain. With years of tire manufacturing experience in various industries,

theyarehighlyaptatequippinganytypeofrider—fromRoadtoCrossCountry

— offering fresh perspectives and new ways to improve one’s style of riding.

When writing our respective marketing communications, consider how VEE Tire Co. speaks to a variety of individuals to deliver our brand persona:

•HowwouldriderswhochosetopurchaseVEETireCo.’sproductovera

competitor tell a friend in their market segment why they should also

choose the same?

• HowcanVEETireCo.creativelychallengethecustomer’sperformanceor

riding regiment to invoke the thought of change?

•Yearsoftiremanufacturingexperienceinvariousindustries

•Challengesriderstoperformbetter

•Premiumandaffordable

•Communicatestoanytypeofrider

Just as individuals act in such a way that they want to be perceived, companies need to work together to give off a specific persona.


K e y W o r D s

When we write about our personality, we are writing about what makes us unique. What sets us apart? What are our unique traits and characteristics? What do we want our target audience

— including dealers, distributors, sponsored riders, competition and our industry — to know about our product as a whole?

Simply stating our tagline, “Take yourself further.” is only part of the process. As previously discussed in Chapter 1, the claim we make must be authentic, believable and desirable. That is

where the words surrounding and leading up to the tagline come into play.

Our brand positioning statement is a great resource when considering which words to use to express our organization in writing. The words comprising the statement have been carefully

selected — they reflect the personality of VEE Tire Co. by representing attributes common to the product.


V e e T i r e C o . B r a n D p o s i T i o n

VEE Tire Co. offers the specialty and major bicycle markets a premium tire and tire products, at

an affordable price, while still maintaining a high-end purchasing experience for the consumer.

Its unique ability to draw knowledge and resources from the experience of its parent company

(VEE Rubber) in the bicycle, motorcycle and car industries, along with the resources of 5 major

factories, gives it an engineering advantage to push boundaries and adapt quickly to any

bicycle market segment. VEE Tire Co.’s persona also adapts to each segment, challenging its

riders and potential customers to elevate their riding ability and demand a premium product.


m a r K e T i n g C a T e g o r i e s

D e f i n i T i o n s

Specialty Market

Major Market

Premium

Unique

Knowledge

Resources

Engineering Advantage

Premium

Affordable

PurchasingExperience

PushBoundaries

Elevate

What is VEE Tire Co.: What do customers take away from Vee Tire Co.:

specialty Market: the market of being special, distinctive, or peculiar.

Major Market: the market of large in number, amount, or extent.

Premium: a high value or a value in excess of that normally or usually expected.

unique: when something or someone is unlike anything or anyone else.

Knowledge: information, understanding, or skill you get from experience or education.

resources: a source of supply or support.

engineering advantage: something that helps to make someone or something better, or

more likely to succeed than others at the design and manufacturing of complex products.

affordable: believed to be within one’s financial means

Purchasing experience: the personally encountering or undergoing of all that is perceived,

understood, and remembered of the process of purchasing a product.

Push Boundaries: To extend ones frontiers, to boldly go, to experiment, to be not content

and want to find out more. A step in the search for knowledge

elevate: to move or raise to a higher place or position


a r C h e T y p e

W h o V e e T i r e C o . i s

Peoplehavepersonalities.Brandshavepersonalities.Ifyouwanttodogoodbusinessbybuildingasuccessfulbrand,youmustbeskillfulaboutmatchingyour

market with your brand. As both a face and a function, archetypes reveal how a brand shows up in the world, how it is motivated and what triggers it. Very simply,

archetypescan facilitate theunderstandingofabrand,and identifywhy it attractscertaincustomers.You thenattract thosecustomerswhenyourbrand is

congruent with an archetype that is either dominant or emerging in their consciousness.

VEE Tire Co. is motived by a powerful craving for new experiences. Greatly valuing autonomy, they have a core desire to be free of the establishment, but not

necessarily to have to challenge it. They are wiling to do just about anything to avoid boredom and entrapment, even if it means taking great risks. VEE Tire Co.

is known to push boundaries and delight in unexpected discoveries, embracing a “no limit” philosophy. Known to be dynamic, influential, charismatic and clever,

this archetype is able to view the world through many different lenses — driven to understand the fundamental laws of the universe in order to make dreams into

a reality. They also connect to experiences of synchronicity, flow and oneness, with a curiosity about the hidden workings of the universe. Using ritual and forces

from above and beyond, VEE Tire Co. manifests ideas into reality. Able to accomplish magic from the inside out, they gets results outside of the ordinary rules of

life. (archetypes: explorer/Magician)

Archetypes help guide brands in telling their story within their industry and within society. Archetypes also help create the personality of the brand. This personality will be

something people can relate to and see value in as they get to know the company.


W h a T V e e T i r e C o . D o e s

As a supporter and promoter of social change, VEE Tire Co. is compelled to transform social issues, and

empower people to use their voices for a cause that may be unpopular, obscured or that others don’t want

to address. They are dedicated to what Ram Dass calls “compassion in action.” VEE Tire Co. activates

empowerment and change by bringing people on side, inspiring them to a greater calling and defending those

who are not yet able to advocate for themselves. (archetypes: advocate)

h o W V e e T i r e C o . D o e s i T

VEE Tire Co. is a force to be reckoned with, representing the voice that’s had enough. They are a key to

social change and acceptance as a harbinger of fresh perspectives, new outlooks, aspirational change and

awakening. A rule breaker, VEE Tire Co. challenges convention by questioning the status quo and pushing the

envelope. With bold leadership, courage and power, they help to dispel other’s fear of victimization.

A chameleon at heart, VEE Tire Co. can move in and out of any situation with ease and style. Sometimes

acting as a catalyst to help others get past their obstacles, they challenge them to question their assumptions

and beliefs. Changing roles and personality characteristics are hallmarks of VEE Tire Co. They mold into

whatever a given situation requires in order to energetically move people and circumstances toward greater

understanding or resolve. (archetypes: rebel/shapeshifter)


T o n e a n D m a n n e r

The first step in establishing tone and manner is identifying the writing perspective. While key words help determine “what we say”, the tone and manner of our

communications guide us in “how we say it”. The tone and manner of your written and verbal communications should reflect VEE Tire Co.’s personality. We, VEE

Tire Co. (the organization), is speaking directly.

If our products are truly a premium and affordable option for riders, then our messages should be equal to, or elevated higher, than premium competitors. This

leaves the consumer to base their purchasing decision on VEE Tire Co.’s lower price. Use a tone that reflects the product’s unique high-end capabilities while

challenging the customer to elevate his or her riding.

When writing or speaking about VEE Tire Co. and its products, please keep the following considerations in mind.

Incorrect: VEE Tire Co.’s tires are as great as any other, and cheap.

correct: VEE Tire Co. offers a premium option in any riding segment, giving you, the rider, what you need to take yourself further.

Incorrect:IfyouneedsupportorhelpwithyourProduct,VEETireCo.’scustomerservicewillhelpyou.

correct: We understand the level of service you need when purchasing the best for your bike. Therefore, from the moment you buy our products, we offer

personalized service to help you ride harder, faster and take yourself further.


T i p s W h e n W r i T i n g

• Remember,ifwewanttobeperceivedaspremium,everythingwedescribeneedstobeheldtothatstandard.Thinkintermsofhowotherhigh-endbrands

wouldtalkwhendescribingtheirproducts(iePorscheorRolex).

• EmphasizetheexperienceandknowledgedrawnfromVEERubberinvariousmarketstocreateinnovativeproducts.

• Includetestimonialsand/orcasestudiesfromridingprofessionals(individualsfromallmarketsegments)withwhichpotentialriderscanidentify.Establish

authority within the industry by identifying these riders when applicable (ie Mike King).

• WhendescribingVEETireCo.’sserviceandsupport,removemisconceptionsbyfocusingonthepositiveexperiencesforeachriderbefore,duringandafter

purchasing.


C O M M U N I C A T I O N S T Y L Eh o W W e s h o W i T

Our identity is not just a logo. It is a design scheme composed of

a number of core elements (imagery and graphic treatments) that

come together to create a distinctive look and feel that makes the

VEE Tire Co. brand instantly recognizable. This chapter will guide

you through the core elements, assisting you in designing and

producing compelling communications.

[ cOmmunicatiOn style ] p23

C O M M U N I C A T I O N S T Y L E

coMM

unIcatIon style


o u r l o g o .

K e y C o m p o n e n T s .

Our logo combines simplicity and distinction by using a combination of icon

and name. The Icon is a simple, yet modern stylized “VEE”. Although the icon is

strong, easily recognizable and can stand alone, it should never be used apart

from “Tire Co.”

The logo is slanted to show movement, representative of not only the biking

industry, but representative also of VEE Tire Co.’s innovative movement. Initially

this logo is to be used primarily on all platforms like; web, print, p.o.p displays,

and merchandise.

•Icon

•Name

The logo is the face of the company. When a client sees the Vee Tire Co. logo there should be a unique, comforting, feeling towards it, This feeling then translates to the company.


F u l l C o l o r .

The preferred Vee Tire Co. logo is the full color version combining the specified

colors listed to the right. Different Media and printing specifications require

different interpretations of the logo type colors. The pantone, 4-color, and

websafeRGBequivalentsarelistedbeneatheachcolor.

PMS 286 u

C 100

M 66

Y 0

K 2

Web-safe RGB

# 0 0 5 d a a

White

C 0

M 0

Y 0

K 0

Web-safe RGB

# F F F F F F

BlaCk

C 0

M 0

Y 0

K 100

Web-safe RGB

# 0 0 0 0 0 0


C o l o r - i n V e r s e D . o n e C o l o r - B l a C K .

When the occasion calls for a vector flat version, the above option may be

used. This version is ideal for screen printing or embroidery.

When the occasion calls for a black + white application, such as a

newspaper ad or faxable stationary, the above option may be used.


m i n i m u m s i z e .

f o r W e B .

f o r p r i n T .

C l e a r s p a C e .

In some instances, the Vee Tire Co. logo may need to be reduced to fit

within a small space. To ensure proper legibility of the logo, please adhere

to the above minimum size requirements. To ensure the best possible

reproduction and legibility on the web, the logo should never be reduced

smaller than the sizes shown above.

To ensure legibility and recognition, and to prevent any obstruction of the

logo mark, a protected area is preserved around the logo. This clearance

area should be no less than the height of “Tire Co.” as indicated in the

diagram above.

.5”

45px

1”

85px


C o l o r - i n V e r s e D . o n e C o l o r - B l a C K .

When the occasion calls for a vector flat version, the above option may be

used. This version is ideal for screen printing or embroidery.

When the occasion calls for a black + white application, such as a

newspaper ad or faxable stationary, the above option may be used.


m i n i m u m s i z e .

f o r W e B .

f o r p r i n T .

C l e a r s p a C e .

In some instances, the Vee Tire Co. logo may need to be reduced to fit

within a small space. To ensure proper legibility of the logo, please adhere

to the above minimum size requirements. To ensure the best possible

reproduction and legibility on the web, the logo should never be reduced

smaller than the sizes shown above.

To ensure legibility and recognition, and to prevent any obstruction of the

logo mark, a protected area is preserved around the logo. This clearance

area should be no less than the height from the “Vee Tire Co.” baseline

tothe“TakeYourselfFurther”baselineasindicatedinthediagramabove.

.5”

40px

3”

215px


D o n o T ’ s .

PleaseadheretothefollowinglogoguidelinewhenusingtheVEETireCo.logoinapplication.Forexamplesofcorrectlogousage,pleaserefer

to application example on the next page.1) Do not use the logo

without the tagline and

“strapline”.Youmayremovethe

strapline on the horizontal

logo only when necessary.

2) Do not place the logo on busy

areas of a photograph. Select

an area that provides easy

readability.

3) Do not alter the logo color.

Always adhere to approved logo

colors on previous page.

4) Do not skew or alter the logo

to fit into spaces. Always size

proportionately.


a p p l i C a T i o n .

The above sample applications demonstrate how the visual elements presented

in this logo can work together to create a distinct and memorable presentation

for the Vee Tire Co. logo. Consider these samples as simply that –samples – to

guide creative efforts and streamline development of our marketing.

Business Card

Web Banners


Advertisement

W e B s i T e .

The above advertisement demonstrates how our website must be displayed on all print . www.veetireco.com must always be displayed in lowercase

usingHelveticaNeue(57Condensed)withthetrackingsetto500.


C o l o r P a l e t t e .

The Vee Tire Co. color palette reflects key traits of our company by the simple definitions each color and the emotion it invokes. Blue symbolizes trust, loyalty,

wisdom, confidence. Blue is strongly associated with tranquility and calmness and produces a calming effect. As opposed to emotionally warm colors like red,

orange, and yellow; blue is linked to consciousness and intellect. Traditionally blue has been used to suggest precision when promoting high-tech products.

Grey is the symbol for security, maturity and dependability. It connotes responsibility and conservative practicality. Grey has a cooling effect when placed next

to other more vibrant colors. It has a stabilizing effect, making vibrant colors stand out while muting their vibration. The support palette for the logo includes

monochromatic colors creating a contrasting look and eye popping color scheme. Monochromatic colors are considered to be a very formal, elegant, and

prestigious colors. These colors were also chosen to present a more corporate setting.

PMS 286 u

C 100

M 66

Y 0

K 2

Web-safe RGB

# 0 0 5 d a a

White

C 0

M 0

Y 0

K 0

Web-safe RGB

# F F F F F F

BlaCk

C 0

M 0

Y 0

K 100

Web-safe RGB

# 0 0 0 0 0 0

PMS 299 u

C 85

M 19

Y 0

K 0

Web-safe RGB

# 0 0 9 d d c

PMS Cool Grey

C 0

M 0

Y 0

K 40

Web-safe RGB

# a 7 a 9 a c

C o l o r P a l e t t e . S u P P o r t P a l e t t e .


h e l V e T i C a n e u e 6 7 m e D i u m C o n D e n s e D

Used exclusively for subheaders using the all caps version.

F o n t S .

l h f C o n V e C T a B a s e

Type is important because it helps convey the mood and personality of the brand. The typography chosen for Vee Tire Co. are based on the characteristics of the brand and its audience.

LHFConvectaBaseisanedgyandmodernfontthatisrepresentativeofaforwardthinkingindustry,yet,itisstilleasilyreadacrossmanyplatforms.HelveticaNeue(57Condensed)

complimentsthistypefaceandisusedasamainbodycopyfont.Thisfontshouldbeusedwhenthereislargeamountsofreading.HelveticaNeue(67MediumCondensed)isthethird

and final font used exclusively for headlines in various marketing pieces.

Use for headlines and as an alternative to body copy, perfect for call outs.

h e l V e T i C a n e u e 5 7 C o n D e n s e D

Use for body copy and as a possible subheader using the all caps version.


m a i n p h o T o g r a p h y s T y l e .

The black and white photography, superimposed with blue, abstract diamond shapes was chosen to create a distinctive look that is certain to separate VEE

Tire Co. from competitors, making the brand recognizable and memorable. This look is achieved by desaturating the main image in photoshop. The abstract

diamonds (provided by marketing department, please see pg.42) are then placed directly above the original image. Set the diamond layer to “Multiply” in

the blending mode options.

Depending on the overall brightness/contrast of the image, you may have to duplicate the diamond layer a few more times to achieve the desired effect.

Placethetextureimage(provided by marketing department, please see pg.42) above all layers and set to “Overlay” in the blending mode options to finalize

the distinctive Vee Tire Co. “look”. This effect will rarely be exactly replicated as shown in these examples... the diamonds will have to be adjusted, resized

and reformatted in order to function properly with certain images. The brightness and contrast will differ image to image. The look will still be recognized

as Vee Tire Co. despite of all the possible variants. Similarly, product-shot backgrounds are to be created in this fashion, but product(s) are to remain in the

foreground.Neveroverlayanytexture(s)ontoproducts,weriskdivertingtheaudiencesattentionfromtheproduct..


F o n t S .

i r o n m a n o f W a r 0 0 2 n C V

K a u f h a l l e

C g f l o C u s T r e s i s T a n C e

V e r m i n V i B e s 2

Just as fonts are essential in represnting the mood and personality of the brand, the typography chosen for Vee Tire Co. tires is as crusial in representing characteristics

specific to each riding style. The following fonts were carefully selected for each tire category and these fonts should be used in print and web when advertising or

making mention of these tires.


f r a n C h i s e

X e r o ’ s T h e o r e m

n e u r o p o l i T i C a l

p i r u l e n

o u T a g e


e m B o s s e D V e e l o g o

The embossed Vee Tire Co. logo will always be on the bottom half of

the tire and is to be vertically centered with the tire model logo.

V e e l o g o

T i r e m o D e l l o g o

V e e T i r e C o . W e B s i T e ( r e V e r s e s i D e )

D u a l C o m p o u n D i C o n

The horizontal, one-color logo has been assigned to be used on all tire

hotpatches due to its functionality. The logo should not exceed 3” in length.

Logoshouldnotexceed.75”inheight,regardlessoftotalhorizontallength

of logo. The logo should always adhere to approved fonts and colors.

(refer to pg. 40-41 for approved fonts)

The website will always be on the reverse side of all tires and should

not exceed 3” in length. The website will be placed on the bottom half of

a standing tire. The approved font for the website is LHF Convecta Base.

This icon will always follow the tire model logo and should not exceed

3” in length.

t i r e h o t P a t C h

Hot patches will be essential in increasing industry knowledge of Vee Tire Co. and what we have to offer. All tires will be branded with a hot patch based on the

category it falls under. As previously mentioned (pg.38) each category has a specific font, best suited to represent the riding style. Below are key instructions

that we should adhere to when creating our tires to begin the early stages of brand reinforcement and recognition.

1 4

2 5

3


1 3

4

5

2


r e S o u r C e C e n t e r .

Who should use this guide?

This guide is intended for all Vee Tire Co. employees and their creative vendors especially those businesses marketing the organization.

Where can I get electronic artwork of the Vee Tire Co. logo?

The VeeTire Co. logo and tagline artwork can be emailed to you by Vee Tire Co. Please contact Vee Tire Co. at 404.305.9395 or [email protected]

Can I use the Vee Tire Co. logo without their permission?

Yes, although any application of the Vee Tire Co. logo should follow the graphic standards set forth in this guide. Vee Tire Co. asks you to carefully consider

how you intend to use the logo- does it reinforce the organization’s brand position? Consult with Vee Tire Co. if you have questions about the appropriateness

of your planned logo application.

Are there time constraints on using the graphic standards?

No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.

Can I use the brand positioning statement as copy in my marketing materials?

Using the brand positioning statement copy (or portion thereof ) is not recommended. The statement was written for an internal audience of the Vee Tire Co.

organization members and marketers.

Where can I get the photography and other elements used in the brand standards guide?

Some items in this guide can be provided by the Vee Tire Co. organization. Others might require purchase from a third party. Contact the Vee Tire Co.

marketing department for more details.

Your Vee Tire Co. contact

If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact the Vee Tire Co. marketing department

at 404.305.9395 or [email protected]

resource center

VEE Tire Co. - Branding Book Version 0.1

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Transcript of VEE Tire Co. - Branding Book Version 0.1