hawke & co brand guideline 2016 - lr

BRAND IDENTITYGUIDELINES 2016

CONTENTSBRAND OVERVIEWBrand StatementAudience & PersonalityBrand Snap-Shot

LOGOSPrimarySecondary & TertiaryOutfitterBlackECO

LOGO USAGEClear SpaceWeb & Print SizingImproper Usage

COLORSMain PaletteBrand Examples

TYPOGRAPHYFont CollectionSize UsageType Examples

IMAGERYLifestyleProductIconsTexturesTexture ExamplesPatternsPattern Examples

MOOD BOARDSProOutfitterBlackECO

RESOURCESBrand AssetsContact

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Hawke & Co | Brand Identity Guidelines 20163

JOIN THE ADVENTURE

Whether you're from the city or the ‘burbs, every day is a chance for adventure and that is what’s at the core of our company.

We’re driven to produce products that can improve our lives in subtle and meaningful ways; from technical fabrics, innovative designs and multi-functional use, while still maintaining our signature sleek and stylish aesthetic. We’re also committed to the production of our products in socially responsible facilities, which now includes the use of post-consumer materials to help reduce our overall carbon footprint while still maintaining our high production quality standards.

Even with all of these added benefits, we’re excited to maintain a price that makes Hawke & Co attainable by all because everyone should look great through life’s adventure.

BRAND STATEMENT


Today’s most influential consumer is part of the Millennial generation. This population spans ethnicity and geographyand reflects our core customer and those of our retail partners.

These younger consumers have an insatiable appetite for information and the opportunity to share their interests and engage with brands that matter most to them and the world at large. Authenticity is the backbone to brands who succeed with this purchaser.

At Hawke & Co, we work hard to live up to the expectations that our customers set for us. We know they have many options when it comes to brands but remain loyal and enthusiastic as we introduce products that continuously exceed their expectations. After all, being awesome is something we have in common with our customers.

AUDIENCE & PERSONALITY

Being awesome is something we have in common with our

customers.

"

"


BRAND SNAP-SHOTLOGOS

TYPOGRAPHY

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

MAIN COLOR PALETTE

Outfitter

Primary / Pro

Pantone: 1655 CCMYK: 0 / 84 / 100 / 0RGB: 252 / 76 / 2HEX: #FC4C02

Pantone: Neutral Black CCMYK: 71 / 66 / 65 / 72RGB: 34 / 34 / 35HEX: #222223

Pantone: 1945 CCMYK: 22 / 100 / 71 / 14RGB: 166 / 9 / 61HEX: #A6093D

Pantone: 355 CCMYK: 98 / 12 / 100 / 2RGB: 0 / 150 / 57HEX: #009639

Black

ECO

Gotham Black - Heading Gotham Light - Copy


LOGOS - PRIMARY/PROConsistent use of the Hawke & Co logos is essential in creating a united brand identity. The master logo is supplied as artwork and should never be altered, distorted or re-created in any way.

Hawke Black

Hawke Black - Reverse

Hawke Orange - Reverse

Hawke Gray - Reverse

PRIMARY LOGO - COLOR

PRIMARY LOGO - GRAYSCALE


LOGOS - SECONDARY/TERTIARYConsistent use of the Hawke & Co logos is essential in creating a united brand identity. The master logo is supplied as artwork and should never be altered, distorted or re-created in any way.

Hawke Black

Hawke Black Hawke Black - Reverse

Hawke Black - ReverseHawke Orange - Reverse

Hawke Orange - Reverse Hawke Gray - Reverse

Hawke Gray - Reverse

SECONDARY LOGO - COLOR & GRAYSCALE

TERTIARY LOGO - COLOR & GRAYSCALE


LOGOS - OUTFITTER

Hawke Black Hawke Black - ReverseHawke Maroon - Reverse Hawke Gray - Reverse

OUTFITTER LOGO - COLOR OUTFITTER LOGO - GRAYSCALE

Consistent use of the Hawke & Co logos is essential in creating a united brand identity. The master logo is supplied as artwork and should never be altered, distorted or re-created in any way.


LOGOS - BLACK

Hawke Black - Reverse Hawke Gray - Reverse

BLACK LOGO - GRAYSCALE ONLY



LOGOS - ECO

Hawke Black

Hawke Black - Reverse

Hawke Eco Green - Reverse

ECO - COLOR

ECO - GRAYSCALE



LOGO USAGE - CLEAR SPACEThe Hawke & Co logos must always have a clear area surrounding it, free from any other element. The below guides show the minimum clearance between the logo and other elements.

The height of the "Ampersand" in the logos indicates the measurement of minimum clearance.

The height of the "O" in the logos indicates the measurement of minimum clearance.

PRIMARY / SECONDARY / TERTIARY

OUTFITTER / BLACK / ECO


LOGO USAGE - SIZINGThese sizes should be considered the minimum size for web and print uses.For logo sizes smaller than the minimum sizes below, please contact our team for review and approval. Please note - web sizes are not to scale.

WEB - MINIMUM SIZES PRINT - MINIMUM SIZES

Width: 1.375 inchWidth: 150 pixels

Width: 120 pixels Width: 1 inch

Width: 1 inchWidth: 120 pixels

Width: 1.375 inchWidth: 150 pixels


LOGO USAGE - IMPROPERHawke & Co relies on a consistent use of our logos to present a strong brand image. Please do not change the mark, including but not limited to changes in the color, proportion, or design, or removal of any words or artwork.

IMPROPER LOGO USAGE

1. Do not change the size relationship of elements 7. Do not add a pattern into the logo

2. Do not compress the logo 8. Do not outline the logo with a stroke

3. Do not compress the logo

4. Do not add any effects to logo

9. Do not place logo on background that alters specifications

10. Do not place logo on busy background image

11. Do not skew the logo

12. Do not rotate the logo6. Do not alter color specifications

5. Do not add drop shadow to logo


COLOR

Pantone: 1655 CCMYK: 0 / 84 / 100 / 0RGB: 252 / 76 / 2HEX: #FC4C02

Pantone: Cool Gray 9 CCMYK: 55 / 47 / 44 / 10RGB: 117 / 120 / 123HEX: #75787B


Pantone: Neutral Black CCMYK: 71 / 66 / 65 / 72RGB: 34 / 34 / 35HEX: #222223

Pantone: 1945 CCMYK: 22 / 100 / 71 / 14RGB: 166 / 9 / 61HEX: #A6093D


Our colors are what give us our personality. Hawke Orange combines energy with the curious nature to explore. The Outfitter Maroon and Black Label colors represent courage and elegance in power. Eco Green shares our view on the environment and represents our growth in creating sustainable products.

MAIN PALETTE SUPPORTING PALETTE

HawkeOrange

OutfitterMaroon

BlackLabel

EcoGreen


COLOR - BRAND EXAMPLESAs each collection—Pro, Outfitter, Black and Eco—has their own uniquevoice, the collections take on different palettes to reflect this tone. The below is a foundation for how each collection appears through color.

PRO OUTFITTER BLACK ECO


TYPOGRAPHYConsistent typography is essential in keeping true to our brand image. We use Gotham, a strong typeface with roots in New York inspired from signs and buildings in the city. With its comprehensive range of weights, it helps communicate our image across many different applications and media.

HEADING DISPLAY

COPY COPY

ABCDEFGHJKLMNOPQRSTVWXYZ

abcdefghjklmnopqrstvwxyz

abcdefghjklmnopqrstvwxyz

Gotham - Black

Gotham - Light Gotham - Medium


TYPOGRAPHY - SIZE USAGEAs different application uses and sizes will effect type display, use the below guide to keep type consistent across all print and digital channels. For Headlines, the leading should be -1 of the Point size. For Copy, the leading should be +4 of the Point Size.

HEADING EXAMPLES COPY EXAMPLES

SAMPLE HEADLINE

SAMPLE HEADLINE

SAMPLE HEADLINE

SAMPLE HEADLINE

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur semper nunc vitae risus semper dignissim et vel dolor.



Lorem ipsum dolor sit amet, consectetur

adipiscing elit. Curabitur semper nunc vitae

risus semper dignissim et vel dolor.

30 Size pt / 29 Leading pt









TYPOGRAPHY - EXAMPLESTypography is important when creating compelling and engaging content. By using the two typefaces, we can create hierarchy and develop a consistent style to our most important information. Below is some examples of using the type along with the main palette and basic shapes.

TYPE EXAMPLES

S A V E U P T O

S E L E C T O U T E R W E A R S T Y L E S

80%OFF

FALL 2016Browse the new Hawke Outfitter catalog

N E W S T Y L E S

FA L L & W I N T E R

N

E

W

S

T

Y

L

E

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Your next adventure is waiting - shop the new lookbook.

SHOP NOW

INTRODUCINGHAWKECO Helping the environment never looked or felt this awesome.


IMAGERY - LIFESTYLELifestyle photography is used across all marketing to show our customer in an everyday environment. Our mission is to engage viewers and to have all images feel authentic and natural.


IMAGERY - PRODUCTProduct photography is used to showcase the item itself, focusing on thefeatures of the product. Consistent white backgrounds are used to avoid any distractions and to insure quality in lighting and colors. Please note—do not add drop shadow.


IMAGERY - ICONSDefining product features is important in all stages of customer experience. We created a consistent set of icons to communicate performance and use across labels, hang tags, websites and other applications. For web use, the minimum icon width is 60 px. For print, the minimum icon width is 0.5 inches.

Moisture Wicking

Anti-Static

Waterproof

Lightweight

4-Way Stretch

Water Repellent

Breathable

Anti-Microbial

Water Resistant

Pocket Packable

Recycled Materials

Wind Resistant

Machine Washable

UV Protection

Heat Insulated

ICONS COLOR EXAMPLES


IMAGERY - TEXTURESUsing subtle textures in images and typography creates interest and depth when showcasing select materials. It's important the textures are used sparingly and do not become distracting to the overall message or goal of the content.

DISTRESSED STAMP HALFTONE PAINT ROLL

Before Before BeforeAfter After After


IMAGERY - TEXTURE EXAMPLEPutting the content together—image, type and textures—below is a basic example of the visual system in action.

TEXTURE EXAMPLES

Before After

CLOSE-UP


IMAGERY - PATTERNSSubtle patterns add recognition to the brand image and can create consistency across different applications. It's important to use patterns sparingly as they can become repetitive and distracting.

TOPOGRAPHIC DIAGONAL SQUARE VERTICAL RULE


IMAGERY - PATTERN EXAMPLEPutting the content together—image, type, texture and pattern—below is a basic example of the visual system in action.

H AW K E O U T F I T T E R

F A L L 2 0 1 6


MOOD BOARD - PROA mix between the city streets and the modern explorer, the Hawke & Cocustomer is always on the go and has the itch for adventure.


MOOD BOARD - OUTFITTERA city dweller that loves the outdoors, the Outfitter customer bounces between the daily grind and the next weekend getaway adventure.


MOOD BOARD - BLACKSimple, elegant and sophisticated - the Black customer is refined and styled from the workplace to the night out.


MOOD BOARD - ECOThe Eco customer values the products they invest in. Concerned about style and the environment, they're willing to give a little more to help the planet.


BRAND ASSETSA digital copy of this brand book and all of the assets detailed in this document are available for download from our website. Please visit the URL below to access these files and discover more about connecting with Hawke & Co.

WWW.HAWKEANDCO.COM/BRAND



CONTACTAny questions about the brand and asset usage should be directed to our Director of Marketing & Branding, Daniel Montelongo.

Director of Marketing & [email protected]

DANIEL MONTELONGO


#MODERNEXPLORER

hawke & co brand guideline 2016 - lr

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