logo & brand identity guidelines - north sails€¦ · ns full logo / marks family work with...

LOGO & BRAND IDENTITY GUIDELINES

The Bullet Logo(s)3Clear Space Guidelines4Secondary Logos5Typography & Usage6Colors7Logo Color Usage / Standards8Logo Best Practices9

Logo & Brand Identity Guidelines

Contents

APPAREL - PRIMARY BULLET SAILING - PRIMARY BULLET

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The North Sails Bullet is the master logo for North Sails, it should sit above all products, services,

software, technology and offers.

The preservation of the North Sails brand mark identity is paramount to building a recognizable and consistent brand worldwide. The NS Icon pays homage to the traditional mark, but has been updated and modernized to represent a new generation. Let’s respect the logo and wordmark by correctly applying it and by using our company colors and typography in the proper manner. There are three marks in the North Sails arsenal - the icon, the wordmark and the logo lockup.

Familiarize yourself with them and learn how to use them properly. Don’t use the old North Sails logo or any alternative logos that may have used in the past.


NS Brand Marks

X-HEIGHT

0.5 X-HEIGHT

0.5 X-HEIGHT

0.5 -HEIGHT

0.5 X-HEIGHT

CENTER LINE

CEN

TER A

XIS

X-HEIGHT

0.5 X-HEIGHT

0.5 X-HEIGHT

0.5 X-HEIGHT

0.5 X-HEIGHT

CENTER LINE

CEN

TER A

XIS

APPAREL - PRIMARY BULLET SAILING - PRIMARY BULLET


NS - Bullet Clear Space

Blue indicates Clear Space. The blue area must be kept free of all other graphical and visual elements.

The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the uppercase letters, known as the ‘cap-height’ in the main character “N”. All measurements are determined from here.

What is x height? In typography, x-height is the distance between the baseline of a line of type and tops of the main body of lower case letters (i.e. excluding ascenders or descenders). The x-height is a factor in typeface identification and readability.Typefaces with very large x-height relative to the total height of the font have shorter ascenders and descenders and thus less white space between lines of type. Sans Serif typefaces typically have large x-heights. In typefaces with small x-heights, other letter parts such as ascenders and descenders may become more visually noticeable.

Typefaces with large x-heights may appear darker, heavier, crowded, and more difficult to read at body copy sizes.

If changing to a typeface with a smaller x-height is not an option, open up the lines of type by adding more leading (line spacing), and not using fully justified alignment.

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NS - Secondary Logo Marks

Additional approved corporate logos. They logos are to be used when execution of the main label doesn’t work.

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NS - Corporate Colors

Brandon Grotesque Boldis the primary font used for the

logotype/logo wording.

It can also be used as the standard when stronger emphasis is needed,

such as in: stationery, website design, brochures and all forms of

general correspondence.

Brandon Grotesque lightcan also be used for alternate font

option

Headline FontWhen to Use:

Classic Garamond Roman is to be used for all other forms of standard body text, ranging from:

stationery, website design, brochures and all forms of general

correspondence.

Body Font

When to Use:

BRANDON GROTESQUE (BOLD)

HEADLINE EXAMPLEClassic Garamond Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*({[:”<>?BRANDON GROTESQUE (LIGHT)

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*({[:”<>?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*({[:”<>?

At most, leading should be double the ptsize of the type, i.e. 8pt/16pt, 12pt/24pt, etc. At a minimum, leading should be no less than equal totype size, i.e. 8pt/8pt, 10pt/10pt.

When different type scales are needed, use good judgement to add emphasis and provide contrast and visual balance to the logo.

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erat finibus, laoreet libero in, mattis est. Sed aliquam dapibus viverra. Nulla

dapibus finibus volutpat. Pellentesque interdum pulvinar.

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At most, leading should be double the ptsize of the type, i.e. 8pt/16pt, 12pt/24pt, etc. At a minimum, leading should be no less than equal totype size, i.e. 8pt/8pt, 10pt/10pt.

When different type scales are needed, use good judgement to add emphasis and provide contrast and visual balance to the logo.

PROCESS C100 M35 Y0 K0SCREEN R0 G110 B182WEB HTML #006eb6PANTONE PMS 300u

PROCESS C99 M50 Y0 K0SCREEN R0 G94 B184WEB HTML #005eb8PANTONE PMS 300c

PROCESS C97 M63 Y13 K41SCREEN R67 G79 B105WEB HEX #434f69PANTONE PMS 289u

PROCESS C0 M97 Y87 K60SCREEN R12 G35 B64WEB HEX #0c2340PANTONE PMS 289c


Coated

North Sails Blue North Sails Blue

Deep Ocean Blue Deep Ocean Blue

Uncoated

Coated Uncoated

Coated Uncoated

NS - Corporate Colors

Corporate colors for printing and digital reference.

PROCESS C100 M79 Y44 K93SCREEN R16 G24 B32WEB HTML #101820PANTONE PMS BLACK 6C

PROCESS C0 M0 Y0 K0SCREEN R225 G225 B225WEB HEX #��

Black

PROCESS C86 M69 Y43 K55SCREEN R76 G78 B86WEB HTML #101820PANTONE PMS BLACK 6U Black

True White

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NS - Corporate Logos / Colors

PRIMARY 2-COLOR BULLET

STACKED LOGO SIMPLE BULLET LOGO TYPE

PRIMARY 1-COLOR BULLET

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NS - Best Practices

For Web

150px

32 x 50px 8 x 12.5mm

60 px 18mm

210 x 11px 70 x 3.6mm

45mm

For PrintThe Bullet logo lock up is the primary element inour corporate company signature. Consistent applicationof this single brand signature treatment in appropriate sizes based on medium strengthens the NS identity throughout all of our communication materials.

Whenever possible, reproduce the logo in PMS® at this size. Avoid reproducing the logo at this size in 4/C process if possible.

The sizes listed on the right are the smallest recommended size for each logo. Size will vary per technique or medium, but this should act as a general guide for proper legibility.

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NS - Best Practices

TRANSPARENCY

In some cases, a transparency effect may be applied to the “knocked-out type” version of the logos.

KNOCKED-OUT TYPE

In this treatment, logo is knocked out to show the background behind.

To allow flexibility for all logos, certain “treatments” may be applied to them.

NS full logo / marks family work with three treatments.

SOLID TYPE

Two color logo version. This creates better legibility in cases where there is a color background or photo behind the logo.


NS - Best Practices

Black & White transparency details

Be careful to achieve enough contrast.

BLACK

When creating transparent effects with the black version of the logo, use the “Effects > Multiply” function within Adobe Creative Suite products. This version CAN have its opacity lowered if necessary, creating a more subtle effect to the logo.

WHITE

When creating transparent effects with the white version of the logo, use the “Normal > Opacity” function to adjust transparency.

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