realrider brand guidelines new all communications, keep the copy clear, consise and using everyday...

REALRIDER ® Brand guidel ines 2016

REALRIDER Brand Guidelines New.pdf 1 22/09/2016 10:38

REALRIDER ® Brand guidelines 2016

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WELCOME

Welcome to REALRIDER®A brand is the sum of the impressions and perceptions people have of our identity. More than simply the name or the logo, the brand is the experience, awareness and interaction that our users have with us. Our logo is often the first point of contact that our brand has in the marketplace and plays an im-plicit role in our brand identity. The logo is the visual expres-sion of our de-sired brand experience.

The face of REALRIDER®.

A successful brand and branding init iat ives wil l unite their personnel, bui ld loyalty with users and establish an emotional connection beyond the typical product or service experience.The correct application of our brand to both corporate and marketing com-munications materials is central to the success of our brand. Our brand guidel ines have been designed to create consistent and dist inctive representations of who we are and what we do.


CORE MESSAGES

Core proposit ion REALRIDER®REALRIDER® is an essential bit of biking kit . The motorcycle App that keeps r iders safe and connected, with built- in crash detection technology REALsafe®.

REALsafe® (crash detection technology):REALRIDER® is the first 999 integrated App on the market, with i ts built- in l i fe-saving REALsafe® crash detection technology connecting you to the nearest ambulance service in your t ime of need.

Strapl ine: Protect. Connect. Share

Personality:REALRIDER® is a real, down-to-earth brand that promises rel iabi l i ty, inspires confidence and del ivers innovative and useful services.

Tone of voice:MatureWarmProfessional but accessibleNot overly technical

Brand values:

TrustworthyPurposefulInnovativeAccessible/ApproachableSocial Successful


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FEATURES MESSAGING

RIDESAFERide with complete peace of mind when you activate REALsafe®, REALRIDER’s 999 integrated, l i fe saving crash detection technology that connects you automatical ly and directly to the nearest ambulance service in the event of a crash.The REALsafe® service is avai lable via a monthly or annual subscription.

RIDECONNECTEDRecord and share your routes, photos, videos and adventures with a community of bikers al l over the world. Use the App to discuss top t ips and share knowledge with fr iends on routes, locations, events and al l things bike related.

RIDEINSPIREDDiscover new routes to r ide and uncover hidden gems along the way.

Plan r ides more effectively by searching for places to refuel or stay en route. Search over 4000 points of interest (POIs) including petrol stat ions, biker cafes, dealerships and bike meet points. Add your own and save them directly to the App for reference.

RIDEPREPAREDStore al l your bike information in one place and get MOT and service reminders straight from your phone’s calendar. Mult iple bikes can be added to your Profile with sections for tyre pressures, receipts, insurance and breakdown pol icy info. The App wil l also post a social media alert i f your bike is stolen.


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WRITTEN FORM/TONE OF VOICE

For consistency, when the name is represented in text only, i t must be appear as one word, and always in capitals.

REALRIDER® Tone of Voice

Our audience want facts and more succinct information del ivered in a fr iendly manner. Resist using long l ines of text and lengthy paragraphs. For al l communications, keep the copy clear, consise and using everyday language.


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LOGO

The Logo

Our logo is the primary component of our materials. I t comprises of a dominant black gloss letter ‘R’ raked forward with REALRIDER® posit ioned in text capitals beneath it , creating a clear, memorable presentation.

The clean l ines of the ‘R’ and typeface selection provide a very simple and str iking logo. It is raked forward to portray speed and direction. The styl ised black gloss finish suggests images of helmet and fuel tank, that wil l resonate with any bike aficionado. The logo is unique, and is a registered mark. It therefore must always be accompanied by the registered symbol. The logo may not be re-created, distorted or altered in any way and only reproduced from approved master files.Displayed with visual system elements such as typography, photography, colour and layout, the logo brings consistency and dist inctiveness to al l of our communications. With correct and consistent use, the REALRIDER® logo can achieve a strength and permanence that wil l serve thebrand well into the future.Personality: REALRIDER® is a real, down-to-earth brand that promises rel iabi l i ty, inspires confidence and del ivers innovative and uesful services.


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LOGO USAGE

The primary format is to be used on pure white backgrounds only.

When superimposing the logo on photo images, the ornage or white versions-must be used. The background image density must be strong enough to ensure clar ity of the logo text.

If the logo has to be placed onto black or dark coloured backgrounds the use of the secondat white logo may be used.

A long version of the logo with the REALRider text posit ioned to the r ight of the “R” may be used as a secondary option only when height may be an issue. This version of the logo is also avai lable in Grey, White and Orange.

The REALRIDER® logo is avai lable in various formats as master files in these versions:


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EXCLUSION ZONE AND MINIUMUM SIZE

25mm

To protect the clar i ty and visual integrity of the logo, i t has a minimum exclusion zone. No text, or graphic elements should encroach into this area, creating.

neutral i ty around the identity. The exclusion zone can be determined by the height of the ‘R’ to be equally applied to al l s ides.

We reserve the r ight to request that third party logos be posit ioned further away than the exclusion zone, i f the REALRIDER® logo is compromised by a more dominant identity.

For legibi l i ty, the logo is not permitted to be reproduced smaller than 25mm in width.


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LAYOUT AND POSITIONING

REALSAFE TECHNOLOGIES

T: 0845 8620772E: [email protected] W: realrider.com

Realsafe Technologies LtdRiverside House

Goldcrest WayNewcastle upon Tyne

NE15 8NYRegistration No. 8120770VAT Number: 138336311

Realsafe Technologies LtdRiverside HouseGoldcrest WayNewcastle upon TyneNE15 8NY

REALRIDER® typography is always to be ranged . This provides the eye witha constant start ing point for each l ine, making text easier to read. Ideal ly the text should be set out with x 1.5 leading to al low the text to breathe.


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COLOUR PALETTE

BLACK WHITE ORANGE GREY

C=75M=68Y=67K=90

C=0M=0Y=0K=0

C=0M=48Y=99K=0

C=48M=38Y=38K=3

R=0G=0B=0

R=255G=255B=255

R=247G=151B=29

R=140G=143B=144

BLACK 50% WHITE 50% ORANGE 50% GREY 50%

The primary colour is black. In order to maintain prominance when using process colours, the mix has been set to obtain a robust black

Secondary colours may be used throughout our communications to highl ight and add interest. I f subtle use of highl ight colour is required, 50% tints of these secondary colours may be used.


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TYPEFACE

Only the type family shown should be used for consistency across al l our communications The type size and weight wil l depend on the format, function and purpose of the piece being produced. Other weights are avai lable in this typeface and may be used if appropriate for the purpose. Ital ic versions of the typefaces shown may also be used sparingly for t i t les. Our primary electronic typeface is Trade Gothic

For electronic correspondence Arial should be used as the template typeface. e.g. body copy on letters, faxes, memos, emails and website.

TRADE GOTHIC STANDARD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789TRADE GOTHIC BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz

0123456789TRADE GOTHIC LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghi jk lmnopqrstuvwxyz

0123456789


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