BRAND AT A GLANCE - Storm Creek · 1.0 Logo3 1.1Clearance Zone 4 1.2 Logo Sizing 1.3 Trademarks 1.4...

Storm Creek Brand at a Glance

© 2018 Storm Creek. All rights reserved. Revised: May 2018 1


© 2018 Storm Creek. All rights reserved. Revised: May 2018

BRAND AT A GLANCESPRING 2018





CONTENTS1.0 Logo 3 1.1 Clearance Zone 4 1.2 Logo Sizing 1.3 Trademarks 1.4 Apparel Logo Variations2.0 Technology Icons 63.0 Brand Colors 74.0 Typography 8 4.1 Font Application 95.0 Imaging Style & Format 10 5.1 Photography 11 5.2 Laydown6.0 Textures & Backgrounds 127.0 Signature Pattern8.0 Mood Board 13



1.0 LOGO

ABOUT THE MARKThe logo is the most powerful visual of the Storm Creek brand. It communicates superiority, quality, and uncompromised value. The logo consists of two main elements: the creek running through the mountains and the word mark Storm Creek. Both elements are required in all cases and should never appear apart or alone, unless using the name of the company as Storm Creek.

STACKED & CENTERED

Wherever the logo is on a white/light background, it must be dark blue (PMS 539) or black.

HORIZONTAL

THE INVERSE

Wherever the logo is on a dark background, the logo may appear in all white, with no drop shadow.



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CLEARANCE ZONEAppropriate clearance should be allowed at all times. This clearance zone is proportional to the size “X” portrayed here as a box. This zone is important to maintain the integrity of the form. The clear space between a partnering logo should be a minimum of 0.5” inch.

MINIMUM SIZEThe bold nature of the logo mark allows it to scale small when needed across digital and print. Refer to the dimensions listed here when determining logo size. Sizing shown to scale. Dimension in inches for print; dimensions in pixels for screen.

TRADEMARKSThe name/design logo, Storm Creek, and branded apparel technology icons, are valuable assets of the company. TK Trading Co., DBA Storm Creek is the full and rightful owner of all marks/logos and icons (following pages) as identified in this document. Whenever the marks/logos are used, TM (icons) or ® (logos) symbols are required.

20 px50 px



1.4 APPAREL LOGO VARIATIONSWhen printed, embroidered, or applied to Storm Creek apparel in any decoration method, one of the three apparel logo variations may be used.

SQUARE VERSIONFlag LabelThe square version of the logo will be used on all Storm Creek garment flag labels, and sparingly in other situations that require a square format. On the flag label, the logo’s dimensions will be 0.5887” wide by 0.6” high.

SHORT VERSIONInside Hangtag This version will be used on the inside neck tag of garments. In this context, the “Storm Creek®” text will be shrunk to leave white space around the words. In any other context, the “Storm Creek®” text will remain full size.

NO TEXT VERSION Back Of GarmentsThis logo version will be used on the back of Storm Creek gar-ments. This version’s icon is the same size as the “Short Version,” however it has no text.

MAIN LOGO FOR COMPARISON



Superior UPF 35+ protection from harmful UV rays.

Fabric is technically treated to resist moisture penetration.

Waterproof so rain and snow can’t get in; breathable so body moisture gets out.

Chemical-free wicking performance that will never wash out.

Waterproof tape is used to seal inside seams for maximum waterproof protection.

Advanced yarn design and fabric treatments move moisture away from your body.

Waterproof/ breathable membrane fused between outer and inner fabric for superior weather protection.

Moisture management plus antimicrobial treatment keep you comfortable and odor free.

Reflective accents added to help in low visibility conditions.

Men’s big and tall size options up to 5XL and up to 3XL Tall.

Leading edge 2-way and 4-way stretch technology for uncompromising fit and comfort.

High-tech insulation traps air to keep the body warm.

Designed to keep wind from penetrating.

2.0 TECHNOLOGY ICONSStorm Creek technology icons represent the features of various apparel styles. More than one icon often applies to any given product. The icons can appear as they do below, or reversed in white on a dark background.

TRADEMARKED ICONSThe icons below are trademarked Storm Creek technologies. Whenever these technologies appear in icon format (below) or written out as text, they should include the ™ symbol.

UNTRADEMARKED ICONSThese icons do not need to appear with the trademark symbol. They are used to represent product features.



3.0 BRAND COLOR USAGE

PRIMARY COLORSThe Storm Creek Brand Thrives on its bold color palette. The primary colors, Deep Blue – almost black, Burnt Orange, and Medium Blue, are to be widely used. The orange is meant to not to overshadow, but for a small pop of color.

SECONDARY COLORSThe secondary colors are to be used minimally as accents or if another offset color is needed. Cool Gray can be more widely used in place of black.

PANTONE 634 CRGB: 0, 93, 131HEX: #005D83CMYK 100, 13, 10, 41

PANTONE 539 CRGB: 0, 38, 58HEX: #00263ACMYK 100, 65, 22, 80

PANTONE 7579 CRGB: 220, 88, 42HEX: #DC582ACMYK 0, 74, 100, 0

PMS 7752 RGB: 207, 176, 35HEX: #CFB023CMYK: 2, 13, 88, 14

PMS COOL GRAY 11RGB: 83, 86, 90HEX: #53565ACMYK: 44, 34, 22, 77

PMS 555RGB: 86, 126, 106HEX: #567E6ACMYK: 72, 19, 74, 18

PMS 542RGB: 123, 175, 212HEX: #7BAFD4CMYK: 60, 19, 1, 4



4.0 TYPOGRAPHYThis font grouping gives the brand flexibility when working across print and web applications. The different weights/textures provide a variety of styles.

DIN CONDENSEDBOLDabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSKUVWXYZ

123456789

Condensed Lightabcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMOPQRSTUVWXYZ123456789

GOTHAMBoldAbcdefghijklmnopqrstuvwzyz ABCDEFGHIJKLMNOPQRSKUVWXYZ

123456789

LightAbcdefghijklmnopqrstuvwzyz ABCDEFGHIJKLMNOPQRSKUVWXYZ123456789

Thirsty Roughabcdefghijklmnopqrstuvwxyz | A B C D E F G H I J K L M N O P Q R S T U V W X Y Z | 123456789



LARGE TITLE 100%Large Title, Din Condensed | Light (50)

LARGE HEADING 50%Large Heading, Din Condensed | Regular (25)

Subhead 28%Subhead, Din Condensed | Bold (14)

This is a Longer Subhead, short Subheads can be in bold weight. 28%Long Subhead, Din Condensed | Light (14)

This is where we can have some fun. Can be used as a long or short subhead, or as a tagline. 22%Secondary Subhead, Thirsty Rough | Regular (12)

THIS IS A SECTION HEADING 16%Section Heading, Gotham | Bold | All Caps (8)

This is body text stacked atop at the correct heading height. 16%Body Copy, Gotham | Light (8)

This is larger body copy for specialty documents. 20%Large Body Copy, Gotham | Light (10)

This is body text stacked atop at the correct heading height. 16%Condensed Body/Callout CopyDin Condensed | Light (8)

*Terms and conditions apply. Blackout dates apply. Coupon must be presented at time of redemption. 12%

Legal Language, Gotham | Light (6)

Display Title 100%Large Heading, Din Condensed | Regular (25)

LARGE HEADING 50%Large Heading, Din Condensed | Regular (25)

LARGE TITLE 100% Large Title, Din Condensed | Light (50)

Display Heading 50%Display Heading, Thirsty Rough | Regular (20)

4.1 FONT APPLICATION

ALTERNATECOPY STYLINGThe main goal when typesetting is to convey your message in a clean, legible and easy to read way. Body copy is left aligned. The exception is when the media is thin dimension and then centered copy is appropriate



5.0 IMAGE STYLING & FORMATOverall imaging, when appropriate, should be grouped into various-sized grid arrangements, with no white outlines, photo corner effects, or drop shadows. The general style/feeling is relatable, genuine, happy, celebratory/shows accomplishment, is a bit unexpected, and overall makes you want to be there.



5.1 PHOTOGRAPHYStorm Creek lifestyle photos should:

• Show group shots

• Show activity

• Feature outdoor lifestyle

• Show people from different angles (back, not straight on)

• Be candid

• Feature product indirectly

5.2 LAYDOWNSGarment laydown photography should:

• Be playful

• Have a bright white background

• Include tech peek inside garments, when possible

• Have folded back

• Be fluid, not rigid



6.0 TEXTURES & BACKGROUNDSOur signature brand textures for use in backgrounds or as graphical elements include running water over rocks, lightening strike over a river, smooth bark, dark slate, light burlap, and light gray/offwhite fleece.

7.0 SIGNATURE PATTERNThe brand signature pattern is a geometric grid that can be used as an overly on images or as a background layer. This should be used sparingly and only in cases in which our tech features are mentioned, i.e. on individual garment hangtags, fabric and tech pages, or with tech icons.



8.0 MOOD BOARDThe mood board visually summarizes the contents of Storm Creek’s brand guidelines.



Storm Creek’s copyright and trademarks are valuable assets. In following these guidelines, you help us protect our valuable trademark rights and strengthen our corporate and brand identities. By using a Storm Creek trademark, in whole or in part, you are acknowledging

that TK Trading Co, DBA Storm Creek is the sole owner of the trademark(s) and promising that you will not interfere with the company’s rights. If you have any questions, please write us at

[email protected].

For information on taglines and brand messaging, please refer to the Storm Creek Communications Standards Guide.

BRAND AT A GLANCE - Storm Creek · 1.0 Logo3 1.1Clearance Zone 4 1.2 Logo Sizing 1.3 Trademarks 1.4...

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