branding guidelines - Weatherskin€¦ · Jeff Bezos This is the Weatherskin brand booklet which...

branding guidelinesA GUIDE TO A COMPREHENSIVE VISUAL SYSTEM

SECTION 01

SECTION 05

SECTION 03

SECTION 07

SECTION 02

SECTION 06

SECTION 04

INTRODUCTION 03 - 07

09 - 17

19 - 23

25 - 31

33 - 35

37 - 43

45 - 47

CONTENTS

GRAPHIC ELEMENTS

TYPOGRAPHY

GLOSSARY

LOGOS

LABELS & MEDIA

COLOUR

“A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.”

Jeff Bezos

This is the Weatherskin brand booklet which includes all branding standards and guidelines needed to create any marketing and communications materials. This will help in producing media with a high degree of creative flexibility while ensuring a consistent look and feel.

Consistency is paramount to the success of our identity system. Effective and consistent use of our logo mark and supporting elements builds brand equity and resonance with our audience. All guidelines within this book must be strictly adhered to unless provided with an explicit written exception by the Weatherskin marketing department.

SECTION 01

INTRODUCTION

SECTION 01INTRODUCTION


WEATHERSKINBRAND GUIDELINE POLICY


4 5

OUR STORY

We manufacture top of the line, eco-smart coatings. Our high performance product lines are protecting investments in a multitude of industries the world over. Rigorously tested in both lab and real world conditions, our coatings can stand up to any challenge thrown their way. We are disruptors, raising the bar on the industry standard for our product lines, and working just as hard developing relationships with our affiliates and corporations throughout North America.

One of the biggest problems facing industries like construction is something that we have no control over – the weather. Temperature fluctuations and large weather events can do irreparable damage to our client’s investments. Every molecule of our coatings are designed to stand up to anything mother nature can dish out and more. Weatherskin is the new industry standard of maximum quality coatings with minimal environmental impact.

We all have to live on our planet, so we are committed to taking care of it. Since the beginning, we have been driven by the need to create rough and tumble product lines that are easy on the environment. We practice green application, our coatings are free of petroleum products which keep our air free of harmful irritants. Our products are safe for our family, pets and the world we live in.

OUR BRAND IDENTITY

Our brand identity is a reflection of our core beliefs and values as a company.

Our brand identity is determined through the use of our logo, type-face and company colors. These guidelines are intended to help us cultivate our reputation and develop strong brand recognition worldwide. Through a consistent branding cam-paign, we aim to project a strong, unified, and professional image to our audience. By following this

guideline, we can ensure that all forms of company communications are consistent across the globe, therefore increasing our brand awareness and developing stronger relationships with our current and future clientele.

A complete alignment of

how our BRAND/product

is perceived

Weather Protection

UV Protection

Water Proofing

Knowledge

Maximum Durability

Practicality

Honest/Transparent

Reliability

Eco-friendly

Rigorous Testing

Our Coatings

Why Go Green

What We Do





6 7

EXEMPTIONS

In some cases, there may be company related entities that are not required to adhere to full specifications listed within this document. To be granted a conditional excemption of these guidelines, be that color scheme, typography, or any other elemental aspects of the branding guide, please contact us below.

To request an exception, Please contact the Marketing Department by email at [email protected]

LEGAL REQUIREMENTS

All material in this document is registered ® to Weatherskin. This material includes but is not limited to printed and/or electronic text and images.

All material in this document is registered ® to Weatherskin. This material includes but is not limited to printed and/or electronic text and images. All registration privileges and other rights implied or explicit are reserved.

Any publication that has been paid for must by law include the following statement:

This printing material has been prepared by Weatherskin

All rights reserved by Weatherskin

This publication is distributed by Weatherskin

All trademarks in this publication are copyrighted to Weatherskin

Written permission from a duly appointed officer of Weatherskin is required for any use or publication, public or private, of any material registered to Weatherskin.

Written permission from a duly appointed officer of Weatherskin is required for any use or publication, public or private, of any material registered to Weatherskin. There is no implied consent for any use, publication, republication or transmission of registered material.

Identity UsageStatement

ConfidentialityStatement

PublicationStatement

“BRANDING IS WHAT PEOPLE SAY ABOUT YOU WHEN YOU’RE NOT IN THE ROOM.”

JEFF BEZOS

SECTION 02

LOGOS

SECTION 02LOGOS

SECTION 02LOGOS



1110

THE BACKGROUND

While building custom homes, three friends saw a flaw in the process.

The idea was simple. There was a serious flaw in the outdated thinking surrounding coatings and waterproofing; one which we could eliminate by creating a superior, environmentally friendly water-proof membrane. One that could be textured, coloured, and altered for different appearances, functions, and uses.

After researching the complex nature of smart materials, the partners found the properties of these materials far exceed standard paints, elastomeric paints, and rubber or tar based membranes. The investment they put into the creation of this custom Membrane paid off.

In a matter of months after the launch of WeatherSkin’s foundation coating, the business evolved into two separate branches. WeatherSkin Calgary, which focuses on maintaining it’s commitment to provide the best products and service on the market.

The second is the WeatherSkin corporation, where the founders and their growing team are continuously searching for new and exciting advancements and opportunities to grow the Weatherskin product line and convert happy clients across North America.

The Weatherskin brand position expresses and reflects our core values and dedication to our clients. All of our communications and actions must support our brand positioning.

Our StoryOur Positioning

Brand Look and Feel

The brand identity is the essence of our company ideals and culture. It is a complete alignment of what clients will see, hear, read, experience and associate with our company.

These guidelines outline the elements which make up the brand. This document includes all rules needed to create both on and off air communications. This helps in producing exciting designs with a high degree of creative flexibility.

VISUAL IMPLEMEN-TATIONCOLOR TYPOGRAPHY

1 . Primary Logo 2 . Secondary Logo 5. Secondary Logo - Inverted

SECTION 02LOGOS

SECTION 02LOGOS



1312

PRIMARY LOGO

THE LOGO

THE WEATHERSKIN CORPORATE LOGO IS COMPRISED OF TWO ELEMENTS, THE LOGO SYMBOL AND THE LOGO TYPE.

IT'S PRESENTED THROUGH THE USE OF COLOR AS WELL AS SHAPE AND FORM.

CLEAR SPACE

The clear space around the logo is used to maximize the visual effectiveness. Nothing should intrude into this specified space.

The radius of the clear space for the primary logo must equal the size of the lowercase letter “id” in the logo. This is then used to measure the space surrounding the mark: above, below and to the side of two parallel lines.

MINIMUM SIZE

In print the logo icon should be no smaller than 0.25” in height. For digital use, the logo icon should be no smaller than 30px high at 72 dpi.

Full ColorThe primary logo in full color is for applications where full color is desired. The mark is available with and without the tagline.

Please note that the background shape is not part of the mark.

PRINT: MINIMUM 0.25” HEIGHT DIGITAL: MINIMUM 30PX HEIGHT

SECTION 02LOGOS

SECTION 02LOGOS



1514

PRIMARY LOGO

Single Color

The primary mark in black or white is for applications where full color is not available or desired. The mark is available with and without the tagline.

Please note that the background shape is not part of the mark.

Tagline

DESCRIPTION POSITION TYPEFACE

A small amount of text which serves to clarify a thought, add visual weight or identify our company. The tagline should we used with the logo

The tagline should always be depicted directly beneath the logo.

The tagline typeface has been chosen for its bold, complimentary style and legibility, further enhanced with uppercase letters.

SECTION 02LOGOS

SECTION 02LOGOS



1716

LOGO FAVICON

Full Color

The logo favicon in full color is for applications where available or desired.

Single Color

The logo favicon in single color is for applications where full color is not available or desired.

Please note that the back-ground shape is not part of the mark.

UNACCEPTABLE LOGO USAGE

1. Do not alter colors

4. Do not rotate the logo

7. Do not blur the logo

10. Do not alter layout

2. Do not alter proportions

5. Do not invade clear space

8. Do not skew the logo

11. Do not crop the logo

3. Do not remove elements

6. Do not add drop shadows

9. Do not alter fonts

12. Do not add elements

Aa

“TYPOGRAPHY IS THE CRAFT OF ENDOWING HUMAN LANGUAGE WITH A DURABLE VISUAL FORM.”

ROBERT BRINGHURST, THE ELEMENTS OF TYPOGRAPHIC STYLE

SECTION 03

TYPOGRAPHY

SECTION 03TYPOGRAPHY




2120

TYPOGRAPHY DESCRIPTION

Keep typography simple. Do not overcrowd layouts and do not use too many type sizes. Use weight to draw emphasis instead.

Typography is the art and technique of arranging type in order to make the language it forms most appealing to transparent learning and recognition. The arrangement of type involves the selection of typefaces, point size, line length, leading (line spacing), adjusting the spaces between groups of let-ters (tracking) and adjusting the space between pairs of letters.

PRIMARY TYPEFACE

BEBaS NEUE

Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

AaTONEConfident, Strong, Approachable, Progressive, Modern





2322

SECONDARY TYPEFACE

Avenir

LIGHT

BOOK



0123456789



0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


AaTONELight, Legible, Modern

Secondary typeface should be used for all body copy and other areas of large text.

ROMANABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


MEDIUM

BLACK





HEAVYABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789



0123456789

TYPOGRAPHY STYLE & HIERARCHY

PAGE HEADER/FOOTERAvenir Book11pt Font / 14pt LeadingBEBAS NEUE 17pt Font / 21pt Leading

HEADLINEBEBAS NEUE130pt Font / 36pt Leading

SUB-HEADINGS & QUOTESBEBAS NEUE35pt Font / 39pt Leading

SECTION TITLESAvenir Black11pt Font / 15pt Leading

BODYAvenir Light10pt Font / 13pt Leading

BULLET POINTSAvenir Black9pt Font / 14pt Leading

WHITE QUOTESAvenir Medium14pt Font / 17pt Leading

NOTESAvenir Medium ALL CAPS7pt Font / 10pt Leading

MAIN SED DIGNISSIM URNA ET Praesent in venenatis

Aliquam id enim vitae urna.Lobortis varius at nec sem. Interdum et malesuada fames.

Aliquam id enim vitae urna.Lobortis varius at nec sem. Interdum et malesuada fames.

PELLENTESQUE ELEIFEND, SEM VEL PHARETRA IMPERDIET, EROS EROS FACILISIS DOLOR, UT CONSECTETUR PURUS NULLA NON IPSUM. ALIQUAM ET CONSECTE-TUR ORCI.

Our brand identity is a reflection of our core beliefs and values as a company.

SECTION 03

TYPOGRAPHY

Pellentesque eleifend, sem vel pharetra imperdiet, eros eros facilisis dolor, ut consectetur purus nulla non ipsum. Aliquam et consectetur orci.

“MERE COLOUR CAN SPEAK TO THE SOUL IN A THOUSAND DIFFERENT WAYS”

OSCAR WILDE

SECTION 04

COLOUR

SECTION 04COLOR

SECTION 04COLOR



MAY 2020VERSION 01

2726

PRIMARY COLOUR PALLETE

Our colour palette is presented in CMYK, RGB and hexadecimal values (web).

Regardless of colour, it is important that all marks and text are legible.

The primary colours are a recognizable part of the brand. Use these colours as the dominant colour palette for all visual presentations of Weatherskin. 44/0/99/0

156/203/60#9ccb3b

60/60/40/1000/0/0#000000

CMYK RGB WEB

CMYK RGB WEB

LIGHT GREEN

BLACK

SECONDARY COLOUR PALLETE

The secondary colours are complementary to the official primary colours, but are not recognizable identifiers for the company.

WHITE

MEDIUMGREY

CHARCOAL

2/100/85/6200/16/46#C8102E

CMYK RGB WEB

32/25/25/0176/176/176#b0b0b0

CMYK RGB WEB

71/65/64/7135/35/35#232323

CMYK RGB WEB

84/42/78/4030/83/61#1e533d

CMYK RGB WEB

DARK GREEN

SECTION 04COLOR

SECTION 04COLOR



MAY 2020VERSION 01

2928

MEMBRANE LABELS COLOUR PALLETE

The primary color scheme for the Membrane labels is green. All separate products are shades of green.

EPOXY LABELS COLOUR PALLETE

The primary color scheme for the Epoxy labels is purple. All separate products are shades of purple.

84/96/0/081/53/148#C8102E

CMYK RGB WEB

67/82/0/0112/77/159#704d9f

CMYK RGB WEB

50/83/0/0143/77/158#8f4d9e

CMYK RGB WEB

40/90/0/0161/62/151#a13e97

CMYK RGB WEB

98/96/2/048/50/147#303293

CMYK RGB WEB

69/31/100/1687/125/56#577d38

CMYK RGB WEB

61/0/31/089/194/175#59c2af

CMYK RGB WEB

37/17/99/0172/181/55#acb537

CMYK RGB WEB

87/42/92/4619/76/43#134c2b

CMYK RGB WEB

44/0/99/0156/203/60#9ccb3c

CMYK RGB WEB

SECTION 04COLOR

SECTION 04COLOR



MAY 2020VERSION 01

3130

MEMBRANE COLOUR PALLETE ECO ROOF COLOUR PALLETE

62/0/21/076/196/206#4cc4ce

CMYK RGB WEB

63/8/0/065/184/234#41b8ea

CMYK RGB WEB

89/71/0/046/90/169#2e5aa9

CMYK RGB WEB

53/100/36/21118/29/90#761d5a

CMYK RGB WEB

31/100/60/23147/26/67#931a43

CMYK RGB WEB

20/100/99/11182/32/37#b62025

CMYK RGB WEB

5/91/95/0226/63/42#e23f2a

CMYK RGB WEB

The primary color scheme for the Eco Roof labels is blue. All separate products are shades of blue.

SECTION 05

GRAPHIC ELEMENTS

“SIMPLICITY IS ABOUT SUBTRACTING THE OBVIOUS AND ADDING THE MEANINGFUL.”

JOHN MAEDA

SECTION 05GRAPHIC ELEMENTS

SECTION 05GRAPHIC ELEMENTS



3534

ICON STYLE

DESCRIPTIONIcons are minimal, simple, and linear based with some solid shape blocking.

COLOUR

Icons are primarily white, but can be black, light green, dark green, or charcoal on light backgrounds

TONE

Clean and abstracted shapes.

STRIPES & LINES

COLOUR

Solid Light Green

Solid Black

Solid White (for dark backgrounds)

BEST USED FOR

Adding detail to an image

or title, dividing text or other

elements, or adding visual

weight to a design.

SECTION 06

LABELS & MEDIA

“DESIGN CAN BE ART. DESIGN CAN BE AESTHETICS. DESIGN IS SO SIMPLE, THAT'S WHY IT IS SO COMPLICATED.”

PAUL RAND

SECTION 06LABELS & MEDIA




3938

Labels

EPOXY LABELS

The primary color scheme for the Epoxy labels is purple. All separate products are shades of purple.

LABELS

DESCRIPTION

The Labels use all previously listen information on color, typography, logo, and graphic elements.

Non-Toxic Non-Flammable Non-Hazardous

WS-M10 All purposeMEMBRANECONCRETE/METALSTUCCO/FOAM/WOODVINYL/GYPSUM/composite

WEATHERSKIN - A high performance, multi-use,

versatile, fire resistant acrylic elastomeric coating.

When applied as directed, WeatherSkin bridges

imperfections, hairline cracks, and provides superior

bonding, durability and long-lasting protection.

WeatherSkin withstands substrate movement,

and accommodates rapid temperature change

without delaminating.

SURFACE PREPARATION - Surface must be

structurally sound. Remove ALL surface contaminants

by power washer including dirt, dust, oil, grease,

and particulates. Rinse free of any detergents.

Allow surface to dry before application.

Smooth Metal

Porous Concrete

3.93 sq.m.

4.91 sq.m.

200 sq.ft.

160 sq.ft.

1 LITRE 1 US GALLON

ECO-SMART ELASTOMERIC COATING

ALL THE BEST QUALITIES OF PAINT

AND WATERPROOF MEMBRANES

5 USG (18.9L)

Shelf Life : 6 months in unopened containers

HEAVY DUTY INDUSTRIAL GRADE COATING

Membrane

Interior/Exterior

MATTE FINISH

APPLICATION - Apply as received. Stir thoroughly

prior to use. Use stir stick to prevent air pockets. Can

be applied by air sprayer, power roller, or standard

roller/brush. Do not apply if temperature is below 5

degrees (C) / 41 degrees (F). Apply a liberal first coat

to ensure adequate sealing and penetration.

Back-roll to ensure a uniform finish.

SAFETY - Use only with proper ventilation. Do not

breathe vapors. Avoid contact eyes. Use protective gloves

and eye wear when applying. A particulate respirator

approved by NIOSH should be worn when spraying.

Properly close container after each use. Refer to SDS for all

other information including Warranty.

UV STABLE

APPROX. SPREAD RATIO

ENCAPSULATE

MOLD/MILDEW RESISTANT

DOES damn near

EVERYTHING.

Non-Toxic Non-Flammable Non-Hazardous

DOES damn near

EVERYTHING.

WS-M4METAL ROOFmembraneFOR USE ON ALL METAL ROOFS

WEATHERSKIN - A high performance, multi-use,

versatile, fire resistant acrylic elastomeric coating.

When applied as directed, WeatherSkin bridges

imperfections, hairline cracks, and provides superior

bonding, durability and long-lasting protection.

WeatherSkin withstands substrate movement,

and accommodates rapid temperature change

without delaminating.

SURFACE PREPARATION - Surface must be

structurally sound. Remove ALL surface contaminants

by power washer including dirt, dust, oil, grease,

and particulates. Rinse free of any detergents.

Allow surface to dry before application.

Smooth Metal

Porous Concrete

3.93 sq.m.

4.91 sq.m.

200 sq.ft.

160 sq.ft.

1 LITRE 1 US GALLON

ECO-SMART ELASTOMERIC COATING

ALL THE BEST QUALITIES OF PAINT

AND WATERPROOF MEMBRANES

5 USG (18.9L)

Shelf Life : 6 months in unopened containers

HEAVY DUTY INDUSTRIAL GRADE COATING

Membrane

Exterior

MATTE FINISH

APPLICATION - Apply as received. Stir thoroughly

prior to use. Use stir stick to prevent air pockets. Can

be applied by air sprayer, power roller, or standard

roller/brush. Do not apply if temperature is below 5

degrees (C) / 41 degrees (F). Apply a liberal first coat

to ensure adequate sealing and penetration.

Back-roll to ensure a uniform finish.

SAFETY - Use only with proper ventilation. Do not

breathe vapors. Avoid contact eyes. Use protective gloves

and eye wear when applying. A particulate respirator

approved by NIOSH should be worn when spraying.

Properly close container after each use. Refer to SDS for all

other information including Warranty.

UV STABLE

APPROX. SPREAD RATIO

ENCAPSULATE

MOLD/MILDEW RESISTANT

COLOR

The dominant color of each label changes by product. Each group of products has an underlying color scheme.

MEMBRANE LABELS

The primary color scheme for the Membrane labels is green. All separate products are shades of green.





4140

MERCHANDISING

WHERE TO PRINT?

Most promotional items are available to order through online or local print services.

ITEMS

Promotional items depend on the purpose of the merchandising campaign. Some options include bags, memory sticks/USB’s, computer accessories, golf products, clothing (corporate and otherwise), pens, mugs, keyrings, umbrellas, hats, clocks, stationary, stress toys, etc.

DESCRIPTION

The objective of brand merchandising is to promote and represent our brand by placing it on any materials for corporate or consumer use. This is used as a form of general awareness and to generate brand recognition. For small areas it’s important to consider the size, colour, and legibility of the logo.

LABELS

ECO ROOF LABELS

The primary color scheme for the Eco Roof labels is blue. All separate products are shades of blue.





4342

PRINT

GRAPHIC ELEMENTS

When desired, use our stripe elements to highlight the logo in a design.

COMMON REQUIREMENTS

All printed material should be converted to CMYK colour mode.

Images should have a minimum resolution of 300 dpi and our logo should be used in vector format.

DESCRIPTION

Print media is a form of marketing communication used to educate or persuade an audience to take or continue to take action. Most commonly, the desired result is to drive consumer behaviour with respect to a commercial offering. For proper placement of the logo in any print advertisement, keep in mind the clear space of the logo as specified on page 13 of this document.

SECTION 08

GLOSSARY

“A SYNONYM IS A WORD YOU USE WHEN YOU CAN'T SPELL THE OTHER ONE.”

BALTASAR GRACIÁN

SECTION 08GLOSSARY

SECTION 08GLOSSARY



4746

R - U V - Z

TaglineA tagline is a slogan designed to reinforce an audience’s memory of a product, organization, or service. It is typically used in mar-keting materials and advertising.

TrademarkA trademark is any name, sym-bol, figure, letter, word, or logo adopted and used by a company or organization to distinguish the products or services it pro-vides from products or services provided by other companies or organizations.

Wireframe A rough layout of a website before design begins.

WYSIWYGWhat You See Is What You Get (WYSIWYG) – de-scribes a system in which the content being edited appears very similar to the final product. TMS uses WYSIWYG (pronounced ‘wizziwig’) editing.

XML An advanced markup lan-guage giving better control than HTML over format for structured information on web pages. Has been adopted as a standard by many applications and for information exchange.

Value Proposition A set of benefits, includ-ing functional, emotional, and self- expressive benefits.

TypefaceThe design of a set of characters, such as Helvetica or Times Ro-man; frequently referred to incor-rectly as a “font.” The typeface is the unified design of the individ-ual characters and the font is the variation of the typeface, such as roman, italic, bold, etc.).

Vector ImageLine art graphic/illustration that can be enlarged or re-duced to any size and maintain resolution.

SignatureThe defined visual relation-ship between logotype and a symbol.

URL The actual web address of a specific web page.

VisionThe story a leader tells about where the organization is going; the aspirations of a company that drive future growth.

Deviations from this standard must

be approved Please Contact:

[email protected]

A - E F - J L - Q

BrandAn emotional feeling, percep-tion, or expectation associated with an organization, company, product, or service. view Wikipe-dia.com

GlossaryA list of terms used in this manual.

HTMLHypertext Markup Language (HTML) communicates the structure of textual data to web browsers, indicating how to dis-play the GUI. Certain text will be tagged as headings, paragraphs, lists, etc. The HTML may also incorporate interactive forms, embedded images, and other objects.

HEX NumberHTML color specification num-ber (starting with a “#” sign) for web pages using Hexadecimal system.

Favicon Tiny image that appears next to URL in web browsers.

LogoA shortened version of logotype, popularly (and incorrectly) used to refer to trademarks.

Brand ManualA document that articulates emotional branding the param-eters of the brand for members of the brand community; a stand-ardized set of brand-building tools.

BrowserThe program that allows you to view webpages, such as .html files. Examples include: Safari, IE, Google Chrome and Mozilla Firefox.

Mission Statement A concise statement of the purpose or permanent media aspirations of an organization.

MenuThe menu is the navigation system that helps users to move around the different pages and sections of a website.

Emotional Branding Brand-building efforts that aim at customers’ feelings through sensory experiences.

BrandingThe assignment of a brand to a product.

Identity Central sustainable elements of a brand identity, usually the name and trademark.

Logo MarkA graphic mark used without words to identify a company.

Global Brand a product, service, or company that competes globally (often a misnomer, since most brands, by definition, vary from culture to culture).

Look and Feel The sensory experience of a product, environment, or com-munication.

Pixel Unit of measure for web-sites and digital images.

Pantone/PMS (Pantone Matching System) A standardized color palette system used to define brand colors.

CSS (Cascading Style Sheets) is a style sheet language used to apply style properties to items in a HTML document. The .html document links to the .css file, and refers to styles by name so that a group of attributes

PositioningThe process of differentiating a product, service, or company in a customer’s mind to obtain a strategic competitive advantage; the first step in building a brand.

CALGARY, CANADA

640 8 Avenue SW, #300

Calgary, Alberta

Canada T2P 1G7

+1 403 233 2525

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