A Comprehensive Guide to the KURB Logo & Identity

Created and Designed by Brady Carpenter

A Comprehensive Guide to the KURB Logo & Identity

Creaded & Designed by Brady Carpenter

All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usage without written consent is prohibited. 2011/ KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER

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HELLO

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CONTENTS

Where would you like to go?

CULTURE KURB IS

PHILOSOPHY

IMAGERY

COLOUR KURB RED

GRADIENT

GREYS

TYPOGRAPHY DAYS FONT

WHY DAYS

CALIBRI FONT

HEADINGS & COPY

LOGO PRELIMS

SPECS

VARIATIONS

INCORRECT

PARTS PARTS

ONLINE

WEB SITE WEB SITE

MERCH

CONTACT

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13 13

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27 24

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34 34

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CULTURE

KURB is

KURB is a progressive & detailed web-based guide to all components of the three

types of extreme biking; mountain, bmx & trials.

This guide will showcase how you can tailor a bike’s feel with diverse component range to create your

perfect riding style.

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CULTURE

PHILOSOPHY

KURB is geared towards the youth generation between the ages of 10 & 24. This

demographic of almost exclusively male consumers make up the bulk of extreme

sports market.

This Gen is typically ENERGETIC, EXCITABLE, STRONG, MOTIVATED, DANGEROUS, PROGRESSIVE,

FUN, & over all ACTIVE.

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CULTURE

IMAGERY

The KURB Brand is clean & bold so it is important when choosing images to

make sure that they convey the personality of the brand.

These are some examples which convey the brand image.

IMAGERY

v

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v

14

vv

v

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COLOUR

KURB RED

Red is the most suggestively powerful colour. It is the symbol for love, passion,

danger & energy.

While being the most visible colour red is also the most emotionally intense colour evoking many

powerful feelings.

C 15

M 100

Y 100

K 0

R 210

G 35

B 42

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COLOUR

KURB DARK

C 15

M 100

Y 100

K 15

KURB DARK

C 100

M 100

Y 100

K 100

KURB LIGHT

C 0

M 100

Y 100

K 15

KURB LIGHT

C 0

M 0

Y 0

K 85

KURB BLACK GRADIENT

KURB GRADIENT

These two gradients are built to be used in full colour applications in a very

careful way. The reds are chosen to be substitutable in the case of an issue with

background values with colours or greys.

The grey gradient can be used in a B&W or Colour Application.

KURB RED GRADIENT

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COLOUR

KURB BLACK

C 0

M 0

Y 0

K 100

KURB LIGHT GREY

C 0

M 0

Y 0

K 50

KURB DARK GREY

C 0

M 0

Y 0

K 85

KURB WHITE

C 0

M 0

Y 0

K 0

KURB GREYS

As well as black & white there are 2 values of grey (85% - Dark Grey & 50% - Light

Grey) that can be used when the background’s value is different.

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CONTENTS

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TYPOGRAPHY

DAYS TYPEFACE

Days is a great free based typeface found on Behance. It’s a real treasure for headlines.

It’s clean, rounded, modern & is full of character. Although there is a strong geometric

feel it is very friendly & sturdy. These are perfect characteristics for the KURB Brand’s

logo & identity.

Days typeface is a display font meant for use in large sizes & works effectively in capitalized letters. It was

designed by Aleksey Maslov, Ivan Gladkikh, Alexandr Kalachë.

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TYPOGRAPHY

WHY DAYS ?

Days is the perfect typeface for KURB. The wonderful

rounded corners of the strongly built characters

showcase an elegant yet bold feel. The slight slant

in such letters as the A & K suggest an energy,

movement & flow strength that goes hand in hand

with extreme biking.

ABC DEF GHI JKL MNO PQR STU VWX YZabc def ghi jkl mno pqr stu vwx yz

123 456 789 0!@# $%^ &*() ?

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CALIBRI TYPEFACECalibri is a humanist sans-serif typeface family under the Microsoft ClearType Font

Collection. Calibri was designed by Lucas de Groot. This is a perfect clean, geometric,

yet rounded, type for Secondary font applications within the KURB identity & web.

Calibri has four faces in the family; REGULAR, ITALIC, BOLD & BOLD ITALIC

CALIBRI TYPEFACERegular

Italic

Bold

Bold Italic

TYPOGRAPHY

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HEADINGS & COPY

HEADING

Heading should always be DAYS CAPS in black. Although if the

background value is not cooperative then the 85% or 50% grey

values or white will substitute. Calibri Sub Heads & Body Copy

should be set in 85% Grey when ever possible but the same rules

apply to the Sub-Headings & Body Copy as the Heading.

Sub Heading/ Important body copy.

“A Comprehensive Guide for the KNOW YOUR BIKE

Logo & Identity.”

More detail body copy. “A Comprehensive Guide for the KNOW

YOUR BIKE Logo & Identity.”

Days Caps 14 pt

Calibri Regular 12 pt

Calibri Regular 10 pt

TYPOGRAPHY

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HELLO

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CONTENTS

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PRELIMS

KURBknow your bike

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PRELIMS

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PRELIMS

KURB

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LOGO

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LOGO

LOGO SPECS

The full logo is scaled based on the white circle in the icon. Each character is

the same width as the diameter of the circle. On the Horizontal line the spacing

around the circle to the outer edges is .25 units wide as well as the space between

the icon & wordmark. The letters are kerned to optical perfection using the left

over .25 unit. The same applies to the vertical nature of the three circles & the

remaining space of the icon.

1 Unit

3 Units 4.25 Units

8 Units

1 Unit

1 Unit

4 Units

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LOGO

ICON SPECS

The icon is based on a link of a bike chain. This chain link is the perfect representation of bikes because it is

of its perfect form. It is a very curvilinear yet strong form in itself. Since KURB is about understanding all the

components of bikes & being able to link them together to build your perfect ride then the physical job of

the bike chain link is a perfect comparison. The placement of the three links are important as well because

they symbolise the 3 types of extreme bikes and the unity of having a perfect bike.

This is the reformed verson of the linking chain. This is an exact likeness of bike chain links.

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LOGO

LOGO VARIATIONS

The full colour versions can be used on many different backgrounds. The variations

are to be used when full colour cannot be used, where the background is too busy

or when the logo would become lost.

Full Colour on White

Full Colour on Grey One Colour - White Grey on White

Full Colour on Black White on Black Grey on Black

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LOGO

INCORRECT USAGE

Much thought and effort has been put into the KURB Identity and it would be a

shame to wreck it. The logo, icon or wordmark should not be stretched, compressed,

rotated independently, skewed, discoloured or distorted in any way.

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PRINTS

Print Documents

The main print documents will be in the form of posters, banners and flyers. Some

documents might need to be put in production like invoices or letters. The posters

will need to showcase action shots of either mountain, BMX or trials bike riders. The

KURB Logo should always be in the frame of the photo in some scale.

Etiam volutpat risus quis arcu laoreet porttitor. Vestibulum tempor ipsum ac orci

porta tincidunt. Fusce tempus, elit eu suscipit faucibus, justo libero dapibus lorem,

non malesuada velit erat ut augue. Cras ut nulla sed arcu tristique ullamcorper. Nam

sodales tortor eu velit euismod luctus. Etiam fringilla erat quis ipsum consequat

malesuada. Sed volutpat ultricies lacus, eu accumsan purus malesuada sit amet. Ut

varius scelerisque placerat. Proin convallis facilisis iaculis. Nulla vitae fringilla tortor.

Suspendisse potenti. Proin luctus laoreet dui, posuere tempus neque.

Phasellus sapien justo, imperdiet vel vehicula tempor, ornare nec neque.

Maecenas at elit nec tortor tristique euismod. Integer condimentum nisl ut metus

suscipit eleifend. Ut lectus massa, adipiscing eget blandit nec, ultrices a nisi. Sed

gravida tincidunt massa, nec laoreet quam eleifend et.

Brady Carpenter PO BOX 133 Parry Sound, On

PHONE 555-555-555 EMAIL someboby@email.com www.kurb.com

Tuesday, November 16/ 2011

To whom it may concern,

Sincerely,

Thank you.

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All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter. Their usagewithout written consent is prohibited. copyright©bradycarpenter 2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER

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PRINTS

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PRINTS

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PRINTS

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PRINTS

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PRINTS

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BIKE PARTS

All of the bike parts that are used with mountain bikes, trials bikes and BMX bikes are illustrated using simple consistant strokes. They are labelled with the specific name of the each component of the part itself. The labels are to be set in Days typeface and linked with red strokes. The strokes should have 90o bends with a radius of 0.125 in and ended by a .25 in radius dot.

PARTS

PEDAL THREAD

ARM

BB THREAD

FREEWHEELTHREAD

Bend

Dot

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WEBSITE

This will be displayed on the website and most applications as a white graphic on a black background with the

type in 80% grey.

ONLINE

PEDAL THREAD

ARM

BB THREAD

FREEWHEELTHREAD

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WEBSITE

The web presence will be introduced by the story and background of KURB through intro pages but will mainly consist of a single page design.

WEB SITE

TRIALS

BMX

MTB

bash guard bash ringbottom bracketchaincogcranksforks framefree wheelhandle barshydrolic rim brakeshydrolic disk brakesheadsetpedalsstemV-brakes

NOODLE

CLAMP

ARM

PAD

PIVOT NUT

The pedal is what the rider pushes with his or her foot to propel the bicycle. It

bearings with respect to the spindle.

Sizes - depend on the thread size of the pedal spindle and the crank arm thread hole. Most are universal.Tips

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MERCH

The KURB logo, icon or wordmark can be used on their own for merchandising purposes.

MERCH

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TAKE CARE

If you ever hit a block just refer back to this guide. Its quite simple and we hope you have fun with your designs. Be creative and use our flexible logo for your ideas.

If you want more information you can contact Brady Carpenter at:carpenter.brady@gmail.com

Thanks for taking the time to explore KURB.

LAST WORDS

All Intellectual Property (concepts, designs & text) contained in this document on the KURB Brand are the property of Brady Carpenter.

Their usage without written consent is prohibited.

copyright©bradycarpenter

2011 KNOW YOUR BIKE / KURB Designed by BRADY CARPENTER

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