Momsen Bikes Headbadge Port Elizabeth, South Africa.

official communications guidelinesforged in the untamed.

momsen Bikes

Our identity is not just a logo. It is a design scheme composed of a number of core elements (imagery and graphic treatments) that come together to create a distinctive look and feel that makes the

Momsen Bikes brand instantly recognizable. This book will guide you through the core elements, assisting you in designing and producing compelling communications.

our communication style

• Logo • Fonts • Picture Style• Frequently Asked Questions

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2016 VIPA XT, Port Elizabeth, South Africa.

Momsen Bikes Brand Guidelines

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The Momsen Bikes logo is a modern insignia that showcases our namesake in a clean and simple format. With a design style that compliments our icon and an angled slant to match, each graphic segment from icon, to name, to strapline is married together to form one bold logo. Unless absolutely necessary, the logo should never be depicted without the accompanying icon.

our logo full color and one color

- FULL COLOR:The preferred Momsen Bikes logo is the full color version combining the specified colors listed to the right. Different media and printing specifications require different interpretations of the logotype colors. The pantone, 4-color, and websafe RGB equivalents are listed beneath each color on page 28.

ONE COLOR:When the occasion calls for a vector flat version, the left option may be used in only our primary and support palatte colors only. This version is ideal for screen printing or embroidery.

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Our tagline, “Forged in the Untamed” (Local) and “Forged in Untamed South Africa” (International), is a phrase that accompanies our brand name to quickly translate our positioning and brand identity statements into a single line that means something to consumers. Our tagline is meant to provide consumers with an indication of our brand and its market position in just a few memorable words.

The icons surrounding our monogram symbolize the treacherous terrain our bikes defy each time they conquer a new trail, while the forward slant of our “m” conveys our product’s constant state of forward motion and ability to remain agile on the most inclement of terrain.

our tagline

our icon

local vs. gloBal

- While the look and feel of our brand will not change per market, remember to utilize the appropriate tagline when applying it to Momsen Bikes graphics. If the collateral is intended for a South African market, use “Forged in the Untamed” so as not to be redundant, while if the collateral is intended for an international market, use “Forged in the Untamed South Africa” to further explain our brand position to those unfamiliar with our heritage.

one color and B&W color

- ONE COLOR:When the occasion calls for a vector flat version, the above option may be used. This version is ideal for screen printing or embroidery.

B&W:When the occasion calls for black and white application, such as a newspaper ad or faxable stationery, the option above may be used.

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tagline Placement

-Top Left: Unless necessary please keep approved tagline in upper left corner of all media.

Minimum Size: In order to maintain proper legibility, when showing the tagline please adhere to the minimum size requirements of 148 x 82px.

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clear sPace

- LOGO:To ensure legibility and recognition, and to prevent any obstruction of the logo mark, a protected area is preserved around the logo. This clearance area should be no less than half the height of the “BIKES” as indicated in the diagram to the left.

ICON:This clearance area should be no less than the height of the triangle as indicated in the diagram the the left.

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Primary fontmontserratm o n t s e r r a t

Bold

Regular

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 Za 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

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

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

tyPe eXamPlesmontserrat0 1 2 3 4 5 6 7 8 9 0

Special Characters

Figures

! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘

« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

fonts

Type is important because it helps convey the mood and personality of the brand. The typography chosen for Momsen Bikes is based on the characteristics of the brand and its audience.

Each font is sans serif to transmit a more modern image; reflective of our commitment to innovate products that have conquered more than the competition’s.

the corPorate fonts and tyPograPhy

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Primary font

SOURCE SaNS PRO SOURCE SaNS PROBold

Regular

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 Za 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

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 Za 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

tyPe eXamPles

SOURSE SaNS PRO 0 1 2 3 4 5 6 7 8 9 0Special Characters

Figures

! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

font hierarchy

Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are

displayed with the most impact so users can scan text for key information. Typographic hierarchy also creates contrast between elements. There are a variety of ways you can depict a sense of hierarchy. To the right are some of the most common techniques for Momsen Bike’s layouts.

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conteXt teXtand inner headlines

headlines and tyPoBreaks

Caption Text

Copy Text

Headlines Copytext

Sublines Sections

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Source Sans Pro Regular

6 pt Type / 9 pt Leading

Momsen Bikes- Source Sans Pro Regular 8 pt Type / 11 pt Leading

MOMSEN BIKES- Montserrat Regular - Capital Letters 10pt Type / 10pt Leading

momsen Bikes- Montserrat Bold - Capital Letters 16pt Type / 16pt Leading

momsen Bikes- Montserrat Bold - Capital Letters 34pt Type / 30 pt Leading

momsen Bikes- Montserrat Bold - Capital Letters 48pt Type / 48 pt Leading

Big Headlines and Title

Sequencer and Title for Marketing

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Primary colorsouth african yelloW

-

color codesCMYK : C000 M030 Y100 K000Pantone : 1235CRGB : R253 G184 B19 Web : #FDB813

Primary colorBlack

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color codesCMYK : C070 M050 Y030 K100Pantone : —RGB : R000 G000 B000 Web : #000000

Primary color Palette-

Explanation: Momsen Bike’s color palette has been specially selected as a reflection of our brand personality and values. Our primary palette consists of South Africa’s very own yellow, accompanied by black for a strong, premium edge. In addition to representing our native country’s colors, yellow is also the most visible of all

color tones color tones100 % 100 %60 % 60 %

the gradient the gradientYellow Gradient Grey Gradient

80 % 80 %40 % 40 %20 % 20 %

the colors, creating a show-stopping effect consistent with our awe-inspiring action photo style. This color is not “owned” by any one cycling company in the industry, giving us ample opportunity to create a new sole association between yellow and Momsen Bikes for our current and future consumers. (Official Pantone Swatch)

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Explanation: Our support palette features complimentary hues of grey and white to balance out the bolder shades of our primary palette. White allows us to maintain a clean and minimalistic look and lends to our fresh new ideas and brand image. Grey is subconsciously connected with modern advancement, convincing

suPPort color Palette-

RGB : R88 G88 B91 Web : #58585B

CMYK : C000 M000 Y000 K080Pantone : —

RGB : R133 G135 B138 Web : #85878A

CMYK : C000 M000 Y000 K057Pantone : —

RGB : R187 G189 B192 Web : #BBBDC0

CMYK : C000 M000 Y000 K030Pantone : —

RGB : R255 G255 B255 Web : #FFFFFF

CMYK : C0 M0 Y0 K0Pantone : —

our consumer to remain open minded and associate Momsen Bikes with cutting edge design.

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Photo style-

action Photo Style: Momsen’s action photo style should speak to the impressive nature of South African land with eye-catching photography that features rough trails, dangerous landscapes, beautiful scenery and even native animals. By featuring expansive shots of the country’s wild terrain we communicate to our

Product Photo Style: While product shots may vary some based on application, these composites should always feature crisp, high contrast images against a clean white background. This allows our product’s aesthetics to

international market the significance of purchasing a bike from a South African brand like ours, while simultaneously reinforcing the pride we have in our country to local consumers.

pop off the page while maintaining the minimalistic look associated with high-end offerings.

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aPPlication-

Samples: The following sample applications demonstrate how the visual elements presented in this logo can work together to create a distinct and memorable presentation for the Momsen Bikes logo. Consider these samples as simply that – samples – to guide creative efforts and streamline development of our marketing.

Under the FAQ you will find the answers to the most common questions asked of the Momsen Bike Branding. If you have any questions that are not answered in the provided, please use the contact info provided.

resource faQs

faQs-

Who should use this guide? This guide is intended for all Momsen Bikes employees and their creative vendors, especially those businesses marketing the organization.

Where can I get electronic artwork of the Momsen Bikes logo? The Momsen Bikes logo and tagline artwork can be emailed to you by Momsen Bikes. Please contact Momsen Bikes at +27 41 372 1418 or www.momsenbikes.com.

Can I use the Momsen Bikes logo without their permission? Yes, although any application of the Momsen Bikes logo should follow the graphic standards set forth in this guide. Momsen Bikes asks you to carefully consider how you intend to use the logo — does it reinforce the organization’s brand position? Consult with Momsen Bikes if you have questions about the appropriateness of your planned logo application.

are there time constraints on using the graphic standards? No. Applying these graphic standards in a consistent manner over time will help develop a recognizable brand for the organization.

Can I use the brand positioning statement as copy in my marketing materials? Using the brand positioning statement copy (or portion thereof) is not recommended. The statement was written for an internal audience of the Momsen Bikes organization members and marketers.

Where can I get the photography and other elements used in the brand standards guide? Some items in this guide can be provided by the Momsen Bikes organization. Others might require purchase from a third party. Contact the Momsen Bikes marketing department for more details.

Who do I contact for more information?If you have questions about this guide or would like to request a copy (printed or PDF versions available), please contact the Momsen Bikes marketing department at +27 41 372 1418 or www.momsenbikes.com

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contact

For further information please contact:

MOMSEN BIKESUnit 4 Aldo Business ParkOld Cape RdGreenbushesPort Elizabeth6390South Africa

E: info@momsenbikes.comP: +27 41 372 1418Fax: 086 608 2702

www.momsenbikes.comFORGEDIN THEUNTAMED

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