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BRAND GUIDELINES
BRAND GUIDELINES
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2. FOREWORD
- OUR MISION AND VALUES
Mission: Bring innovation and technology to urban athletes/people Core Values: Quality, innovation, team work, international - Quality: the brand take pride in everything she do and she make
- Innovation: central to the success of the brand
- Team work: working collaboratively towards common goals
- International: global expansion
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BRAND GUIDELINES
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2. FOREWORD
- OUR BRAND: THE SKATAIR BRAND
Definition of the brand | Introduction: Skatair is created through the partnership of two giant brands, BMW and NIKE, Titans of innovation and technology.
Skatair is more than a brand: is a new urban experience, a new concept of sport.
After years of investigation, Skatair launches its innovative vision of skateboarding: a skate withapropulsionsystemandthecreationofskateparksspecificindoorsfortheuseofthis product.
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BRAND GUIDELINES
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2. FOREWORD
- OUR BRAND: THE SKATAIR BRAND
Brand attributes | Brand personality: Skatair brand speaks for the costumers, for the lovers of the sports, for the energy and urban people.
Ourpersonalitytraitsreflectwhoweareandhowweact,andmakeusstandoutamong other urban sports brands.
We are young, powerful, urban, energetic, inspiring and rebellious. -REBELLIOUS: We went out of the estabilished standards to provide customers with the latest technology
- POWERFUL: we are full of vitality to achieve our goals
- ENERGETIC:wearefullofenergytofightforourmission
- INSPIRING: we break the routine of the sport, we create a new and inspiring concept of the skate
- YOUNG: youthful and fresh character
- URBAN: we are lovers of urban life and sport
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BRAND GUIDELINES
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2. FOREWORD
- WHAT WE STAND FOR
Skatair was founded to increased the excitement to the traditional urban sport of skateboarding, to bring innovation and technology to urban people. With the technological innovations and advances in materials, it was necessary a reinvention of the skateboarding sport. Skatair provided to the lovers of the skate a new experience: the adrenaline to practice their favourite sport in the air.
- IMPORTANCE OF BRAND IDENTITY
A brand identity is important for several reasons:
- Brand identityistheelementwhichidentifiesourcompanyandourproducts.
- Brand identity transmits the personality of the brand.
- A brand affects what your audience, clients and prospects believe about you from a visualperspective.It’sthe“visualfirstimpression”ofthecompany.
- A brand it’s the simplest way to communicate to your customers and audience that trusted experts are enhancing their experience about the skateboarding sport.
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BRAND GUIDELINES
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3. NOMENCLATURE
We are SKATAIR, a company that was born from the idea of applying technology to the sport. Thejustificationforthisnameissimple: - The idea comes from the union of words SKATE and the element in which the object moves: AIR.
- Besides, phonetically SKATEAIR have strong similarities to the name given to the person who practices skateboarding: SKATER. Our brand is synonymous of innovation and effort. We created a new concept of urban sport for the enjoyment of consumers and athletes. We are proud of our brand, so our products and services will be avaliables next year with the same name.
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BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- SYMBOL
The symbol of our brand is a minimalist design which represents a skateboard. This skateboard is not a traditional skate, instead of wheels has propellers.
The symbol is rotated -4.1 degrees.
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- TAGLINE
The tagline has the function of promoting our brand, our products and be known by consumers.
Our claim is: THE UNLIMITED SKATE
It’s a claim that transmit innovation for this new brand: sell a idea of a new skate without limits, a new way to skating.
BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- LOGOTYPE
The SKATAIR brand logo is a combination of a symbol (the skate) with the name of the brand.
The logo is the cornerstone of our visual identity.
In logo form the symbol and the name of the brand should always be spaced and aligned as shown in these guidelines.
To maximize the impact and recognition of ourlogo,acceptableconfigurationsandcolor choices are limited.
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The logo should not be recreated from scratch or altered, as the unique relationships between the logotypeandsymbolaredifficulttomatch.
Thelogomustbereproducedfromquality,high-resolutiondigitalfilesavailableatwww.theunlimitedskatair.com/brandguidelines/logo
BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- CLEAR SPACE AROUND
It’snecessarytodeterminethe“clearspace”aroundthelogo,tomakeitstandout.
The recommended spacing surrounding the logo is the minimum distance that is required between the logo and any other visual element such as text, illustration, photography, borders, etc.
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BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- LOGOTYPE VARIATIONS
The full color version is preferred, followed by the one-color version, and lastly, the black or white version. It is appropriate to use the monochrome version only when size degradation and print resolution are factors – such as a small logo on a fax form.
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BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- LOGOTYPE AND TAGLINE
A tag line is a catchy and memorable phrase associated with a product, campaign or business. A tag line should reinforce the overall brand personality and positioning statement: THE UNLIMITED SKATE ® “Theunlimitedskate”isthetaglinefor SKATAIR brand.
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This claim reinforces our mission: applying technology to the sport and eliminate the traditional limits, to bring innovation and technology to urban people. The tag line may accompany the logo.
The trademark symbol must accompany the tag line when it is used without the logo.
BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- LOGOTYPE AND SYMBOL
The version with de symbol is preferred.
It is appropriate to use the without symbol version only when size degradation and print resolution are factors – such as a small logo on a fax form.
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BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- LOGOTYPE SIZES
The logo must be sized proportionally and as a group (skateboard and brand name). When reproducing the logo, the minimum sizes for the logo are as follows:
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BRAND GUIDELINES
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4. BRAND IDENTITY ELEMENTS
- INCORRECT USAGE OF ELEMENTS
To preserve the integrity of the Skatair brand, care must be taken to ensure correct and consistent use in every application. Altering, distorting or redrawing the Skatair logo in any way weakens the power of the brand and what it represents. Examples: -Do not reposition logo components. -Do not change the degrees
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BRAND GUIDELINES
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5. COLOR
- BRAND COLOR SYSTEM
The SKATAIR logo colors are composed by neutral colors and a secundary color.
The brand name is written in black color letters, except for the letter T, which is in blue colour for a greater visual impact. Highlights this letter about the others since the peculiar form of this letter reminds us of a skateparkwallrides.Withthisletterwegetgreateridentificationofthelogowiththeworldof urban sports The meaning of the colors transmits our personality and values: - Blue: cleanliness, strength, dependability, coolness - Black: power, strength, elegance, formality, rebellion, and sophistication.
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BRAND GUIDELINES
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5. COLOR
- BACKGROUND COLOR SYSTEM
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BRAND GUIDELINES
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5. COLOR
- INCORRECT USE OF COLOR
Is important to not change the colors of the SKATAIR brand, to preserve the integrity of the brand.
Examples: - Do not change the colors of the logo by other shades of the same color, - Do not highlight from other color any letter that is not the letter T - Do not change the colors of the logo by other colors or different
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BRAND GUIDELINES
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6. TYPOGRAPHY
Typography is a basic element in the brand identity
- TYPEFACE FAMILY
The fonts used for the logo and the tagline are san-serif.
The san-serif fonts transmit modernity, joy and safety.
Theyhavefinestrokesandareappropriateforlargeletterstobeseenfromadistanceand suitable for viewing on a computer screen :
- The Coolvética font is used within the Skatair logo. - For the tagline of Skatair is used the Bebas font.
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BRAND GUIDELINES
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6. TYPOGRAPHY
- SUPPORTING TYPEFACES
For the publications, brochures, direct mail, correspondence, presentations, etc. is used the Arial typeface.
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BRAND GUIDELINES
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6. TYPOGRAPHY
- INCORRECT USAGE OF ELEMENTS
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BRAND GUIDELINES
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8. BUSINESS PAPERS
- CORPORATE LETTERHEAD
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BRAND GUIDELINES
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8. BUSINESS PAPERS
- SECOND SHEET
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8. BUSINESS PAPERS
- ENVELOPE
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BRAND GUIDELINES
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8. BUSINESS PAPERS
- BUSINESS CARDS
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BRAND GUIDELINES
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9. DIGITAL MEDIA
- WEBSITE
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BRAND GUIDELINES
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11. SOCIAL NETWORKS
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BRAND GUIDELINES
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11. SOCIAL NETWORKS
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BRAND GUIDELINES
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16. PRODUCT
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BRAND GUIDELINES
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17. UNIFORMS
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