MAKO - Tracker Marine Group Creative

BRAND IDENTITY
QUICK REFERENCE GUIDE
Intro
Intro
MAKO® Boats has developed this Brand Identity Guide for you—our associates, dealers and
vendors. It is designed to guide you in the proper use of our company trademarks, logos,
typography and colors.
These guidelines must be strictly adhered to in order to strengthen the MAKO® Boats brand
voice. This will help present a fully integrated experience for the MAKO® Boats consumer, as
well as eliminate confusion in evaluating new brand touch points.
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Contents
Contents
Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Brand Target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Logo Preferred Usage . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Alternative Logo Variations . . . . . . . . . . . . . . . . . . . . . .5
Logo Usage Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . .6
Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Copy Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Copy Standards and Mandatories . . . . . . . . . . . . . . . . .9
Grammar and Copy Guidelines . . . . . . . . . . . . . . . . . . 10
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 1
Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Additional Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Contact Info . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
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Brand Essence
Brand Essence
“Over forty years ago, MAKO® began designing and building revolutionary fishing boats
that quickly earned a reputation as the most rugged in the world.”
Today, you’ll see MAKO® Boats built 20, 30 and even 40 years ago in every port where
serious fishermen gather—still fishing. That’s MAKO® durability and it’s still a driving force
in everything we build today.
As fishermen have become more sophisticated and demanding, we have refined designs,
advanced technology, and evolved power systems to meet their needs. Yet one thing
remains unchanged. Whether you’re a current MAKO® owner or are thinking of becoming
one, a MAKO® Boat will always be your best fishing partner.
1
Brand Target
Brand Target
MAKO® Boats aims to provide serious saltwater anglers and their families with the best of
everything in the most rugged package imaginable. We strive to provide boaters with a
smooth, dry ride no matter how the water is.
Marketing for MAKO® boats is directed at hard-core saltwater anglers who are very
dedicated to fishing. The majority of our customers are upper-class anglers who also have
families that love to fish. These anglers are looking for a boat they can trust to get them to
their destination; rain, shine or in the middle of 4-foot seas. They depend on their boat and
trust it implicitly.
2
Logo Preferred
Usage
Preferred Usage
This is the primary MAKO® Boats logo. It is appropriate for use on all
MAKO® Boats communication.
The MAKO® Boats logo is a distinct mark that is designed to convey
super sleek and high performance equipment. The shape and movement
of the shark graphic provides a sense of adventure, and the shark itself
represents the ultimate predator in saltwater fishing.
The “Preferred Usage” represents the truest graphic representation of
the brand. Depending on the printing or reproduction method, the logo
above should be used wherever possible. Some methods of reproduction
and/or certain limitations of placement or design may require the use
of a modified version of the logo. In some situations, for example, this
logo may need to be placed on a dark background that would diminish
legibility and recognition. See the “Logo Alternatives” section for
acceptable logo usage in non-standard situations.
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Logo Preferred
Usage
Preferred Usage
This is the primary “shark” logo. It is appropriate for use as a secondary
element to the primary MAKO® Boats logo on all MAKO® Boats
communication to reinforce branding. However, this is not a stand-alone
logo – the primary logo must always appear on communication where
this secondary element is used.
The “Preferred Usage” represents the truest graphic representation of
the brand. Depending on the printing or reproduction method, the logo
above should be used wherever possible. Some methods of reproduction
and/or certain limitations of placement or design may require the use
of a modified version of the logo. In some situations, for example, this
logo may need to be placed on a dark background that would diminish
legibility and recognition. See the “Logo Alternatives” section that
follows for acceptable logo usage in non-standard situations.
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Incorrect Logo
WATCH OUT:
The logo on the previous page is the updated, preferred logo. However, some of you might
still have the previous logo seen here. You will notice the placement of the shark on the
correct logo sits flush with the “M” in MAKO®, not above it. Nor does it sit above the line
that starts the “M”. In the correct logo, the shark is part of the line extension.
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Alternative Logo
Variations
Alternative Logo Variations
BLACK & WHITE REPRODUCTION
(0NE COLOR)
This is the primary MAKO® Boats
logo. It is appropriate for use on all
MAKO® Boats communications.
PMS BLACK C
C=0
M=0
Y=0
K=100
BLACK & WHITE REPRODUCTION
(0NE COLOR) ON DARK
BACKGROUND
C=0
M=0
Y=0
K=0
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Logo Usage
Guidelines
Incorrect Usage
The placement of the MAKO® Boats logo is an essential factor in establishing and
preserving the brand identity.
The following rules should be observed when placing a logo in all visual media:
1. The logo should be placed in a position that provides visual prominence
and immediate recognition.
2. No other logos should be placed in such a way as to compete visually with the
brand logo. Size, color saturation and general visual strength of competing logos
should be subordinate.
3. No adjacent or background design elements should overpower or diminish the
visual strength of the brand logo. Competing elements such as color, texture
and complex photographic images should be avoided.
NEVER REMOVE
ELEMENTS
NEVER
ROTATE
NEVER REARRANGE
ELEMENTS
NEVER
DISTORT
NEVER
CROP
NEVER
RECOLOR
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Clear Space
Clear Space
The placement of all MAKO® Boats logos is an
essential factor in establishing and preserving
the brand identity.
1/2 HEIGHT OF LOGO =
CLEAR SPACE SURROUNDING LOGO
ON ALL FOUR SIDES
“Clear space” surrounding the brand logo helps
limit visual competition from other logos and
distracting design elements.
Whenever possible, allow a free space
of neutral color or photographic image to
surround the brand logo. This free space
should be a distance on all four sides of
the logo equal to one half the height
of the logo. See diagram.
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Copy Voice
Copy Voice
The goal of MAKO® Boats is to deliver the ultimate fishing experience to saltwater anglers
everywhere.
The tone of our copy should completely and effectively convey the characteristics that
avid and recreational saltwater anglers are looking for in a great fishing boat—from the
ruggedness of the construction to the legendary ride and design. We should come across
as a brand that provides great saltwater adventures and the equipment to take their
fishing further.
The MAKO® boat core headlines speak of the brand’s legendary characteristics.
“Building Legends for Over 40 Years”
“Rugged, Uncompromising and Built to Last.”
“At Sea, Only the Strong Survive.”
“Run with the Shark.”
“Fishing Performance for Bays and Beyond.”
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The Importance of Standards
Copy Standards
and Mandatories
Copy Standards and Mandatories
Every MAKO® Boats associate, dealer and vendor plays an important part in protecting
our company’s trademarks and brand names. In addition to our trademark, MAKO® has
distinct typefaces (fonts) and logo colors, as well as copywriting rules and a “personality”
that set it apart from its competitors. Proper and consistent use of all these elements
reinforces our company’s claim as the rights holder (legal owner) of the trademark.
Improper use can result in loss of our rights.
Trademark Usage
REGISTERED TRADEMARKS must be CAPITALIZED COMPLETELY when used in body
copy text.
A single reference to the trademark is sufficient in either its first use or most prominent
use within the document. Thereafter, it is unnecessary to repeat the symbol. If a trademark
is used in sections of a document which may be published or distributed separately, each
section should contain the ™ or ® symbol at least once.
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Grammar and
Copy Guidelines
Grammar and Copy Guidelines
MAKO® Boats has established some general style guidelines for grammar and copy in our
advertising, literature, websites and other company communications.
If you are writing on behalf of our company, we expect good creativity, grammar and spelling.
Sometimes grammar rules can be broken for a creative effect. But generally, proper grammar,
spelling and consistency are very important in presenting our products and corporate image in
a credible and businesslike way.
Strive for consistency within each sentence and each document. If you are working on
brochure headlines, for example, all headlines within the brochure should be consistent—either
all complete sentences or all phrases. All should be capitalized and punctuated consistently.
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RUSTIC BRONZE
RUSTIC BRONZE
DEEP SEA
DEEP SEA
PANTONE
125 C
C=8
M=31
Y=100
K=19
PANTONE
7459 C
C=76
M=6
Y=8
K=15
R=184
G=139
B=0
The MAKO® Boat color palette is drawn directly
from the sea and its surroundings.
Color Palette
Color Palette
They combine and play off the colors of
inshore/offshore saltwater areas and the sky,
and perfectly show the ruggedness that is the
hallmark of a MAKO® Boat.
R=48
G=149
B=180
The MAKO® Boats color palette is made up of
seven colors: two primary, two secondary and
three accents.
TRUE BLACK
SOUTHERN
STINGRAY
SURF
GRASS
PURPLE
DECEIVER
CARIBBEAN
SKIES
PANTONE
BLACK C
PANTONE
1525 C
PANTONE
7489 C
PANTONE
2757 C
PANTONE
300 C
TRUE BLACK
SOUTHERN
STINGRAY
SURF
GRASS
PURPLE
DECEIVER
CARIBBEAN
SKIES
C=0
M=0
Y=0
K=100
C=1
M=75
Y=100
K=8
C=55
M=2
Y=75
K=5
C=100 R=0
M=82 G=38
Y=8
B=99
K=32
C=100 R=0
M=42 G=101
Y=0
B=189
K=0
R=30
G=30
B=30
R=197
G=76
B=0
R=115
G=175
B=85
When possible, always match Pantone equivalent.
A. Primary Colors: Rustic Bronze and Deep
Sea are the main colors in the palette. Use
these first.
B. Secondary Colors: True Black and
Southern Stingray are the two secondary
colors. These are supportive of the
primary colors.
C. Accent Colors: Surf Grass, Purple
Deceiver and Caribbean Sky are solely
used to back up the primary and
secondary colors. Use them sparingly.
Specifications for multiple media platforms
have been listed so that these colors can be
properly represented in every format.
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ITC Garamond MM and Helvetica Neue are the two main typefaces used when marketing MAKO® Boats. When used
correctly, they represent everything the MAKO® brand stands for.
Fonts
Typography adds distinction to the MAKO® brand.
Garamond is a classic and beautiful font that has a certain kind of elegance to it. Like a MAKO® Boat, it is also extremely
versatile and offers a variety of faces.
While it may be simple, Helvetica is the epitome of versatility. Depending on the face used, it can be both delicate and bold.
HEADLINES AND SUBHEADS
ITC Garamond MM 300 LT 625 NO
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BODY COPY
Helvetica Neue 45 Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BODY COPY HIGHLIGHTS
Helvetica Neue 45 Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Helvetica Neue 75 Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Helvetica Neue 75 Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Both Garamond and Helvetica offer a wide array of faces and weights to choose from, making them
perfect for use in advertising, brochures, promotional material and other collateral. To maintain consistency
throughout publications, follow the specifications of fonts and weights as listed.
When using certain web-based applications, some fonts may not be readily available. Please substitute
a font with similar characteristics.
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Photography
Photography
MAKO® boats are designed to deliver the best saltwater fishing experience possible so
we put lifestyle photography shots at the heart of our marketing materials, supported by
action/running and beauty shots.
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Photography
Photography
Lifestyle
Our lifestyle photography should focus on saltwater anglers and capture the spirit and thrill
of the “hunt”.
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Photography
Photography
Running
The key to our action/running shots is to bring the adventure to life, as well as sell
MAKO® boats as the leader in rugged saltwater boats and fishing features for even the
most dedicated anglers.
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Photography
Photography
Beauty
Our beauty shots showcase the boats themselves—top tier components, materials and
craftsmanship—and the inshore/offshore saltwater areas in which they play.
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Additional Assets
ADDITIONAL ASSETS can be found on the Tracker Marine Dealer Marketing
Solutions (DMS) site—our one-stop shop for all of your branding, promotions,
literature and event needs. Whether you are looking for brand-specific promotional
signage, items for boat shows, hardware for your dealership, ad templates, literature
or radio and TV commercials, you will find it here.
Simply log in by entering your user name and password, or new users can follow the
easy registration steps by clicking on “New User Registration.”
VISIONPOINT.group360inc.com/tracker.cfm
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Contact Info
COPYWRITER
Josh Ray
jaray@basspro.com
(417) 873-4546
DIGITAL ASSET MANAGEMENT
COORDINATOR
Kim Phillips
kaphillips@basspro.com
(417) 873-5123
TRACKER MARINE GROUP
2500 E. Kearney
Springfield, MO 65898
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