GORUCK

Logo & Brand Identity Guidelines

GORUCK Logo & Brand Identity Guidelines

Prepared 05/18/15

by Andy Nelson // [email protected]

GORUCK

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Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Contents 0.1 0.2 0.2.1 0.3 0.4 0.5 0.6 0.7

Logo Specifics Typeface Details Typography in Use Color Specifications Logo Styles Logo Best Practices Patches Photo/Video Overlay

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Logo Clear Space Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Blue area.

0.1 Logo Specifics ABCDEFGHIJKLM… abcdefghijklm… 1234567890…

Blue indicates Clear Space. The blue area must be kept free of all other graphical and visual elements. The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the uppercase letters, known as the ‘cap-height’. The width is equal to two times the height.)

Horizontal Logo An alternate horizontal logo may be used when the visual space requires (ex: website header), but is considered an alternate or secondary choice. The same clear space rules apply to the horizontal logo.

.COM Logo An alternate stacked logo to be used when the priority is promoting the website and a clear CTA. Do not use on GORUCK.com or where a clickable link is availalbe. Good for video end slates and swag products.

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GORUCK

Logo & Brand Identity Guidelines

GORUCK

The Typeface Family

Logo & Brand Identity Guidelines

The GORUCK logo itself is a modificaiton of the Bank Gothic typeface, but this special GORUCK font should never be used for anything other than product names or the word GORUCK. For branded supporting text, use the font family Bank Gothic (Medium and Light). When using the word GORUCK in regular/plain fonts (Arial, Helvetica), be sure to use all caps and all one word. Do not type GoRuck, GORuck, or GO RUCK.

0.2

Typeface Details

When to Use: Bank Gothic Medium can be used as a subtitle or headline following the GORUCK logo or when needing to place emphasis for readability on t-shirts and video overlay, etc.

When to Use: Bank Gothic Light can also be used for subtitles or other copy intended to imply association with GORUCK such as minor subheads, short copy paragraphs, etc.

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Good

0.2.1

Typography in Use

The ‘GR1’ product is the only text using the GORUCK font, the ‘Tough and Beautiful’ subtitle is using Bank Gothic Medium, and the ’Built in the USA. Lifetime Guarantee’ is using Bank Gothic Light. Notice the heirarchy of GORUCK font > Bank Gothic Medium > Bank Gothic Light > regualar body copy fonts.

‘GORUCK’ is in the GORUCK font and the subtitle ‘News’ is in Bank Gothic Light.

NEWS

Bad The GORUCK font is reserved only for the brand name GORUCK or product names. Do not use the GORUCK font for subtitles or copy. Overuse of the GORUCK font lessens its impact.

GORUCK

Logo & Brand Identity Guidelines

0.3

Color Specifications

GORUCK

Logo & Brand Identity Guidelines

Black #000000

Tough Grey #696a6c

Light Blue #2168b1

Heavy Red #be1e2d

CTA Green #3cb371

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Solid Black (or White)

0.4 Logo Styles ABCDEFGHIJKLM… abcdefghijklm… 1234567890…

This is the primary logo to use for most everything. You may invert the color to white for readability if necessary.

RWB Variant This red, white, and blue flag spearhead variant can be used in more lively media or when wanting to promote our American pride.

Social Media / Small Here are two social media or small logo examples. Be sure to save with transparent backgrounds whenever possible.

Use this for round & square cornered profile destinations, such as: Twitter, Facebook etc. You may also use with a black background if a dark color scheme is more appropriate.

Use this for circular profile destinations, such as: Google+, Instagram etc and as such does not come inside a container.

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Do Not: Logomark Do not resize or change the position of the logomark. The spearhead comes above GORUCK or after it--not under and not before.

0.5 Logo Best Practices ABCDEFGHIJKLM… abcdefghijklm… 1234567890…

Do Not: Fonts Do not use any other font, no matter how close it might look to Bank Gothic or the GORUCK font. The Stencil font is not as badass as you think it is.

Do Not: Sizing Do not squish or squash the logo. Any resizing must be in proportion. If it looks off it probably is.

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Connected Letters

0.6 Patches ABCDEFGHIJKLM… abcdefghijklm… 1234567890…

Some broken/stenciled letters do not traslate properly to a small (2”x3”) embroidered patch. The U in GORUCK is one in particular that ends up looking like an LI. When creating a patch, always connect the U as to not end up with a GORLICK patch.

Details Embroidery can only handle so much detail. Be careful of thin lines and overcrowding. The Mogadishu Mile patch is an example of the thinnest lines should be.

Spearhead Size Because of the limited space on a 2”x3” patch, the spearhead is slightly smaller than normal. The cyan lines indicate an acceptable decrease in spearhead size to allow for better balance on a small patch. This also allows the GORUCK text to remain large and readable. PATCH

NORMAL

GORUCK

Logo & Brand Identity Guidelines

GORUCK

Logo & Brand Identity Guidelines

Contrasting Color Use a black logo on light backgrounds and a white logo on dark backgrounds.

0.7 Photo/Video Overlay ABCDEFGHIJKLM… abcdefghijklm… 1234567890…

Drop Shadow Sometimes even a contrasting logo color is not enough for proper readability. In cases where you have a busy or mid-toned background, use a drop shadow to bring attention to the logo. Do not use a hard drop shadow--that implies an attachment to the logo. Use a soft drop shadow that blends into the background. We are simply trying to increase readability, not add a new style to the logo.

BAD

GOOD

90-100%: NEVER PUT CONTENT OR TEXT HERE

Margins All text overlay, especially the GORUCK logo should be a safe distance from the edge of the frame. Put important content and any text or logos in the center 80% of the frame only. Never put text or important content in the outer 10% of a frame.

0-80%: PUT CONTENT AND TEXT HERE

80-90%: BE CAUTIOUS OF CONTENT OR TEXT HERE