Hunting GPS Maps Style Guide

Table of Contents Introduction Mission Statement Slogan Marketing Statements The Hunting GPS Maps Brand Pillar Messages Voice Terminology

Company Logo Use Company Logo/Logotype Company Logotype

Seasonal Logos Typeface and Logo Downloads

Typography Special Note

Cursive Script

Testimonial Architecture Color Palette Accent Colors

Sample Analogous Color Scheme

Image Treatment Good Example

Bad Example

Introduction

Welcome to the Hunting GPS Maps Style Guide! This style guide is here to help you understand

how the design elements work together to form a part of our branding. It is by no means all-inclusive; Rather, it is intended to be a strong recommendation on how various design elements should be utilized when working with various mediums (ie: web, print, etc.).

Mission Statement

To provide customers with the most current and accurate land ownership mapping information available, and present this information in user-friendly and intuitive ways; with the ultimate goal of enhancing the best days of our customer’s lives.

Slogan

Our company slogan used for compaigning is: Hunt With Confidence. The slogan is easy to re-

member, and reinforces one of our core messages to have confidence in your adventures outdoors.

Marketing Statements

There are several marketing statements we have found effective when advertising our product. This list is not exhaustive by any means, but it is a good idea of statements we make about our product.



Changing the Way GPS is Used Technology to Enhance the Best Days of Your Life Peace of Mind in a Chip Get the Chip Never Miss Another Opportunity

The Hunting GPS Maps Brand

It is our goal to make people comfortable in their interaction with us. Whether a person sees our

logo, views our website, or chats with our personnel, our transparency should be apparent, along with our love of the hunting industry. Our Brand should communicate ourselves as experts in the field of GPS land ownership technology, while coming across in a friendly manner. Use of hunting lingo is encouraged, as we want to connect with our audience.

Pillar Messages

In one form or another, our marketing will convey any number of these messages, with the intent of helping the public to understand who we are, and what our product means for them.



We are leaders in the GPS land ownership mapping industry

Government Agencies use our technology because we are reliable and accurate Our product is revolutionary--no one else offers land ownership names

Our product offers ‘peace of mind’ as you always know where you are in the outdoors



Our product is intuitive and easy to use



Our product will save you time and money from unnecessary fines



We are experts in GPS usage



Our GPS chip is the new standard in mapping Our product is revolutionary because we show user’s location relative to property boundaries.

Voice

The voice of the writing should be professional, yet friendly. Our vernacular includes hunting jar-

gon, so sprinkle hunting phrases in your writing. We would like to give the impression of ourselves as a company someone could come and have a beer with. We also want to give the impression of being leaders in our field, as no one offers a better GPS product than us.

Terminology

As with any industry, there are typical terms which we use on a regular basis. In the interest of

consistency across various marketing platforms, the following are words and how we utilize them in our marketing: color-code: Use this form of color-code when expressing it as a verb. Example: We color-coded each section on our map.

color code: Use this form of color code when expressing it as a noun. Example: The color code of a land owner’s section is green.

land ownership: For consistency, use the word ‘land ownership’ as two words in any text associated with Hunting GPS Maps. land owner: The use of land owner will also be two words. plug-n-play: This word will be used in this format. Plug n play and plug and play are formats we would like to avoid in our marketing. state-by-state: This word will be used in this format, with hyphens in-between each word. easy-to-use: This word will be used in this format, with hyphens in-between each word. limited-term: This word will be used in this format, with hyphens in-between each word. Topo: This word will always be used with a capital T, like this: Topo. GPS: This acronym will always be capitalized. There are no periods in-between the letters. MicroSD Card: These words will always have a capital “M” for Micro, capital “SD” for SD, and a capital “C” for Card. 24K: When using the “K” to reference thousands next to a work, it will always be capitalized. CHIP: Whenever the word “CHIP” is used to reference our product, it will be used without quotation marks. For example: Our revolutionary CHIP has redefined the standard in GPS mapping technology.

Company Logo Use

There are a couple of different formats in which the Hunting GPS Maps logo may appear. Follow-

ing is a detailed listing of how our logo is to be used in various formats. If you wish to use the logo in a different format, please contact Yana at [email protected] for confirmation on the format.

Company Logo/Logotype In this example, the logo features the antlers with the

logotype, “Hunting GPS Maps”. When the logo is used in this form, the following rules apply: The logotype should always be in caps when used with the logo image. The antlers, right-side of the triangle, and the word “Hunting” should all be the same color. The left triangle, and the words “GPS MAPS” should all be the same color. Special Note: There are times when the logo will not fit in this format, such as a leaderboard banner (728 x 90 pixels). On our website, we have several formats available in a light and dark page design. The logotype (or logo) may be resized or moved around to fit within the design. Following are examples of how the logo and logotype may be used in horizontal designs (such as for a banner).

Company Logotype

When we discuss the company logotype, it is in reference to the “Hunting GPS Maps” text of the

logo. The logotype may always be used without the logo, but the logo must include the logotype.

Following are guidelines for use of the logotype: The logotype must always be in BorisBlackBloxx. The preferred color choice is black, or

shades of grey, with whatever shade providing the best contrast with the background. The logotype should always be in all caps, unless it is being used as a hyperlink web address. In the case of using it as a web url, see the next examples few examples. Example:

HUNTING

GPS MAPS

If the logotype is to be used as a url link, then the words may be combined together. In this case, if the color is all the same, then the “H” and “GPS” must be capitalized, but the “M” in maps must not. Example:

www.HuntingGPSmaps.com If the logotype is being used as a url link with two contrasting colors, then the “H” in hunting, “GPS”, and the “M” in maps may be capitalized. Example:

www.HuntingGPSMaps.com

Seasonal Logos

On our website, we like to give our logo a seasonal touch. Currently, these seasonal ‘logos’ will

only take place online. For any marketing outside of the website, our traditional logo will be used. If you have an idea for a seasonal logo, or would like to incorporate a seasonal look in a marketing campaign outside of the company website, please contact the marketing department for permission. The marketing department may be reached at: [email protected]. Following are some concepts we have implemented in the past for a seasonal logo:

Typography

Examples of Typographical Elements:



Main Title BorisBlackBloxx should be used for the



Secondary Heading BorisBlackBloxx should be used for any

first title of each page. Also, these titles should be done using small caps, as seen in the example to the left. To achieve this in Adobe Design Software, us the Tt button. The kerning should be adjusted if there are unsightly gaps between letters.

Third Heading secondary and third style headings.



Fourth Heading



Paragraphs Paragraphs text should be in Arial for web, and

Arial or Helvetica Neue should be used Fifth Heading for any headings smaller than the previous Sixth Heading three headings. For print material, Helvetica Neue is preferred, whereas Arial is preferred for use on the web. This is due to the way browsers render the Helvetica Neue font, which is distracting to the audience.

Helvetica Neue in print wherever possible.

Special Note



Additional fonts may be used for print, as-long-as they are within the Helvetica Neue Family.

For instance, Helvetica Neue Light would be an acceptable font for use.

Cursive Script

Sometimes a cursive script would add a nice touch to a design. In this case, we use the free

font, “Marriage Script”, which we have available for download on our website.

Following is an example of Marriage Script:

“Technology to Enhance the Best Days of Your Life.”

Testimonial Architecture

Testimonials and quotations will be in Arial for web, and Helvetica Neue for print. The text

will also be in bold font, contain quotations, and have an orangish-red line on the left-hand side (for reference to the specific color used, see our Color Palette Section). The quote source will be on the bottom, with a quotation image in the background, as seen in the example below: Example: “When I hunt I place a high value on my Guns, Calls, Camo, ATV, Truck & Dog. However, the Hunting GPS Maps on my Computer and GPS rank right at the top of useful equipment I use when predator hunting! When it comes to map sales and service after the sale Rob and Matt are the best! Hunting GPS Maps Rock! Get after Them!” -Craig Maris

Color Palette

Our primary color palette consists of black, grays, white, and analogous colors based off of our HSM Red.

Accent Colors

Sample Analogous Color Scheme

Image Treatment

Images will have sharp edges, as opposed to rounded. This is not to say additional treatment cannot be done to the images to ‘soften’ them or help their contrast from the background. Good Example:

Bad Example: