Momsen Bikes Headbadge Port Elizabeth, South Africa.

Momsen Bikes

official Communications guidelines Forged in the Untamed.

Our communication Style 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

• Logo • Fonts • Picture Style • Frequently Asked Questions

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

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2016 VIPA XT, Port Elizabeth, South Africa.

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our logo 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.

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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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.

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our Tagline

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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.

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one Color and B&W Color

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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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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.

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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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Tagline Placement

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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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The corporate Fonts and typography 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.

M o n t s e r r at A B CDEFGHI J KLMNO P Q RSTUV W X Y Z

Primary Font Montserrat

Bold

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

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 z

01234567890 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

Figures

Special Characters

Type Examples Montserrat

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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

Primary Font Source Sans Pro

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.

Source Sans Pro Bold

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

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 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 Examples

Figures

Sourse Sans pro

Special Characters

0 1 2 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç

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Context Text and inner Headlines

Caption Text

Momsen Bikes Source Sans Pro Regular 6 pt Type / 9 pt Leading

Copy Text

Headlines Copytext

Headlines and Typobreaks

Sublines Sections

Big Headlines and Title

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

Sequencer and Title for Marketing

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

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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

(Official Pantone Swatch)

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.

Primary Color South african Yellow

Primary Color Black

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Color Codes

Color Codes

CMYK : C070 M050 Y030 K100 Pantone : — RGB : R000 G000 B000 Web : #000000

CMYK : C000 M030 Y100 K000 Pantone : 1235C RGB : R253 G184 B19 Web : #FDB813

Color Tones 100 %

80 %

60 %

40 %

Color Tones 100 %

20 %

80 %

60 %

The Gradient Yellow Gradient

40 %

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The Gradient Grey Gradient

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Support Color Palette 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

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

CMYK : C000 M000 Y000 K080 Pantone : —

RGB Web

: R88 G88 B91 : #58585B

CMYK : C000 M000 Y000 K057 Pantone : —

RGB Web

: R133 G135 B138 : #85878A

CMYK : C000 M000 Y000 K030 Pantone : —

RGB Web

: R187 G189 B192 : #BBBDC0

CMYK : C0 M0 Y0 K0 Pantone : —

RGB Web

: R255 G255 B255 : #FFFFFF

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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 eyecatching 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

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.

Product Photo Style: While product shots may vary some based on pop off the page while maintaining the application, these composites should always feature minimalistic look associated with highcrisp, high contrast images against a clean white end offerings. background. This allows our product’s aesthetics to

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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.

resource FAQs 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.

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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.

contact

For further information please contact: 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

Momsen Bikes Unit 4 Aldo Business Park Old Cape Rd Greenbushes Port Elizabeth 6390 South Africa E: [email protected] P: +27 41 372 1418 Fax: 086 608 2702

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