CCYACLGLEARY VOLUME 1 SPRING 2015 1
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BRAND STANDARDS HISTORY 4CTEONNT-S THE BADGE 6 DO’S AND DON’TS 8 LOCKUPS 10 CC 12 MTN 14 ROAD 16 PURE 18 22X 20 OUTLET 22 THUNK 24 FIT LAB 26 FULL CYCLE SERVICE 28 DO’S AND DON’TS 30 TYPOGRAPHY 32 THE FONT 33 PHOTOGRAPHY 34 PHOTOGRAPHY USAGE 36 MTN 38 ROAD 40 APPAREL 42 MTN 43 ROAD 44 PURE 45 RETAIL 46 MTN 47 ROAD 48 PURE 49 22X 50 OUTLET 51 3
HISTORY HTOISR-Y Calgary Cycle was established as a mom and pop bike store in downtown Calgary in 1931. In the 40’s the store moved to within a block of the current MTN store location. Calgary Cycle excelled through the mountain bike revolution and transformed into Calgary’s premier high-end mountain bike store through the 90’s and 2000’s. With a growing customer base and a desire to maintain their “small shop feel” Calgary Cycle has expanded to 4 other distinct locations across the city to take care of all cyclists needs. Calgary Cycle can take care of the most advanced mountain bike to the most extreme carbon fiber road machine and everything in-between. From the beginning the shop was owned and ran by people immersed in the sport. The employees from top down are avid cyclists in all varieties of cycling. With their roots deep in the Calgary bicycle community, they all strive to share their core value “Bikes are fun” with everyone who walks though their doors or gives them a high five on the trails. 4
THE LOGO 5
BTHAEDGETHEBADGE 6
THE BADGE 7
DDOO’NS’T&STHEBADGE Clear Space A specified clear space ensures the integrity and impact of the Calgary Cycle logo. There may be cases where it is difficult to allow the full recommended clear space (e.g., a very small display ad), and your best judgment should prevail. The blue bounding box indicates the minimum amount of Clear Space required when using the logo in any form or application. The blue area must be kept free of all other elements. The minimum required Clear Space is defined by the height of the logo’s “C”. The magenta guidelines indicate type and element alignment. The grey striped grey area indicates the Safe Zone. 8
THE BADGE Minimum Size To make sure the logo is always clear and legible, there is a minimum size requirement. The minimum size requirement is 1” square. For online use, the minimum size is 72 pixels at 72 dpi. Don’t abuse your logo When using the Calgary Cycle logo, you can’t just do whatever ridiculous things you want with it. Please observe the guidelines below. DON’T CHANGE ORIENTATION DON’T STRETCH OR DISTORT DON’T CHANGE COLOUR DON’T SEPARATE ELEMENTS 9
ULOPCSK-THELOGO 10
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THE LOGO Calgary Cycle logo - A Calgary Cycle logo - B Calgary Cycle's white and black badge is the corporate identity, which represents all businesses under the Calgary Cycle name. This badge is what makes up the foundation of all the other shop badges. This is representative of the different shops that all fall under the Calgary Cycle brand. Employees of Calgary cycle are represented by the color in the badge. When the Calgary Cycle framework is combined with the employees of each shop (the color) you get each shops unique environment. 12
CC Calgary Cycle logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 426 C BLACK WHITE Calgary Cycle logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 426 C BLACK WHITE Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 13
THE LOGO Calgary Cycle MTN logo - C Horizontal Calgary Cycle MTN logo - C Vertical 14
MTN Calgary Cycle MTN logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 185 C 426 C BLACK WHITE Calgary Cycle MTN logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 185 C 426 C BLACK WHITE Calgary Cycle MTN logo - C WORD MARK BASE STROKE BADGE CC BASE STROKE 185 C 426 C BLACK WHITE Pantone 185 C Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 15
THE LOGO Calgary Cycle ROAD logo - C Horizontal Calgary Cycle ROAD logo - C Vertical 16
ROAD Calgary Cycle ROAD logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 166 C 426 C BLACK WHITE Calgary Cycle ROAD logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 166 C 426 C BLACK WHITE Calgary Cycle ROAD logo - C WORD MARK BASE STROKE BADGE CC BASE STROKE 166 C 426 C BLACK WHITE Pantone 166 C Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 17
THE LOGO Calgary Cycle PURE logo - C Horizontal Calgary Cycle PURE logo - C Vertical 18
PURE Calgary Cycle PURE logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 639 C 426 C BLACK WHITE Calgary Cycle PURE logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 639 C 426 C BLACK WHITE Calgary Cycle PURE logo - C WORD MARK BASE STROKE BADGE CC BASE STROKE 639 C 426 C BLACK WHITE Pantone 639 C Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 19
THE LOGO Calgary Cycle 22x logo - C Horizontal Calgary Cycle 22x logo - C Vertical 20
22X Calgary Cycle 22x logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 349 C 426 C BLACK WHITE Calgary Cycle 22x logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 349 C 426 C BLACK WHITE Calgary Cycle 22x logo - C WORD MARK BASE STROKE BADGE CC BASE STROKE 349 C 426 C BLACK WHITE Pantone 349 C Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 21
THE LOGO Calgary Cycle OUTLET logo - B Horizontal 22
OUTLET Calgary Cycle OUTLET logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 426 C BLACK WHITE Calgary Cycle OUTLET logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 426 C BLACK WHITE Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 23
THE LOGO Calgary Cycle THUNK logo - A Horizontal 24
THUNK Calgary Cycle THUNK logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 430 C 426C BLACK WHITE Calgary Cycle THUNK logo - B WORD MARK BASE STROKE BADGE CC BASE STROKE 430 C 426C BLACK WHITE Calgary Cycle THUNK logo - C WORD MARK BASE STROKE BADGE CC BASE STROKE 430 C 426 C BLACK WHITE Pantone 430 C C60 M40 Y40 K100 C0 M0 Y0 K0 25
THE LOGO Calgary Cycle FIT LAB logo - A Horizontal Calgary Cycle FIT LAB logo - B Vertical 26
FIT LAB Calgary Cycle FIT LAB logo - A WORD MARK BASE STROKE BADGE CC BASE STROKE 423 C BLACK WHITE Pantone 423 C 27
THE LOGO Calgary Cycle FULL CYCLE SERVICE logo - A Horizontal Calgary Cycle FULL CYCLE SERVICE logo - A Vertical 28
FCS Calgary Cycle FULL CYCLE SERVICE logo - A GRAPHIC BADGE STROKE WORD MARK BASE BASE STROKE 349 C 185 C 639 C 166C 423 C 426 C BLACK WHITE Pantone 349 C Pantone 185 C Pantone 639 C Pantone 166 C Pantone 423 C Pantone 426 C C60 M40 Y40 K100 C0 M0 Y0 K0 29
DDOON’S’T&STHELOGO Clear Space A specified clear space ensures the integrity and impact of the Calgary Cycle logo. There may be cases where it is difficult to allow the full recommended clear space (e.g., a very small display ad), and your best judgment should prevail. The blue bounding box indicates the minimum amount of Clear Space required when using the logo in any form or application. The blue area must be kept free of all other elements. The minimum required Clear Space is defined by the height of the logo’s “C”. The magenta guidelines indicate type and element alignment. The grey striped grey area indicates the Safe Zone. 30
DO'S AND DON'TS Patterns Customization is in Calgary Cycle's DNA. What's a logo without a little personality! Unique patterns can be used as backgrounds within reason and upon approval. Don’t abuse your logo When using the Calgary Cycle logo, you can’t just do whatever ridiculous things you want with it. Please observe the guidelines below. DON’T CHANGE ORIENTATION DON’T STRETCH OR DISTORT DON’T CHANGE COLOUR DON’T SEPARATE ELEMENTS 31
TGYRPAOP-HYTYPOGRAPHY Typography is an important component of the Calgary Cycle identity and creates a distinctive style for all communications. When used correctly and consistently, typography unifies the appearance of all marketing collateral produced and helps provide an immediate visual connection with Calgary Cycle's products and services. It allows the audience to find recognition and familiarity in any message. The right typeface can make the difference between words dashed across a page and a statement that rises up to make a significant impact. 32
THE FONT PRIMARY FONT BARK TWO ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&* The Calgary Cycle primary font has been chosen to create a distinctive style, personality and character, and it is the only typeface to appear within the logo. In our computer- literate world, the number of typefaces available are infinite. This makes it all the more crucial to stay consistent to the typeface when designing for the Calgary Cycle brand. Bark Two is a high tech typeface and will provide a clear look and style to convey the Calgary Cycle message. This font is used for all external and consumer facing communications. SECONDARY FONT IDEAL SANS ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@#$%^&* Ideal Sans has classical rather than industrial proportions. Unlike most sans serif fonts, it is allergic to geometry: the design contains almost no straight lines, very few symmetries, and it takes every opportunity to resist formulaic rules. This selection is a contrast to the primary font and serves to add a small amount of flair to the design of copy. 33
PGHROATPOH-YPHOTOGRAPHY To connect customers to the Calgary Cycle brand, action photography is used to inspire the consumer into action. Photos must be selected carefully. The critical element to photo selection is authenticity. Calgary Cycle caters to many levels of cyclists, from the new rider to professional. With this in mind most photography will reflect the higher levels of the sport. It is important to be authentic to the highest levels of consumer, while remaining inspirational and attainable to the lower levels. The photograph needs to immerse the viewer in the environment, not offer a watered down version of the sport. The environments need to be realistic and should not be posed in any way. Images should give the viewer a sense of place within the story being told. To allow your customer to identify with the story any image selected should reflect similar terrain that we find in local riding spots. Calgary Cycle promotes social responsibility within the cycling community, this means the photo selected needs to represent action that is done in a socially responsible and accepted way. 34
DO'S AND DON'TS 35
PUGHRSAOAGTPOEH-YPHOTOGRAPHY MARKETING COLLATERAL DISTRIBUTION Calgary Cycle caters to a variety of customer types. These different customers must each be advertised to separately though a variety of marketing outlets. The total marketing resources used for each demographic of customer should be representative of the percentage of Calgary Cycle’s business that each demographic is responsible for. 36
USAGE MARKETING COLLATERAL USAGE DOWN HILL 10% Calgary Cycles business can be broken down into 3 main categories: ENDURO 20% Mountain, Road, and Lifestyle. These major categories can be broken TRAIL (AM) 40% down further into subcultures contained within the larger category. SNOW (FAT) 20% These graphs represent the marketing collateral that each category XC 0% and subculture should be allocated for 2015. XC RACE 10% MTN 60% BIKE PATH 0% ROAD 30% COMMUTER 0% LIFESTYLE 10% RECREATIONAL ROAD RIDER 60% TRIATHLON 10%REVISED WINTER 2015 ROAD RACE 30% LIFESTYLE FAMILY / NEW RIDERS 50% HYBRID 0% CRUISERS 50% 37
PHOTOGRAPHY SOCIAL MEDIA Mountain biking is the largest component of Calgary Cycles business; DO DON'T therefore it will have the largest voice in advertising and social media. DO DON'T Instagram, Facebook, and Twitter posts should be made daily. These posts DO DON'T should still align with other major marketing by being authentic to high-level DO DON'T customers, and inspirational to lower levels. Social media gives Calgary Cycle the chance to promote company values of community. This should be done through action photography, trail reports both verbal and visual, new product posts, and lifestyle images. The goal is to not only portray the idea that Calgary Cycle is a part of the MTB community, but also secure a spot as the leaders in all 4 of these categories. Product posts should create a desire for the item being photographed. It should be the main focus of the image and not have anything else cluttering up the frame taking away from its spotlight. Product images should be taken on a supplied roll up with nothing in the background. If a tiled slide is used it should contain no more then 3 images. Trail reports images should give a great view of the trail, with an aesthetically pleasing angle to inspire people to go out and ride. Don’t just point your camera at the ground and click away. Create a foreground, mid-ground and a background. For example this can be done easily by incorporating a tire, trees, as well as the trail. Action photography should be crisp, clear, and inspire people to go have fun. Start with an image composed aesthetically with a full view of the action. You should be able to tell where the rider is coming from, what he is doing, and where he is going. You can easily make images crisper by using any photo editing software for your phone to sharpen up images. Lifestyle Images should show people having fun! Group rides, high fives, and smiles are all acceptable. These images however should not be staged. They should be taken candidly to avoid looking cheesy and taken with the same attention to composition as the rest of the photos. 38
MTN DO'S AND DON'TS ADVERTISING / WEBIN STOREDO The photo is authentic, showing real riding and action is evident in the photo. The rider DO The photo is authentic, composed well and action is evident. The rider is having a is moving through the mid-ground and into the foreground and the terrain in the photo good time and the terrain is similar to Calgary Cycle's home terrain. resembles Calgary Cycle's home terrain.DON'T The photo is taken from a strange angle causing distortion and skews the DON'T The photo has poor composition and the rider is in the center of the frame. perspective. The viewer of the photo cannot tell where the rider is going Motion is not emphasized and the photo does nothing to inspire someone to or where he is heading - this picture is very 'guy in the sky'. The image does go ride. not appeal to any of Calgary Cycle's 'core customers', most would find this image fake and awkward. 39
PHOTOGRAPHY SOCIAL MEDIA While road cycling is a smaller part Calgary Cycle’s business it is important DO DON'T to mimic the values presented in MTB advertising and social media. Road DO DON'T posts should still align with other major marketing by being authentic to DO DON'T high-level customers, and inspirational to lower levels. DON'T To promote Calgary Cycles stance as leaders in the road community they should present action photography, new product posts, and lifestyle images on social media. The goal is to not only portray the idea that Calgary Cycle is a part of the MTB community, but also secure a spot as the leaders of all 4 of these categories. Social media related to road cycling should look fun and athletic. Most road business comes from recreational cyclists who want to have fun and get fit. It is important to highlight these values while following the guidelines in the MTB section. Bold, Authentic, Inspirational. Every road customer should feel like they will be noticed with a bike from us. Images should inspire riding, show authentic emotions, and show that we set the standard in road cycling. DO 40
ROAD DO'S AND DON'TS ADVERTISING / WEBIN STOREDO This is an authentic photo that is not staged. The photo is showing real emotion, it is DO This is a clearly defined lifestyle oriented photo that builds aspiration and makes the composed well with a clear focus and it is a great race-oriented photo. viewer want to be there. Imagery should show companionship and friendship and even though the photo is not an action shot, it shows people on their bikes. The composition is correct showing foreground, mid-ground and background.DON'T The photo is clearly staged with an awkward facial expression of the subject. DON'T This image could easily be staged and it is not depicting activity. The This type of action is irrelevant to Calgary Cycle's customers. composition is not ideal and there is nothing inspiring or aspiring about the photo. 41
APPAREL AARPPEL- Forever evolving, Calgary Cycles team apparel has only one goal, be identifiable on the road and trail. Always zigging when others zag Calgary Cycle HITS 'EM WITH THE RAZZLE DAZZLE. 100 years ago British Artist and naval officer Norman Wilkinson had this very insight and pioneered the Dazzle Camouflage movement (known as Razzle Dazzle in the United States). Norman used bright, loud colours and contrasting diagonal stripes to make it incredibly difficult to gauge size and direction. Today we embrace this bold pattern in a subtle Black on Black for the MTN team and a contrasting Black and White for the Road squad. 42
MTN 43
ROAD 44
PURE 45
RETAIL TRAEI-L Purpose built to serve specific consumers; each Calgary Cycle location is given it own identity and allowed to be different. This mandate is at the heart of the multi store concept. How can one store do full justice to a every type of consumer? Well it can’t… The multi store concept allows for this. MTN consumers are presented a proper experience with all the non-watered down trappings of a $12,000.00 mountain bike purchase in all its glory. The consumer is able to talk the talk and walk the walk with the true experts who fully get into the experience. At Road, it is fully encouraged to fully geek out on all the grams saved for thousands while sipping a shot of espresso and watching a race. 22x is the subtle glue that binds all other stores together. Sitting in the hamlet of Bragg Creek it is at the nexus of the best local Road riding and the definitive home to mountain biking in the Calgary area. It is the perfect location to express the commitment and authentic presence of Calgary Cycle in the market. Pure Cycle is the perfect combination off all stores in one location. A gentle balance of high end eye candy mixed with a family friendly product mix. See it all but buy the one you can afford from true experts. Every rider needs their first bike. Outlet, its simple - bad location... great prices... This keeps all other locations clean and clear of the clutter. 46
MTN FACTORY RACE SHOP The experience of tuning a bike to the smallest degree, pouring over specifications and squeezing the most of equipment in not just for high end power sports. Every MTN consumer gets the F1 race shop experience. This shop feels like speed and glory. CARBON FIBER ALUMINUM GLASS DARK WOOD 47
ROAD MODERN EURO Clean and smooth and wrapped in a euro feel. Road is white on white and allows the product to stand proud with no distractions. WHITE GLOSS CONCRETE GLASS LIGHT WOOD 48
PURE INVITING Pure showcases the broadest range of gear for all levels of cyclists and is the best of all locations in one. A well thought out mix of materials and design that is to help simplify the consumers experience. WHITE GLOSS CONCRETE GLASS LIGHT WOOD WOOD 1 BLACK GREY FIXTURES 49
22X NATURAL Nature is calling the rider to have fun. 22x is the gentle extension of the trail head with all the trappings. Get before ride information or share stories of glory after a ride within this location. WOOD WOOD 2 NATURAL BLACK 50
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