SquirtBrandIdendityManual-Web-2021

CYCLING PRODUCTS 2021 BRAND IDENTITY GUIDELINES Bike. Care. Sorted.

CYCLING PRODUCTS

CONTENTS Why a brand identity manual? 1 Who is Squirt Cycling Products? 2 Brand personality & message 3 Product range 2021 5 Target Audiences 7 The Squirt Logo 9 Tagline 2021 11 #ApplyPerforance 13 Colour Palette 2021 15 Typefaces 2021 17 Original Icons 2021 19 Biodegradable Icon 2021 21 Large Format Branding 23 Small Format Branding 25

CYCLING PRODUCTS WHY A BRAND IDENTITY MANUAL? Since its establishment in 2004, Squirt Cycling Products has become a well known and loved product brand amongst the cycling community around the world. Founded and based in South Africa, Creative and innovative marketing Squirt Cycling Products relies on of Squirt products across various distributors to globally market and language, cultural, target market sell it’s range of cycling and multi- and social media platforms is sport products. In order to reach encouraged, however the brand markets in all regions around the elements and product world, distributors need to use representations should always relevant and appropriate marketing follow the guidelines in this strategies for each target audience. document. This will prevent Thus, marketing material may differ misrepresentation and dilution of substantially from one location to the brand personality, identity and another. message. IN THIS DOCUMENT YOU WILL FIND: Ÿ Rules and guidelines for the correct visual and emotive portrayal of Squirt as a brand. Ÿ Guidelines for use of the official colours, typefaces, as well as other visual elements in marketing projects and communications. Bike. Care. Sorted. 1

WHO IS SQUIRT CYCLING PRODUCTS? We are a trusted, reliable and innovative manufacturer of bicycle care products, owned and managed by cyclists. We understand the problems and riding experience. challenges that owning, riding and Our extended range of products maintaining a bicycle presents, have been developed to address whether it is being used various challenges faced by athletes competitively, for recreation or in different sporting disciplines. commuting. Marketing enquiries: Our main aim is to make high quality, marketing@squirtlube.com original and environmentally conscious consumables that simplify Design assistance & digital media bicycle maintenance and prolong the enquiries: lifetime of certain bicycle tanja@squirtcycling.com components to provide a carefree 2

CYCLING PRODUCTS BRAND PERSONALITY KEYWORDS TRUSTWORTHY. INNOVATIVE. RELIABLE. RESPONSIBLE. 3

BRAND MESSAGE Maintaining your bicycle between rides can be challenging and time consuming, but lack of maintenance means bike rides become filled with irritation and unplanned stops. Squirt Cycling Products' range of innovative bike care products makes caring for your bicycle simple and easy, reducing service intervals and making your bike parts perform better. With bike care sorted, you'll spend less time doing maintenance and more time enjoying the freedom your bicycle is meant to give you. We make bike care easy. 4

CYCLING PRODUCTS LOW TEMPERATURE PRODUCT RANGE 2021 CHAIN LUBE LONG LASTING   Marketing keywords:   Long-Lasting CHAIN LUBE   Wax & Water Emulsion   Clean Marketing keywords:   Biodegradable   Long-Lasting   Suitable for cold conditions   Wax & Water Emulsion   PFAS Free   Clean   Biodegradable BIODEGRADABLE   Suitable for all bikes and BIKE CLEANER conditions   PFAS Free Marketing keywords:   Biodegradable E-BIKE   Foam Spray   Concentrate CHAIN WAX   Water Based   Ready To Use Marketing keywords:   Dilute up to 1:25   Long-Lasting   Solvent free   Wax & Water Emulsion   High Pressure Additives   Clean   Biodegradable   Suitable for all bikes e-bikes and conditions   PFAS Free 5

SEAL CHAIN LUBE TYRE SEALANT 5 LITRE ECO-REFILL Marketing keywords: Marketing keywords:   Seals punctures caused by   Bring your own 120ml bottle   Reduces single use plastic objects up to 6mm   Save money and the   Seals Every Air Leak   Beadblock kernels improve environment sealing ability   Contains natural microfibres & corrosion inhibitors   Ammonia free   Easier to clean BARRIER BALM SWEATSUCKER SWEATBAND Marketing keywords: Marketing keywords:   Anti-chafe & protection balm   Contains absorbent ceramic kernels   For cycling and endurance sports   Helmet friendly   Long Lasting   Multisport   Contains Lanolin & Tea Tree   Superabsorbent   Adjustable   Washable & Reusable   Plastic free 6

EXPEDITION CYCLING PRODUCTSGRAVELE-BIKE ROAD 7

MTB TARGET AUDIENCES 2021 COMMUTE TRIATHLON LEISURE 8

CYCLING PRODUCTS EVENTS THE SQUIRT LOGO 2021 9 BRANDED VEHICLES LOGO USER INSTRUCTIONS 2021 SPONSHORSHIPS Ÿ Green Dots: In the full colour logo versions the colour of the green circles on the chain insert shape should remain green and never be changed to any other colour. Ÿ Squirt Splat: In the full colour logo versions the colour of the red Squirt Splat should should remain red and never be changed to any other colour. Ÿ Outline: The logo has no outline and an outline should never be added. Ÿ Drop shadow: A drop shadow can be added to all versions of the Squirt Logo to enhance visibility if necessary. Ÿ Solid Fill: The fill of the Squirt Logo, Green Dots and Squirt Splat should always be solid and a gradient fill should never be applied. Ÿ Squirt Splat: The size and position of the red Squirt Splat relative to the “t” of the logo should remain unchanged in all circumstances - leave it where it is! Using the Squirt Splat on it’s own in design projects is NOT RECOMMENDED FOR 2021. Ÿ Letter spacing: The letter spacing of the Squirt Logo should be left unchanged in all circumstances. Ÿ Aspect Ratio: The Squirt Logo should never be stretched horizontally, vertically or diagonally outside its original proportions. Ÿ Relative spacing of the Squirt Logo and graphic design elements: Design elements in any graphic design project where the Squirt Logo is used should be placed in such a way as to never retract from the legibility and visibility of the Squirt Logo. Ÿ Rotation: The Squirt logo can be used at different rotations (angles), but it is recommended that the Squirt Logo be used horizontally in its original form. Ÿ White or dark blue block: The logo can be placed on a white or dark blue block with rounded edges if it enhances visibility.

Different design situations require that the Squirt logo be used on dark as well as light backgrounds. To ensure high visibility of the logo in all situations, the Squirt Logo can be used in interchangeable formats. CYCLING PRODUCTS White lettering for use on a dark blue/dark hue background. CYCLING PRODUCTS Dark blue lettering for use on a white/light hue background CYCLING PRODUCTS Monochrome for use on any background CYCLING PRODUCTS Monochrome for use on any background Used without the phrase ‘CYCLING PRODUCTS’. Only if reproduction medium and size will render the phrase illegible. 10

CYCLING PRODUCTS TAGLINE 2021 Ÿ Bike. Care. Sorted. is the tagline of choice for 2021 Ÿ The tagline can be read as one sentence or three separate concepts. Ÿ Speaks to anyone who does bike maintenance regardless of riding ability or bicycle preference Ÿ Explains Squirt’s products to audience unfamiliar with the brand Ÿ Can be used with the Squirt logo, in text or multimedia content. Ÿ Typeface for tagline: Arial Bold 11

Bike. Care. Sorted. • Your bicycle • Bike maintenance • Bike maintenance is • The action of • Caring for your bike sorted out • Caring for the • Suggests efficiency riding your bike environment • Good to go ride again without any worries 12

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#Apply Performance #APPLY PERFORMANCE Ÿ The tagline #Apply Performance has become a favourite among social media users, particularly among performance athletes. Ÿ It can be used in social media settings where the theme of the post is enhanced performance as a result of using Squirt products . Ÿ Typeface for tagline: Arial Black 14

CYCLING PRODUCTS PANTONE 485 C:7 M:100 Y:100 K:3 R:219 G:7 B:3 HEX: #Db0703 PANTONE 540 PANTONE WHITE C:7 M:100 Y:100 K:3 C:7 M:100 Y:100 K:3 R:2 G:51 B:92 R:219 G:7 B:3 HEX #02335C HEX: #Db0703 Ÿ Pantone (Spot) colours refer to the standardised colours used by printers globally to ensure colour continuity across printing platforms. Ÿ Process colours (CMYK) refer to full colour printing applications that use 4 colours in their printing process (where using Spot colours are not an option) Ÿ RGB colours refer to colours used in electronic screen based graphics. Ÿ Hex colours are used in websites and uses a unique code for each colour. Website background Labels background 15

PANTONE 278 COLOUR PALETTE 2021 C:41 M:17 Y:1 K:0 The colour scheme for 2021 remains mostly R:150 G:187 B:225 unchanged, with the addition of darker shades of HEX: #96BBE1 blue into black for richer background effects. PANTONE BLACK The identifying colours for the Squirt brand remain dark blue (Pantone 540) and white, and these C:0 M:0Y:0 K:100 colours should be used widely when doing any R:0 G:0 B:0 designs or marketing material for Squirt. HEX: #000000 Black can be used as background colour in some cases. The 3 other colours can mostly be used as PANTONE 385 accents. C:89 M:13 Y:100 K:2 R:19 G:156 B:73 HEX: #139C49 MAIN COLOURS ACCENTS PANTONE 540 100% PANTONE PANTONE PANTONE PANTONE WHITE 385 278 485 PANTONE BLACK 100% 16

CYCLING PRODUCTS Aa HEADING 1 Arial Narrow Bb Heading 2 Arial Narrow Bold Cc Body text Arial Narrow Normal Dd Product names Arial Black Ee Slogan Arial Bold #Apply The Typefaces used on Squirt product packaging are: Arial Normal: Text Arial Normal Bold: Text Arial Black: Product name 17

w Bold TYPEFACES 2021 An addition in 2021 is Arial Narrow Normal and Arial narrow Bold. The typeface is sleeker and lighter and remains part of the Arial font family. www.squirtcyclingproducts.com Arial Normal Performance Arial Black Bike. Care. Sorted. Arial Normal Bold 18

CYCLING PRODUCTS SQUIRT ORIGINAL ICONS 2021 There are six different Squirt Original Icons which are specifically paired with each of the Squirt products. The icons each contain a tag line that is specific to the individual product in the Squirt range. These icons convey the message that: Ÿ Squirt products are eco-friendly Ÿ All products are original concept products which are “first of a kind“ products available on the market. The Squirt Original Icons are used on all product labels and can be also used in marketing material for individual products. As with the Squirt Logo, the icons can be used in different ways, depending on the background of the design it is incorporated to. OrFtihogerimnualal OrFtihogerimnualal BARRIER BALM BIKE CLEANER 19

LUBE & CHAIN WAX Ortihgeinal Ortihgeinal Ortihgeinal Ortihgeinal LOW TEMP LUBE MICRO FIBRE MICRO FIBRE AmFmRoEnEia AmFmRoEnEia N AT U R A L N AT U R A L S S AmFmRoEnEia AmFmRoEnEia SEAL SWEAT SWEAT OrCtihogenicneaplt OrCtihogenicneaplt SWEATSUCKER LESS LESS 20

CYCLING PRODUCTS . 21

SQUIRT BIODEGRADABLE ICON 2021 Being environmentally responsible is a big part of what Squirt Cycling Products is about. We aim to make our products as environmentally friendly as possible and avoid using ingredients that are harmful to humans or the environment. The Squirt Biodegradable Icons are used on all product labels and can be also used in marketing material for individual products. As with the Squirt Logo, the icons can be used in different ways, depending on the background of the design it is incorporated to. CYCLING PRODUCTS CYCLING PRODUCTS 22

CYCLING PRODUCTS Guidelines for use of the Squirt Logo and graphic elements for large format event branding In this section guidelines are provided for the design and layout of large format event branding material like gazebos, event gantries and podium backgrounds. Ÿ The preferred background colour for all large format event branding material is the Squirt dark blue (Pantone 540 CV) Ÿ The Squirt Logo is to be used in white on the dark blue background. Ÿ The goal of Squirt event branding material is to enable the Squirt brand to become a well known and familiar sight at sporting events across the world, and the use of the dark blue background plays a very important role in establishing an instantly recognisable brand identity. Ÿ The Squirt Logo should be placed clearly visible and legible on all event material in order to instantly attract attention to the brand. Ÿ The use of the Squirt Splat as a stand-alone design element is NOT recommended. Ÿ Design and layout of large format event marketing material should always be submitted for approval to the Squirt marketing officer before being manufactured and used at events. 23

LARGE FORMAT BRANDING 24

CYCLING PRODUCTS SMALL FORMAT BRANDING 25

Guidelines for use of the Squirt Logo and Ÿ The goal of branding on small format items is to graphic elements for small format event create a brand presence at events or when used at branding informal social gatherings our outings. In this section guidelines are provided for the design and Ÿ The Squirt Logo should be placed clearly visible and layout of small format branding material like t-shirts, legible on all small format materials. jackets, caps, stickers and other promotional material. Ÿ The use of the Squirt Splat as a stand-alone design Ÿ The preferred background colour for small format element is NOT recommended. event branding material is the Squirt dark blue (Pantone 540 CV). The dark blue background plays Ÿ Design and layout of small format marketing an important role in establishing an instantly material should always be submitted for approval recognisable brand identity. to the Squirt marketing officer before being manufactured. Ÿ The Squirt Logo is to be used in white (full colour or monotone) on the dark blue background. Ÿ Squirt branded clothing should serve as free promotional items that are not to be resold. 26

CYCLING PRODUCTS www.squirtcyclingproducts.com