DING GUIDE AN 18 BR 20

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2 INTRO HISTORY LOGO FONT COLORS POWERFUL THIS IS A DEFINITIVE MOMENT. IT S MUCH BIGGER THAN A LOGO CHANGE. THIS IS leaning into that perfect corner, clearing a first jump, the rumble of an engine coming down the road, or the feeling you get when trying on that perfect fitting leather jacket. This new symbol represents the pride and strength of a company built on speed and reliability. It s time to show that we are a powerhouse, that we are a world-class distributor. We provide on-time distribution to powersports dealers with the most profitable and relevant portfolio of products, the latest technology and unparalleled services, to help them enhance the consumer experience and grow their business. We offer the best customer support, an unrelenting team of sales reps, warehouses that take pride in delivering the best brands, and employees who believe in the sense of freedom found in riding a motorcycle. The new brand identity takes the best elements of Tucker s heritage, represented by its colors and the Tucker T, and transforms them for a new era. At its most basic level, the new logo is a visual statement that honors our history and reflects an identity that stands for simplicity, honesty and passion in a category where innovation thrives but change is sometimes frowned upon. It s a cleaner, more human design and the angled T becomes a symbol for getting things done, uniquely expressing the forward thinking of Tucker. The symbol now represents accuracy and speed which is the staple in distribution. This logo encompasses our future, the strength of our team and who we are. It s time to pound our chest and let it be known we are world-class. PAGE 2

3 TIME LINE IN 1967 ED STARTED A SMALL BUSINESS SELLING MOTOR OIL OUT OF THE TRUNK OF HIS CAR. With his unrelenting drive and hustle he quickly grew the company. After several mergers and acquisitions he acquired a company by the name of Rocky Cycles. Over the next 50+ years Tucker became a leading distributor in the powersports industry ONE NAMEONE FAMILY PAGE 4

4 18 Next DISTRIBUTION CONTENT & SEGMENT SALES MARKETING CUSTOMER SERVICE day delivery to 75% of the US Portfolio of 500+ brands Specialized sales force of 0+ reps 7,000 dealers signed up for marketing s 55+ dedicated customer service reps by region 98.16% of orders ship same day Helmet and Apparel, Offroad, ATV/UTV, Metric/Street, V-Twin, Core Long-term focused Team Selling Model 1 million impressions per month for Tucker.com website banners 11,000 followers on Facebook and 5,000 followers on Instagram TODAY WE ARE A WORLD-CLASS LEADER IN THE DELIVERY OF POWERSPORTS PRODUCTS TO OUR DEALER NETWORK and the services we offer to both our brand partners and dealers is unrivaled. Tucker is everything from distribution, sales and customer service to marketing, advertising and brand building. As we embrace changes in our industry, we lead the pack with innovation. One of our many strengths is our ability to build strong relationships and come together as a family. While staying true to our humble beginnings, we move forward to a faster, more powerful Tucker! PAGE 6 WE ARE. ONE NAME, ONE FAMILY. DELIVERING THE MOST POWERFUL BRANDS IN POWERSPORTS.

5 THE LOGO TD IUCKER STRI BUTOR A ER, MODERN, FRIENDLIER VERSION OF OUR PAST ROCKY 18 CREATING A LOGO THAT ENCOMPASSED WHO WE ARE WAS THE MOTIVATION. THE INITIAL LOGO DESIGN COMPLETELY CHANGED WHEN Rocky was dropped from the a wide array of possibilities. Actual powersports company name. Just Tucker has undeniably been Exploring many different logo designs led us to pay a adopted as standard use when referring to our company tribute to By taking the notion of a friendly, yet and resonates with our audience. After establishing a impactful t we pushed it further and flipped it on it s final name, logo development moved forward with three head. The strength is now represented in the capitalized distinct directions (bold, abstract, symbolic) exploring T while our friendly demeanor is shown in the name. traits such as audacity and speed were incorporated. T U C K E R P OWE RS P O RTS 2 0 PAGE 8 D IST RIBU TO R

6 LOGO APPLICATIONS Our new logo is bold. A single T silhouetted by a bright cherry red demands attention like the unparalleled brands and services we provide our customers. It is what keeps us ahead of the competition. Similar to the points leader in a motocross race, our logo helps our company stand out in any market. A need for speed is the lifeblood of both powersports and distribution and is critical to the logo s new design. A dynamic slant and speed hatch mark in the T create the visual illusion of movement that represents the sublime feeling of freedom that we live and sell at Tucker. We love fast and we always strive to deliver our customer s orders on time. The uncapped tucker at the base of the logo contrasts with the aggressive Power T. It s friendly, young and inviting and represents our dedication to being a partner and a service provider to enthusiasts around the world. When placed on a dark or colored background the logo with a white box around it should be used never invert the logo. For the logo to stand out, there needs to be enough contrast for it to be seen. To determine whether to use the black or white logo, convert the background color to grayscale. If the resulting grayscale color is 40% black or less, use the black logo. TO DARK BACKGROUND RED BACKGROUND PAGE 10

7 OTHER LOGOS INCORRECT USE COMBO MARK 2 BRAND MARK Using the logo incorrectly can introduce confusion and inconsistency in the Tucker brand. The examples on this page illustrate some, but not all, potential misuses of the logo. DO NOT USE LOGO ON RED DO NOT USE IN TEXT Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud DO NOT INVERT LOGO DO NOT USE ANGLED LOGO LETTER MARK DO NOT MOVE SYMBOL PAGE 12

8 FONT Tucker s typeface is Barlow. It is used in headlines, subheads and body copy. This typeface was chosen because it s clean, strong and universal. Weights available include thin, extra light, regular, medium, semi BARLOW SEMI EXTRA SEMI EXTRA A B C D E F G H I J K L M N O P Q R S T U VWX 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 # $ %& * ( ) - + = [ ] bold, bold, extra bold, and black. Whenever possible Barlow should be used in presentations, s and any other written text that accompanies the logo. Barlow can be downloaded for free on Google Fonts. Contact our Graphics Department for questions about fonts. BARLOW SEMI CONDENSED SEMI EXTRA SEMI EXTRA A B C D E F N O P Q R S a b c d e f n o p q r s # $ %& * G H I J K L T U V W X Y g h i j k l t u v w x y 7 8 9!?. ( ) - + = [ ] M Z m z, BARLOW CONDENSED SEMI EXTRA SEMI EXTRA A B C D E F N O P Q R S a b c d e f n o p q r s # $ % & * G T g t 7 ( H I J K U V W X h i j k u v w x 8 9!? ) - + = [ L Y l y. ] M Z m z, PAGE 14

9 COLOR RED DK GREY LT GREY PANTONE 485 C PANTONE 7 C PANTONE COOL GRAY 10 C PANTONE COOL GRAY 1 C CMYK 0, 95, 100, 0 CMYK 38, 35, 33, 92 CMYK 40, 30,, 66 CMYK 4, 2, 4, 8 RGB 218, 41, 28 RGB 60, 57, 53 RGB 99, 102, 106 RGB 217, 217, 214 HTML DA291C HTML 3D3935 HTML 63666A HTML D9D9D6 PAGE 16