02 WE ARE EVERYDAY ADVENTUREWEAR BORN FROM NEW ENGLAND CHARLES RIVER APPAREL
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1 BRAND GUIDELINES
2 02 WE ARE EVERYDAY ADVENTUREWEAR CHARLES RIVER APPAREL BORN FROM NEW ENGLAND
3 OUR STORY 03 EVERYDAY ADVENTUREWEAR BORN FROM NEW ENGLAND It all started with a rain jacket in not just any rain jacket, but one we believed in from its purpose to its performance. A rain jacket so inspired by our New England roots it later became known as The New Englander. You see, for people like us who call New England home, the weather isn t something we just get through, it s a way of life - it s something we embrace, own, and grow to love. We love the way it strengthens our spirits, teaches us to roll with the punches, and encourages us to appreciate the beauty in nature s variety and uncertainty. If anything, the weather teaches us all a valuable lesson: you never know what the day has in store. Whether it s our daily commute, a walk on campus or a weekend getaway, every minute of every day is its own adventure. While there s excitement in these spontaneous everyday adventures, it s being prepared for the unplanned that allows us to make the most of every moment. For over 30 years, we at Charles River Apparel have expanded beyond that first rain jacket, fine-tuning our collection of stylish designs and high-quality materials to equip and prepare you for your own everyday adventures. BRAND GUIDELINES
4 04 TABLE OF CONTENTS WHO WE ARE LOGOS TRADEMARKS COLORS BRAND VOICE IMAGERY IMAGE COPYWRITE
5 1983 LOGO EVOLUTION 05 C unit 2018 The logo for Charles River Apparel represents the core of our brand, tradition, heritage, strength and teamwork - while it has evolved over time, it still represents the company s core brand 2015 C unit is the minimum clear space needed around the logo - use the C in the word CHARLES as a guide for clear space - at any given size, the height of the letter C in CHARLES represents the clear space needed around the logo - however 2x C unit is preferred for ideal clearance around the logo BRAND GUIDELINES
6 06 LOGO DO S & SECONDARY LOGO S DO use CRA Logo in CRA Navy (CMYK: 100, 84, 31, 17) or black on white always DO use the CRA Logo in knockout on CRA Navy (CMYK: 100, 90, 48, 48) CHARLES RIVER APPAREL DO use the CRA Logo in knockout on clean image background SECONDARY LOGO CHARLES RIVER CARES Use CRA Cares Logo when applicable for philanthropic events.
7 LOGO DO NOT S 07 DON T add any unapproved background textures or treatments DON T use unapproved colors for the CRA Logo, navy and black only DON T use CRA Rower only as graphic element or when at small sizes DISTRIBUTOR DON T add your name to lock up or create your own version of CRA Logo DON T use CRA Logo on imagery that is busy or where contrast is low DON T put a drop shadow on the CRA Logo DON T stretch or distort the CRA Logo in any way shape or form DON T rotate or flip the CRA Logo for any reason, graphic or other DON T make the words and CRA rower different colors BRAND GUIDELINES
8 08 TRADEMARKS TRADEMARKS: The trademarks of Charles River Apparel, not only represent the quality, innovation, and excellence of Charles River Apparel, they also represent the high caliber of our styles. As a result the trademarks of Charles River Apparel are an extremely valuable resource, and a critical component of our brand and should be used properly. Always use Proper Trademarks when advertising Charles River Apparel CHARLES RIVER POWER 10 NEW ENGLANDER CHARLES RIVER APPAREL NOR EASTER BOUNDARY FLEECE CHARLES RIVER SPORT PACK-N-GO EVOLUX CHARLES RIVER APPAREL TEAMPRO TOPSHIELD
9 COLORS 09 PMS 289 C CMYK: 99, 84, 45, 51 RGB: 10, 34, 64 HEX: # (for web) PMS 299 C CMYK: 81, 18, 00, 00 RGB: 00, 160, 223 HEX: #009FDF (for web) PMS 428 C CMYK: 23, 17, 17, 00 RGB: 195, 198, 200 HEX: #C3C6C8 (for web) 100% BLACK 80% BLACK 60% BLACK SECONDARY COLORS can be pulled in limited situations from imagery when appropriate or necessary to communicate a unique or special message. Secondary colors should work with or compliment the primary CRA palette and can be used for graphic elements such as typography. BRAND GUIDELINES
10 010 TYPOGRAPHY VOLVO BROAD ABCRADEFGHIJKLMNOPQRSTUVWXYZ is a bold but inviting typeface with subtle rounded corners that is great for display type, headlines, and product names FUTURA STD ABCRADEFGH IJKLMNOPQR STUVWXYZ abcradefgh ijklmnopqr stuvwxyz is a hard working typeface that is great for sub-headlines and body copy - use all caps, mixed case, or lowercase in bold, heavy and book weights ARIAL CHARLES RIVER APPAREL ABCRADEFGHIJKLM NOPQRSTUVWXYZ abcradefghijklm nopqrstuvwxyz in cases where Futura Std is unavailable Arial is a great option and very web friendly - use all caps, mixed case, or lowercase in bold and regular weights
11 BRAND VOICE 11 TIMELESS COMPASSIONATE GIVING CLASSIC PASSIONATE INTELLIGENT OPEN HONEST QUALITY COMFORT TRADITION FUN COMMITTED BRAND VOICE These words represent a brand voice, they set a tone for where the brand has been, where it is now and where it will go - they should act as a filter for any outwardly facing language - ask, are we speaking with our brand voice, our core values in mind? Does this sound like us? BRAND GUIDELINES
12 12 IMAGERY ADVENTUROUS AND SPONTANEOUS without being extreme outdoor action IMAGERY TELLS STORY about the little adventures that make every day special PHOTOGRAPHY IS BEAUTIFUL and very environmental to show New England charm CHARLES RIVER APPAREL CROPS AND POSES show less face looking to camera allowing viewer to inject themselves into the scene
13 IMAGERY COPYWRITE 13 MUST HAVE PHOTO CREDIT MUST BE PASSWORD PROTECTED MUST HAVE THE CRA WATERMARK CANNOT REMOVE OR CROP OUT WATERMARK ONLY IMAGES FROM 2019 CATALOG THAT ARE SUPPLIED TO CUSTOMERS ON THE WEBSITE CANNOT BE USED IN A CUSTOMER S CAMPAIGN THAT DOES NOT SUPPORT CHARLES RIVER APPAREL SHARE WITH MKT@CHARLESRIVERAPPAREL.COM FOR FINAL APPROVAL OF USAGE ALL CUSTOMER USAGE MUST BE APPROVED MUST TAG JESSICA SCRANTON ON SOCIAL MEDIA AND CREDIT HER WHEN USING IMAGES WITH APPROVAL. INSTAGRAM TAG FACEBOOK YOU WILL NEED ADD HER FIRST AND THEN TAG JESSICA SCRANTON MODELS/POSES express confidence and appeal BRAND GUIDELINES
14 THANK YOU
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