LOGO USAGE GUIDELINES
LOGO USAGE GUIDELINES
REV. 11.13.2015
The purpose of these guidelines is to provide a clear understanding of usage of the Savage logo. This document provides the necessary tools to convey a consistent image. As with all brands, adherence to these guidelines in all communication pieces — internal or external—is essential to building and maintaining the integrity of the Savage brand.
THE SAVAGE LOGO Primary Logo
The Savage logo is our most important visual asset. The Savage logo should appear on all consumer-facing Savage merchandise, advertising, support material. The Savage logo consists of the stylized “S” icon and the “Savage” logotype. It is perfectly acceptable to use the icon without the logotype. However, the Savage logotype (just the name “Savage” or “Savage Arms”) should not be used with-
Alternate Logos
out the accompanying “S” icon.
PREFERRED VERSIONS It is acceptable to use any of the packaged logo combinations. However, the main version of the logo depicts the “S” icon to the left of the word Savage. When possible, use this variation. The Savage logotype (just the name “Savage” or “Savage Arms”) should not be used without the accompanying “S” icon.
Brand Colors
SAVAGE VS. SAVAGE ARMS
Primary Logo
The Savage Arms logo is reserved for corporate communications and applications where legal requirements stipulate use of the full corporate name. For most applications, the Savage (no “Arms”) should be used.
Alternate Logo
THE SAVAGE ICON Right-reading Icon
Down-reading Logo (only acceptable in conjunction with logotype)
Do Not Rotate Icon
RGB Social Media Icons (ideal spacing and no ™ so that they reproduce properly onscreen)
When using the Savage “S” icon with no logotype, the S should be right-reading. The full logo may also be rotated 90 degrees clockwise, so that it reads downward. The Icon by itself should never be rotated. SOCIAL MEDIA There are also packaged versions of the Savage “S” icon to be used for social media profile pictures, avatars and other square or round uses. The full Savage logo (with logotype) should not be used for social media applications where the Savage brand name will be displayed next to the profile picture (like on Facebook, Twitter or similar sites).
CLEAR SPACE AND MINIMUM SIZING Please refer to the diagrams to understand proper clear space and minimum sizes for logo placement.
MINIMUM LOGO SIZES
0.75”
0.25”
UNACCEPTABLE APPLICATION The Savage logos are carefully integrated units. Do not alter them in any way by: • splitting icon and logotype apart
Do not split icon and logotype apart
Do not change logo proportions
Do not change logo alignment
Do not outline logo
Do not stretch logo
Do not skew logo
Do not use logotyope alone
Do not change logo colors
• Changing logo proportions • Changing logo alignment • Outlining logo • Skewing or stretching logo
PLACING LOGO ON PHOTOS The Savage logo should always be easy to read and should always feel like the savage brand. This means that it is perfectly acceptable to use the savage logo on backgrounds that provide high-contrast or match the brand colors. Some general guidelines: • Putting the logo on photographic back-
Do NOT place logo on image areas that provide little contrast
DO place logo on image areas that provide strong contrast
Do NOT place logo on image areas that are busy/complex
DO place logo on image areas that provide strong contrast
grounds will work perfectly well, as long as the area where the logo is being placed is generally light or dark, and has minimal visual noise. For example, don’t use a black version of the logo over a dark green photo of a forest
BRAND COLORS SAVAGE RED The official colors for Savage are PMS 186 (red), black and white. The Pantone® Matching System (PMS) colors and their
PANTONE (PMS)
PRINT
SCREEN
CSS
186 C
CMYK: 12/100/92/3
RGB: 207/10/44
rgb(200, 16, 46);
equivalent CMYK process colors and web colors have been included to accommodate all vendors. Always communicate
BLACK
these correct colors to vendors. The printing of black and white can be somewhat subjective based on different
PANTONE (PMS)
PRINT
SCREEN
CSS
Pantone Black C
CMYK: 40/30/30/100
RGB: 0/0/0
rgb(0, 0, 0);
PANTONE (PMS)
PRINT
SCREEN
CSS
N/A (no ink)
N/A (no ink)
RGB: 255/255/255
rgb(255, 255, 255);
substrates. If you want to adjust the richness of the black, talk to your printer about having some drawn-downs made before choosing a different CMYK mix. For all promotional items (in-store displays, banners, decals, etc.) exhibitions (trade show booths, shooting events, etc.) and all product packaging (gun boxes, hangtags, owner’s manuals, etc.) use of the corporate colors is mandatory. Use of corporate colors is not mandatory for the ornament of, or choice of, the colors of Savage products, advertising materials, invoices, etc.
WHITE
LOGO COLOR COMBINATIONS
APPROVED TWO-COLOR COMBINATIONS
The acceptable color combinations for the Savage logo are depicted here. Color combinations not depicted here should not be used.
APPROVED ONE-COLOR COMBINATIONS
REV. 11.13.2015
The purpose of these guidelines is to provide a clear understanding of usage of the Savage logo. This document provides the necessary tools to convey a consistent image. As with all brands, adherence to these guidelines in all communication pieces — internal or external—is essential to building and maintaining the integrity of the Savage brand.
THE SAVAGE LOGO Primary Logo
The Savage logo is our most important visual asset. The Savage logo should appear on all consumer-facing Savage merchandise, advertising, support material. The Savage logo consists of the stylized “S” icon and the “Savage” logotype. It is perfectly acceptable to use the icon without the logotype. However, the Savage logotype (just the name “Savage” or “Savage Arms”) should not be used with-
Alternate Logos
out the accompanying “S” icon.
PREFERRED VERSIONS It is acceptable to use any of the packaged logo combinations. However, the main version of the logo depicts the “S” icon to the left of the word Savage. When possible, use this variation. The Savage logotype (just the name “Savage” or “Savage Arms”) should not be used without the accompanying “S” icon.
Brand Colors
SAVAGE VS. SAVAGE ARMS
Primary Logo
The Savage Arms logo is reserved for corporate communications and applications where legal requirements stipulate use of the full corporate name. For most applications, the Savage (no “Arms”) should be used.
Alternate Logo
THE SAVAGE ICON Right-reading Icon
Down-reading Logo (only acceptable in conjunction with logotype)
Do Not Rotate Icon
RGB Social Media Icons (ideal spacing and no ™ so that they reproduce properly onscreen)
When using the Savage “S” icon with no logotype, the S should be right-reading. The full logo may also be rotated 90 degrees clockwise, so that it reads downward. The Icon by itself should never be rotated. SOCIAL MEDIA There are also packaged versions of the Savage “S” icon to be used for social media profile pictures, avatars and other square or round uses. The full Savage logo (with logotype) should not be used for social media applications where the Savage brand name will be displayed next to the profile picture (like on Facebook, Twitter or similar sites).
CLEAR SPACE AND MINIMUM SIZING Please refer to the diagrams to understand proper clear space and minimum sizes for logo placement.
MINIMUM LOGO SIZES
0.75”
0.25”
UNACCEPTABLE APPLICATION The Savage logos are carefully integrated units. Do not alter them in any way by: • splitting icon and logotype apart
Do not split icon and logotype apart
Do not change logo proportions
Do not change logo alignment
Do not outline logo
Do not stretch logo
Do not skew logo
Do not use logotyope alone
Do not change logo colors
• Changing logo proportions • Changing logo alignment • Outlining logo • Skewing or stretching logo
PLACING LOGO ON PHOTOS The Savage logo should always be easy to read and should always feel like the savage brand. This means that it is perfectly acceptable to use the savage logo on backgrounds that provide high-contrast or match the brand colors. Some general guidelines: • Putting the logo on photographic back-
Do NOT place logo on image areas that provide little contrast
DO place logo on image areas that provide strong contrast
Do NOT place logo on image areas that are busy/complex
DO place logo on image areas that provide strong contrast
grounds will work perfectly well, as long as the area where the logo is being placed is generally light or dark, and has minimal visual noise. For example, don’t use a black version of the logo over a dark green photo of a forest
BRAND COLORS SAVAGE RED The official colors for Savage are PMS 186 (red), black and white. The Pantone® Matching System (PMS) colors and their
PANTONE (PMS)
SCREEN
CSS
186 C
CMYK: 12/100/92/3
RGB: 207/10/44
rgb(200, 16, 46);
equivalent CMYK process colors and web colors have been included to accommodate all vendors. Always communicate
BLACK
these correct colors to vendors. The printing of black and white can be somewhat subjective based on different
PANTONE (PMS)
SCREEN
CSS
Pantone Black C
CMYK: 40/30/30/100
RGB: 0/0/0
rgb(0, 0, 0);
PANTONE (PMS)
SCREEN
CSS
N/A (no ink)
N/A (no ink)
RGB: 255/255/255
rgb(255, 255, 255);
substrates. If you want to adjust the richness of the black, talk to your printer about having some drawn-downs made before choosing a different CMYK mix. For all promotional items (in-store displays, banners, decals, etc.) exhibitions (trade show booths, shooting events, etc.) and all product packaging (gun boxes, hangtags, owner’s manuals, etc.) use of the corporate colors is mandatory. Use of corporate colors is not mandatory for the ornament of, or choice of, the colors of Savage products, advertising materials, invoices, etc.
WHITE
LOGO COLOR COMBINATIONS
APPROVED TWO-COLOR COMBINATIONS
The acceptable color combinations for the Savage logo are depicted here. Color combinations not depicted here should not be used.
APPROVED ONE-COLOR COMBINATIONS
