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Brand Guidelines

Introduction

Our corporate identity has two main functions. The first function is to communicate with our customers as a visual message. Secondly, being a graphic statement its a visual message that tells people who we are and sets us apart from our competitors. By adhering to the rules outlined in this guide you help reinforce the consistency of the Hippo brand, in building familiarity and trust for our customers.

Consistency plays an important part of Hippo and its one of our key values, something our customers have come to expect from the service we offer and the products we sell.

Hippo Logos

icon

logotype

The main Hippo logo contains two elements; the logotype and icon. In normal usage they are held together as a single image which will sit at the top-right hand corner of any corporate literature, (see stationery page).

The logotype part of the logo has been specifically designed for hippo and is unique. The Icon is used to help people identify and symbolise Hippo. The shape is a stylised hippo.

By applying the corporate colours it has a sense of ownership to the Hippo brand.

Hippos brand also contains another logo which incorporates a support strapline, the power behind the player. This has been created using a typeface called Swiss.

Swiss is a family of fonts which is used throughout the Hippo brand. The light condensed version is used for the supporting strap line as well as any body copy.

Finally, the logotype on its own. This would be used in the manufacturing of golf clubs, for example when the logo is stamped into the actual metal of the club.

Exclusion Zones

The logotype should be used with an area of clear space around it which is free from all graphic elements, such as text. This area is known as the Exclusion Zone and is calculated by the height of the letter H as shown.

Logo Variations and Colours

Pantone

CMYK

Hippo red PMS 485 c-0 m-100 y-100 k-0 r-100 g-0 b-0 (cmyk converted)
Reversed Mono

Hippo black PMS black 6 c-100 m-35 y-0 k-100 r-0 g-0 b-0 (cmyk converted) Ultimately, the Hippo logo should be reproduced as a two colour graphic. When two colour application is not possible, the logo can be reproduced in CMYK, black or white. To guarantee consistent colour matching, the Pantone Matching System must be used as the visual standard. Just as the Hippo logo and typeface assist in developing the corporate identity, colour plays an integral role in expressing Hippos personality. Our primary corporate colours are Pantone 485 and Pantone black 6. Please Note: Wherever possible the print should reflect the pantone references. Although the CMYK values can be used for magazine advertising etc. For all Web applications, it should reflect the RGB colour references. There should never be any other variations of these logos. There should never be any drop-shadows or other effects to manipulate the logos in any way.

Typefaces

Typography plays an important role in communicating tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Hippo communications. The following typefaces should always be used for printed materials associated with Hippo.

(1)

Swiss Condensed BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Swiss Bold Condensed BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Compacta Bold BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

(2)

Please note that these fonts are used for marketing communications pieces. When using in-house documents such as memos, faxes, etc., it is acceptable to use fonts that are widely available on all computing platforms, for example Arial.

(3)

Hippo Logos

Within the Hippo Brand there are four other sub brands. These consist of:

Hippo Club Branding

When applying the brand onto golf clubs the Hippo logo that is de-bossed on the head should be the logo above. No other variations are acceptable. The de-bossed logo should be positioned as follows.
Back view

Side view

20mm

Actual size of logo to be de-bossed

The positioning of this number/letter should appear as shown in the graphic opposite.

Swiss Bold Condensed BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789


Top view

The number/letter that represents the club identification must appear in the Swiss Bold Condensed typeface (shown below).

Hippo Club Branding

When applying the brand onto the grips the logo used is the reversed out version. On the tip of the grip, logo used is the icon and logo type.

Hippo Golf Bag Branding

When applying the Hippo brand onto golf bags the logo to be used is the white version. No other variations are acceptable.

Brand Guidelines

Howson Branding

The Hippo brand also incorporates the Howson brand.

Exclusion zone

Logo variations Pantone

Colour references

CMYK

Howson blue PMS blue 286 c-100 m-66 y-0 k-2 r-0 g-7.7 b-6.4 (cmyk converted)

Mono

Reversed

Please Note: The rules that apply to the Hippo guidelines also apply to the Howson branding. This includes the choice of typefaces.

Howson Golf Bag Branding

When applying the Howson brand onto golf bags the logo to be used is the white version. No other variations are acceptable.

Howson Club Branding

When applying the brand onto golf clubs the Howson logo that is de-bossed on the foot should be the logo above. No other variations are acceptable. The de-bossed logo should be positioned as the graphic on the right shows. The number/letter that represents the club identification must appear in the Swiss Bold Condensed typeface (shown below). The positioning of this number/letter should appear as shown in the graphic opposite.

Swiss Bold Condensed BT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Top view