Hunter brand guidelines

BRANDGUIDELINES

2009

These guidelines serve as a reference tool and are to be used in conjunction with the formal marketing approval process* at Hunter.

If you require clarification on any brand identity issues please contact the marketing team at [email protected].

Thank You

The Marketing Team at Hunter Boot Ltd

THEHUNTERBRAND GUIDELINES

*approval of artworkAll artwork containing the visual identity of the Hunter brand, or Hunter product imagery must be approved by the marketing team. Please email pdf format files to [email protected] for approvals. Please allow up to 2 working days for approval.

Hunter is an iconic brand of which we are very proud. We maintain a consistent brand image and visual identity globally. In order to help you conform to our policy, we have compiled these Hunter brand guidelines.

The aim of our guidelines is to provide information and clarification on all brand identity matters. This will ensure that our visual identity remains consistent worldwide and instantly recognisable.

HUNTER BRAND GUIDELINES

CONTENTS06-11 HUNTER LOGO12-13 HUNTER EMBLEM14-17 ROYAL WARRANTS18-19 HUNTER PRINT20-21 COLOUR PALETTE22-29 TYPOGRAPHY30-35 TONE OF VOICE36-37 BRAND PROTECTION38-49 IMAGE STYLE

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CRAFTEDHAND

HUNTER LOGOThis is the Hunter trade mark. It is bold and iconic – much like the Hunter brand. Our logo mixes strong typography with our corporate palette to create a powerful mark that is both timeless and instantly recognisable.

To ensure our logo is always used to its full potential there are a few simple rules to follow detailed within this section.

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HUNTER LOGO The logo should be applied to all Hunter communications as the main identifier of our brand. It should be used in a clear, considered manner to ensure legibility.

16mm

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MINIMUM SIZE The Hunter logo should appear strong and visible and therefore it cannot be used below the minimum size of 16mm.

LOGO BACKGROUNDS The Hunter logo should only appear on black or white backgrounds where possible. Exceptions to this rule will only be made in the cases of product design and photographic imagery.

HUNTER BRAND GUIDELINESHUNTER LOGOHUNTER EMBLEMROYAL WARRANTSHUNTER PRINTCOLOUR PALETTETYPOGRAPHYTONE OF VOICEBRAND PROTECTIONIMAGE STYLE


The Hunter logo is a registered trade mark and must not be altered or modified in any way.

All packaging and advertising bearing the Hunter logo should include the Hunter trade mark line in order to identify that it is a property of Hunter Boot Limited. This should read “HUNTER is a trade mark of Hunter Boot Limited. (c) 2009 Hunter Boot Limited.”

The logo consists of the word Hunter together with a red frame. The logo is never to be used without the red frame.

The logo features the corporate palette consisting of black, white and Hunter red (PMS 185).

The logo can be obtained in digital format from the marketing team at Hunter, contactable at [email protected].

All logo usage is subject to the approval process* at Hunter.

HUNTER LOGO

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MONOTONE HUNTER LOGO

EXCLUSION ZONE

Our logo is an integral part of our heritage and must never be altered. To protect the integrity of the Hunter logo we have created an exclusion zone that no other graphic elements should encroach upon. The size of this zone is defined by the height of the ’H’ of the intended mark. The depth should be equal top and bottom and also on both margins.

EXCLUSION ZONE ROYAL WARRANTS

The Royal Warrents must be positioned above the logo using HALF the height of the Hunter ‘H’ as a guide (this height determines the exclusion zone around the logo). They should also be positioned centrally to the width of the Hunter logo.

The H height exclusion zone should also be observed above and around the Warrants as well.

The combined width of the Royal Warrants is always half the width of the Hunter logo. Please use the layout example as a guide to proportions.

Warrants should be 50% of logo width

To maintain consistency on marketing communications the following guidelines must be adhered to when typesetting the logo.

On rare occasions when colour printing is not an option a monotone version of the logo may be applied. This logo version is only to be used when four colour process printing is not available and subject to permission from the marketing team. Examples of this may include black and white newspapers, adverts or trade press.

UNACCEPTABLE LOGO APPLICATIONSThe Hunter logo is an integral part of our brand that should remain clear and consistent at all times. To ensure our logo is kept sacred there are specific rules that should never be broken.

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DO NOT DISTORT THE LOGOThe Hunter logo is a registered trade mark and no attempts should be made to distort, stretch or modify it’s proportions.

DO NOT CROP THE LOGO The Hunter logo should always be centred along the vertical line where possible. If aligned left or right it must never be cropped and should appear fully visible and in its entirety.

DO NOT USE COLOUR BACKGROUNDS The Hunter logo appears on a white background. No attempts should be made to modify the logo. Exceptions to this rule will only be made in the case of product design and photographic imagery.

in collaboration with

BRAND Xin collaboration with

BRAND XDO NOT MAKE ADDITIONS TO THE LOGOThe logo is complete in itself. Under no circumstances must additional items be placed within the logo frame.

DO NOT OMIT THE RED FRAMEThe Hunter logo consists of the word Hunter, the outer frame and the corporate palette. Under no circumstances must the outer frame be omitted.

HUNTER EMBLEMAs a brand Hunter has an amazing history spanning back over 150 years. To celebrate this heritage we have developed the Hunter emblem.

Originally known as the North British Rubber Company, Hunter was registered as a company in Edinburgh during September 1856. During this period the ‘NBR’ used a thistle motif as their emblem to emphasise the Scottish roots within the company.

The Hunter emblem today is a modernised, simplified version of this original mark. Subtly linked to a genuine milestone in the Hunter history, the new emblem defines our heritage and strengthens our position as a luxury brand.

• All emblem usage is subject to the approval process* at Hunter.

USING THE HUNTER EMBLEMThe Hunter emblem may be used to support the Hunter logo, it does not replace it.

It may be used in conjunction with the logo on materials such as packaging (boot boxes) and used in product design as a design detail and brand identifier (embroidered badges, button design, etc).

The Hunter emblem should always feature the date which is central to the brand heritage. The exception is when it is used as a minute detail in product design where the date would be illegible.

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HUNTER EMBLEM

HUNTER EMBLEM NO DATE

MINIMUM SIZE

MINIMUM SIZE

16mm

8mm



ROYAL SEAL OF APPROVALThe Royal Warrants have been awarded to Hunter in recognition of their services to HM The Queen and HRH The Duke of Edinburgh.

The Royal Warrants are highly sought after as they demonstrate excellence and superior quality. They are a valuable brand asset and a great endorsement to our brand heritage.

• The Royal Warrants should be used in general Hunter brand communications where possible.

• The Royal Warrants should be used on black or white backgrounds and grouped together, side by side as shown.

• All Royal Warrant usage with regard to the Hunter brand name is subject to the approval process * at Hunter.

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USING THE ROyAL wARRANTSHunter recommend that you refer to ‘www.royalwarrant.org ’ for rules of use when using the Royal Warrants. There are however some simple rules outlined on this page.

• The Royal Warrants must never be used without the accompanying descriptive text, positioned as shown.

• The Royal Warrants must never be stacked one on top of the other.

• A Royal Warrant should not be duplicated in any field of vision (an example of this would be on a carrier bag where the Royal Warrants were placed on the front and repeated along the gusset of the bag).

• The Royal Warrants cannot be used on co-branded collateral as they have been awarded to Hunter only and cannot be used to endorse another brand.

• All Royal Warrant usage with regard to the Hunter brand name is subject to the approval process * at Hunter.

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HUNTER BRAND GUIDELINESHUNTER LOGOHUNTER EMBLEMROyAL wARRANTSHUNTER PRINTCOLOUR PALETTETYPOGRAPHYTONE OF VOICEBRAND PROTECTIONIMAGE STYLE

Never use the royal warrants without the accompanying text

Never stack the royal warrants, they must appear side by side


HUNTER PRINTThe Hunter print is inspired by the red frame of the logo. Combining the frame with an equally weighted double line creates a distinctive, ownable pattern that can become as recognisable as the logo itself.

The Hunter print is a design feature of Hunter products, used in various sizes and colours, most noticeably on boot linings.

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BLACKPantone Process BlackC40 M40 Y40 K100R0 G0 B0

wHITEC0 M0 Y0 K0R255 G255 B255

HUNTER REDPantone185C0 M90 Y75 K0R238 G64 B67

CORPORATE COLOURSThe Hunter Primary colour palette is bold and simple - based around our iconic logo. The majority of our brand communications use only the corporate colours of white, black and Hunter red (PMS 185).

• When designing brand communications the main colours should be either black or white and the Hunter red should serve as a highlight.

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SECONDARy COLOURThe Hunter secondary colour cool grey, works primarily as a tint when colouring the Royal Warrants or the emblem when working on black backgrounds. It may also be used to complement the primary palette in brand communications.

COOL GREyPantone Cool Grey 10C0 M2 Y0 K60R128 G126 B130


CORPORATE COLOURSThe corporate colours are those used in the logo. The main colours of all communications will be black or white and the Hunter red can be used as an accent to emphasis specific details.

HUNTER TyPEFACESThe Hunter brand employs two typefaces: Akzidenz Grotesk which is a modern san serif and Hercules which is a more traditional serif. The juxtaposition of these two typefaces creates tension when used together and reflects both the contemporary and historical roots of our brand.

Note: When setting type for the web the two headline fonts should be used as placed files - for live text Helvetica or Times New Roman can be used.

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HUNTER BRAND GUIDELINESHUNTER LOGOHUNTER EMBLEMROYAL WARRANTSHUNTER PRINTCOLOUR PALETTETyPOGRAPHyTONE OF VOICEBRAND PROTECTIONIMAGE STYLE

Akzidenz Grotesk Super ABC abcde 1234

Akzidenz Grotesk Extra Light ABC abcde 1234

Hercules MediumABD abcde 1234

Hercules Medium Text ABD abcde 1234

Akzidenz Grotesk Super, Headline Copy

Akzidenz Grotesk Light, Functional Body Copy

Hercules Medium, Headline copy

Hercules Medium Text, Brand Body copy

HUNTER HEADLINESThe combination of the two Hunter typefaces are extremely important to our brand and how we communicate.

Akzidenz Grotesk Super provides a bold, contemporary feel to the brand whilst Hercules Medium offers an elegant and more traditional edge to our typography.

It is by putting these two contrasting styles together that creates an impact when we speak and provides a powerful typographic style that Hunter can own.

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CREATING ICONIC HUNTER HEADLINESWhen writing Hunter headlines use a combination of Akzidenz Grotesk Super and Hercules Medium, both in uppercase. The combination works well to accentuate the duality of the Hunter brand, the fashionable and the functional and creates a powerful tension in our typography with the traditional and modern.

Akzidenz Grotesk Super can be used on top or underneath Hercules Medium when creating headlines. When using these typefaces the letters should be kerned closely together with the leading set tightly so the words sit closely together. There is no a set rule for this so the type will have to be set individually according to use. Some examples of our typography are contained within this document.

ESTABLISHED

1856OF APPROVALROYAL SEAL

HUNTER BODY COPYHunter have two typefaces for use in body copy.

For emotive brand stories such as press releases, marketing collateral, point-of-sale materials etc, Hercules Medium Text should be used.

When writing more factual and functional information, such as product descriptions, trade catalogues, price lists etc, Akzidenz Grotesk Extra Lightshould be used.

As with our headline fonts, we have two typefaces to use when laying out body copy.

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Emotive brand copy in Hercules Medium TextOur History ‘The first Hunter Wellington boot emerged courtesy of American entrepreneur Henry Lee Norris who set up the famous rubber footwear factory in Scotland. Ever since then, we’ve been mastering the art of making Wellington boots, introducing revolutionary technology, the best new materials and a unique process that improves the boot’s performance under the toughest conditions. Apart from that, we’ve stayed true to the original principles established over 150 years ago.’


Informative body copy in Akzidenz Grotesk Extra LightThe Hunter Original sets the benchmark for our boots. When it was first launched it broke all established rules: lightweight, neat fitting and above all, comfortable. It is now a symbol of British life. The Hunter Original boot can still put in a hard day’s work (or play), doing the job for which it was designed.

Hunter Body Copy TypefacesHercules Medium Text should be used when talking about the Hunter brand. For example, press releases, marketing, promotional materials, etc. Akzidenz Grotesk Extra Light is used for informative body copy. For example, product specifications, care instructions, etc.

Note: Both of these typefaces are set to auto leading and 0 kerning when in use.

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ROYAL SEAL OF APPROVAL

A MARK OF EXCELLENCEIn 1977, HRH The Duke of Edinburgh awarded Hunter his Royal Warrant and then in 1986, we were privileged to be granted a warrant from HM The Queen.ESTABLISHED

1856OUR HISTORYThe first famous Hunter wellington was seen back in 1856 when Mr Henry Lee Norris, an American entrepreneur, landed on Scottish soil in search of a rubber company.

We’ve been mastering the art of welly making ever since, introducing revolutionary technology, the best new materials and we have invented a special, secret process that makes a boot that can be relied on to perform under the toughest conditions for years. But other than that we’ve stayed true to the original foundations set over 150 years ago.

HUNTER TyPOGRAPHy IN PLACEShown above are two examples of Hunter typography in use. The colours within the spreads are either majority black or white utilising the Hunter red as the highlight colour. On both spreads the headline is contained on the left hand side using both Hunter headline typefaces.

The type is justifi ed centrally and scaled to align on each side - Hunter type can either be set like this or justifi ed right. Both headline typefaces are used as this is an essential part of our typography style. On the right hand side of both spreads, Hercules Medium Text is used as we are talking about the Hunter brand. Akzidenz Grotesk Super is used for headings.

On the right hand-side spread we have used a large ‘Q’ to make a typographic statement - the elegant nature of Hercules Medium allows us to use our typography in an editorial style which gives it a contemporary and fashionable edge.


HUNTER TALKThe way Hunter speaks is another integral part of our brand. We have our own way of talking that must be kept consistent across all our communications. An outline of the Hunter tone of voice is provided on this page.

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HUNTER STYLEAll Hunter communications use language that speaks clearly and directly to an intelligent, informed audience anywhere in the world.

The Hunter brand embraces all ages and the language will subtly change according to the audience of adults, teenagers or children, as will the visual imagery. The tone of voice will always be friendly and inclusive. Original ideas and experiences play a major part in the Hunter world and we like to share these with our audience in a playful, warm and engaging manner.

DIRECTINTELLIGENTINCLUSIVEENGAGING


When using English, Hunter language is in the third person using full sentences and punctuation, avoiding glib cliché, jargon and fashionable street talk. Hunter wants to break down barriers, not seclude people with language.

HUNTER TALKWe have addressed the Hunter tone of voice and the style in which we communicate. A more detailed account is shown on this page, giving a personal insight into the characteristics of the Hunter speaker.

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HUMOURIrony, wit and good-natured humour are hallmarks of the Hunter style. There is a cheeky Tongue-in-Cheek side to Hunter humour, it can be whimsical which is very British but never too slapstick or coarse in content. This would simply not be the Hunter image! DYNAMIC YET GROUNDEDHunter occupies an energetic and inspirational world, holding strong opinions yet open to new ideas. Life is an exciting mix of challenge and opportunity but Hunter remains grounded and in touch with the human side through community, family and friends. HUNTER VOCABULARY

INOriginal, adventurous, instinctive, eccentric, fun, colourful, urban, reliable, fashionable, personal, familial. Words such as cool, edgy and hip are used descriptively with reference to our product designs. OUTSlang, street talk, colloquialisms and swear words are strictly off limits!

WITTYHUMOROUSENERGETICINSPIRATIONAL


BRAND INTRODUCTIONSometimes there is a need to introduce the Hunter brand to colleagues and those who may not already know us. When introducing our brand you may find it helpful to use the following introductory copy.

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Hunter represents an aspirational lifestyle shared by people around the world. Whether your landscape is urban or rural, one true constant is Hunter’s unique attitude of elegant confidence and reliable performance.

The Company was founded in 1856 by Mr Henry Lee Norris, an American entrepreneur who landed on Scottish soil in search of a home for his boot making company. During the Wars our mills ran day and night to produce a sturdy boot suitable for the conditions in flooded trenches; consequently, the Hunter boot gained a trusted reputation and popularity.

Hunter is proud to have the rare honour of two Royal Warrants. That of HRH The Duke of Edinburgh was originally granted in 1977 and was followed by the Warrant of HM The Queen in 1986.

Today Hunter marries modern technology with traditional techniques, to offer hand crafted designs to a very diverse worldwide audience.

The current Hunter footwear range includes urban and country casual footwear and children’s boots. To see the full range, visit www.hunter-boot.com

TRADE MARK PROTECTIONThe Hunter logo is registered as a trade mark in many countries around the world and is a proprietary right owned by Hunter Boot Limited. It is therefore important that all Hunter packaging and advertising which bears the Hunter logo displays the correct trade mark notification in order to identify it as a trade mark owned by Hunter Boot.

• All items of packaging, advertising and editorial pieces which bear the Hunter name or the Hunter logo must include the Hunter trade mark statement: “HUNTER is a registered trade mark of Hunter Boot Limited.”

• Where an advertising piece runs to two or more pages, the trade mark statement should appear once on the final page. It is not necessary to include the statement on each page.

• In exceptional circumstances, it may be acceptable to remove the trade mark statement from a particular piece of advertising or editorial if this is desirable for aesthetic purposes. However, this must always be checked and approved by the Hunter Marketing team.

• Where the Hunter name is referenced within the body of a sentence, the opening H of “Hunter” should always be capitalised in order to distinguish it as a trade mark.

• All logo uses are subject to the approval process at Hunter*

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Hunter trade mark statement

36 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

www.hunter-boot.com

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LIFESTyLE PHOTOGRAPHIC IMAGERyTo showcase key Hunter products within our ranges, we have created lifestyle photographic imagery that is available for use in point-of -sale, advertising, PR, etc.

We have chosen a style that celebrates our use of colour and emphasizes the detail and craftsmanship of our designs. Selected styles and colours have been photographed against an equally bold coloured background, creating a simple yet powerful image.

These images are available for use from the marketing team at [email protected].

• Any usage of these images is subject to the approval process* at Hunter.

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HUNTER BRAND GUIDELINESHUNTER LOGOHUNTER EMBLEMROYAL WARRANTSHUNTER PRINTCOLOUR PALETTETYPOGRAPHYTONE OF VOICEBRAND PROTECTIONIMAGE STyLE


ADVERTISING TEMPLATES The following advertising templates have been designed by Hunter for use by suppliers, distributors and stockists. They are not final artwork but templates that need to be followed in order to create final artwork.

• These advertisement templates and high resolution imagery are available for use from the marketing team at [email protected].

• All advertisement layouts are subject to the approval process* at Hunter.

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Consumer Advertisement Templates

For Stockist Information Tel. 0131 240 3672

www.hunter-boot.com

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www.hunter-boot.com

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In association

with

www.hunter-boot.com

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www.hunter-boot.com

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www.hunter-boot.com

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This number will change depending on region or country


www.hunter-boot.com

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GREEN ORIGINAL

RED ORIGINAL RHS ORIGINAL wELLy POUCH VIOLET ORIGINAL BALMORAL *approval of artworkAll artwork containing the visual identity of the Hunter brand, or Hunter product imagery must be approved by the marketing team. Please email pdf format files to [email protected] for approvals. Please allow up to 2 working days for approval.

TRADE ADVERTISING For Trade advertising purposes, the lifestyle imagery can also be used. There is an address line where a distributor can place their office address and contact details.

This layout is also to be used for advertising trade show dates, where the address line can detail exhibition dates and locations.

This template may also be followed for trade show invitations, postcard style.

• These templates serve as a visual guide for the purpose of these guidelines. A detailed template to be followed in order to create artwork is available from the marketing team at Hunter at [email protected].

• All advertisement artwork are subject to the formal marketing approval process* at Hunter.

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Trade Advertisement Templates


www.hunter-boot.com

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www.hunter-boot.com

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In association

with

www.hunter-boot.com

© RHS Manufactured under licence of the RHS Registered Charity No 222879/SC03862636 Melville Street, Edinburgh, EH3 7HA Tel. 0131 240 3672

www.hunter-boot.com

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www.hunter-boot.com

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These address details will change depending on region or country, trade fair or other marketing activity


www.hunter-boot.com

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VIOLET ORIGINAL

RED ORIGINAL RHS ORIGINAL wELLy POUCH GREEN ORIGINAL BALMORAL *approval of artworkAll artwork containing the visual identity of the Hunter brand, or Hunter product imagery must be approved by the marketing team. Please email pdf format files to [email protected] for approvals. Please allow up to 2 working days for approval.

BRAND COLLABORATIONS From time to time Hunter may partner with third parties, collaborate with guest designers or associate ourselves with various charitable organisations. Where we do so, it is important to present the collaboration as a co-branded visual communication, allowing each brand to take its own place but in a united fashion.

A co-branded style advertisement may also be used when a stockist is advertising their own store but is keen to advertise the Hunter brand as a major brand they stock. • As mentioned before, where

another logo is presented the Royal Warrants must never be used as they have been awarded to Hunter only and are not allowed to endorse another brand.


• All advertisement artwork issubject to the formal marketing approval process* at Hunter.

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Co-Branded Advertisement Templates

Third party logo


In association

with

www.hunter-boot.com

© RHS Manufactured under licence of the RHS Registered Charity No 222879/SC038626

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QUARTER PAGE ADVERT

NEWSPAPER ADVERT

Nature of relationship


ADVERTISEMENT FORMATS All lifestyle imagery as shown on page 38 can be used for advertising purposes – consumer, trade or co-branded. These images will change in time and as they do these templates will be updated with new visuals and guidelines. Any of the formats shown can be recreated by simply following these templates.

• For formats beyond those shown please contact the marketing team at [email protected] for further instruction.


• All advertisement artwork is subject to the formal marketing approval process* at Hunter.

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Other Format Templates

DOUBLE PAGE SPREAD

QUARTER PAGE ADVERT


www.hunter-boot.com

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NEwSPAPER ADVERT


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PRODUCT IMAGERy When photographing Hunter boots we employ a Four View rule. We always shoot them from four angles: tilted, side profile from below, the sole and as a pair, side profile.

All Hunter boots need to be photographed in this manner to ensure consistency and to remain comparable within our image bank.

• These images are required for product detail and information purposes. They can be used for trade catalogues and documents that require detailed product specifications.

• These images are not for lifestyle, mood or advertising purposes.

• Product imagery is available for use from the marketing team, contactable at [email protected].

• All product imagery usage is subject to the approval process* at Hunter.


THE FOUR VIEw RULE

Tilted

The sole

As a pair, side profile


Side profile, shot from below

If you require further clarification on any of the content or indeed have questions regarding any brand identity issues not currently addressed in these guidelines, please contact the marketing team at [email protected]

These guidelines serve as a guide and reference tool, and are to be used in conjunction with the formal marketing approval process* at Hunter.

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HUNTER is a trade mark of Hunter Boot Limited. (c) 2009 Hunter Boot Limited.

ORIGINAL

STYLEBRITISH

Hunter brand guidelines

Documents

hunter logo12

hunter print20

hunter emblem14

word hunter

hunter communications

hunter product imagery

hunter red pms

hunter trade mark line