2. BRAND GUIDELINES
02
2. FOREWORD
- OUR MISION AND VALUES
Mission:
Bring innovation and technology to urban athletes/people
Core Values:
Quality, innovation, team work, international
- Quality: the brand take pride in everything she do and she make
- Innovation: central to the success of the brand
- Team work: working collaboratively towards common goals
- International: global expansion
1
3. BRAND GUIDELINES
02
2. FOREWORD
- OUR BRAND: THE SKATAIR BRAND
Definition of the brand | Introduction:
Skatair is created through the partnership of two giant brands, BMW and NIKE, Titans of
innovation and technology.
Skatair is more than a brand: is a new urban experience, a new concept of sport.
After years of investigation, Skatair launches its innovative vision of skateboarding: a skate
with a propulsion system and the creation of skateparks specific indoors for the use of this
product.
2
4. BRAND GUIDELINES
02
2. FOREWORD
- OUR BRAND: THE SKATAIR BRAND
Brand attributes | Brand personality:
Skatair brand speaks for the costumers, for the lovers of the sports, for the energy and
urban people.
Our personality traits reflect who we are and how we act, and make us stand out among
other urban sports brands.
We are young, powerful, urban, energetic, inspiring and rebellious.
-REBELLIOUS: We went out of the estabilished standards to provide customers with
the latest technology
- POWERFUL: we are full of vitality to achieve our goals
- ENERGETIC: we are full of energy to fight for our mission
- INSPIRING: we break the routine of the sport, we create a new and inspiring
concept of the skate
- YOUNG: youthful and fresh character
- URBAN: we are lovers of urban life and sport
3
5. BRAND GUIDELINES
02
2. FOREWORD
- WHAT WE STAND FOR
Skatair was founded to increased the excitement to the traditional urban sport of
skateboarding, to bring innovation and technology to urban people.
With the technological innovations and advances in materials, it was necessary a
reinvention of the skateboarding sport.
Skatair provided to the lovers of the skate a new experience: the adrenaline to practice their
favourite sport in the air.
- IMPORTANCE OF BRAND IDENTITY
A brand identity is important for several reasons:
- Brand identity is the element which identifies our company and our products.
- Brand identity transmits the personality of the brand.
- A brand affects what your audience, clients and prospects believe about you from a
visual perspective. Itโs the โvisual first impressionโ of the company.
- A brand itโs the simplest way to communicate to your customers and audience that
trusted experts are enhancing their experience about the skateboarding sport.
4
6. BRAND GUIDELINES
02
3. NOMENCLATURE
We are SKATAIR, a company that was born from the idea of applying technology to the
sport.
The justification for this name is simple:
- The idea comes from the union of words SKATE and the element in which the
object moves: AIR.
- Besides, phonetically SKATEAIR have strong similarities to the name given to the
person who practices skateboarding: SKATER.
Our brand is synonymous of innovation and effort.
We created a new concept of urban sport for the enjoyment of consumers and athletes.
We are proud of our brand, so our products and services will be avaliables next year with
the same name.
5
7. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- SYMBOL
The symbol of our brand is a minimalist design
which represents a skateboard. This skateboard
is not a traditional skate, instead of wheels has
propellers.
The symbol is rotated -4.1 degrees.
6
- TAGLINE
The tagline has the function of promoting
our brand, our products and be known by
consumers.
Our claim is: THE UNLIMITED SKATE
Itโs a claim that transmit innovation for this new
brand: sell a idea of a new skate without limits, a
new way to skating.
8. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- LOGOTYPE
The SKATAIR brand logo is a combination of a
symbol (the skate) with the name of the brand.
The logo is the cornerstone of our visual identity.
In logo form the symbol and the name of the
brand should always be spaced and aligned as
shown in these guidelines.
To maximize the impact and recognition of
our logo, acceptable configurations and color
choices are limited.
7
The logo should not be recreated from scratch or altered, as the unique relationships between the
logotype and symbol are difficult to match.
The logo must be reproduced from quality, high-resolution digital files available at
www.theunlimitedskatair.com/brandguidelines/logo
9. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- CLEAR SPACE AROUND
Itโs necessary to determine the โclear spaceโ around the logo, to make it stand out.
The recommended spacing surrounding the logo is the minimum distance that is required
between the logo and any other visual element such as text, illustration, photography, borders, etc.
8
10. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- LOGOTYPE VARIATIONS
The full color version is preferred, followed by the one-color version, and lastly, the black or
white version.
It is appropriate to use the monochrome version only when size degradation and print
resolution are factors โ such as a small logo on a fax form.
9
11. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- LOGOTYPE AND TAGLINE
A tag line is a catchy and memorable phrase
associated with a product, campaign or
business.
A tag line should reinforce the overall brand
personality and positioning statement:
THE UNLIMITED SKATE ยฎ
โThe unlimited skateโ is the tag line for
SKATAIR brand.
10
This claim reinforces our mission: applying technology to the sport and eliminate the traditional
limits, to bring innovation and technology to urban people.
The tag line may accompany the logo.
The trademark symbol must accompany the tag line when it is used without the logo.
12. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- LOGOTYPE AND SYMBOL
The version with de symbol is preferred.
It is appropriate to use the without symbol
version only when size degradation and print
resolution are factors โ such as a small logo
on a fax form.
11
13. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- LOGOTYPE SIZES
The logo must be sized proportionally and as a group (skateboard and brand name).
When reproducing the logo, the minimum sizes for the logo are as follows:
12
14. BRAND GUIDELINES
02
4. BRAND IDENTITY ELEMENTS
- INCORRECT USAGE OF ELEMENTS
To preserve the integrity of the Skatair brand, care must be taken to ensure correct and
consistent use in every application.
Altering, distorting or redrawing the Skatair logo in any way weakens the power of the brand
and what it represents.
Examples:
-Do not reposition logo components.
-Do not change the degrees
13
15. BRAND GUIDELINES
02
5. COLOR
- BRAND COLOR SYSTEM
The SKATAIR logo colors are composed by neutral colors and a secundary color.
The brand name is written in black color letters, except for the letter T, which is in blue
colour for a greater visual impact.
Highlights this letter about the others since the peculiar form of this letter reminds us of a
skatepark wallrides. With this letter weget greater identification of the logo withthe world of
urban sports
The meaning of the colors transmits our personality and values:
- Blue: cleanliness, strength, dependability, coolness
- Black: power, strength, elegance, formality, rebellion, and sophistication.
14
17. BRAND GUIDELINES
02
5. COLOR
- INCORRECT USE OF COLOR
Is important to not change the colors of the SKATAIR brand, to preserve the integrity of the
brand.
Examples:
- Do not change the colors of the logo by other shades of the same color,
- Do not highlight from other color any letter that is not the letter T
- Do not change the colors of the logo by other colors or different
16
18. BRAND GUIDELINES
02
6. TYPOGRAPHY
Typography is a basic element in the brand identity
- TYPEFACE FAMILY
The fonts used for the logo and the tagline are san-serif.
The san-serif fonts transmit modernity, joy and safety.
They have fine strokes and are appropriate for large letters to be seen from a distance and
suitable for viewing on a computer screen :
- The Coolvรฉtica font is used within the Skatair logo.
- For the tagline of Skatair is used the Bebas font.
17
19. BRAND GUIDELINES
02
6. TYPOGRAPHY
- SUPPORTING TYPEFACES
For the publications, brochures, direct mail, correspondence, presentations, etc. is used the
Arial typeface.
18
