Guia Cannondale

T I M E
B R A N D
F O R C H A N G E
G U I D E L I N E S

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WE ARE FREE THINKING PEOPLE.

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WE DEFY CONVENTION TO REMOVE BARRIERS TO RIDING.

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OUR PURPOSE IS YOUR EXPERIENCE.

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OUR PRODUCT IS YOUR RIDE.

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WE ARE FREE THINKING PEOPLE.

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The new identity helps give Cannondale its personality. It is challenging,
distinctive and emotive. However, the new identity can only make a positive
impact if it is used consistently and correctly.
This new brand guideline document has been developed to provide a
complete understanding of the new Cannondale identity. It shows how to
correctly implement the new design elements on bicycles, products, digital
content, and on all marketing deliverables and physical collateral. Here is a
simple guide to what we say and mean in this document.

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Should - “When setting the wordmark against an image, each
side should have spacing that is at least (but not limited to)
half of the width of the wordmark.”
Must - “When setting the wordmark over images it must
be easy to read. Where necessary, subtly manipulate areas of
the image to increase legibility of wordmark. In this example
the image has been graded to ensure there are no highlights
interfering with the wordmark.”
Must – to indicate an element or action that is mandatory.
Should – to indicate an element or action that is recommended as best practice.
Some examples of guidance used in this guide are below.
L A N G U A G E U S E D I N T H I S G U I D E

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Usage
Misuse
Secondary Titles & URL
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Stationery
Event Applications
Merchandise
Presentation
Typography
Color Palette
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L O G O
C O L L A T E R A L
T E C H N I C A L D E T A I L S
Third-party Logos
Co-branding & Sponsorship
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Style & Tone 70
Styles & Examples
Video Plates
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Single-page Ad
Double-page Ad
Email Template
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Custom Artwork
Usage
P A I R I N G S
W R I T I N G
P H O T O G R A P H Y & V I D E O
A D V E R T I S I N G
P L A T F O R M S I G N A T U R E S

Logo
U S A G E
M I S U S E
S E C O N D A R Y T I T L E S & U R L

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L O G O
Our wordmark is the bastion of our brand – combining
Cannondale’s unique provenance and contemporary aesthetics,
our wordmark is immediately recognisable, it sets the tone and
ties everything together.

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L O G O

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L O G O — R E G I S T E R E D T R A D E M A R K
The Cannondale word is a registered trademark. The
wordmark should always appear with the registered
trademark symbol as part of the logo unless the
symbol is too small to produce in print or similar.

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L O G O — U S A G E
It can only appear in either black or white, and either
horizontally or vertically. We prioritize setting it horizontally,
and only set it vertically when absolutely necessary. It can
never be treated in color, or set at an angle.

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X
Y
Y
Y
Y Y
When used in any format, the Cannondale wordmark
must have sufficient space around it – a minimum of the
wordmark’s height, marked here as ‘Y’.

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L O G O — M I S U S E
The wordmark defines the cleanliness, structure and
sophistication of our brand. It must not be altered in any way.
Do not blur the wordmark.
Do not add a drop shadow
to the wordmark.
Do not flip the wordmark.
Do not rotate or shear the wordmark.
Do not stretch or warp
the wordmark.
Do not outline the wordmark.
Do not colorize the wordmark.
Do not duplicate, stack, or fade
the wordmark.

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It is important to use correct size ratio and location for
the secondary title: the height of the secondary title is
one seventh of the wordmark height (Y). It is always
positioned below the wordmark by one half of the
wordmark’s height.
L O G O — S E C O N D A R Y T I T L E S & U R L
Y
Y / 2
( M I N I M U M 5 P T )
Y / 7
F A C T O R Y R A C I N G
When pairing a secondary title with the Cannondale
wordmark, we use Space Mono Regular in upper case,
center-aligned with the secondary title at a maximum of
three words.

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Examples of single, double and triple-word
secondary titles.
B I C Y C L E S
F A C T O R Y R A C I N G
T A I C H U N G P R O D U C T P R E S E N T A T I O N

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When placing a secondary title or URL beside the
wordmark, set it vertically allowing both elements to share
the same baseline. The space is equal to the ascender
width on the letter “L”. The length of the secondary
title or URL should not exceed double the height of the
wordmark.
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Y 2
( M A X )
(
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P
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)

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However, when a URL is extended and contains a slug,
or extension, it should be set horizontally below the
wordmark using the secondary title sizing rules.
C A N N O N D A L E . C O M / R O A D

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Alignment of the wordmark should adhere to this grid
of placement areas. When positioning the wordmark,
consider the scale in relationship to the surrounding items
and the background (image, tone, photograph, et al).

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Examples of center, left and right alignment.

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When it comes to positioning the wordmark within an artwork, always
consider the final size of the overall outcome – is it a website banner, a
magazine ad, or a wall installation at a trade show or bike shop?
Priority should be given to the scale of the wordmark in proportion to
the framing around it – a billboard might use a relatively small wordmark
compared to the overall size. Whereas, a web advertisement may use a large
wordmark compared to the size of the banner reproduced on a screen.
W E B B A N N E R A D
7 3 0 X 9 0 P X
W E B B A N N E R A D
2 0 0 X 2 6 5 P X
B I L L B O A R D A D
4 8 X 1 4 F T

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When setting the wordmark over images it must
be easy to read. Where necessary, subtly manipulate areas
of the image to increase legibility of wordmark. In this
example the image has been graded to ensure there are
no highlights interfering with the wordmark.

Technical Details
T Y P O G R A P H Y
C O L O R P A L E T T E
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T E C H N I C A L D E T A I L S
Our use of both typography and color is simple and
impactful. Personality permeates our sophistication
without being overwhelming.

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S P A C E M O N O R E G U L A R
S P A C E M O N O B O L D
Favorit Light
Favorit Regular
Favorit Bold
T E C H N I C A L D E T A I L S — T Y P E F A C E S
Cannondale uses two distinct typefaces, Favorit and
Space Mono. Favorit is used for headlines and body copy,
while Space Mono is only used for small technical details,
CTAs, and complementary copy. We only use these
typefaces in either black or white, not color.

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T E C H N I C A L D E T A I L S — T Y P E S C A L E
Favorit Title Lg
Favorit Title Md
Favorit Title Small
Favorit XX Large
Favorit X Large
Favorit Large
Favorit Medium
Favorit Small
F a v o r i t
F a v o r i t
F a v o r i t
F a v o r i t
F a v o r i t
F a v o r i t
F a v o r i t
F a v o r i t
B o l d
B o l d
B o l d
L i g h t
R e g u l a r
R e g u l a r / L i g h t
B o l d / R e g u l a r / L i g h t
B o l d / R e g u l a r / L i g h t
Favorit is the primary font for Cannondale. Always
observe the relationship between the font size
and font weight.

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S U B H E A D
L I S T
E Y E B R O W
S P A C E M O N O
S P A C E M O N O
S P A C E M O N O
R E G U L A R
R E G U L A R
R E G U L A R / B O L D
Space Mono is the secondary font for Cannondale –
and all text in this font is to be in upper case only.
Always observe the relationship between the font
size and font weight.

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P R I M A R Y T I T L E
F A V O R I T B O L D
E Y E B R O W
S P A C E M O N O R E G
I N T R O P A R A G R A P H
F A V O R I T R E G
P R I M A R Y C T A
F A V O R I T B O L D
S E C O N D A R Y C T A
S P A C E M O N O R E G
In this example of the website homepage, the font styles have been combined in the
design to create moments that are both traditional and quirky. The eyebrow header
(in Space Mono) sits vertically alongside the oversized headline (in Favorit Bold) to
create contrast. Further down the page, Favorit and Space Mono are matched in size
to create a visual distinction between primary and secondary CTA buttons.

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Traction &
performance
MORE INFO
T E C H N I C A L D E T A I L S — T Y P E E X A M P L E S
It’s mud
season
Bikes built to handle a
grueling cyclocross circuit.
H
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Modern trail
geometry
The Habit puts the rider in the
right position for when the
trail heads up, and gets the
saddle down low and out of the
way when it’s time to get down.
Example of fonts used together, such as in
printed materials and cannondale.com.

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T E C H N I C A L D E T A I L S - C O L O R P A L E T T E S
Our color range is divided into two separate palettes;
primary and secondary.

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The clean, minimal nature of our primary palette generates instant impact.
T E C H N I C A L D E T A I L S — P R I M A R Y C O L O R P A L E T T E

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T E C H N I C A L D E T A I L S — P R I M A R Y C O L O R P A L E T T E
H E X : # F F F F F F F
R G B : 2 5 5 , 2 5 5 , 2 5 5
P A N T O N E : N / A
H E X : # 1 1 1 1 1 1
R G B : 1 7 , 1 7 , 1 7
P A N T O N E : B L A C K C
H E X : # 0 0 B B 3 1
R G B : 0 1 8 7 4 9
P A N T O N E : 2 2 7 1 C
C M Y K : 7 4 0 8 5 0
The foundation of our visual identity is black and white
and is used boldly throughout the brand. Green is a
heritage color and used as an accent – green is never
the dominant color.

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Our imagery defines our secondary palette. These secondary
colors are pulled directly from our products and our photography
and are utilized as backdrops to disrupt white space.
T E C H N I C A L D E T A I L S — P R O D U C T C O L O R P A L E T T E

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# F 2 4 C 3 B
# E B B E 8 0
# 2 7 7 8 9 0
# D 6 D 2 C 4
# 0 0 7 7 C 8
# 5 2 D 2 B C
# 5 D 4 1 C 7
# E 0 E 7 2 1
# 8 B A A 9 9
# F F B 3 A B
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
1 5 %
Here are examples of secondary colours pulled from the
core product paint pallet; these have the potential to
change each year.

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Examples of secondary colors spot selected from our
product photography. In these specific examples the spot
colour has been paired with cropped product photography.
S P O T : # F 2 4 C 3 B
S P O T : # A 3 A C A C
S P O T : # 2 E 2 E 2 E

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Examples of secondary spot color usage utilized within
both print and digital merchandising moments.
S P O T : # 2 B 2 B 2 B

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H A B I T
Carbon 3
When displaying a full, uncropped image of the product,
the spot-color pulled from the frame is lowered to
10 - 15% opacity.
1 0 0 %
S P O T : # 0 0 6 2 8 3
1 5 %

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Example of a secondary spot color pulled from a
photograph, replacing the exclusive use of white as a
background color in print or digital assets.
1 0 0 %
S P O T : # C 2 4 D 4 0

Platform signatures
C U S T O M A R T W O R K
U S A G E

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P L A T F O R M S I G N A T U R E S - C U S T O M A R T W O R K
Platform signatures create a unique identity through
custom artwork. This gives our bikes genuine character
and personality and we use it on all available assets and
applications in addition to the bike.

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P L A T F O R M S I G N A T U R E S - U A S G E
Here is an example of how a platform signature is applied
to the bike – in this case, a Habit.
HABIT

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P L A T F O R M S I G N A T U R E S - U S A G E
HABIT
Here is an example of how a platform signature is applied
to the bike – in this case, a System Six.

Collateral
S T A T I O N E R Y
E V E N T A P P L I C A T I O N S
M E R C H A N D I S E
P R E S E N T A T I O N

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C O L L A T E R A L
All of our collateral maintains our brand
image at all times; minimal, forward
thinking, emotive and impactful.

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C O L L A T E R A L — B U S I N E S S C A R D
The back of the business card combines a 75% grey
and a glossy Cannondale®
wordmark.

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C O L L A T E R A L — B U S I N E S S C A R D
Both employee name and job title are written in title caps.
When a job title exceeds four words or does not fit on a
single line, always use a line break making the second line
of text the shortest.
Tina Turns
Director of Operations and
Business Development
+ 1 ( 9 8 7 ) 0 9 8 - 0 9 8 1
D A V E . S M I T H @ C Y C I N G S P O R T S G R O U P . C O M
R 1 C O M M E R C E P A R K , F R O M E

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C O L L A T E R A L — L E T T E R H E A D
The Cannondale®
address is listed in the top left corner,
while the wordmark sits in the bottom left.

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C O L L A T E R A L — E N V E L O P E
On the back of the envelope, a narrative block module
is incorporated as a design element, and represents a
relevant brand story. This narrative is dynamic and can be
rewritten whenever necessary.

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C O L L A T E R A L — T E N T & F L A G S
The cannondale®
wordmark is the primary focus – with
sufficient breathing room. A tent design should be printed
on all 4 sides, alternating sides should use the same
design with the colors inverted. Flags are to be printed in
black or white.

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C O L L A T E R A L — T R A N S P O R T V A N
The cannondale®
wordmark is the primary focus – while contrast is created
with half-and-half split design, wrapping around the vehicle. The top half
of the vehicle should contain the wordmark offset but still adhering to the
clear space rules. Any logo applied to a vehicle must have the secondary
title explaining the purpose of the vehicle. ie. TEAM, DEMO or just general
BICYCLES.
B I C Y C L E S
B I C Y C L E S

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Platform signature art can also be incorporated into livery
graphics, scaled and cropped onto the sides
of vehicles

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C O L L A T E R A L — M E R C H A N D I S E
There are two types of garment design; wordmark and
platform signature. Wordmark garments are available
in two designs; black on black and black on white, as
illustrated here.

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Platform signature garments feature the unique artwork
relating to a platform. They vary in colour and design. The
platform art must not be combined with the wordmark,
the wordmark should apprear small on the rear near the
neck or on the arm.

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C O L L A T E R A L — P R E S E N T A T I O N
T I T L E S L I D E
C O N T E N T S L I D E
I M A G E S L I D E D A T A S L I D E
B I C Y C L E S L I D E
P R O D U C T S L I D E
P L A T F O R M S L I D E 1
C O N T E N T S L I D E
There is a Cannondale branded PowerPoint template
that also contains a series of default slides to enable
employees to populate product, sales and marketing
information. See page92 for download info on template
and fonts.

Pairings
T H I R D - P A R T Y L O G O S
C O - B R A N D I N G & S P O N S O R S H I P

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Where subsidiary logos are used for product endorsements
and reviews they should be kept discreet and must never
challenge the Cannondale®
logo or headline. They are always
kept monochrome.
P A I R I N G S — T H I R D - P A R T Y L O G O S

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2 8 P X
X
2 X
1 0 0 % O P A C T I T Y
2 5 % O P A C T I T Y 2 2 P X
The size of third-party logos on printed media must never
exceed the height or opacity of the cannondale® logo.
They must also maintain distance from the cannondale®
wordmark – at least 2x the length.

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P A I R I N G S — C O - B R A N D I N G & S P O N S O R S H I P
The cannondale® wordmark should always be priority,
exclusive cannondale® gear visible at a glance. All
product endorsement, collaborations and sponsorship
must go through our Sports Marketing & Events Manager
for clearance and approval.

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Our writing is human and accessible. It has an
exciting, warm personality that motivates and inspires.
We avoid sterile or cold terminology in our
story-telling, in order to inject character, purpose and
life into our products.
W R I T I N G — S T Y L E & T O N E

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Turn yourself loose
A racing bike that kicks, corners and climbs so well
it’ll bring out another side of you.
J E K Y L L
There is a separate comprehensive copy guidelines document available.
See page 92.

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Keep firing
A road bike built to endure — and to build endurance.
S Y N A P S E
There is a separate comprehensive copy guidelines document available.
See page 92.

Photography & Video
S T Y L E S & E X A M P L E S
V I D E O P L A T E S

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Our photo & video content is warm and intimate.
Rather than feeling distant and separated from the
riders, you feel connected. We avoid potentially
intimidating imagery, but use competitive imagery to
inspire riders. The brand’s minimal nature allows our
content to carry even more weight and impact.
P H O T O G R A P H Y — S T Y L E S & E X A M P L E S

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P H O T O G R A P H Y — S T Y L E S & E X A M P L E S
We utilize two styles of photography:
In the Wild and Studio.
S T Y L E 1
S T Y L E 2
In the Wild
Studio

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P H O T O G R A P H Y — I N T H E W I L D E X A M P L E S
Examples of In the Wild photography placing a premium
on the joy rider, emotion and comradery.

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P H O T O G R A P H Y — I N T H E W I L D E X A M P L E S
Examples of In the Wild photography placing a premium
on the joy rider, emotion and comradery.

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P H O T O G R A P H Y — S T U D I O E X A M P L E S
Examples of studio photography in which the product sits
cleanly against a single block of color or infinity backdrop,
free of distractions.

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V I D E O — F R O N T P L A T E
The front plate, or thumbnail is a graded still image which
represents the video. Be mindful of areas to avoid for
any logo placement as pre-set UI or text elements (i.e.
YouTube play button or video title) may get in the way.
A V O I D
V I D E O P L A Y E R T I T L E A R E A
A V O I D
V I D E O U I A R E A
C A N N N O N D A L E W O R D M A R K
S E T I N B O T T O M L E F T C O R N E R
S T I L L - I M A G E F R O M V I D E O .
I F I N C O R P O R A T E D O N C A N N O N D A L E . C O M ,
B E M I N D F U L O F S U R R O U N D I N G D E S I G N .

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V I D E O — E N D P L A T E
When a video ends, it will hard cut to the end plate, which
includes the cannondale®
wordmark set against black or white.

Advertising
S I N G L E - P A G E A D
D O U B L E - P A G E A D
E M A I L T E M P L A T E

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Our advertisements are simple and focused,
with few key elements on the page. The
sophisticated simplicity of our brand allows
the lifestyle and product to sell itself.
A D V E R T I S T I N G

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A D V E R T I S T I N G — S I N G L E P A G E A D

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A D V E R T I S T I N G — D O U B L E P A G E A D ( S O P )

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A D V E R T I S T I N G — D O U B L E P A G E A D

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A D V E R T I S T I N G — E M A I L T E M P L A T E
Deconstructed product email template. Note that here,
we have substituted Favorit with Helvetica Neue Light
due to email template limitations.
S E C O N D A R Y C O P Y
B O D Y C O P Y
C T A
P R O D U C T S T U D I O I M A G E R Y
W O R D M A R K
P R O D U C T N A M E

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C A N N O N D A L E C R E A T I V E , A P P R O V A L P R O C E S S
Cannondale Creative takes commercial requirements and transforms
them in to visual solutions that always fit the philosophy, image and
outlook of the Cannondale brand at every touchpoint. It recreates a
group of visual standards through the manipulation of color, typography,
sound, image and text. The first solution is not always the best.
Explore. Quickly edit ideas. Be creative.

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Cannondale Global Marketing will provide access to all key assets via two sources:
1. The Widen Collective (DAM) dorelrl.widencollective.com
or
2. The Percolate site percolate.com
These assets include imagery, video, advertising campaigns, social content, copy,
vehicle branding, outdoor event collateral, brochures and swag. Please use current ad
campaigns only.
It is important that regional designers use those assets strictly as they appear, or
in a slightly modified format, (i.e. regional translation or resizing for specific print
applications or different page sizes) before creating any new assets.
In the event that another type of creative asset is required, and in order to maintain the
integrity of the Cannondale brand identity, we ask that all designers consult and follow
the brand guidelines before producing any new sales and marketing tools.
Creative Assets
C A N N O N D A L E C R E A T I V E

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All new creative must be submitted for approval as follows:
Submit a PDF proof for approval along with the creative brief via WorkFront
workfront.com/login to:
Robbin May, Art Director – Cannondale Global Creative Services
Please allow a minimum of 5 business days for a response – proofs will subsequently receive
one of the following advisories:
Approved.
Approved with Changes.
Proof will contain comments for changes needed, but does not need to be resubmitted.
Not Approved.
Proof will contain comments for changes needed and should be resubmitted as a new version in
WorkFront, or clarity on why the submission is not approved to move forward.
Any questions should be directed to
Robbin May robbin.may@cyclingsportsgroup.com
203 845 830
C A N N O N D A L E C R E A T I V E
Approval Process

Guia Cannondale

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