Julian is a 14 zears old SCCA racer from the United States. With his carreer taking off early, he needed a professional visual apperance and the early steps into the world of marketing, how it really works. He turned to me for advice.
BRANDING BIBLE FOR JULIANThe purpose of this document......is to be the first step for you to build a brand around your name. Succesful and great brands have enire strategies howto do it. This is the foundation. It guides you through the most important thoughts, which help you create a professional,authentic and badass representation of you to the world.You will read about many things, which all have their purpose in the big puzzle. Breaking it into pieces gives you adetailed explanation of each one of them. Enjoy.
CONTENTS01 Vision, Mission, Values02 Brand Voice & The Real Deal03 The Logo04 „The Breathing Room“05 Legibility06 Colors07 Fonts08 Big No-Nos09 A Couple More Things10 The Golden Rule
Some Things To Define First...WHAT DO I STAND FOR?This is a part, which helps you define who you are and what you stand for. Summarizing these points will help youconnecting with your audience, and sending a clear, authentic message with everything you communicate.VISION MISSIONVision is s long-term goal you have set for yourself, This one defines your „fundamental purpose“and strive to achieve. succinctly describing why you do what you do to achieve the vision.It outlines what you want to be. It is a long-term viewand concentrates on the future. It can be a source For Example: To inspire others out there, sharingof inspiration also. the same passion for racing to pursue their dreams and to make it happen.For Example: To become a professional (F1) racerone day.VALUESValues are the beliefs driving you through your carreer. They give you a framework for your decisions you make alongthe way. These can be whatever you feel are the most important things, influencing you.For Example: discipline, loyalty, sacrifice, creativity, innovation, etc.
Some Things To Define First...WHAT DO I STAND FOR?BRAND VOICE & TONALITYBrand Voice, or Tonality means in what way you communicate with the outside world. It defines the language andtone you hit in videos, pictures, online presence, eveything. With that, people will have a strong, defined sense for theidentity of Julian Garfield.Capture your attitude. Are you a fighter, who never gives up? Are you the leader? Are you the underdog amongst theadults?With that, you will find your VOICE. The way you want to talk to the world. Is it bold, daring, or polite and reserved?Edgy and innovative or conservative and safe?THE REAL DEAL.When going through these questions, the most important thing is: YOU. Your personality should be the ultimatefoundation for everything, instead of any kind of created or staged image. Do not think about what other people wouldlike to see or hear. Be you, and live it. Communicate it.Authenticity is the key for succesful brands. Putting out the real You will attract loyal and dedicated fans and partnerswho are just like you.
THE LOGOYour introduction to the world is through this logo. It is the visual representation of who you are and what you stand for.It is not to be altered or modified in any way. Changing it would break the consistency and unity of the visual apperanceand it would damage the value of your brand. JULIAN GARFIELD RACINGINSPIRED BY...Make sure that people will know about its inspiration and the connection to help brand recignition in the long run.
SPACEMake sure that the logo has always room to „breathe„. This guide here should help you, what is the minimun spaceyou should leave when designing a layout on any surface.It is important to keep it legible, clean and recognizable.At least the size of the „J„ should be left on each side, which is scaled with the logo itself. (If you make it bigger, orsmaller, the „J„ gets bigger or smaller with it.) J J JULIAN GARFIELD RACING J J J
JULIAN GARFIELD RACING JULIAN GARFIELD RACINGLEGIBILITYYou will notice that sometimes different backgrounds willchallenge your logo‘s visibility. The set of your brand colors JULIAN GARFIELD RACING JULIAN GARFIELD RACINGgives you a range to make sure that the logo can be adjustedto the given surface.As long as there is sufficient contrast, you are good. Thisdepends on your personal judgement whether the black orthe white text and signature renders the highest contrast.Here are some examples to show you how it works. JULIAN GARFIELD RACING JULIAN GARFIELD RACING JULIAN GARFIELD RACING JULIAN GARFIELD RACING
COLORS HSV 1 92 89 HSV 167 4 100 HSV 250 17 14 HSV 228 3 76 HSV 355 61 88 RGB 226 23 19 RGB 246 255 253 RGB 30 29 35 RGB 188 189 193 RGB 224 88 100 CMYK 0 90 92 11 CMYK 4 0 1 0 CMYK 14 17 0 86 CMYK 3 2 0 24 CMYK 0 61 55 12 LAB 48 71 56 LAB 99 -3 8 LAB 11 2 -4 LAB 77 0 -2 LAB 56 54 21 HEX E21713 HEX F6FFFD HEX 1E1D23 HEX BCBDC1 HEX E05864Proper color application is essential to maintain your consistency in branding.These are your brand colors. It is a family of colors, they are in harmony in every combination you want to use them.It also helps you to reproduce them on different materials or surfaces.The numbers are color codes, which refer to different output methods you can come across. These codes make surethat every time your branding is reproduced, you get the same colors and the same look. The two most important onesare RGB and CMYK. The difference is:RGB is used mostly on electronic screens. Meaning websites, e-mail signatures, photo watermarks, etc.CMYK is typically used in printing. Either a flyer, appering in the newspaper, prnted stickers, etc.Screens and printing methods can be very different though. HSV, LAB and HEX are less used standards, but somettimesthey are specifically asked for. They are here in case you need them.
FONTS HELVETICA INSERAT BQ REGULARThe Helvetica font family is the basis ofyour branding. The main type, HELVETICAINSERAT BQ REGULAR - which also 1234567890appears in your logo - symbolizes speed,youth and the masculin sport of racing. abcdefghijklmnopqrstuvwxyzIt is great for headlines or to communicate ABCDEFGHIJKLMNOPQRSTUVWXYZimportant messages, and get the attantion. HELVETICA REGULARMany times you will need text body for longerparagraphs, or a secondary line after the 1234567890main message. The HELVETICA REGULAR abcdefghijklmnopqrstuvwxyzis a good, matching font, from the samefamily. It gets less attention, is not that bold, ABCDEFGHIJKLMNOPQRSTUVWXYZbut sometimes this is what you need. HELVETICA CE BOLDA third option is HELVETICA CE BOLD.Use it to highlight important details, or 1234567890differentiate headlines from your logo fontwhen necessary. It will still get the attention abcdefghijklmnopqrstuvwxyzwithout the boldness of the the main font. ABCDEFGHIJKLMNOPQRSTUVWXYZ
WHAT NOT TO DO WITH YOUR LOGOTo ensure consistency and long-term brand recognition, do not alter or modify your logo. Here are some commonways, the logo can get „mistreated.„ DO NOT ALTER THE COLOR DO NOT ANGLE THE LOGO DO NOT MAKE THE BRAND SUBTLE RAC I NG JULIAN GARFIELD RACING GA R FI E LD JULIAN GARFIELD RACING J U LIAN DO NOT STROKE THE LOGO DO NOT SEPARATE THE TEXT DO NOT DISTORT THE LOGO JULIAN GARFIELD RACING JULIAN GARFIELD RACING JULIAN GARFIELD RACING DO NOT FILL WITH A GRADIENT DO NOT FILL WITH JUST ANY COLOR DO NOT SCALE SEPARATE LOGO ELEMENTS JULIAN GARFIELD RACING JULIAN GARFIELD RACING JULIAN GARFIELD RACING
A Couple More ThingsPHOTOGRAPHYWhen communicating with images, make sure that PHOTOGRAPHY CHECKLISTthe quality is always there. This mean clear and highdefinition photos, capturing you in an authentic way. Did you or your team take the photo? If not,Personality is part of the image, let it come through in a do you have the permission and/or copyrightway that you feel comfortable with. to use it?Photos are great tools to tell stories with. Make sure to Are third party trademarks visible? Do youlive and breathe your story, which is easy when it has want them to be visible? (Sponsors vs. yoursuch an authentic and natural one like yours. competitors)Stay true to it and let the photos and videos emphasize Have the people in the photo approved it forit for you. commercial use?KNOW YOUR AUDIENCEBefore putting a communication material together, always think about who you want to engage. Sponsors, fans or otherprofessionals in the industry require different details and tone to get engaged. Make sure that you use a language andinsights they unterstand, while still staying true to your personality.
The Golden Rule... STAY CONSISTENTConsistency is key. Once you have adapted the colors, fonts and message, try to stick with them.A unified and consistent brand apperance is strong and burns into the audience‘s mind quickly.
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