The document outlines brand guidelines for the 'xtreme' family, including specifications for the primary logo, color palettes for seven sub-brands, and packaging design standards. It emphasizes consistency in logo usage, graphic elements, typography, and iconography, while also providing detailed instructions for packaging layout and design elements. Management approval is required for any variations to the guidelines, ensuring brand integrity is maintained across all promotional materials.

1. BRAND GUIDELINES 2020
V1.7

2. PRIMARY LOGO
This is our primary logo, for all legal and promotional use as well as logo
markings for our line of products. The primary logo must have the text
“Digital Lifestyle Accessories” under the “Xtreme” to use ®.
The Product marking logo consist of the Xtreme wordmark along with
the “tm”, and can be applied as black, white or PMS Cool Gray 7C. “Digital
Lifestyle Accessories” is not used when applying logo as product
marking.
NOTE: Under no circumstances should the logo mark be altered in any
way. Approval from management should be sought if there are questions
pertaining to logo use.
PRIMARY LOGO
SECONDARY LOGO USE
PRODUCT MARKING LOGO
PMS COOL GRAY 7C
HEX: 97999B
RGB: 151 153 155
This portion of the “X”
logo can be can be
changed, depending on
use.

3. BRAND COLORS
There are 7 sub-brands within the Xtreme Family of Brands, each of which
having its own dedicated color palette. Sub-brands are color coordinated
using brand specific color gradients to help distinguish from one another.
In order to keep web and print presence consistent, color codes should be
pulled from the information below and should not be altered.
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 234 G: 29 B: 37
HEX: EC0014
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 83 G: 65 B: 154
HEX: 53419A
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 145 G: 145 B: 145
HEX: 919191
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 5 G: 62 B: 143
HEX: 053e8f
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 253 G: 183 B: 28
HEX: FCB71B
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 221 G: 80 B: 38
HEX: DD5026
PMS 373C
C: 21 M: 0 Y: 48 K: 0
R: 0 G: 171 B: 142
HEX: 00AB8C
Primarily black packaging with rainbow
pattern running along bottom of packaging.
PMS 2995 C
C: 83 M: 1 Y: 0 K: 0
R: 1 G: 55 B: 246
HEX: 019BF6
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 247 G: 243 B: 240
HEX: F7F3F0
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 169 G: 0 B: 21
HEX: A90015
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 39 G: 176 B: 254
HEX: 27B0FE
PMS 3546 CP
C: 2 M: 100 Y: 99 K: 4
R: 54 G: 4 B: 225
HEX: 3604E1

4. BRAND GRAPHICS
With each of the 7 sub-brands come unique graphic elements that help
them stand apart as their own category. Elements such as color,
background texture and call out badges help each sub brand to have its
own identity within the family of brands. Below are examples of how each
sub brand share similarities using the brand guidelines, yet are
distinguishable due to the use of distinct graphic elements.

6. There may be occasions where the use of a lifestyle image is needed to
adequately tell the story. When using lifestyle images for the front panel,
be sure that the focal point remains with the product (hero shot). This
can be done by reducing saturation on certain elements of the lifestyle
image. For better understanding, please refer to the examples below.

7. ICONOGRAPHY
When creating icons for the Xtreme brand, the goal should be to achieve an icon
design that clearly conveys a message with simplistic design. The icon should
function within a circle as well as a standalone design. Consistent line weights
should be applied when designing icons across the board.
2PT LINE WEIGHT
CLEAR + SIMPLE MESSAGE
Eurostile LT Standard Bold is the primary typeface used
when designing text based icons

8. 0.5cm
0.5cm
0.5cm
0.5cm
0.3cm
0.25cm
0.3cm
0.5cm
0.5cm
0.5cm
0.5cm
0.3cm
0.25cm
0.3cm
PACKAGING GRID
This grid should be utilized for spacing and sizing of certain packaging
elements. It is important to keep consistent when designing packaging, but if
the instance arrives where parts of the grid need to be altered, please do so
with the packaging grid in mind.
Width of logo should be 33% of
the width of box, centered to front
and back panel
Lower information banner
should be 1/6 of the height
of packaging
Hero shot(s) should tell
the story of the product
clearly. In most instances,
photograph is centered
between product name/
subhead and lower banner
Back panel images should
consist of lifestyle shots
and/or alternate angle
shots of the product. Use
this section to get more in
depth with the story telling
of the product
Height of back panel
information banner
should be adjusted to
fit all text
FRONT PANEL BACK PANEL

9. 0.5cm
0.5cm
0.3cm
0.3cm
0.5cm
0.5cm
0.3cm
0.3cm
Product name and
sub-description duplicated
to side panel, centered,
rotated at a -90° angle
Kepp “X” logo on side
panel the same size as
the one that appears
on the front.
Icons should be nested in
the center of panel B, with
adequate breathing room on
the sides. Icons should be no
smaller than 1.5cm and no
larger than 3cm.
Social media badge should
be applied to every package.
If there is no room on the
side panel, social media
badge can be added to the
back ofthe packaging.
Width of logo should be scaled
down 75%, centered to top panel
Width of logo should be
scaled down 75%, centered
to top panel
Warranty badge must be used
on all packaging created and
should remain the same size
that it is within the source file.
Size of rectangle where
barcode should remain the
same throughout all packaging
(1.4” W x 0.8” H)
Width of hand tab slot
should be 4cm wide
SIDE PANEL A SIDE PANEL B TOP PANEL
BOTTOM PANEL
Packaging certifications should
be nested here. Avoid scaling
packaging certifications from
original source file as they are
already to scale.
Icon descriptions should
always accompany the icon
graphic. Verbiage should be
clear and direct.

10. TYPEFACES
There are two typefaces primarily used for all copy and headline text within the Xtreme
family of brands product suite.
URW DIN was designed to look as if it was created by an engineer rather than a designer.
Even in small point, URW DIN maintains its readability on mobile applications, business
cards, product packaging, headlines and fine print, making it useful when conveying a
clear message.
Eurostile is ideal for information such as product name and icon design. It is also ideal
to use Eurostile when working with display graphics
URW DIN
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
EUROSTILE EXTD
EUROSTILE EXTD
REGULAR MEDIUM
The quick brown fox jumps over the lazy dog
REGULAR LIGHT
The quick brown fox jumps over the lazy dog
REGULAR BLACK
SEMI CONDENSED BOLD ITALIC
The quick brown fox jumps over the lazy dog
SEMI CONDENSED THIN
The quick brown fox jumps over the lazy dog
SEMI CONDENSED REGULAR
CONDENSED LIGHT ITALIC
The quick brown fox jumps over the lazy dog
CONDENSED DEMI
The quick brown fox jumps over the lazy dog
CONDENSED XLIGHT
EUROSTILE EXTD BLACK
EUROSTILE EXTD BLACK ITALIC (ALTERNATE)
THIS IS HEADLINE COPY
THIS IS HEADLINE COPY
EUROSTILE EXTD BLACK ITALIC
THIS IS HEADLINE COPY

11. WHEN TO USE WHAT TYPEFACE?
The packaging artwork below should serve as a guide on how and when to use
URW DIN and Eurostile. The objective is to always keep packaging consistent by
using typefaces appropriately. Doing so will maintain brand integrity.
Eurostile LT STD Bold Extended 2
Used sparingly as a method to add emphasis
URW DIN Condensed Italic (All Caps)
Mainly used to accentuate important product features
using the HEX color code: 515151
URW DIN Condensed Medium (All Caps)
URW DIN Condensed Bold (All Caps)
URW DIN Bold (All Caps)
URW DIN Semi Condensed Medium
Main body copy typeface
URW DIN Semi Condensed Regular Italic
Used alongside main body copy typeface, when
additional notes or call out important features are
needed
URW DIN Semi Condensed Medium
Eurostile LT STD Extended 2
URW DIN Medium
125-150 Tracking
FRONT PANEL BACK PANEL

12. SIDE PANEL A SIDE PANEL B TOP PANEL
BOTTOM PANEL
Text and typefaces duplicated
from front panel
URW DIN Medium (All Caps)
5.5-7pt Size, 150-200 Tracking
URW DIN Condensed Regular
Specification, 5-6pt Size
URW DIN MEDIUM
75 Tracking
URW DIN Condensed Regular
Fine Print 5-7pt Size, Align Justified
URW DIN Condensed Regular
Fine Print 5-7pt Size, Align Justified
URW DIN Condensed Regular

13. There will be occasions when layout and text need to be altered outside of
the brand guidelines due to unique packaging dimensions. It is important
to try and keep branding elements consistent when possible. If questions
arise, its best to consult with management. Below are a few examples of
when the design approach went outside of brand guideline standards.
16.75” W x 3” H x 3” D 3.5” W x 18” H x 3.5” D
Trap Blister 4.75” W x 7.5” H