nike golf brand manual

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NIKE GOLF :new branding +07

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Sample Brand Manual - Nike Golf

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Page 1: Nike Golf Brand Manual

NIKE GOLF :new branding+07

Page 2: Nike Golf Brand Manual

01 Nike Golf : The BrandHow a brand is perceived by consumers or an industry itself by in large changes with time. Its heritage, its products, its image, all contribute to a consumers’ perception. It is imperative that our brand image changes not only to catch up and accommodate the shift but to take a step ahead of where it currently resides.

The art of re-branding is in how much to change or how little. It starts with identifying the strengths and maximizing them, all at the same time solving existing problems.

Page 3: Nike Golf Brand Manual

02 Nike Golf : The EvolutionOver the course of several years, who we are has changed. The perception of our brand as an outsider from early on has evolved to a serious brand who has gained mo-mentum in all aspects of our brand; our Products, Athletes and our imaging as an authentic golf company.

We have gained respect and recogni-tion. We are changing from a com-pany who was seeking acceptance to a company who leads the industry. A company that leads with innovation in technology, uniqueness in marketing and a bold contemporary feel in its image.

Our branding needs to reflect this change.

Page 4: Nike Golf Brand Manual

03 The Brand : Transition

Apple the fruit

The name

The mermaid.

Bold white letters on green background.

Below are some samples of re-branding. One could observe the streamlining of the logos as time progressed, at the same time retaining the strong elements of their logos throughout the transition.

Page 5: Nike Golf Brand Manual

products

packaging

athletes

04 The Brand PerceptionWe need to leverage how consumers perceive us and accept our brand .

Page 6: Nike Golf Brand Manual

05 Competitor landscapeWhile our crest logo has served its purpose, appearing true to the game. The instantaneous visibility of its appearance lacked boldness in comparison to the competitors.

Page 7: Nike Golf Brand Manual

06 What we leverage

1. Leverage the equity built on the words “Nike Golf”

2. Leverage the strength of the Swoosh Design

3. Strengthen its legibility

Page 8: Nike Golf Brand Manual

We leverage the equity built on the name “Nike Golf” as we are known. We leverage the power of Swoosh Design as we are increasingly associated with its image. And we have improved on the legibility of the name especially when displayed in smaller scale.

Our new logo represents our new attitude: modern, contemporary, powerful. We are no longer a golf company that needs to be accepted. We are the company who will lead the industry.

Page 9: Nike Golf Brand Manual

08 Significance Of Four SquaresINSPIRATION

INNOVATION

PASSION

LEADERSHIP

CLUBS

FOOTWEAR

APPAREL

BALLS

SPIRIT

PRODUCTS

MASTERS

US. OPEN

BRITISH OPEN

PGA CHAMPIONSHIP

THE TOUR

US

ASIA

EUROPE

AMERICAS

REGIONS

They are our brand guiding principles, representing positions and attitude we aspire. We strive to achieve those ele-ments, into everything we do.

NikeGolf leads the industry in providing innovative products - head to toe - for our consumers. We play to win in all four product categories

Winning any of the four majors is the epitome and definition of professional golfers achievement. We are mindfully present of these competitions and what they mean to all golfers.

We are a global brand with global impli-cation on everything we do.

They are symbolic decorative elements representing our four brand guiding principles: innovation, inspiration, passion and leadership.

However, be mindful that they are essentially decorative elements, and any meaning should be interpreted in abstract sense, not to be taken too literally.

To the right are also additional layer of significance; what we make, what makes us, our playing field and how we define ourselves.

Page 10: Nike Golf Brand Manual

09 The General Logo HierarchyThe primary brand logo:

The secondary logo:

The entire logo lock up should be used to represent our brand in general. This applies but is not limited to main retail signage, advertising, collateral.

The Swoosh Design is used directly on products and on packaging.

Otherwise it can only be used as a small accent, but not to represent our brand by itself.

URL:

When URL is displayed, above logo is to be used. It should never be used with the 4 dots nor a Swoosh Design.

Page 11: Nike Golf Brand Manual

BLACK

CHROME CHROME

10 Nike Golf : Logo UsageCOLORS:

When printed, the logo should all be in black when it’s printed on a white or light background.

Conversely, it should be all white when it’s printed on a black or dark background.

At retail, against a white background, chrome should be used on four squares and the Swoosh Design, while “NIKEGOLF” remains black. (all black against white background is also permissible)

For exterior signs, chrome can be applied to all the elements against black background.

BLACK WHITE CHROME (OR SILVER)

Page 12: Nike Golf Brand Manual

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11 Nike Golf : Incorrect Logo Usage1. Do not alter the logo in any way. Do not scale, ungroup, or distort the logo.

2. Do not separate the logo. Always keep the 4 squares, Nike Golf, and the Swoosh Design together in the original lock-up 3. Do not use multiple logos or use the logo in a repeating pattern.

4. Do not rotate or tilt the logo.

5. Do not substitute any colors of the logo or have multiple colors within the logo

6. Do not substitute Nike Golf for any other font.

7. Do not scale the logo any smaller than 25mm in width.

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Page 13: Nike Golf Brand Manual

12 Nike Golf : Vertical Logo UsageThere are two different versions of vertical placement. The first one is for a wide vertical. The second is for a more narrow placement.

Page 14: Nike Golf Brand Manual

13 Nike Golf : Logo PlacementThis is the correct placement for the NikeGolf.com logo along with the Nike Golf logo within the same Ad.

Page 15: Nike Golf Brand Manual

14 Retail samples

In-store sign

exterior dimensional sign in-store sign