LINHAI CIP

GUIDELINE

Table of Contents

Brand Basic

Brand Identity

Emotional Positioning

Brand Look and Feel

Logo

Logo and Tagline

PURPOSE STATEMENT

Our Typeface

Brand Tone and Voice

Product Imagery

LINHAI Gift Package

BRAND BASIC

BRAND IDENTITY

Unbeatable Prices

Quality Products

Innovative Technologies

Smart Designs

Safety Policies

Easy Shopping

Customer Services

Knowledgeble associates

It's our job - all of us as keepers of the brand - to make sure that all of our communications are consistent with the following brand and personality traits. At the very least, it's up to each of us to ensure that our communications do not conflict with the traits.

EMOTIONAL POSITIONING

AUDIANCE

LINHAI Motor primarily targets individuals and businesses who need Functional - Durable - Affordable and practical ATVs and UTVs.

BRAND LOOK & FEEL

LOGO

LINHAI logo consists of a Brand’s name typography in dark blue color and a logo left, based on the typography of Verdana. Only use the available logo versions, and do not replace the LINHAI lettering by typography.

LOGO VERSIONS

Positive version, available in CMYK/RGB

When a logo appears on a white background, use our primary color setting.

Negative version, available in CMYK/RGB

When a logo appears on a dark background, use the negative version of the logo.

Positive imprint version

The mono version of the logo can be used as an alternative in monochromatic environments.

Negative imprint version

On dark backgrounds use the negative version of the logo which is solid white and fits best in black spaces.

CLEAR SPACE, MINIMUM SIZE & PLACEMENT

Clear Space

The clear space around the logo results from the logo itself.

Minimum Size

For legibility and clarity purposes, the logomark should not be utilized at sizes smaller than 20 mm in the field of print media or 240 pixels (at 72 dpi resolution) in online media.

Placement

1.) Top right placement is preferred.

2.) If the logo stands alone and is displayed as the main focal point, try to center it directely in the middle with negative space around.

3.) Top left placement only in exceptions like websites.

BACKGROUND COLOR

positive logo

negative logo

up to 50% black

above 50% black

positive logo

negative logo

Logo variants on comparable tonal values of image backgrounds.

LOGO DON’T

X Not optimal

X Wrong logo

X Wrong logo

X Wrong logo

LOGO COLOR

LINHAI

COOL GRAY

LINHAI

BLACK

LINHAI WHITE

RGB 255/255/255

HEX #ffffff

CMYK 0/0/0/0

RAL 9010

LOGO AND TAGLINE

Tagline clear space

Tagline clear space

• Always maintain clear space around the LINHAI signature to protect the logo from distracting graphics or typography.
  
• Taglines are an integral part of conveying a brand image.To maximize its impact and to preserve its unique status, please: Never use it alone or linked to a product or service.
• Don't change the lockup (how it's positioned with our logo). And, maybe lessobvious but just as important: never recreate the combined logo and tagline art, use only authorized, original art.
• The different rules on how our tagline should be used appear below.
  

Using tagline and the logo on a color background

Using tagline WITHOUT LOGO

Tagline clearspace

• Always maintain clearspace around the "Be A Leader . Be A Pioneer" tagline to protect it from distracting graphics or typography.
• Never allow typography or other element to "invade" the signature or the symbol.
  

Using tagline WITHOUT logo on a color background

When our solo tagline is used on a color background, it should prior appear in LINHAI dark blue. Tagline can also be reversed out in white.

When using another alternative colors background, Tagline can also be reversed out in white.

Using the Purpose Statement

Horizontal format clearspace

• Always maintain clearspace around the "Dare To Be Different . Be A Pioneer. Be A Leader" tagline to protect it from distracting graphics or typography.
• Never allow typography or other element to "invade" the signature or the symbol.
  

Using the purpose statement on a color background

When our solo tagline is used on a color background, it should prior appear in LINHAI dark blue. Tagline can also be reversed out in white.

When using another alternative colors background, Tagline can also be reversed out in white.

Incorrect uses of the Purpose Statement

Using the Logo with Department Names

Standard stacked

Horizontal

Examples of Department Type Treatments

Using the Logo with Multi-line Department Names

Department line length

Department names should not exceed 8 times the height of the LINHAI logo.

Standard stacked

Horizontal

Examples of Multi-line Department Names

Using the Logo with Job Position

Standard stacked

Examples of Job Position

Our Typeface

Verdana

Verdana is one of the standard typefaces on Windows and Mac computers. It's readable, match with the logo and used in both English and Vietnamese.

• Verdana is our primary typeface
• Verdana should be used in all communication materials
• Use type size and weight to establish a clear hierarchy of information
• Do not substitute any other typeface for Verdana

Verdana Regular

Verdana Italic

Verdana Bold

Verdana Bold Italic

Dos and Don'ts of typeface usage

• Do always set type in a combination of uppercase and lowercase
• Do use only approved colors, or colors that are easily read in type
• Do use only the approved LINHAI typefaces
• Do avoid using all uppercase, we don't want to shout

• Don't use special effects, such as drop shadow, that compromise legibility
• Don't change kerning (space between letters) when setting headlines or body copy
• Don't distort the typefaces (e.g., expand condense, or modify the letterforms)

Preferred casing

BRAND TONE AND VOICE

Innovative

• Reveal something new
• Share an idea
• Don't just be creative, be ultra-creative
• Know the latest and the greatest
  

Straightforward

• Be brief
• Get to the point
• Say what you mean
• Don't be wishy-washy
  

Adventurous

• Brings some new experiences
• Inspires to discover some unknown- aspects or perspectives

Positive

• Speak to benefits
• Communicate optimism
• More "Do" than "Don't"
• Avoid negative languages
  

Dynamic

• Involve motivation
• Put the individual into action
  

PRODUCT IMAGERY

WE DO

• Create an editorial look for out images by using crisp contrasts and a light color scheme
  
• Show products in use
  

WE DON‘T

• Create complex composition with other brands
  

LINHAI Gift Package - Tshirt and Cap

Canvas Tote Bag 26cmx33cm

Canvas Keychain 2cmx8cm