BRAND

GUIDELINES
Ver 1.0
TABLE
OF
CONTENTS
WHO ARE WE? 01

HOW WE LOOK 03
LOGO ELEMENTS 05
PRIMARY LOGO 07
SECONDARY LOGO 11
ENCORPORATED IN CIRCLE 15

ICONOGRAPHY 21

CARICATURES & PATTERNS 24

PRINTING A PICTURE 29
PRIMARY COLOURS 31
SECONDARY COLOURS 32

INK AND PAPER 33

PRIMARY TYPOGRAPHY 34
SECONDARY TYPOGRAPHY 35

HOW WE LOOK ON PRODUCT 36

STATIONARY 43
TAGS 44
BUSINESS CARD 47
LETTERHEAD 49

MORE THAN JUST BACKPACKS 51

WEBSITE 52
INSTAGRAM 54
PACKAGING REFERENCE 55

OUR IMAGERY 63

00
 WHO
ARE
WE?

01 _ Who are we??

“ Arctic Fox is a lifestyle brand for the youth. We believe in the audacity of hope.
In a world full of people obsessed with overnight sensations and instant
success, we believe in creativity, perseverance and relentless optimism. Like
our namesake, regardless of the storms that come our way, we keep diving in.

We are a category inventor and the only direct-to-consumer brand focused

solely on creating products that help people who are chasing a career in the
arts, media, entertainment, content, design, dance, cinema, music, and more.

Anyone straddled between the world of tradition and wanting to pursue their
creative hustle is who we hope to inspire, entertain, engage and positively
influence.

Every step we take is done keeping this purpose in mind.

Dive In!

“Create products that solves the real life product pain points which are
often ignored with creative innovations and market the brand which
encourages consumers to fight with relentless optimism to chase their creative

”
“To be the most loved brand by students across the globe.”

02 _ Who are we?

 HOW
WE
LOOK

03 _ How we look?
Brand Identity will let you

know us better.
Our logo is key building block of our identity,
the primary visual element that identify us.
The Arctic Fox logo mark is a combination of
the letter ‘A’ & ‘F’ and the logo is a combination
of logotype and the full company name. They
have a fixed relationship that can never be
changed.

04 _ How we look
LOGO
ELEMENTS

05 _ How we look_Logo elements

 + =

Letter A Letter F Combination of

Letter A and F

+ =

+ + =

06 _ How we look_Logo elements

 PRIMARY
LOGO

07 _ How we look_Primary logo

08 _ How we look_Primary logo
 PROPORTIONS AND CLEARSPACE

x
x
To preserve the integrity of the AF logo, always
maintain the minimum clearspace of 2x from all
the sides.

Under no cicumstances should the components

of the identity be seperated, distorted or altered.
When enlarging or reducing the identity all
components should be resized proportionally.

2x

2x

10x

0.5x

2.5x

15x x

5x 7x 3x

7x

09 _ How we look_Primary logo

 BACKGROUND FIELDS

Full Colour Black Inverted

The identity should be used against a background

(the area surrounded the identity) that is of white
or neutral colour with density values of 30% or
less presents a cart of compatible colours.

10 _ How we look_Primary logo

 SECONDARY
LOGO

11 _ How we look_Secondary logo

12 _ How we look_Secondary logo
 PROPORTIONS AND CLEARSPACE

2x
2x xx
xx
2x
2x

6x
6x

23x
23x

To preserve the integrity of the AF logo, always maintain the minimum clear-
space of 2x from all the sides.

Under no cicumstances should the components of the identity be seperated,

distorted or altered. When enlarging or reducing the identity all components
should be resized proportionally.

6x

6x x

1.75x

2.5x

1.75x

x 9x x 6x

13 _ How we look_Secondary logo

 BACKGROUND FIELDS

Full Colour Black

Inverted

The identity should be used against a background

(the area surrounded the identity) that is of white
or neutral color with density values of 30% or less
presents a cart of compatible colours.

14 _ How we look_Secondary logo

ENCORPORATED
IN
CIRCLE

15 _ How we look_Encorporated in circle

16 _ How we look_Encorporated in circle
 PROPORTIONS AND CLEARSPACE

To preserve the integrity of the AF logo, always

maintain the minimum clearspace of 2x from all
the sides.

Under no cicumstances should the components of

the identity be seperated, distorted or altered. When
enlarging or reducing the identity all components
should be resized proportionally.

2x
0.5x

6.25x

0.75x

6x

1.75x 2x

10x

17 _ How we look_Encorporated in circle

 BACKGROUND FIELDS

Full Colour Black Inverted

The identity should be used against a background

(the area surrounded the identity) that is of white
or neutral color with density values of 30% or less
presents a cart of compatible colours.

18 _ How we look_Encorporated in circle

 Colours #484FA1
#E63B85
#E63B85
#000000

19 _ How we look_Encorporated in circle

 OUR LOGO IS VERY PRECIOUS TO US.
WE TOOK OUR TIME DEVELOPING OUR IDENTITY
SO PLEASE BE NICE WITH IT.

Always use the complete logo provided by Arctic Fox. Avoid these common
mistakes.

The color, typeface and proportions should not vary from the guidelines. The
identity must not be rotated, outlined, distorted or have additional effects
added.

Don’t incorporate the Arctic Fox signature into your company identity.

Never create a new signature that combines AF logo with your business name.

Don’t reproduce logo using any color other than provided one.

2x 2x 2x
2x
2x

Don’t stretch Don’t squeeze Don’t change the proportion of

the brand name and logomark

2x
2x 2x 2x
2x

Don’t mix / add colors Avoid background colors that Correct

will compete with the identity.

20 _ How we look_Encorporated in circle

ICONOGRAPHY

21 _ Iconography
 35
1
CAPACITY COMPARTMENT WATER REPELLENT
FABRIC

SBS

LAPTOP SBS BRANDED AIRFLOW

COMPARTMENT ZIPPER BACKSYSTEM

ADVANCED ALARM MOBILE DRAWSTRING

RUNNER CHARGING PORT RAINCOVER BAG

FIRST AID PADDED SHOULDER QUICK ACESS

KIT STRAP POCKET

Arctic Fox icons are ment to

be readable at a glance. It will
help the user navigate through
the content in a easier way.
Typically pictographic icons
are used here to show product PONCHO
RAIN JACKET
STAINLESS STEEL ANTI-THEFT

features that can be extended

to brand expressions.
Pictogram can be display on
screen as well as print.
Upscale only proportionally SMART ORGANISER LITTER POUCH THERMAL
INSULATION

22 _ Iconography
APPLICATION

Print Media

Digital Media

23 _ Iconography
CARICATURES
&
PATTERNS

Arctic Fox characters and patterns

plays an important extension of
our visual identity used across
marketing and event materials.

24 _ Caricatures & Patterns

 CARICATURES

PIRATE SHIKONA CUISINIER BEAT BOXER

SUPER HERO JEDI TOTEMIC BARBARIAN

GRADUATE SURFER SKY DIVER SPACEWALK

ROADSTER DIVING HIGHNESS COW BOY

25 _ Caricatures & Patterns

APPLICATION

Button Badges

Mobile Sockets

26 _ Caricatures & Patterns

 AF Pattern creates an extra special touch that
flat colors just can’t give. They support brand
message and reinforce branding through
consistency and recognizable element.

27 _ Caricatures & Patterns

Honeycomb pattern is extracted from the AF Fabric lining, can be
used as a Secondary pattern across marketing and event materials.

White opacity 6%

28 _ Caricatures & Patterns

PRINTING
A PICTURE

AF colours are recommended

for various media. Consistent
use of colours will contribute to
the cohesive and harmonious
look.

29 _ Printing a picture?
“CHASING THE AURORA”
The Northern Lights dancing up above is such a
powerful and unique natural phenomenon that #E63B85
changes lives down on Earth. When you look to the Liberty
sky you will notice that the night sky is clear and
starry. Bright auroral displays even light up the
snowy arctic landscape enough to help skiers find
the way home.

#484FA1
Cerise Pink

30 _ Printing a picture
PRIMARY COLOURS
#3b4180

Liberty

#8A86BA

#484FA1

CMYK RGB HEX/HTML

C: 84% R: 72 #484FA1
M: 79% G: 79
Y: 0% B: 161
K: 0%

#DB0680

Cerise
Pink

#F260AC

#E63B85

CMYK RGB HEX/HTML

C: 4% R: 230 #E63B85
M: 91% G: 59
Y: 14% B: 133
K: 0%

31 _ Printing a picture_Primary colours?

SECONDARY COLOURS
#210680

Interdimensional
blue

#6E6E6E #8277CA

#2C07AF

CMYK RGB HEX/HTML

Registration
Black
C: 93% R: 44 #2C07AF
M: 95% G: 7
Y: 0% B: 175
K: 0%

#DFE2E9

#000000 #E6C826

CMYK RGB HEX/HTML

C: 100% R: 0 #000000
M: 100% G: 0 Banana
Y: 100% B: 0 Yellow
K: 100%

#FDEE9D

#FFFF00

CMYK RGB HEX/HTML

C: 10% R: 255 #FFFF00
M: 0% G: 255
Y: 95% B: 0
K: 0%

32 _ Printing a picture_Secondary colours?

INK
AND
PAPER

Typography reinforces our personality

and ensures clarity and harmony in
all core media communications.

33 _ Ink and paper

 PRIMARY TYPOGRAPHY

Aa
Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;

Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;

Semi Bold

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;
Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;
Expletus Sans
Designed by Jasper de Waard.
Expletus Sans is a display typeface,
not recommended for long pieces
of text. However, it’s very effective
for setting headers and other large
sized text, due to it’s way of pulling
in the reader.

34 _ Ink and paper_Primary tyography

SECONDARY TYPOGRAPHY

Aa
Light

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;

Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;

Medium
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;

Bold
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;
Italic
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo
PpQqRrSsTtUuVvWwXxYyZz
0123456789 !@#$%&*()=?/<>\{}[]|:;
Fira Sans
Designed by Carrois Apostrophe,
Humanist sans-serif typeface.
The Fira typefaces also aim to
cover the legibility needs for a large
range of handsets varying in
screen quality and rendering.
The Fira font family comes in 4
widths, all accompanied by italic
styles. The package also includes
a Mono Spaced variant.

35 _ Ink and Paper_Secondary tyography

HOW
WE
LOOK
ON
PRODUCT
Our product branding defines a
unique set of marketing elements
to differentiate a given product. It
is an activity that defines the way
the product’s image is communicated
to its customers.

36 _ How we look on product

 100% Black (Background) 100% White (Font)

FRONT FRONT

Metal Plate Branding Heat Transfer Print (On Fabric)

4cm
4.5cm
wwwwww wwwwwwwww www
wwwwwwwwwwwwwwwwww

www wwwwwwwwwwwwwww
wwwwwwwwwwwwwwwwww

for eg. for eg.

Placement (provided by designer) Placement (provided by designer)

37 _
 FRONT FRONT

Heat Transfer Print (On Reflective Print) Woven Label

(No raw edges)

2cm 1cm

3cm

Reflective print

for eg. for eg.

Arctic Fox

Arctic Fox

Placement (provided by designer) Placement (provided by designer)

38 _ How we look on product

 FRONT STRAP

Arctic Fox < AF ORIGINAL >

EVERY ARCTIC FOX PRODUCT IS CAREFULLY DESIGNED
FOR USER COMFORT AND DURABILITY
www.arcticfox.com

Woven Label PVC Label

(No raw edges)

Stitching Margin (1mm)

4.5cm
Arctic Fox < AF ORIGINAL >
4.5cm

EVERY ARCTIC FOX PRODUCT IS CAREFULLY DESIGNED

6.80cm 2mm
FOR USER COMFORT AND DURABILITY
www.arcticfox.com

Thickness
6.80cm

3.81cm
Arctic Fox < AF ORIGINAL >
EVERY ARCTIC FOX PRODUCT IS CAREFULLY DESIGNED
FOR USER COMFORT AND DURABILITY
www.arcticfox.com
(1.5 inch)

1cm
for eg. for eg.

Placement (In specified compartment) Placement (Always on right shoulder)

39 _ How we look on product

 ACCESSORIES FEATURE LABEL

Woven Label Woven Label

(No raw edges) (No raw edges)

2.8cm 1.2cm

2.4cm 1.2cm

for eg. for eg.

2.54cm
(1 inch)

Placement Placement (provided by designer)

40 _ How we look on product

BRANDING APPLICATION REFERENCE

41 _ How we look on product

Given options for branding and its
placement are approved ones.
New branding provided by the designers
should be approved by the concerned
person.

42 _ How we look on product

STATIONARY

Stationary is a primary means of

communiacation and it is essential
that every application be a consistent
reflection of our brand identity.

43 _ Stationary
TAGS

Font Expleus Sans

Colours #484FA1
#E63B85
#FCDA00

Print Offset, Double sided, Full color

44 _ Stationary_Tags
SIZE SPECIFICATION

STEP 2:

STEP 3:

9.4cm
9.4 cm 9.4cm
9.4 cm
STEP 2:
10.5 cm
10.5cm
10.5 cm
10.5cm

STEP 3:

6cm 6cm
6 cm
6 cm

6cm
6 cm
6cm
6 cm

FRONT VIEW BACK VIEW FRONT VIEW BACK VIEW

FRONT VIEW BACK VIEW FRONT VIEW BACK VIEW

PLEASE
PLEASE NOTENOTE
The
Thehole with
hole bebe
will onon
the
side
theasside
designed
as designed

TheThe logo
logo willwill
be be in
on silver
finish STEP 2:
10.5 cm
10.5cm

STEP 3:

9.4cm
9.4 cm

6cm
6 cm

6cm
6 cm
Website
Website needs
needs toprinted
to be be printed
in Black Colour
in Black

45 _ Stationary_Tags
FEATURE TAG

INSIDE

SIZE SPECIFICATION

PLEASE NOTE
The hole with be on the
side as designed

Features need to be
provided by designer

15.24cm
(6 inch)

INSIDE

10.16cm
(4 inch)

46 _ Stationary_Tags
BUSINESS CARD

Font Expleus Sans & Fira Sans

Colours #484FA1
#E63B85
#FFFFFF

Print Offset, Double sided, Full color

47 _ Stationary_Business card
 Bhawana
Creative Designer

+91 8004519084

bhawana@arcticfox.com

Arctic Fox www.arcticfox.com

FRONT VIEW

OUTSHINY INDIA PVT LTD.

#17, Ganesh Nagar,8th B cross,
Narayanappa Layout,Kodegehalli,
Bangalore- 560097
Ph: 080-41120306

BACK VIEW

SIZE SPECIFICATION

Expletus Sans

Bhawana
Creative Designer

+91 8004519084 5cm

OUTSHINY INDIA PVT LTD.
bhawana@arcticfox.com Fira Sans #17, Ganesh Nagar,8th B cross,
(Regular) Narayanappa Layout,Kodegehalli,
Arctic Fox www.arcticfox.com
Bangalore- 560097
Ph: 080-41120306

9cm

48 _ Stationary_Business card
LETTERHEAD

Font Expleus Sans & Fira Sans

Colours #484FA1
#E63B85
#FFFFFF

49 _ Stationary_Letterhead
SIZE SPECIFICATION
Fira Sans

29.7cm

Expletus Sans

21cm

50 _ Stationary_Letterhead
 MORE
THAN
JUST
BACKPACKS

“Keep Looking Into It”

51 _ More than just backpacks

WEBSITE

Product Banner Size : (3532x1022)

Banner Size : (1567x 750)px

Product Page

52 _ More than just backpacks_Website

 Image Size : (1200 x 1200)px

Image Size : (927 x 583.5)px

Product description, feature

icons, product views

User manual, feature

Comparitive size

53 _ More than just backpacks_Website

INSTAGRAM

Image Ratio : 1:1

54 _ More than just backpacks_Instagram

PACKAGING REFERENCE

55 _ More than just backpacks_Packaging reference

 STICKER SIZE SPECIFICATION

Import Sticker

Recycled Paper Board (Print)

2.2cm

9cm

2.2cm

6.4cm

Colours Barcode Sticker With Size

Pantone 19-3850 TPG

Pantone 18-2436 TPG
Pantone 18-4005 TPG 4.5cm

100% White
100% Black

11.5cm

56 _ More than just backpacks_Packaging reference

TEEN SHOES PACKAGING BOX SIZE: (29.5x20.5x11) cm | 1-6C uk size

29.5cm

11cm

1.20cm
1.20cm

20.5cm
0.65cm

0.65cm

4cm

4cm

57 _ More than just backpacks_Packaging reference

KIDS SHOES PACKAGING BOX SIZE: (25.5x17x9.5) cm | 8-13C uk size

25.5cm

9.5cm

1.20cm
1.20cm

17cm
0.65cm

0.65cm

4cm

4cm

58 _ More than just backpacks_Packaging reference

INNER BOX ARTWORK

18.76cm
Dive In 4.51cm

Print on inner side

Dive In 18.76cm
4.51cm

25cm

60cm

59 _ More than just backpacks_Packaging reference

FLIPONS PACKAGING BOX

SIZ
E

60 _ More than just backpacks_Packaging reference

PACKAGING STICKER

Font Expleus Sans

Colours #484FA1
#E63B85
#FFFFFF

61 _ More than just backpacks_Packaging reference

 SIZE SPECIFICATION

Fira Sans

20cm

6cm

62 _ More than just backpacks_Packaging reference

OUR
IMAGERY
“Our Brand AMBASSADOR”

63 _ Our imagery
64 _ Our imagery
 OUTSHINY INDIA PVT. LTD.
#17, Ganesh Nagar, 8th B Cross,
Kodegehalli, Bangalore - 560097
Ph: 080-41120306

All rights are reserved and copyrighted.