EVINRUDE BRAND

GUIDELINES

Interim brand guidelines / Not Finalized

09.12_2019

V2
 _2019 Brand Book / V2

BRAND MARK
ELEMENTS

The Evinrude brand logo has been updated with an

additional secondary graphic element.

This version of the logo is the primary logo and should

be used whenever appropriate. This logo should be
used against light backgrounds only.

The new addition to the logo as well as delineated

B R A N D LO G O
placement in relation to other content all help to make
it as instantly recognizable as possible at all sizes and
in all contexts.

Mandatory Clear space Minimum Size

The new Evinrude brand logo has been carefully Clear space around the Evinrude logo is important to The Evinrude logotype should never measure
considered and should not be altered in anyway beyond adhere to. No other graphic elements may breach the less than 6.5mm (0.2in) in height.
what is outlined in this document. defined clear space.

Clear space around the logo is equal to the height of

6.5mm
the Evinrude secondary mark (holding shape).

02 EVINRUDE / LOGO GUIDELINES 03

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Color Variations Supporting Colors

Depending on the situation the Evinrude logo has The supporting colors are White and a set of
flexibility with its color options and can be used in one Cool Grey's
color variations as applicable.

However the color palette should not deviate from the

options shown below.
B R A N D LO G O Patriotic Red
PMS 1805
C O LO R S
90% Black Patriotic Red PMS 1805 Off Shore White
C 22% R 172% C 0% M 0% Y 0% K 5%
M 100% G 31%
Y 100% B 35%
Primary Colors
K 15%
The primary color palette is a concise set of colors
Grey 1
That represent the Evinrude brand logo. PMS COOL GREY 5
C 0% M 0% Y 0% K 35%
Secondary Colors

The secondary colors for the Evinrude brand logo can Evinrude Grey

B R A N D LO G O
be any solid color used from the primary logo with the 90% Black Grey 2
addition of black and white. Off-Shore White 5% Black Evinrude Blue PMS 302 PMS COOL GREY 8
C 0% M 0% Y 0% K 55%
Use is determined by what element the brand mark
C 00% R 65%
is being applied to.
M 00% G 64%
Y 00% B 66%
Please use the primary logo colors when developing
K 90%
marketing and all other brand collateral to create a Grey 3
PMS COOL GREY 10
cohesive and consistent brand look and feel. C 0% M 0% Y 0% K 70%

The white logo version can be used for dark

backgrounds only.
Black
Evinrude Blue C 0% M 0% Y 0% K 100%
PMS 2767

C 100% R 0%
M 78% G 36%
Y 0% B 93%
K 54%
Do not use any other color other than what has been specified.
Do not use dark logo’s against dark backgrounds, or the white logo on a light background

04 EVINRUDE / LOGO GUIDELINES 05

 _2019 Brand Book / V2

B R A N D LO G O U S A G E O N
PHOTOGRAPHY

The Evinrude logo can be used directly on photography

as long as it is clearly legible. Only the white Evinrude
logo should be used against darker photography.

B R A N D LO G O
Shadow build.
Select dominant dark color of image.
Apply Gaussian Blur in Illustrator or ideally
Photoshop, multiply transparency over image.
White logo is placed on top layer.

DO NOT use the white logo DO NOT use the white logo
on a light photographic on busy photographic
background. background.

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Logo Placement
E V I N R U D E B R A N D LO G O
PLACEMENT & PROPORTIONS

The following examples show logo placement and usage.

The Evinrude system is flexible however it is important
you follow a few guiding design principles.
(See Following pages)

You can use a variety of branded variations (size, color,

placement), imagery, and typographic compositions to
create a range of visual expressions.

B R A N D LO G O
Ensure the logo is on a flat color background or if used
over imagery the logo is clearly legible.

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Sample effect application

Before

PHOTOGRAPHIC
EFFECTS

Desaturated
Evinrude photography should be treated Color
using the following characteristics:

De-saturation
Authenticity and character are heightened by
a subtle desaturation of color. It also allows
for our images to stand out in a category

P H O TO G R A P H Y
crowded with overly vibrant color treatments. Texture

Texture
Images are never overly ‘clean’ or polished. After
Whether its water being sprayed up, a
dramatic sky or an interesting boating setting, Below is an example of a simple
our photography always utilize depth and texture. Contrast adjustments made in Adobe Photoshop,
this will vary by image.
Contrast
Brings out the details of our products and Image size 15x10 300dpi
the environment by ensuring have
ample contrast. Hue & Saturation
Do not over use grain/desaturation to the Saturation -45
point where an image feels fake or vintage.
Brightness & Contrast
Effects Brightness -35
- Desaturated Color Contrast +45
- Edit out any non-required details
- Create space around product image (Engine) Noise
- Extend image to create more space if required, +3%
for a better composition *e.g, more sky)

Before Do not over use Grain/Noise and Do not over use brightness and
desaturation to the point the image contrast so that the image is too dark
looks to washed out or vintage. and has bright spots.

06 EVINRUDE / LOGO GUIDELINES 07

 _2019 Brand Book / V2
8.5in 17in

Minimum 20mm

58.5mm
E V I N R U D E B R A N D LO G O
PLACEMENT & PROPORTIONS
140mm / Max Size

45mm
The examples outlined on the right represent the default
layouts for standard print sizes. 11in PRIMARY IMAGE AREA PRIMARY IMAGE AREA PRIMARY IMAGE AREA 11in
The Evinrude system is flexible however it is important
you follow a few guiding design principles.

The Evinrude brand logo can be centered or ranged left

and right depending on the design layout. Minimum 15mm Centered

B R A N D LO G O
There should always be ample space around the logo as
illustrated on page 03. PRIMARY IMAGE AREA

The size of the logo may change and is determined by

the size of the layout. Use these following examples for 45mm
proportion size guide.

Minimum 15mm

A_Centered Top B_Centered Bottom C_Ranged Right / Left D_Large Centered Over Image
When used on 8.5x11 (letter) formats When used on 8.5x11 (letter) formats When used on 8.5x11 (letter) formats When used on 11x17 (Tabloid) landscape formats
Standard Logo Size Smaller logo Smaller logo
When using the larger format logo over
This is the default placement of the The same proportions apply an image the logo is one color and centered.
Evinrude Brand Logo. when ranging the logo left.

PRIMARY IMAGE AREA

PRIMARY IMAGE AREA

E_Banner Formats
When used for banners or odd sizes.
The Logo can be used as a sign off. Ranged left or right.
The Logo can also be centered top & bottom as shown.

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Body Copy Title Copy Name Plates

TYPOGRAPHY
FF DIN / Regular FF DIN / Bold FF DIN / Black Italic
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
Our typography is unique and easy to use. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
!@#$%^&*()_+ !@#$%^&*()_+ !@#$%^&*()_+
It was designed to maximize its impact across all
applications while keeping it easy to read, ownable, and
highly recognizable.

The typeface is a key element in our brand. It works to 0123456789 0123456789

TYPOGRAPHY
maintain consistency, create clarity, and provide equity Light Medium Black
at all touch-points.

Primary Typeface
FF DIN is our typeface of choice, it is a clearly legible
font that has a nod to Evinrude’s heritage.
aAbB aAbB aAbB
Usage
Statement of identity / product descriptions / body copy
Numbers

0123456789
https://www.myfonts.com/fonts/fontfont/ff-din/
FF DIN is the primary font for the Evinrude brand.

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 _2019 Brand Book / V2

Device_01 Device_02 Device_03 Device_04

ADDITIONAL BRAND
ELEMENTS

WE ARE
The additional elements can be used in marketing
collateral. This may be for headline statements and
supporting information and background graphics.
Use only Evinrude primary colors for the additional use only Evinrude primary colors for the

ADDITIONAL ELEMENTS
brand elements. additional brand elements.
PROUD OF OUR
250H.O.
Graphic devices 1 and 2
Can be leveraged to present key copy statements.
HERITAGE,
A TRUE
Graphic device 3
The secondary graphic is taken from the surrounding
brackets of the new Evinrude brand logo. And can be WHO WE ARE

ORIGINAL
leveraged to present key attributes.

Graphic device 4
The Light Grey textured background, is used to add
TODAY, AND ESTABLISHED IN 1909
texture and background to design applications, which
may include, website, print and other applications.
The file name for the background is.
CONFIDENT IN MILWAUKEE, WI, USA.

WHERE WE
E V I N R U D E / L E A D I N G M A R I N E I N N O V AT I O N
Evinrude_Grey_BG_Texture.jpg SINCE 1909

ARE GOING.
2020 EVINRUDE ENGINE LINEUP

BUILT FOR THE JOURNEY File / Evinrude_Grey_BG_Texture.jpg

The ultimate long range engine.

12 EVINRUDE / LOGO GUIDELINES 13

IMAGE DETAILS / Getty Images

Credit:
Eastimages
Creative #:
1065024690
License type:
Royalty-free
Collection:
Moment
Location:
kamchatka peninsula, Russia
Release info:
No release required