ELEVATE

Branding Guide

The Brand

COMPANY

A year-round, indoor snow-sports facility specializing in providing training opportunities for the avid athlete, learning opportunities for the beginner, and family fun for the average person.

MISSION

ELEVATE provides indoor

snow-sports training to the

open-minded customer in a welcoming environment with an accessible voice, helping them feel a sense of achievement and inspiration.

BRAND GOALS

To capture a sense of growth and exploration in both a fun and mature manner that appeals to the diverse consumer base.

ATTRIBUTES

affordable
accessible
friendly
knowledgeable
convenient

The Logo

ELEVATE's icon starts with the mountain, the integral part of the business. The dot at the top of the peak represents the customer, who upon using these services, has "elevated" their skills and metaphorically climbed to the top of the mountain in terms of mastering their skills. The left-most element interacts with the mountain to form an abstract "E", "V", and "A".

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Logo Icon

The ELEVATE logo icon may be used on its own when the ELEVATE brand has already been established. However, the word mark may never be used on its own.

The full color icon, top left, is the main icon for ELEVATE. It can be used on plain white or black (middle-right) backgrounds. Any use of the icon with photography should refer to the black or white version.

The white icon should be referred to first in uses of colored or photographic backgrounds. In cases where the background is too light to be effective, the icon will be used in black.

Exclusion Zone

Establishing white space around the logo to let it breathe is necessary for its use. The exclusion zone is one-third of the height of the left element in the logo.

Minimum Size

The complete ELEVATE logo should be at least 20px, or 7mm for print.

The ELEVATE icon should be at least 20px, or 7mm for print.

Backgrounds

In addition to the rules of the full color and black and white logos, the white logo may be placed on color blocks of the hue of the brand, as well as both black and white may be used in photos. The full color mark should never be placed in a photo.

YES

NO

Logo Misuse

NO

NO

NO

NO

The word mark may never be used in a horizontal lock-up.

The word mark may never be used alone.

The color of the word mark may never be changed.

The type-case of the word mark may never be changed.

NO

The type-face may never be changed, nor should the icon be manipulated in any way.

NO

The logo may never be used in any color other than the original mark, black, and white.

NO

The logo may never be outlined.

NO

The logo may never be distorted in any way.

NO

The colors of the logo may never have an applied tint, shade, or tone.

NO

The logo may never be rotated.

Contact Information Lock-Up

In letterheads, contact information should go in order of name, position, email, phone number, address, and website. All information should be left-aligned and single spaced. The name is in 12pt type in BC Alphapipe font. Position should be in 12pt type Rig Shaded Bold Inline. Remaining information is in 6pt type, with labels using BC Alphapipe and information using Rig Shaded Inline Bold.

In business cards, contact information should go in order of name, position, email, phone number, address, and website. All information should be right-aligned and single spaced, with an extra space separating name/position/email, phone number, address, and website. The name is in 15pt type in BC Alphapipe font. Position should be in 7pt type Rig Shaded Bold Inline. Remaining information is in 8pt type, using Right Shaded Light Face.