BRAND IDENTITY
QUICK REFERENCE GUIDE
Intro
Intro
TRACKER® Boats has developed this Brand Identity Guide for you—our associates,
dealers and vendors. It is designed to guide you in the proper use of our brand’s
trademarks, logos, typography and colors.
These guidelines must be strictly adhered to in order to strengthen the TRACKER® Boats
brand voice. This will help present a fully in tegrated experience for the TRACKER® Boats
consumer, as well as eliminate confusion in evaluating new brand touch points.
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Contents
Contents
Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Brand Target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Logo Preferred Usage . . . . . . . . . . . . . . . . . . . . . . . . . . .3
Alternative Logo Variations . . . . . . . . . . . . . . . . . . . . . .5
Logo Usage Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . .6
Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Copy Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Copy Standards and Mandatories . . . . . . . . . . . . . . . . 10
Grammar and Copy Guidelines . . . . . . . . . . . . . . . . . .1 1
Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 3
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Additional Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 8
Contact Info . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 9
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Brand Essence
Brand Essence
“Build the best boat possible. No compromises, no excuses and no shortcuts.
That’s the TRACKER® Boats way.”
TRACKER® Boats is the number one brand in aluminum fishing and recreational
boating, consistently delivering the best value in high quality, fully-featured boats
through a national distribution network that honors a consistent and straightforward
NO HAGGLE NO HASSLE™ nationwide value pricing policy. The TRACKER® Boats
heritage includes the original package fishing boat, the smoothest riding hulls and
the most advanced aluminum boat technology available anywhere. No wonder
TRACKER® Boats has been the industry leader since 1978.
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Brand Target
Brand Target
The goal of TRACKER® Boats is to remain America’s favorite fishing boats. We will do so
by continuing to provide anglers the best boats at the best prices, as part of a complete,
ready-to-fish package.
The marketing of TRACKER® Boats should be directed at first time and existing fishing
boat owners, especially fathers and grandfathers who fish. The Sport models should be
marketed toward families who fish and enjoy water sports. We also want to target people
who have bought aluminum boats in the past.
2
Logo Preferred
Usage
Preferred Usage
This is the primary TRACKER® Boats logo. It is appropriate for use on
all TRACKER® Boats communication.
The TRACKER® Boats logo consists of bold, solid typography and
clean, simple lines that convey a sense of forward movement, like
a boat moving over water.
The “Preferred Usage” represents the truest graphic representation
of the brand. Depending on the printing or reproduction method,
the logo above should be used wherever possible. Some methods
of reproduction and/or certain limitations of placement or design
may require the use of a modified version of the logo. In some
situations, for example, this logo may need to be placed on a dark
background which would diminish legibility and recognition.
See the “Logo Alternatives” section for acceptable logo usage
in non-standard situations.
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Logo Preferred
Usage
Preferred Usage
This is the primary FISH THE FINEST® logo. It is appropriate for use on
all TRACKER® Boats communications to enhance the brand message.
The “Preferred Usage” represents the truest graphic representation
of the brand. Depending on the printing or reproduction method,
the logo above should be used wherever possible. Some methods
of reproduction and/or certain limitations of placement or design
may require the use of a modified version of the logo. In some
situations, for example, this logo may need to be placed on a dark
background which would diminish legibility and recognition.
See the “Logo Alternatives” section for acceptable logo usage
in non-standard situations.
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COLOR REPRODUCTION
This is the primary TRACKER® Boats
logo. It is appropriate for use on all
TRACKER® Boats communications.
PMS 1788 C
C=0
M=88
Y=80
K=0
PMS BLACK C
C=0
M=0
Y=0
K=100
GRAYSCALE REPRODUCTION
This version of the primary
TRACKER® Boats logo is appropriate
for use on all TRACKER® Boats
communications that do not print
four color process.
C=0
M=0
Y=0
K=70
COLOR REPRODUCTION
ON DARK BACKGROUND
PMS 1788 C
C=0
M=88
Y=80
K=0
C=0
M=0
Y=0
K=0
Alternative Logo
Variations
Alternative Logo Variations
GRAYSCALE REPRODUCTION
ON DARK BACKGROUND
C=0
M=0
Y=0
K=70
C=0
M=0
Y=0
K=0
PMS BLACK C
C=0
M=0
Y=0
K=100
BLACK & WHITE REPRODUCTION
(0NE COLOR)
This version of the primary
TRACKER® Boats logo is appropriate
for use on all TRACKER® Boats
communications that print one color.
BLACK & WHITE REPRODUCTION
(0NE COLOR) ON DARK
BACKGROUND
C=0
M=0
Y=0
K=0
PMS BLACK C
C=0
M=0
Y=0
K=100
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Alternative Logo
Variations
Alternative Logo Variations
COLOR REPRODUCTION
WITH TAGLINE
This is the primary TRACKER® Boats
logo with a tagline.
PMS 1788 C
C=0
M=88
Y=80
K=0
PMS BLACK C
C=0
M=0
Y=0
K=100
BLACK & WHITE REPRODUCTION
(0NE COLOR)
This is the primary FISH THE FINEST®
stand-alone logo.
PMS BLACK C
C=0
M=0
Y=0
K=100
COLOR REPRODUCTION
WITH TAGLINE ON DARK
BACKGROUND
PMS 1788 C
C=0
M=88
Y=80
K=0
C=0
M=0
Y=0
K=0
BLACK & WHITE REPRODUCTION
(0NE COLOR) ON DARK
BACKGROUND
C=0
M=0
Y=0
K=0
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The placement of the TRACKER® Boats logo is an essential factor in establishing and
preserving the brand identity.
The following rules should be observed when placing a logo in all visual media:
Logo Usage
Guidelines
Incorrect Usage
1. The logo should be placed in a position that provides visual prominence
and immediate recognition.
2. No other logos should be placed in such a way as to compete visually with the
brand logo. Size, color saturation and general visual strength of competing logos
should be subordinate.
3. No adjacent or background design elements should overpower or diminish the
visual strength of the brand logo. Competing elements such as color, texture
and complex photographic images should be avoided.
NEVER REMOVE
ELEMENTS
NEVER
ROTATE
NEVER REARRANGE
ELEMENTS
NEVER
DISTORT
NEVER
CROP
NEVER
RECOLOR
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Clear Space
Clear Space
The placement of all TRACKER® Boats logos
is an essential factor in establishing and
preserving the brand identity.
“Clear space” surrounding the brand logo helps
to limit visual competition from other logos and
distracting design elements.
1/2 HEIGHT OF LOGO =
CLEAR SPACE SURROUNDING LOGO
ON ALL FOUR SIDES
Whenever possible, allow a free space
of neutral color or photographic image to
surround the brand logo. This free space
should be a distance on all four sides of
the logo equal to one half the height
of the logo. See diagram.
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Copy Voice
Copy Voice
TRACKER® Boats builds America’s favorite fishing boats. We build the best boat possible
and offer customers the best value on the water, because we deliver great performance
and a smoother ride, all at an affordable package price.
The tone of our copy should be an extension of this, convey a sense of approachable
authority and illustrate everything the brand stands for: quality craftsmanship, family
fun, fishing and versatility. We should come across as a helpful authority on boating and
customer service.
These core headlines are the backbone of our marketing, as well as the backbone
of what TRACKER® Boats stands for:
“#1 for 3 Years in a Row.”
“Better Built. Better Backed.”
“Choose the Boat That Fits Where and How You Fish.”
“Making Trusted Boats and Treasured Memories Since 1978.”
“Here’s to Countless Last Casts.”
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The Importance of Standards
Copy Standards
and Mandatories
Copy Standards and Mandatories
Every TRACKER® Boats associate, dealer and vendor plays an important part in protecting
our company’s trademarks and brand names. In addition to our trademark, TRACKER®
Boats has distinct typefaces (fonts) and logo colors, as well as copywriting rules and a
“personality” that set it apart from its competitors. Proper and consistent
use of all these elements reinforces our company’s claim as the rights holder (legal owner)
of the trademark. Improper use can result in loss of our rights.
Trademark Usage
REGISTERED TRADEMARKS must be CAPITALIZED COMPLETELY when used in
body copy text.
A single reference to the trademark is sufficient in either its first use or most prominent
use within the document. Thereafter, it is unnecessary to repeat the symbol. If a
trademark is used in sections of a document which may be published or distributed
separately, each section should contain the ™ or ® symbol at least once.
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Grammar and
Copy Guidelines
Grammar and Copy Guidelines
TRACKER® Boats has established some general style guidelines for grammar and
copy in our advertising, literature, websites and other company communications.
If you are writing on behalf of our company, we expect good creativity, grammar and
spelling. Sometimes grammar rules can be broken for a creative effect. But generally,
proper grammar, spelling and consistency are very important in presenting our products
and corporate image in a credible and businesslike way.
Strive for consistency within each sentence and document. If you are working
on brochure headlines, for example, all headlines within the brochure should be
consistent—either all complete sentences or all phrases. All should be capitalized
and punctuated consistently.
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tracker RED
tracker Red
true black
true black
PANTONE
RED 1788 C
C=0
M=88
Y=80
K=0
Pantone
BLACK C
C=0
M=0
Y=0
K=100
R=234
G=40
B=57
Fishing. That is what TRACKER® Boats are built
for, so naturally that is where the color palette
is pulled from.
Color Palette
Color Palette
Everything from the fish, to the gear, to the
natural surroundings and the actual boat
inspire the choices. They convey what we give
to our customers: classy, well-equipped boats
that put you where the fish are biting and away
from the stress of everyday life.
R=30
G=30
B=30
The TRACKER® Boats palette is comprised of
seven colors: two primary, two secondary and
three accents.
Welded
aluminum
summer
sky
golden
shiner
faded
denim
trophy
bass
Pantone
431 C
Pantone
647 C
Pantone
464 C
Pantone
7470 C
Pantone
5815 C
Welded
aluminum
summer
sky
C=67
M=45
Y=27
K=70
C=96
M=53
Y=5
K=24
R=55
G=66
B=74
R=22
G=87
B=136
golden
shiner
faded
denim
trophy
bass
C=13
M=51
Y=87
K=48
C=99
M=11
Y=21
K=53
C=32
M=31
Y=96
K=79
R=130
G=92
B=38
R=0
G=94
B=110
When possible, always match Pantone equivalent.
R=75
G=71
B=26
A.Primary Colors: TRACKER Red and
True Black are the main colors in the
palette. They need to be used first.
B.Secondary Colors: Welded Aluminum
and Summer Sky are the secondary
colors. They are supportive of the
primary colors.
C.Accent Colors: Golden Shiner, Faded
Denim and Trophy Bass are meant to
be used as back-ups to the primary
and secondary colors only.
Specifications for multiple media platforms
have been listed so that these colors can be
properly represented in every format.
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Fonts
Typography adds distinction to TRACKER® Boats.
Univers is the preferred typeface when marketing TRACKER® Boats.
Like the boats it represents, Univers is an extraordinary font that can be used in virtually any setting. It is
versatile and looks great in numerous formats. It is also a clean and beautifully spaced font that perfectly
illustrates the classic nature, universal appeal and clean layouts and lines of TRACKER® Boats.
HEADLINES
Univers 93 Extra Black Extended
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
SUBHEADS
Univers 57 Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BODY COPY
Univers 47 Light Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BODY COPY HIGHLIGHTS
Univers 47 Light Condensed Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Univers 67 Bold Condensed
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Univers 67 Bold Condensed Oblique
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Thanks to a wide array of faces and weights, Univers can be used for everything talking about
TRACKER® Boats, whether it be a headline or just body copy. But to keep the marketing materials
consistent, efforts need to be made to follow the specifications of faces and weights as shown.
When using certain web-based applications, Universe may not be readily available. Please substitute
a font with similar characteristics (such as Arial).
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Photography
Photography
TRACKER® Boats are made for fishing, fun and adventure on the water, so, naturally,
lifestyle photography is at the heart of our marketing materials and supported by beauty
and action/running shots.
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Photography
Photography
Lifestyle
The key to TRACKER® Boats lifestyle photography is emotion, and all lifestyle images
should evoke feelings in our consumers. Our lifestyle photography should sell the boating
lifestyle, bring back memories of childhoods spent on the water and move consumers to
want to start building new memories by purchasing a TRACKER® boat.
15
Beauty
Photography
Photography
Our beauty shots showcase the boats themselves, as well as the scenery and locales for
boating that make consumers long for the TRACKER® boat that will get them there.
16
Photography
Photography
Running
Our running shots should focus on boat performance using product in motion, as well as
the people and activities associated with boating/fishing.
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Additional Assets
ADDITIONAL ASSETS can be found on the Tracker Marine Dealer Marketing Solutions
(DMS) site—our one-stop shop for all of your branding, promotions, literature and
event needs. Whether you are looking for brand-specific promotional signage, items
for boat shows, hardware for your dealership, ad templates, literature
or radio and TV commercials, you will find it here.
Simply login by entering your user name and password, or new users can follow the
easy registration steps by clicking on “New User Registration.”
VISIONPOINT.group360inc.com/tracker.cfm
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Contact Info
COPYWRITER
Josh Ray
[email protected]
(417) 873-4546
DIGITAL ASSET MANAGEMENT
COORDINATOR
Kim Phillips
[email protected]
(417) 873-5123
TRACKER MARINE GROUP
2500 E. Kearney
Springfield, MO 65898
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