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BRAND GUIDELINES

0.00

0.00

Table of Content

Contents Page

Contents Page

About Us

1.00

Brand Platform

1.01

Typography 4.00

Visual Elements

2.00

The Logo
Primary Logo
Secondary Logo
Small Logo
Logo Dos and Donts

2.01
2.02
2.03
2.04
2.05

Color Palette

3.00

Primary Colors
3.01
Secondary Colors
3.02
Grays 3.03

Primary Typeface
Font Weights
Secondary Typeface
Numbers & Price Lockup
Web Font
Web Size

4.01
4.02
4.03
4.04
4.05
4.06

Applications 5.00
Business Stationary
5.01
Employee Shirt
5.02
Bicycle Jersey
5.03
Transportation 5.04
Website 5.05

1.00

1.00

About Us
MOT ION

1.00
1.01

About Us
Brand Platform

Motion has supported local youth in the DC Metro area since 2007 providing
a safe, nurturing and educational environment that reinforces teamwork, hard
work, and entrepreneurship through bike maintenance and education programs.
Since our launch, we have had the opportunity to sponsor more than 300 youths
and provide more than 1,500 refurbished bikes to the community.
Local youth are invited to participate in bike refurbishment and retail operations
as they contribute to the daily operations of the Motion retail location in the
DMV area leaving with both tangible mechanic and business management skills.

1.01

Brand Platform
1.00
1.01

About Us
Brand Platform

1.01

Mission:

To help disadvantaged, at-risk youth, by teaching them life skills. The


purpose of the non-profit arm of the company would be to create an
aprrenticeship, which would be in charge of immersing the chosen
student in all aspects of the running of a business operation.

Vision:

The shops vision is to bex a space where community engagement,


economic opportunity and sustainable transportation come together
for people of all ages and backgrounds.

2.00

2.00

Visual Elements
MOT ION
2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts

Our corporate identity includes a logo and supporting typefaces,


but it is the way these are used and the context in which they
appear that is equally important to the corporate identity.

2.01

2.01
Logo Variations
The logo is comprised of two parts
(seperatable in some exception): the
logo and the full name Motion. One
element may be separated.

The Logos

MOT ION

MOTION

There are three versions of the logo:



01 Standard logo

02 Horizontal logo

03 Small use logo

MOT ION

2.00 Introduction
2.01 The Logos
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts

Our identity is not just a logo. It is a design scheme


composed of a number of core elements that come
together to create a distinctive look and feel that
makes the Motion brand instantly recognizanble.

MOT ION

MOTION

The Standard logo is the preferred


version and should be used wherever possible. The Horizontal version
should be used when a logo is required below the minimum height of
the Standard version or where the
space available is more appropriate
to a horizontal lock-up.

2.02

2.02
113.5

3.7
52.6

Primary Logo Size

M
M

2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts

113.5

360

MOT ION

1.7% of the
total dark area

MOT ION

Safe Area

Minimum Size

The primary Logo presentation is enhanced by maintaining a


clear area, void of all imagery surrounding the logo. This area is
defined by the cap height and width of the M within the logo.

To ensure legibility and brand consistency, the width of the


logo must never be reduced any smaller width than an 1 box.

2.03

Secondary Logo Size


2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts

2.03

MOT ION

MOTION
MOT ION

MOTION

0.25

If your design requires the Horizontal logo to go below this


height then you must replace the design with the Vertical
Small use logo

2.04

Small Logo Size


2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts

2.04

MOT ION

MOTION
This Logo has been specially drawn to reproduce at
small sizes and is the only logo artwork that can be used
below the minimum size of the Horizontal logo. However,
the Small use logo must not be used above its maximum
size (up to 1 inch).

2.05

2.05
DONTS

DOS

Logo DOS AND DONTS

MOT ION

Use the logo as is

MOT ION

Use approved black and

NOI TOM

MOT ION

Do not flip the logo

white version

2.00 Introduction
2.01 The Logo
2.02 Primary Logo Size
2.03 Secondary Logo Size
2.04 Small Logo Size
2.05 Logo Dos and Donts
The Dos and Donts do not illustrate every acceptable
use and violation of the Motion logo. Beyond these restrictions, the safest and best way to maintain our brand
communications is to minimize alterations to the logo.

of the logo.

MOT ION

MOT ION

Place the logo on photos

The typeface Motion may

that dont compete with it.

be left out under certain

MOT ION
Do not adjust the propor-

circumstances.

tions of the logo

MOT ION

Place logo on approved


color fields

MOT ION

Scale the logo proportionally

Do not alter individual part

MOT ION

MOT ION

Do not rotate the logo

MOT ION

Do not modify the color

Do not place the logo on a

of the logo, except on

busy pattern or photo

approved colors

3.00

Color Palette
3.00 Introduction
3.01 Primary Color
3.02 Secondary Color
3.03 Grays

3.00

Our approach to color is bold and simple. The


Motion Red and Black serve as anchor points.
Additional colors are derived from these two and
serve specific purposes in complementing the brand.

3.01

Primary Color

3.01

CMYK : 11, 100, 100, 3


RGB : 209, 0, 19
HEX : D10013
PMS : 1797

3.00 Introduction
3.01 Primary Color
3.02 Secondary Color
3.03 Grays

Motion Red

This is the primary Motion Red. This color


would also appear in the Tag, and all items
associated with pricing.
The Motion Red and Black anchor the brand.For both
primary colors, use only the provided CMYK, RGB, HEX
or PMS values. This will help maintain brand consistency
and avoid confusion.

CMYK : 100, 100, 100, 100


RGB : 0, 0, 0
HEX : 000000
PMS : Black 2 2X

Motion Black

This is the primary Motion Black. Along with


Motion Red, these are our workhorse colors
and, as such, functions in a foundational role
of all our navigational and informational needs.

3.02

3.02
CMYK : 77, 0, 100, 0
RGB : 0, 191, 12
HEX : 00BF0C
PMS : 361

Secondary Color

Sustainability Green

Green is used only in instances for


Motion green initiatives. This can
include recycling and eco-friendly
products.

CMYK : 0, 0, 100, 0
RGB : 255, 255, 0
HEX : FFFF00
PMS : Process Yellow

3.00 Introduction
3.01 Primary Color
3.02 Secondary Color
3.03 Grays

Each secondary color relates to and complements the


primary Motion Colors. All five secondary colors have a
specific use and purpose that is outlined. By following
these guidelines, the Motion color palette will serve to
help customers navigate our communications with ease.

Highlight Yellow

This yellow serves the purpose of


highlighting content that is relevant
or important, but not primary.

CMYK : 89, 39, 0, 1


RGB : 28, 154, 252
HEX : 1C9AFC
PMS : 285

Cool Blue

This blue is associated with new


products that is not produced in the
workshop.

CMYK : 84, 9, 0, 61
RGB : 16, 91, 99
HEX : 105B63
PMS : 7470

Background Blue

If in any circumstances, the logo has


to be placed against black or busy
pattern or photo, this color is used
as a background to the logo.

3.03

3.03
CMYK : 0, 0, 0, 0
RGB : 255, 255, 255
HEX : FFFFFF

CMYK : 0, 0, 0, 100
RGB : 0, 0, 0
HEX : 231F20

Greys

Black

White

Black is used for typography and logo only.

3.00 Introduction
3.01 Primary Color
3.02 Secondary Color
3.03 Grays

The range of acceptable grays for Motion complement


the rest of the Motion palette. Use the grays below in
concert with the primary and secondary Motion colors.
Grays can be used anywhere but should NEVER take
precedence over the other color.

White can be used for typography, backgrounds and transparent containment boxes.

CMYK : 0, 0, 0, 80
RGB : 51, 51, 51
HEX : 333333

CMYK : 0, 0, 0, 65
RGB : 89, 89, 89
HEX : 595959

CMYK : 0, 0, 0, 50
RGB : 127, 127, 127
HEX : 7F7F7F

CMYK : 0, 0, 0, 35
RGB : 166, 166, 166
HEX : A6A6A6

CMYK : 0, 0, 0, 20
RGB : 204, 204, 204
HEX : CCCCCC

80% Gray

65% Gray

50% Gray

35% Gray

20% Gray

For dark backgrounds.

For dark backgrounds.

For dark backgrounds.

For light backgrounds.

For light backgrounds.

4.00

Typography
4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font

4.00

Motion Typography is built around clarity and uniformity. The


Motion font, Akzidenz Grotesk, is designed to be legible in
a range of sizes and weights. Unifying our communications
around a single legible typeface makes it easier for consumers to make the perfect match. This section will introduce
Akzidenz Grotesk for Motion.

4.01

4.01
Akzidenz Grotesk CE Roman for Motion

Primary Typeface
4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font
A brand typeface is its visual voice. A strong typeface
differentiates a brand, but should also be a flexible tool
for communications.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789

4.02

4.02
Akzidenz Grotesk for Motion Acceptable Weights

Font Weights
4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font

Condensed

Extended BQ

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

CE Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

BE Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

CE Light

Light Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Light Italic

CE Roman Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

4.03

4.03
In the case of Akzidenz Grotesk not available, a secondary typeface, Raleway, can be used.

Secondary Typeface
4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font

Thin

SemiBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Light

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ExtraBold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Medium

Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

4.04

4.04
Type Treatments

(Headlines, Subheads, Body Copy and Disclaimers)

Numbers & Price Lockup

799

10

%1

4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font

Dollar Signs, Cents & Percentage Symbols

Price Lockup

(Fact Tags, Inserts and In-Store Library

Savings Line

Price Lockup

Set in Bold, all caps


Full size dollar mark

Set in color black

SAVE $1,000 REG. $1,689.99

Do superscript dollar signs, cents and percentage


symbols in larger applications such as headlines,
call-out circles and copy treatments
Allign all at the top

The Price
Disclaimer Number Usage

10%1

Set in Regular
Number should be one-half the size of the
percentage symbol to ensure legibility
Allign all at the top

$8 / 8%

Do not superscript dollar signs, cents and


percentage symbols in a smaller applications
such as descriptor, body copy and legal disclaimer.

10098
Tracking / Kerning
Do adjust tracking/kerning and cap height
for better visual presentation

Regular Price

$1,58999

Set in Bold
Full size dollar mark
Show cents (even if 00)
Superscript Cents

Set in Regular, all caps


Full-size dollar mark and
cents with decimal points

EACH

Comma Usage

Quantity Description

Use commas on prices and


nontechnical reference for all
numbers greater than 999.
e.g. $1,000.00, 1,000 people,
5,000 pages

Optional: Set in Bold, all caps

4.05

4.05
Arial is Used For Web Usage Only
Regular Narrow

Web Font

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Regular

4.00 Introduction
4.01 Primary Typeface
4.02 Font Weights
4.03 Secondary Typeface
4.04 Numbers & Price Lockup
4.05 Web Font

Bold Narrow Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Bold Narrow

Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Bold Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

WWW.MOTION.CO

5.00

Applications
5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

5.00

Brand elements brought together in the right way create


enganging visual expression. Motion identity is made from a
combination of the aformentioned elements which are used in
a variety of applications. The following pages are dedicated to
show examples of applications that maintain the brand value.

5.01

5.01

Amanda Petersen
1400 No Name St. Turnersville
New Jersey., 34728. USA.

Business Stationary

Dear Ms. Petersen,


Rum doluptat. Occatiosam restiat doluptatenis aut aborest, sint, optus, es que velis
acerias ate destiorecea sedit fugiantiur sim volorem rem di iunto inum vel mo maxT : 541-3945-9161
imus, te lant atur at aut quis nonsect aspere prorepelit qui aut in eaqui voloraest ex
C : 542-3945-6191
E : RChamberlain@Motion.Co
eumque nonem hil ium fuga. Assi beation sectem qui te si aut accuptatem cus, nest
A : 304 E Street, NW
Washington, DC., 20001et moluptia porem doluptatibus ut omnitatur? Licit rae doloreri nobisqui tem eatur, qui
essedicipsam esenis core cus.
+1 (541) - 3945 - 9161
Fugit asperspit molorem fuga.304
Ri Enum
que laborror mollaceaquam ligendae odisW W W. M O T I O N . C O
Street, NW
tiaspid eumque vidi dolorporitaeWashington,
quodia diDC.,20001
rem volor arum ipsunt omnimaxim esentios secturiberum essedicipsam esenis et et omnisti oruptur ma nonseca boressi occus, unt. Lis velis eos essequid minvelita veriatur sant atibus, sin re dolupta tecati ut ad
qui duciust ioreri quat. Uptis nonsect ecerent reicae aut quunt, sit millab in nus eritios
ROBERT A. CHAMBERLAIN
vere peribus arum erae volut omnis nonserisquo cus essite nulloreius, corum digent
CEO
quasper untempe reictur aut ius. Apienis denditior sitem est venime conse erio. Neque
T : 541-3945-9161
voluptate nis maximendam, earitat quam accae eos quate voluptae velesti as aut eaC : 542-3945-6191
E : RChamberlain@Motion.Co
tus, nis denditior ne sit quaspit ea si.
ROBERT A. CHAMBERLAIN
CEO

MO
M OT
T ION
ION

5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

MOTION

A : 304 E Street, NW

MO
M OT
T ION
ION

Washington, DC., 20001

W W W. M O T I O N . C O

WWW.MOTION.COM

Sincerly,

Stationery is a primary means of communication and it is


essential that every application be a consistent reflection of
our corporate identity. There is only one approved design
format for all corporate and business unit stationery.

ROBERT A. CHAMBERLAIN
CEO

T : 541-3945-9161
C : 542-3945-6191

Robert A. Chamberlain
CEO

E : RChamberlain@Motion.Co
A : 304 E Street, NW

Washington, DC., 20001

MOT ION

W W W. M O T I O N . C O

541-3945-9161
304 E Street, NW
Washington, DC., 20001

W W W. M O T I O N . C O

5p0

Front

Stationary Sizes

21p0 X 12p0

6p10

Raleway Heavy 7pt

ROBERT A. CHAMBERLAIN
542-3945-6191
E : RChamberlain@Motion.Co
A : 304 E Street, NW
Washington, DC., 20001

0p3

Amanda Petersen
1400 No Name St. Turnersville
New Jersey., 34728. USA.

Raleway Medium 13pt

1p7

8pt CE Roman Regular


2p0

W W W. M O T I O N . C O

12pt Regular

6p1

Dear Ms. Petersen,

25pt Regular

Rum doluptat. Occatiosam restiat doluptatenis aut aborest, sint, optus, es que velis
acerias ate destiorecea sedit fugiantiur sim volorem rem di iunto inum vel mo maximus, te lant atur at aut quis nonsect aspere prorepelit qui aut in eaqui voloraest ex
eumque nonem hil ium fuga. Assi beation sectem qui te si aut accuptatem cus, nest
et moluptia porem doluptatibus ut omnitatur? Licit rae doloreri nobisqui tem eatur, qui
essedicipsam esenis core cus.
Fugit asperspit molorem fuga. Ri num que laborror mollaceaquam ligendae odistiaspid eumque vidi dolorporitae quodia di rem volor arum ipsunt omnimaxim esentios secturiberum essedicipsam esenis et et omnisti oruptur ma nonseca boressi occus, unt. Lis velis eos essequid minvelita veriatur sant atibus, sin re dolupta tecati ut ad
qui duciust ioreri quat. Uptis nonsect ecerent reicae aut quunt, sit millab in nus eritios
vere peribus arum erae volut omnis nonserisquo cus essite nulloreius, corum digent
quasper untempe reictur aut ius. Apienis denditior sitem est venime conse erio. Neque
voluptate nis maximendam, earitat quam accae eos quate voluptae velesti as aut eatus, nis denditior ne sit quaspit ea si.

MOTION
+1 (541) - 3945 - 9161
304 E Street, NW
Washington, DC.,20001

3p7

57p3 X 24p9

51p0 X 66p0

Regular 13pt


T : 541-3945-9161

Envelope

Letterhead

6pt Raleway Bold

CEO

C :

Back

6p0

5.01

3p7

All dimensions and type sizes are


given in picas, a universal standard of
measurement recognized byprinters
and designers around the world. One
pica is equivalent to 12 points. Computer applications use the PostScript
value of six picas, or 72 points, to the
inch, the universal medium.
Business Card*

5.01

9pt Regular All Caps

9p9

6p4
10pt CE Roman

Fonts are Akzidenz Grotesk unless


noted.

12 pt Raleway

Sincerly,

WWW.MOTION.COM

13pt Regular
MOT ION
MOTION

9.5pt BE Regular
12p4

Robert A. Chamberlain

Raleway Bold 9pt

CEO

541-3945-9161

CE Roman 9pt

304 E Street, NW
Washington, DC., 20001

W W W. M O T I O N . C O

1p9
8p7
6p0

*Actual Size

CE Roman 10pt

8p3

5.02

Employee Shirt

5.02

BORN TO CYCLE
(FORCED TO WORK)
WWW.MOTION.CO

5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

5.03

Bicycle Jersey
5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

5.03

5.04

Transportation

5.04

MOTION

MOTION 1

WWW.MOTION.CO

5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

MOTION
WWW.MOTION.CO

5.05

5.05
Motion Cycle
https://www.motion.co/Home

Website
5.00 Introduction
5.01 Business Stationary
5.02 Employee Shirt
5.03 Bicycle Jersey
5.04 Transportation
5.05 Website

Motion Cycle

Motion Cycle
https://www.motion.co/About_Us

https://www.motion.co/Programs

Motion Cycle
https://www.motion.co/Contact_Us