5. Whether you're from the city or the ‘burbs, every day is a chance for adventure and
that is what’s at the core of our company.
We’re driven to produce products that can improve our lives in subtle and meaningful
ways; from technical fabrics, innovative designs and multi-functional use, while still
maintaining our signature sleek and stylish aesthetic. We’re also committed to the
production of our products in socially responsible facilities, which now includes the
use of post-consumer materials to help reduce our overall carbon footprint while still
maintaining our high production quality standards.
Even with all of these added benefits, we’re excited to maintain a price that
makes Hawke & Co attainable by all because everyone should look great through
life’s adventure.
BRAND STATEMENT
Hawke & Co | Brand Identity Guidelines 20165
6. Today’s most influential consumer is part of the Millennial
generation. This population spans ethnicity and geography
and reflects our core customer and those of our retail partners.
These younger consumers have an insatiable appetite for
information and the opportunity to share their interests and
engage with brands that matter most to them and the world
at large. Authenticity is the backbone to brands who succeed
with this purchaser.
At Hawke & Co, we work hard to live up to the expectations
that our customers set for us. We know they have many
options when it comes to brands but remain loyal and
enthusiastic as we introduce products that continuously
exceed their expectations. After all, being awesome is
something we have in common with our customers.
AUDIENCE & PERSONALITY
Being awesome is
something we have
in common with our
customers.
"
"
Hawke & Co | Brand Identity Guidelines 20166
8. LOGOS - PRIMARY/PRO
Consistent use of the Hawke & Co logos is essential in creating
a united brand identity. The master logo is supplied as artwork
and should never be altered, distorted or re-created in any way.
Hawke Black
Hawke Black - Reverse
Hawke Orange - Reverse
Hawke Gray - Reverse
PRIMARY LOGO - COLOR
PRIMARY LOGO - GRAYSCALE
Hawke & Co | Brand Identity Guidelines 20168
9. LOGOS - SECONDARY/TERTIARY
Consistent use of the Hawke & Co logos is essential in creating
a united brand identity. The master logo is supplied as artwork
and should never be altered, distorted or re-created in any way.
Hawke Black
Hawke Black Hawke Black - Reverse
Hawke Black - ReverseHawke Orange - Reverse
Hawke Orange - Reverse Hawke Gray - Reverse
Hawke Gray - Reverse
SECONDARY LOGO - COLOR & GRAYSCALE
TERTIARY LOGO - COLOR & GRAYSCALE
Hawke & Co | Brand Identity Guidelines 20169
10. LOGOS - OUTFITTER
Hawke Black Hawke Black - ReverseHawke Maroon - Reverse Hawke Gray - Reverse
OUTFITTER LOGO - COLOR OUTFITTER LOGO - GRAYSCALE
Consistent use of the Hawke & Co logos is essential in creating
a united brand identity. The master logo is supplied as artwork
and should never be altered, distorted or re-created in any way.
Hawke & Co | Brand Identity Guidelines 201610
11. LOGOS - BLACK
Hawke Black - Reverse Hawke Gray - Reverse
BLACK LOGO - GRAYSCALE ONLY
Consistent use of the Hawke & Co logos is essential in creating
a united brand identity. The master logo is supplied as artwork
and should never be altered, distorted or re-created in any way.
Hawke & Co | Brand Identity Guidelines 201611
12. LOGOS - ECO
Hawke Black
Hawke Black - Reverse
Hawke Eco Green - Reverse
ECO - COLOR
ECO - GRAYSCALE
Consistent use of the Hawke & Co logos is essential in creating
a united brand identity. The master logo is supplied as artwork
and should never be altered, distorted or re-created in any way.
Hawke & Co | Brand Identity Guidelines 201612
13. LOGO USAGE - CLEAR SPACE
The Hawke & Co logos must always have a clear area surrounding it,
free from any other element. The below guides show the minimum
clearance between the logo and other elements.
The height of the "Ampersand" in the logos
indicates the measurement of minimum clearance.
The height of the "O" in the logos indicates the
measurement of minimum clearance.
PRIMARY / SECONDARY / TERTIARY
OUTFITTER / BLACK / ECO
Hawke & Co | Brand Identity Guidelines 201613
14. LOGO USAGE - SIZING
These sizes should be considered the minimum size for web and print uses.
For logo sizes smaller than the minimum sizes below, please contact our team
for review and approval. Please note - web sizes are not to scale.
WEB - MINIMUM SIZES PRINT - MINIMUM SIZES
Width: 1.375 inchWidth: 150 pixels
Width: 120 pixels Width: 1 inch
Width: 1 inchWidth: 120 pixels
Width: 1.375 inchWidth: 150 pixels
Hawke & Co | Brand Identity Guidelines 201614
15. LOGO USAGE - IMPROPER
Hawke & Co relies on a consistent use of our logos to present a strong brand
image. Please do not change the mark, including but not limited to changes in
the color, proportion, or design, or removal of any words or artwork.
IMPROPER LOGO USAGE
1. Do not change the size relationship of elements 7. Do not add a pattern into the logo
2. Do not compress the logo 8. Do not outline the logo with a stroke
3. Do not compress the logo
4. Do not add any effects to logo
9. Do not place logo on background that alters specifications
10. Do not place logo on busy background image
11. Do not skew the logo
12. Do not rotate the logo6. Do not alter color specifications
5. Do not add drop shadow to logo
Hawke & Co | Brand Identity Guidelines 201615
16. COLOR
Pantone: 1655 C
CMYK: 0 / 84 / 100 / 0
RGB: 252 / 76 / 2
HEX: #FC4C02
Pantone: Cool Gray 9 C
CMYK: 55 / 47 / 44 / 10
RGB: 117 / 120 / 123
HEX: #75787B
Pantone: 633 C
CMYK: 98 / 6 / 10 / 29
RGB: 0 / 115 / 150
HEX: #007396
Pantone: Neutral Black C
CMYK: 71 / 66 / 65 / 72
RGB: 34 / 34 / 35
HEX: #222223
Pantone: 1945 C
CMYK: 22 / 100 / 71 / 14
RGB: 166 / 9 / 61
HEX: #A6093D
Pantone: 355 C
CMYK: 98 / 12 / 100 / 2
RGB: 0 / 150 / 57
HEX: #009639
Our colors are what give us our personality. Hawke Orange combines energy
with the curious nature to explore. The Outfitter Maroon and Black Label colors
represent courage and elegance in power. Eco Green shares our view on the
environment and represents our growth in creating sustainable products.
MAIN PALETTE SUPPORTING PALETTE
Hawke
Orange
Outfitter
Maroon
Black
Label
Eco
Green
Hawke & Co | Brand Identity Guidelines 201616
17. COLOR - BRAND EXAMPLES
As each collection—Pro, Outfitter, Black and Eco—has their own unique
voice, the collections take on different palettes to reflect this tone. The below
is a foundation for how each collection appears through color.
PRO OUTFITTER BLACK ECO
Hawke & Co | Brand Identity Guidelines 201617
18. TYPOGRAPHY
Consistent typography is essential in keeping true to our brand image.
We use Gotham, a strong typeface with roots in New York inspired from signs
and buildings in the city. With its comprehensive range of weights, it helps
communicate our image across many different applications and media.
HEADING DISPLAY
COPY COPY
ABCDEFGHJKLM
NOPQRSTVWXYZ
abcdefghjklm
nopqrstvwxyz
abcdefghjklm
nopqrstvwxyz
Gotham - Black
Gotham - Light Gotham - Medium
Hawke & Co | Brand Identity Guidelines 201618
19. TYPOGRAPHY - SIZE USAGE
As different application uses and sizes will effect type display, use the
below guide to keep type consistent across all print and digital channels.
For Headlines, the leading should be -1 of the Point size. For Copy, the leading
should be +4 of the Point Size.
HEADING EXAMPLES COPY EXAMPLES
SAMPLE
HEADLINE
SAMPLE
HEADLINE
SAMPLE
HEADLINE
SAMPLE
HEADLINE
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur semper nunc vitae
risus semper dignissim et vel dolor.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur semper nunc vitae
risus semper dignissim et vel dolor.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur semper nunc vitae
risus semper dignissim et vel dolor.
Lorem ipsum dolor sit amet, consectetur
adipiscing elit. Curabitur semper nunc vitae
risus semper dignissim et vel dolor.
30 Size pt / 29 Leading pt
35 Size pt / 34 Leading pt
12 Size pt / 16 Leading pt
10 Size pt / 14 Leading pt
8 Size pt / 12 Leading pt
6 Size pt / 10 Leading pt
25 Size pt / 24 Leading pt
15 Size pt / 14 Leading pt
Hawke & Co | Brand Identity Guidelines 201619
20. TYPOGRAPHY - EXAMPLES
Typography is important when creating compelling and engaging content.
By using the two typefaces, we can create hierarchy and develop a consistent
style to our most important information. Below is some examples of using the
type along with the main palette and basic shapes.
TYPE EXAMPLES
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S E L E C T O U T E R W E A R S T Y L E S
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N E W S T Y L E S
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INTRODUCING
HAWKECO
Helping the environment
never looked or felt
this awesome.
Hawke & Co | Brand Identity Guidelines 201620
21. IMAGERY - LIFESTYLE
Lifestyle photography is used across all marketing to show our customer
in an everyday environment. Our mission is to engage viewers and to have all
images feel authentic and natural.
Hawke & Co | Brand Identity Guidelines 201621
22. IMAGERY - PRODUCT
Product photography is used to showcase the item itself, focusing on the
features of the product. Consistent white backgrounds are used to avoid any
distractions and to insure quality in lighting and colors. Please note—do not add
drop shadow.
Hawke & Co | Brand Identity Guidelines 201622
23. IMAGERY - ICONS
Defining product features is important in all stages of customer experience.
We created a consistent set of icons to communicate performance and use
across labels, hang tags, websites and other applications. For web use, the
minimum icon width is 60 px. For print, the minimum icon width is 0.5 inches.
Moisture Wicking
Anti-Static
Waterproof
Lightweight
4-Way Stretch
Water Repellent
Breathable
Anti-Microbial
Water Resistant
Pocket Packable
Recycled Materials
Wind Resistant
Machine Washable
UV Protection
Heat Insulated
ICONS COLOR EXAMPLES
Hawke & Co | Brand Identity Guidelines 201623
24. IMAGERY - TEXTURES
Using subtle textures in images and typography creates interest and depth when
showcasing select materials. It's important the textures are used sparingly and
do not become distracting to the overall message or goal of the content.
DISTRESSED STAMP HALFTONE PAINT ROLL
Before Before BeforeAfter After After
Hawke & Co | Brand Identity Guidelines 201624
25. IMAGERY - TEXTURE EXAMPLE
Putting the content together—image, type and textures—
below is a basic example of the visual system in action.
TEXTURE EXAMPLES
Before After
CLOSE-UP
Hawke & Co | Brand Identity Guidelines 201625
26. IMAGERY - PATTERNS
Subtle patterns add recognition to the brand image and can create consistency
across different applications. It's important to use patterns sparingly as they can
become repetitive and distracting.
TOPOGRAPHIC DIAGONAL SQUARE VERTICAL RULE
Hawke & Co | Brand Identity Guidelines 201626
27. IMAGERY - PATTERN EXAMPLE
Putting the content together—image, type, texture and pattern—
below is a basic example of the visual system in action.
H AW K E O U T F I T T E R
F A L L
2 0 1 6
Hawke & Co | Brand Identity Guidelines 201627
28. MOOD BOARD - PRO
A mix between the city streets and the modern explorer, the Hawke & Co
customer is always on the go and has the itch for adventure.
Hawke & Co | Brand Identity Guidelines 201628
29. MOOD BOARD - OUTFITTER
A city dweller that loves the outdoors, the Outfitter customer bounces between
the daily grind and the next weekend getaway adventure.
Hawke & Co | Brand Identity Guidelines 201629
30. MOOD BOARD - BLACK
Simple, elegant and sophisticated - the Black customer is refined
and styled from the workplace to the night out.
Hawke & Co | Brand Identity Guidelines 201630
31. MOOD BOARD - ECO
The Eco customer values the products they invest in. Concerned about style
and the environment, they're willing to give a little more to help the planet.
Hawke & Co | Brand Identity Guidelines 201631
32. BRAND ASSETS
A digital copy of this brand book and all of the assets detailed in this document
are available for download from our website. Please visit the URL below to
access these files and discover more about connecting with Hawke & Co.
WWW.HAWKEANDCO.COM/BRAND
BRAND IDENTITY
GUIDELINES 2016
Hawke & Co | Brand Identity Guidelines 201632
33. CONTACT
Any questions about the brand and asset usage should be directed to our
Director of Marketing & Branding, Daniel Montelongo.
Director of Marketing & Branding
dan@hawkeco.com
212-461-4332
DANIEL MONTELONGO
Hawke & Co | Brand Identity Guidelines 201633
