corporate identity

GLOBAL
STANDARDS
GUIDE

E F F E C T I V E D A T E : J U LY 1 , 1 9 9 9 VERSION 1
 C O N T E N T S corporate identity I N T R O D

PAGE BROWNING STANDAR

1-1 INTRODUCTION The Browning corporate
continuous use for over
1-2 LOGO & SIGNATURE DEFINITIONS such as the Buckmark lo
1-3 GUIDELINES FOR USAGE enterprise renowned for
broad range of high-per
1-4 MECHANICAL REQUIREMENTS
The value of the Browni
1-5 COLOR REPRODUCTION use. This brochure prov
signature, the Browning
1-6 STATIONERY/CORRESPONDENCE guidelines are a consens
1-7 LICENSEE LOGO USAGE developed over many ye
require prior approval fr
1-8 ADDITIONAL INFORMATION
The following logo stand
1-9 LOGO DISK AND LOGO SLICK SHEETS dealers and distributors
clean and consistent me
These standards will hop
in the public eye as Brow
modernizing and expan
 I N T R O D U C T I O N quality since 1878

BROWNING STANDARDS
The Browning corporate logotype, with minor modifications, has been in
continuous use for over a century. Together with other Browning trademarks,
such as the Buckmark logo, it has come to identify the corporation as a global
enterprise renowned for the development, manufacture and marketing of a
broad range of high-performance hunting, shooting and outdoor products.
The value of the Browning corporate logo increases with wide and consistent
use. This brochure provides clear guidelines for the proper use of the Browning
signature, the Browning logotype and the Browning Buckmark logo. These
guidelines are a consensus of well-reasoned business and legal decisions
developed over many years. Accordingly, any deviations from these practices
require prior approval from the Corporate Identification Standards Board.
The following logo standards are intended to help Browning, its licensees,
dealers and distributors present Browning in a manner that presents a simple,
clean and consistent message about Browning’s products and corporate culture.
These standards will hopefully make it easier to keep quality, value and tradition
in the public eye as Browning continues to move forward in improving,
modernizing and expanding product lines.

1-1
 LOGOS & SIGNATURE definition GUIDE

BROWNING SIGNATURE: ARRANGEMENT:

Figure 1. The Browning Signature consists of the Browning Logotype and The Browning logos and
Buckmark logo combined as shown. THIS IS THE PREFERRED USAGE and arrangements shown in
is an evolution from the previous version of the corporate Signature. This and logotype as shown i
evolution is designed to give more emphasis and prominence to the two logos letterforms. Do not use
comprising the Signature. The Signature should appear on all Browning B, big G.) Only use artw
merchandise, advertising, support material, etc. in at least one place.
The Signature must always include the single registration mark below and
PROPORTION:
to the right of the “G” as shown.
Enlargement and reduct
FIGURE 1 linear (e.g. photographic
reproduction sheet. Do
Signature or logos in an

BROWNING LOGOTYPE:
Figure 2. The Browning Logotype consists of the word, Browning, in the
traditional logotype form (serif font, all capitals, large “B” and large “G”).
The Logotype may be used when the Browning Signature is not practical
APPLICATIONS:
because of size limitations (certain products such as fishing rods for example).
However, in such instances, the Browning Signature must appear on all All pertinent products, p
associated collateral materials (hangtags, owner’s manual, etc. ) When including invoices, etc. m
used alone, the logotype must always include the registration mark. separate Browning Logo
only if space restrictions
as a separate design elem
FIGURE 2
appear on the applicatio
The Browning Signature
This means that somewh
BUCKMARK LOGO: Browning Signature (Fig
Figure 3. The Buckmark logo is a graphic depiction of a The Browning logotype
buck mule deer’s profile facing to the left. A doe’s profile is headlines as in a sentenc
depicted in the negative space. The Buckmark may never in the same font as the r
be turned to face right. When used alone the Buckmark Signature must never ap
must always include the registration mark. Any placement
of the Buckmark with the logotype that departs from the
The line o
corporate Signature is prohibited. FIGURE 3
The Browning line of clo
1-2
 GUIDELINES usage

ARRANGEMENT:
The Browning logos and Signature must appear only in one of the three
arrangements shown in Figures 1, 2 and 3. ONLY use the combined Buckmark
and logotype as shown in Figure 1. Do not change letterforms or space between
letterforms. Do not use another type face to create the Browning Logotype (big
B, big G.) Only use artwork from the provided disks or the reproduction sheet.

PROPORTION:
Enlargement and reduction of these logos and Signature must be precise and
linear (e.g. photographic) using artwork from the provided disks or the
reproduction sheet. Do not stretch or condense elements of the corporate
Signature or logos in any way.

APPLICATIONS:
All pertinent products, packaging, advertising material, and stationery,
including invoices, etc. must display the official Browning Signature. The
separate Browning Logotype may be used in place of the Browning Signature
only if space restrictions make it impractical. The Buckmark logo may be used
as a separate design element, but only if the Browning Signature or Logotype
appear on the application.
The Browning Signature must always be used at least once per application.
This means that somewhere on the piece (hangtag, garment tag, etc.) the full
Browning Signature (Figure 1) must exist.
The Browning logotype and Browning Signature will never be used in text or
headlines as in a sentence. As a rule, the word, Browning, will be set and printed
in the same font as the rest of the sentence. The Browning logo(s) and Browning
Signature must never appear as part of a company name.

The line of clothing. NOT ACCEPTABLE

The Browning line of clothing. ACCEPTABLE
1-3
 M E C H A N I C A L requirements CO

SIZE MAXIMUM AND MINIMUM: FOUR COLOR THREE-

The Browning Signature, Logotype and Buckmark logo have been designed to The Browning Signature
hold readability over a variety of sizes in positive and negative color applications. dimensional form. This
There is no maximum reproduction size of the trademarks; there are minimum option such as print ads
sizes that must be maintained. The minimum height of the Browning Signature
is 1/2" (13mm) and no less. The minimum length of the Browning logotype is
3/4" (20mm) and no less. The minimum height of the Browning buckmark is
3/8" (10mm) and no less. All logos are to be proportionally reduced and
enlarged using the artwork from the provided disks or the reproduction sheet.

CORPORATE COLORS
VISUAL SPACE: True and consistent repr
The Browning logos and Signature must be surrounded by sufficient space, as The Pantone® Matching
indicated below, to separate them from nearby elements (e.g. other logos) which process colors have been
may cause distraction. communicate these corr
gold color and black ma
used previously has been
For all promotional item
(trade show booths, sho
hangtags, owner's manu
When designing any of t
Department. Use of the
or choice of, the colors o
When using the Brownin
the Browning Logotype
For questions regarding
Corporate Identification

BACKGROUNDS: BLA
The Browning logos and Signature should never be placed on visual
backgrounds that hamper their readability. Please contact the Browning
Advertising Department if unsure of proper usage.
For Browning’s letterhea
of the antique gold is us

1-4
 COLOR reproduction

FOUR COLOR THREE-DIMENSIONAL SIGNATURE:

The Browning Signature has been created in a four-color (CMYK) three-
dimensional form. This is useful in applications when four color printing is an
option such as print ads and catalogs. (Located on provided disk.)

CORPORATE COLORS:
True and consistent reproduction of our colors must always be achieved.
The Pantone® Matching System (PMS) colors and their equivalent CMYK
process colors have been included to accommodate all vendors. Always
communicate these correct colors to vendors. As shown below, a custom
gold color and black make up the corporate colors. (The red accent line
used previously has been discontinued.)
For all promotional items (in-store displays, banners, decals, etc.), exhibitions
(trade show booths, shooting events, etc.) and all product packaging (gun boxes,
hangtags, owner's manuals, etc.) use of the corporate colors is mandatory.
When designing any of the above items, please consult the Browning Advertising
Department. Use of the corporate colors is not mandatory for the ornament of,
or choice of, the colors of Browning products, advertising materials, invoices etc.
When using the Browning Signature, do not print the Browning Buckmark with
the Browning Logotype (which make up the Signature) in separate colors.
For questions regarding the proper use of corporate colors please contact the
Corporate Identification Standards Board.

BLACK ANTIQUE GOLD

PMS 146 at 90%
C-0%, M-34.2%,
Y-90%, K-30.6%

For Browning’s letterhead and envelope, a metallic version (PMS 875)

of the antique gold is used. See page 6 for examples.

1-5
 S TAT I O N E RY correspondence L I C E

LETTERHEAD (FIGURE A): LOGO INFORMATION

Stock: Zellerbach Brand, Mohawk Texture, Tomohawk line
All Browning licensees (
Color: Willow Weight: 60# text
license category on all sa
BUSINESS CARDS (FIGURE B): materials, exhibits and o
Stock: Zellerbach Brand, Mohawk Texture, Tomohawk line
category immediately be
Color: Willow Weight: 80# cover
itself may use the regula
ENVELOPES (FIGURE C):
Stock: Zellerbach Brand, Mohawk Texture, Tomohawk line Existing licensees will fin
Color: Willow Weight: 60# text New licensees should co
TYPE STYLE: approved logo.
Support text should appear in Minion (serif) and Futura Condensed.
INK COLORS:
Browning Signature printed in antique metallic gold (PMS 875)
with black type and rules.

FIGURE A

Parc Industriel des Hauts Sarts +32 (0)4-240 52 11

4040 Herstal - Belgique Fax: +32 (0)4-240 52 12
Gsm: +32 (0)75-67 90 27
e-mail: [email protected]

FIGURE B

ANN D'HOINE
directrice marketing

PARC INDUSTRIEL DES HAUTS SARTS • 4040 HERSTAL - BELGIQUE

+32(0)4-240 52 11 • FAX +32(0)4-240 52 12

FIGURE C

PARC INDUSTRIEL DES HAUTS SARTS • 4040 HERSTAL - BELGIQUE

+32(0)4-240 52 11 • FAX +32(0)4-240 52 12

1-6
 L I C E N S E E logo usage

LOGO INFORMATION FOR BROWNING LICENSEES:

All Browning licensees (fishing, racquet sports, golf, etc.) must identify their
license category on all sales literature, packaging, correspondence, promotional
materials, exhibits and other printed materials by centering the name of the
category immediately below the Browning signature as shown. The product
itself may use the regular Browning Logotype, Signature or Buckmark.
Existing licensees will find current acceptable logos on the supplied disk.
New licensees should contact the Browning Advertising Department for an
approved logo.

1-7
 A D D I T I O N A L information L O G O

PROBLEMS, SUGGESTIONS & EXCEPTIONS

Any problems that may arise, as well as suggestions for possible inclusion to
Browning Corporate Standards Guide must be referred to the Browning
Corporate Identification Standards Board. You may call or write the following:

Browning North America

Advertising Department
One Browning Place
Morgan, Utah 84050-9326
(801) 876-2711

Browning International
Marketing Department
Parc Industriel des Hauts-Sarts
3ème Avenue
B-4040 Herstal, Belgium
+32 (0)4 - 240 52 11

ADDITIONAL DISKS OR LOGO SHEETS

Included in this manual are photo quality logo slick sheets and a disk containing
Browning logos and Signature. Additional disks in IBM or Mac format or logo
slick sheets may be obtained by calling or writing the above addresses.

BROWNING STANDAR
Browning has carefully
Strict adherence to com
guide are required. Re
or Signature. Unautho
The Browning name o
the normal conduct o
approval of Browning

1-8
 L O G O D I S K slick sheet

CAMERA READY
ART of LOGOS

CD of LOGOS

BROWNING STANDARDS & RESTRICTIONS

Browning has carefully developed its company image and company name.
Strict adherence to company name, colors and logos as set forth in this
guide are required. Restrictions apply to the use of any Browning logo
or Signature. Unauthorized use of the name and marks is prohibited.
The Browning name or mark cannot be used for any purpose, other than
the normal conduct of Browning business, without the advance written
approval of Browning.
BROWNING U.S.: One Browning Place, Morgan, Utah 84050-9326
BROWNING CANADA: Browning Canada Sports Ltd/Ltee,
5617 Chemin St-François, St-Laurent, Quebec, H4S 1W6
BROWNING INTL: Parc Industriel des Hauts-Sarts,
3ème Avenue, B-4040 Herstal, Belgium