ONLINE BRAND GUIDELINESThe North Face® was born not just as a brand but as an idea. As a calling to greater challenges and bigger dreams. As a pathway toward the highest peaks and sharpest summits, where one might find a richness that transcends the tug of a mundane, comfortable life. Over the years we have left the sun and the warmth and walked around the colder, darker side of the mountain to see what we might find. There, in the stillness of the wildlands, we have uncovered the values that drive us. Passion to create the toughest, lightest, strongest gear that carries us farther than we ever thought possible. A focus on self-improvement. And the fellowship of athletes who entrust their lives to the technology we create. This spirit lies at our core: The North Face®. Never Stop Exploring™ContentsINTRODUCTION 41. THE BRAND 52. LOGO STANDARDS 93. COLORS 184. FONTS 225. PHOTOGRAPHY & IMAGERY 286. PRODUCT POSITIONING 387. P2P EXPERIENCE 418. PARTNERSHIP STORES 479. DOMAIN USE 5110. ONLINE AD CAMPAIGNS 5311. REFERENCE 56The North Face® ONLINE BRAND GUIDELINESINTRODUCTIONPresentationAt The North Face, we recognize the potential the Internet has for growing your business and promoting your brand, as well as our own. We believe that by clearly articulating our web identity brand guidelines, we can support our dealers who wish to take advantage of online commerce and communication while delivering a precise and consistent brand message to The North Face online consumer.Who is the main audience for this document?This document should act as a reference for the overall look and feel of the The North Face brand online, ensuring the brand values are reflected correctly in the digital medium as they are when using other communication tools. Main Audience: • Online Dealers authorized to market, advertise and sell • Product to Product Linked Dealers from the The North Face site • Partnership Store DealersWhat this document will ensure?The guidelines outlined in this directive provide a global overview of key design elements, illustration templates and regulations founding bases of the new Online Policy. All of the information to successfully communicate, market or sell products through authorized Online Dealer sites is included, assuring consistency in the presentation and communication of The North Face brand.Since all site structures are unique, it will be necessary to adapt The North Face product and brand content to each site while following the general guidelines. A general online strategy update will be sent each season.PLEASE NOTE:This online manual is a guide that is subject to change. If necessary, online strategies will be adjusted based on business and web trends. Each season images and product information will be provided.1. BRANDONLINE BRAND GUIDELINESThe North Face® ONLINE BRAND GUIDELINESvISIONThe North Face® is the pr...
