Hags

📋 1 Guidelines

🔗 Connections

Sector

Sports Construction

Region

Sweden

Guideline Year

2017

Language

English

Tags

Entertainment

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To deliver the best recreational solutions by using our unique knowledge and skills, and by sharing that knowledge with colleagues, partners and customers [^1].
Core Values
  • Results
  • Empathy
  • Responsibility
  • Implement
Target Audience
  • People of all ages and abilities seeking outdoor play, sports, fitness, park, and urban furniture solutions. The brand also targets architects, urban planners, and both experienced and inexperienced customers [^2].
Personality Traits
  • Creative
  • Confident
  • Genuine
  • Open
  • Intelligent
  • Inspirational
  • Embracing
  • A listener
  • Collaborative
  • Educational
  • Professional
  • Playful
  • Passionate
  • Flexible
  • Exciting
  • Evolving
Visual Identity Overview
  • The visual identity is playful, happy, and engaging, using vibrant colors combined with neutrals for a contemporary and clean look. The brand imagery focuses on genuine, positive action shots of products in use, clean and crisp visuals, and a consistent application across all media. Typography uses Stag, Stag Sans, and Arial fonts, with strict logo usage guidelines and clear space requirements [^3].

Categories

Brand Voice
  • As a company, we should engage with our audience with transparency and honesty, the same way we do as individuals with our peers. To ensure customers and influencers adhere to HAGS’core values, we need a clear vision and shared goals
  • HAGS IS: Creative, Confident, Genuine, Open, Intelligent, Inspirational, Embracing, A listener, Collaborative, Educational HAGS IS NOT: Square, Arrogant, Pretentious, Defensive, Smug, Mainstream, Limiting, A lecturer, Divisive, Ignorant
  • HAGS promotes fun, excitement, health and wellbeing Playfulness Playfulness is HAGS approach to R&D, design, communication and runs throughout the business. The HAGS brand has a tone of voice, which the customer recognises, on a conscious or subconscious level. HAGS tone of voice combines friendly familiarity with respect and professionalism.
  • It is warm and accessible and invites the customer to engage in a dialogue.
  • HAGS strives to be seen as an expert and a friend to our customers
  • We understand the feeling of joy and excitement our products can bring and we understand that industry jargon can be complicated and bewildering for inexperienced buyers. We should make it as easy as possible for people to understand both our products and the industry by being generous with information and using language which expresses the feelings our products can elicit in the end user. When we are writing, we try to understand how the person reading will be feeling, in order to write in the appropriate tone.
  • Product Descriptions • Explain the key features of the product • Emphasise the enjoyment the end user will take from the product experience • Refer to the advantages of the brand or product range
  • Case Studies • Provide background to the project; The location, customer type and facilities • Explain the customer’s brief and specifications • Highlight the outcomes and how we met the brief
  • Our tone of voice should reflect these USPs thanks to inspirational copy and imagery and a design-led approach that will resonate strongly with an audience of architects and urban planners. An emphasis on the high-quality materials and finishes, the user-centric features and the ethos of the designers involved is recommended.
Brand Imagery
  • Note: Make sure that you have the legal right to use photos for your intended purpose. People pictured in photos must approve their involvement before publication
  • An important part in how we communicate our brand visually, lies in the pictures. We have several different types:
  • I. Products in action Kids playing in our playgrounds or an outdoor gym in action are examples in this category. We strive to make these look as genuine and positive as possible. Pictures and video should not show any misuse of products. Our product action shots are the cornerstone of our design. We rely on a clean, crisp look with strong imagery forming the focal point.
    1. Products in environment or studio Our products can also be presented in pictures without people -shot in studio settings our in outdoor environments. The Park & Urban furniture range is often shot in dramatic lighting for a high end, exclusive feeling.
    1. Rendered product pictures and scale drawings Most of our products are professionally 30 CAD drawn to clearly illustrate functions and design. Detailed scale drawings of products are also used.
Color Palette
  • If using the logo with the letters only on a solid colour background, please ensure that: • It is used on a colour from the palette shown on page 35
  • The Marketing Department are to be consulted if the logo is to be used over a colour not shown in the approved colour palette
  • Logo letters must remain in either black or white
  • The main colour scheme of the HAGS brand is playful, happy and engaging
  • These vibrant colours are combined with neutrals – grey, black and white to create a contemporary and clean look.
  • Red CMYK (1, 99, 97, 13) RGB (204, 18, 21)
  • Dark Red CMYK (25, 97 100, 22) RGB (157, 32, 12)
  • White CMYK (0, 0, 0, 0) RGB (255, 255, 255)
  • Green CMYK (66, 0, 99, 0) RGB (95, 187, 72)
  • Dark Green CMYK (88, 35, 83, 24) RGB (19, 106, 72)
  • Beige CMYK (8, 19, 54, 21) RGB (191, 166, 112)
  • Blue CMYK (76 24, 21, 3) RGB (43, 149, 177)
  • Dark Blue CMYK (100, 76, 10, 0) RGB (0, 83, 153)
  • Grey CMYK (0, 0, 0, 50) RGB (147, 149, 152)
  • Yellow CMYK (6, 0, 96, 0) RGB (246, 235, 20)
  • Orange CMYK (3, 67, 100, 0) RGB (238, 114, 3)
  • Black CMYK (75, 68, 57, 90) RGB (18, 16, 17)
Typography
  • HAGS uses fonts from the Stag and Stag Sans families in advertising and printed material. The Stag fonts are compact and give a contemporary look, all fonts are available in various weights.
  • For the web, branded presentations and digital newsletters, Arial is the official font of HAGS. The main font used in headlines is Stag, or the similar “Bitter” google web font.
  • The typeface used in the HAGS logo is not used for any other purposes.
  • Stag Bitter Stag Sans Arial
Logo Usage
  • The HAGS logo is available with the brand promise within a white or black box or just the HAGS letters on a solid colour background.
  • When using the logo on light backgrounds, use the black logo. When reproducing on a darker colour background, use the reverse, white version of the logo.
  • HAGS is a registered trademark. Make sure you only use logo versions where the registration symbol “®” is included.
  • If using the logo with the letters only on a solid colour background, please ensure that: • It is used on a colour from the palette shown on page 35
  • The Marketing Department are to be consulted if the logo is to be used over a colour not shown in the approved colour palette
  • Logo letters must remain in either black or white
  • The logo must not be scanned, recreated, or used in part
  • The logo must not be stretched, compressed, or otherwise distorted
  • The typeface used in the logo is not used for other purposes
  • HAGS must always be written in capital letters
  • Clearspace is defined by the height of the logo (as shown)
Tone And Messaging
  • As a company, we should engage with our audience with transparency and honesty, the same way we do as individuals with our peers. To ensure customers and influencers adhere to HAGS’core values, we need a clear vision and shared goals
  • HAGS IS: Creative, Confident, Genuine, Open, Intelligent, Inspirational, Embracing, A listener, Collaborative, Educational. HAGS IS NOT: Square, Arrogant, Pretentious, Defensive, Smug, Mainstream, Limiting, A lecturer, Divisive, Ignorant
  • HAGS promotes fun, excitement, health and wellbeing Playfulness. Playfulness is HAGS approach to R&D, design, communication and runs throughout the business. The HAGS brand has a tone of voice, which the customer recognises, on a conscious or subconscious level. HAGS tone of voice combines friendly familiarity with respect and professionalism.
  • It is warm and accessible and invites the customer to engage in a dialogue.
  • To achieve effective implementation, we treat each other in a respectful manner and actively seek personal contact. We do everything possible to ensure effective communication and to avoid misunderstanding.
  • By following these guidelines, you can assure HAGS’ message will be heard. Thank you for your support!
  • All HAGS communications must have the right tone of voice and a consistent look and feel and why it is critical that we have a consistent application across all communication channels.
  • HAGS strives to be seen as an expert and a friend to our customers
  • We understand the feeling of joy and excitement our products can bring and we understand that industry jargon can be complicated and bewildering for inexperienced buyers. We should make it as easy as possible for people to understand both our products and the industry by being generous with information and using language which expresses the feelings our products can elicit in the end user. When we are writing, we try to understand how the person reading will be feeling, in order to write in the appropriate tone.
  • Product Descriptions: • Explain the key features of the product • Emphasise the enjoyment the end user will take from the product experience • Refer to the advantages of the brand or product range
  • Case Studies: • Provide background to the project; The location, customer type and facilities • Explain the customer’s brief and specifications • Highlight the outcomes and how we met the brief
  • Our tone of voice should reflect these USPs thanks to inspirational copy and imagery and a design-led approach that will resonate strongly with an audience of architects and urban planners. An emphasis on the high-quality materials and finishes, the user-centric features and the ethos of the designers involved is recommended.
  • Communicate as if you were talking to a colleague or a customer
  • Don’t hesitate to respond to comments. Request an email address to take sensitive conversations offline
  • You are bound by all existing HAGS policies for communication on any platform where you identify yourself as a HAGS employee
Brand Values
  • HAGS Values consist of four different building blocks They are all equally important and the goal is that we use them every day in the way that we carry out our work. If we understand what they stand for and how they relate to what we do, we can grow together and achieve our goals.
  • Results • Setting and achieving goals • Create resources • Make decisions • Follow-up
  • Implement Empathy • Feedback • Show concern • Be responsive • Be open to new ideas • Communicate • Prioritise • Clarify and confirm • Fulfil tasks and keep to time schedules
  • Responsibility • Cooperate • Express your opinions • Follow agreed decisions • Distinguish between object and person
Visual Style
  • The HAGS logo is available with the brand promise within a white or black box or just the HAGS letters on a solid colour background.
  • When using the logo on light backgrounds, use the black logo. When reproducing on a darker colour background, use the reverse, white version of the logo.
  • HAGS is a registered trademark. Make sure you only use logo versions where the registration symbol “®” is included.
  • If using the logo with the letters only on a solid colour background, please ensure that: • It is used on a colour from the palette shown on page 35
  • The Marketing Department are to be consulted if the logo is to be used over a colour not shown in the approved colour palette
  • Logo letters must remain in either black or white
  • The logo must not be scanned, recreated, or used in part
  • The logo must not be stretched, compressed, or otherwise distorted
  • The typeface used in the logo is not used for other purposes
  • HAGS must always be written in capital letters
  • Clearspace is defined by the height of the logo (as shown)
  • HAGS uses fonts from the Stag and Stag Sans families in advertising and printed material. The Stag fonts are compact and give a contemporary look, all fonts are available in various weights.
  • For the web, branded presentations and digital newsletters, Arial is the official font of HAGS. The main font used in headlines is Stag, or the similar “Bitter” google web font.
  • The typeface used in the HAGS logo is not used for any other purposes.
  • Stag Bitter Stag Sans Arial
  • The main colour scheme of the HAGS brand is playful, happy and engaging
  • These vibrant colours are combined with neutrals – grey, black and white to create a contemporary and clean look.
  • Red CMYK (1, 99, 97, 13) RGB (204, 18, 21)
  • Dark Red CMYK (25, 97 100, 22) RGB (157, 32, 12)
  • White CMYK (0, 0, 0, 0) RGB (255, 255, 255)
  • Green CMYK (66, 0, 99, 0) RGB (95, 187, 72)
  • Dark Green CMYK (88, 35, 83, 24) RGB (19, 106, 72)
  • Beige CMYK (8, 19, 54, 21) RGB (191, 166, 112)
  • Blue CMYK (76 24, 21, 3) RGB (43, 149, 177)
  • Dark Blue CMYK (100, 76, 10, 0) RGB (0, 83, 153)
  • Grey CMYK (0, 0, 0, 50) RGB (147, 149, 152)
  • Yellow CMYK (6, 0, 96, 0) RGB (246, 235, 20)
  • Orange CMYK (3, 67, 100, 0) RGB (238, 114, 3)
  • Black CMYK (75, 68, 57, 90) RGB (18, 16, 17)
Layout And Composition
  • Minimum Clearspace ’ HAGS* ————————,—-’ ’ ’ ’ Inspiring all generations ’ '
  • Minimum Clearspace ±#11 i0#Lr± ’ AGS* '
  • xx Minimum Clearspace xx HAGS* Inspiring all generations xx
  • xx Minimum Clearspace , % x AGS* xx x
  • —-T——————————————–r– ’ ’ Xx; : Lx HAGS* —————•—-’ ’ kx; :kx ’ ’ • an an mun aan ma an an n me an ma aw an an ma ms n an me an ma an s an ma me n an n an an an w me n me an an ms me an ams us an an un es sun en a
  • The HAGS logo is available with the brand promise within a white or black box or just the HAGS letters on a solid colour background.
  • When using the logo on light backgrounds, use the black logo. When reproducing on a darker colour background, use the reverse, white version of the logo.
  • HAGS is a registered trademark. Make sure you only use logo versions where the registration symbol “®” is included.
  • If using the logo with the letters only on a solid colour background, please ensure that: • It is used on a colour from the palette shown on page 35
  • The Marketing Department are to be consulted if the logo is to be used over a colour not shown in the approved colour palette
  • Logo letters must remain in either black or white
  • The logo must not be scanned, recreated, or used in part
  • The logo must not be stretched, compressed, or otherwise distorted
  • The typeface used in the logo is not used for other purposes
  • HAGS must always be written in capital letters
  • Clearspace is defined by the height of the logo (as shown)
Brand Architecture
  • A clear structure makes it easy for our customers to understand our business It maximises the synergies between our different product categories
  • HAGS Brands should be spelled correctly and where appropriate trademark icons should be used
Social Media Guidelines
  • Social Media Guidelines • Communicate as if you were talking to a colleague or a customer • Don’t hesitate to respond to comments. Request an email address to take sensitive conversations offline • You are bound by all existing HAGS policies for communication on any platform where you identify yourself as a HAGS employee
  • HAGS uses fonts from the Stag and Stag Sans families in advertising and printed material. The Stag fonts are compact and give a contemporary look, all fonts are available in various weights.
  • The typeface used in the HAGS logo is not used for any other purposes.
  • The main colour scheme of the HAGS brand is playful, happy and engaging
  • These vibrant colours are combined with neutrals – grey, black and white to create a contemporary and clean look.
  • Red CMYK (1, 99, 97, 13) RGB (204, 18, 21)
  • Dark Red CMYK (25, 97 100, 22) RGB (157, 32, 12)
  • White CMYK (0, 0, 0, 0) RGB (255, 255, 255)
  • Green CMYK (66, 0, 99, 0) RGB (95, 187, 72)
  • Dark Green CMYK (88, 35, 83, 24) RGB (19, 106, 72)
  • Beige CMYK (8, 19, 54, 21) RGB (191, 166, 112)
  • Blue CMYK (76 24, 21, 3) RGB (43, 149, 177)
  • Dark Blue CMYK (100, 76, 10, 0) RGB (0, 83, 153)
  • Grey CMYK (0, 0, 0, 50) RGB (147, 149, 152)
  • Yellow CMYK (6, 0, 96, 0) RGB (246, 235, 20)
  • Orange CMYK (3, 67, 100, 0) RGB (238, 114, 3)
  • Black CMYK (75, 68, 57, 90) RGB (18, 16, 17)
Digital Guidelines
  • Our website is the shop window for HAGS as a business
  • The website is the primary source of product information as well as information on how to build attractive recreational spaces. While the website is centrally managed, subsidiaries and distributors are able to customise to suit their local audiences.
  • The HAGS Website is developed to meet the needs of three main audiences; internal staff, experienced customers and inexperienced customers.
  • Experienced and inexperienced customers alike will benefit from our market-leading advice and support in building outdoor recreational spaces. This content will provide the basis of our email and social media marketing.
  • Centrally produced content will form the basis of the HAGS Email and Social Media postings.
  • Staff of HAGS will be encouraged to use social media under their own names and with their own expertise, opinions and success stories, supplemented with this centrally produced content.
  • Communicate as if you were talking to a colleague or a customer
  • Don’t hesitate to respond to comments. Request an email address to take sensitive conversations offline
  • You are bound by all existing HAGS policies for communication on any platform where you identify yourself as a HAGS employee
Exhibition Templates
  • For fairs, sales meetings and exhibitions, we have banner templates that can be used as they are easily customised to suit your needs
🐛 Report