Giant Brand Guidelines

BRAND VISUAL SYSTEM
2014 EDITION
2014 Brand Visual System Introduction
CONTENTS WELCOME
WELCOME TO THE GIANT BRAND

02 CORPORATE ID STANDARDS
VISUAL SYSTEM. THIS BOOK

31 BRAND IMAGERY
OUTLINES THE VISUAL ESSENCE

37 ADVERTISING
OF THE GIANT BRAND, PROVIDING

53 BRAND DESIGN
SYSTEMS AND TOOLS TO GUIDE

58 APPROVED FILE APPENDIX
AND INSPIRE AS YOU CONTRIBUTE

TO THE GIANT VISUAL LANGUAGE.
Edition 5/2/14 © 2014 Giant Bicycles, Inc.

2012 Brand Visual System
2014 Brand Visual System Corporate ID Standards | 01
Overview CONTENTS
THE GIANT CORPORATE IDENTITY

CORPORATE ID STANDARDS
SYSTEM ALIGNS AND DEFINES THE

02 BRAND PRINCIPLES
03 THE GIANT LOGO
GIANT BRAND ACROSS CORPORATE,

14 APPROPRIATE APPLICATION
15 CORPORATE PALETTE
BRAND MARKETING AND PRODUCT

16 CORPORATE LOGO STRUCTURE
17 RETAIL LOGO STRUCTURE
COMMUNICATIONS. ADHERENCE TO
18 ALTERNATE WORDMARK /
BADGE DESIGNS
THESE RULES ENSURES A CORRECT

21 INAPPROPRIATE APPLICATION
24 CORPORATE TYPOGRAPHY
AND CONSISTENT PRESENTATION.

26 BRAND TYPOGRAPHY
29 BRAND COLLATERAL

BRAND PRINCIPLES
Vision Mission Mantra
To be the best cycling brand in Inspire passion for cycling by Ride Life. Ride Giant.
the world by delivering superior creating the ultimate experience
craftsmanship, innovation, and for all types of riders, all around
inspiration to every ride. the world.
Values About Giant
CELEBRATE THE JOURNEY: We believe in enjoying the Giant is the world’s leading brand of high quality
moment, and that the ride matters as much as the destination. bicycles and cycling gear. Since 1972, Giant has
combined craftsmanship, technology and innovative
PUSH THE BOUNDARIES: We are constantly innovating. We design to create the ultimate cycling experience for
create products that help riders reach new levels of performance and all riders, casual to competitive. Through its products,
fun. people and retail partners, Giant inspires passion for
cycling all around the world.
EXPAND THE EXPERIENCE: We encourage people to seek fresh
perspectives and new adventures through cycling. For more information, go to giant-bicycles.com.
KEEP IT REAL: We believe in being as pure and uncomplicated as

the idea of cycling itself.
RESPECT THE PLANET: We are committed to minimizing our

impact and promoting cycling as an environmentally friendly activity.

THE GIANT LOGO
GLOBE SYMBOL GIANT LOGOTYPE
The Giant Logo The Globe Symbol The Giant Logotype
The “Globe” symbol and “GIANT” logotype The top half represents the sky; The “GIANT” logotype has a forward-
are designed to work seamlessly together The bottom represents the earth, leaning stance to convey constant
to convey the positive attributes of the and the lines are the pathways in between. progression. Its boldness and simplicity
Giant cycling experience: life enriching, The idea is that riding on the pathways reflects strength, sustainability and trust.
powerful and everlasting. puts you in harmony with nature
and enhances your life.

Horizontal Logo Lockup

first priority APPLICATION
Horizontal Application Horizontal Use Case
When the Giant corporate logo is positioned THE HORIZONTAL LOCKUP SHOULD
horizontally, the icon must always be BE USED IN MOST INSTANCES,
positioned to the left of the wordmark. UNLESS IT’S USE IS NOT IDEAL.

Example Use Case

FIRST PRIORITY APPLICATION

Vertical Logo Lockup

second priority APPLICATION
Vertical Application
When the Giant corporate logo is

positioned vertically, the icon must always
be positioned above the wordmark.
Vertical Use Case
THE VERTICAL LOCKUP SHOULD

ONLY BE USED WHEN THE STANDARD
LOCKUP DOES IS NOT IDEAL, OR WILL
COMPROMISE THE VISUAL INTEGRITY
OF A GIVEN DESIGN.
• Banners and Signage

• Retail Graphics
• Trade Show and Exhibit

Example Use Case

SECOND PRIORITY APPLICATION

Stack Logo Lockup

third priority application
Stack Logo
The Giant stack logo provides a space-

concious alternative for limited use cases.
Stack Logo Use Case
The stack logo lockup should only be used

in cases where a stack version is necessary
due to space limitations. Should never
be used in official corporate collateral or
advertising.

Example Use Case

third priority application

Individual Logo Elements

fourth priority application
GIANT Icon GIANT Wordmark
In select instances, the Giant icon may be In select instances, the Giant wordmark
used independent of the Giant wordmark— may be used independent of the Giant
when specific branding detail is required. wordmark—when specific branding detail
will not benefit from inclusion of the icon.
USE OF THE GIANT ICON IS RESERVED
FOR APPROVED, UNIQUE AND SPECIFIC USE OF THE GIANT WORDMARK IS
APPLICATIONS ON PRODUCTS AND RESERVED FOR APPROVED, UNIQUE
GEAR ONLY. AND SPECIFIC APPLICATIONS ON
PRODUCTS AND GEAR ONLY.
Examples Include:
• Headtube Application Examples Include:
• Gear Details including zipper pulls, TPR • Downtube Application
Details, Retail Fixture Details, buttons, • Product and Gear branding including
snaps, or other small objects that would helmets, gloves, water bottles, tools,
benefit from a branded application. pumps or other accessories.

Example Use Case

fourth priority application

Dimensional Logo Lockup

3-D SYMBOL APPLICATION
Dimensional Horizontal and Stack
The addition of dimension to our symbol

allows the Giant brand to more clearly
convey our brand intent to our partners
and customers through the Giant logo.
The dimensional logo lockups are intended for
above-the-line marketing communications use.
• CONSUMER DIRECTED MARKETING

• PRINT / WEB
• ADVERTISING
• VIDEO/FILM LOGO BUMPER

Example Use Case

3-D SYMBOL APPLICATION
PRINT APPLICATION
WEB APPLICATION

APPROPRIATE logo APPLICATION
When available, the Giant logo should be Alternatively, the Giant logo may be The Dimensional Expression may only be
applied as Giant Blue (PANTONE 300) over knocked out of a background that is darker used on a dark colored or photographic
a light background. than 50% in value, or in black and white background.
situations.
The primary logo lockup/background
combinations are: the Giant logo lockup in
reverse white on a Giant Blue background
or a Giant Blue logo lockup on the white
background.
A white location name may accompany Secondary background colors:

the white Giant logo on a PANTONE 300 Gray, silver and black may be used as
background, for use in approved retail secondary background colors along with
signage applications only. the Giant logo lockup.

CORPORATE Palette
Primary color: Please use the provided Brand Swatch Please use only the PANTONE 877 spot
The primary color of Giant is Giant Blue palette. This .ase file provides a fast and color. Do not attempt to simulate this color
(or PANTONE® 300). accurate way to access all brand colors for or value using CMYK or RGB color space.
print, web, textiles, and plastics.
Giant Blue Giant Gray Giant Silver
PANTONE 300 PANTONE 430 PANTONE 877

C: 100 M: 44 Y: 0 K: 0 C: 5 M: 0 Y: 0 K: 45 C: 0 M: 0 Y: 0 K: 20
R: 0 G: 94 B: 184 R: 124 G: 135 B: 142 R: 138 G: 141 B: 143
HTML: 005EB8 HTML: 7C878E HTML: 8A8D8F
TEXTILE: 19-4150 TCX TEXTILE: 17-4408 TCX TEXTILE: 17-5102 TCX
PANTONE Mix: PANTONE Mix: PANTONE Mix:

13 pts PANTONE Pro. Blue 81.3 1 1/4 pts PANTONE Black 7.8 PANTONE 877 Silver
03 pts PANTONE Ref. Blue 18.7 3/4 pts PANTONE Ref. Blue 4.7
14 pts PANTONE Trans. Wht. 87.5

CORPORATE Logo STRUCTURE
.3 x Height
1.5 x Height x Height
.25 x Height
68º Shear
Composition Components
The Brand Logo proportions are derived The Giant Brand Logo consists of three
from the x-height. Where an approved logo key components: The Giant Globe, The Gi-
lockup is not available, one may be com- ant wordmark, and the Registered Trade-
posed accurately by following the above mark symbol.
proportional guidelines.

RETAIL SIGNAGE LOGO STRUCTURE
68¼ Shear
.3 x Height
1.5 x Height x Height
.25 x Height .25 x Height
.5 x Height
Composition Typography
The retail signage logo incorporates the The city name is typeset in Arial italic
store city name. The location and scale of Standard. Arial provides an accessible,
the name in relation to the logo is based easy to read solution for retail use.
on the logo x-height. When creating retail
signage, please adhere to the above
schematic to ensure consistency across
our retail signage presentations.
Edition 5/2/14 © 2013 Giant Bicycles

ALTERNATE WORDMARK DESIGN: PERFORMANCE
Performance Wordmark Performance Wordmark Apparel Example
Giant has approved a Performance Giant Wordmark design for use on

Performance-level bicycle color and graphics as determined by CIBC
and approved by global marketing. The Performance Wordmark may
also be used on apparel and merchandise to promote performance-
level bicycles as long as the design also includes a standard Giant
corporate logo.

ALTERNATE WORDMARK / BADGE DESIGN: HERITAGE
Heritage Wordmark RIDE LIFE. RIDE GIANT. Corporate Stack
Heritage Badge
Giant has approved a heritage identity (a heritage badge and a heritage

logo) for use on Lifestyle-level bicycle color and graphics and Lifestyle-
level apparel (non-technical wear, such as T-shirts, track jackets, etc.).
Please use the heritage badge and logo as provided by global
marketing. Do not modify them in any way.

ALTERNATE BRAND LOGO: RIDE LIFE. RIDE GIANT.
RIDE LIFE. RIDE GIANT. Single Line RIDE LIFE. RIDE GIANT. Corporate Stack
RIDE LIFE. RIDE GIANT. Stack RIDE LIFE. RIDE GIANT. Stack
The GIANT brand mantra “RIDE LIFE. RIDE GIANT.” is provided in

several configurations depending on intended use. The brand mantra
should be used as a complementary branding tool and should be
treated as a secondary or tertiary element to imagery, headlines etc. If
the mantra must be consolidated with the GIANT logo, please use the
approved RIDE LIFE. RIDE GIANT. Corporate Stack lockup.

INAPPROPRIATE Application
The dimensional logo should not be used The Giant wordmark should not be used The Giant wordmark should not be
on light surfaces, or modified to include a independent of the Giant globe unless substituted with an alternate typeface
blue wordmark. expressly authorized. when used with the globe.
The Giant wordmark and Giant globe The Giant globe or Giant wordmark The Giant globe or Giant wordmark should
should never be rearranged. should never be colored independent of never be scaled independent of the other.
the other.
The Giant logo should never have special The Giant logo should never be altered by The Giant logo should never have color
filters or effects applied. shearing or otherwise altering it’s integrity. effects applied.

Corporate Typography
Corporate Headline (18pt+)

ride life
Ride Life Regular ABCDEFG
RIDE LIFE is a custom typeface specific to
the Giant brand. The notable angled styling HIJKLMN
O P Q R S T
of the letters A, E, F, H, I, J, K, L M, N, and
U provide distinctive styling cues. The Ride
Life typeface should be used for corporate
headline copy and retail signage at all
UVWXYZ
times to ensure typographic consistency
and a unified communication theme at all
times.
12345678
• CORPORATE HEADLINES
• RETAIL SIGNAGE
90!@$%&
corporate Typography
Headline Sub Head Body Copy
RideLife Reguar Helvetica Neue LT Pro 75 Bold Helvetica Neue LT Pro 55 Roman
RideLife Regular should be used for all Helvetica Neue LT Pro 75 Bold should Helvetica Neue LT Pro 55 Roman should be
secondary corporate. Use of the supplied be used for all tertiary sub-headlines. used for all corporate body copy. Use of the
font packages is recommended to ensure Use of the supplied font packages is supplied font packages is recommended
consistent results. recommended to ensure consistent results. to ensure consistent results.
ABCDEFGHIJKLM A B C D E F G H I J K L M A B C D E F G H I J K L M
N O P Q R ST U V W XY Z N O P Q R S T U V W X Y Z N O P Q R S T U V W X Y Z
abcdefghijklmn a b c d e f g h i j k l m n a b c d e f g h i j k l m n
opqrstuv w xyz o p q r s t u v w x y z o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 0 1 2 3 4 5 6 7 8 9 0 0 1 2 3 4 5 6 7 8 9 0
!@#$%& !@#$%& !@#$%&

CORPORATE Typography
Helvetica Neue LT Pro
Standard Copy
ABCDEFG
HIJKLMN
Helvetica Neue LT Pro
Helvetica Neue LT Pro is a full-featured
OPQRST
Helvetica Neue family typeface. It is an
OpenType font file which is compatible with
both Mac and PC platforms, and provides
thorough information for printing. It is
UVWXYZ
paramount that all parties use this version
of Helvetica Neue to ensure seamless
file translation across departments, both
domestically and internationally.
1234567
890!@$%
& Edition 5/2/14 © 2014 Giant Bicycles, Inc.
CORPORATE Typography
Helvetica Neue LT Pro 75 Bold Helvetica Neue LT Pro 75 Bold Helvetica Neue LT Pro 55 Roman
Helvetica Neue LT Pro 75 Bold should Helvetica Neue LT Pro 75 Bold should Helvetica Neue LT Pro 55 Roman should
be used for all secondary headlines be used for all tertiary sub-headlines, set be used for all standard body copy set
set between 12pt and 14pt. Use of the at a size of 9pt. Use of the supplied font at a size of 9pt. Use of the supplied font
supplied font packages is required to packages is required to ensure consistent packages is required to ensure consistent
ensure consistent results. Please do not results. Please do not substitute an results. Please do not substitute an
substitute an alternate version of Helvetica. alternate version of Helvetica. alternate version of Helvetica.
ABCDEFGHIJKLM A B C D E F G H I J K L M A B C D E F G H I J K L M
NOPQRSTUVWXYZ N O P Q R S T U V W X Y Z N O P Q R S T U V W X Y Z
abcdefghijklmn a b c d e f g h i j k l m n a b c d e f g h i j k l m n
o p q r s t u v w x y z o p q r s t u v w x y z o p q r s t u v w x y z
0 1 2 3 4 5 6 7 8 9 0 0 1 2 3 4 5 6 7 8 9 0 0 1 2 3 4 5 6 7 8 9 0
!@#$%& !@#$%& !@#$%&

RIDE LIFE
CAMPAIGN Typography
PERFORMANCE
Performance
Ride Life Performance ABCDEFGHIJKLMNOP

QRSTUVWXYZ
1234567890!@$%&
RIDE LIFE PERFORMANCE is an alternate
custom typeface specific to the Giant
brand and for use within a campaign
context. The notable angled styling of
the letters A, H, J, L, M, N and W provide
RIDE LIFE
distinctive performance-oriented styling
cues. The Ride Life Performance typeface
should be used for all campaign and
performance headline copy at all times
PERFORMANCE LT
to ensure typographic consistency and a
unified communication theme.
• CAMPAIGN HEADLINES
• CAMPAIGN BODY COPY
ABCDEFGHIJKLMNOP
QRSTUVWXYZ
1234567890!@$%&

CAMPAIGN Typography DETAIL
RIDE LIFE PERFORMANCE RIDE LIFE PERFORMANCE RIDE LIFE PERFORMANCE LT
RideLife Performance should be used for RideLife Performance should be used RideLife Performance LT should be used
all campaign and performance headlines. for all all campaign and performance for all campaign and performance body
Use of the supplied font packages is sub-headlines. Use of the supplied font copy. Use of the supplied font packages
recommended to ensure consistent results. packages is recommended to ensure is recommended to ensure consistent
consistent results. results.
ABCDEFGHIJ ABCDEFGHIJKLM A B C D E F G H I J K L M
K L M N O P Q RS
N O P Q R S T U V W X Y Z
N O P Q RST U V WXYZ a b c d e f g h i j k l m n
TUVWXYZ
o p q r s t u v w x y z
01234567890 01234567890 0 1 2 3 4 5 6 7 8 9 0
! @ # $ % & ! @ # $ % & ! @ # $ % &

BRAND COLLATERAL
Composition
The Giant collateral system has

been developed to deliver a strong,
cohesive brand image across corporate
communication at a global level.
The PANTONE 300 dynamic form is a

flexible quadrilateral graphic element that
should be used as a design element ina
manner appropriate to a given composition.
When the opportunity exists, the dynamic

form can contain brand content; Corporate
Logo, RideLife Lockup, URL, or address
information.
When space is limited, the dynamic form

may also be used in a minimal fashion to
impart brand continuity.

Example Use Case

BRAND COLLATERAL

BRAND IMAGERY

2014 Brand Visual System Brand Imagery | 31
Overview CONTENTS
IMAGERY IS A KEY COMPONENT

BRAND IMAGERY
OF THE BRAND VISUAL SYSTEM.

32 PRODUCT AD IMAGERY
33 PRODUCT STORY
ADHERING TO THE AESTHETIC

IMAGE STYLING
34 ACTION IMAGE FRAMING
STANDARDS PROVIDED ENSURES

35 IMAGE STYLING
THAT IMAGERY PRODUCED ON

BEHALF OF THE BRAND REFLECTS
QUALITY AND ATTENTION TO
DETAIL.

PRODUCT AD IMAGERY

Product Imagery / Outdoor Product Detail / Outdoor Product Imagery / Studio
Product photography has been carefully Product is photographed in an outdoor Product is photographed in an outdoor
considered and reinforces Giant’s position studio environment, providing a balance studio environment, providing a balance
as a leader in product design. Utilizing between crisp product representation between crisp product representation
unique angles and dramatic lighting in real- and environmentally appropriate context. and environmentally appropriate context.
world contexts to capture key design cues, Photographers should refer to this Photographers should refer to this
we are able to communicate a quality, document to ensure continuity across all document to ensure continuity across all
creativity and adventure consistent with geographic marketing initiatives. geographic marketing initiatives.
the Giant brand.

ACTION IMAGE FRAMING

Image styling
Overview Action photographic standards consist

of three key components; quality of
photograph, composition of photograph,
and color-toning unique to the Giant
Brand. An approved color toning action
for Photoshop may be used to achieve the
desired color qualities:
GIANT-BVS / Image Presets
Steps:
• Open image in Photoshop
• Select Window > Actions
• Actions Panel: Select options > Load
Actions > GIANT_BVS > Image Presets
Frame + Crop
Unique and aggressive cropping of images

reinforces the Giant image standard
of intensity and movement, ensuring
impact as well as product focus. Action
imagery should work in harmony with it’s
quadrilateral container, when used as an
Original Corrected element of Dynamic Storytelling.
Uncorrected DSLR Improved color harmony,

photography. Neutral and not contrast and dynamic range.
indicative of the Giant brand. Delivers a tone that is indicative
of the Giant brand.

ADVERTISING
2014 Brand Visual System Advertising | 37
Overview CONTENTS
ADVERTISING IS DIVIDED INTO

ADVERTISING
TWO CATEGORIES: PRODUCT

38 DYNAMIC STORYTELLING
39 DYNAMIC COMPONENTS
AND ACTION. BOTH CAMPAIGNS

40 PRODUCT ADVERTISING / PRINT
41 ACTION ADVERTISING / PRINT
REINFORCE GIANT BRAND VALUES

42 ADVERTISING STRUCTURE
44 CREATIVE ANATOMY
WHILE COMMUNICATING DISTINCTLY

46 COPY & HEADLINE SPEC
48 COPY & HEADLINE PLACEMENT
CREATIVE POINTS OF VIEW.

50 ONLINE ADVERTISING

DYNAMIC STORYTELLING
Quadrilateral Art Direction
At the heart of the Giant Art Direction is the

concept of DYNAMIC STORYTELLING. As
we communicate our brand, it is imperative
that we tell a robust story about both the
Giant Product and the Giant Experience.
The Dynamic Storytelling Art Direction
provides a clean yet striking method of
conveying the Giant brand; our perspective,
our product and the experience.
This Art Direction is acheived through the

use of flexible quadrilateral shapes that
define the composition.

DYNAMIC COMPONENTS
Designing the story
Primary Story
Quadrilateral Giant Dynamic Storytelling consists of three
key quadrilateral components: Primary
Story quadrilateral, Secondary Story
quadrilateral, Messaging quadrilateral.
Secondary Story
Quadrilateral There are three simple compositional rules
that will deliver the required results:
FIND GRAPHIC HARMONY:
The image horizon and • Ensure each quadrilateral is considerate
graphic angles are similar. of it’s iamage
• Ensure each quadrilateral is harmonious
SHADOW EFFECT: with the others
In advertising, the shadow is 40% black • Ensure the angles of the quadrilater-
set to multiply. Offset is 7pt with 4pt blur. als are harmonious with the dominant
This effect should increase/decrease angle in the image.
with scale.
Messaging
Quadrilateral Logo should always
be placed in the lower right
of the page.

Product Advertising / print

ACTION Advertising / print

Two-page Spread
advertising STRUCTURE

Single-page
ADVERTISING STRUCTURE
Advertising Templates
A series of A3 (Spread) and A4 (Single)

page templates are provided as a reference
point when developing new ad creative.
Using the Templates:
The most efficient method is to develop

the creative within the provided A3 or
A4 format and to consider that layout for
approval. Upon approval, the creative may
be resized to suit the respective media
requirements.
This method will ensure that globally, all

advertising will have a consistent starting
point and therefore reduce the possibility
for inaccurate or inconsistent brand
messaging. Consistency and attention to
detail are hallmarks of the Giant brand.
Approved Files
Page 58 Approved File Appendix

CREATIVE ANATOMY / ACTION STORIES
Dynamic-crop Action Image
Dynamic-crop Product Image
Headline
Subheadline
Descriptive Copy
Technology + Social Triggers 3-D Symbol

CREATIVE ANATOMY / PRODUCT STORIES
Dynamic-crop Product Feature
Dynamic-crop Product Detail
Headline
Subheadline
Descriptive Copy
Technology + Social Triggers 3-D Symbol

COPY BLOCK / SPECS AND ALIGNMENT

Width will vary based on each unique layout. As a guide, the copy block shoud occupy approxi-
mately 1/2 of a narrow (portrait) layout and 1/3 of a wide (landscape) layout.
1pt Stroked Rule
9pt RIDE LIFE LT 95%

Opacity
20PT Height 10PT Height

HEADLINE / SPECS AND ALIGNMENT

Width will vary based on each unique layout. Please refer to the Creative
Anatomy and Advertising structures provided for suggested use.
RIDE LIFE
95%
Opacity
PERFORMANCE
TYPEFACE.
RIDE LIFE
100%
Opacity
PERFORMANCE
TYPEFACE.
COPY CONTENT PLACEMENT / SPREAD
Placement Options
Copy Content is applied

in two parts. Headline
copy is applied over the
Primary Story quadrilateral
, while sub-headline and
body copy are locked-up
together with technology
logos and social trigger
copy in the Messaging
quadrilateral. This provides
a flexible platform that will
allow copy to best work in
unison with various image
compositions.


Web Banners
ONLINE ADVERTISING
Online advertising (Web Banner
and visual Social Media) is a key
component of Giant’s marketing mix.
A comprehensive template system
has been developed to aid in the
rapid development of multiple online
campaign components.
Banner Template
The Web Banner Template provided

has been designed with approved
corporate branding already in place.
Please use this template as a starting
point when developing Web-based
campaign creative.

Approved Files

BRAND DESIGN
2014 Brand Visual System Brand Design | 53
Overview CONTENTS
BRAND DESIGN ENCAPSULATES THE

BRAND DESIGN
GREATER BODY OF COMMUNICATION

54 MOVING IMAGE / TITLING
56 ENVIRONMENTS
THAT IS CREATED BY THE GIANT

BRAND—FROM VIDEO CONTENT
THROUGH TO ENVIRONMENTS,
EVENTS AND VEHICLES. EVERY
OPPORTUNITY TO CONVEY
THE GIANT BRAND SHOULD BE
THOUGHTFULLY CONSIDERED.

MOVING IMAGE / TITLING
ACTION SAFE
TITLE SAFE
2014 REIGN ADVANCED

Superior All-Mountain Performance

MOVING IMAGE / BUMPER
ACTION SAFE
TITLE SAFE
giant-bicycles.com
Approved Files

ENVIRONMENTS
Environments represent a unique
opportunity to reinforce the giant brand,
connecting environments to national
and global campaigns that bring the
Giant brand to life.
Campaign Imagery
Takedowns of campaign imagery are

a compelling way to introduce Giant
branding into the retail environment or
at events.
Global campaign artwork files in A3

(Spread) and A4 (Full page) will be made
available for download as they become
available.
Approved Files

Vehicle & Structure Livery
Application of Giant Dynamic Forms can

be applied to structures and vehicles when
appropriate. Vehicles and touring demo
vehicles should communicate the dynamic
nature of the Giant brand direction, while clearly
communicating association and purpose.
Approved Files

2014 Brand Visual System Approved File Appendix | 58
APPROVED FILE APPENDIX
01 Corporate Identity 02 Advertising & Brand Design Templates
01 Corporate Logo 01 Print Advertising

Corporate Standard Giant A3 Spread Templates
Corporate Stack Giant A4 Single Templates
Corporate Swatches
02 Web Advertising
02 Alternate Brand Designs Giant Web Campaign Templates
3-D Logo
Performance Wordmark 03 Moving Image
Heritage Wordmark/Badge AI Titling Templates
Ride Life Ride Giant PSD Titling Templates
Video Bumper Files
03 Typography
Helvetica Neue LT Pro 04 Environmental Graphics
RideLife Family Environmental Templates
Vehicle Livery
Tents and Canopies
05 Photo Treatment
2014/2015 Photoshop Actions

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BRAND VISUAL SYSTEM

WELCOME TO THE GIANT BRAND

VISUAL SYSTEM. THIS BOOK

OUTLINES THE VISUAL ESSENCE

OF THE GIANT BRAND, PROVIDING

SYSTEMS AND TOOLS TO GUIDE

AND INSPIRE AS YOU CONTRIBUTE

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

THE GIANT CORPORATE IDENTITY

SYSTEM ALIGNS AND DEFINES THE

GIANT BRAND ACROSS CORPORATE,

BRAND MARKETING AND PRODUCT

THESE RULES ENSURES A CORRECT

AND CONSISTENT PRESENTATION.

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Vision Mission Mantra

Values About Giant

KEEP IT REAL: We believe in being as pure and uncomplicated as

RESPECT THE PLANET: We are committed to minimizing our

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

THE GIANT LOGO

GLOBE SYMBOL GIANT LOGOTYPE

The Giant Logo The Globe Symbol The Giant Logotype

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Horizontal Logo Lockup

Horizontal Application Horizontal Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Example Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Vertical Logo Lockup

When the Giant corporate logo is

Vertical Use Case

THE VERTICAL LOCKUP SHOULD

• Banners and Signage

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Example Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Stack Logo Lockup

The Giant stack logo provides a space-

Stack Logo Use Case

The stack logo lockup should only be used

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Example Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Individual Logo Elements

GIANT Icon GIANT Wordmark

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Example Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Dimensional Logo Lockup

Dimensional Horizontal and Stack

The addition of dimension to our symbol

• CONSUMER DIRECTED MARKETING

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Example Use Case

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

APPROPRIATE logo APPLICATION

A white location name may accompany Secondary background colors:

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

Giant Blue Giant Gray Giant Silver

PANTONE 300 PANTONE 430 PANTONE 877

PANTONE Mix: PANTONE Mix: PANTONE Mix:

Edition 5/2/14 © 2014 Giant Bicycles, Inc.

CORPORATE Logo STRUCTURE