MultiCam Brand Guide
BRAND GUIDELINES
CONTENTS1 COPYMULTICAM COPY. 1PATTERN COPY . 2MULTICAM FAMILY COPY . 32 LOGOMULTICAM LOGO USAGE . 7LOGO SAFE SPACE . 9LOGO SIZING. 10DO'S & DON'TS . 113 PHOTOSUSAGE PHOTOS . 15PRODUCT PHOTOS . 174 TAGSSEWN TAGS . 25LARGE HANG TAGS . 27SMALL HANG TAGS . 295 TYPOGRAPHYTYPE SPECIMENS . 33TYPOGRAPHIC HIERARCHY . 35MULTICAM IN WRITING . 36MULTICAM PATTERN ORDER . 37MULTICAM WRITING DON'TS. 386 COLORCOLORS. 41COLOR USAGE. 42MULTICAM
1COPYMULTICAM ARID
MULTICAM COPY PATTERN COPYBelow is the only appropriate copy for information about how the MultiCam pattern works. DO NOT EDIT—copyBelow is the only appropriate copy for information about each MultiCam pattern. DO NOT EDIT—copy andand paste each section as needed.paste each section as needed.HOW IT WORKSThe MultiCam pattern was developed to effectively limit the visual andMultiCam patterns take advantage of the way the human eye and brain perceive shape, volume, and color.Since only a very small portion of the human eye perceives color, the brain does a lot of “filling-in” for the eye.The unique high resolution design of MultiCam takes advantage of this principle and helps the observer to“see” the pattern as part of the background.near-IR signature of a person operating across a very wide range of physicalenvironments and seasons. After many successful evaluations, after beingproven in combat, and after becoming the officially issued pattern of theUS Army for all Afghanistan operations in 2010, MultiCam is the provenmulti-environment concealment solution.The MultiCam family of patterns rely more on a blending effect than a traditional contrast effect to disguisethe wearer. This effect allows them to perform well in a wide range of environmental conditions. It also helpsmaintain the patterns’ effectiveness even at close ranges where low resolution patterns often stand out againstthe natural (non-pixelated) environment.The MultiCam Arid pattern was developed to effectively reduce the visualand near-IR signature of a person operating in desert environments thatpredominantly consist of open sand and rock. The MultiCam Arid palettecompliments and overlaps portions of the main MultiCam pattern; soHOW MULTICAM WAS DEVELOPED pairing MultiCam gear with MultiCam Arid apparel results in a wellcoordinated concealment system.We spent a lot of time studying how camouflage works in nature, taking into account where it is hardest tohide. We also studied which terrain elements were most common across the widest range of environments.We documented how light affects environmental features and tracked the seasonal and elevational changes indifferent regions.The MultiCam Tropic pattern was developed to effectively reducethe visual and near-IR signature of a person operating in dense jungleenvironments, areas that predominantly consist of lush vegetation thatWe then factored all that together into digital composites of our observations and began testing them. We spentremains relatively unaffected by seasonal changes. The MultiCam Tropicextensive time discussing our approach with users, factoring in their observations and concerns. Digital imagespalette compliments and overlaps portions of the main MultiCam pattern;where then created, encompassing everything we had learned. After printing each pattern, we field tested, tuned,so pairing MultiCam gear with MultiCam Tropic apparel results in a well-and re-tested them until we achieved exactly what we were looking for.coordinated concealment system.The MultiCam Alpine pattern was developed to effectively reduce thevisual and near-IR signature of a person operating in snow-coveredenvironments. It is intended to be used in every area of operation thatreceives significant snowfall. The MultiCam Alpine pattern can be pairedwith MultiCam gear as needed to appropriately match the overall level ofsnow cover present.The MultiCam Black pattern was developed to meet the uniquerequirements of law enforcement officers operating in high-riskenvironments. It projects a distinctly authoritative presence appropriatefor domestic operations. MultiCam Black is designed to complement anofficer’s existing equipment and present a sharp, professional image fortop-tier law enforcement units.1MULTICAM BRAND GUIDECOPYCOPYMULTICAM BRAND GUIDE2
MULTICAM FAMILY COPY Below is the only appropriate copy for information about the MultiCam family. DO NOT EDIT—copy and pasteeach section as needed.MULTICAM ARIDMULTICAM TROPICMULTICAM ERTTEMPERATEWOODLANDJUNGLEThe above chart is the only approved MultiCam concept graphic. Do not replace or replicate this graphic. Use the download link below.3The above illustration is the only approved MultiCam family graphic. Do not replace or replicate this graphic. Use the download link below.CONCEPTA FAMILY OF CAMOUFLAGE PATTERNSThe MultiCam patterns were developed to provide maximum effectiveness across diverse operatingThe same user now has more system-level options. For instance, a MultiCam chest rig can be paired with aenvironments with a minimum logistical burden. The patterns all have distinct roles but are designed to workMultiCam Tropic uniform for a known jungle deployment. Similarly, a MultiCam vest and pack can be pairedtogether as a system to meet the needs of nearly any operating environment, all while helping the wearer do sowith a MultiCam Arid uniform for activity within an open sand and rock desert. MultiCam Alpine is best suitedwith the least amount of kit possible.for any environment that encounters significant snowfall, while MultiCam Black is designed to offer domesticDOWNLOAD GRAPHICS ASSET PACKAGE »agencies a distinct and authoritative presence suited to law enforcement operations.MULTICAM BRAND GUIDECOPYDOWNLOAD GRAPHICS ASSET PACKAGE »COPYMULTICAM BRAND GUIDE4
2LOGOMULTICAM TROPIC
MULTICAM LOGO USAGE 7ONE-COLOR LOGO USAGETWO-COLOR LOGO USAGEThe one-color logo can be used independently or atop its respective pattern or an appropriate photo.The two-color logo includes an inverted color background to ensure readability. Do not remove the background.MULTICAM BRAND GUIDELOGOLOGOMULTICAM BRAND GUIDE8
LOGO SAFE SPACELOGO SIZINGThe MultiCam logo should not be displayed smaller than 1" in print or 70 px for web. When the logo isneeded at a smaller size, type should be used in its place.MINIMUM LOGO SIZE1" OR 70 PX1" OR 70 PXMULTICAM CLEAR SPACEKeep at least a 'M' worth of space between the MultiCam logo and other elements.MULTICAM VARIANT CLEAR SPACEKeep at least a 'M' worth of space between the MultiCam logo and other elements. For the variant logos, startcounting space from the bottom of the second line.9MULTICAM BRAND GUIDELOGOLOGOMULTICAM BRAND GUIDE10
DO'S & DON'TSDON'TFollow this guide to ensure the logo is being used correctly. Adherence to these instructions is imperative.MAKE THE LOGO DIFFICULT TO READDODo not use the MultiCam logo in any way thatmakes it difficult to read. Ensure the logo is easilydiscernable from the background and does notbecome lost.ALLOW CLEAR SPACEAllow the proper amount of negative space around theUSE INAPPROPRIATE COLORS/EFFECTSlogo. The outline is shown for display purposes only.The MultiCam logo should only be displayed incolors that are in accordance with this guide. Anykind of effect should never be applied to the logounder any circumstance.USE ALTERNATE LOGOThe logo can be used in a 2-color arrangementwhere the separation of colors occurs on the "C" inMultiCam . Proper contrast is mandatory. The darkerPUT LOGO OVER OTHER PATTERNSof the two colors should always be on the right.It is only acceptable to place the MultiCam logo overMultiCam patterns. Never place over other patterns.DISPLAY LOGO OVER ITS PATTERNThe MultiCam logo and its variants can safely bedisplayed over the applicable pattern.ROTATE, FLIP, OR DISTORT THE LOGODo not rotate, flip, or distort the logo under anycircumstance.ENSURE THE LOGO IS READABLEIn certain situations (atop MultiCam Alpineparticularly), the logo should be adapted to ensureproper contrast and readability.MISMATCH LOGOS AND PATTERNSA MultiCam variant logo should never be incorrectlypaired with a different pattern.USE ONE-COLOR LOGO ON PHOTOThe one-color MultiCam can be overlayed on animage. It's important to consider the readability of theALTER VARIANT LOGOSlogo and where it is placed over the image.The second line of MultiCam variant logos shouldnot under any circumstance be resized, repositioned,or altered in any way.11MULTICAM BRAND GUIDELOGOLOGOMULTICAM BRAND GUIDE12
3PHOTOSMULTICAM ALPINE
USAGE PHOTOSCORRECT USAGEINCORRECT USAGEModern cameras are able to capture light outside of the visual spectrum, and as such, they may not accuratelyAvoid photographs where the wearer is backlit or where a light source causes the pattern in the foreground torepresent what is seen in real life by the human eye. When photographing MultiCam items, take care toseparate from the background. confirm that the photographs are accurately representing how the items appear in real life. For instance, manycameras will make fabrics appear “cooler” in color temperature than they look to the human eye. Take care tocorrect this type of error at the source by adjusting the camera until the MultiCam item’s appearance in thephotograph accurately matches its appearance in real life.15MULTICAM BRAND GUIDEPHOTOSPHOTOSMULTICAM BRAND GUIDE16
PRODUCT PHOTOSHOW TO USE THIS GUIDEAMULTICAM AEXAMPLE PHOTOSExample photos are a reference for what each MultiCam pattern should look like in productphotography. Do not alter the appearance of official MultiCam photos. If you take your own photos ofMultiCam , ensure that it looks like these example photos.BSWATCHESUse the color swatches and corresponding values as a guide to ensure the MultiCam pattern in yourphoto is accurate. These colors are a general reference. Do not over-edit photos soley to match values.* NOTEThese colors values are intended for on-screen display only. Not for print use.COLOR ASSET PACKAGEDownload swatches for each MultiCam pattern and official MultiCam product photos as reference tools.DOWNLOAD COLOR ASSET PACKAGE »CRYE PRECISION G3 COMBAT SHIRT IN MULTICAM CRYE PRECISION G3 FIELD PANT IN MULTICAM B324117MULTICAM BRAND GUIDEPHOTOS7651234567CREAM 524DARK BROWN 530TAN 525BROWN 529DARK GREEN 528OLIVE 527PALE GREEN 526CMYK29 31 47 0CMYK55 66 68 56CMYK38 49 63 12CMYK46 57 74 32CMYK61 45 80 31CMYK43 42 76 14CMYK45 46 65 16HEX# B8A78BHEX# 48352FHEX# 967860HEX# 6F573FHEX# 5A613FHEX# 8C7D50HEX# 85755CPHOTOSMULTICAM BRAND GUIDE18
MULTICAM ARIDMULTICAM TROPIC AACRYE PRECISION G3 COMBAT SHIRT IN MULTICAM ARIDCRYE PRECISION G3 COMBAT PANT IN MULTICAM ARIDBCRYE PRECISION G3 COMBAT SHIRT IN MULTICAM TROPICCRYE PRECISION G3 COMBAT PANT IN MULTICAM TROPICB4451223135191234512345OLIVE 172HIGHLAND 174LIGHT TAN 170URBAN TAN 171LIGHT COYOTE 173OLIVE 251BRIGHT GREEN 252GREEN 253DARK BROWN 255DARK GREEN 254CMYK42 45 73 15CMYK41 58 80 29CMYK21 24 30 0CMYK27 30 40 0CMYK33 38 55 3CMYK42 42 76 14CMYK55 39 91 20CMYK60 46 76 31CMYK63 61 71 58CMYK68 56 74 60HEX# 8B7852HEX# 7B5A3AHEX# CBBBACHEX# BDAA96HEX# AD9477HEX# 8E7D50HEX# 70743AHEX# 5B5F42HEX# 3C362DHEX# 323729MULTICAM BRAND GUIDEPHOTOSPHOTOSMULTICAM BRAND GUIDE20
MULTICAM ALPINEMULTICAM BLACK AAOVERWHITE TOP IN MULTICAM ALPINEOVERWHITE BOTTOM IN MULTICAM ALPINECRYE PRECISION G3 COMBAT SHIRT IN MULTICAM BLACKBCRYE PRECISION G3 COMBAT PANT IN MULTICAM BLACKB13122321123123MEDIUM GRAY 126LIGHT GRAY 125WHITE 124GRAY 206OLIVE 205BLACK 207CMYK22 17 18 0CMYK4330CMYK0000CMYK72 60 67 63CMYK66 57 73 60CMYK75 68 67 90HEX# C6C6C6HEX# F0F1F1HEX# FDFDFDHEX# 2B312CHEX# 34362AHEX# 000000MULTICAM BRAND GUIDEPHOTOSPHOTOSMULTICAM BRAND GUIDE22
4TAGSMULTICAM BLACK
SEWN TAGSSEWN TAG GARMENT PLACEMENTEvery garment should have one sewn-in MultiCam tag. Choose one position per garment from the guide below.MultiCam sewn tags should be placed consistently across relevant apparel. The sewn tag should match thepattern of the fabric (i.e. MultiCam Tropic pants get a MultiCam Tropic sewn label). See the placementSHIRTSguide to the right for examples of proper tag placement.Sewn tags on shirts should be placed under an elbowin the seam, on the bottom corner of a bicep pocket,or in a side seam of the lower torso.FABRIC LINE1/8"3/8"(REAR)(CHOOSE ONE)PANTSSewn tags on pants should be placed on the bottomside of a calf pocket, on the bottom side of a thighpocket, or in a rear horizontal seam under thewaistline of the pants.SEWN TAGS ARE ALWAYS FOLDED AND SEWN ABOVE THE MULTICAM LOGOMULTICAM SEWN TAGS(REAR)(CHOOSE ONE)JACKETSSewn tags on jackets should be placed on the upperfront corner of a bicep pocket, in the horizontalmiddle-torso seam, or in a side pocket seam on thelower-front torso.(FRONT)25MULTICAM BRAND GUIDETAGS(CHOOSE ONE)TAGSMULTICAM BRAND GUIDE26
LARGE HANG TAGSLARGE HANG TAG GARMENT PLACEMENTEvery garment should have one MultiCam hang tag. Choose only one placement location. MultiCam hang tagsshould be placed consistently across relevant apparel. See the guide below for examples of hang tag placement.MultiCam large hang tags should be used for apparel and gear such as SHIRTS, PANTS,SHIRTSand JACKETS. See the guide to the right forexamples of proper hang tag placement.Large hang tags on shirts should be looped throughZIPPER PULLS depending on the pattern.WIDTH: 2.5"HEIGHT: 4.5"PUNCH DIAMETER: 1/4"(FRONT)PANTSLarge hang tags on pants should be looped throughBELT LOOPS or ZIPPER PULLS depending on the pattern.FRONT(REAR)(CHOOSE ONE)JACKETSLarge hang tags on jackets should be looped throughZIPPER PULLS depending on the pattern.(FRONT)BACK27MULTICAM BRAND GUIDETAGSTAGSMULTICAM BRAND GUIDE28
SMALL HANG TAGSSMALL HANG TAG PLACEMENTEvery item should have one MultiCam hang tag. Choose only one placement location. MultiCam hang tagsshould be placed consistently across relevant apparel. See the guide below for examples of hang tag placement.MultiCam small hang tags should be used for small items such as POUCHES, HATS,and GLOVES. See the guide to the right forexamples of proper hang tag placement.POUCHESSmall hang tags on pouches should be looped throughBUNGEE CORD depending on the design.WIDTH: 1.4"HEIGHT: 2.6"PUNCH DIAMETER: 1/8"HATSSmall hang tags on hats should be looped through therear ADJUSTMENT STRAP.FRONTBACKGLOVESSmall hang tags on gloves should be looped through aHANG LOOP depending on the design.29MULTICAM BRAND GUIDETAGSTAGSMULTICAM BRAND GUIDE30
5TYPOGRAPHYMULTICAM ARID
TYPE opqrstvwxyz1234567890 .,:;!?@& {}()'*"TRADE GOTHIC wxyz1234567890 .,:;!?@& {}()'*"ROBOTO CONDENSED wxyz1234567890 .,:;!?@& {}()'*"ROBOTO CONDENSED tvwxyz1234567890 .,:;!?@& {}()'*"OPEN SANS LIGHTMULTICAM BRAND GUIDETYPOGRAPHYMultiCam branding should use Trade Gothic whenever possible.This guide is set in Trade Gothic.Roboto Condensed Bold should be used for web headlines.DOWNLOAD »Roboto Condensed Normal should be used for web titles, labels,or anything that isn't a headline or large field of type.DOWNLOAD »Opens Sans Light is used for copy or any kind of text that occursin sentence or paragraph format.DOWNLOAD »TYPOGRAPHYMULTICAM BRAND GUIDE34
TYPOGRAPHIC HIERARCHYMULTICAM IN WRITINGPRIMARY TYPOGRAPHYCAPITALIZATIONTrade Gothic Bold and Regular should be used whenever possible. Yellow should be used for the first andWhen in written form, follow the guide below for the correct style.third headlines in an alternating pattern. All headlines and sub-headlines should be in all caps and body copyshould be in regular sentence case. MULTICAM TRADE GOTHIC BOLD 40 PTTRADE GOTHIC BOLD 20 PT WITH 24 PT LEADING. HEADERSAND SUB-HEADERS SHOULD ALWAYS BE BOLD.TRADE GOTHIC REGULAR 12 PTTRADE GOTHIC REGULAR 12 PTTrade Gothic Regular set at 10 pt withTrade Gothic Regular set at 10 pt with16 pt leading for body copy. Copy should16 pt leading for body copy. Copy shouldnever be set in all caps.never be set in all caps.Type MultiCam in all caps for HEADLINES and TITLES. Always include the REGISTERED TRADEMARK SYMBOL insuperscript. Do not write the name in all caps for sentence form.MULTICAM TROPIC MultiCam variants are styled identically to the standalone word—all caps for HEADLINES and TITLES. TheREGISTERED TRADEMARK SYMBOL should always be placed on "MULTICAM" and never "TROPIC".MultiCam SECONDARY TYPOGRAPHYMultiCam in lowercase should be styled with an catpital 'M' and 'C', and it is acceptable for any REGULAR USE.On web or in a situation where Trade Gothic is unavailable, it is acceptable to use Roboto Condensed forAlways include the REGISTERED TRADEMARK SYMBOL in superscript.headlines and Open Sans for body copy. Both typefaces are free and readily available on Google Fonts.Download links are also provided on PAGE 34.MultiCam Tropic ROBOTO COND. BOLD 40 PTMultiCam variants in lowercase should be styled with an catpital 'M' and 'C', and it is acceptable for anyREGULAR USE. Always include the REGISTERED TRADEMARK SYMBOL in superscript on "MultiCam".ROBOTO COND. BOLD 20 PT WITH 24 PT LEADING.HEADERS AND SUB-HEADERS SHOULD ALWAYS BE BOLD.ROBOTO COND. REGULAR 12 PT35ROBOTO COND. REGULAR 12 PTOpen Sans Light set at 10 pt with 16 ptOpen Sans Light set at 10 pt with 16 ptleading for body copy. Copy should neverleading for body copy. Copy should neverbe set in all caps.be set in all caps.MULTICAM BRAND GUIDETYPOGRAPHYTYPOGRAPHYMULTICAM BRAND GUIDE36
MULTICAM PATTERN ORDERMULTICAM WRITING DON'TSALL PATTERNSDON'T When listing all MultiCam patterns consecutively, the order should be as follows: Multicam MULTICAM MULTICAM ARID MULTICAM TROPIC'M' AND 'C' SHOULD EACH BE CAPITALIZED MULTICAM ALPINE MULTICAM BLACKmulticam SELECT PATTERNSWhen listing select MultiCam patterns, the order should remain the same while skipping the missing patterns. MULTICAM MULTICAM TROPIC MULTICAM BLACK NEVER WRITTEN ENTIRELY IN LOWERCASEMULTI-CAMONEVER HYPHENATE AND / OR ADD WORDSMulti CamNEVER ADD SPACES OR SEPARATE37MULTICAM BRAND GUIDETYPOGRAPHYTYPOGRAPHYMULTICAM BRAND GUIDE38
6COLORMULTICAM TROPIC
COLORSCOLOR USAGEEach MultiCam pattern has two designated colors that compliment its color palette. Use the exact valuesbelow—do not alter these values.TWO-COLOR LOGOSMULTICAM MULTICAM ARIDCORRECT TWO-COLOR LOGOThe lighter of the two designated colors should alwaysbe on the left side of the two-color MultiCam logo.CMYKHEX42 44 63 1262 55 82 5442 44 63 1246 61 82 42# B9AA9A# 403F27# B9AA9A# 63482DORANGE USAGEThe only acceptable use of orange is for increased readability of the MultiCam logo over a pattern. Prior applications of orange includesMULTICAM TROPICCMYKHEXMULTICAM ALPINE61 43 100 3077 53 73 610 0 0 027 20 19 0# 5A622A# 22362B# FFFFFF# BABDC0MULTICAM BLACKYELLOWORANGEvinyl decals, vinyl wraps, and fabric. Orange should never be used for web or printed materials. Orange should never be used with yellow.YELLOW USAGEYellow can be used for HEADLINES, BULLETS, BUTTONS, or anything on the page that deserves the viewer's attention. This color should be usedsparingly in order to keep its effect and not be too overpowering on the page. Yellow should never be used with orange.CMYKHEX62 55 82 5475 68 67 904 35 100 000 83 100 0# 403F27# 000000# F1AC1D# FF5000Button with hover state41MULTICAM BRAND GUIDECOLORGeneral page elements such as arrows or pointersTitles or subtitlesCOLORMULTICAM BRAND GUIDE42
CONTACTADDRESS63 Flushing Ave.Unit 252Brooklyn, NY 11205PHONE(347) 915-6379FAX(718) .multicampattern.comMULTICAM REV. 050415
2015 MULTICAM. ALL RIGHTS RESERVED.
LOGO USAGE . ONE-COLOR LOGO USAGE TWO-COLOR LOGO USAGE . The one-color logo can be used independently or atop its respective pattern or an appropriate photo. The two-color logo includes an inverted color background to ensure readability. Do not remove the background. 7 . MULTICAM BRAND GUIDE LOGO LOGO MULTICAM BRAND GUIDE 8
The MultiCam 1000 Series Router provides more standard features than any other machine in its class. It’s the perfect solution for any application requiring value, performance and price in a CNC router. MultiCam, Inc. 1025 West Royal Lane DFW Airport, TX 75261 972-929-4070 Fax: 972-929-4071 www.multicam.com sales@multicam.com
Small Parts Manufacturing. Automation is a key element to MultiCam’s success. MultiCam operates 3 VMC’s, 1 HMC, and many other machining centers. The new Giddings & Lewis HMC enables very accurate multi- sided machining of many critical components.
specifications, MultiCam offers a vast array of sizes and options of CNC machinery. Due to vertically integrated manufacturing processes and literally hundreds of different configurations, MultiCam has a CNC solution for your application and budget. For top value CNC cutting systems, MultiCam is a global leader you can trust to hone your
Brand values help to remain true to your brand values and will increase employee engagement. Benefit 2 Brand values make your brand more memorable. Benefit 3 Brand values will create deep emotional connections with your audience. Benefit 4 Brand values will maintain brand authenticity. Benefit 5 Brand values will guide everyone on your team .
Strategic Brand Management Exeter MBA and MSc –Day 2 Brand Strategy Jack Buckner Aaker’s Brand Identity System BRAND IMAGE How the brand is now perceived BRAND IDENTITY How strategists want the brand to be perceived BRAND POSITION The part of the brand identity and value pro
brand equity, brand image, brand personality and brand extension. 2. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand. Various experts have defined brand extensions differently . though, these definitions look quite similar. Kotler and Armstrong (2002) defined brand
brand awareness, brand association, perceived quality and brand loyalty to estimate brand equity [11]. Reference on Aaker, we define brand asset with four dimensions: brand awareness, brand association, perceived quality and brand loyalty. Brand awareness is the ability to consumers or potential consumers to realize relationships between a certain
CCSS Checklist—Grade 2 Writing 1 Teacher Created Resources Writing Text Types and Purposes Standard Date Taught Date Retaught Date Assessed Date Reassessed Notes ELA-Literacy.W.2.1 Write opinion pieces in which they introduce the topic or book they are writing about, state an opinion, supply reasons that support the opinion, use linking words (e.g., because, and, also) to connect opinion and .
