Takeya Brand Book

VERSION 4 | March 8, 2017

OUR GUIDELINES

The Takeya brand is more than just an idea on paper; it is the embodiment
of our company, encompassing all of the experiences and expectations that
people associate with us. To protect the integrity of the visual and verbal
expression of the Takeya brand, it is critical to follow all of the guidelines
outlined on the following pages.
This comprehensive communication system includes all of the elements you
may need—logos, typefaces, colors, and more—to create a consistent tone,
look, and feel for Takeya's communication materials.
We invite you to absorb this information and reference it often to become an
informed keeper of the brand.

2

“Success is the sum of
small efforts, repeated

day in and day out.”

— Robert Collier

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TABLE OF CONTENTS

Culture 6 
Logo 16
Brand Colors 36
Products 50
Photography 62
Social 72



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6

CULTURE

This section is an examination of the language and key messaging
that we use to describe the Takeya brand. It is a collection of the
shared values, mission and voice that we all adhere to.

MISSION
VISION
THAT MOMENT
CONSUMER
BRAND VOICE
KEYWORDS

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TAKEYA IS...

Headquartered in Huntington Beach, California, Takeya USA is a fast-growing
active fitness brand that specializes in insulated hydration solutions for people
on the go. Established in 2008, Takeya USA brings 55 years of Japanese design
heritage and innovation to provide simple solutions that work. Whatever you
do to keep active and strong, Takeya will be there to keep you refreshed and
hydrated so you can maximize your performance.

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MISSION

To inspire, energize, and celebrate fitness enthusiasts everywhere, one
refreshing sip at a time.

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VISION

At Takeya we honor the weekend warrior in everyone, no matter
what day of the week! We believe life is all about getting out and
having fun, whether it’s an early morning walk with friends, or 18
holes on a Saturday afternoon. Perhaps a hot yoga class or a great
gym workout. Whatever you do to keep active and strong, we’ll
be there to keep you refreshed and hydrated along the way.

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THAT MOMENT

THE PAYOFF

Takeya celebrates that moment with you, whether
providing a much needed water break to keep you going,
or as an ice cold reward for hitting your goal. And then
we’ll encourage you to keep doing it, to keep breaking
boundaries and to keep feeling good.

It's when exhaustion turns to exalted, when the hard
work you put in pays off, when you feel at the top of your
game... whatever that game may be.

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CONSUMER

WEEKEND WARRIOR

The Takeya consumer is active and works out on a
regular basis and/or participates in some sort of
recreation or team sport. They are the "gym rats", the
workout junkies, the ageless athletes who love to push
themselves. They believe that the more they put into
life, the more they will get out of it. They understand the
importance of hydration, and know that the more they
drink, the better they will perform.

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BRING THE HEAT. KEEP YOUR COOL.

We are Takeya. Like you, we love to sweat. We love to be
active, and we pursue our passion any chance we get.
We love the feeling a great workout brings us, as much
as we love extending and reaching for that dig, that
putt, that tough serve return. We live for that moment
of triumph…that last rep we didn’t think we could do,
that yoga pose that we finally realize, that hit that saves
the point. Working out and playing sports brings us joy,
camaraderie, and personal achievement. It is our way
to a “Better Me”. We revel in feeling strong and healthy,
and bring this joy into our daily lives.

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BRAND VOICE

The Brand Voice is the purposeful, consistent expression of the brand
through words and prose styles, used to engage and motivate. Our voice
should encourage, not preach. It should be confident, but not cocky. It should
be honest and open... like a supportive friend.

EXAMPLES:

Quench your inner warrior!
Bring the heat. Keep your cool.
Run. Refresh. Repeat.
Never (ever) give up.

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KEYWORDS ENGAGEMENT
CHALLENGE
ENERGY ASPIRATION
JOY SWEAT
INTENSITY
FUN

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16

LOGO

This section covers the usage of the master logo, its construction,
and the variety of layouts available.

FONT
LOGO
SPACE & SIZING
COLOR
USAGE

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FONT

Dating back to the early part of the 20th century, the DIN type style is the original
“industrial-strength” sans serif design. Its name is an acronym for the German
“Deutsches Institut für Normung” (German Institute for Standardization), and DIN was
first used to identify railroad cars in Germany.

Modern DIN (designed in 1995) has lean, geometric lines and is celebrated for being
clean, modern, bold and striking - it looks contemporary, and feels strong.

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FF DIN is the leading typeface in our system. Both Aa
Condensed and Standard styles are used to compliment and
contrast each other. AaBbCcDdEeFfGgHhIiJjKk
AaBbCcDdEeFfGgHhIiJjKk
FF DIN Pro Condensed
AaBbCcDdEeFfGgHhIiJjKk
We use 3 weights—Condensed Light, Condensed Medium
and Condensed Black—for a great range for all of our AaBbCcDdEeFfGgHhIiJjKk
needs. This styles is mostly used for large titles, print
collateral & product packaging.

FF DIN Pro

We use 3 weights—Regular, Bold and Black—for a great
range for all of our needs. This style should be the default
style used for paragraphs, communications and general
layout purposes.

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TYPE USAGE

Takeya's type system is classic and simple to get the message across as succinctly as
possible. Utilizing the minimum amount of color and visual noise, the guidelines on the
opposite page help convey a sense of professionalism and organization that we strive
for.

White space is important for our system, since it gives our messaging room to breath
and stand apart. Make sure all text is give the proper spacing, margins and padding.

Less is more.

"CLUTTER IS SYMPTOMATIC OF DELAYED DECISION MAKING."
- CYNTHIA KYRIAZIS

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EXAMPLES ABOUT US

The breakdown Takeya USA

HEADING Headquartered in Huntington Beach, California, Takeya USA is a fast-growing
DIN Pro Condensed Light 42pt active fitness brand that specializes in insulated hydration solutions for people
on the go. Established in 2008, Takeya USA brings 55 years of Japanese design
SUB-HEADING heritage and innovation to provide simple solutions that work. Whatever you
DIN Pro Regular 16pt do to keep active and strong, Takeya will be there to keep you refreshed and
hydrated so you can maximize your performance.
BODY
DIN Pro Regular 10pt www.takeyausa.com

DETAILS
Open Sans Light All Caps 14pt

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WORDMARK

Takeya's wordmark carries forward the legacy and trust of the Takeya brand. It is
professional and powerful, while not being over complicated.

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Registration symbol should
line up with the height of
the arm of the "T" and "E".

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Do not change spacing between Do not change the angle of the baseline Do not break apart or stack
letters of our logotype. when presenting logotype. parts of the logotype.

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THE MARK

The Takeya mark is an encapsulation of everything
the brand represents — it is energetic, dynamic,
powerful, simple, harmonious, timeless,
boundless, confident and invigorating.

The double waves are a nod to the ocean we look
at out our window, as well as the powerful feeling
of refreshment. The encapsulation inside the circle
represents energy, movement, and balance.

With a history and origins in Japan, the Takeya mark
also embodies our Japanese legacy and style, while
blazing forward with our own timeless appeal.

"DESIGN IS SO SIMPLE, THAT’S WHY IT IS SO COMPLICATED."
- PAUL RAND

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ANATOMY OF THE MARK

The mark is built from a series of 8 layered, overlapping
circles, to create 4 dynamic wave shapes. These wave
shapes converge into the distance to add a layer of energy
to the elegant shapes. The entire shape is then tilted on it's
axis 45° to maintain harmony and symmetry, yet create a
sense of movement and flow.

45°

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HORIZONTAL MASTER LOGO Width based on the baseline &
x-height of wordmark.
Takeya's primary logo orientation is the horizontal lockup
detailed below. There are 2 main horizontal variations to
account for specific use cases.

Primary Horizontal

The side-by-side layout of the Mark and Logotype serves
as the Primary logo lockup and fits the largest number of
use cases.

The primary color for the logo is Takeya Deep Blue when
displayed on a pure white background. For alternative
color variations of the logo, see the following page entitled
"Logo Color."

Secondary Horizontal with Descriptor Line

For use cases where displaying the Descriptor Line is
appropriate, the Secondary logo lockup should be used.

The descriptor line allows the consumer to easily
understand our product lines, and should be used when
the brand stands alone (no product nearby) or clarification
is needed.

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VERTICAL ALTERNATIVE LOGO Spacing based on the cap
height of the logotype.
To accommodate specific use cases and layouts where the
horizontal lockups are not possible, the vertical alternative
can be used.

Vertical

Stacking elements works well for smaller-width use cases
and, where appropriate, serves as an alternative to the
horizontal main logo lockup.

The following pages detail the limitations of the horizontal
logo—such as minium allowed sizes and clear space rules.
Please consult these guidelines for a clearer understanding
on where this Vertical Alternative lockup is appropriate.

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LOGO COLOR

The primary color for the logo is Takeya Deep Blue when
displayed on a pure white background. Additionally, there
are some alternative color variations for specific use cases.

On Light Backgrounds

For light backgrounds, legibility is paramount, so use
discretion to maintain the integrity and visibility of the
logo. The Takeya Blue variation of the logo can be used as
an alternative. Primarily, this option can be used on very
light grey, pale blue or images with extremely simplistic
backgrounds or textures.

On Dark Backgrounds

For darker backgrounds, the reversed white variation of the
logo should be used.

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LIMITATIONS

Below are some specific limitations and misuses of the
Takeya logo. Please use discretion to maintain the integrity
and visibility of the logo. If you have questions, please ask.

Colored Backgrounds

• Do not place the primary colored Master Logo on any

dark colored backgrounds.

• Do not place any logo on any colored backgrounds that

reduce it's visibility.

• Do not place any logo on any colored backgrounds that

clashes or doesn't match aesthetically with the brand.

On Imagery

• Do not place the Master Logo on top of any images that

compete with readability.

• Do not place any logo on top of any complex or busy

imagery.

• Do not place any logo on top of imagery that reduce the

logo's visibility.

• Do not place any logo on top of imagery that clashes or

doesn't match aesthetically with the brand.

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LOGO WHITE SPACE Width of Mark

The importance of whitespace around brand elements
and throughout all layouts cannot be overstated. It adds
confidence and clarity to the visual messaging. The more,
the better. These visuals are used to define minimums.

A. Spacing for Logo

The minimum allowance for the master logo is equal to 2x
the mark in the lockup. This holds true regardless of scale.

B. Spacing for Mark 1/2 Height of Mark
Height of Mark
For the mark, the minimum clear space allowance should
be equal to half of the mark itself. Repeat the scale of the
mark around it, regardless of the scale per circumstance.

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MINIMUM SIZE 90px
16px
For readability, scale needs close attention. 40px

A. Master Logo

The the logo should never be reduced below 90 pixels wide.

B. Mark

The mark can be reduced down to favicon size (16px by
16px). In print and other use cases it’s recommended not to
be reduced below 1/2 ”.

C. Vertical Alternative

This lockup should never be reduced below 40 pixels wide.

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INAPPROPRIATE USAGE

To maintain integrity of the logo, don’t do the following;

DO NOT place any logo or mark on top of any complex or
busy imagery

DO NOT place any logo or mark on top of imagery that
reduce the logo's visibility doesn't match aesthetically with
the brand

THE ENEMY OF ART IS THE ABSENCE OF LIMITATIONS.
- ORSON WELLES

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DO NOT change or move any element of the logo or mark

DO NOT stretch forms to fill space

DO NOT rotate the logo or mark

DO NOT change the color of the logo or mark

DO NOT put “fun” layer effects on any visual brand
materials
DO NOT outline the logo or mark

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BRAND COLORS

This section covers the usage of our color system, the print and
web specifications, and some simple visual guides.

COLOR PALETTE
CORE COLORS
SECONDARY COLORS
GRADIENTS

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COLOR PALETTE

Takeya has a simple, calming, trustworthy color palette.
Leading with a strong deep blue, followed with a bold, bright
blue and complimentary grays. The Core Color palette is
limited and focuses on conveying confidence and clarity.

COLOR SYSTEM

50% Takeya Deep Blue
30% Takeya Blue
15% Takeya Dark Gray
5% Takeya Gray

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“Colors, like features,
follow the changes
of the emotions.”

— Pablo Picasso

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CORE COLORS

These four Core Colors capture the majority of the color
needs in our brand.

Takeya Deep Blue is a deep, rich color that adds power
and depth to the brand. Drawing inspiration from deep
waters and powerful waves, it is the perfect representation
for Takeya's visual voice. This is the core brand color and
should be featured prominently on all brand materials.

Takeya Blue is a bold, bright visual that should be used
to add interest to specific areas, to bring impact and as a
powerful background color for our white logo.

Takeya Dark Gray is a complementary color that should be
used in place of black. It is most commonly used within the
typography instead of 100% black when a darker color is
needed. This should be used as the default text color.

Takeya Gray is also used as a complement to Takeya
Dark Gray when a lighter color font is needed, or a
complementary background is desired.

Standard White is often used in addition to the three main
colors and should be used as the brand canvas. It should
be used liberally to frame important brand elements and
captures the majority of all visuals.

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Takeya Dark Gray

Takeya Deep Blue Takeya Blue Takeya Gray

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SECONDARY COLORS

These three Secondary Colors help support the Core Colors
and flesh out any additional color needs in our brand.

Takeya Yellow should be used sparingly as a warmer accent
color to add a layer of pop where appropriate.

Takeya Orange should be used very sparingly as a bolder
accent color to add an additional layer of pop where
appropriate.

Takeya Light Gray should be used sparingly as an richer
alternative to Standard White.

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Takeya Yellow Takeya Orange Takeya Light Gray

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CORE PALETTE

The Core palette will cover the majority of your needs. It’s
intentionally small in variety as to not dilute the brand
visuals, adding confusion.

NAME Takeya Deep Blue Takeya Blue Takeya Dark Gray Takeya Gray Standard White
PANTONE 7691 C 632 C 7540 C 431 U
95, 64, 16, 2 81, 28, 25, 0 57, 44, 41, 50 57, 44, 41, 8 0, 0, 0, 0
CMYK 0, 96, 152 19, 146, 174 72, 78, 82 117, 124, 129 255, 255, 255
RGB #005F98 #1391AD #484E52 #757B81 #FFFFFF
HEX

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SECONDARY PALETTE

The Secondary palette is intended to complement the Core
colors and add an additional layer of warmth and vibrancy.
These colors should be used sparingly and deliberately.

NAME Takeya Yellow Takeya Orange Takeya Light Gray
PANTONE 136 C 7417 C 649 U
1, 28, 87, 0 0, 86, 88, 0 10, 5, 5, 0
CMYK 251, 188, 60 239, 70, 53 226, 231, 234
RGB #FBBC3C #EF4534 #E2E7E9
HEX

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COOL GRADIENTS

Our gradients add an additional bolder graphical element
that can provide a richer aesthetic and more vibrant look.
These gradients should be used sparingly and deliberately.

All gradients should be a smooth blend from one color
to the next, and should be subtle in their appearance.
Gradients can be used in any orientation, but the primary
usage is vertical to maintain a natural look of lighting and
water depth. Only the reversed white logo variation should
be used on any gradient background to maintain visibility.

The Cool Gradients are the primary gradient styles that
should be used for most scenarios.

ADDITIONAL COLOR
To add a richer feel, an additional color is introduced, that is
only used for gradients and should be used sparingly...

Takeya Dark Blue
100, 83, 35, 24
5, 56, 99
#053863

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Takeya Light Gray Takeya Blue Takeya Blue

Takeya Gray Takeya Deep Blue

Takeya Dark Gray Takeya Deep Blue Takeya Dark Blue

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WARM GRADIENTS

Our gradients add an additional bolder graphical element
that can provide a richer aesthetic and more vibrant look.
These gradients should be used sparingly and deliberately.

All gradients should be a smooth blend from one color
to the next, and should be subtle in their appearance.
Gradients can be used in any orientation, but the primary
usage is vertical to maintain a natural look of lighting and
water depth. Only the reversed white logo variation should
be used on any gradient background to maintain visibility.

The Warm Gradients are the secondary gradient styles that
should only be used for specific uses cases where a warmer
palette is necessary.

ADDITIONAL COLOR
To add a richer feel, an additional color is introduced, that is
only used for gradients and should be used sparingly...

Takeya Dark Blue
100, 83, 35, 24
5, 56, 99
#053863

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Takeya Yellow Takeya Red

Takeya Red Takeya Dark Blue

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