BRAND IDENTITYQUICK REFERENCE GUIDE

Intro

TAHOE® Boats has developed this Brand Identity Guide for you—our associates, dealers and vendors. It is designed to guide you in the proper use of our company trademarks, logos, typography and colors.

These guidelines must be strictly adhered to in order to strengthen the TAHOE® Boats brand voice. This will help present a fully integrated experience for the TAHOE® Boats consumer, as well as eliminate confusion in evaluating new brand touch points.

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Brand Essence . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Brand Target . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Logo Preferred Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Alternative Logo Variations . . . . . . . . . . . . . . . . . . . . . . 5

Logo Usage Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Clear Space . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Copy Voice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Copy Standards and Mandatories . . . . . . . . . . . . . . . . 10

Grammar and Copy Guidelines . . . . . . . . . . . . . . . . . . . 11

Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Fonts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Additional Assets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

Contact Info . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

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Contents

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Brand Essence

“With today’s fast-paced life and hectic schedules, quality time with family and friends is virtually nonexistent. It’s time to reconnect and rediscover the ones you love to spend time with.”

Escape! Splash, kick, jump, scream and relax your way out of your everyday world—and into the world of TAHOE®.

TAHOE® Boats caters to a wide range of needs and wants by providing water sports enthusiasts and fishing families alike with top-quality, value-packed escape vehicles that are loaded with quality features.

TAHOE® offers a full line of models with more versatility than any other sport boat brand. With a broad selection of sleek runabouts and spacious deck boats, it’s easy for families to find the perfect escape.

It’s no surprise they’re the best selling ski-and-fish boats on the market!

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Brand Target

TAHOE® boats are built for families.

Each one provides a luxurious, yet affordable, means for families to experience fun times on the water. With models ranging from do-it-all runabouts to luxurious desk boats, these high-quality boats are designed to allow boaters to do everything from skiing, wakeboarding and tubing to fishing and lounging in the sun.

Marketing for TAHOE® boats is directed at young, affluent buyers who have families. 17% of owners are female. Many are first-time buyers.

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Preferred Usage

This is the primary TAHOE® Boats logo. It is appropriate for use on all TAHOE® Boats communication.

The TAHOE® Boats logo is a “badge” of solid typography with beveled chrome letters that give it a high-end feel. The shading and holding device give it a sense of smooth performance and stability.

The “Preferred Usage” represents the truest graphic representation of the brand. Depending on the printing or reproduction method, the logo above should be used wherever possible. Some methods of reproduction and/or certain limitations of placement or design may require the use of a modified version of the logo. In some situations, for example, this logo may need to be placed on a dark background that would diminish legibility and recognition. See the “Logo Alternatives” section for acceptable logo usage in non-standard situations.

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Preferred Usage

This is the primary “T” logo. It is appropriate for use as a secondary element to the primary TAHOE® Boats logo on all TAHOE® Boats communication to reinforce branding. However, this is not a stand-alone logo—the primary logo must always appear on communication where this secondary element is used.

The “Preferred Usage” represents the truest graphic representation of the brand. Depending on the printing or reproduction method, the logo above should be used wherever possible. Some methods of reproduction and/or certain limitations of placement or design may require the use of a modified version of the logo. In some situations, for example, this logo may need to be placed on a dark background that would diminish legibility and recognition. See the “Logo Alternatives” section that follows for acceptable logo usage in non-standard situations.

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COLOR REPRODUCTIONThis is the primary TAHOE® Boats logo. It is appropriate for use on all TAHOE® Boats communications.

* REPRODUCES 4-COLOR PROCESS

* REPRODUCES 4-COLOR PROCESS

COLOR REPRODUCTIONON DARK BACKGROUND

BLACK & WHITE REPRODUCTION (0NE COLOR)This version of the primary TAHOE® Boats logo is appropriate for use on all TAHOE® Boats communications that do not print four-color process.

PMS BLACK CC=0M=0Y=0K=100

BLACK & WHITE REPRODUCTION (0NE COLOR) ON DARK BACKGROUND

C=0M=0Y=0K=0

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Alternative Logo Variations

PMS 194 CC=7M=100Y=54K=35

COLOR REPRODUCTION(0NE COLOR)This version of the primary TAHOE® Boats logo is appropriate for use on all TAHOE® Boats communications that do not print four-color process.

COLOR REPRODUCTION(0NE COLOR) ON DARK BACKGROUND

PMS 194 CC=7M=100Y=54K=35

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COLOR REPRODUCTIONThis is an alternate TAHOE® Boats logo. It is appropriate for use on all TAHOE® Boats communications.

COLOR REPRODUCTIONThis is the primary “T” logo. It is appropriate for use as a secondary element to the primary TAHOE® Boats logo.

* REPRODUCES 4-COLOR PROCESS

* REPRODUCES 4-COLOR PROCESS

* REPRODUCES 4-COLOR PROCESS

* REPRODUCES 4-COLOR PROCESS

COLOR REPRODUCTIONON DARK BACKGROUND

COLOR REPRODUCTIONON DARK BACKGROUND

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Alternative Logo Variations

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NEVER REMOVE ELEMENTS

NEVER REARRANGE ELEMENTS

NEVER ROTATE

NEVER DISTORT

NEVER CROP

NEVERRECOLOR

Incorrect Usage

The placement of the TAHOE® Boats logo is an essential factor in establishing and preserving the brand identity.

The following rules should be observed when placing a logo in all visual media:

1. The logo should be placed in a position that provides visual prominence and immediate recognition.

2. No other logos should be placed in such a way as to compete visually with the brand logo. Size, color saturation and general visual strength of competing logos should be subordinate.

3. No adjacent or background design elements should overpower or diminish the visual strength of the brand logo. Competing elements such as color, texture and complex photographic images should be avoided.

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The placement of all TAHOE® Boats logos is an essential factor in establishing and preserving the brand identity.

“Clear space” surrounding the brand logo helps limit visual competition from other logos and distracting design elements.

Whenever possible, allow a free space of neutral color or photographic image to surround the brand logo. This free space should be a distance on all four sides of the logo equal to one half the height of the logo. See diagram.

Clear Space

1/2 HEIGHT OF LOGO = CLEAR SPACE SURROUNDING LOGO

ON ALL FOUR SIDES

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Copy Voice

The goal of TAHOE® Boats is to deliver more boat and fun than any other sport boat brand.

The tone of our copy should be an extension of this and illustrate everything the brand stands for: fun, family time, skiing, fishing and a relaxing, comfortable life on the water. We should come across as a brand that provides an escape from the ordinary and the perfect means to enter a world without worries.

The core headlines used when marketing TAHOE® boats tell readers everything they need and want to know about the line-up.

“Life Looks Better in a TAHOE .”

“Every Family Needs an Escape Vehicle.”

“Measure Life in Moments and Memories.”

“Fish From the Decks of Your New Family Room.”

“Easy to Dock. Hard to Put Away.”

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Copy Standards and Mandatories

The Importance of Standards

Every TAHOE® Boats associate, dealer and vendor plays an important part in protecting our company’s trademarks and brand names. In addition to our trademark, TAHOE® Boats has distinct typefaces (fonts) and logo colors, as well as copywriting rules and a “personality” that set it apart from its competitors. Proper and consistent use of all these elements reinforces our company’s claim as the rights holder (legal owner) of the trademark. Improper use can result in loss of our rights.

Trademark Usage

REGISTERED TRADEMARKS must be CAPITALIZED COMPLETELY when used in body copy text.

A single reference to the trademark is sufficient in either its first use or most prominent use within the document. Thereafter, it is unnecessary to repeat the symbol. If a trademark is used in sections of a document which may be published or distributed separately, each section should contain the ™ or ® symbol at least once.

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Grammar and Copy Guidelines

TAHOE® Boats has established some general style guidelines for grammar and copy in our advertising, literature, websites and other company communications.

If you are writing on behalf of our company, we expect good creativity, grammar and spelling. Sometimes grammar rules can be broken for a creative effect. But generally, proper grammar, spelling and consistency are very important in presenting our products and corporate image in a credible and businesslike way.

Strive for consistency within each sentence and each document. If you are working on brochure headlines, for example, all headlines within the brochure should be consistent—either all complete sentences or all phrases. All should be capitalized and punctuated consistently.

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The TAHOE® Boats color palette is a direct representation of the world our owners live in.

The colors stand for everything TAHOE® boats are built for: fun, sun, skiing, wakeboarding, family time, fishing and just plain relaxing in luxury and comfort. The colors are pulled from the actual boats, the equipment and even nature to encompass everything TAHOE® boats are used for.

The TAHOE® Boats palette is comprised of seven colors: two primary, two secondary and three accents.

A. Primary Colors: Blueberry and True Black are the main colors in the palette. Use them first.

B. Secondary Colors: Black Cherry and Citron Yellow are secondary colors. Use them to support the primary colors.

C. Accent Colors: Forest Drive, Fishin’ Fever and Clear Water are accent colors and should be used to back up the primary and secondary colors. Use them sparingly.

Specifications for multiple media platforms have been listed so these colors can be properly represented in every format.

When possible, always match Pantone equivalent.

BLUEBERRY

PANTONE295 C

BLUEBERRY

C=100M=68Y=8K=52

R=0G=47B=95

TRUE BLACK

PANTONEBLACK C

BLACK CHERRY

C=30M=82Y=44K=73

R=89G=44B=53

BLACK CHERRY

PANTONE504 C

CITRON YELLOW

PANTONE143 C

CITRON YELLOW FOREST DRIVE

C=83M=19Y=73K=58

R=39G=89B=55

R=213G=43B=30

R=0G=101B=189

FOREST DRIVE

PANTONE357 C

FISHIN’FEVER

C=0M=93Y=95K=0

FISHIN’FEVER

PANTONE485 C

CLEARWATER

C=100M=42Y=0K=0

CLEAR WATER

PANTONE300 C

TRUE BLACK

C=0M=0Y=0K=100

R=30G=30B=30

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R=238G=175B=48

C=0M=32Y=86K=0

Color Palette

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Berthold Akzidenz-Grotesk RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Berthold Akzidenz-Grotesk RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Berthold Akzidenz-Grotesk ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Berthold Akzidenz-Grotesk BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Berthold Akzidenz-Grotesk Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

HEADLINES

BODY COPY

BODY COPY HIGHLIGHTS

Fo

ntsTypography adds distinction to the TAHOE® brand.

Berthold Akzidenz-Grotesk is the main typeface used in marketing TAHOE® Boats. It is a perfect visual representation of what we are trying to convey to boaters, and would-be boaters.

Akzidenz-Grotesk is an innovative and versatile font that has influenced many other typefaces. It was a forerunner in fonts, just as TAHOE® Boats is a forerunner in its segment.

Used correctly, this is a stylish, easy-to-read font that draws the readers’ attention.

For consistency throughout publications, follow the specifications of fonts and weights as listed.

When using certain web-based applications, some fonts may not be readily available. Please substitute a font with similar characteristics.

Berthold Akzidenz-Grotesk MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

SUBHEADS

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Photography

TAHOE® boats are made for fun family getaways on the water so, naturally, lifestyle photography shots are at the heart of our marketing materials, and supported by beauty and action/running shots.

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Photography

Lifestyle

Our lifestyle photography should focus on quality time with family, great moments on the water and building memories. Our lifestyle shots should sell TAHOE® Boats as the leader in fun, and the escape from the ordinary that our boats bring.

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Photography

Beauty

Our beauty shots showcase the boats themselves—top-tier components, materials and craftsmanship—and the best spots on the water that only a TAHOE® boat can take them to.

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Photography

Running

The key to TAHOE® action/running shots is to bring on-the-water fun and excitement to life and convey how much fun is in store for anyone who uses them.

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ADDITIONAL ASSETS can be found on the Tracker Marine Dealer Marketing Solutions (DMS) site—our one-stop shop for all of your branding, promotions, literature and event needs. Whether you are looking for brand-specific promotional signage, items for boat shows, hardware for your dealership, ad templates, literature or radio and TV commercials, you will find it here.

Simply log in by entering your user name and password, or new users can follow the easy registration steps by clicking on “New User Registration.”

VISIONPOINT.group360inc.com/tracker.cfm

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Info

COPYWRITER Josh Ray

jaray@basspro.com (417) 873-4546

DIGITAL ASSET MANAGEMENT COORDINATOR

Kim Phillips kaphillips@basspro.com

(417) 873-5123

TRACKER MARINE GROUP 2500 E. Kearney

Springfield, MO 65898