2. RAM Mounts
Brand Positioning and
Graphic Guidelines
Information contained in these brand guidelines is confidential and proprietary to National Products Inc. (the “Company”) and is intended only for the persons to whom it is transmitted by the Company or its
representatives. Any reproduction of this document, in whole or in part, or the divulgence of any of its contents without the prior written consent of the Company, is prohibited.
3. INTRODUCTION
Whether for work or play, the RAM®
Mounts brand is synonymous with an active lifestyle. Customers rely
on RAM Mounts in a wide variety of applications including rugged vehicle, material handling, aviation, law
enforcement and outdoor recreation.
RAM®
Mounts include a diverse product line which is protected by over 100 issued patents with more
than 60 patents pending. RAM ball and socket mounts feature a design revolving around an elastomeric
rubber ball. Incorporating a non-slip feature as well as shock and vibration dampening, our often imitated
but never duplicated mounting solutions are truly one of a kind and enhance every application they
are used in. Utilizing the finest assembly hardware, durable composites, steel, stainless steel, rubber,
and aluminum, our mounting bases and complete kits are manufactured in the USA to perform above
expectations and remain cost effective.
The RAM®
Mounts brand is comprised of design schemes expressing core elements that come together
to create a distinctive look and feel that makes the brand instantly recognizable.
6. POSITIONING
Ram®
Mounts is a brand of National Products Inc. (NPI). The
company was founded in 1992 by Jeff Carnevali, product inventor
with hands-on expertise in machining, tooling, molding, casting
and industrial design. Mr. Carnevali is still highly involved in product
design and ensuring products are manufactured to the highest
quality in the industry. All NPI products are led by innovation and
manufactured in the United States at NPI manufacturing facilities.
New product innovation and manufacturing quality help differentiate
NPI products from competitors.
7. Product Positioning – RAM Mounts
RAM Mounts include thousands of products designed to securely
hold and mount technology devices and equipment for a variety of
applications including transportation, military, emergency vehicle,
aviation, material handling and outdoor recreation.
The brand is centered on active outdoor and work lifestyles where
enthusiasts want to leverage technology to get the most from
their activity. Customers select RAM Mounts over other mounting
solutions because RAM Mounts are RUGGED and DEPENDABLE.
RAM Mounts are made in the U.S.A. to the highest quality standards
with a proprietary rubber ball and socket design that provides a
durable, stable, shock-absorbing mount that ensures the protection
of high-value devices.
Messaging Points: Made in America, versatile design, ruggedized,
vibration-dampening, lifetime warranty.
Customer Value: Trusted device protection, secure holding
strength, limitless adjustment angles.
8. LOGO USE
NPI uses product group logos to represent its products. Padding around all logos must be a minimum of 25%
with no taglines, images or other text within that space. Logos may be placed with transparent backgrounds if
the background is consistent and does not detract from the logo.
Incorrect Use
1 Do not rotate the logo
2 Do not add effects including shadows or outer glows
3 Do not add web addresses or taglines
4 Do not change individual dimensions of logo elements
5 Do not make a pattern or texture out of the logo
6 Do not alter the transparency of the logo
7 Do not recolor the logo
8 Do not remove the registration marks
9 Do not combine a tagline with the logo
10 Do not stretch or distort logo in any way
12. Color concepts and usages
Due to a wide variety of products, applications and industry
markets, it is difficult to narrowly assign colors and layouts that
will effectively communicate with all of our audiences. Therefore,
we focus on the use of imagery to communicate the brand.
Primary image colors dictate predominant colors used in the
design. Identified online and print colors are used as highlights
to create consistency throughout the visual pieces.
16. Photo use
We use action-oriented imagery to represent our products. Here are some tips to produce imagery that we
can use. Here are a few tips to produce the imagery that we would like to keep consistent in all collateral.
Preferred aspects
1 Product in clear view
2 Product must be in focus
3 Images should be aspirational
4 The subject in the photo should be facing the viewer
or the product
5 Do not put type or logo over the product
6 Device transparency may be lowered to show holder
( if necessary )
17.
18. Graphic elements
1 Icons
2 Rules ( containing type and or logo )
3 Background textures associated with specific vertical
4 Product detail callouts ( close-up with directional graphic )
20. TONE OF VOICE
The tone of voice embodies and expresses the brand’s personality and set of values. It’s about the people that make up the
company and the personal bonds we make with customers. The editorial voice is conversational, one-to-one and compels an
emotional connection between customers and the brand. These general standards should be incorporated when writing for
external audiences. However, text written for news publication will follow APA Style.
Formal vs. Informal: The NPI voice is more formal than informal, using text to portray a sense of professionalism,
innovation and authority. For example,
• Instead of “Watch out! We’re chucking a new offer in your direction”, use something like, “An exclusive offer is now
available for you”.
• Instead of “You’re gonna love this new product – It rocks!”, use something like “This new product helps you get more
out of your device, and more out of your life”.
• And don’t be too formal. For example, Instead of “The procedure for contacting National Products, Inc. regarding
a question about our products is by email. Your inquiry will then be processed and responded to within 24 hours”, use
something like, “Have feedback about our products? We’d love to hear from you. Simply contact us by phone or email
and we’ll gladly help.”
Simple vs. Technical: The NPI voice is simple and direct. Simple, concise text inspires a sense of trust and
intimacy with our customers. When writing, read the copy out load. The text should flow with short pauses. It should not
contain long, complex words. For example,
• Instead of “accessible”, use a phrase like “easy access”.
• Instead of “substantial”, use words like “strong” and “rugged”.
• While we err away from informal language, we write for simplicity and understanding. And often beginning a sentence
with a conjunction or using fragments helps break up text. Creating natural pauses and flow. This is especially the
case when writing for online social mediums.
Customer vs. Company Centric: The NPI voice centers on customers and the value they receive from
our products. Therefore, we use direct, first-person language.
• Instead of “RAM Mounts help customers secure their devices”, use something like “You secure your devices with RAM Mounts”.
• Instead of “Now devices have a home anywhere, whether that be in the boardroom, on the road, or with the family”, use
something like “Now your device has a home anywhere you go, whether in the boardroom, on the road, or with your family”.
22. STATIONARY
Hello, Esteban
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est, qui res sapieni scipis nullacc aborem volore iunt.
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lamusdam rendaec tecuptatempe nonectecte num sant as et rendel
ius esti serspeles aut et vera cuptatium quae dolorem eatur molo.
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iumquam sit, sequi volumqui vent autem. Et ut voluptiame officil
iquiaec estiost, ulluptam iur? Em que vendam cus molendis iur.
Sincerly,
Javier Jimenez
April 24, 2015
NPI
National Products Inc
8410 Dallas Avenue South
Seattle, WA 98108 U.S.A.
Phone: 206-763-8361
www.rammount.com
Hello, Esteban
Onecaborerum sam quiaepe lessequi alit minci dolor aut eum
quibusa pe vellent, ipsumquibus dolorenti atum fuga. Nam il imus
est, qui res sapieni scipis nullacc aborem volore iunt.
Num quiationse oditati beatemquam vento ommodio. Nequodi ut
lamusdam rendaec tecuptatempe nonectecte num sant as et rendel
ius esti serspeles aut et vera cuptatium quae dolorem eatur molo.
Atur, sit aliquo omnihit in cor aliquia con ea doloritius esed et
iumquam sit, sequi volumqui vent autem. Et ut voluptiame officil
iquiaec estiost, ulluptam iur? Em que vendam cus molendis iur.
Sincerly,
Javier Jimenez
April 24, 2015
1-800-497-7479
8410 Dallas Avenue South
Seattle, WA 98108
EX. EX.
23. These guidelines were created to build a
consistent design language for NPI/ Ram Mounts
communication. Not all examples and instances
will be represented in this guide. Please use your
best judgement when building communication
pieces. If you have any questions please contact
the Marketing department.
