FIREBALL Brand Guidelines

FIREBALL
STYLE GUIDE
파이어볼 스타일 가이드
V 2.0
Preface
I BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Preface
TABLE OF CONTENTS
INTRODUCTION 01 COLOUR 32 Attributes 53
VIDEOGRAPHY 69
Fine lines 54
The Fireball Brand 03 Primary 34 Videography Characteristics 71
Don’ts 55
Brand Strategy 06 Extended Palette 35 Colour 72
Colour Themes 36 Casting 73

ICONOGRAPHY 56
VERBAL IDENTITY 07 Don’ts 40 Location 74
Attributes 57 Light 75
Personality 09
Voice & tone 10 TYPOGRAPHY 41 Construction 58 Composition 76

Don’ts 59 Post-Production 77
Roboto 43
Video Types 78
LOGO 13 Roboto Condensed 44
Roboto Mono 45
PHOTOGRAPHY 60 Vertical Video 82
Fireball Logo Attributes 15
Photography Characteristics 62 Don’ts 83
Hauser Gothic 46
Fireball Mark Attributes 18
Noto Sans KR 47 Colour 63
Box Logo Attributes 21
How to use 48 Light 64
Cropped Mark Attributes 24
Typographic Expression 50 Composition 65
Wordmark Attributes 27
Don’ts 51 Settings 66
Modular System 28
Photography Types 67
Logo Summary 30
Don’ts 31 GRAPHIC ELEMENTS 52 Don’ts 68
II BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Preface
This guide book goes over the visual and verbal identities that make up the Fireball brand.
This includes our name, logo, voice, tone, etc. It is important that the Fireball logo and
other elements are used correctly within the Fireball brand. Each of us is responsible
for protecting the company’s interests by contributing to brand cohesion and preventing
unauthorized or incorrect use of the Fireball name and marks.
III BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Introduction
INTRODUCTION
MISSION STATEMENT - 02
THE FIREBALL BRAND - 03
BRAND STRADEGY - 06
01
01 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술
Introduction MISSION STATEMENT
MAKE EXCEPTIONAL DETAILING PROD-

UCTS, & IMPLEMENT NEW SOLUTIONS
THAT INSPIRE THE DETAILING INDUSTRY
& DEFINE ITS FUTURE.

Introduction
THE FIREBALL
BRAND
Fireball is a premium vehicle protection

brand. Since our founding in 2015, Fire-
ball ‘s mission has been to inspire, define,
and realize the future of our industry. At
our proprietary facility in South Korea,
we oversee every aspect of our product’s
formulation and manufacture. Our unique
single-location quality assurance model is
overseen personally by our CEO, Founder,
and Head Chemist, Jin Hyuk-Jang.
Supervision at every step of the manu-

facturing process by extremely knowl-
edgeable chemical engineers afford us
an outstanding level of precision and
ecosystem integration, giving our prod-
ucts the levels of quality you just can’t get
working with third party manufacturers
and formulators.

Introduction
OUR VALUES
INNOVATION INTEGRITY
WE RESPECT THE PAST, AND AIM TO BUILD WE ARE FULLY COMMITTED TO HONESTY,
ON THE FOUNDATION IT PROVIDES TO TRANSPARENCY, & PROACTIVE ETHICAL
REACH BETTER THINGS TOMORROW. ACTION IN ALL ASPECTS OF OUR BUSINESS.
PASSION RESILIENCY
OUR RELENTLESS PURSUIT OF PROGRESS AS A FORWARD-THINKING COMPANY, OUR

IN THE DETAILING INDUSTRY INSPIRES US COMMITMENTS ARE INTENDED TO ENDURE,
AND GROUNDS US, KEEPING OUR FOCUS PROVIDING OUR PARTNERS WITH A SOLID,
ON ASSISTING INSTALLERS IN THEIR DEPENDABLE, AND SUSTAINABLE START-
DAILY LIVES. ING POINT ON WHICH TO BUILD.

Introduction
BRAND CHARACTERISTICS
Bold
Fireball isn’t risk-averse. Our business model is built on a wager
that consistent quality work, no-nonsense promotion, and loyalty
to customers and business partners will in the long run make us
successful. From our bold logo type-weight to our emphasis on
contrast and negative-space, the visual representations of Fireball
convey our unapologetic confidence in the quality of our products.
Authoritative
Fireball incorporates the Authority of experienced installers and
educated chemical engineers into our brand by strictly adhering
to our internal standards. We value transparency, and in contrast
to some competitors, market our products without deception or
hyperbole. These standards and the community trust they gen-
erate give us the ability to speak with authority, confident of our
company’s quality, skill, and customer backing.
Exclusive
Fireball is dedicated to only providing our products to installers
who have been personally approved by our management and
quality control team. When a customer brings their vehicle to a
Fireball Certified installer, they can rest assured that the shop’s
methods are backed by Fireball, and have been validated by
knowledgeable and experienced installers.
Cutting Edge
Fireball’s in-house Research and Development teams strive to
make our products clean, efficient, and forward thinking. Fireball
enables its installers and their customers to stay ahead of the
curve, always standing out by virtue of simply more effective,
more advanced products. We aim to convey this forward think-
ing, science first mentality through our bold, industrial design
language, ultimately aiming to create a product that feels new,
unique, and trustworthy.

Introduction
BRAND STRATEGY
THE PROBLEM OUR SOLUTION
The aftermarket automotive scene is a

crowded one, with brands competing for
FIREBALL’S PRODUCTS ARE SOME OF THE MOST
customer attention via loud, flashy cars, HIGHLY CONCENTRATED ON THE MARKET. OUR
over-the-top designs, and marketing copy
that is full of buzzwords and little actual BRAND COPES WITH THE AFOREMENTIONED MAR-
information. It is extremely difficult to
KETING STANDARDS BY LETTING OUR PRODUCTS
stand out in this market.
DO THE TALKING. FIREBALL’S PRODUCTS ARE WHAT
SETS US APART. WE DON’T RELY ON NEEDLESS
FLASHINESS OR UNNECESSARY BUZZWORDS. WE
GIVE OUR CUSTOMERS THE STRAIGHT, UNDILUTED
TRUTH ABOUT OUR STRAIGHT-FROM-THE-FACTORY,
UNDILUTED PRODUCTS.

Verbal Identity
VERBAL IDENTITY
PERSONALITY - 09
VOICE & TONE - 10
02
Verbal Identity
WE ARE BUILT ON TRUST & RESPECT. WE

ARE COMMITTED TO PROVIDING OUR CUS-
TOMERS WITH THE BEST POSSIBLE EXPE-
RIENCE. WE LOOK TOWARDS THE FUTURE,
ALWAYS STAYING AHEAD OF THE CURVE.

Verbal Identity
PERSONALITY
Fireball’s brand personality prioritizes

competence and excitement. Consumers
should perceive us as reliable and intelli-
gent when we reach out to them. When we
talk about our products, we should also
convey the spirited and imaginative core
of our innovative company. We are reliable
and always deliver on our promises. We
are intelligent, always looking for new
ways to excite our customers.

Verbal Identity
VOICE & TONE

Fireball’s Voice is a reflection of our personality and identity. Our or unnecessary repetition. We use simple language that is easy to
brand is built on reliability and honesty, which is evident in our understand, and we only use scientific terminology when neces-
products, designs, and copy. We strive to provide to be honest sary. Our grammar creates clarity, and avoids common readability
and informative, without exaggeration or embellishment in our traps. We aim to speak with an engaging, no-nonsense voice that
marketing. Our copy is clear and concise, with no empty buzzwords is dependable, friendly, and informative.
Grammar style
Fireball uses the MLA style in all written works, be it email com-
munication, ad copy, product description, etc. Oxford Commas *NOTE: USING AI / LLM WRITING AIDES
are to be used to eliminate confusion. Due to the ease at which
written communication can be misconstrued, we aim to keep Writing aids which use AI to generate content can be helpful
our writing at an 8th-grade reading level. This means minimizing drafting or research tools, however, these tools are in their
uncommon grammatical constructs such as group genitives, infancy and are very easy to misuse. Never use AI to write
notional agreements, garden-path sentences, etc. Whenever customer-facing pieces. If AI is used in the production of
possible, use clear references to proper nouns. All statements a writing piece, it should remain an internal document, not
must be grammatically correct and make linear, logical sense. to be released publicly without extensive revision.
Vocabulary
Fireball should nearly always speak in simple, easily understood
words. Favor professional words; don’t use slang terms or obscen-
ities. Never use the first person in non-social media copy. In social
media, use the first person plural (‘we’ not ‘I’).
A challenge of writing in Fireball’s voice is balancing the complex

scientific nature of our products with the desire for copy simplicity
and general resistance to reading among our target demographic.
Inversely, it’s very important that our vocabulary avoids oversim-
plifying our more advanced products. This balance reinforces
our commitment to minimal, strictly communicative copy, and
is further informed by the Functional / Expressive dichotomy.
Every word in a Fireball statement needs to be communicative.

Avoid using words that don’t add anything to the existing writing.
In editing statements, try to replace unnecessary words with
additional details, or cut them entirely. Keep in mind the average
person will read only eight words into a paragraph before deciding
whether to continue, meaning both that writers must avoid “fluff”
words and must craft compelling hooks in marketing copy and
product descriptions.

Verbal Identity
FUNCTIONAL
EXAMPLE
The goal of functional tone is to be helpful and informative. To Responding to Functional Comments
achieve this, functional writing should be:
COMMENT: Fireball USA, I would love to try out some of these premium grade
• O RGANIZED: The information should be waxes but all of my vehicles are coated. Will any of these work with coatings or
presented in a logical order and make linear would it be a waste?
sense.
RESPONSE: Yes, these waxes will work on ceramic coating! It won’t be a
• A CCURATE: The information should be cor-
waste of product either, since each wax changes the visual and tactile profile
rect and up-to-date.
of the vehicle in its own unique way! However, applying wax to a coated vehicle
• R ELEVANT: The information should be rele- can bring on new and sometimes unexpected challenges. First off, make sure
vant to the audience’s needs and to the topic the coating has cured for at least two weeks before waxing the car. Second, the
discussed. correct application of different waxes will vary in difficulty when going on top
of a coated car. We recommend you try our Fusion Wax to start out with, as it is
• H ELPFUL: The information should be helpful specifically designed to work hand-in-hand with ceramic coatings. In fact, after
and informative. the Fusion Wax is cured, you can coat the vehicle with Fireball Tourbillon, to seal
in the wax’s look and feel for long lasting results! Check this pair out here:(links)
Functional tone is often used in combination with other types of
tone, such as persuasive tone or conversational tone. For example,
our website uses a functional tone to provide information about
our products, followed by a persuasive tone to encourage sales. Notes: When responding to comments, always attempt to match the length of the response 1. We validated the customer’s desire, acknowledging their ideas and their concerns.
with the estimated interest level of the customer. This comment was a detailed question
When using a functional tone, it is important to keep in mind the with qualifying states, demonstrating the customer’s investment in the question, so a 2. e provided important and detailed information aimed at helping them achieve
W
utility which the writing aims to provide. For example, if you are longer, functional response was appropriate. Our response to this comment had three their goal.
writing a technical manual for a complex product, you will need important facets:
to use a more formal tone than if you are writing a blog post 3. We incorporated a sales pitch in a way that was neither unnatural nor pushy.
about a new product. This practice should not be observed for all responses.

Verbal Identity
EXPRESSIVE
EXAMPLE
The goal of expressive tone is to be creative, friendly, and engaging. Responding to Expressive Comments
To achieve this, functional writing should be:
COMMENT: Always advertising something no one can purchase
• I MPACT: Use strong verbs & adjectives.
RESPONSE: Why not come to one of our training sessions? You’ll benefit from
• S ENSORY: Use vivid imagery, and invoke dif-
all Fireball has to offer - including unlocked Dok Do purchases
ferent sensory inputs when applicable.
• V ARIETY: Use a variety of sentence struc- COMMENT: with all do respect it’s a hobby for over 20 yrs not my source of
tures, & vary your word choice. income. I’m sure I could learn a something’s but the juice probably wouldn’t be
worth the squeeze at this point of my skill sets. I just like polishing, detailing and
• E MOTIONAL: Use evocative words with maintaining my cars. I like the concept of your ceramic wax combinations but
implied ties to the emotion you’re trying to don’t feel the need to spend & for a class room to get my hands on your products.
invoke. Again this is with all do respect.
When writing in an expressive tone, the aim is to create a perceived

connection between Fireball as an entity and the reader. Readers RESPONSE: We have immense respect for enthusiasts! Keep on following
should feel something - usually excitement, but sometimes jeal- your passion. In case you don’t know, we have a range of coatings available for
ousy, gratitude, anticipation, satisfaction, or trust. Writers create hobbyists like yourself, including Nano Coat, Nappa Coat, and Easy Coat. We
this bond by using strong language, vivid imagery, and relatable
emotional structures. hope you’ll give our waxes a try one of these days!
When using humor, strive for subtlety. Be very careful when

using figurative language, such as similes, metaphors, and
personification. Notes: Emotional posts should be met with expressive responses. Responding to hos- Maintaining respectful discourse is imperative. If unable to resolve the issue in one
tile comments should be handled delicately and empathetically. Notice our addressing response, politely request the commenter contact you through the DM’s to resolve the
When writing in an expressive tone, the most important thing to the commenter’s issue, while attempting to change the subject. It is important to meet issue. Delete any public negative follow-up the commentator makes. It is never appropriate
keep in mind is the emotional response you want the reader to customer needs; this commenter’s issue was feeling excluded. Therefore, our responses to respond to comments with derision or condescension. Doing so is grounds to have a
experience. If this point is unclear, you shouldn’t be using this tone. attempted to illustrate two avenues of inclusion for them. writer’s ability to represent the brand removed.

Logo
LOGO
FIREBALL LOGO - 15
FIREBALL MARK - 18
BOX LOGO - 21
CROPPED MARK - 24
WORDMARK - 27
MODULAR SYSTEM - 28
SUMMARY - 30
DON’TS - 31
03
Logo
THE FIREBALL LOGOS ARE THE PRIMARY

VISUAL OF OUR IDENTITY. ALL LOGOS &
MARKS SHOULD NEVER BE ALTERED OR
COMPROMISED.

Logo
FIREBALL LOGO
ATTRIBUTES
The Fireball logo has gone through sub-

tle changes during the early exclusive
years in South Korea. The current lockup
consists of stylized, bold-weight, upper-
case letter forms paired with a circular
mark. It is important the Fireball Mark is
never altered or compromised. All Fireball
associates are required to utilize the logo
correctly.
This section demonstrates how to properly

utilize the Logo.

Logo
FIREBALL LOGO
BREAKDOWN
® = LOGO HEIGHT / 4
GAP = “F” WIDTH
Construction
“FIREBALL” HEIGHT = RING INNER BASE & TIP
The Fireball Logo is comprised of the Fireball Mark & Wordmark.
These marks are separated by the width of the “F” contained in
the circular Mark. The height of the Wordmark lines up to the
base and height of the Mark’s inner ring.
When using the Registered Logo, the ® symbol aligns to the top
of the ring, and the left side aligns with the Wordmark’s endpoint.
Isolation Area
The isolation area should be equal to or larger than the Fireball
Mark’s height. There should be no artwork, graphics or typogra-
phy within the Isolation area. It is important that there is plenty
of clear white space surrounding the logo.
Minimum Size
Physical: The height should never be smaller than 9px
Digital: The height should never be smaller than 16px
ISOLATION AREA = THE MARK’S HEIGHT DIGITAL = 16PX MIN HEIGHT

PHYSICAL = 9PX MIN HEIGHT

Logo
FIREBALL LOGO It is important to properly utilize the logo contingent on the situation. When lowering the
opacity, don’t go above 45%. From left to right: Imagery, Black, Colors & Gradients, White
/ Shades of Gray.
COLOUR SYSTEM
X X
X X
45% OPACITY 15% OPACITY

Logo
FIREBALL MARK
ATTRIBUTES
The Fireball Mark is the embodiment of

Fireball. The Mark contains a stylized “F”
inside it’s circular design that helps set
the tone of added visuals. It is import-
ant the Fireball Mark is never altered or
compromised. All Fireball associates are
required to utilize the logo correctly.

utilize the Mark.

Logo
FIREBALL MARK
BREAKDOWN
2X 2X
1X 1X
RING = A B X 1.08PT = A
Г = B C X 1.08PT = B
• = C
Construction
The Fireball Mark contains three separate shapes, all three 1:1
widths. The Widths are scaled up 1.08pt from each other for opti-
cal symmetry. The Left & Right space of the “F” should be equal; 1X 1X
the top and bottom space should be equal as well.
Isolation Area
2X 2X
The Fireball Mark’s isolation area should be equal to or larger
than 25% of the 1:1 Mark. There should be no artwork, graphics
or typography within the Isolation area. It is important that there
is plenty of clear white space surrounding the Fireball Mark.
Minimum Size
Physical: The Mark should never be smaller than 18pt
Digital: The Mark should never be smaller than 48pt
DIGITAL = 48PX MIN

ISOLATION AREA = 25% OF HEIGHT
PHYSICAL = 18PT MIN

Logo
FIREBALL MARK It is important to properly utilize the Mark contingent on the situation. When lowering the
opacity, don’t go above 45%. From left to right: Imagery, Black, Colors & Gradients, White
/ Shades of Gray.
COLOUR SYSTEM
X X
X X
45% OPACITY 15% OPACITY

Logo
BOX LOGO
ATTRIBUTES
Our Trademarked Box Logo is the unoffi-

cial Fireball seal of authenticity. The Box
Logo reintroduces the Fireball Mark, and
pairs it with a bold Helvetica. It is import-
ant the Fireball Mark is never altered or
required to utilize the logo correctly.

utilize the Box Logo.

Logo
THE BOX LOGO

1X 1X
1X 1X
Construction
The Box Logo is comprised of the Fireball Mark and a secondary 1X 1X
wordmark contained in a box; utilizing the fore mentioned Fireball

Mark Isolation Area as the guide system. The Wordmark width
matches the Mark’s width, and is contained in a cut out box with
1/2 of the initial 25% isolation area being used for the spaces
inside & outside the cut out container. The ™ spacing also uses
1/2 of the initial 25% Iso area.
1/2 X
1/2 X
Isolation Area
The Box Logo isolation area should be equal to or larger than 25%
of the Box Logo’s height. There should be no artwork, graphics or
typography within the Isolation area. It is important that there is
plenty of clear white space surrounding the Box Logo.
Minimum Size
Physical: The height should never be smaller than 36pt
Digital: The Box Logo should not be used digitally
ISOLATION AREA = 25% OF HEIGHT PHYSICAL = 36PT MIN

Logo
COLOUR SYSTEM It is important to properly utilize the Box Logo contingent on the situation. When using the
white box version on White / Grays, the white box should be chrome. From left to right:
Imagery, Black, Colors & Gradients, White / Shades of Gray.
THE WHITE BOX SHOULD BE CHROME ON WHITE
X X
X X X X

Logo
CROPPED MARK
ATTRIBUTES
The Cropped Fireball Mark takes the

Fireball mark into a stylistic approach.
The Cropped Mark should never be used
as the focal Logo, and only serves as a
graphical Element. It is important the
Cropped Mark is never altered or com-
promised. The Mark comes pre-cropped
and should not be cropped in any other
form. All Fireball associates are required
to utilize the logo correctly.

utilize the cropped Mark.

Logo
CROPPED MARK
1:1 CROP
Construction
The Cropped Mark was created by aligning a 1:1 square to the
top right corner of the Fireball Mark. The square scales from the
top right corner to the middle of the leftmost “F” width.
Minimum Size 1/2 THE “F”

WIDTH, SQUARE
The minimum size of the Cropped Mark is heavily dependent on CROP
the scale of where it’s being used. The Cropped Mark should take
approximately 1/3th of the occupied space.

Logo
COLOUR SYSTEM It is important to properly utilize the Cropped Mark contingent on the situation. Lowering
the opacity is only applicable when used on images. When lowering the opacity, don’t
go above 45%. For every other scenario, the Cropped Mark should use a subtle gradient
using the surrounding palette (Fireball colour palettes only). From left to right: Imagery,
Black, Colors & Gradients, White / Shades of Gray.

Logo
WORDMARK
ATTRIBUTES
The Fireball Wordmark, simply put, is the

Fireball Logo without the Mark. The styl-
ized letter forms are meant to be used
separately from the mark in layouts that
require the Mark & Wordmark be sep-
arate; However, it should never stand
alone (lockups, stationary items, etc).
It is important the Fireball Wordmark is
never altered or compromised. All Fire-
ball associates are required to utilize the
Wordmark correctly.

utilize the Wordmark.

Logo
MODULAR SYSTEM
The modular logo system consists of

Fireball Branded identity lockups such
as Installer titles and Fireball Academy.
The modular system is also used for off-
brand partnerships such as detailing busi-
nesses and dealerships. It is important
the modular system is never altered or
required to utilize the modular system
correctly.

utilize the Modular System.

Logo
LOCKUPS
Branded
Fireball Branded Lockups are constructed using Hauser Gothic.
Branded Lockups are Fireball titles that are exclusive to the brand,
and must contain expanded systems within the title. Examples
include the Academy, which has course specific stationery, vid-
eos, and multiple courses. Installer titles apply to a network of
installers, custom packaging, and products.
1/2X
The Branded Title sits under the Wordmark, right or center aligned.
The Wordmark height is half of the Branded Title’s height.
1X
Partnerships
Partnership lockups are used for the collaboration of Fireball
and an established business. When using a horizontal lockup,
the separation bar must be centered between the logos, using
the isolation areas as reference. The height of the separation
bar should match the height of the fireball logo, or 50% of the
Fireball Mark’s height.
Powered by
“The Powered by” Lockup is used on layouts that ultimately live
outside of the fireball Brand, such as Dealership Brochures. The
“powered by” is Roboto medium, centered, created using a text
box that is half the width and height of the Wordmark. The gap
is equal to the “F” width.

Logo
LOGO SUMMARY

Logo
DON’TS
X X X X
Don’t distort the Logo Don’t alter colours Don’t add a stroke Don’t add effects
X X X X
A Production
Don’t change proportions Don’t place logo on patterns or busy graphics Don’t use Logo in a sentence Don’t rearrange
X X X X
Advanced Technology
Don’t use non-Fireball palettes Don’t use on busy photography Don’t crop Logos Don’t add elements or typography

Colour
COLOUR
PRIMARY - 34
EXTENDED - 35
COLOUR THEMES - 36
DON’TS - 40
04
Colour
COLOURS CONVEY EMOTION, EMPHA-

SIZE POINTS, AND PROMOTE PRODUCTS
ACROSS THE FIREBALL BRAND. FIREBALL
COLOUR PALETTES SHOULD NEVER BE
ALTERED OR COMPROMISED.

Colour
PRIMARY
Fireball’s primary color palette is at the forefront of the brand, and should ultimately reflect
Fireball as a Whole. The primary palette consist of three main colours, each colour has a
shade(s) that are used to aid the main color in emphasizing something or using gradients.
BLACK FIREBALL RED NAPPA BLUE

RGB: 0,0,0 PMS: 7427 C PMS: 285 C
CMYK: 40, 40 ,40 ,100 RGB: 156, 27, 48 RGB: 18, 102, 240
HEX #: 000000 CMYK: 25, 100, 81, 22 CMYK: 82, 62, 0, 0
HEX #: 9C1B30 HEX #: 1266F0
GRAPHENE IRON GHOST GRACE WHITE IGNITE RED DARK NAPPA

RGB: 36, 37, 40 RGB: 108, 114, 121 RGB: 186, 191, 199 RGB: 0, 0, 0 RGB: 255, 255, 255 PMS: 185 C RGB: 36, 53, 110
CMYK: 8, 2, 0, 95 CMYK: 8, 2, 0, 65 CMYK: 5, 2, 0, 25 CMYK: 3, 1, 0, 5 CMYK: 0, 0, 0, 0 RGB: 213, 0, 55 CMYK: 100, 91, 28, 15
HEX #: 242528 HEX #: 6C7279 HEX #: BABFC7 HEX #: E7EAEF HEX: FFFFFF CMYK: 10, 100, 82, 2 HEX: 24356E
HEX #: D50037

Colour
EXTENDED PALETTE
Fireball’s extended color palette is used to categorize Fireball’s extensive product line.
The extended palette must only be used when promoting a product or product category,
or adding to color illustrations, and is ultimately aided by the primary colour palette.
TOPPER CLEANER WASH AQUA DRESSING TEDDY

RED PURPLE BLUE MARINE GREEN YELLOW
PMS: 1788 C PMS: 2395 C PMS: 2366 C PMS: 326 C PMS: 361 C PMS: 1365 C
RGB: 232, 41, 21 RGB: 203, 0, 159 RGB: 102, 108, 205 RGB: 0, 178, 173 RGB: 61, 174, 43 RGB: 252, 184, 61
CMYK: 3, 97, 71, 0 CMYK: 23, 96, 0, 0 CMYK: 67, 62, 0, 0 CMYK: 76, 4, 38, 0 CMYK: 76, 4, 100, 0 CMYK: 0, 31, 87, 0
HEX #: E82947 HEX #: CB009F HEX #: 666CCD HEX #: 00B2AD HEX #: 3DAE2B HEX #: FCB83D

Colour
COLOUR THEMES
The Fireball primary & extended colour palettes are used strategically throughout the brand
to promote different Fireball entities. These entity’s posses distinct aesthetics utilizing
the primary & extended palettes that ultimately create themes. All Fireball items must
fall into one of these themes.
FIREBALL ACADEMIA COMMERCE
The Fireball colour theme is the embodiment of the brand, The Academia colour theme is used specifically for any The Commerce colour theme is used specifically to cat-
and all other colour themes are supplemental to the Fire- and all Fireball Academy related entities. egorize our extensive product line.
ball colour theme.

Colour
FIREBALL COLOUR THEME
Black & White shades are used to provide that bold, strong contrast Fireball is built on. Fireball Red & Ignite Red are used to emphasize Fireball’s authoritative characteristics, and Nappa Blue & Dark Nappa Blue are used to emphasize Fireball’s cutting edge technology,
These shades are derived from the chrome labeling of our products. These shades can serve as Fireball’s focal color. The two shades of red can be used separately, or as one and our drive for innovation. The two shades of blue can be used separately or as one
be used on top of each other or to create gradients. Black & Whites are mainly used for luxurious gradient. Reds are to be used as backgrounds, Logo Mark, and brand specific energetic gradient. Blue’s are to be used for informational & educational purposes, key
backgrounds & typography. elements/ items such emphasizing a key word. grid structures, and sets the tone for illustrations. Blues should always sit on whites within
the Fireball Theme.

Colour
ACADEMIA COLOUR THEME
Black, Graphene and Iron colours are used in the Academia theme Black & Nappa Blue are infused into a solid gradient to introduce Nappa Blue & Dark Nappa Blue are introduced into the Academia theme for it’s informa-
to set a strong, serious and professional tone. These shades can the educational aspects of the blues into the professional blacks. tional and grid like structure. Blues should always be on Blacks when using within the
be used on top of each other or to create a background gradient. Academia theme.

Colour
COMMERCE COLOUR THEME
Topper Red is used for Sealant & Wax Cleaner Purple is used for Cleaner related Wash Blue is used for Washing related Aqua Marine is used for Marine related Dressing Green is used for Dressing Teddy Yellow is used for Towel, applica-
related purposes. A gradient can be cre- purposes. A gradient can be created to purposes. A gradient can be created to purposes. A gradient can be created to related purposes. A gradient can be tors, and accessory related purposes. A
ated to add depth by adding 2% to the add depth by adding 2% to the Cyan value add depth by adding 2% to the Cyan value add depth by adding 2% to the Cyan value created to add depth by adding 2% to gradient can be created to add depth by
Cyan value and 18% to the K value. and 18% to the Key value. and 18% to the Key value. and 18% to the K value. the Cyan value and 18% to the Key value. adding 2% to the Cyan value and 18% to
the Key value.
APPLICATORS
SEALANTS
CLEANERS
TOWELS &
DRESSING
& WA XES
WASHING
MARINE

Colour
DON’TS
X X X X
DON’T MISUSE COLOR PALETTES DON’T USE NON-FIREBALL PALETTE COLORS DON’T USE INCORRECT GRADIENTS DON’T USE INCORRECT CONTRAST
Don’t mix color palettes, or use colors within a palette incorrectly. Don’t use non-approved colors under any circumstance. Don’t use non-approved gradients under any circumstance. Don’t use clashing colors that are visually hard to read.

Typography
TYPOGRAPHY
ROBOTO - 43
CONDENSED - 44
MONO - 45
HAUSER GOTHIC - 46
NOTO SANS KR - 47
HOW TO USE - 48
EXPRESSION - 50
DON’TS - 51
05
Typography
TYPOGRAPHY’S PERVASIVENESS MAKES IT

SYNONYMOUS WITH OUR BRAND. TYPOG-
RAPHY SHOULD NEVER BE ALTERED OR
COMPROMISED.

Typography
ROBOTO
Roboto is Fireball’s primary typeface, and

is used for Main Titles, pull-out quotes &
statements, body copy, the H1 on web-
sites etc. The Roboto family has six font
variations; Roboto - Black, Bold, Medium,
Regular, Light, and Thin.
ABCDEF
Roboto Black Roboto Medium Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
• Pull-Out Quotes • Bold body copy
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
• Display Headings • Knock-out type
±!@#$%^&*()_+-=§£™¡¢∞§¶•ªº–≠
Roboto Bold Roboto Regular
1234567890
• Titles • Body Copy
• Tertiary headers
Roboto Light
& Thin
• Small copy

Typography
ROBOTO
CONDENSED
Roboto Condensed serves as Fireball’s

secondary typeface, and is used for Head-
ings, sub-headings and specific display
headlines. The Roboto Condensed family
has three font variations; Roboto Con-
densed - Black, Bold, Regular, and Light.
ABC
Condensed Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr
• Headings
Ss Tt Uu Vv Ww Xx Yy Zz
• *Display Headlines (If a display headline is able to
go from two lines of type to one when switching
±!@#$%^&*()_+-=§£™¡¢∞§¶•ªº–≠
from Roboto Black to Roboto Condensed Bold,
then it is acceptable). 1234567890
Condensed Regular & Light

• Sub-Titles

Typography
ROBOTO MONO
Roboto Mono is used for captions, small

copy, footers, page headers and disclaimer
information. The Roboto Mono family has
five font variations; Roboto mono - Bold,
Medium, Regular, Light, and Thin.
ABCDE
All weights serve the same purpose, and are interchangeable
dependent on scale and type pairings. Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
± ! @ # $ % ^ & * ( ) _ + - = § £ ™ ¡
¢ ∞ § ¶ • ª º – ≠
1 2 3 4 5 6 7 8 9 0

Typography
HAUSER GOTHIC
Hauser Gothic serves as Fireball’s Pre-

mier typeface, and is used for secondary
displays, products, and Fireball entities.
Hauser Gothic was derived from the Fire-
ball Logo; which is a stylized Bank Gothic,
and comes with one font variation.
Aa
A a Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll
Mm Nn O o Pp Qq R r Ss T t Uu V v W w
X x Yy Zz
1234567890

Typography
NOTO SANS KR
Noto Sans KR’s sole purpose is for Korean

Typography. The Noto Sans KR font family
is used to show our roots, and emphasize
specific key words. The Noto Sans KR
family has six font variations; Noto Sans
KR - Black, Bold, Medium, Regular, Light,
유리막코팅제
and Thin.
All weights serve the same purpose, and are interchangeable

ㄱㄴㄷㄹㅁㅂㅅㅇㅈㅊㅋㅌㅍㅎㅏㅑㅓㅕㅗ
ㅛㅜㅠㅡㅣ
dependent on the scale and Type pairings.
ㄲㄸㅃㅉㅆㅢㅚㅐㅟㅔㅒㅖㅘㅝㅙㅞ

Typography
HOW TO USE PAGE HEADERS ARE ROBOTO MONO REGULAR: ALL CAPS PAGE HEADERS ARE ROBOTO MONO MEDIUM: ALL CAPS
SUB TITLE IS ROBOTO CONDENSED REGULAR: ALL CAPS SUB TITLE IS ROBOTO CONDENSED REGULAR: ALL CAPS
TITLE IS ROBOTO BOLD: TITLE IS ROBOTO BOLD:

ALL CAPS ALL CAPS
All Fireball typefaces serve a unique pur- HEADING IS ROBOTO CONDENSED BOLD: HEADING IS ROBOTO CONDENSED BOLD:
pose, and work together to form a cohe- ALL CAPS ALL CAPS
sive system. When used correctly, all
Fireball media is streamlined throughout
SUBHEAD IS ROBOTO CONDENSED BOLD: ALL CAPS SUBHEAD IS ROBOTO CONDENSED BOLD: ALL CAPS
all platforms; However, utilizing typog-
raphy incorrectly causes an imbalance, Tertiary Heading is Roboto Bold Tertiary Heading is Roboto Bold
Body Copy is Roboto Regular - Equatiss untius abor re occus et enis quis eos unt harum Body Copy is Roboto Medium - Equatiss untius abor re occus et enis quis eos unt harum
ultimately compromising the integrity of cusdae moluptatis dis adi dollenemque ma. Dolorumet eum volupta doluptatur sincips cusdae moluptatis dis adi dollenemque ma. Dolorumet eum volupta doluptatur sincips
the Fireball brand. Equatiss untius abor re occus et enis. Quis eos unt harum cusdae moluptatis dis adi Equatiss untius abor re occus et enis. Quis eos unt harum cusdae moluptatis dis adi
dollenemque eum volupta. dollenemque eum volupta.
“PULL-OUT QUOTES ARE ROBOTO “PULL-OUT QUOTES ARE ROBOTO

BLACK: ALL CAPS” BLACK: ALL CAPS”
Large Body Copy is Large Body Copy is

Roboto Medium Roboto Medium
Small copy is Roboto Light Small copy is Roboto Regular
CAPTIONS ARE ROBOTO MONO REGULAR: ALL CAPS CAPTIONS ARE ROBOTO MONO MEDIUM: ALL CAPS
FOOTERS ARE ROBOTO MONO REGULAR: ALL CAPS Korean Footer Additions are Noto Sans KR Medium FOOTERS ARE ROBOTO MONO MEDIUM: ALL CAPS Korean Footer Additions are Noto Sans KR Medium

Typography HOW TO USE
DISPLAYS ARE ROBOTO BLACK:

Display headlines are used to emphasize
a message, or introduce a topic. Four dif-
ferent typefaces are used for Displays, all
ALL CAPS
four serving unique purposes and are not
to be used interchangeably.
• oboto Black is the primary & default font

R
display used.
• oboto Condensed Bold is a secondary dis-

R
play font, used for short titles or action words. SECONDARY DISPLAYS ARE ROBOTO CONDENSED
• auser Gothic is a Tertiary display typeface
H
used specifically for Fireball branded titles BOLD: ALL CAPS
and numeric displays such as steps or section
numbers.
• oto Sans KR Black is a specialty display font,

N
used only to introduce specific South Korean
TERTIARY DISPLAYS & FIREBALL ENTITIES ARE
heritage and Fireball Entities.
HAUSER GOTHIC ALL CAPS
파이어볼 대한민국

Typography
TYPOGRAPHIC
EXPRESSION
Typographic expression is used to express
emotion, or place emphasis on a key mes-
sage. Typographic expression must only
USING GRADIENT SIZE
be used sparingly, strategically, and never
for added flash that doesn’t support its
context’s end goal.
CHANGES
• hen applying gradients to type, the usage
W
must remain purposeful and work towards the
end goal of its context. Gradient color choices
must comply with Fireball’s color themes and
use Fireball’s primary Display (Roboto Black).
• ize changes work well in animations and

S
ACTION WORDS
when highlighting important or emphasized
statements. Size changes must remain pur-
poseful and work towards the end goal of its
ADDING A STROKE
applied context.
• ction Words use Fireball’s secondary display

A
(Roboto Condensed Bold) in its oblique vari-
ation to personify action.
• dding a stroke to type only applies to Hauser

A
대
Gothic, Fireball’s tertiary font; and is used
sparingly to add graphical elements to Fireball
한
entities and not for informational purposes.
• oto sans KR Black is used stylistically on

N
민
국
Fireball entities only, to highlight our South
Korean background. When used vertically,
Hangul type must be applied vertically and
not rotated.

Typography
DON’TS
X X X X
FIREBALL FIREBALL FIREBALL

Don’t distort type Don’t add unnecessary colours Don’t use gradients incorrectly Don’t add a stroke to type
X X X X
FIREBALL FIREBALL FIREBALL FIREBALL is

Don’t Outline Type Don’t add unnecessary effects Don’t place type on patterns or busy graphics Don’t use multiple type pairing in a sentence
(unless specified)
X X X
FIREBALL FIREBALL TODAY WE WILL..
Don’t use on busy photo / video Don’t crop type Don’t use type expression incorrectly

Graphics
GRAPHIC ELEMENTS
ATTRIBUTES - 53
FINE LINES - 54
DON’TS - 55
06
Graphics
ATTRIBUTES
Graphic elements are used throughout

Fireball to add hierarchy, separate infor-
mation, guide the viewer, add aesthetics,
etc. Graphics behave differently based on
context and have unique characteristics
based on previously established themes.
Graphics must always be used correctly
and never altered.

Graphics
FINE LINES
• STROKE 1PT
• BEVEL .125PT
• CURVES .015PT
• LINE STROKE .5PT
• CIRCLES 9PT (450%)
• RIPPLE 22.5PT
The Basic Line THE CIRCLE,

FILLED CIRCLE
Used to separate or highlight information. & RIPPLE
.25 PT 1 PT
0.5 PT 3 PT
The THE BEVELED LINES MUST BE CURVED AND EDGES MUST INCLUDING THE CIRCLE & RIPPLE, MUST BE THE SAME
Used to separate or high- NOT BE CONNECTED MORE THAN 2X. LINE WIDTHS MUST COLOR & WIDTH. ONLY THE FILLED IN CIRCLE CAN BE
Beveled Line light Key information NOT EXCEED 2PX (.25, .5, 1, 2 PX). ALL LINES, A BRIGHTER COLOR; NOT ALWAYS REQUIRED.
The Bar Line
Used to connect or group information.
.5PT STROKE
SAME WIDTH AS BAR = 125%
The Academic Grid

BASIC LINE CIRCLE = 180%
Used for Fireball Academy purposes only.
The Dotted Line

THE ACADEMIC GRID IS A STANDARD SQUARE GRID USED ONLY
Used to separate or connect illustrations. FOR FIREBALL ACADEMY PURPOSES. THE GRID SHOULD NEVER BE
STRETCHED, WARPED, OR GO ABOVE A 2PT STROKE(.25, .5, 1,
2PT). THE ACADEMIC GRID SHOULD ALWAYS SIT ON BLACK, AND
BE “GRAPHENE” OR “IRON” OFF THE FIREBALL COLOR PALETTE.
2PT 5PT
3PT 9PT

Graphics
DON’TS
X X X X
FIREBALL
Don’t use lines incorrectly Don’t add unnecessary colours Don’t go above or below recommended strokes Don’t add effects
X X X X
Don’t add too much curve Don’t use sharp corners Don’t add corners Don’t mix strokes
X X
Don’t use non-approved shapes or patterns Don’t use on busy photography

Iconography
ICONOGRAPHY
ATTRIBUTES - 57
CONSTRUCTION - 58
DON’TS - 59
07
Iconography
ATTRIBUTES
Iconography is used throughout Fireball

to highlight key information, or round up
information into a nice overview(s). All
Fireball Iconography is custom made to
fit the fireball brand, and work seamlessly
throughout the brand. If in need of a spe-
cific Icon, the icon should be built to the
same specs of all other icons and using
generic Icons is not Permitted. Icons are
used for different scenarios, and therefore
fall into multiple categories that should
always be used correctly.

Iconography
CONSTRUCTION
FIREBALL ICONOGRAPHY IS CREATED ON A 360PX X 360PX (5 X

5 IN) ARTBOARD. THE BASE STROKE FOR ALL ICONOGRAPHY IS
10PT. IF THE REFERENCE CONTAINS SIGNIFICANT DETAILS, A
Informational 5PT & 15PT STROKE CAN BE USED; ONLY IF NECESSARY.
FIREBALL ICONOGRAPHY SHOULD BE VISUALLY ROUND, WITH

Iconography under this category should inform the audience
CORNERS HAVING A ROUND ENDPOINT; UNLESS A SHARP POINT
about specific information.
IS REQUIRED.
15PT
Product 10PT
Iconography under this category should only be used for product

descriptions / categories. 5PT
400PX MAX ON 18PX MIN ON PRINT

DIGITAL 160PX MIN ON DIGITAL EXAMPLE OF ICONOGRAPHY CORRECTLY UTI-
LIZING MULTIPLE STROKE WIDTHS.
Highlight
Iconography under this category should highlight more broad
information or group information into overviews.
ALL FIREBALL ICONS ARE CREATED TO WORK SEAMLESSLY WITH

EACH OTHER, EVEN IF NOT IN THE SAME SYSTEM OR CATEGORY.

Iconography
DON’TS
X X X
EXCELLENT CAR
SAHMPOO
DON’T USE GENERIC, NON-FIREBALL ICONOGRAPHY DON’T ADD COLOR OR EFFECTS DON’T USE INCORRECTLY OR WITHOUT REASON

Photography
PHOTOGRAPHY
CHARACTERISTICS - 62
COLOUR - 63
LIGHT - 64
COMPOSITION - 65
SETTINGS - 66
TYPES - 67
DON’TS - 68
08
Photography
FIREBALL’S USE OF PHOTOGRAPHY IS

PURPOSEFUL, ILLUSTRATIVE, & EXCIT-
ING. THE INTENTIONALITY BEHIND EACH
PHOTO IS APPARENT.

Photography
PHOTOGRAPHY
CHARACTERISTICS
Overview
As a company that primarily produces cosmetic products, Fireball
relies heavily on its photography. Our photos are methods of
communication, and expressions of our passion for beauty and
quality in our work. In order to effectively complement the rest
of the Fireball media system, photography must strictly adhere
to our branding guidelines.
Principles
Each of our photographs are structured and composed with a
focus on aesthetic communication. We understand that a techni-
cally correct photograph of nothing, and a poorly taken photograph
of an interesting subject, are a waste of both the photographer’s
and the viewer’s time. Therefore, we focus on creating technically
advanced photographs of interesting subjects in engaging ways.
Every photograph from Fireball should be either a platform for its
subject, a self-contained narrative, or an entry into a series that
communicates a clear, linear narrative track.
Editorial Ethos
Edits should follow the guidelines of Fireball’s visual identity. Fire-
ball prioritizes deep black shades and sharp lighting contrast in
most situations. Colors should be adjusted to fit the color guide.
Texture and sharpness should be carefully honed.

Photography
COLOUR
The color scheme of photographs should match the visual iden- color balances. Colors should never be manipulated to the point
tity of Fireball. This means that photographers must pay close of appearing unnatural. Color settings should be saved to create
attention to the vibrancy and color interactions within their com- consistency when desired.
position. Reds and blues should be given priority over greens
and yellows. Cool color balances should be favored over warm

Photography
LIGHT
The lighting for photographs should be tailored to the individual as an exposure guide. One should never overexpose purposefully.
composition needs, except in the case of product photography, Especially when it comes to lighting, one should not approach
which follows a consistent, predetermined lighting arrangement. photos with a “fix-it-in-post” mentality.
Fireball prioritizes clean shots, with in-camera grain being an
extremely rare stylistic choice. The light meter should be used

Photography
COMPOSITION
The composition style of a photograph may vary depending aware of the Seven Principles of Art and Design, and how these
on the type of photograph. Whenever possible or appropriate, principles relate to your current work. Favor setups that evoke
complex composition styles should be used to create depth and feelings in the viewer which align with the desired response to
keep viewers engaged. The Golden Spiral and Golden Ratio are the photo. The following factors should be kept in mind when
examples of complex composition styles. It is important to be planning photograph compositions.
SUBJECT LOCATION
Be aware of the conceptual portrayal of your subject in your photograph. Design your Carefully select the location for your composition. Whenever possible, select clean, well-
composition around the desired interaction between the viewers of your final photo & your lit sights with clear compositional benefits. Pay attention as to the genre and tone of the
subject. Keep in mind our brand characteristics and strategy when designing this interaction. selected location, and make sure your subject is a natural match for both.

Photography
SETTINGS
35mm 50mm
FOCAL LENGTH
Find a focal length suited for your subject and the other elements
of your composition. Every focal length objectively distorts photos.
Find the focal length distortion which will be the least intrusive /
most flattering to your subject. Camera settings vary by circum-
stance. Generally, photographers should align their settings with
the concepts below.
• Shutter Speed based on motion.
• owest ISO possible while maintaining accu-

L
rate exposure.
• F-stop should suit creative vision.
• Focal length should suit the photograph style.
• hite balance should be as close to accurate

W 128mm 200mm
as possible.
• Always shoot in RAW formats.

Photography
PHOTOGRAPHY
TYPES
LIFESTYLE PHOTOS ENVIRONMENTAL PHOTOS PORTRAITURE PRODUCT PHOTOS
Lifestyle & Event photos aim to capture day-to-day uses of our Environmental photos aim to capture diegetic scenes where our Portrait photos place emphasis on an individual, often but not Product photos should be uniform, and contain very little except
products and the professionals we associate with. The distin- products exist as part of a larger, naturally composed environment. always at the expense of other components of composition. for the subject. Product photos follow standardized settings
guishing characteristic of lifestyle photos is showing how people Whether or not these scenes are actually diegetic is irrelevant, as Recommended settings: Focal length 50 - 85mm, F-stop 1.8 - 2.8 including a predetermined lighting setup. Refer to the external
interact with our products. Camera settings are heavily dependent long as the aesthetic supports that conclusion. Camera settings (if lower than 1.8, pay close attention to ensure the whole head product photography document.
on the environment, but shutter speed should above 1/250. are heavily dependent on the environment. is in focus).

Photography
DON’TS
X X X X
DON’T CREATE CONFLICTS WITH OUR BRAND. D ON’T TAKE PHOTOS OR USE GEAR INCORRECTLY. DON’T BEGIN SHOOTING WITHOUT A PLAN. ON’T APPROACH PHOTOS WITH A “FIX-IT-IN-
D
POST” MENTALITY.
Ensure the environment, tone, and subject of the photo follow the Observe composition and lighting guidelines. Don’t use incorrect Don’t create photos without considering the purpose they will
brand guide. Keep edits in-line with the brand guide at all times. or unnecessary camera gear. Don’t shoot jpeg or use photos serve. Observe brand photographic principals. Don’t shoot from the hip. Don’t ignore problems you could solve
straight out of camera. in pre-production.

Videography
VIDEOGRAPHY
CHARACTERISTICS - 71
COLOUR - 72
CASTING - 73
LOCATION - 74
LIGHT - 75
COMPOSITION - 76
POST - 77
TYPES - 78
09
VERTICAL VIDEO - 82
DON’TS - 83

Videography
FIREBALL VIDEOS SHOULD BE ENGAGING

AND INFORMATIVE, PRIORITIZING SUB-
STANCE OVER STYLE.

Videography
VIDEOGRAPHY
Fireball recognizes the great potential of our video department and intends to grow our
video content into a central feature of our marketing. At present, Fireball’s video department
is largely supported by other media types that drive engagement to our video content. This
CHARACTERISTICS paradigm only increases the importance of the video’s cohesion with the rest of the brand.
Principles
Many of our competitors release videos full of fast cars with little
to say about the product they are advertising. Fireball strives to
be a counterpoint to this. Fireball videos should never be just a
collection of footage. To engage viewers, we need a narrative
thread. Every video should include actual information about our
company or our products. By the midpoint of each video, the
viewer should know something about Fireball that they did not
know before. This applies to all videos, regardless of tone or genre.
Tone
The tone of a video can vary depending on the type of video,
but it typically aims to be informative, friendly, and informal but
professional. This means that the video should be easy to under-
stand and engaging, while still maintaining a level of respect for
the viewer. The tone should also be consistent with the overall
message of the video.

Videography
COLOUR
All footage included in a video must be color corrected and color However, the colors should never be manipulated to the point of
graded to match the visual identity of Fireball. This means that the appearing unnatural. The goal is to create a video that is visu-
footage should have deep contrast, with bright (not washed-out) ally appealing and consistent with the brand of Fireball. Color
highlights, level mid-tones, and dark shadows. The colors should corrections should be unique to each video clip. Be sure to save
also be emphasized, with reds and blues being more vibrant than your color grading settings so that you can use them again for
greens and yellows. future videos.

Videography
CASTING
As Fireball caters to the entire United States and select foreign The casting process should be fair and equitable, and should not
markets, casting aesthetics vary by project. All candidates should discriminate on the basis of race, religion, gender, sexual orien-
demonstrate a basic level of cleanliness and attention to hygiene. tation, age, disability, or national origin. Keep in mind our need to
Any actor with a speaking role should demonstrate proper annun- reflect the diversity of the US population, not only our local area.
ciation and pronunciation of the working script ahead of filming.
Our employees should always be respectful of the actors’ time,

privacy, safety, and health. A casting decision should never be
made with the intention to manipulate or exploit the actor or con-
sumer. The casting process should be transparent, and the actors
should be informed of all the details of the project, including the
pay, the schedule, and the requirements.

Videography
LOCATION
The selection of filming locations varies by project. In general, locations should be clean,
well-lit, and visually unobtrusive, allowing the focus of the film to remain on the subjects.
Locations should complement the film’s general aesthetic and, whenever possible, align
with the film’s visual identity.

Videography
LIGHT
Lighting should be clear and illuminating, but not harsh. Proper exposure, as indicated
by the light meter, should be observed. In certain situations, videos should incorporate
diegetic lighting. For example, during paint corrections, installers use lighting setups
specific to their industry, which are important to include. Supplemental lights may be
used as well, if necessary.

Videography
COMPOSITION
Follow popular composition guides (rule of thirds, golden ratio, Ensure subjects are fully in frame. If subjects are partially out
golden spiral, etc.). Keep in mind our brand identity when plan- of frame, position the edge of the frame on a natural joint of the
ning shot composition. Favor setups that evoke feelings in the subject’s body. On close-up framing, everything from the top of
viewer which align with that identity. Composition style may vary the head to the mid neck should be visible.
by video tone.
Whenever possible, arrange composition to create artificial depth,

showing scale changes. Utilize leading lines only if there is motion
inside the lines, not if the motion is outside the line. Whenever
possible, one composition should lead into the next, so the viewer’s
attention stays on the appropriate sections of the screen. Ensure
throughout the film fov changes are gradual and distortion is kept
to a minimum, so that the visual identity feels uniform.

Videography
POST-PRODUCTION
EDITING FOR VERTICAL FORMATS WHITE BALANCE AUDIO EDITING

Fireball’s primary vertical video formats are Instagram, YouTube, and TikTok. Whenever Fireball videos should never use white balance stylistically. White Balance always needs to Audio elements such as dialogue and music should be balanced to avoid overpowering or
possible, shoot vertical for vertical projects. In the event a horizontal video must be used, follow strict criteria, with the blacks set to the darkest blacks in the scene and the whites distracting the listener. To ensure clarity, prioritize dialogue. Avoid overlapping dialogue or
be sure to preserve vertical continuity for all platforms except for TikTok. Always be sure set to the brightest white in the scene. Considerations for temperature can be made, but competing sounds. Use volume adjustments, EQ, and noise reduction to enhance clarity.
to center the vertical crop on the movement in a scene. should strive towards neutrality and never be distorted in a way that feels unnatural. Color Complementary music should be chosen to enhance the mood and atmosphere of the
should be corrected to a realistic, holistic baseline, anchored in correct white balance. scene. Fade-ins and fade-outs can be used to transition between dialogue and music, and
cross-fades can be used to blend audio elements together.
When editing audio, it is important to consider pacing and rhythm.

Dialogue and music should be synced to visuals to create a cohe-
sive experience. The pacing of the audio should be appropriate for
the content, and the rhythm should be consistent. The dialogue
should be clear and easy to understand, and the music should be
appropriate for the scene. The audio should be edited in a way
that creates a seamless and enjoyable experience for the listener.
For a balanced listening experience, it is recommended that dia-

logue, music, and sound effects be mixed at a level of -12 to -6
dBFS, and that the master output should peak around -6 to -3 dBFS.

Videography
VIDEO TYPES
SHOWCASE LIFESTYLE ACADEMY
Videos that demonstrate our products’ value and aesthetic. Any video where customers interact with the company, Videos that fall under Fireball Academy’s structure.
including car shows and extraneous events.
Showcase videos should be bright and well-lit, with lightly diffused light and significant Academy films are designed to capture the value of Fireball Academy to our installers..
white space, to complement our product photography. Audio should focus on dialogue. Lighting should be a combination of diegetic and staged, with a greater emphasis on
These videos are centered on how-to style features, showing installers or actors using Lifestyle videos are a type of automotive commercial that uses cinematic, staged shots staged lighting. The lighting should be bright enough to illuminate the space without
the products. In these cases, do not use diegetic lighting. Instead, use clear and concise and voiceover to create a sense of lifestyle and luxury. The lighting and color situations blowing out highlights or losing detail. Red and blue should be emphasized in the color
narration and an on-camera spokesperson. Product videos should also incorporate detailed vary depending on the creative vision of the director, but they often feature bright, vibrant scheme. The film should follow a storyline structure. Emphasize the learning process and
shots and close-ups. The general structure of the video should be as follows: first, show colors and dramatic lighting. The goal of a lifestyle video is to make the viewer feel like / or the monetary value of the training.
the issue that the product resolves; then, show the product; and finally, explain how the they are living the high life, and to associate that feeling with the product being advertised.
product resolves the issue. • FOV: 28 - 75 mm
• FOV: 35 - 80 mm
• FOV: 50 - 120 mm • SS/SA: variable fps, 180°
• SS/SA: 24fps, 180°
• SS/SA: variable fps, 180°

Videography
SHOWCASE
YouTube.com/fireballusa
INTRO • Logo should be 1200px wide (if necessary). OUTRO

• utro Text should be Roboto Bold 120px
O
Showcase videos employ “cold-open” techniques to set the tone • ext should be Robto Bold or Hauser Gothic:
T A final sequence that captures the essence of the video is followed
of the video within the first 1 to 3 minutes of the video. Depending with a link to the YouTube channel or other page if applicable. If (outro Link 40px kerning) (if necessary).
on the style of video, a title introduction may not be necessary all caps, 240 - 280px dependent on message more information is necessary, place it before the link. Video ends
(Ad = not likely necessary, Info video = likely necessary). (if necessary) (190px margins). with a short centered Fireball Mark animation (6 - 30 seconds). • The Fireball Mark should be 280px (1:1).
DISPLAY • isplay type should be Roboto Black: All caps

D
280pt, 120pt for smaller headings.
Display type is used for product introductions, pull-out quotes or
statements about features. Sub-headings should be placed on top LOWER THIRDS
if used. The display type alignment is dependent on background • ub-title should be Roboto condensed: All
S
visuals. Display type is not always necessary dependent on video. caps, 90px (60px w/ smaller headings). Lower thirds should not be used in Showcase videos.

Videography
LIFESTYLE
OUTRO
INTRO • Logo should be 1200px wide centered. • utro Text should be Roboto Bold 120px
O
A final sequence that captures the essence of the video is followed
Lifestyle videos employ “cold-open” techniques to set the tone of with a link to the YouTube channel or other page if applicable. If (outro Link 40px kerning) (if necessary).
the video within the first 1 to 3 minutes of the video. This should • ext should be Roboto Condensed Bold: All
T more information is necessary, place it before the link. Video ends
be followed by a title, or a centered logo (dependent on video). caps, 410pt, justify all lines. with a short Fireball Mark animation (30-60 seconds). • The Fireball Mark should be 280px (1:1).
• ame or Business should be Roboto Bold:

N
DISPLAY • isplay Text should be Roboto Condensed: All
D LOWER THIRDS All caps, 160px
caps, 340pt left, right, or full justified.
Display Headlines are used for character introductions, pull-out Lower thirds are used to introduce a person or business. When • usiness and / or Location should be Roboto
B
quotes or statements. Sub-headings are not required, but should introducing someone, their business and location are separated
be placed on top if used. Displays can be left, right, or center • maller displays should be Roboto condensed:
S by a bar. If displaying a business, the bar simply sits on the left Condesnsed Bold & Regular: All caps, 60px.
aligned depending on the background visuals. All caps, 180pt left, right or full justified. side, with the location staying underneath. Seperated by a 48px wide seperation bar.

Videography
ACADEMY
INTRO OUTRO
• utro Text should be Roboto Bold 120px
O
The introduction should start on a sequence that sets the tone A final sequence that captures the essence of the video is followed
of the following video. This should be within 1-5 minutes. This with a link to the YouTube channel or other page if applicable. If (outro Link 40px kerning) (if necessary).
should be followed by the title animation. The title animation more information is necessary, place before the link. Video ends
should be within 30-90 Seconds. • Logo should be 1200px wide centered with a short Fireball Mark animation (30-60 seconds). • The Fireball Mark should be 280px (1:1).
• ame or Business should be Roboto Bold:

N
DISPLAY • isplay type should be Roboto Black: All caps
D LOWER THIRDS All caps, 160px
280pt, 120pt for smaller headings.
Display Headlines are used for Installer introductions, pull-out Lower thirds are used to introduce a person or business. When • usiness and / or Location should be Roboto
B
quotes or statements. Sub-headings are not required, but should introducing someone, their business and location are separated
be placed on top if used. Displays can be left, right, or center • ub-title should be Roboto condensed: All
S by a bar. If displaying a business, the bar simply sits on the left Condesnsed Bold & Regular: All caps, 60px.
aligned depending on the background visuals. caps, 90px (60px w/ smaller headings). side, with the location staying underneath . Seperated by a 48px wide seperation bar.

Videography
VERTICAL VIDEO
INTRO OUTRO
The introduction should start with a The short video should end on a nice
sequence that sets the tone of the follow- ending shot, if necessary a link can be
ing video. The logo should appear within placed within centered in between the
2-5 seconds of the video introduction. center and lower thirds of the video. If a
The logo should be centered. creating a product video, end video with
the Fireball Mark, centered.
• ogo Size: 680px wide.
L
(+/- 20px dependent on • ype Size: 64pt Roboto
T
logo height). Bold, all caps.
• Edge Space: 90px
• Fireball Mark: 180px
DISPLAY CAPTIONS
Display text should sit between the mid- Captions should be centered, within
dle and lower third of the video. If using a the middle & lower thirds of the video.
pull-out quote, type should be left aligned. A person or business title, should be left
If emphasizing a statement, center above aligned & centered on the top third of the
captions. video. Avoid widows & rivers at all times.
• isplay Size: 120pt

D • aption Size: 64pt Roboto
C
Roboto Black all caps Bold (80pt Leading)
(140pt Leading or 20pt
on premiere). • itle Size: 64pt Roboto
T
Bold Title (80pt Leading)
• pace in between: 180pt
S
Space after. • itle Sub-head: 42pt
T
Roboto Condensed, all
• Edge Space: 90px caps (18pt space after).

Videography
DON’TS
DON’T BEGIN FILMING WITHOUT A PLAN. DON’T FILM INCORRECTLY. DON’T USE RAW FOOTAGE OR RAW AUDIO. ON’T RELEASE VIDEOS WITHOUT INPUT FROM
D
MARKETING.
All filming projects should be storyboarded and approved from Don’t tilt or roll. Don’t purposefully under or over expose. Follow Always edit footage and audio before releasing. Never push raw
start to finish before ever touching the camera equipment the brand guide. audio or raw footage to a public platform. For videos to succeed with our customers, marketing needs time
to prepare and promote your work.

T: +1 (816) 261 6500
E: [email protected]
WWW.FIREBALL-USA.SHOP
FIREBALL ACADEMY HEADQUARTERS FIREBALL CORPORATION

2006 E SPRUCE CIRCLE, OLATHE KS. 66062. YANGSAN-SI, GYEONGSANGNAM-DO. 50540. S. KOREA.

FIREBALL Brand Guidelines

Uploaded by

Copyright:

Available Formats

FIREBALL Brand Guidelines

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

FIREBALL Brand Guidelines

Uploaded by

Copyright:

Available Formats

FIREBALL

I BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Colour Themes 36 Casting 73

Voice & tone 10 TYPOGRAPHY 41 Construction 58 Composition 76

Don’ts 31 GRAPHIC ELEMENTS 52 Don’ts 68

II BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

III BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

THE FIREBALL BRAND - 03

MAKE EXCEPTIONAL DETAILING PROD-

02 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Fireball is a premium vehicle protection

Supervision at every step of the manu-

03 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

OUR RELENTLESS PURSUIT OF PROGRESS AS A FORWARD-THINKING COMPANY, OUR

04 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

05 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

THE PROBLEM OUR SOLUTION

The aftermarket automotive scene is a

06 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

VOICE & TONE - 10

WE ARE BUILT ON TRUST & RESPECT. WE

08 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Fireball’s brand personality prioritizes

09 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

VOICE & TONE

A challenge of writing in Fireball’s voice is balancing the complex

Every word in a Fireball statement needs to be communicative.

10 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

11 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

When writing in an expressive tone, the aim is to create a perceived

When using humor, strive for subtlety. Be very careful when

12 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

THE FIREBALL LOGOS ARE THE PRIMARY

14 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

The Fireball logo has gone through sub-

This section demonstrates how to properly

15 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Digital: The height should never be smaller than 16px

ISOLATION AREA = THE MARK’S HEIGHT DIGITAL = 16PX MIN HEIGHT

16 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

45% OPACITY 15% OPACITY

17 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

The Fireball Mark is the embodiment of

This section demonstrates how to properly

18 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Digital: The Mark should never be smaller than 48pt

DIGITAL = 48PX MIN

19 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

45% OPACITY 15% OPACITY

20 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

Our Trademarked Box Logo is the unoffi-

This section demonstrates how to properly

21 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

THE BOX LOGO

wordmark contained in a box; utilizing the fore mentioned Fireball

Digital: The Box Logo should not be used digitally

ISOLATION AREA = 25% OF HEIGHT PHYSICAL = 36PT MIN

22 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

THE WHITE BOX SHOULD BE CHROME ON WHITE

23 BRAND GUIDELINES FIREBALL® 파이어볼 • 진보된 기술

• oboto Black is the primary & default font

• oboto Condensed Bold is a secondary dis-

• oto Sans KR Black is a specialty display font,

• ize changes work well in animations and

• ction Words use Fireball’s secondary display

• dding a stroke to type only applies to Hauser

• oto sans KR Black is used stylistically on