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S T Y L E G U I D E2 0 0 5
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I . Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
I I . The Brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
a. Core Values
II I . The Name . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3a. Product Names
IV. Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4-10
a . Main Corporate/Packaging
b. Advert is ing Branding Logo and Tagline
c. Soft Goods/Apparel Logo
d. Merchandis ing/Fixture Logo
e. The Chevron Device
Chevron Device with Cal laway Golf Logo
f . Special Logos
Castable Logo
Tour Headwear Logo
Sub-brand Logos (e.g. apparel logo type)
g. Logo Usage Rules
h. Logo Hierarchy
i . Improper Logo Reproduction
V. Color Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
a . Primary Colors
b. Secondary Colors
VI. Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12-13
a . Advert is ing Example
b. Point-of-Sale Example
c. Web Site Example
d. Sub-brand Example
VII . Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 a.Soft Goods Photography
VII I .Pro fessional Staff Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
IX. Copyrighted Works . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
X. Tradem ark Usage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17-18
XI. Legal Lines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
XII. Media Usage Examples . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20-21
a . Marketing Commu nications
Pr int , POS, Collateral and TV Examples
b. Letterhead, F orms, Publicat ions
Letterhead Example
c. Merchandis ing
Merchandising Example
d. Signage
Signage Example
e. Web
Web Page Sample
f . Soft Goods/Accessories/Apparel
Golf Bag Example
Golf Cap Example
Footwear Example
Shopping Bag Examples
XIII . Cal laway Golf Terms and Styles . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22-27
TABLE OF CONTENTS
7.29.05 /Rev.32005 Callaway Golf Company.
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INTRODUCTION
Callaway Golf Is One of th e Most Recognized and Valued
Brands in the World.
I t is each of our responsibi l i t ies to commu nicate the brand in a manner that is
consistent, professional and in accord with i ts strategic direct ion.
Doing so strengthens Cal laway Golf s recognit ion, faci l i tates internal processes and
inspires confidence in the marketplace.
Using This GuideThis Style Guide is meant to b e just thata guide to creating a framework for
consistency across a var iety of projects we undertake. It does not contain al l legal
information pertaining to such thing s as comparative advert is ing, puffery, professional
tour player usage, tournament results , technical features, sales and pricing, international
rules and regulat ions, product terminology or USGA issues.
Cal laway Golf trademarks and logos may not be used without the expressed written
permission of Cal laway Golf Company. This document is not meant to imply such
written permission.
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Ely Cal laway Created This Compa ny with a Desire, a Dreamand an Att i tude That Revolut ionized the Game and Businessof Gol f .
He demanded products that looked better and products that played better. Today, that
mandate continues to resonate in our brand statement:
Through an unwavering commitment to innovation, Cal laway Golf creates products and
services designed to make ev ery golfer a better golfer.
Addit ional ly, we str ive to guide our organizat ion with four Core Values that permeate
our culture, business act ivit ies, products and commun ications:
BoldUnless our efforts get noticed, they re a waste of t ime. We are never out of l ine,
but we are never shy about showcasing our hard work.
Innovative We are synonymous with innovative breakthroughs. It is ou r razor-sharp
thinking that creates the cutt ing edge.
Passionate Golf is emotion. No one is m ore excited about or dedicated to the
recreation and the business of this great game.
LeadersLeaders inspire confidence. Leaders are approachable. Simply put, leaders
lead. We do not run with th e pack. Instead, we wi l l a lways b e the one others fol low.
THE BRAND
Bold
Innovative
Passionate
Leaders
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We are Cal laway Golf , not Cal laway. There are other Cal laways in the business world ,
such as Cal laway Vineyards, Cal laway Gardens and Cal laway Edit ions.
Always refer to us as Cal laway Golf .
Approved:
Callaway Golf balls
Callaway Golf clubs
Improper: Callaway golf balls
Callaway golf clubs
Callaway balls
Callaway clubs
THE NAME
3
Product Names
Always capital ize the type of product whe n used with the products proper name.
Approved:
Great Big Bertha Driver
Improper:
Great Big Bertha driver
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The Cal laway Golf logo is the s ingle, most important piece of brand communication to
our audiences. Different applicat ions dictate dif ferent logo need s. Use the fol lowing to
determine which logo is appropriate for your use.
Main Corporate/Packaging
APPROVED USAGE:use for corporate branding including all printed corporate materials
such as corporate stationery, store signs, store bags, wall signage, packaging and Web site.
Addit ional ly, i t may be used for merchandis ing, including headers fo r product f ixtures,
and three-dimensional s ignage. The logo can be placed within a medal l ion for merchan-
dis ing purposes (see Merchandis ing Logo).
It may also be used for accessories (bags, towels, headcovers, etc.) and hard goods
branding where possible (medal l ions, etc. Also see Castable Logo.) .
THE LOGO
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THE LOGO (continued)
Advertising Bra nding Logo and Tagline
APPROVED USAGE:al l consumer communication materia ls including advert is ing,
televis ion commercials , col lateral and printed point-of -sale materia ls .
Logo in Advert is ing
Example:
Logo in Point-of-Sale
Example:
Always maintain the required protected
space around the Callaway Golf logo fromany other logos, copy or design elements.
The protected area (shown in blue) is theminimum clear space around the
Callaway Golf logo.
The Advertising Branding Logo and Taglinemust be kept in proportion to the example
shown here.
1/2 X
1/2 X
1/2 X
1/2 X
X=
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THE LOGO (continued)
Soft Goods/Apparel Logo
APPROVED USAGE:when possible, use the main corporate logo. I f necessary, the above
logos can be used on hats, gloves, towels, apparel , bags and fo otwear.
CAPSWITH CALLAWAYGOLF CORPORATE LOGO
CAPSWITH CALLAWAYGOLF LOGOAND CHEVRON
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THE LOGO (continued)
Merchandising/Fixture Logo
APPROVED USAGE: when possible, use the main corporate logo. However, this logo
can be used on al l f ixtures and poin t-of-purchase displays. The logo must a lways be
posit ioned on the top of the f ixture for maximum vis ibi l i ty.
The Chevron Device
The Chevron Device was created by Callaway Golfs Vice Chairman, Richard Helmstetter,
to dist inguish Cal laway Golf products from others. This mark was f i rst used on the crown
of Cal laway Golf woods in 1987. It was subsequently trademarked in 1991 and has been
uti l ized on Cal laway Golf equipment and merchandise s ince that t ime.
APPROVED USAGE:Accent design elements or marking on soft goods, apparel and soft goods fixtures.
(With appropriate Callaway Golf approvals.)
Device on hard goods.
In conjunction with the Callaway Golf corporate logo on soft goods (see examples on page 6).
The Chevron should only be reproduced in 100% black or reversed to white.
When the Chevron is used with the Callaway Golf corporate logo, both should be the same color
(100% black or white) and kept to the proportions on the following page.
The Chevron can be used by itself on soft goods and equipment; however, the Callaway Golf logoshould be clearly visible on the same piece. (See the golf bag example that follows.)
IMPROPER USAGE:The Chevron Device should not be used by itself to stand for the Callaway Golf brand. If the
Chevron does appear by itself, the Callaway Golf logo should be clearly visible on the same
piece. (See the golf bag example that follows.)
On printed communication materials (ads, brochures, etc.), the corporate logo with advertising tagline
takes precedence over the corporate logo with Chevron Device.
Do not use the tagline below the Chevron.
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Chevron Device with Cal laway Golf Logo
THE LOGO (continued)
1/2 X
1/2 X
1/2 X
1/2 X
Always maintain the required protected spacearound the Callaway Golf logo from any otherlogos, copy or design elements.
The protected area (shown in blue) is theminimum of clear space that should be allowed.
MAINTAIN PROPORTIONS SHOWN HERE.The Callaway Golf logo and Chevron must be keptin proportion to the example shown here. Theheight of the Chevron should not exceed 2/3(66%) of the height of the Callaway Golf logo.
All Callaway Golf logo and Chevron usage must beapproved by Callaway Golf.
2/3 X
=X
= 2/3 XDo not exceed.
ChevronDevice ongolf club
CallawayGolf logo
ChevronDevice
Appropriate use of Chevron Device and Callaway Golf logo when used separately on golf bag and putter.
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Special Logos
Castable Logo
The word GOLF is larger than it is in the corporate lo go and has s l ightly rounded corners in
order to be castable on Cal laway Golf c lubs.
APPROVED USAGE: sole plates, gr ips.
Tour Headwea r Logo
The word GOLF is larger than it is in the corporate lo go for vis ibi l i ty in televised events.
APPROVED USAGE: caps for Cal laway Golf Staff Professionals.
Sub-brand Logos
Other Cal laway Golf sub-brands such as Apparel should be treated as above. It ut i l izes the
main corporate logo, with the sub-brand between two l ines below. When possible, avoid
creating entirely new logos for Cal laway Golf sub -brands. Use this template instead.
THE LOGO (continued)
Avenir, 65medium 10/10,+700track, 100%k
sol id l ine, 100%k
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THE LOGO (continued)
Logo Usage RulesDo not modify the logo(s) .
Do not reproduce the logos in any colo r other than 100% black or white.The logo may be engraved, embossed, debossed, etc.
I f a f i l l color is required, i t should only be 100% black or white.
Logo HierarchyThe Cal laway Golf logo should always be the largest logo on any piece of communication
or equipment.
On equipment or packaging, lo gos and marks should appear in this s ize h ierarchy:
1) Cal laway Golf logo = largest2) Sub-brand < 75% of Cal laway Golf logo
3) Technology (thats not part of the sub-brand name such as S2H2) < 50% of Callaway Golf logo
Improper Logo Reproduction
APPROVED:
IMPROPER:
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Use these colors to create marketing communication materia ls such as adve rt is ing,
point-of-sale, and Web pages. The app roved colors are divided into two groups:
primary and secondary.
Pr imary ColorsBackgrounds of communication pieces should be 100% white i f possible.
Secondary Colors
This muted palette is meant to convey a sense of sophist icat ion. Secondary colorsshould be used sparingly as type, borders or other accents.
Only use a secondary color i f a p iece of communication necessitates i t . For instance,
to complement the ochre Chevron Dev ice in the Big Bertha Fusion I rons, PMS 1255 C
(ochre) can be used as an accent. Only one accent color should be used per page or per
piece. These colors should no t const itute more than 10% of a piece of communication
and should not be used as backgrounds.
The fol lowing is a l ist of second ary colors matched with products to date.
COLOR PALETTE
Pantone 200 C Pantone 1255 C 70% black Pantone 7461 C Pantone 392 C Pantone 295 C
Pantone 322 C Pantone 411 C Pantone 173 C Pantone 364 C Pantone 871 C
White 70% black 100% blackSilver
Pantone 877 C
NOTE: The colors on this page are not intended to be used as a color matching device. For accurate standards, please refer to the current
edition of the Pantone Color Formula Guide.
BIG BERTHAHEAVENWOOD HYBRIDS
BIG BERTHA TITANIUM454 DRIVER
BIG BERTHA FAIRWAY WOODS
BIG BERTHA IRONS
BIG BERTHA RED & BLUEGOLF BALLS
BIG BERTHA FUSION IRONS
ERC FUSION DRIVER
WARBIRD GOLF BALLS
HX TOUR GOLF BALLS FORGED+ WEDGES
X-18X-18 PRO SERIES IRONS
GREAT BIG BERTHA II415 DRIVER
HX RED & BLUEGOLF BALLS
HX HOT GOLF BALL
BIG BERTHA FUSION FAIRWAY WOODS
BIG BERTHA FUSION FT-3 DRIVER
HX TOUR 56GOLF BALL
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Introducing The X-18 And X-18 Pro Series Irons.
A legacy of performance and forgiveness, taken to the next level. A patented deeper, 360-degree variable undercut channel optimizes the center of
gravity by pulling weight off the clubface. This gets your ball up and on target from any distance and turf condition. Even more extreme Notch Weighting
adds stability. And a refined head size increases workability and confidence at address. Accomplished players will appreciate the Pro Series design that
features a narrower sole and thinner top line. Its the set of precision tools for precision shots. Learn more at callawaygolf.com or tradeintradeup.com.
While both share proven core technologies, the
standard design offers a progressive offset for improved
forgiveness and the Pro Series provides a reduced offset
by .125 for enhanced versatility and control.
The dissect-the-course-like-a-surgeon-you-bet-Im-dancing-
in-two-stop-bowing-youre-embarrassing-me Patent.
3 6 0 - D E G R E E U N D E R C U T C H A N N E L
pate
n
t:
Pro SeriesStandard
5749795
Type should be clean, s imp le, visual ly appeal ing and e asy to read.
Advert is ing Example
Point-of-Sale Example
TYPOGRAPHY
2004 Callaway Golf Company. X-18 andthe chevron device are trademarks and/orregisteredtrademarks of Callaway Golf Company.
Engravers Gothic BT 14/17 +380trackALL CAPS, accent color 100%
1pt Japanese dots 50%k[overlap 1st and last dot to equal ly space][al ign with basel ine & cap height of #]
Engravers Gothic BT 10/13+180track lowercase, color:80%k
Century Old Style St, Italic16/25 +40track, 80%k
Century Old Style St,I tal ic 21/25 +40track,100% accent color
Avenir, 35l ight 8/20,-40track, 100%k
Avenir, 85heavy 8/20,-20track, 80%k
Century Old Style St, Bold32/33, accent color 100%[base al ign with PATENT]
Avenir, 35l ight 6.5/10,+40track, 100%k
Avenir, 35l ight 5/6,0track, 100%k
File:CG Logo BGBD.eps
Engravers Gothic BT Regular, 28/25 Initial Cap,
40track, 100% accent color
Avenir, 55 Roman, 12/17pt, 80%k
1pt Japanese dots, 50%k
Engravers Gothic BT15/18+180track Intit ialCaps, 100% accent color
Engravers Gothic BT Regular, 39/32
Initial Cap, 30track, Reverse White
News Gothic Std Medium, 14/17,
100% accent color
Engravers Gothic BTABCDEFGHIJKLMNOPQRSTUVWXYZ
Century Old Style St, BoldAB CD EF GH IJ KL MN OP QR ST UV WX YZ
Century Old Style St, I tal icABCDEFGH IJ KLMNOPQRSTUVWXYZ
Avenir, 35l ightAbcdefghi jklmnopqrstuvwxyz
Avenir, 85heavyAbcdefghijklmnopqrstuvwxyz
Engravers Gothic BTABCDEFGHIJKLMNOPQRSTUVWXYZ
News Gothic Std, MediumABCDEFGHIJKLMNOPQRSTUVWXYZ
Avenir, 55 RomanAbcdefghi jklmnopqrstuvwxyz
In I l lustrator, dotscan be made underthe stroke pal let,DASHED LINE,whereyou can adjust themwith a dash & gap,and the round shape.
I f these dotted l inesare needed inPhotoshop, you can
cut and paste thedotted l ine fromIl lustrator intoPhotoshop.
Japanese Dotsare native to InDesign.
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TYPOGRAPHY(continued)
Web Site Example
Special Web site usage notes: The corporate logo is used without the tagline.
Verdana replaces Avenir in the body copy.
PRODUCT HEAD/SUBHEAD: Engravers Gothic BT Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y ZAbcdefghijklmnopqrstuvwxyzBODY: Verdana Regular 9pt, %80k, Leading 20pt
PERF LINES: 1pt Japanese dots
(Adobe InDesign), %50k
BD
C
B
D
C
Sub-brand Example
Avenir, 65 medium 10/10,+700track, 100%k
sol id l ine, 100%k
A
A
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Callaway Golf creates premium products. They should be reproduced with a
reverence that conveys the same craftsmanship, innovation and qual ity that goes
into making them.
Products should be photographed on or knocked out against white backgrounds.
Where possible, a l ight ref lect ion should be placed below the product to
increase its premium feel .
Additionally, products with a highly polished finish should appear that way when retouched.
This is achieved by creating sharp, contrast ing highl ights in the retouching (as opposed
to soft , blended highl ights, which wi l l make the products appear to have a sat in orbrushed f inish).
Approved photography of most products can be found at:
http://cal lawaygolfsupport.com/
Please contact the Cal laway Golf Creat ive Serv ices Department for a user name and password.
Soft Goods PhotographyWhen shooting products by themselves (without people) every attempt should be made
to place products on a white background. No ref lect ions are need ed for soft goods.
Li festyle photography ( incorporat ing people with scenic backgrounds) can be ut i l ized
to showcase soft goods. However, these photographs should be placed in a design
environment that is predominantly white ( such as the Cal laway Golf Apparel s i te
www.cal lawaygolfapparel .com).
PHOTOGRAPHY
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Uti l ize Cal laway Golf Professional Staff photos where applicable. This helps
demonstrate the success of Cal laway Golf s innovations within the professional tours.
V isi t http://www.cal lawaygolf .com for a complete l ist of current Staff Professionals.
Professional Staff Photography and Materia l Approval
Al l photos of professional staff must be approved by Cal laway Golf (through theMarketing, Creative Services, and/or Sports Marketing Departments as wel l as theathletes Management Company).
Specif ical ly, the fol lowing information wi l l be required before permission is granted:
a) Applicat ion (how the photo wi l l be used)b) Dates of usage including f i rst usedc) Location(s) where it wi l l be used
Prior to using the Professional s Endorsement in any advert is ing or promotional
materia ls , Cal laway Golf wi l l submit such materia ls to the Professional for approval ,
which approval shal l not be unreasonably withheld. The materia ls shal l be deemed
approved unless the Professional disapproves the materia ls in writ ing within f ive (5)
days after receipt. I f the Professional disapproves of any materia ls , the Professional
shal l state the specif ic grounds for disapproval .
NOTE: On professional staff photos, DO NOT remove logos of other com panies that
may have contractual agreements with Cal laway Golf professional staff . ( i .e . Do not
remove the Ford or Bearing Point logos from images of Phi l Mickelson. Likewise, do n ot
remove Cutter & Buck, Kraft or Mercedes-Benz logo s from images of Annika Sorenstam.)
PROFESSIONAL STAFF PHOTOGRAPHY
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Callaway Golf s Copyrighted Works
Callaway Golf s copyrighted advert is ing wo rks include our commercials , pr int advert ise-ments, packaging, brochures, catalogs and other s imilar creative works. Always include
a copyright notice whenever possible. A copyright notice includes the symbol
fol lowed by the ye ar and Cal laway Golf Company.
For example: 2005 Cal laway Golf Company.
Other Part ys Copyrighted Works
Permission must be obtained from the owner of a copyrighted work before such
copyrighted work is used by Cal laway Golf . Such copyrighted works include al l or
port ions of network video of professional golfers during a tournament, a l l or port ions
of movies, characters created by others (such as Superman, Happy Gilmore, etc.) ,
logos of tournaments, of c lubs, and much more. Internal use is not a defense to
copyright infr ingement. Any use of anothers copyrighted work must have the
permission of the owner of the copyrighted works.
COPYRIGHTED WORKS
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Introduction
A trademark conveys to the consuming public the source of a part icular good orservice. Our trademarks convey that a go lf product bearing a Cal laway Golf mark is a
premium golf product from Cal laway Golf Company. Thus, our trademarks are arguably
our most valuable assets. However, improper use of our marks could result in the marks
becoming generic, and thus inval id and unenforceable.
In an advert isement, the trademarked product has three components: 1) the trademark(s ) ;
2) the trademark marking or notice symb ol; and 3) the product or goods.
Example
The Callaway Golf HX Hot Golf Ball.Callaway Golf and HX are the trademarks.
is the trademark marking or notice symbol, which indicates the mark is registered.
Golf Ball is the product.
Non-gener ic Use of a Trademark
Always use trademarks as an adject ive fol lowed by a product term such as woods,
drivers, bal ls , putters and the l ike.
Example
In a one-page advert isement that uses the trademark Great Big Bertha,
Great Big Bertha Driver must be used at least once, and the advert isement
must convey to the reader that i t i s a Great Big Bertha Driver.
In a longer text documen t, every paragraph that refers to Great Big Bertha
must use Great Big Bertha Driver at least once in the paragraph.
In an advert isement or othe r document, ALWAYS use a legal l ine that references
ownership of the trademarks by Cal laway Golf Company, such as Cal laway Golf and Big Bertha are trademarks of Cal laway Golf C ompany.
In an advert isement or othe r document, ALWAYS use a or TM at least once
with each trademark, typical ly with th e f i rst appearance of the trademark in
the advert isement or other document.
TRADEMARK USAGE
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TRADEMARK USAGE (continued)
Improper Use of a Trademark
Never use our trademarks as nouns, such as It s not a dr iv er, i t s a Great Big
Bertha, or 25 Great Big Berthas were used at the PGA tournament or
The winner used a Great Big Bertha.
Never use Cal laway Golf in front of another trade mark without a product term
fol lowing the trademark. For example, never use Cal laway Golf Big Bertha.
Trademark L ist
Trademarks: The trademarks, serv ice marks and logos (Trademarks) used and displayed in this Sty le Guideare registered and unregistered Trademarks of Cal laway Golf and others. Nothing in this Sty le Guide should beconstrued as grant ing, by implicat ion, estoppel, or otherwise, any l icense or r ight to use any Trademark displayed,without the wr it ten permission of the Trademark owner. Cal laway Golf aggressively enforces i ts intel lectualproperty r ights to the ful lest extent of the law. A l ist of U.S. Trademarks owned by Cal laway Golf fol lows. Anyquest ions concerning the use of these Trademarks or whether a Trademark that does not appear on this l ist is aTrademark of Cal laway Golf should be referred to the Cal laway Golf Legal Department at (760) 931-1771.
United States Trademarks
Big Bertha, Biggest Big Bertha, Black & Blue tag, Callaway, Callaway-Connect, Callaway Golf, Callaway Golf design, Callaway GolfCenter, Callaway Golf Performance Center, Chevron Device, CTU 30, Dawn Patrol, Daytripper, Demonstrably Superior and PleasinglyDifferent, Deuce, Divine Nine, Dual Zone, Ely Would, ERC, ERC & design, ERC II, ERC II sole plate design, ERC Fusion & design,FT-3, Fusion, Gems, Game Enjoyment System, GES, Great Big Bertha, Great Big Bertha II, HX, HX Tour, Hawk Eye, Hawk Eyedevice, Heavenwood, Hybrid 45, I-Trax, OptiFit, ORG. 14, Pencil, RCH, S2H2, S2H2 & design, SenSert, Steelhead, Steelhead
Plus, STS, Taupe, light gray and gold tag, Tour Blue, Trade In! Trade Up!, Tru-Bore, Tunite, VFT, VFT design, Warbird, War Bird,War Bird sole plate, Worlds Friendliest, X-12, X-14, X-16, X-18, X-SPANN & design, X-Tour and XWT.
See the Cal laway Golf Web site for a comp lete l ist of Cal laway Golf Company
trademarks. www.cal lawaygolf .com/en/Legal.aspx.
L icensees
The main l icensees of Cal laway Golf are Ashworth, Inc. (c lothing in the U.S., Canada, Europe
and Austral ia ) , Sanei International (c lothin g in Japan and Korea), Tour Golf Group, Inc. ( foot-
wear), TRG Group ( luggage) and Fossi l (Cal laway Golf Timepiece Collect ion). I f any of thesecompanies or i tems (clothing, luggage, t imepieces) are mentioned in an advert isement, the
l icensee must be recognized in the legal l ine.
Examples:
Ashworth is an off ic ia l l icen see of Cal laway Golf Company.
Cal laway Golf Apparel provided by Ashworth, an off ic ia l l icensee of Cal laway Golf Company.
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The legal l ine of an advert isement provides for notice of trademarks and copyrights,
discla imers for representat ions in the text of the adve rt isement, and contact
information.
Callaway Golf Trademarks
Any Cal laway Golf trademarks used in an advert isement should be l isted in the trade-
mark sentence of the legal l ine. In an advert isement that has the company logo with
the Chevron Device, mentions the Great Big Bertha I I Drivers and shows the HX Golf
Bal ls , the trademark sentence of the legal l ine should read: Great Big Bertha, HX, the
Chevron Device and Cal laway Golf are trademarks and/or registered trademarks of
Cal laway Golf Co mpany.
Others Trademarks
I f an advert isement uses the trademarks of others, then a trademark sentence must be
provided in the legal l ine for these other trademarks. For example, i f Pebble Beach is
used in the text of the advert isement, then the sentence should read: Pebble Beach is
a registered trademark of the Pebble Beach Company.
LEGAL LINES
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Use the fol lowing examples as gui del ines for creating Cal laway Golf Company materia ls .
Marketing Communications
Letterhead/Forms/Publ icat ions
Merchandising Display
MEDIA USAGE EXAMPLES
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Signage
Web
Soft Goods/Accessories/Apparel
MEDIA USAGE EXAMPLES (continued)
8"10"
12"
6"
4"
4"
5"5"
6.5"
3.5"
1.5"
1.5"
Golf Bag Example
Golf Cap Example Footwear Example
Shopping Bag Examples
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For a complete glossary of Cal laway Golf te chnical terms, please refer to the Web site at
http://www.callawaygolf.com/en/techterms.aspx.
Numbers and Dates
In general , spel l out one through nine.
2-wood, 3-wood, 4-wood, 5-wood, 7-wood, 9-wood, etc.
Strong 3-wood. Strong 4-wood.
Irons: 3- iron, 4- iron, 5- iron
No. 1 (vs. #1), No. 2 t i tanium driver
two years, 10 years; two-year deal , 10-year contract (adj . )
50 percent or 50% depending on contexttext vs. chart or table, use latter
48 Pitching, 52 Approach, 56 Sand, 60 Lob f i rst place/1st place (n.)
f i rst-place/1st-place (adj . ) as in f i rst-place f inisher; three-part (adj . ) , f ive-piece,
s ix-way, nine-pocket, top-10
360-Degree Undercut Channel
17-4ph stainless steel
195cc, 203cc
par-5s; 5-under-par; the back nine, the f inal 18; the 10th hole; 3-stroke handicap;
a 2-hole lead
phone no. style: 800-699-9580 (no ita l ics)
Punctuat ion and Spel l ing
No seria l comma. Ex.: red, white and blue (vs. red, white, and blue).
Compound adject ives: When a compound modif iertwo or more words that express a
single conceptprecedes a noun, use hyphens to l ink al l the words in the compound
except the adverb very and al l adverbs that end in - ly. Ex.: highly paid salesperson
Hyphens to form temporary compounds: Hyphens are joiners. Use them to avoid
ambiguity or to form a s ingle id ea from two or more words. Ex.: He wi l l address small-
businessmen (as in their businesses are small , not the peoples s ize). The meaning of
The president wi l l speak to small businessmen is unclear.
Many combinations hyphenated before a noun are not hyphenated when they occur
after a noun. Ex.: The custom-logoed webbing on the bag . . . vs. The bag has a
custom logo.
CALLAWAY GOLF TERMS AND STYLES
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Miscel laneous
Compared to/compared with: Use compared to when the intent is to assert, without
need for elaboration, that two or more items are similar; use compared with whenjuxtaposing two or more items to i l lustrate s imilar it ies and/or diff erences. Ex. : He
compared his exceptional golf ta lent to that of Phi l Mickelson. His score was 68,
compared with 75 for his c losest competitor.
Pref ixes: General ly, do not hyphenate when using a pref ix with a word start ing with a
consonant. Except for cooperate and coordinate, use a hyphen i f the prefix
ends in a vowel and the word that fol lows begins with the same vowel. Use a hyphen
if the word that fol lows is capital ized. Use a h yphen to join doubled prefixed:
sub-subparagraph.
Equipment is either conforming or non-conforming, not legal or i l legal .
A
al l -new (adj . )
aspect rat io (n . )
B
backspin (adj . , n . )
backswing (n . )
bal l f l ight (n . )
bal l speed
bal l -peen (adj . )
bal l -st r iker (n . )
berm (n. )
best- feel ing (adj . )
best-sel l ing (adj . )
bestsel ler (n . )
B ig Bertha (adj . , n . )
B ig Bertha C4 Dr iver
Big Bertha ERC I I Forged Ti tanium Driver (s )
B ig Bertha Fai rway Woods (n . )
Big Bertha Fusion FT-3 Driver (FT-3 Driver on
subsequent reference, and the Neutral , Draw
and Fade models are cap)
Big Bertha Gold I ronsBig Bertha Hawk Eye VFT Ti tanium Driver (s )
B ig Bertha Hawk Eye VFT Ti tanium
Fairway Woods
Big Bertha Heavenwood Hybr ids
Big Bertha, How Golf Should Feel
Big Bertha I rons
Big Bertha Steelhead Driver
Big Bertha Steelhead Metal Woods
Big Bertha Steelhead Woods
Big Bertha Tour Series Wedges
Big Bertha TungstenTitanium Irons
Big Bertha Ultra L ight
Big Bertha X-12 I rons
Biggest Big Bertha Ultra L ight
BJ-1
Black Trapezoid design
blade- l ike (adj . )
Bobby Jones
Bobby Jones Ser ies Putters
bogey; (p .t . ) bogeyed; (p l . ) bogeys
bore-through (adj . ) technology
C
C design
Caddie (not caddy)
Cal laway Constant Weight Ri f le Shaf t
Cal laway-Connect
Cal laway Golf fa i rway woods
Cal laway Golf F i t t ing Solut ion
Cal laway Golf (not Cal laway)
Cal laway Golf MagazineCal laway Golf Staf f Professional (when used as part
of a t i t le : Cal laway Golf Staf f Professional Annika
Sorenstam. Otherwise, lowercase. )
Car lsbad, Cal i f . (not CA in text )
CB-1
Center of Grav i ty (n . ) /center-of-grav i ty (adj . )
chamfer (n . )
Characteristic Time (CT) Test
CALLAWAY GOLF TERMS AND STYLES (continued)
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Chevron Device
close-cut (adj . )
c lubface (n . )
c lubf i t t ing (adj . )
c lubhead (adj . , n . )
c lubmaker(s ) (n . )
c lubshaf t (adj . , n . )
CNC (adj . )
Coef f ic ient of Rest i tut ion (COR)
Companycap C when used in p lace of Cal laway
Golf : The Company released earnings today.. .
computer-control led (adj. )
Concentric Core Technology (HX Tour 56)
constant-width (adj . )
cross-product (n . )crown plate (n . )
CTU 30
cup face (n . )
cup-face (adj . )
custom-f i t t ing (adj . )
D
Dawn Patrol Glove
Daytr ipper
Demonstrably Super ior and Pleasingly
Different
DFX 2-Bal l PutterDiv ine Nine Metal Wood
double-bend (adj . )
double-cl ick (v. )
double-radiused (adj . )
downswing (n . )
Draw Bias Technology (n.)
Dual Force (adj . , n . )
Dual Insert Technology
Dual Zone
Dynamic Gold
E
e-business (adj . , n . )
e lastomer (adj . )
Ely Would (n.)
email (adj. , n., v. )
ERC
ERC I I Forged Ti tanium Driver (s )
ERC Fusion Dr iver
ERC Fusion Fai rway Woods
Even the Score
extra- large (adj . )
extra-st i f f (adj . )
F
face-balanced (adj . )
fa i rway woods
fal l l ine (n . )
f ine-tune (v.)
Firmfeel
f irsthand (adv.)
F i t t ing Solut ion
f langed-blade (adj . )
f latst ick (n . )
fol low-through (adj . , n . )FT-3 Driver (on second reference)
fu l l -shaf t (adj . )
Fusion Technology
G
Game Enjoyment System (GES)
Gem M-10 Special
Gems Li te
GES
Ginty
gol f bal l (adj . , n . )
gol f c lub (adj . , n . )Grafal loyTM Pro Li te
Great Big Bertha
Great Big Bertha Hawk Eye Dr iver
Great Big Bertha Hawk Eye Fai rway Woods
Great Big Bertha Hawk Eye Metal Woods
Great Big Bertha Hawk Eye T i tanium Woods
Great Big Bertha Ti tanium Driver
greenkeeper (not greenskeeper)
groundbreaking (n.)
H
hal f -shaf t (adj . )
hang t ime (n . )
hardpan (n . )
Hawk Eye c lubhead
Hawk Eye Ti tanium Driver
Hawk Eye Ti tanium Woods
Hawk Eye TungstenInjected Titanium Irons
Hawk Eye VFT Fai rway Woods
Hawk Eye VFT Pro Ser ies Ti tanium Irons
CALLAWAY GOLF TERMS AND STYLES (continued)
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Hawk Eye VFT Ti tanium Drivers
headcover (n . )
heat-t reated (adj . )
Heavenwood Hybr id
HeavenWood (or ig inal B ig Bertha 7-wood)
heel-shaf ted (adj . )
heel- toe (adj . ) weight ing
HEX Aerodynamic(s )uses s ingular verb
high-trajectory (adj . )
h igh trajectory (c lub lof t )
h istor ic (adj . ) a h istor ic (not an)
Hit i t . Bel ieve i t .
hosel (n . )
hot- formed (adj . )
How Golf Should FeelHX
HX Blue 2-Piece
HX Red 2-Piece
HX Tour 56 Golf Ball (not cast thermoset urethane,
just thermoset urethane)
HX Tour Golf Ball
HX 2-Piece
I
internal weight ing (adj . ) system
investment-cast (adj . )
investment-cast ing (adj . )i somer (adj . , n . )
I-Trax PutterCallaway Golf I-Trax Putter on
major references
J-K-L
Ladies Gems (n . )
LamkinTM
le f t -hand (adj . )
le f t -handed (adj . )
le f t -handers (n . )
L i t t le Bertha Golf Clubs
locker room (n. ) (= 2 words)
long- i ron (adj . ) / long i ron (n . )
look-al ike (adj . )
LPGA Tour
M
mal let- inspired (adj . ) design
Masters Tournament (No possessive. Use the
Masters on second reference. )
Match Play
Memphis10 98 or M-10 98
M-10 Special
mid-iron (n.)
miss-h i t (adj . , v . ) not mis-h i t or mishi t
Mobi le Caddie
Mobile Tour
moment of inert ia
moment of inert ia (MOI)only i f used in
a second reference
mult i faceted (adj . )
mult i layer (adj . )
mult imater ial (adj . )
mult ip iece (adj . )
N
#1, #2
#1 Putter in Gol f
96 Bend
No Neck
non-conforming (adj . )
nonglare (adj . )
non- insert (adj . )
nonsl ip (adj . )
O
OdysseyOdyssey Golf
Odyssey TriHot Putter
Odyssey White Hot 2-Bal l Putter
off-center (adj. , adv.)
of f - l ine (adj . )
onl ine (adj . , n . )
OptiF i t (n . )
ORG. 14 (a l l caps, n . )
outperform (v.)
overs ize (adj . ) (not overs ized)
P
par-3 hole
per imeter weight ing (n . )
perimeter-weighting (adj. )
PGA European Tour
PGA of America
PGA Tour
playabi l i ty (n . )
p layof f (adj . , n . )
CALLAWAY GOLF TERMS AND STYLES (continued)
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precis ion-cast (adj . )
precis ion-mi l led (adj . ) design
Pro ForcePro L i te
putterface (n . )
putterhead (n . )
Q-R
radiused (adj . )
RCH Pro Ser ies H-65 Shaf ts
RCH Pro Ser ies Shaf ts
RCH Ser ies 99 Gems
RCH Ser ies 96 (adj . ) shaf t
RCH 99 Ultra L ight Graphite
Red Swir l gr ipRichard C. Helmstetter Test Center (n.) (test center
is not cap unless used as part of the fu l l name)
r ight-hand (adj . )
r ight-handed (adj . )
r ight-handers (n . )
RIM (React ion In jected Molding)
Rossie
Royal Precis ion TM
Rule 35 Golf Bal l
runner-up (n.)
S S-bend (adj . )
S2H2 (n . )
scoop-back (adj . )
semi-mal let (n . )
Sensicore
set-up (n . )
shaf t-over-hosel (adj . )
shaf t-s leeve technology
shal low-face (adj . )
short-game (adj . )
Short Straight Hol low Hosel (n . )
shotmaking (adj . )
shot-peened (adj . )
s idespin (n . )
s ight l ines (n . )
s ingle-mater ial (adj . )
s lant-neck (adj . )
smoke-pol ished (adj . )
Sof t feel
soleplate (n . )
soleweighted (adj . )
Staf f Professionals (when referr ing
to Callaways)state-of -the-art (adj . )
steel - face (adj . )
Steelhead
Steelhead Plus
Steelhead X-14 I rons
Stronomic Insert Technology (adj. , n.)
STS
Sub-HEX design (HX Tour 56)
Sun Belt (n . )
superdense (adj. )
superheavy (adj . )
super l ight (adj . )sweatband (n . )
sweet spot (n . ) (= 2 words)
swing weight (n . )
Swir l Device
System 50
System 60
T
360-Degree Undercut Channel
teardrop (adj . , n . )
Terra F irma
Test Center (n.)
test-driven (n.,v. )
thermoplast ic (adj . )
T i tanic Ti tanium (n. )
TLN
topl ine (n . )
Tour B lue
Tour Fi l l putters
Tour Proven, Amateur Friendly
Tour Series Wedges (n.)
Tour Velvet
tour-level (adj. )
Tour-Lined putt ers
tour-proven (adj. )
tour-tested (adj. )
TourWrap
TPU SenSert
Trade I n! Trade Up!
TriForce Series Putters
TriHot (adj. )
TriSole (adj. )
CALLAWAY GOLF TERMS AND STYLES (continued)
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polycarbonate (adj . )
Tru-Bore (adj. ) Technology
True TemperTT Dynamic Gold
Tubular Lattice Network
TungstenTitanium (adj. )
Tungsten Gravity Screw
Tungsten-Injected
tungsten- in ject ion (adj )
Tungsten Weight Matrix (n.)
tungsten weight ing (adj . )
tungsten-weighted (adj . )
Tunite al loy
The Tuttle (n.)
Tuttle I I (n.)
2-Bal l design
U
U.S. Open Championship (Use the U.S.
Open or the Open on second reference. )
U.S. Womens Open
U-groove
Ultra L ight (n . )
u l t ral ight (adj . )
u l t rath in (adj . )
uppercut (n., v. )
USGA
UST Pro Force 65
V
Va r iable Face Thickness (VFT) Technology
VFT Technology
vs. (not versus per AP sty le )
W
War Bird Glove
War Bird (adj . ) Metal WoodWar Bird sole
Warbird Golf Ball
Web s i te (adj . , n . )
weight chip (n.)
weight in ject ion (n . ) technology
White Hot insert design (adj . )
White Hot Insert design
White Steel Putters
Worlds Friendliest
Worlds Friendliest Fairway Woods
Worlds Friendliest Golf Clubs
worldwide (adj . )
X-Y-Z
X-12
X-14 Constant Weight
X-16
X-18
X-SPANN
X-Stif f
X-Tour
You Cant Arg ue With Physics
CALLAWAY GOLF TERMS AND STYLES (continued)