To build, by application of proven principles, a company to compete and excel in the bowling industry.

To foster and encourage within our organization, innovative teamwork, creative research and development, and pride in producing quality products.

To create opportunity for personal growth and financial gain by our employees and to ensure fair and honest treatment of our distributors and vendors.

• Brand Standards Guidelines | Download

Our company must not only hold to the highest standards of innovation, quality workmanship, and performance of its products, we must also strive to grow the sport of bowling. We must create enthusiasts! Our purpose is to continue to inspire existing bowlers and to foster and develop new bowlers. We must continue to educate pro shops on Industry best-practices to properly service their customers to insure all who choose our equipment have the best chance at positive experiences.

Our values represent the fundamental beliefs that guide us in our day-to-day business activities. We expect all Storm employees to embrace these values and to conduct their business in the true spirit of these values. These values are unwavering.

We believe in applying the highest ethical standards and adherence to company values. All employees have the responsibility to conduct their business relationships, both internal and external, with the highest level of respect and integrity.

We believe in our people, trust in their positive intentions, and encourage ideas from everyone. We strive to be honest and open in our communications demonstrating both empathy and integrity. We support education and personal development for all employees. Through our actions our employees will be recognized as caring, responsible, trustworthy, and knowledgeable.

We believe that our customers deserve the utmost service and respect and by doing so we create a nation of Fans. Our Fans can expect to be treated fairly and in a humble and timely manner. Our Fans are the central focus of our attention, creativity, and our energy; without our Fans, we would cease to exist. We will never lose sight of the fact that satisfying our Fans is never good enough, but that by creating everlasting experiences we compel them to tell others about their positive experiences with our products. We are committed to continually “raising the bar” of innovation and service, and to always go above and beyond their expectations. By doing all of the above we create Raving Fans and make our business successful.

We believe in an enjoyable and fun workplace. We promote an energizing, optimistic, and fun environment.

Consistent achievement of our goals requires individual and team accountability at all levels of the company. We understand that each of us must accept personal accountability for our own actions and results. Ensuring a clear explanation and communication of objectives and expected results will facilitate day-to-day decision-making by individuals and teams and will contribute to the successful achievement of results.

We will continue to develop our abilities and take pride in them. We will set our standards higher than our most challenging competitor. We will please our customers by pleasing ourselves.

We will focus our passion of the game to grow the sport of bowling, and by doing so we will grow our business to meet our strategic objectives.

Education will always be a priority at Storm. We will invest heavily in education as a way to lay the foundation for long-term prosperity both personally and professionally.

Color is integral to expressing and communicating our brand identity. Our new color palette was inspired by the intense contrast one could see when lightning strikes against the night wall and the vibrant blues electrify the sky. We felt by using this color we would be showing the energy of the sport.

Our company colors are professional and modern, expressing who we are. Our main logo color is an electric blue, to signify the modern and active nature of our company, as well as the intensity we want to bring to the sport. Our main blue is complemented by a more subdued set of colors, including a range of grays, blacks and whites while paying homage to our classic teal.

Even though we love the colors, we understand that flexibility is needed when addressing our vendors and partners. Due to the need in show variety in our branding we allow for alternative colors to be used for partner apparel, packaging and design. Out of respect, all we ask is if you ask first before changing our logo colors.

PRIMARY TYPOGRAPHY

Oxygen is Storm’s primary type family and should be used whenever possible to communicate key brand messages in display copy and titles.