2017 Campaign Style Guide2 OBJECTIVE To define, display and ensure the proper use of brand graphic...
Transcript of 2017 Campaign Style Guide2 OBJECTIVE To define, display and ensure the proper use of brand graphic...
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2017 Campaign Style Guide
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OBJECTIVE
To define, display and ensure the proper use of brand graphic elements, photography style and voice for the 2017 MAKO marketing campaign.
MEET MAKO
MAKO Boats is a member of Bass Pro Group and White River Marine Group™, the world’s largest boat builder by volume. Conquer the seas with MAKO, a rugged, comfortable and secure fleet of boats built to master the world of saltwater fishing. Like the formidable mako shark, MAKO boats are bold, aggressive, sleek and smartly-designed hunters; yet they also have the creature comforts to satisfy anyone in the family.
It’s a MAKO. And it’s the perfect predator.
MAKO®
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GRAPHIC ELEMENTS
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MOOD BOARD
OBJECTIVE The purpose of the mood board is to highlight the 2017 MAKO® brand graphic elements. It is for internal use only and not meant for customer-facing use or display.
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
2017 MAKO creative executions will always include these core elements.
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GRAPHIC ELEMENTS
OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS
1. Sharp Diagonals 2. Background3. Typography4. Blue Bar5. Brand Logo
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
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2017 MAKO creative executions will always include these core elements.
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OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS 1. Sharp Diagonals
Sharp diagonal lines illustrate MAKO’s aggression, precision and mobility. Diagonals run right or left, and emphasize movement. The largest angle should have a gradient feather that keeps it from interfering with the subject of the image. This gradient can be adjusted depending on the photo used.
GRAPHIC ELEMENTS SHARP DIAGONALS
2017 MAKO creative executions will always include these core elements.
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
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OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS 2. Background
The background should be a prominent full-bleed image that features a beauty shot.
GRAPHIC ELEMENTS BACKGROUND
2017 MAKO creative executions will always include these core elements.
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES 2
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GRAPHIC ELEMENTS TYPOGRAPHY
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS 3. Typography
The slab serif headline font has a rigid, distinct structure that commands attention on the page. It compliments the sleek, modern feel of the san serif body copy. It also balances out the use of our angular graphic elements. Headlines should be multiple lines with at least one line emphasized (extra bold and medium) to create contrast.
Body copy is a hefty sans serif to contrast the large serifs or the slab serif headlines.
Headline: Memphis LT STD
Body: Gotham Medium
Copy should be MAKO blue or white
2017 MAKO creative executions will always include these core elements.
C 98M 69Y 35K 18
C 0M 0Y 0K 0
R 0G 78B 113
R 255G 255B 255
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3
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GRAPHIC ELEMENTS BLUE BAR
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS 4. Blue Bar
The blue bar is a flexible container that can used to house secondary information, such as, page numbers, contact information or a footer like the moodboard.
2017 MAKO creative executions will always include these core elements.
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OBJECTIVE To define and ensure proper usage of 2017 MAKO® brand graphic elements
ELEMENTS 5. Brand Logo
The brand logo should be prominent and easily seen on the page.
GRAPHIC ELEMENTS BRAND LOGO
2017 MAKO creative executions will always include these core elements.
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
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GRAPHIC ELEMENTS SUMMARY
COLOR PALETTE
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
C 98M 69Y 35K 18
C 0M 0Y 0K 90
C 0M 0Y 0K 0
R 0G 78B 113
R 66G 66B 66
R 255G 255B 255
2017 MAKO creative executions will always include these core elements.
FONTS MEMPHIS LT STD (HEADLINES)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
GOTHAM MEDIUM (BODY COPY)
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
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PHOTOGRAPHY
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Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
PHOTOGRAPHY
OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign
STYLE 1. Product Beauty2. Lifestyle
The U.S. market has a wide variety of ethnic diversity, with a dynamic growth pattern among ethnic groups. As a brand that strives to attract those from all ethnic backgrounds, we must acknowledge our understanding of diversity and reflect this in our imagery selections for creative executions.
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All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.
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Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign
STYLE 1. Product Beauty
Product beauty shots should show off the prowess of MAKO boats and reflect the positioning as the perfect predator.
PHOTOGRAPHY PRODUCT BEAUTY
All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.
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PRODUCT BEAUTY
This shot features rough, open water, camaraderie among fishermen and the thrill of the catch. MAKO® shines as the perfect predator.
This shot shows anglers engaged in landing a fish, demonstrating the capabilities of the boat. The vivid background highlights the clean lines of the boat.
This shot is boring. The fisherman are standing around and not interacting with one another or the water. The ocean is flat and there is no energy.
This shot is uninteresting. The crew looks cold and uncomfortable, the boat isn’t trimmed properly, and the background is bland.
All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.
DO DON’T
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PHOTOGRAPHY LIFESTYLE
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and display correct photography for the 2017 MAKO® campaign
STYLE 2. Lifestyle
Lifestyle photos should always convey adventure, action, prowess and confidence. For example, shots of triumphant fishermen with the day’s catch illustrate the MAKO’s status as the perfect predator. Lifestyles are generally tighter shots that focus on the people, evoke an emotional response and don’t usually show the entire boat.
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All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.
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LIFESTYLEDO DON’T
This photo tells a story through the dramatic lighting, the silhouetted figure and the heroic pose. This shot puts the viewer at the center of their own adventure and makes them want to fish aboard a MAKO®.
The angler shows true satisfaction with his catch. He’s in his trusted MAKO, the perfect predator needed for an amazing moment like this.
There is no energy or emotion in this shot. It could be any day on the water aboard any boat. These scenarios don’t capture the essence of the perfect predator as either fishermen or boat.
This image is awkwardly cropped with the main subject’s face not showing, which consequently, eliminates any emotional connection with the viewer.
All 2017 MAKO creative executions must follow the photography style standards set forth in this guide.
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VOICE
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VOICE
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
2
OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign
TONE 1. Headline2. Body
All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.
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VOICE HEADLINE
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign
TONE 1. Headline
Headline language is confident and powerful to convey MAKO boat’s status as the perfect saltwater predator.
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All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.
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VOICE BODY
Behind the barrier islands, lurking in the shadows of the mangrove roots, a silvery hunter is poised to strike. And beyond the horizon, under the rolling waves and the slate gray sky, a world record cruises the pelagic layers. These are the trophies in your sights, waiting to turn a great day into an unforgettable one. To battle them, you’ll need a boat with saltwater in its veins. An overbuilt, chop-taming adventurer with a history of smooth, powerful reliability. A secure and rugged craft that you trust with your family’s safety. An unstoppable fighter with an iron will and quick reflexes. A synthesis of state-of-the-art technology and modern creature comforts. You’ll need a MAKO®. For half a century, from the salt flats to the Gulf Stream, these boats have been loved by their owners and feared by their prey.
MAKO-BOATS.COM
ULTIMATE ADVENTURE
FOR ANGLERS AND FAMILIES
OBJECTIVE To define and display correct brand voice for the 2017 MAKO® campaign
TONE 2. Body
Body copy supports the headline and/or visual by detailing the features of what gives MAKO its rugged and legendary name.
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All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.
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VOICE TONE
Confident
Powerful
Agile
Exciting
Passionate
Adventurous
Cheery
Humorous
Gentle
Lighthearted
Soft
Boring
HEADLINES & BODY COPY HEADLINES & BODY COPY
DO DON’T
All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.
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Legendary Fishing
Command the Water
Crushing Breakers andBreaking Records
Smooth and StableInshore Ability
Built for the Joy of Fishing(too gentle)
Enjoy an Afternoon on the Open Sea (too cheery)
This bay-busting beast is engineered to handle both the hardest chop and the skinniest inshore flats. So whether you’re stalking the salt grass for reds or pulling cobia off a wreck, you’ll find that its got a perfectly calculated balance of power and finesse that will get you out with the crew and in with the fish in supreme confidence.
Saltwater fishing is a game of luck, and MAKO comes equipped with the tools to bring the odds in your favor. From reeling in the day’s catch to cruising on the waves, MAKO is there as your weekend fishing vessel.
HEADLINES HEADLINES
BODY COPY BODY COPY
DO DON’T
VOICE EXAMPLES
All 2017 MAKO creative executions must follow the voice style standards set forth in this guide.
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EXECUTIONAL EXAMPLES
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PRINT AD
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BROCHURE INTRO SPREADS
THE PERFECT PREDATORThe 334 CC ushers in a new era for MAKO—an era of empowered performance, elevated style, and the best fit and finish we’ve ever produced. It’s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology.
OFFSHORE BOATS
334 CC
MAKO-BOATS.COM 00
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BROCHURE FEATURE SPREADS
SPECIFICATIONS:
33'4"
• Head enclosure w/molded liner, wiring access hatches, removable storage pouch,
mirror & double-gasket door
• Sink w/faucet & on-demand freshwater
• 3 port & 3 starboard gunwale-mounted rod holders w/MAKO logo
• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep
station w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated
anti-slosh livewell & tackle storage
FEATURES• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long
• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station
w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated anti-slosh
livewell & tackle storage
• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long
• Sink w/faucet & on-demand freshwater
MAX. PEOPLE/WT.13/2,600 LBS. (1176.3 KG)
LENGTH 28' 4" (8.67 M)
BEAM9' 10" (3.00 M)
APPROX. HULL WT.6,000 LBS. (2,721.6 KG)
TRANSOM HEIGHT30" (76.20 CM)
FUEL CAPACITY228 GAL. (863.1 L)
DEADRISE21°
Boat and Motor w/Twin Mercury® 200 XL Optimax® Verado® (L4)
TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000
PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER.
$00,000
334 CC
MAKO-BOATS.COM
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EXECUTIONAL SUMMARY
SPECIFICATIONS:
33'4"
• Head enclosure w/molded liner, wiring access hatches, removable storage pouch,
mirror & double-gasket door
• Sink w/faucet & on-demand freshwater
• 3 port & 3 starboard gunwale-mounted rod holders w/MAKO logo
• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep
station w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated
anti-slosh livewell & tackle storage
FEATURES• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long
• Fiberglass leaning post w/backrest, flip-up cushion, storage below & bait prep station
w/freshwater sink, removable cutting board, 50-gal. (189.27 L) aerated anti-slosh
livewell & tackle storage
• Port & starboard under-gunwale rod racks for 6 rods up to 7’ (2.13 m) long
• Sink w/faucet & on-demand freshwater
MAX. PEOPLE/WT.13/2,600 LBS. (1176.3 KG)
LENGTH 28' 4" (8.67 M)
BEAM9' 10" (3.00 M)
APPROX. HULL WT.6,000 LBS. (2,721.6 KG)
TRANSOM HEIGHT30" (76.20 CM)
FUEL CAPACITY228 GAL. (863.1 L)
DEADRISE21°
Boat and Motor w/Twin Mercury® 200 XL Optimax® Verado® (L4)
TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000TRIPLE 350 XXL VERADO W/JOYSTICK PILOTING .....................$000,000
PLUS PREP AND FREIGHT. WHITE MOTORS ARE OPTIONAL. PRICE EXCLUDES OPTIONAL TRAILER.
$00,000
334 CC
MAKO-BOATS.COM
THE PERFECT PREDATORThe 334 CC ushers in a new era for MAKO—an era of empowered performance, elevated style, and the best fit and finish we’ve ever produced. It’s built to feed your passion for sportfishing in safety and style with an alliance of custom creature comforts and state-of-the-art technology.
OFFSHORE BOATS
334 CC
MAKO-BOATS.COM 00
34
CONTACTS
Randall GeorgesArt [email protected](417) 873-5903
J.D. [email protected](417) 873-5133
Connie MarcilTraffic [email protected](417) 873-4149
Chris WilsonCreative [email protected](417) 873-4545