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Visual Identity Guide
About Beal
Beal is a small, family enterprise employing 45 people, situated in Vienne, in the French Department of Isere. Despite its modest size, Beal qualifies as the world’s premier manufacturer of climbing and security ropes. Beal is supported by a worldwide network of distributors across 40 different countries. Beal equiplemt is ISO 9001 certified to guarantee production quality, Beal devotes 5 percent of its turnover to Research and Development. A good part of the promotion budget goes to sponsoring stars of the mountaineering and climbing world.
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Table of Contents Brand attributes . . . . . . . . . . . . . . . . . . . . . . 3 Logo Elements . . . . . . . . . . . . . . . . . . . . . . . 5 Trademark . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Logo Options . . . . . . . . . . . . . . . . . . . . . . . . 7 Colors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Typefaces. . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Brand Materials . . . . . . . . . . . . . . . . . . . . . . 12 Tote Bag . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Products . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Advertisements . . . . . . . . . . . . . . . . . . . . . . 17 Poster . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Website homepage . . . . . . . . . . . . . . . . . . . 21 Coupons . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Catalog . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
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Brand Attributes Concrete: Climbing Equipment Beal designs and manufactures equipment such as ropes, harnesses and helmets for rock climbers
Millennials The target audience is millennials interested in outdoor activities such as climbing, backpacking and hiking.
CertiďŹ ed Beal equipment is ISO 9001 certiďŹ ed, which ensures the customer that the products are of high quality.
Muli-cultural Beal has distribution centers in 40 countries across the world
Environmental For every rope purchased, Beal plants a tree in Madagascar
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Brand Attributes Abstract: Modest Beal is a small, yet sucessfull, family-run business.
Passionate Beal has a team of inspired rock climbers that assist in the design process.
Dynamic Beal has been at the heart of the changes in the practice of climbing since the 80’s.
Innovative
Beal consistantly creates new ways to improve the climbing experience.
Longevity Beal equipment is built to last
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Logo Elements Beal is in the beginning stages of re-branding itself.
The former logo will be replaced by a simple logo that features a ďŹ gure-eight knot that provides a pop of color.
Former logo
New logo
Brand
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Signature Symbol
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Trademark The new Beal logo is trademarked to claim ownership of its goods and packaging. When resizing the logo, the trademark symbol should be no larger than the width of the letter “L.”
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Logo Options Vertical Option - Primary
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Horizontal Option - Secondary
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One-color design
Two-color design
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One-color reverse
Two-color reverse
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Black & white reverse
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Grayscale
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Identity Colors Blue Used in the strokes of the rope symbols and as the background color in the one-color reverse logo
Turquoise Used in the strokes of the rope symbols and as the background color in the two-color reverse logo
Black Used as the font color and as the background color in the black and white reverse logo
Gray Used in the strokes of the rope symbol in the grayscale logo
White
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Used as the font color and in the strokes of the rope symbols in the reverse logos
Color Chart Pantone
CMYK
RGB
Pantone 99-16 U
C:100 M:94 Y:0 K:10
R:36 G:51 B:138
Pantone 133-6 U
C:75 M:0 Y:51 K:0
R:10 G:183 B:155
Pantone Black U
C:0 M:0 Y:0 K:100
R:35 G:31 B:32
Pantone 179-12 U
C:0 M:0 Y:0 K:80
R:88 G:88 B:91
C:0 M:0 Y:0 K:0
R:255 G:255 B:255
Pantone White U
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Typeface Harabara A modified version of Harabara with taller ascenders and an upside-down letter “a” to replace the letter “e” is used in the logo. Harabara is also to be used in headlines.
Helvetica Light Helvetica Light is to be used in the body copy of advertisements and online at the Beal website.
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Brand Materials ™
French Dept. of Isere Vienne, France
French Dept. of Isere Vienne, France ™
French Dept. of Isere Vienne, France
Chloe Beal
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Company Owner (123)456-7890 chloe.b@bealplanet.com
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Tote Bag Beal is proudly eco-friendly. Instead of plastic bags, our customers receive a reusable tote with their purchase.
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Products Beal offers its customers a wide variety of safety harnesses in many ďŹ ts and colors.
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Products Beal’s helmets are micro-adjustable thanks to a precise adjustment dial and beneďŹ ts from a magnetic closure of the chinstrap buckle. Its large volume optimises comfort and protection.
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Products Beal also designs backpacks that customers can use for a short hike or for carrying their climbing equipment.
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Magazine Ad
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www.beal-planet.com
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Online Banner GO FARTHER
SHOP NOW LEARN MORE ™
beal-planet.com
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Newspaper Ad GO FARTHER
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Visit your local sporting store or go to beal-planet.com
Sponsorship Poster
IFSC CLIMBING
WORLD CUP
SPONSORED BY
2015 KRANJ
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Beal is proud to be one of the sponsors of the 2015 climbing world cup competition held by the International Federation of Sport Climbing. Climbers across the globe will be exposed to our brand through this competition.
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Website BEAL HOME www.beal-planet.com/home
HOME
ABOUT US
PRODUCTS
ISO 9001
FEATURED PRODUCTS
CONTACT INFO
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CAREERS
FAQ
LANGUAGES
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