Sierra Designs Brand Book

All the world lies warm in one heart, yet the Sierra seems to get more light than other mountains.

The weather is mostly sunshine embellished with magnificent storms, and nearly everything shines from base to summit—the rocks, streams, lakes, glaciers, irised falls, and the forests of silver fir and silver pine.

JOHN MUIR

Published by Sierra Designs 1 International Court, Broomfield, CO 80021 Art Direction & Archival Initiative Sako Shahinian Book Interior Design & Archival Curation Shoghak Kazandjian Graphic Design Support Lauren E. Drzata Copywriter Zoe Lanterman Special thanks to: Our loyal customers and retailers who have allowed us to continue to innovate for over 55 years. Happy trails, we hope to see you out there.

Our Team Andrew Day – VP/GM Sako Shahinian – Creative Director Zoe Lanterman – Marketing Manager Ryan Bertrand – Associate Product Manager Christine Norton – Apparel Designer Roman Lopukh – International Sales Manager Copyright © 2020 by Sierra Designs. All rights reserved. No part of this book may be reproduced in any form or by electronic or mechanical means including information storage and retrieval systems without written permission from Sierra Designs.

OUR BRAND LEGACY SINCE 1965

5

Brand

As makers, progressive thinkers, & innovators, our founders made gear to get people outside.

TODAY, THAT SPIRIT LIVES ON.

7

FOUNDERS BOB SWANSON (left) & GEORGE MARKS (right)

Brand

WE BELIEVE OUTDOOR ADVENTURES SHOULD BE WITHIN REACH FOR EVERYONE. Think Outside It’s our philosophy, but what does that mean? It means being inspired and feeling connected every time you step out on the trail. It means living for moments of discovery and awe in the everyday outside. It means that all pieces of what we do, from product design and creation to how we spend our lunchbreak, is done with the great outdoors in mind. It means planning your days around the pull of exploration.

It means aspiring to bag that mountain peak, even if it’s outside your comfort zone. Think Outside – because life is found in the adventure.

9

Brand

WHERE WE PLAY Born In Berkeley, CA. Raised in the American West Coast. We find inspiration in our mountains, deserts, and beaches.

Sierra Designs was born with a passion for the world of backpacking and camping. Today, our crew of outdoor enthusiasts and seasoned explorers are on a mission to fundamentally define how we adventure outside. We create outdoor equipment and apparel driven by function & designed to keep you happy.

11

Brand

BRAND STRATEGY

13

B r a n d S tr a teg y

OUR LIGHTHOUSE IDENTITY Guiding everything that we do.

THE WHY

Belief Adventures should be within reach for everyone.

THE WHAT

Action We gear you up with equipment that makes getting outside easier and more enjoyable.

THE HOW

Our Promise Everything we make is attainable, functional, and beautiful.

15

B r a n d S tr a teg y

17

OUR CORE VALUES EDUCATION

We are determined to reduce barriers to the outdoors through educational tools and intuitive products so more people can Think Outside.

ACCESSIBILITY

Since 1965 we have created gear that makes getting outside easier, no matter your experience level or background.

INSPIRE

Sierra Designs creates a culture that encourages wanderlust, motivates people to get a little outside their comfort zone and allows you to follow the pull of exploration..

QUALITY

Our continued legacy is creating products that last for generations.

SOCIAL RESPONSIBILITY

We’re committed to ensuring that our products are made responsibly and we actively support causes that are committed to improving the planet and empowering people to Think Outside.

CONNECTION

We are dedicated to creating products that make it possible to connect with nature and each other; fostering a sense of belonging and identity.

B r a n d S tr a teg y

19

OUR TAGLINE The first meaning is descriptive of what we do: We constantly think about the outdoors. The second meaning alludes to Think Outside The Box, hinting at our innovative approach for creating progressive outdoor experiences.

Whenever possible, we use the unique word mark that has the word Outside upside-down, which creates a visual that requires a second glance and forces someone to pause and ponder.

B r a n d S tr a teg y

OUR SOCIAL HASHTAG

#THINKOUTSIDE OUR SOCIAL BIO Inspiring wanderlust since 1965. Because life is found in the adventure. Tag your pics with #ThinkOutside

21

B r a n d S tr a teg y

23

B r a n d S tr a teg y

OUR TONE BRAND TONE Think Outside.

Here at Sierra Designs our dirtbag, OG heritage means we can be a little quirky at times, but also means that we have been and continue to be nature lovers who just want to get outside. We are passionate stewards to the outdoors and ensure that our messaging educates and advocates for these places. We choose to inspire people to get outside of their comfort zone and push the limits a bit, while also recognizing that the everyday outside is just as much of an adventure. We believe that the outdoors allows us to escape while also providing a meaningful way for us to connect to the places and people we love. Our tone is fun, but not loud.

It’s knowledgeable and trustworthy due to our innovative heritage, but not condescending or exclusive because we believe everyone deserves to Think Outside.

25

OUR AUDIENCE Steeped in the spirit of adventure.

Archetypes THE EXPERIENCED EXPLORER Established in the Outdoors, Environmentally Focused, Aspirational, Outdoors are to Recharge and Escape, Familiar with the Legacy & Heritage of SD

THE ADVENTURE COLLECTOR Adventure Seeking, Experience Driven, Fun, Lots Of Different Activities, Focused On Mindfulness and Zen, Urban To Outdoor, Versatile

THE CONNECTION SEEKER Emotionally Driven, Adventures With Family and Friends, Family Fun, Enjoyment, Casual Usage

B r a n d S tr a teg y

27

B r a n d S tr a teg y

29

SOMETHING FOR EVERYONE Product Category / Assortment

B r a n d S tr a teg y

PUSHING THE LIMITS $$$

APPROACHABLE

URBAN

CASUAL

SPORTY

U T I L I TA R I A N TECHNICAL

CASUAL

SPORTY

U T I L I TA R I A N TECHNICAL

CASUAL

SPORTY

U T I L I TA R I A N TECHNICAL

For The Adventure Collector This collection is built as the do-all solution for your epic backpacking trip, car camping setup, backyard adventure, and everything in between.

Every aspect of these products is approachable, multi-functional, easy-to-use and priced right.

ADVENTURE OUT $

APPROACHABLE

URBAN

For the intermediate or experienced outdoor enthusiast who wants gear that’s built for the long haul. This collection brings lightweight materials, innovative features, and aesthetically pleasing styling that serves the adventurer in any situation.

PACK N’ GO $$

APPROACHABLE

URBAN

For The Experienced Explorer

For The Connection Seeker Designed for the first-time camper or trail newbie. This collection is all about making the outdoors easier and more enjoyable with intuitive products that only include the features you need.

These products are made with durable and dependable materials, but have an entry level price tag – because the last thing you need to worry about when exploring the outdoors is your gear.

31

B r a n d S tr a teg y

PUSHING THE LIMITS STYLE For the intermediate or experienced outdoor enthusiast who wants gear that’s built for the long haul. This collection brings lightweight materials, innovative features, and aesthetically pleasing styling that serves the adventurer in any situation.

33

Approachable

Urban

Casual

Sporty

Utilitarian

Technical

B r a n d S tr a teg y

35

B r a n d S tr a teg y

PACK N' GO STYLE This collection is built as the do-all solution for your epic backpacking trip, car camping setup, backyard adventure, and everything in between. Every aspect of these products is approachable, multi-functional, easy-to-use, and priced right.

37

Approachable

Urban

Casual

Sporty

Utilitarian

Technical

B r a n d S tr a teg y

39

B r a n d S tr a teg y

ADVENTURE OUT STYLE Designed for the first-time camper or trail newbie. This collection is all about making the outdoors easier and more enjoyable with intuitive products that only include the features you need. These products are made with durable and dependable materials, but have an entry level price tag – because the last thing you need to worry about when exploring the outdoors is your gear.

41

Approachable

Urban

Casual

Sporty

Utilitarian

Technical

B r a n d S tr a teg y

43

B r a n d S tr a teg y

OUR BRAND HISTORY

45

B r a n d H istor y

A BRIEF HISTORY The foundation of Sierra Designs

Sierra Designs was founded by Bob Swanson and George Marks in 1965 on the premise that all people deserve to have good gear for exploring the outdoors, regardless of their background or experience level.

Taking their years of adventures together out on the trail and putting it directly into the products they made, Sierra Designs pioneered many of the outdoor innovations taken for granted today.

is shared between Pasadena, CA and Broomfield, CO, but our mission hasn’t changed at all - Sierra Designs continues to be a place where you can find happy dogs (lots and lots of happy dogs), new ideas, always-reliable camping gear, and good to the core people who are always down to Think Outside.

After all, we’ve been encouraging wanderlust since 1965, and we see no reason to stop now.

Swift clips on your tent? We did that.

The 60/40 Mountain Parka? We did that. Women specific sizing and needs? Yep, we did that, too. In fact, we’ve held hundreds of patents (and some pending) that have made getting outdoors easier and more enjoyable.

It’s about more than just great product, though – it’s about the passionate people who think it up. The original SD team of Bob and George ballooned to twenty eight full time employees by 1968 – even George’s mom helped out in the sewing department. When we say, “family affair,” we mean it literally.

That was then, in our original former paint factory Berkeley, CA headquarters. Today, our home base 47

B r a n d H istor y

49

B r a n d H istor y

51

B r a n d H istor y

COMPANY CULTURE THROUGH THE YEARS Sierra Designs has seen many different versions of itself along its 55+ year history. We’ve been as small as two, as large as 80, and everywhere in between. We’ve been based in NorCal, SoCal, and now Colorado. We’ve made revolutionary products (the 40/60 Parka), sign-of-the-time based products (we rocked some mean fanny packs in the 90s…), some head scratching products (an ugly wool Holiday sweater line in the 80s…), and everything inbetween.

Through it all, one constant remained the vibe of the office, and the type of people we bring on board to be part of the team. We have always been passionate about the outdoors, and make it part of our daily routine in some way. We have always taken our work seriously – but not so seriously that we won’t turn someone’s office into a Winter Wonderland (complete with fake snow) while they’re on vacation. In the 60s and 70s we smoked weed sometimes on company hikes, and now that we’re based in Colorado where weed is legal… maybe we sometimes still do.

We are a place where even if you do decide to move on, you’ll always be part of the tribe and are given a proper send-off (with maybe one last practical joke). We’ll bring our dogs to the office and sometimes take a half day for a long bike ride. But we’ll also stay late to make sure the job is done, and done right, so that you get the best possible gear.

We’ve been encouraging (and practicing) wanderlust since 1965.

And we can’t wait to see what the future holds.

53

B r a n d H istor y

55

B r a n d H istor y

57

B r a n d H istor y

59

B r a n d H istor y

Whitney Portal, 2016

Lone Eagle Peak, 2017

61

Te a m o u t i n g a t J o s h u a T r e e

B r a n d H istor y

Holiday Shoot at Sequoia National Park

S D ’s V P / G M / M o d e l , A n d re w D a y

63

SIERRA DESIGNS INNOVATIONS Innovation and exploration

B r a n d H istor y

Over five decades — that’s a lot of time to spend together.

Sierra designs has been a trusted companion in the backcountry since sewing our first tents, sleeping bags and clothing back in 1965. We started the journey with just a few pieces of gear – the 60/40 Mountain Parka, an early generation of tents and our debut mummy bags. Having grown up in the Sierras as our playground, we learned by backpacking, climbing, kayaking and skiing, all the time testing our products and designs. The whole time continuing to perfect the gear we loved and when we needed something, we simply created or invented.

The number of tiered designs, patents, and innovations grows, and our loyal backcountry companions —you— keep coming back for more. We look forward to our next 50 years and promise to continue innovating, refining perfect thing what are already the best tents, sleeping bags and technical clothing available today.

FROM THE FOUNDERS We began Sierra Designs with the simple idea that backpacking and camping gear should be durable, functional, trouble-free, practical, efficient and attractive.

We know our gear achieves much of this because most of our original designs are still in the line. Much of the gear we sold in the early days is now as much a part of city life as mountain life.

Our ongoing involvement with the backcountry scene (we’re usually there when we're not here) has made new and innovative products our hallmark —and Sierra Designs products are not just gimmicky showroom attractions; they are backcountry proven tough and reliable. (You can trust them)

65

1979 CIRRUS SERIES DOWN BAG First bag in the USA filled with 700 goose down, and come with an attached contoured hood.

1965 FOUNDERS GEORGE MARKS & BOB SWANSON, POINT RICHMOND, CA

1968 DOUBLE SLEEPING BAG

1968 60/40 MOUNTAIN PARKA

The logical choice for maximum togetherness.

One of the most phenomenal products of all time for mountaineering.

B r a n d H istor y

1979 AIR FLEX TENT

1987 METEOR LIGHT TENT

The toughest, most spacious, two person tent to utilize the combination of bent and straight poles.

Light, fast, and often imitated, the meteor light debuts.

1994 Sierra Designs moves to Emeryville, California, expands lab and R&D facilities.

1995 WOMEN'S SPECIFIC SLEEPING BAGS A revolutionary idea, bags tailored to fit woman's shape and warmth needs with unrestricted movement.

1982 SWIFT CLIPS Sierra designs stakes new ground by inventing the first ever swift clips, designed for a faster set up that allows the tents to be staked out before erecting in high winds.

1983 FLASHLIGHT TENT A tent that's still recognized by its name, it was the first two person, “ultra light” designed to drop below the 4 pound weight.

67

1996 CLIP LOCKS

2001 JAKE'S CORNER

Another patented and exclusive design that locks pulls to improve tensile strength by 60%.

Yet another Sierra Designs patent and exclusive, increases the tent strength by 40% and the eliminates pole rotation that could potentially lead to failure.

2002 HERCULES TENT Wind tunnel tested, expedition prove, it's pole design provides the simplest set up available in extreme conditions.

2003 SIERRA DESIGNS RELOCATES, THE ROCKY MOUNTAINS BECOME HOME

1999 FLEX BAGS After a comprehensive sleep study we launched the first sleeping bags which allow unrestricted movement from side, belly and backs.

B r a n d H istor y

DRIDOWN

REGULAR DOWN

2012 DRIDOWN

2014 FLASH 2 FL TENTS WITH VIEWS

DriDown is natural down insulation improved with a hydrophobic treatment that keeps rain, sweat or melting snow from soaking in while allowing internal moisture to easily escape.

This means DriDownTM stays dry longer and dries faster than normal down.

With the fusion of luxury and lightweight, the Flash 2 FL defies all previous beliefs about how light a full-size, full-featured shelter can be.

2014 BACKCOUNTRY BED

2016 FLEX CAPACITOR

A zipper-less bag that lets you sleep in the wild like you do at home. With an oversized, integrated comforter sealing the opening, you can sleep comfortably and naturally on your back, side, or stomach.

The Flex Capacitor features a unique patent pending gusset system that allows the pack to quickly and easily expand from 40-60 liters with the adjustment of a few straps.

Instead of expanding up like other packs, the circumference of the Flex Capacitor expands to provide a more stable and comfortable load carry.

BEST TENT EVER MADE - Michael Glavin

69

THE 60/40 PARKA Sometimes when you get out of your comfort zone, you fail miserably. But if you keep trying, failure can turn into something truly remarkable. That was certainly the case for one of our most iconic pieces of outdoor gear: The 60/40 Parka.

This SD staple started out as the Revair Mountain Parka. Before Gore-Tex, Revair was developed as a waterproof material well suited for camping and hiking. Turns out, it was terrible. So bad that one of the early testers went out for a hike on Mount Shasta, and returned with a pound of ice that formed between the two layers of the jacket.

Not surprisingly, the jacket project was abandoned.

B r a n d H istor y

But then, Bob Swanson discovered a fabric that was 58% cotton and 42% nylon. While not waterproof, it was extremely water resistant and durable, and also extremely breathable. He rounded the numbers and called it 60/40 Cloth, added a few distinctive Sierra Designs touches like protective zipper tags and snap down storm flaps, and a legend was born.

Through the years, the 60/40 Parka is an often copied design, and you can find a version in almost any outdoor brand’s catalog. It’s flattering, we’ll admit it - but the Think Outside soul of the original will always be uniquely, and proudly, Sierra Designs.

71

B r a n d H istor y

73

PRODUCT THROUGH THE YEARS Our Unique Designs

B r a n d H istor y

75

APPAREL

B r a n d H istor y

77

TENTS

B r a n d H istor y

79

SLEEPING BAGS

B r a n d H istor y

81

BACKPACKS

B r a n d H istor y

83

CATALOGS & WORKBOOKS A Visual History

B r a n d H istor y

85

B r a n d H istor y

87

SWIFT CLIPS NEWSLETTER Swift Clips Newsletter

B r a n d H istor y

UNRAVELING KNOTS Note:r The ,noes d1!'51.r,becf here are for Simple camping and g neral outdoor use and not mrm(} for ltf!Jependent rope .vork such as rock hmbmgor rescue m1SS1ons Advanced rop,ng and knot techniques should be learned from skilled professionals Ask a dozen outdoor recreauonalists which three knots they think are the most useful and you might get three dozen answers. Ask some kids and they'll probably say Velcro. While buckle straps bind boats to car racks and Fastex clips Just about anything to anything these days, the reliability and effioency of simple knots still have not been bypassed- though for many of us 1t has been somewhat forgotten.

Which knots would you use to guy down a tent 1n a sudden wind storm, cinch a sleeping bag to a backpack, attach an extra bike or boat to your roof rack, or perform a makesh1h r pair on a broken slo b1nd1ng ,n the backcountry7 Be-;1des mere tune ,on, nowing some knots can be simpler and quicker than using other fatening systems and, more importantly, can be a useful skill wh n you·re ,n a pinch Contrary to what many people think, knots don't have to be complicated Knowing Just a few easy-to-tie knots can get you through most s1tuat1ons you're likely to encounter.

connecting a piece of cord to itself or something else by a series of tiends. twists and interlaongs. When a knot 1s used to secure a rope around an obJect, it's called a loop, 1f it's Joining two or more things, it's a hitch, and if it's connecting two cords together, it's a bend By learning a couple of each of these kinds of knots, you can pretty well tie yourself into most s1tuat1ons In almost everyone's arsenal of knotting, you'll find the Bowline. You were probably introduced to 1t in your scouting youth (remember the story about the rabbit corning out of the hole and going around the tree?)

While the Bowline ,s primarily a loop, you can a<..tually use 1t for all three knot categories There are dozens of vanat1ons to the Bowline and a􀅼 many ways to tie it.

In ,ts Simplest form, he Bowline LS easy o e and easily comes undone a er be,ng under load If you're worried about its ease o· umy ng you can secure Bow1 ne by 􀆜dd ng se-v ral ha1 h o

Simply put, a knot 1s a way of 89

ISSUE NINE

BITS & PIECES FROM SUMMER 1990

by Paul Kramer Musings Of An Environmental Conscience

ISSUE THIRTEEN

ISSUE FOURTEEN

Now that environmental consciousness is the rage, many of us, somewhat self, consciously, point out our long history of good citizenship and eco-awareness.

Living in Berkeley, I have actively sorted my garbage and recycled cans, papers and bottles for 15 years. I devised a working compost system and scrupulously used it. I contribute to several environmental causes, vote for the same and am a long-standing Audubon member. It is because I am a lover of the wilderness, always entranced by its beauty, that I chose to be in this industry. Lately, I have wondered about the rationalizations that I, and many of my friends in the industry make about our environmental activities. I certainly feel that I am much more eco-conscious than the average, or even than the majority, but DO I DO MY SHARE? This brings up an important concept ... one's share. What is one's share?

While all of us as humans have an environmental responsibility, somehow I can't quite believe ·that the person who prefers to stay home and watch the TV, or go to a bowling alley has the same responsibilities as the active outdoor enthusiast.

Perhaps as a wilderness user I am more easily persuaded to admit responsibility. But certainly, those who use the wilderness the most should contribute the most, right? How do we gauge use, and even more, what would be a proportionate contribution? Isn't it ironic that those who love the wilderness the most are the hardest on it? Why do we build roads to the mountains, ski lifts, and hiking trails? Certainly not for the bowler or the TV viewer. Take a vacation area like Tahoe: on a pristine retreat from the city, it has been developed with its multitude of gambling casinos into a city itself. This constant movement, like pioneers, to move away from "settled" areas is using up a precious natural resource - open space. Should we try to curb this desire to live in "unsettled". areas, so that some "unsettled" areas remain for the next generation?

We need to believe that what we do as individuals is important. While a group effort is an effective vehicle for some changes, I see the importance of our individual efforts as paramount. We can change our own space, our own attitude and our own commitment. What is that saying? "We have met the enemy…and he is us." If each of us took a more active stance, took a greater "share", ... perhaps it would not be too late.

ISSUE FOUR B r a n d H istor y

ISSUE SIX

Leonard of the World Wildlife Federation Fund.

ISSUE NINE

THE REGREENING OF AMERICA ... as seen by Bob Woodward from his hut in the woods

Everywhere you travel in Europe today, the Green (environmental) party grows stronger.

In West Germany concerns over the acid rain damage to the Black Forest and the pollution of the Rhine and Moselle rivers has galvanized the Greens into action. Great Britain, historically the birthplace of many great environmental leaders, has become such a prime polluter during the past two decades that the Greens have pushed Mrs. Thatcher and her Labour rival Mr. Kinnock to strengthen their environmental stands.

The same ''Greening" revival has begun in North America. Overflowing landfills, brown stained cityscapes, and rivers and lakes that no longer freeze in the winter have finally encouraged people to do more than talk about defending their environment. The "Greening" of the nineties will bear little resemblance to that of the late sixties and early seventies. There will be less talk and more action. How will the re-greening affect the outdoor market?

One aspect of this new awareness will be a growth in outdoor activities with broader public appeal. Hiking will prosper and groups like the Volksmarchers will see their ranks swell with new active members. Bird watching, wildlife photography, nature tours will all grow in population. The fad sports, the hardcore sports, the extreme sports will appeal to an even smaller audience. Neon colors once perfect as the "lookat-me-I-consume" flag will be replaced by the bright vibrant colors found in nature.

American media's extensive coverage of the recent upheaval among Eastern Bloc nations, all but overlooked the important part environmental politics played in the revolutionary process. There's no question that people behind the Iron Curtain have been economically and socially repressed, but another strong issue has been the battering of their environment. "Pollution was part of the system that molested the people in their daily lives," says Jeffrey

European clothing collections are already showing this trend and the US seems to be following that course. There will be a deyuppification of the outdoors as the general public gets more involved. Muffy, Biff and the Cherokee driving gang will be down the road.

The outdoor media is resisting this trend and in doing so strays further afield with articles best described as "Lifestyles of The Rich and Famous Goes Climbing". That won't work in the more "common man" concerned nineties.

91

The growth in outdoor products sales will come in three areas: daytripping gear; adventure travel gear; and multi-purpose, multi-function clothing. America's new Greens will get out as often as possible and as close to home as possible. They will support local and regional parks, and land purchase programs like those of the Nature Conservancy. In travel, they will seek an active vacation where they can get involved. That could be an archaeological dig in Greece, hiking in Bhutan or helping others from around the world clean up a river, a beach, or a forest, The people of the nineties will be less faddish and more concerned with long lasting, quality products. They are buying for the long haul and will look for durability and function before fashion.

In the late sixties and early seventies, America's Greens went backpacking, even if they hated every minute on the trail and in the tent. Backpacking was the thing to do. The Greens of the nineties won't be backpackers but outdoor generalists. Hopefully there will be an industry to serve them, one not hung up wishing the good old days of the backpacking boom were back. The good old days will not be back but the Greens are and they have the buying and political clout.

ISSUE NINE

A CLASSIC LIVES ON

By Paige Springer If there is a section in the National Hall of Fame for enduring favorite clothing fashions, the collection would certainly include Levi’s 501 Jeans, L.L. Bean duck boots, Converse high tops and Brooks Brothers suits. All of these items are known for their durability and lasting popularity despite many changes in fashion trends. Another addition to this classic collection, though maybe not as-mainstream, is the Sierra Designs' 60/40 Parka, with its oversized fit, durable good looks, and large patch cargo pockets.

B r a n d H istor y

The original 60/40 Parka was designed in 1967

by George Marks, one of the founders of Sierra Designs. The fabric mix of 60% cotton and 40% nylon (hence 60/40) was considered very “high tech" at the time. The nylon offers durability and resistance to moisture while the cotton gives the fabric a "natural" feeling hand. The signature cargo pockets secured with Velcro were engineered to hold all the necessary implements for survival in the mountains.

Over the years the 60/40 Parka has seen various colors come and go, and it occasionally featured wool, plaid, or down filled linings, but the basic details of the original parka have never changed.

For example, even though modern technology has given us plastic squeeze cord locks, the standard cord fastener on the 60/40 Parka is still a flat leather disk.

In this era of high-tech fabrics and rapidly changing fashion trends, Sierra Designs continues to hold onto its roots in manufacturing functional outerwear. But preserving the 60/40 Parka year after year represents more than just a sentimental grasp onto our past; it also makes good business sense.

The 60/40 Parka has been-a growing fashion favorite in Japan for the past several years, where over 15,000 Jackets were sold last year, and recently it has undergone a fresh surge of popularity in the states as well. The back-tobasics style seems to reflect the 1990's current social attitude of less is more. Lately the 60/40 Parka has become the overcoat of choice for the business professionals of WalI Street as well as for those into the understated and popular "grunge" scene. It has also been featured in recent issues of Shape and Men's Journal.

For 1993, Sierra Designs introduces an exact replica of the 60/40 Parka in kid's sizes. The Kids 60/40 Parka is available in the original Burnt Orange, Forest, and Tan.

ISSUE SIXTEEN

ISSUE EIGHT

ISSUE FIFTEEN

93

LOGO HISTORY The Sierra Designs logo through the years has taken on many different shapes, colors and styles, reflecting the different stakeholders of the times. But staying true to its name, it has always incorporated the outline of Half Dome, the majestic symbol of the Sierra Nevada mountain range.

A mark should embody and imply the brand’s business goals and positioning, and address the end user’s needs and wants.

Joel Katz

B r a n d H istor y

1965-1968 1965–1968 (Point Richmond)

POINT RICHMOND CALIFORNIA

1965–1968 (Point Richmond Alternate)

1966 (Made Expressly for North Face)

95

1968-1980 1968–1976 (Berkeley)

E S TA B L I S H E D 1 9 6 5 B E R K E L E Y, C A

E S TA B L I S H E D 1 9 6 5

1976–1980 (Oakland)

1980-1990 1980–1984 (Oakland)

1984–1986

1990-2013 1990–1996 (Color)

1996–2013 (Calligraphic)

E S TA B L I S H E D

1 9 6 5

seek adventure B r a n d H istor y

1987–1990 (Division of The North Face)

2014-2018 2014 (Better and Different™)

2016 (THINK OUTSIDE)

Patch

Horizontal

ALTERNATIVE LABELS

E S T. 1 9 6 5

97

B r a n d H istor y

DESIGN IDEOLOGY A product is the manifestation of a brand as it embodies the vision and values that define a brand.

Design checklist. If it checks out, then do it.

ALWAYS INNOVATIVE AESTHETICALLY BEAUTIFUL THOUGHT DOWN TO THE LAST DETAIL ENVIRONMENTALLY-FRIENDLY USEFUL Functionally, Physiologically, Aesthetically

INTUITIVE Everything You Need and Nothing You Don’t

VERSATILE Go from backyard to backcountry and everything in between

DURABLE

99

B r a n d H istor y

OUR STORIES

101

SIERRA DESIGNS TRIPS From Africa to Everest

P A K I S T A N J U LY 1 9 9 1

O ur stories

S E R E N G E T I N AT I O N A L PA R K , TA N Z A N I A , 1 9 8 4

103

W H I T E W AT E R R A F T I N G I N C O S TA R I C A , 1 9 9 1

O ur stories

I N C A T R A I L , DA T E U N K N O W N

105

N E PA L , 1 9 8 2 - 1 9 8 4

O ur stories

G O R A K S H E P , N E PA L , N O V E M B E R 1 9 9 1

107

O ur stories

109

O ur stories

Born in California and bred on the trail, Sierra Designs has been committed to supporting people’s love of the outdoors since 1965. Today, that means creating equipment and apparel that is functional, beautiful, and most importantly, attainable. Our team believes that exploration should be within everyone’s reach, because life is found in the adventure, not the destination.

Find more information at www.sierradesigns.com.

111

IN EVERY WALK WITH NATURE ONE RECEIVES FAR MORE THAN HE SEEKS. JOHN MUIR

O ur stories

Photo by Martin Froger, Equador