BRAND
BOOK
TABLE OF CONTENTS 4 6 12 13 14 19 23 31 35 39 43 47
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WHY? HOW? WHAT BRAND PERSONALITY BRAND PERSONALITY MATRIX POINT OF INNOVATION BENEFIT STATEMENT LOGO GUIDELINES TYPOGRAPHY PHOTOGRAPHY COLOR ICONOGRAPHY ILLUSTRATION BRAND PATTERN
INTRODUCTION Welcome to Klymit. Our brand is about more than a product. We’re driven by a purpose that inspires us to do what we do. And we communicate that purpose with personality, emotion, and a passion for experiences that take us outside. Indeed, we have a bigger story to tell. The following pages are formal documentation of critical brand elements, arrived at through stakeholder consensus. They are the foundation for all expressions of the brand, ensuring consistent, integrated communication. This is an internal document.
KLYMIT BRANDBOOK // 3
AT KLYMIT, WE BELIEVE EVERYONE CAN BE COMFORTABLE OUTDOORS.
THAT’S WHY WE CHANNEL OUR CREATIVE ENERGY &
TECHNICAL INGENUITY INTO ONE OF THE MOST IMPORTANT CONCERNS OF THE OUTDOOR LIFESTYLE.
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an
enjoyable sleep experience...
Klym
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mit is... B RAND PE RSONAL ITY // 7
SCRAPPY A DVE N T U R O U S
refreshing
WELCOMING
FOCUSED
KLYMIT’S BRAND PERSONALITY
REFRESHING
We’re always moving forward—never standing still. Every day represents a new opportunity to challenge the status quo; to turn inspiration into designing simple, smart, cool things.
SCRAPPY
We were born in an engineer’s garage, and raised by ambitious entrepreneurs. It’s the ideal combination of nerdy, savvy, and buff. We dream big, we get it done, and we aren’t afraid of a few cuts and bruises.
FOCUSED
We know exactly what we want, and we’re passionate about what we make possible.
A DVENTU ROU S
We’re rugged explorers and proven makers—capable of climbing higher even when we’re inside. Creative problem solving is our ascent, and empowering people to be comfortable outside is our summit.
WELCOMING
For us, authentic experiences, genuine relationships, and healthy imagination are the true path to profit. It’s what inspires us to be approachable, commits us to being helpful, and makes us reliable.
PERSONALITY MATRIX
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POINT OF INNOVATION
Acheiving comfort outdoors has never been
easier.
POINT OF INNOVATION // 13
BENEFITS STATEMENTS
simplicity We create rugged solutions for every body and every adventure.
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value
We are over-engineered, not over-priced.
the confidence to sleep outside When you fall asleep in comfort, you wake up refreshed and ready to do what inspires you.
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NOW THAT YOU KNOW A LITTLE ABOUT OUR BIG PICTURE...
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LET US SHOW YOU SOME FINE DETAILS.
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LOGO
GUIDELINES
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LOGO GUIDELINES LOGO USAGE
Our logo is the touchstone of our brand and one of our most valuable assets. We must ensure proper use. Two inches long is the minimum size. The preferred variation of the Klymit logo is the full color version over a white/light background.
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The only reason a variation of the logo should be used is dictated by the color of the background. An overly colorful background might requre a full black, or all white version depending on the overall color value of the image.
LOGO GUIDELINES
PADDING
x
x
VERTICAL LOGO: The clearance is equivalent to the vertical height of the logo mark (shown here as “x”), regardless of the size of which the logo is reproduced.
HORIZONTAL LOGO: The clearance is equivalent to the vertical height of the logo mark (shown here as “x”), regardless of the size of which the logo is reproduced.
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LOGO GUIDELINES
UNAPPROVED LOGO USE
DO NOT CHANGE THE COLORS OF THE LOGO
DO NOT REORDER THE ELEMENTS OF THE LOGO
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DO NOT TILT THE LOGO
DO NOT ADD GRADIENTS WITHIN THE GRAPHIC
TYPOGRAPHY
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KSB 0° DOWN SLEEPING BAG With a 650 fill-power white duck down that delivers exceptional warmth for its weight the KSB 0˚ sleeping bag still packs small and its durable fabric will provide years of use. Its draft collar, overstuffed foot box, insulated mummy hood and flexible baffles at the body’s core all work together to minimize heat loss for greater thermal efficiency. Using the adjustable Length Locks™ the sleeping bag can reduce in length up to 15 inches, efficiently sizing down to fit a 5’ 3” person. Highly durable fabrics are tough, light and comfortable. The expanded chest area and flexible baffles provide room to move, and a stash pocket keeps small items right at hand.
FOR INTERNAL USE AS EXAMPLE ONLY
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PRICE WEIGHT TEMPERATURE RATING DIMENSIONS PACK SIZE
$249.95 3.7 lbs 0° 82” x 30” 14.75” x 8.5”
TYPOGRAPHY Typography is a key element in every brand. They communicate a unified personality and imbue Klymit with emotion. We have selected Bitner, Klinic Slab and First Take as our fonts. The uses for these three fonts varies drastically. On the facing page are examples of how we use each font. Bitner, our most commonly used font, is used for all body copy. Klinic slab is used for headlines. First Take is used for taglines. You can find details on these fonts in the following pages.
GOOD TYPOGRAPHY IS INVISIBLE. BAD TYPOGRAPHY IS EVERYWHERE.
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BITNER BITNER is a contemporary styled sans serif font that takes the name from the process of collecting bitcoins ‘bitcoin mining’. The simple, spur-less letterforms with no adornment are a direct influence from the crypto-currency technology and help to give the font a distinct, modernA personality. These compact details combined with open apertures provide good readability across body copy. Bitner is a versatile sans serif with charm and geometric quality aimed at the convergence media markets. Bitner should only ever be used in Sentence case, all capitals should is a design choice and should have at least 50 tracking. Bitner works well at small sizes, larger sizes should be set in lighter weights to avoid a domineering presence. The Heavy weight of Bitner should never be used. It is over-kill. Italic weights are designated for captions, not primary heirarchy.
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BITNER APPROVED FONT FAMILY BITNER REGULAR Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 BITNER MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 BITNER SEMIBOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 BITNER BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 BITNER EXTRA BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
KLINIC SLAB KLINIC SLAB In 4 weights (and italics), the 8 font Klinic Slab family is one of Lost Type CoOp’s most comprehensive releases to date. A contemporary, versatile Slab Serif, Klinic is a workhorse that marries personality and functionality. Klinic Slab should only ever be used in Sentence case, all capitals should is a design choice and should have at least 50 tracking. Bitner works well at small sizes, larger sizes should be set in lighter weights to avoid a domineering presence.
KLINIC SLAB APPROVED FONT FAMILY KLINIC SLAB BOOK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 KLINIC SLAB MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 KLINIC SLAB BOLD Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
All weights, including italics, are approved. Italic weights are designated for captions, not primary heirarchy.
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FIRST TAKE FIRST TAKE is difficult to read and needs a lot of customization. Below are some guidelines for usage. Never use smaller than 12 points. BEFORE CUSTOMIZATION (NOT APPROVED)
Only use First Take on emotional statements. “Sleep Outside” and “Engineered for Real Comfort” should only be set in first take. Capitalized letters look better at 20% larger. Set your type, outline it in Illustrator, select the capitalized letters and scale them by 20%. Kern very carefully. All ligatures should be linked together. Scan carefully for mistakes. Customization is key. Jostling the letters off their baseline, tilting them, and scaling word sizing helps bring out the emotion in the statement and make the phrase stronger.
AFTER CUSTOMIZATION Here, the “S” & “O” have been enlarged by 20% and dropped below the baseline, the space between “S” and “l” was customized and redrawn. Also, the space between “out” and “side” was customized.
AFTER CUSTOMIZATION
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TYPOGRAPHY
TAGLINES Sleep Outside is an important touchstone of our brand. The only approved “starry image” to use can be found at: https://unsplash.com/photos/E0AHdsENmDg
The type also has a special treatment and can be found on the first page of the document called “Klymit_Brandbook_TaglineLockups.ai”. You may use either the stacked or the horizontal depending on available space.
HORIZONTAL TAGLINE LOCKUP KLYMIT BRANDBOOK // 29
PHOTOGRAPHY
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PHOTOGRAPHY In keeping with the personality of the brand, our photography should be refreshing, scrappy, adventurous, focused and welcoming. Additionally, our photography should be candid and rich. We are looking for bright, natural light. Stock photography should be carefully selected and should enhance the brand, not stand as filler. The photography Klymit uses is mainly color photography with a full range of value. Black and white should only be used when needed, and very sparingly. Black and white should never be used with our sleeping pads because the pads are identified by their color. All gimmicks, like selective coloring, vignettes, texturizing and extreme photoshopping should
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never be done. Our motto is, if it can’t be done in less than five minutes, don’t do it. Photos shouldn’t look overly perfect. They should feel textured, honest, and intruiging. During lifestyle photoshoots we use other outdoor products that we want to be aligned with, but that do not directly compete with ours. Campsites for photoshoots should feel real, whenever time permits. Photography breathes life and communication into a brand. At Klymit, we want to tell our brand story in a language that is digestible to the user. The following photographs, from stock to paid photographers, can be used as insight into the way we strive to select photography.
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COLOR
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COLOR Our colors are what give us personality. We’re a unique combination of bright, welcoming, adventurious and bold. Below is a breakdown of our colors and their approved tints and shades.
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COLOR
PRIMARY & SECONDARY COLORS
ELECTRIC GREEN • PANTONE 395 U
FORREST GREEN • PANTONE 7713 U
CMYK: 19, 0, 88, 0
CMYK: 73, 20, 52, 51
RGB: 216, 225, 69
RGB: 31, 93, 82
HEX: D8E145
HEX: 1f5d52
DUSTY BLUE • PANTONE 2203 U
GOLDENROD • PANTONE 7405 U
CMYK: 80, 50, 35, 10
CMYK: 13, 31, 100, 0
RGB: 62, 108, 132
RGB: 224, 174, 37
HEX: 3e6c85
HEX: e0ae25
CAMPFIRE RED • PANTONE 7416 U
COOL GREY • PANTONE 445 U
CMYK: 7, 80, 100, 1
CMYK: 62, 52, 51, 22
RGB: 223, 88, 38
RGB: 96, 99, 100
HEX: e05826
HEX: 616364
PRIMARY COLORS: These three colors make up the Klymit primary brand colors. Any consumer facing design work should be visually represented by these colors. Electric Green is our primary brand color, as it is used in the logo. Black and white can be used with these colors as needed.
SECONDARY COLORS: The colors above are the secondary colors of the Klymit brand and should be used only in small doses. These colors should never be prominent in design. Black and white can be used with these colors as needed.
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COLOR
TINTS & SHADES OF PRIMARY & SECONDARY COLORS
PANTONE 393 C CMYK: 9, 0, 64, 0 RGB: 237, 236, 126 HEX: EDEC7E
PANTONE 7459 C CMYK: 67, 30, 23, 0 RGB: 90, 150, 175 HEX: 5A96AF
PANTONE 1635 C CMYK: 2, 61, 64, 0 RGB: 239, 129, 96 HEX: EF8160
PANTONE 7475 C CMYK: 71, 25, 51, 4 RGB: 79, 147, 134 HEX: 4F9386
PANTONE 7746 C CMYK: 44, 28, 100, 5 RGB: 151, 153, 55 HEX: 979937
PANTONE 7477 C CMYK: 90, 63, 47, 33 RGB: 31, 72, 89 HEX: 1F4859
PANTONE 175 C CMYK: 34, 87, 99, 49 RGB: 104, 37, 17
RGB: 5, 53, 44 HEX: 05352C
CMYK: 28 44, 100, 6
RGB: 244, 204, 110
RGB: 180, 137, 45
RGB: 150, 150, 151 HEX: 969697
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APPROVED COLOR USE
CMYK: 88, 52, 72, 62
PANTONE 395 U
CMYK: 44, 36, 36, 1
201 8
PANTONE 5467 C
CMYK: 4, 19, 67, 0
PANTONE COOL GREY 7C
APPROVED COLOR USE
HEX: 682511
PANTONE 134 C
HEX: F4CC6E
TINTS & SHADES: Each color of the Klymit brand has a tint and a shade selected for complimentary use only. Tints and Shades should only be used with their corresponding primary color. Tints & shades across each color cannot be used together. See examples of approved use below.
HEX: 1255 C
PANTONE NEUTRAL BLACK CMYK: 71, 63, 63, 61 RGB: 46, 48, 48 HEX: 2E3030
SUMMER OUTDOOR RETAILER
Backpacks
ICONOGRAPHY
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ICONOGRAPHY
APPROVED!
APPROVED!
Icons have been introduced to the Klymit brand to give quick, straight forward information to the consumer when they are reveiwing our products. This page contains a style guide for designing new icons, and the following pages establish a guide for when to use exisiting icons.
A 2” icon should have a 6 pt circle around it. The icon within the circle should be no closer than 0.2” away from the outside line.
A 2” icon should contain no lines smaller than 2.5 pts or larger than 8 pts.
APPROVED!
All lines should be vector drawn.
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Filled shapes should be used when possible.
Only one color per icon. No cross-hatching or gradients should be used. A set of icons should be the same color.
ICONOGRAPHY
TENT CAMPING
CABIN VACATION
EXISTING ICONS AND THEIR USES
BACKPACKING
ULTRALITE BACKPACKING
SIDE SLEEPERS
Originally developed for the packaging of the sleeping pads, these icons can be used for any products in any format. They are designed to give the consumer quick information as they choose which product to buy. They must always be linked to the text underneath. At 2”, the text should be 0.15” distance away and be set at 12 points. TENT CAMPING: Useable for any product that fits inside a tent, usually used in tandem with the Cabin Vacation Icon
CAR/ATV CAMPING
RUGGED CONDITIONS
COLD WEATHER
HAMMOCK
COUPLES
CABIN VACATION: Useable for heavier pads not appropriate for backpacking, usually in tandem with the Tent Camping icon. BACKPACKING: Useable for products that are lighter, but not extremely light. ULTRALITE BACKPACKING: Useable for products that are extremely light, usually weighing about a pound. SIDE SLEEPERS: Useable for all pads. Klymit’s sleeping pads are ideal for people who sleep on their side. This icon conveys this aspect of all of our pads. CAR/ATV CAMPING: Useable especially for heavier pads and hunting pads. Frequently used in tandem with the Tent Camping Icon and Cabin Vacation Icon. RUGGED CONDITIONS: Useable for only the Armored V. COLD WEATHER: Useable for insulated products. HAMMOCK: Useable only for accessories of the hammock. COUPLES: Useable only for products that are meant for two. KLYMIT BRANDBOOK // 41
ILLUSTRATION
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ILLUSTRATION Illustration in the Klymit brand should be used expecially to explain products and their features. It also has other uses, like within product branding and on the website. Your goal, when drawing for Klymit, is to imbue a product with emotion. A vector icon cannot explain the give of the stretch baffle as well as a drawing can. Drawings should be playful, dynamic, and communicative, never decorative. This page contains examples of past illustrations to help commuicate the do’s and don’ts of drawing for the Klymit brand.
This illustration, done for the Abous Us page on Klymit.com. com, uses cross hatching instead of a densely filled field. Cross-hatching should always be used, at a diagonal angle, to fill shapes in all elements that are hand drawn. 44 \\ KLYMIT BRANDBOOK
This illustration was made it show the KSB legnth locks. It uses arrows and lines to show the connection points. If a box is needed to separate an illustration, it should be drawn. Also note that any titling should be set in Klinic Slab.
A heavier outline should be established on the border of all drawings. The lines within the drawing should feel like they are full of movement, be a little naive, and very painterly. Sketchy and straight lines are not approved for the Klymit brand.
This illustration shows the three modes in which the Versa Blanket can be used. Color was used here to help illustrate which side of the blanket is displayed. In technical drawings, color should only be used to communicate features.
Pads should never be traced and should remain lively and slightly abstracted. It shows the dynamic nature of the V Chamber much more accurately. Here is an example of how to draw the patented V chamber and welds that characterize the Static V line.
ILLUSTRATION
LETTERING
This illustration shows the version of our logo that is hand traced and filled in. It is the only approved version. The registered mark should always be present.
Besides the First Take tagline lockup for Sleep Outside this hand drawn version can be used with hand drawn assets. Sleep Outside can be hand lettered for merchandise.
All assets should be hand drawn and based around our taglines and integral brand elements.
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BRAND PATTERN
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BRAND PATTERN
OUR PATENTED V CHAMBER DESIGN
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BRAND PATTERN The brand pattern, shown on this page, should be used infrequently and in small doses. See the section on color for other approved color combinations. The pattern is created using the default tile spacing in Adobe Illustrator’s pattern tool. Simply go to Object, Pattern, and then “Make”. The vector files can be found in the Brand Pattern folder. It is called “Fengyi_approval_fabricroller. ai. Any variation in spacing is not approved for the Klymit brand.
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