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Swift as a panther in triumph; fierce as a bear in defeat.
But the West of the old times, with its strong characters, stern battles, and tremendous stretches of loneliness can never be blotted from my mind. —Buffalo B ill C ody
Create and manufacture the fastest, most efficient rifle in the world.
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The Model 73 (bottom) and 94 (top) are the two quintessential Winchesters—both using the lever action loading/cocking mechanism (detail on blueprint).
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1866 The entrepreneurial Oliver Winchester bought New Haven Arms, renaming it to Winchester Repeating Arms.
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1860s
1873
Henry and Browning were the minds behind Winchester’s first firearms, and pioneered the lever-action for which Winchester was so famous.
Winchester releases the Model 73, which would become known as the gun that won the West. It was short, easy to use from horseback, and could hold five rounds at one time.
1875
1883
Factory produces 1 million cartridges a day.
Buffalo Bill’s first Wild West show is held outdoors in Omaha, Nebraska. It featured theatrical battles between frontiersmen and Indians as well as shooting exhibitions.
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1885 Sharpshooter Annie Oakley joins the Buffalo Bill show, popularizing Winchester rifles.
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1890s The show had expanded into a travelling cultural fair of theatrical, acrobatic, and sideshow performances. 500 performers and staff members travelled to 132 different locations in the U.S. during this year, inspiring many imitations.
1894 The Model 94 is released, which would become the most popular deer-rifle in the world.
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1898
1900s
1912
Teddy Roosevelt creates the first volunteer cavalry in the Spanish-American War—the Rough Riders. Their valor and Roosevelt’s larger-than-life personality contribute to the appeal of Winchesters, which Roosevelt famously used.
As movies became more accessible, the Wild West show ended and cinematic Westerns exploded onto the entertainment scene, lasting until the mid-1960s.
Winchester’s longest-running and best-known logo first used.
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1930
1940
First Western radio show airs. Radio Westerns stayed popular until the mid-50s, inspiring children with the spirit of cowboys, Indians, and the old West.
Daisy sells the first Red Ryder air gun, based on the popular radio show. The gun resembles a Winchester.
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Winchester represented the rugged heroes of young America...
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...but the adventure and excitement of
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the Old West waned over time.
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1959
1960s
Winchester ads seek to position the brand as a family-oriented household staple, with copy like: “Give him year-round fun for years to come”.
Special interest groups advocated for the cancellation of Westerns, claiming they were too violent for television. By the end of the 1960s, there were only three shows left—all would be gone by the mid-70s.
1970s Push towards urbanization in media. The heyday of the West as entertainment was officially over.
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1977
1992
Winchester begins to position its products for rugged sportsmen in the U.S. and Canada, but still seeks to capitalize on the past whenever possible. It does this with commemorative firearms and by trying to reignite past traditions (like this calendar—formatted like the fine painting calendars included with Winchester cartridges since the mid-1800s).
Winchester is purchased by a French gun conglomerate and over the next two decades passes to different owners. Today the Olin corporation based in Missouri owns the brand and has manufacturing facilities in South Carolina and Japan.
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Its image went from bold and adventurous to caricatured and low-end.
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Modern-day Winchester is a standard American gun company, essentially the same as any other: a cog in the machine of rural American life. Thanks to buy-outs and an inconsistent message, its value was reduced to the quality of its products, rather than the appeal of an intoxicating brand. Like most other U.S. gun companies, Winchester marketed its products to hunters and sportsmen. Unfortunately, in this over-saturated arena, it lost any distinctiveness it may have had. The brand’s current state can be communicated with images—these are the people, objects, and textures that personify modern-day Winchester in the minds of consumers.
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UNITED STATES Commodity Cheap Bigger/better/faster Frequent hunting Redneck association Historic association: cowboys Gun as tool & entertainment
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EUROPE Luxury Expensive Finer/sleeker/more intricate Rarely hunt Nobility/wealthy association Historic association: hunting parties Gun as sport & heirloom
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Craft the finest tools for the manliest, most sophisticated hunters in America.
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The new Winchester will not try to appeal to what its consumers are, but what its consumers want to be and want to feel about themselves. The consumer will purchase Winchester products because he wants to be that sort of person—a Winchester man. The new brand will elevate and enrich. It is noble, intensely masculine, and luxe. It is something men aspire to. This is a brand that understands and honors the bond between a man and his weapon. These images show what that new brand world looks like—this is what people will experience when they interact with Winchester. This is something they will pay more to get.
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Focus on history. Visually show that Winchester’s products are part of a grand tradition of noble men with a love and respect for the wilderness.
Winchester products should elicit respect, and their owners should savor them and use them responsibly.
Focus on craft. Reinstitute gunsmiths as firearm inspectors and engravers; create covetable packaging and products; make minimalist firearms with luxury materials.
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Part of rebranding will involve an awareness of audience members overlooked in the past. The full breadth of Winchester consumers is varied and extends far beyond the standard rural trophy hunter. We will examine these audience facets and determine what aspects of the entire audience will be targeted in our new marketing efforts.
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CHRIS PAYNE single, early 30s white collar, tech South Carolina enjoys dark beer and Scotch bacon & steak respects craftsmanship loves the outdoors hikes on weekends travels to climb mountains reads intellectual novels old-fashioned tastes seeks to rediscover the past inherited two antique guns sentimental association
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JOHN HARRISON retired, late 50s wealthy owns precious metals
avid reader
lives in New England
watches TV for news
remarried
history buff
two children grown
collects firearms
takes long walks on estate
limited edition, handcrafted
visits Europe annually
appreciates historical value
coffee, black glass of red wine healthy, balanced diet owns hunting dogs
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LT HERNANDEZ married, late 30s no children VA National Guard competition shooter frequently travels to compete attends gun shows precision important smokes cigars Go Yankees! social drinker prickly demeanor annual men’s camping trip attends Mass weekly
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VANESSA HOLLAND
ROD EASTMAN
single, late 20s
married father of two
lives alone
works in law enforcement
on-off boyfriend
wife is a working RN
works in marketing
lives in suburbs
cat named Bub
gregarious family
goes to therapy every month
loves group cook-outs
gym or jog daily
football tailgating
Chinese food
strict standards for home
lattes and more lattes
citizenship, responsibility
weekends: Netflix and takeout
active in Baptist church
down-sized to low-rent apt
conscious of home defense
feels unsafe
goes to shooting range weekly
wants to be comfortable likes pretty things
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The audience may be varied, but the target is defined. This target is the Winchester Man—the persona which all members of the audience can connect to on some level, and in some way aspire to be. He is the modern-day cowboy: Rugged outdoorsman Respects and relishes the wilderness Lives simply, hunts for food Loyal to friends and neighbors Defends the helpless, stands up for others Strong, thoughtful, knowledgable Humble, self-assured Expert marksman Owns one bluetick hound Built cabin himself
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The new logo is a visual reference to a common gunstock detail. For classic Winchester models, this is something that owners would have gunsmiths carve onto their favorite rifles. It is a sign of a well-loved and well-used firearm, and a noble bond between a gentleman and his rifle.
It visually conveys the elegance of a hand-tooled stock and represents the precision and simplicity of the gun’s design. It looks at what made Winchester models so innovative, the place it has earned in gun owners’ lives across the country, and looks ahead at how the brand will continue to redefine the market and position its firearms as the tools of gentlemen.
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BRAND GUIDELINES
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0.50 H wide
16째
0.50 H
3.68 H
0.58 H
1.00 H H=text height
Univers 39 1.00 H
clear space
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LOGO COLORS:
0.125–0.5” min–max height
0.5–0.75” min–max height
>0.75” min height
Winchester Crimson
Burnt oak
Hide
#D1181F PMS 1795C
#681011 PMS 26C
#FFF0E1 PMS 9240C
C 0 M 100 Y 100 K 13
C 38 M 100 Y 100 K 46
R 209 G 24 B 31
C M Y K
R 104 G 16 B 18
BRAND GUIDELINES
0 5 10 0
R 255 G 241 B 226
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The logo may be used with “Repeating Arms Co” on corporate materials and firearms divisions but not for ammunition divisions. The mark may be used alone.
The logo may appear in Hide on Crimson or Burnt Oak, or in Burnt Oak on Crimson, but not in Crimson on Burnt Oak.
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Logo appears on right side of an image or ad, top or bottom
Logo should never appear on the left side of an image or ad. Use correct version of logo for the given space.
Use logo color with maximum contrast on the image.
Do not use two colors for the logo. Both elements should be the same. Do not resize either the words or the checkered W. Both must be resized together. Do not change the relationship between the checkered W and the text. Do not change the opacity. Do not tilt or skew.
Do not replace W in wordmark with checkered W. Do not put the checkered W beside wordmark. Do not change the tracking of the logotype.
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Winchester Crimson
Burnt oak
#D1181F PMS 1795C
#681011 PMS 26C
C 0 M 100 Y 100 K 13
C 38 M 100 Y 100 K 46
R 209 G 24 B 31
WINCHESTER BRAND GUIDE
Hide
#FFF0E1 PMS 9240C
R 104 G 16 B 18
C M Y K
0 5 10 0
R 255 G 241 B 226
Mahogany
Deer Skin
Aspen
#AA2B31 PMS 187C
#E6AD68 PMS 9C
#FFF6EE PMS 9061C
C 38 M 100 Y 100 K 0
R 209 G 24 B 31
C M Y K
9 34 67 0
R 229 G 172 B 105
Fir
New Leaf
#729675 PMS 5555C
#8DA95C PMS 5767C
C M Y K
C M Y K
59 26 62 4
R 114 G 151 B 117
48 17 79 3
C M Y K
0 3 5 0
R 255 G 247 B 238
[no black, ever]
R 141 G 169 B 93
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A ND S O IS TH I S : U NIV E R S 4 7
Apollo MT —The printed body copy and accent face
Apollo MT 10/16
pairs well with Univers. This face adds some elegance
+30 tracking
and tradition to materials, and should be used in any
8pt extra leading
printed materials with long-form copy. This typeface is used for long-form printed copy such as briefs, books, magazines, detailed manuals, and other multipage documents, both corporate and public. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Univers 47—This typeface is
The two families together com-
Univers 47 9/18
used for short-form printed copy municate what Winchester is
+40 tracking
such as brochures, pamphlets,
and aspires to be: producers of
9pt extra leading
fliers, and product inserts.
a classic reliable sidekick and
ABCDEFGHIJKLMNOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
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treasured heirloom, and innovators bent on repositioning the craft as historic and deliciously covetable.
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Univers (or Univers 55) — used when Univers 47 is not available. It is also the typeface used on the Winchester website. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Tahoma—used when Univers is not available, both online and for digital and printed documents or presentations. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BRAND GUIDELINES
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Many grids can be found within the logo itself— including the one used here. To create one, place the logo on a page and draw guidelines over the logo. A variety of margins and hanglines can come from the logo, but all column grids will contain an even number of columns.
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The triangle is taken directly from half of the W. This serves as a graphic element as well as arrows.
The double triangle is also permissible for patterns.
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Created by the negative space between checkers, the diamond is simple the triangle flipped on itself.
Instead of using curvilinear shapes, it is possible to achieve rounded edges using available angles. This irregular hexagon replaces a circle.
Like the grid, all graphics are derived from the logo itself. The three primary shapes are triangle, diamond, and irregular hexagon. Because there is a curved shape in the logo, a curve may be used in some contexts, but
no circles .
Graphics ought
to be rectilinear as much as possible.
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These serve as examples of what patterns are possible with just the triangle and diamond shapes. These are not patterns that must be used exclusively.
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25%
As with graphics, all infographics (shapes, patterns) for Winchester corporate must also be derived from the logo itself. Shown are a few ways to recombine them for visualizing data. Q3 4% 16%
Q2 Q4
55%
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2014
2013
2012
$2,515
$2,185
$1,961
2,034
1,748
1,574
190
177
161
(6)
(9)
(11)
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3
10
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OPERATIONS (in millions) Sales Cost of goods sold Selling and administration Loss on restructuring of business Earnings of non-consolidated affiliates Interest expense
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candid and genuine rich contemplative wilderness/on the trail editorial
Photographs should be rich and contemplative. Worthy of wild gentlemen. Models should be real gun-owners and outdoorsmen, preferably with facial hair, wearing worn-in clothes that belong in the environment. Shoot in nature or on the trail, so to speak (tents, campground, cabin, or in vehicle all permissible). All photographs should look as candid as possible.
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no no no no no
city/industrial/residential settings models that look like models or “pretty boys” looking at the camera “busyness” inauthenticity Winchester is not a men’s fashion line. It is not a fast-paced industrial corporation. Its photos should not look like something from a men’s magazine or a business journal. In seeking to redefine itself as a historic brand with modern relevance, Winchester must become increasingly creative in producing highquality, meaningful photography.
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All paper stock should be in hide, with Winchester Crimson and Burnt Oak printing. (Though black is permitted for occasional economical laser-printing.) Because Winchester sends out a limited number of letters each year, we make a point of using customfolded/cut envelopes for impact. When a new team member joins Winchester corporate offices, the design department will acquire and scan a signature sample for use on their personalized business card.
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12:49AM JAN-28-2015
TERRY’S GUNS 1300 GENEVA RD CHARLOTTE, NC 281 275 WINCHESTER AVE MORGAN, UT 94650 CUSTOMER SERVICE: 800.555.1000 or WINCHESTER.COM/SERVICE
Though Winchester does not ship directly to consumers, its mailers should not be overlooked. By immersing gunstore owners and managers in the brand, Winchester will gain a more favorable reputation among those responsible for selling product and increasing revenue.
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Truck drivers / loading dock Instructors Factory office Corporate casual Factory floor (all positions) Trade shows Sales reps Corporate casual (alt)
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Winchester advertises in a number of print publications: hunting magazines, firearms magazines, and the publications of firearms associations like the NRA. Instead of engaging in traditional advertising—showing off new guns and equipment—that look similar regardless of the company, Winchester will use ad spaces to immerse viewers in Winchester’s brand world. Ads should be covetable, something readers tear out and send to their friends.
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The old website was overcrowded and difficult to navigate. It didn’t show off Winchester’s expertise (great firearms), and lost a great opportunity to immerse consumers in the Winchester experience. The new website will put Winchester’s finest products front and center. Though no firearms can be sold on the website itself, the site should offer a thorough viewing experience so that consumers know exactly what they want before being directed to dealers. The site should take every opportunity to showcase the craft of gunmaking through videos, photos, and graphics, and always put the products first.
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Twitter / Facebook Winchester does not use Instagram, Google+, or any other types of social media.
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The old website was overcrowded and difficult to navigate. It didn’t show off Winchester’s expertise (great firearms), and lost a great opportunity to immerse consumers in the Winchester experience. The new website will put Winchester’s finest products front and center. Though no firearms can be sold on the website itself, the site should offer a thorough viewing experience so that consumers know exactly what they want before being directed to dealers. The site should take every opportunity to showcase the craft of gunmaking through videos, photos, and graphics, and always put the products first.
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Though previously considered a grunt gun that one might throw into the back of an ATV, the new Model 94’s are just the opposite.
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As part of the rebrand, Winchester will re-issue classic firearms in enticing mahogany cases. Because each model is unique, each cardstock slipcase and interior lining will vary to reflect the qualities of the firearm. The typeface for the model of gun is variable: on this page is Dalle for a gun associated heavily with the Old West, while Hansa Gotisch is used for the big game rifle, which tends to be a more luxurious and expensive sport. Regardless of the model, each slipcase will have the gunsmith stamps of all inspectors, and a tag on the gun itself will have their stamps and signatures.
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Made with strong alloys and fine hardwoods treated to remain exceptionally weatherresistent, these firearms will remain in superb condition for generations.
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Every box of Winchester ammu-
Winchester creates exceptional ammunition; sadly its
nition is printed on a single
former offerings resided in gray or black boxes that
sheet of biodegradable paper
had no shelf appeal and were difficult to find (par-
and can be unfolded and used as a target, even for rounds not designed for target practice.
ticularly next to green and yellow Remington boxes). The solution was to create something that felt valuable—reflected Winchester’s quality—and also stood out. I accomplished this by drawing on the appearance of cigar boxes. For the cheaper rounds, custom tape is used to distinguish caliber, with stickers for use (small game, large game, target, etc.) and number of rounds. This means all calibers that use the same size box can be printed without changing plates.
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Winchester’s previous packaging was largely gray or white, and was difficult to pick out on a shelf. The new packaging seeks to stand out and make it easy to distinguish between the types of rounds. Each line of each type of firearm has the same pattern—shown is the Super X pattern for rifle, and generic patterns for pistol and shotgun.
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L O O K I N G
A H E A D
With these new changes, we hope to reinspire a nation with the art of gunmaking and the noble artistry of hunting, and bring in new consumers to the marketplace. We hope to occupy the neglected space of luxury in the low to mid-end firearms market and create a market space and brand experience like that of the high-cost European gun market. We will continue to refine our craft and make weapons to be savored and respected. We look forward to a new chapter in Winchester’s brand history, and many successes ahead.
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D E S P E R A T E
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them will I gild with my treasure,
R E S I S T L E S S , them will I glut with my meat.
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Book design © 2014 by Hannah Coward. All rights reserved. hannah.coward@gmail.com PHOTO CREDITS: 2, 8, 20, 124 Ansel Adams 6, 14, 36, 57, 58 Buffalo Bill Museum & Grave 30 Flickr—Palo 38, 51, cover Michael Maierhofer 40 Flickr—DVIDSHUB 48 Darren Hester 50 Flickr—GeneralIsing 87 Etsy— Cairo Vintage 91 Steven Gourley 96 Sampson Engraving 96 Matthew Boyle 97 James D. Julia 98 Rob Shenk 120 Flickr—Miikajon