Coleman Guide Book
Coleman Coleman
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Field Guide
Ferdinand Magellan 1480-1521
Ferdinand was a Coleman. Ferdinand Magellan was the original Coleman. Born
After passing the Canary Islands, the crew was suf-
in 1480, he was a Portuguese explorer. Magellan left
fering badly from low morale and risking mutiny.
home in search of a route from Spain westward to
The fleet reached Brazil on December 15. He
the “Spice Islands.” Magellan was the first explorer
continued down the coast of South America and
to successfully circumnavigate the globe. He found
past the bleak coasts of Patagonia. He became the
the route to the Orient and the Indies by sailing
first European to lead a crew around the southern
West from Europe.
tip of Patagonia. This passage became known as
the straight of Magellan in his honor. He was the
The King of Spain backed Magellan and
in 1519, at the age of 39, he took five ships—the
first Westerner to travel into this next Ocean, which
Victoria, Trinidad, San Antonio, Conceptión, and
he named the Pacific in hopes that it would always
the Santiago—and a company of 250 seamen on
remain calm.
the most ambitious voyage of his age.
Amelia Earhart 1897–1939
So was Amelia. Amelia Earhart was the first aviatrix to cross the
women’s records and was instrumental in the
Atlantic ocean in a solo flight. She was an adven-
Fédération Aéronautique Internationale accepting
turer from the start. As a young child she would
a similar international standard.
explore her neighborhood with her sister, climb
trees, and shoot rats with a rifle. She first began
world. She never completed the flight and went
flying at the age of 19. In 1922, Earhart bought a
missing. She was officially declared dead two years
second hand yellow Kinner Airster Biplane and
later. Earhart’s accomplishments in aviation inspired
the following day she flew it to 14,000 feet, a
a generation of female aviators, including the more
new record for female flyers. Earhart continued
than 1,000 women pilots of the Women Airforce
to study flying and in 1928 she became the first
Service Pilots (WASP) who ferried military aircraft,
woman to fly across the Continental United States
towed gliders, flew target practice aircraft, and served
and back. In 1930, Earhart became an official of
as transport pilots during World War II. She had the
the National Aeronautic Association where she
heart of a lion and embodies the Coleman spirit.
actively promoted the establishment of separate
In 1937, Earhart attempted to fly around the
Sir Edmund Hillary 1919–2009
Edmund was one, too. Sir Edmund Hillary was a daring and fearless climber.
Along with his Sherpa mountaineer Tenzig Norgay,
ridge of Aoraki/Mount Cook, New Zealand’s highest
he became the first climber known to have reached
peak, on 30 January 1948.
the Summit of Mt. Everest. The two were a part
of the ninth British expedition to Everest. At 6 foot
highest Mountain in the world. After being blocked
five inches tall, he was lanky and uncoordinated as
from attempts for political reasons, Hillary was able
a teenager. Yet he had a love for adventure and
to join a British team in 1953. It took months in the
discovered as a young man that he had greater
bitter cold and snow, but Hillary and Norgay were
endurance than his piers. As a youth, he took on a
the only ones of their expedition to reach the
job as a bee keeper so that he could work during
summit, and went down in history for their accom-
the summers and pursue mountain climbing during
plishment. Hillary embodies the spirit of Coleman.
the winters.
Along with others, he climbed up the south
Hillary was dedicated to climbing Everest, the
Are you a Coleman? Magellan, Earhart, and Hillary all ran counter to
altered the lives of individuals. Coleman exists to
the commonly accepted notions of their times, and
serve the adventurers of today. From our board room
instead led lives as adventurers.
to our store room, we seek to explore. Like you, we
want to see what is around that next corner. This one
Coleman looks to these great explorers and
others to find its ways. Long before Coleman existed as a company, the spirit of adventure influenced and
is for the explorers out there. Join us.
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Produced in 2010 by Jordan Clare-Rothe Academy of Art University, 79 New Montgomery Street San Francisco, California
Copywrite Š 2010 Jordan Clare-Rothe No part of this book may be used or reporduced in any manner without written permission from the designer, except in the context of reviews.
Special Thanks to Instructor Hunter Wimmer and the students of the Graphic Design Department
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Coleman
Field Guide
Contents
Introduction
1
Legacy & Future
2
Mission Statement
6
History
8
Our People
14
The Old Lamp
18
The New Summit
20
Colors, Type, & graphics
32
The path ahead
41
Let’s Go!
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“The impossible missions are the only ones which succeed.” —Jacques Cousteau
Hello! Welcome to the Coleman Field Guide. This
version of a summit. Beyond being a mountain top,
guide is an instructional wayfinder that will help you
a summit represets accomplishment and personal
find your path through the new Coleman Brand
acheivement, which makes it very suitable for the
Identity. Whereas the other field guides you have
Coleman brand. The final section of the book
seen will instruct you on what flora and fauna you
shows new directions of products and services that
will see in a particular part of the world, this guide
Coleman could provide its followers.
will tell you how to continue building the Coleman
Identity through all the things that make up the
it is lost in a world of more rugged and desireable
company. What I have tried to do here is create not
competitors. With the new branding, Coleman will
only a new look icon or logotype, but a direction
be a company that is desirable. One that a person
for the brand to go in from a visual and emotional
setting out on a trip wil seek out, rather than accept
prespective. This is where the guide starts off.
as a cheap alternative. Coleman has a bright future,
From there, it moves into the new icon and logo-
and we hope you will join us. Let’s go!
type. The icon is based on the idea of a simplified
Coleman is a brand with great history, but
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Coleman Legacy
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Coleman Future
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Our Mission
Coleman Guide Book
At Coleman our Mission is to bring you to the places you never expected to go. We want you to explore further. Go on. Reach your summit.
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our History Coleman began at the turn of the Twentieth Century in Brockton, Alabama. Its first product was a kerosene lamp. Providing light in the darkness continues to be our goal.
W. C. Coleman could see the light for the darkness.
field at Fairmount College in Wichita, Kansas.
The young salesman was taking a stroll after a hard
According to Coleman historians, the first night
day’s work selling typewriters, and spotted a new
football game west of the Mississippi occurred that
type of lamp light in a drugstore window in Brock-
evening under Coleman gas lights and resulted in a
ton, Alabama. This new light burned with a strong,
24-0 shutout of Cooper College by the Fairmount
steady white flame and was fueled by gasoline. The
College Wheatshockers.
standard lamp of the era burned kerosene and
produced a smoky, flickering, yellowish light.
electric service was not an option in rural parts of
W. C. was stricken with very poor eyesight, and was
the country. When the sun went down, the work
very interested in this new, steady white light that
day ended. In 1909, W. C. Coleman started selling
enabled him to read even the smallest print in
a portable table lamp that would became a staple
books and on medicine bottles. Coleman saw
in rural homes, and five years later introduced a
potential in the new light, and through his vision a
product that would help transform the company
new company was born that would put America’s
from a local concern into a national necessity. The
farms and ranches in a new light, and would eventu-
new 300 candlepower lantern provided working
ally make his name synonymous with outdoor fun.
light in every direction for 100 yards and could light
At the turn of the century in America,
the far corners of a barn. The Coleman® lantern First Light (1900–1929)
lengthened the time farmers and ranchers could
In 1905, W. C. Coleman wanted to demonstrate just
work. This significantly boosted productivity, and
what his new gas lamps were capable of. He strung
fundamentally changed the work dynamic in rural
his lamps from poles on both sides of the football
America. It wasn’t just for civilians either, as the
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U.S. Government declared this lantern an “essential
item” for the troops serving in World War I, and
and manufacture a stove that met the Army’s strict
nearly 70,000 lanterns were distributed to Ameri-
specifications. The end product far exceeded
can forces fighting in Europe.
anything that the Army had requested: the stove
Work commenced immediately to design
could work at 60 degrees below and up to 150 Essential Equipment (1930–1945)
degrees above Fahrenheit; it could burn all kinds of
Less than twenty years later, World War II swept
fuel; it weighed a mere three and one–half pounds;
across the globe. Like many companies, The
and it was smaller than a quart bottle of milk. The
Coleman Company did its part to support the war
first order for 5,000 units was flown to U.S. forces
effort. Allied munitions and air forces contained
involved in Operation Torch, an allied invasion of
parts manufactured in Kansas by The Coleman
North Africa in 1942. World War II journalist Ernie
Company. In June of 1942 the Army Quartermaster
Pyle devoted 15 news articles to the Coleman®
Corps issued an urgent request to the Coleman
pocket stove and considered it one of the two most
Company. Field troops were in dire need of a
important pieces of noncombat equipment in the
compact stove that could operate within a wide
war effort, the other being the Jeep.
range of conditions in multiple theaters, weighed less than five pounds, could be no larger than a
Have Coleman will Travel
quart bottle of milk, and could burn any kind
When the war ended, Coleman’s business boomed.
of fuel. And, the U.S. Army wanted 5,000 of the
Since the company had been manufacturing
stoves delivered in sixty days.
products for the armed services during the war, the inventories of normal recreational products were
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“People do not decide to become extraordinary. They decide to accomplish extraordinary things.” —Sir Edmund Hillary
depleted, and there was an enormous backlog of
made an ideal traveling companion and was a must
demand for its regular products. And returning GIs
have for the family getaways.
had a familiar attachment to the Coleman name, given the tremendous success of the field stove. In
On the Bubble (1954–1999)
peace time, American families had money, a new in-
In 1954, if you had a cooler it was made of steel.
terstate highway system, and fancy new cars! Lower
The old steel ice bins, or “picnic chests” as there
prices made cars affordable for many families, and
were called, would sweat, rust, and were generally
with this newfound mobility came the urge to travel
inefficient. Three years later, a Coleman engineer
and explore. Car camping was all the rage. Travel-
saw a child blowing soap bubbles, and came up with
ers loaded up the station wagons and took off.
the concept that is basically the same process used
Roadways were improving, but hotels in those days
today for insulated coolers. A plastic “bubble” could
weren’t on every corner. Instead of check-in times,
be formed out of heated sheet plastic, and then
Vacationers simply pulled off the road and made
molded into the shape that is needed for the cooler,
camp on the roadside.
and finally is snapped into place. The product
A fold-up camp stove that W. C. Coleman had
revolutionized the Cooler industry in 1957, and the
first developed two decades earlier quickly found
cooler that Coleman manufactured as a result of
favor with the auto camping crowd. To retailers, the
this ground breaking process is lighter and more
two-burner stove was billed as a “keen cooker and a
efficient, and easier to clean than any cooler made
quick seller”. It found its way onto front porches and
to this date. This is basically the same process that
into hunting lodges, vacation cabins and camping
has been used ever since.
trailers. Along with the lantern, the camp stove
In the decades that have followed, The
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Coleman Identity Guide Book
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Coleman Company adapted to the changes and
vests, Hodgman® waders, Mad Dog Gear® ATV
trends in the business of outdoor recreation. We
accessories, and Helium® sports vests. It’s a
added tents and sleeping bags to our outdoor line
challenge to outfit yourself for outdoor fun and
in 1962. Coleman facilities spread across not only
not have something from the Coleman® family of
the country but also went international in the years
products with you.
that followed to meet the supply for our high quality
outdoor products. Coleman® battery lighting hit
light up four corners of a barn has become a
the market in the ‘80s, and the Coleman Company
company that has helped light all four corners of the
scaled new manufacturing heights by producing
globe. Coleman products have journeyed deep in
over 15 million products a year. The ‘90s see an even
the Sahara desert, and been along on treks all the
more comprehensive catalog of products sporting
way to the South Pole. Coleman lanterns guided
the distinctive Coleman logo, such as camping
aircraft to safe landings in the Andes Mountains
furniture and accessories, along with award-winning
in South America in the 1920s, and helped climbers
backpacking stoves with innovative fuel systems.
reach the top of Mt. Everest in the next century.
What started out as a lamp that could
Hiking, camping, fishing, hunting, boating, swimThe Big Tent (21st Century)
ming, four-wheeling, relaxing, tailgating… Being in
The Coleman Company, Inc. added many recogniz-
the outdoors has so much to offer, and Coleman has
able brands to our family of goods after the dawn
everything to help you get out there.
of the new century. Under the Coleman tent, you’ll
Copy from Coleman Company Website, Dec. 2010
now find Sevylor® floats and towables, Stearns® life
http://www.coleman.com/coleman/colemancom/
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Our People
Burner An artist who considers her whole life to be an art piece. She has been to the last six Burning Man Festivals. She doesn’t own a car and travels instead by bicycle, and lives in a large city.
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Nine Months on the Appalachian Trail This guy is a true modern day explorer. He doesn’t always pay his rent, but he always has the best outdoors gear. He pushes himself hard in the back country and expects his gear to be able to keep up. He might have holes in his pants, but they still get him where he wants to go.
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Our People
No Limits Climber She rock climb whenever she can. She has built her life around the outdoors. She is a college graduate, but she still works as a n instructor at a summer camp each year.
“If you have men who will only come if they know there is a good road, I don’t want them. I want men who will come if there is no road at all.” —David Livingstone
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Weekend Dad He works a full time job in the city. He has been divorced for three years three years now. He plays racquetball from time to time and goes to the gym. He likes to take his son on a camping trip now and then, but more often only makes it as far as the miniature golf course with him.
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The
old lamp
Slanted & Red The old Coleman icon featured a lantern, a tribute
today. Coleman has expanded to many facets of
to the first item manufactured by W. C. Coleman
the adventurers life. The Coleman brand is much
in 1905. It looks back at the companies past. It has
more than a World War II relic, and it’s signature
been set askew of an earlier logotype. It is in many
should be, as well.
ways a stale, outdated logo.
It is important to recognize that although
Coleman started with a lantern, it is much more,
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The
Summit Mark
Tough & optimistic The new Coleman icon is everything that Coleman
should be. It is tough, structurally sound, and
read the viewer makes, the capital letter C for
optimistic. The solid geometry of its form is no
Coleman. The elements of the shape also make a
nonsense. The viewer first perceives the mountain
gentle nod to a North pointing compass, an object
in the middle. This represents the summit, the
that represents direction in a world full of options.
high point, both literal and figurative, that every
The mark as a whole is strong, bold, and timeless,
adventurer aspires to go.
while the colors are decisively contemporary.
The entirety of shape makes up the second
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Lock-up
Coleman Identity Guide Book Coleman Identity Guide GuideBook Book
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Logo-
Symbol
Coleman
We’re Out There.
Signa-
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Breaking it Down
The Coleman logo is tough and durable. It can be
size to the height of the capital C in the logotype.
kicked around a campsite, but that doesn’t mean
that it should have to endure a drop shadow. Treat
used as part of the signature. This slogan shows
the symbol well. You never know when you are
that we are part of the tribe, we are a company
going to need it. There are a number of treatments
of people who not only build equipment for the
that are acceptable in different situations, and many
outdoors, we also take part in exploring.
that are not. Always follow the rules provided in
this document.
Bold. The slogan must be set in Sentinel.
Always leave an appropriate amount of space
around the signature. This space is equivalent in
The slogan “We’re Out There” should be
The logotype is in the typeface Gotham
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x
10 x
x x x
Coleman We’re Out There.
Clear
Minimum symbol size is ½ of an inch.
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Do this Do use the symbol in black and white when color is not available.
Do use the signature in black and white when color is not available.
Do reverse the symbol (but not the signature) reversed out of a photograph or a solid color. This should not be over the focal point of the photograph or any sort of pattern.
Coleman
We’re Out There.
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Don’t Do this Don’t use a drop shadow. Don’t stretch, skew, or otherwise distort the symbol.
Don’t use different colors in the symbol. Don’t
Don’t use the symbol in text
oleman
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Coleman Guide Book
We’re out there
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Color Palette
These are the colors we want to use. The use of
unrealistic to use for all colors in all documents.
yellow represents the Coleman spirit that we want
CMYK (cyan, magenta, yellow, and black) will be
to show through out our printed and web material.
used in most printed material, and RGB will be
In an otherwise terrestrial palette, the yellow and
used for material destined for the screen. When
orange provide a spark. The blue, gray, and brown
presented with the opportunity to use one Pantone
ground the spectrum.
color in printed material, use it for the yellow
Pantone colors will provide the truest representa-
or orange.
tion of the colors, but are a higher price and
Coleman Identity Guide Book
PMS 123 C PMS 130 M PMS 115 U CMYK: 0,15,100,0 RGB: 255, 212, 0
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PMS 1375 C PMS 144M PMS 144 U CMYK: 0, 50, 100, 0 RGB: 204, 123, 22
PMS 425 C PMS 425 M PMS 425 U CMYK: 60, 50, 50, 20 RGB: 100, 100, 105
PMS 4515 C PMS 4515 M PMS 451 U CMYK: 0, 0, 30, 40 RGB: 170, 166, 131
PMS 535 C PMS 535 M PMS 536 U CMYK: 20, 10, 0, 20 RGB: 165, 178, 199
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Type Use
All of the Coleman print material—aside from the
difficult to read in long stretches and should never
logotype lock-up—will be in two typeface, Vitesse
be used as a body copy.
and Verlag Book.
is a geometric sans-serif typeface designed also
Vitesse is a robust, muscular slab serif from
That is where Verlag comes in. Verlag book
the type foundry Hoefler & Frere-Jones. It gets the
designed by Hoefler & Frere-Jones. It is to be used
job done. Vitesse is to be used for headlines and
for body copy and sub-headlines.
short bits of text such as headers and footers. It is
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Vitesse Thin
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
Vitesse 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
Verlag 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
Verlag Book Italic
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
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Graphic Element
A diagonal line is the them of Coleman’s graphic
The diagonal can occur in one of two ways. The first is
element. The line should be at a 60 degree angle
a large swath that can run over black and photographs.
from horizontal. This is the angle of one side of an
Two large swaths can run over one another and multi-
equalateral triangle, which is the central symbol of
ply each other. Second, the diagonal can take place in
the new Coleman icon. A diagonal line also gives
a series of narrow one-point wide stripes.
the impression of action, which is in unison with Coleman’s message.
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Photography
The Coleman photographic style should always
with, and make you aspire to be there. Black and
be aspirational. It is about what is possible, not
white photographs should be used in good balance
what is. It is high drama in a world without enough
with color photographs.
of it. It is a step beyond what you are comfortable
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Coleman Guide Book
The Path Ahead
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Current Reach
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Camp Stove Tents Lanterns Grills Sleeping Bags Coolers Flashlights
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360째 of Coleman
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Back Country
Camp Stove
Back Country Food
Tents
Land Preservation
Guided Wilderness Tours
Rockclimbing Equipment
Backpacks
Backpacking recipes iPod App
Adventure Teams Physical
Gear for People with Disabilities
Snowboards Outdoors Club
Healthy Prepared Food Retail Outlet
TV Station Online Magazine GPS system
Back Yard
Solar Powered iPod Speakers
Mental
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“People Protect What they Love.” —Jacques Cousteau
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Land Preservation
At Coleman, we need to do more than build supplies to go into the outdoors. We need to take responsibility in protecting it. Coleman will buy private land and put it under public trust. It is the perfect brand combination. We will sell the gear that allows people to explore the outdoors, and we will make sure that those lands are protected far into the future.
While State Organizations are increasingly
strapped for cash and unable to fund public lands, Coleman will step in. After all, exploring natural lands means that they be preserved.
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Coleman Guide Book
Guided tours
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Coleman will move beyond producing objects. The New Coleman brand will offer guided tours. These adventure treks will take place on all seven Continents of the Earth. We will hire the best guides and take people of all different skill levels. This is at the very core of our brand. Those who are strong in their outdoors skills will be able to go farther than ever before. Additionally, people who never thought of themselves as outdoors types will be able to climb mountains, climb rocks, kayak, and mountain bike places they never before imagined. Packages will come in a day, a half week, a full week, two weeks, and the big daddy month long treks.
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We will take you on tours beyond your imagination.
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Retail Store
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We want to invite everyone to enjoy our new retail space. It is wide open, like the outdoors. In addition to holding all of our fine gear, there is also a rock climbing wall to learn the ropes, so to speak. Our retail space also house a cafe and meeting place for Coleman club meeting. So come on over, make yourself comfortable.
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Tents We know what you are thinking. Coleman already makes tents. They have done this for years. I have one that has been sitting in my garage for a decade. Well, the Coleman tent department, along with backpacks, stoves, and other gear departments, has tripled its research and engineering budget this year. Our tents are now lighter, more durable, and warmer. You can take our tents to the end of the world. Our old tents were for the backyard. These can accompany you far into the back country.
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Our tents will accompany you anywhere you want to go.
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Packs Coleman intends to make backpacks that will serve a wide variety of uses. Our packs will be rugged and tough, using the top technology of our revamped research and development department. We will make packs to prepare users for the very furthest reaches, as well as for taking all your things around town. Go on. Pack it up.
Coleman Guide Book
Solar Powered ipod speakers One of our favorite original inventions. The Solar powered iPod Speakers will never need to be plugged in. You could take them to your favorite campground in Yosemite for a year. One sunny day gives you 48 hours of continous music. Our speakers produce the finest sound quality. You can catch a fish while you listen to Phish. You can climb a rock while you listen to The Wall.
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Business materials Even though we would rather be outside in a Death Valley slot canon, we do have to spend time in the office. While we are there, we send out letters and hand out business cards. Here is some of the material we use while we wait for our next trip.
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To: Amelia Earhart From: Jordan Clare-Rothe RE: Thank you Date: December 9, 2010
Dear Mrs. Earhart, Thank you so very much for your adventurous spirit. We have modeled our company on your spirit of adventure and wanted to send a sincere thank you. I know this letter may never find its way to you, but that is not the point of it. You are a great hero and your dedication to adventure is remembered to this day. We at Coleman admire your heroics and willingness to fly above and beyond where anyone else of your day ever has. Our hats are off to you. Keep exploring! Beyond our commitment to the spirit of adventure is our dedication to our customers. Please allow us to use your image and quotations in our promotional material. We are your biggest fans.
Sincerely, Jordan Clare-Rothe The Coleman Company, Inc.
Jordan clare-rothe Never do things others can do and will do if there are things others cannot do or will not do. —Amelia Earhart
Creative Director The Coleman Co. Inc. p/ (316) 555-1212 f/ (316) 555-1213 e/ jcrothe@coleman.com
Adventure is worthwhile in itself. —Amelia Earhart
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Coleman
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Field Guide