Visual standards guide by RONGKE WANG

KELTY

VISUAL STANDARDS GUIDE

KELTY VISUAL STANDARDS GUIDE

KELTY

VISUAL STANDARDS GUIDE

In Backpacking the Kelty Way, Clinch later recalled, “Until Dick came along with the Kelty Pack, backpacks made your shoulders hurt. It was just awful...Dick’s design was revolutionary...he took the misery out of the sport.” He called Dick Kelty “the Henry Ford of backpacking.”

KELTY

VISUAL STANDARDS GUIDE

TABLE OF CONTENTS

NEW DEMEANOR Our New Logo

Proper Usage

Size Restrictions

NEW LOOK Color Standards

Typography Standards

Corporate Business System

EXTENSIONS Future Prospects

NEW DEMEANOR Our New Logo Proper Logo Usage Size Restrictions

KELTY

VISUAL STANDARDS GUIDE

OUR NEW LOGO

This the final version of new keltyâ&#x20AC;&#x2122;s logo. The kelty is an outdoor adventure brand, so modified an initial k with go concept. Combing compass arrow and road arrow elements to represent this concept. In addition, I am trying to work with a variety of shield elements into my new logo, making it looks more adventurous. The final shield choice is a best choice for outdoor adventure brand.

KELTY

VISUAL STANDARDS GUIDE

LOGO COMPONENTS

Kelty logo consist of three components which are the symbol and wordmark. The compass arrow, road arrow and shield element are represent go concept of the brand to empower and encourage people build a easy and carefree journey and help them achieve adventure and confidence in the future. This the final version of new keltyâ&#x20AC;&#x2122;s logo. The kelty is an outdoor adventure brand, so modified an initial k with go concept. Combing compass arrow and road arrow elements to represent this concept.

VISUAL STANDARDS GUIDE

SIGNATURE

WORDMARK

SYMBOL

KELTY

LOGO ANATOMY

Kelty visual identity program is not just a simple typography and symbol. The initial K indicate go concept with shield frame to bring an adventurous and effortless journey in the future life. When it appears on different color background, it should have different version of our logo. Here are some examples to show the new logo on the different background.The geometric k with geometric shield shape will function in all media: electronic, print, on screen, display.

KELTY

VISUAL STANDARDS GUIDE

19X 2 .5 X 6 .5 X

51X

X=width of small gap

CLEAR SPACE

The minimum clear area is shown below. This area is designated as being equal to the width of the letter k in logotype. The new signature of kelty needs clear space to make the visual system consistent. These should not be anything in the clear space area.

32X

KELTY

VISUAL STANDARDS GUIDE

51X

X=width of small gap

37X

6 .5 X

0.5X

5X 4 .5 X

4.5X

PROPER USAGE

When it appears on different color background, it should have different version of our logo. Here are some examples to show the new logo on the different background. The logo can be used in different ways, but only as right list. If on the white background, the logo should retain original colors. The logo can be on a yellow background as long as the parts on the logo which were yellow are reversed to dark gray. If the logo is to be used on a dark colored background other than yellow, the entire logo should be yellow or white.

KELTY

Vertical Lockup

WORDMARK

VISUAL STANDARDS GUIDE

Horizontal Lockup

Icon

SIZE RESTRICTION

Dimension restrictions help to indicate the proper size for each variation. Follow the diagram to determine which mark to use in different mediums or different sizes of work depending width and length requirements. To ensure kelty logo is clear and recognizable, some reduction restrictions are established. Each version has its own minimum size limitation.

KELTY

HEIGHT

10M

5CM

SIGNATUTE

VISUAL STANDARDS GUIDE

WORDMARK

ICON

INCORRECT USES

Drop Shadow

Outline

Cropping

Stretch

Rotation

Misplace

KELTY

VISUAL STANDARDS GUIDE

The presentation of the new logo kelty have to be legible to identify. In order to maintain the consistency, all of the variations should be used in the original form. Below are unacceptable ways to use our logo. Many of these examples either break the guidelines we have set, or place the logo in a situation which does not maximize legibility.

Patterns

Miscolor

Gradients

Space Violations

Emboss or Bevel

Transparecies

KELTY

VISUAL STANDARDS GUIDE

NEW LOOK Color Standards Typography Standards Corporate Business System

KELTY

VISUAL STANDARDS GUIDE

COLOR STANDARDS

The color choice of the new version for the kelty is solid and steady. The dark gray and passionate yellow color is represent the effortless and adventurous, which is the concept of what is truly outdoor adventure.

CMYK / 66,58,49,26

CMYK / 0,22,99,0

RGB / 87,88,96

RGB / 255,200,15

LAB / 37,1,-5

LAB / 84,10,82

HEX / #57575f

HEX / #ffc70f

TYPOGRAPHY STANDARDS

KE LT Y Graphik typeface was designed by Christian Schwartz and Berton Hasebe in 2009. The dominant trend of the mid twentieth century simple sans serifs still reverberates in visual culture. Graphik proves that it is still possible to create something refreshing inspired by this era.

KELTY

VISUAL STANDARDS GUIDE

GRAPHIK BOLD

GRAPHIK BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()_+?/[]\

GRAPHIK MEDIUM

GRAPHIK MEDIUM ITALIC

ABCDEFGHIJKLMNOPQRSTVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()_+?/[]\

GRAPHIK REGULAR

GRAPHIK REGULAR ITALIC

ABCDEFGHIJKLMNOPQRSTVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

!@#$%^&*()_+?/[]\

TYPOGRAPHY STANDARDS

The business system for kelty is meant to be an introduction. Colors on the mark and logotype system will be changed depending on what section of brand is being represented.

KELTY

VISUAL STANDARDS GUIDE

EXTENSIONS Future Prospects

KELTY

VISUAL STANDARDS GUIDE

EXTENSION CHART

E XPER IENCE

A D5

TR1

A D6 AD1 TR3

GU2 SP2

TR 2

E N J OYME N T

G U3

R2 AD2 G U1 AD3

AD4 AD7

SP1

R EL A XA TION

KELTY

VISUAL STANDARDS GUIDE

Kelty is bringing in new version to work on their mission. The future extension include three core centers. The kelty with experience, enjoyment and relaxation. For the rebrand strategy, I carry the brand original soul that is make peopleâ&#x20AC;&#x2122;s journey fun and effortless to help them achieve an adventure and confident in the future life.

KELTY RETAIL

KELTY TRAINING

KELTY TRAVEL GUIDE

Outdoor Wearable Gear

GU1 Travel

Emergency Platform

T R1

Wilderness Survival Class

Outdoor Functional Gear

GU2 Travel

Route Plan

T R2

Natural Explore Class

Wilderness First-aid Gear

GU3 Learn

T R3

Farm Boot Camp

Online with Kelty Expert Advice

KELTY ADVENTURE

KELTY SPORTS

AD 1

Outdoor Sports Club

SP1

Outdoor Camping

AD 2

Fitness Center

SP2

Open Water Swimming

AD 3

Boxing Center

AD 4

Outdoor Spring Skiing

AD 5

Outdoor Rock-Climbing

AD 6

Outdoor Bicycle Competition

AD 7

Outdoor Recreation Center

EXTENSION DESCRIPTION

KELTY RETAIL

KELTY TRAVEL GUIDE

Outdoor Wearable Gear

Travel Emergency Platform

A new kelty brand can provide all wearable outdoor gear products to make people feel more comfortable during their trip.

Kelty can provide a platform to help people how to face emergency circumstance during the trip.

Outdoor Functional Gear Kelty can provide all functional outdoor gear products to help people more convenient and easy during their trip. Wilderness First-aid Gear Kelty can help outfit you with the safety and emergency gear you need to be confident outdoors.

Travel Route Plan Kelty can make a specific route plan to different targets in order to provide an intriguing journey for audiences. Learn Online with Kelty Expert Advice Browse over 350 how to articles and videos designed to help you shop wisely and learn outdoor skills from right here.

KELTY

VISUAL STANDARDS GUIDE

KELTY TRAINING

KELTY SPORTS

Wilderness Survival Class

Outdoor Camping

Kelty can provide a class to teach people some survival skills during the trip.

Kelty can held a outdoor camping activity to help people how to find way out.

Natural Explore Class Kelty will open a workshops which support adults who work with children in environmental education programs. Farm Boot Camp Kelty can help you experience an unique training and intense your rigorous physical training. This experienceÂ can let you know more team collaboration and enhance your endurance.

Open Water Swimming Kelty can organize an open water swimming activities to help people strengthen their body and enrich their trip.

KELTY

VISUAL STANDARDS GUIDE

KELTY ADVENTURE Outdoor Sports Club Kelty sports club helps people make new friends and touch more outdoor sports. Fitness Center Kelty fitness center help you build a strong and healthy body for your future trip. Outdoor Recreation Center Kelty can provide cabins and campsites to rent, plenty of space to hike or have a picnic, and clean lake in which to boat,fish. Boxing Center Kelty boxing center will provide an exciting and passionate experience to people, letting them become more tough.

Outdoor Bicycle Competition Kelty can promote a bicycle competition to cultivate peopleâ&#x20AC;&#x2122;s team collaboration and personal responsibility. Outdoor Skiing Kelty can held an adventurous activity to make the journey fun and exciting. Rock-Climbing Kelty will create a special adventurous experience to people, making them have a bold and exciting trip in the future.

KELTY RETAIL

KELTY

VISUAL STANDARDS GUIDE

MAKE YOUR TRIP FUNCTIONAL AND CAREFREE

Kelty can provide all functional outdoor gear products to help people get more convenient and easy during their trip. Focused on performance camping gear, outdoor glover, tents, backpacks, outdoor functional tool providing the gear you need for all your adventures. Kelty is your trusted brand all things outdoor & adventure. Boot up and lace them up tight. Your boots will make or break your trip. Youâ&#x20AC;&#x2122;ll enjoy hiking more with sneaker and running shoes that offer a balance between being fairly light and yet moderately supportive. Boots wonâ&#x20AC;&#x2122;t provide enough support or sufficient traction.

KELTY

VISUAL STANDARDS GUIDE

KELTY ADVENTURE

KELTY

VISUAL STANDARDS GUIDE

THE FAST AND FURIOUS EXPERIENCE IN KELTY

Kelty can promote a bicycle competition to cultivate peopleâ&#x20AC;&#x2122;s team collaboration and personal responsibility. This competition is related to the our mission empower and encourage people to build a easy and carefree journey and help them achieve adventure and confidence. On the other hand, cycling is mainly an aerobic activity, which means that your heart, blood vessels and lungs all get a workout. You will breathe deeper, perspire and experience increased body temperature, which will improve your overall fitness level. So, you can get more benefits from this activity.

KELTY

VISUAL STANDARDS GUIDE

RELAX YOUR MOOD, ENRICH YOUR LIFE

Kelty can provide cabins and campsites to rent, plenty of space to hike or have a picnic, and clean lake in which to boat,fish. This experience not only help people release their pressure, but also can let people close to the nature. Fishing is one of lifeâ&#x20AC;&#x2122;s most therapeutic experiences and can often be rewarded with a free dinner! Not only can you get free delicious food, also you put yourself into the nature and relax your emotions. Also, taking a picnic with your family or friends is also a best choice when you feel tired. Of course, if you are seeking solitude, you should not choose the city center as your picnic spot as this area is filled with noise and commotion. On the other hand, if you would like to go somewhere with a majestic view, then itâ&#x20AC;&#x2122;s a good idea to feast on the peak or top of a hill or a summit.

KELTY

VISUAL STANDARDS GUIDE

BUILD A STRONG BODY FOR ADVENTUROUS TRIP

Kelty fitness center help you build a strong and healthy body for your future trip. Kelty can provide a professional equipment and excellent environment to people for building a healthier and stronger body. Many people feel that they must be doing something wrong because they aren’t getting the same results, muscular strength or muscular development as another person. It’s important to realize that there are some primary factors affecting every individual’s ability to achieve strength and muscle development, and we have little or no control over most of them. So, kelty will provide a specific plan for you and help you build a stronger body in a short time.

KELTY

VISUAL STANDARDS GUIDE

A BOLD AND EXCITING EXPERIENCE IN KELTY

Kelty will create a special adventurous experience to people, making them have a bold and exciting trip in the future. Ascending a cliff, boulder or even an indoor rock wall requires a large amount of physical strength and endurance. Some conquer climbs through nutritious meals and campus board pull-ups. Meanwhile, for some diehard climbers, that endurance was historically powered by canned beans and a wide variety of snacks. Contrary to what many beginners may believe, climbing requires much more than upper-body strength. The success of sending—or completing —a route relies heavily on a long list of physical factors, including intricate footwork, lower body strength and lean muscle mass. Although not often thought of as a common form of cardio, ascending walls is a sure way to get your heart pumping, similar to the way climbing stairs or jogging does.

KELTY

VISUAL STANDARDS GUIDE

MAKE YOUR BODY FLEXIBLE AND RELAX

Kelty can held an adventurous activity to make the journey fun and exciting. Skiing is a really a good sport to control yourslef balance and make yourslef more free and flexible. The art of skiing is to keep yourself steady on the slippery slope. To help balance yourself, you naturally engage your core stability muscles. Whether you’re a beginner or an advanced skier, you will be giving your cardiovascular system a good workout on the piste. Improving your cardiovascular system means elevating your heart rate which increases blood circulation, bringing more nutrients and oxygen to your tissues and helping to remove waste from the body more quickly.

KELTY

VISUAL STANDARDS GUIDE

AN UNIQUE EXPERIENCE AT KELTY BOOT CAMP

Kelty can help you experience an unique training and intense your rigorous physical training. This experienceÂ can let you know more team collaboration and enhance your endurance. Most Outdoor Boot Camp programs do not involve actually camping. Individuals usually visit a fitness center to perform the Boot Camp exercise routine several times a week and return home after the completion of each class. However, there are still some destination camps where individuals stay at a resort, perform exercise routines and attend classes associated with proper dietary intake, and learn several fitness approaches designed to promote good overall health and fitness. But, kelty will provide an actual place to help people to intense their rigorous physical training.

KELTY

VISUAL STANDARDS GUIDE

AN EXTREMELY TOUGH EXPERIENCE YOU CAN TRY

Kelty boxing center will provide an exciting and passionate experience to people, letting them become more tough.Â Boxing as a sport requires a high level of athletic prowess: strength, speed, agility, hand-eye coordination, endurance, nerve, and power, just to name several required attributes. Boxing as a fitness activity enables the average person to hone those same athletic skills, all without having to take a punch. If youâ&#x20AC;&#x2122;re hoping to get in great shape and improve your health, you just might want to sign up for a membership to kelty boxing gym. Kelty will provide a unforgettable and sophisticated experience to you.

KELTY

VISUAL STANDARDS GUIDE

KELTY SPORT

KELTY

VISUAL STANDARDS GUIDE

AN NICELY SPORT TO STRETCH YOUR BONE

Kelty can organize an open water swimming activities to help people strengthen their body and enrich their trip. This experience is no limitation to for the distance, you can try your best to show your physical power. Swimming in a pool is one of the best workouts: it tones the entire body and doesn’t require any fancy equipment. But if you’re tired of staring at the same black line on the bottom of the pool, open-water swimming offers new challenges and scenery. Boredom isn’t the only reason to make the switch; taking the plunge into the cold water may boost your immune system and blood circulation. Your body reacts to the cold by producing more white blood cells, which help fight infections, and increasing blood flow to your organs.

KELTY

VISUAL STANDARDS GUIDE

KELTY

Design Rongke (Carrie) Wang Professor Hunter Wimmer Class Nature of Identity

VISUAL STANDARDS GUIDE