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our legacy 08
How Coleman became a way of life in America
a fresh start 26
We are excited about our bold new look
moving on 54
Taking adventure to new heights
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our legacy How Coleman became a way of life in America
Discover how Coleman came to be a way of life in America. And why it still is.
More than 100 years ago, a young man with an entrepreneurial spirit and a better idea began manufacturing lanterns in Wichita, Kansas. His name was W.C.Coleman. And the company he founded would change life in America. A fascinating saga, if we do say so ourselves. One filled with historical significance, amazing innovations and delightfully fun things to know. Innovative products that make spending time outside a pleasure. There are coolers that keep food and drinks cold for several days. Airbeds that are comfortable and won’t deflate during the night. A complete line of LED lights that are really bright and last a long time. Portable grills that are powerful and cook with an authentic open-grill flame, and much, much more. Settle back and discover how Coleman came to be a way of life in America. And why it still is.
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Filled with historical significance, amazing innovations and fun things to know.
company history
A man with poor eyesight but remarkable vision In 1900, a young man bent on replenishing his educational funds so he could complete his last year of law school set out to sell lamps in Kingfisher, Oklahoma. He had first encountered the lamp that would change the course of his life in a drugstore window. Plagued with such poor vision he sometimes had to ask classmates to read aloud to him, the brilliant light from that window stopped W.C.Coleman in his tracks. He discovered he was able to read even the small print on a medicine bottle by this light. The lamps had mantles, not wicks, and were fueled by gasoline instead of coal oil. And when W.C.Coleman heard the company was looking for salesmen, he bought their inventory. He could sell these lamps in a flash. In 1902, W.C.Coleman relocated to Wichita, Kansas, reasoning it would be about the center of his potential territory.
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A little industrial complex Coleman hits the road The sunshine of the night on the prairie After the war, people had money and W.C.Coleman was able to purchase the W.C.Coleman surrounded himself with were ready to have fun. Prices made cars inventory and patents for the Efficient talented people, including his son Sheldon affordable for many families, and with Lamp in 1901. After years of servicing the Coleman who had a degree in mechanical mobility came the urge to travel and lamps, he knew he could design a better engineering and firsthand production explore. Motor camping became the product. Electricity was undependable in experience working in the company’s rage. Roadways were improving, but they urban areas and unavailable in rural areas. Canadian plant. weren’t dotted with accommodations. In 1909, Coleman introduced a portable The fold-up camp stove Coleman table lamp that became a staple in rural As markets evaporated due to widespread homes. And in 1914, the young company developed in 1923 quickly found favor rural electrification, the company began introduced the 300 candlepower lantern with the motor camping crowd. turning out the gas floor furnaces and that made it famous. It could provide light oil space heaters that would enable it to To retailers, the two-burner was billed as to the far corners of a barn up to 100 yards. a “keen cooker and a quick seller.” It found survive the Depression. Its manufacturing its way onto front porches and into hunting capabilities were now considerable. The Coleman lantern extended the Coleman was said to have the largest lodges, vacation cabins and camping time farmers and ranchers could work, number of working metal lathes west of trailers. Along with the lantern, which had significantly increasing productivity. It the Mississippi. And they would soon suddenly found a new market, the camp changed life in rural America. During stove made an ideal traveling companion. see heavy action. World War I, the government declared During the next decade, Coleman would it an essential item. Nearly 70,000 overtake its competitors and dominate were distributed. By the close of the the market. decade, the company was a bona fide manufacturing concern. Factory output had increased from 120 lamps in 1909 to 50,000 by the year 1920.
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The heat of battle Coleman’s biggest customer became the U.S. military. During World War II, its Wichita plants cranked out projectiles for the Navy and parts for B-17 and B-29 bombers. But their most valuable contribution to the war effort was the development of the GI Pocket Stove. The specifications seemed impossible. The stove had to be lightweight, no larger than a quart thermos, burn any kind of fuel, and operate in all types of.
Tapping right into America’s outdoor interests All signs said America was moving outdoors. And Coleman moved with it. The lantern and the camp stove, both category leaders, became anchors for an expanded line of leisure products, beginning with a galvanized steel cooler introduced in 1954. Three years later, Coleman revolutionized the industry by developing a process to make a plastic liner for coolers and jugs.
In fewer than 60 days, Coleman was able to With a clear focus on developing and marketing products to help people enjoy demonstrate a working prototype. And in the outdoors, the company made several November 1942, thousands of Coleman’s little stoves were used by U.S. forces. In all, strategic acquisitions that allowed it to quickly add tents and sleeping bags to over a million were produced. its growing recreation line. By the time the ‘60s drew to a close, the company that began as a one-man light utility had become the biggest name in the camping business.
Climbing mountains and fording streams A 1982 article in Southern Outdoors described Sheldon Coleman Sr. as a “blend of superlative sportsman and masterful businessman”. By his own calculation, he had paddled some 5,000 lifetime miles. He knew as much about traversing various kinds of waterways as anyone and won the hearts of canoeists and fishermen alike with a line of Coleman branded marine products.
Never a dull moment on our drawing board The Coleman Company has been on a roll for more than 100 years. A brandnew generation of lanterns and stoves run on Coleman’s innovative Powermax fuel system, coolers with wheels and electric coolers with lights, and dual fuel appliances, an accessory line with more than three hundred separate items, and great backpacking gear.
Coleman is a company with an uncanny ability to adapt to change. A company A small stove, descended from the GI with an intimate understanding of the Pocket Stove, was the first product in a consumer. Coleman was purchased by line of lightweight, high-performance Jarden Corporation, a leading provider gear. The line grew to include sleeping of niche consumer products used in and bags, lanterns, tents, cookware and a pack with a revolutionary plastic frame as around the home. Coleman is dedicated to renewing and strengthening the opposed to the traditional aluminum. In company’s commitment to the outdoors 1981, Sheldon Coleman Jr. became the third generation to be part of the business, and to inspiring people to get outside. which was turning out 15 million products a year by the end of the decade.
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Trusted for generations by families and happy campers
what we were
Careful Conservative Happy campers Meticulous Carefree Happy-go-lucky Leisurely Old-fashioned Peace lovers Picnic enthusiasts
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Our people live to love adventure
how we look now
Fearless Hardworking Organized campers Energetic Resourceful Fun Adventurous Outdoor enthusiasts Health-conscious Marathon runners
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Meet the people to live to love adventure
the adventure seekers
The The The The The The
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Conscious Yoga Instructor Computer Geek Stay-at-home Mother of Two Outdoor Enthusiast Hardworking Handyman Sleek Entrepreneur
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The Conscious Yoga Instructor
The Computer Geek
asha, 29 Asha is a free-spirited self-confessed yoga enthusiast and follows a strict vegan diet. She runs her own yoga class in Orange County. She enjoys wearing simple, comfortable organic cotton work-out clothes, since she’s in these clothes for most part of her day.
DAN, 27 Dan has had a bad experience while camping with his cousins while he was in high school. His tent sleeping bag got burnt when a lantern toppled over it. Some of his friends go mountain biking and trekking around Northern California every long weekend, and he joins them occasionally, after much pestering.
Asha doesn’t mind paying the extra few dollars for upcoming clothing brands, and she mostly shops at mom-and-pop stores and farmers markets. She runs yoga camps for children, and loves to teach them to relax out in the open, and enjoy nature. Asha enjoys meditating at her yoga studio, with lavender incense, to clear out her body and soul. She travels to a small village in North India every year to meet her Yoga Gurus and other yoga practitioners. She loves to walk barefoot, especially on the beach. She doesn’t own any high heel shoes, and is usually barefoot at her class most of the time. Asha is married since a year, and her husband owns an art studio next door to her yoga class.
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He doesn’t own lots of outdoor equipment, but whatever he owns is high quality, and usually bought online to save trips to the department store. He prefers to pay a little extra for something durable. Dan works out at the gym at his office straight after work, but he is rarely seen outside of work, except on weekends. He spends most of his time at his desk. Not to impress his boss, but because coding is his first love anyway. Dan would like to be more outgoing, and he would like to meet that someone special soon. He visits his family across the coast in New York every once in a while. He feels very uncomfortable and claustrophobic on long flights.
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The Stay-at-home Mother of Two
The Outdoor Enthusiast
jennifer, 33 Jennifer is the typical suburban superwoman. She is an excellent and efficient cook, and she cooks meals for most part of the week for her husband and children. She is a huge fan of day spas. She is frequently spotted there in the afternoon, getting a manicure and pedicure, and catching up with her friends at the salon.
STEVE, 23 Steve has been a life-long subscriber to National Geographic and his favorite TV channel is Discovery Channel. He likes rock-climbing, kayaking, trekking, etc., and he is up for an adventure anytime.
She is an afternoon TV addict. HGTV, Food Network and Travel Channel are her favorite channels. Jennifer volunteers in her free time, and is an active PTA member. Her home is neat and orderly at all times. Jennifer is a mother of two children, a boy and a girl aged three and six. She quit her job to be a full-time stay-at-home mom. Jennifer and her husband love to take their children for outdoor holidays, especially to children-friendly places. Her very busy husband prefers an outdoors vacation to unwind, rather than an urban vacation. She always prefers to stock up her home and pantry whenever great deals are available at the mall or at supermarkets. She is efficient and creative with making most of what she has, and at stretching her dollars.
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Steve is a member of the REI Club, where he shops for all his outdoor requirements. His garage is full of all sorts of outdoor gear, and he prefers lightweight gear. Steve is a physical trainer, with a great sixpack at works as a training consultant at a high-profile gym, as well as a personal trainer for many athletes and celebrities. Steve has been seeing his girlfriend for a while, and he plans to propose to her during their next skiing trip. He has a strict exercise and diet regime, and his girlfriend shares the same love for fitness as well. Steve usually shops at Whole Foods and GNC, and he knows his way well around these stores.
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The Hardworking Handyman
The Sleek Entrepreneur
Bob, 37 Bob is a father of three children of similar age. His family loves road trips, and they usually drive across two to three states to various affordable campsites every summer. He works hard all year long to eb able to afford this. He was brought up in a big family, and he believes that a summer vacation is essential for the family to meet extended family who live far away. Bob usually looks for great deals and discounts at the local Walmart for tents, jackets, barbecue grills and other equipment the family really wants.
patrick, 45 Patrick has been training extensively to participate in Tour de France next year. Lance Armstrong is one of his idols. He travels alot, usually in business class, because he prefers the comfort and amenities. He is also a member of most airport lounges and stays in the best business hotels all over the world.
He prefers buying products that are well known over the years. Coleman is the perfect choice for him, because the company has a good name over the years. Bob and his wife are huge fans of garage and yard sales. They don’t mind used things for themselves and their children, as long as its a quality brand name. He is usually very protective of his children, and he closely monitors what they do. They do not have a computer or the internet at home. Bob meets his buddies for beer and pool every Friday night, where they unwind and talk about their work, clients and politics.
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Patrick is a big fan of good quality sport wear, and he uses alot of outerwear when he goes skiing in the Alps every other year. He has fond memories of camping since he was little. He enjoyed campfires, smores and telling horror stories to his siblings and friends. Patrick prefers sleek, light, and easy to carry cabin luggage for his business trips. He got divorced a few years ago, and he doesn’t have any children. He isn’t looking for a serious relationship any longer, but likes to go out on casual dates. Patrick has spent most of his time building and selling many of his successful business ventures.
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a fresh start We are excited about our bold new look
Coleman presents a whole new world of adventure and exploring the great outdoors
our exciting new path
the brand for all altitudes and all attitudes Coleman has always been a leader in technology and innovation. Now, Coleman strives to merge its legacy with a modern outlook and be there for all seasons, for all activities, for all people. The expanded range of Coleman products and services spans across every layer—the sky, mountains, land, water, or underwater. In short, Coleman is the new face of outdoor and comfort, at the same time bringing in the adventures of a lifetime.
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2.98x
0.55x
Presenting the brand new Coleman logo
LOGO ANATOMY
0.58x
x
2.85x
1.15x
3.40x
1.40x
0.25x
5.38x
THE coleman TRICOLOR TRIANGLE LOGO The new Coleman logo has been designed keeping in mind its practical applications and new brand values. The logo has to be easy to be embroidered on clothing, easy to be created into a patch, and easy to be decaled, debossed or embossed on other equipment. The new Coleman logo has moved away from the red color, and the lantern icon, because now, Coleman is much more than just that. The colors represent the sky, the mountains and the lush landscape. The multi-layered logo implies the use of Coleman products for all kinds of activities—in the sky, mountains, land, and underwater.
Please note that on the opposite page, the lines over the Colemark signature logo have been added for explanatory purposes only. These lines are never intended to be used anywhere over the symbol, wordmark or signature logo.
x
x
4.80x
4.20x
The symbol is inspired from the triangular shape—denoting a camp, shelter, protection, and mountains. The cool, soothing and organic colors imply modern outdoor activities—bringing together adventure along with the great outdoors and a feeling of comfort. The height of each triangular peak is defined by the measurement “x”, as shown. This measurement “x“ is also the distance of the wordmark from the axis lines of the peaks. The logo can be used in three ways where applicable—only the Coleman triangle symbol, only the Coleman wordmark, or the Coleman signature logo.
x 0.20x x
0.60x
Please refer to the ‘Unacceptable Logo Usage Page’ for more information on correct logo usage.
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How the new Coleman logo evolved
design progression
This page: The two columns on the left show initial pencil and marker sketches. The two columns on the right show variations of the triangular form. Opposite page: The shortlisted options of the layered logo symbol. The symbol in the box was chosen to be the new Coleman logo symbol, with the symmetrical axis and layer heights. The symbol was mirrored to accommodate the wordmark at the left bottom of the longer side.
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The Coleman logo must be used in the following manner for all other applications such as garments and equipment.
LOGO variations
logo appplications
clear space Clear space is the area surrounding the signature logo, triangle symbol and the wordmark that must be kept free of other graphic elements. The minimum required clear space is defined by the measurement “x“, as shown below.
x
x
x
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TRICOLOR The full color logo is to be used for all types of packaging, patches, decals, clothes tags, labels, website, advertisements, signages, communciation, etc., where full color usage is required, permissiable or available.
x
x
x
triangle symbol
x
x
x
x
x
x
The logo is to be used only when the surface is of a light or neutral color, where the logo is clearly visible. The logo colors must match the Pantone Matching System (PMS) colors.
single color/reverse The single color logo is to be used in either black or white, depending on the background colors and visibility, or where only black and white printing is available. The logo may not be used in only one of the three primary colors, or in any shades of grey.
EMBROIDERY The logo embroidery pattern shown here is to facilitate the understanding of the depths of embroidery. The embroidery threads on the garment or patch must be white or black, or must match the Pantone Matching System (PMS) colors. The embroidery on the outlines and the wordmark is to be raised, while the three grey color patches denote comparatively flatter filled-in embroidery.
wordmark
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The logo treatments on this page are to be avoided everywhere the logo is used
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coleman Do not use the logo in any other percentages of opacity, unless used as visual elements
Do not change the kerning of the wordmark
Do not change the typeface of the wordmark
Do not stretch the logo in any direction
Do not put the logo over images without contrast, white space, or where the logo is not visible.
Do not use gradient effects
Do not switch the colors
Do not change the propotions of the symbol and the wordmark
Do not rotate the logo
Do not change the placement of the wordmark in the signature logo
Do not outline the symbol or the wordmark
Do not use drop shadows
Do not use other colors, even if from the expanded palette
Do not render the logo in 3D, bevel, deboss or emboss
Do not add images in the logo element unless it is abstracted or used as a visual element
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Our colors are the spirit of our new brand
primary color PALETTE
expanded color PALETTE
aRCTIC 60% Tint 30% Tint
aRCTIC PANTONE Pantone 297 C Pantone 297 M Pantone 297 U
cmyk C49 M1 Y0 K0
rgb R113 G206 B245
hex 71cef5
DAWN 100% and 50% Tint equator PANTONE Pantone 7519 C Pantone 7519 M Pantone 7519 U
cmyk C51 M59 Y98 K48
rgb R87 G67 B25
hex 564319
lush PANTONE Pantone 7491 C Pantone 7491 M Pantone 7491 U
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cmyk C58 M28 Y100 K9
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rgb R119 G142 B29
hex 778e1d
LAND 100% and 50% Tint
PANTONE Pantone 158 C Pantone 158 M Pantone 158 U
PANTONE Pantone Warm Gray 7 C Pantone Warm Gray 7 M Pantone Warm Gray 7 U
cmyk C0 M61 Y98 K0
cmyk C34 M33 Y39 K1
rgb R245 G128 B38
rgb R172 G161 B150
hex f58026
hex aca196
equator 60% Tint 30% Tint
lush 60% Tint 30% Tint
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A simple way to generate abstractions from the symbol and using the symbol elements creatively
VISUAL ELEMENTS
Some Roman bricks from the first century A.D. bear identifying marks impressed into their surface. Later, from the twelfth through the eighteenth centuries, German stonemasons used a system of identifying their work based on a special grid from which to derive their personal mark. The Mütterfiguren, or “Mother marks” appeared to be based on that grid.
The Coleman triangle symbol has been designed to offer multiple abstractions from the three elements—the sky, the mountains, and the lush land. The symbol elements may not be used as a whole, but only when it has been tightly cropped to the appropriate propotion of the artwork. The elements may only be flipped horizontally, and not vertically. Parts of the symbol may also be used in a similar fashion, but only when made to look abstract rather than the symbol itself. The diagram on the opposite page shows the shapes that can be formed from the intersection of the elemental planes, inspired by the Mütterfiguren concept (Mother marks). Any of these shapes
may be used in a propotional outline weight or opacity. Any percentage of opacity along with outlines of the same color over images is permitted—although outlines and solid fills cannot be used together in the same element. The sky element and its abstractions can only be used when in the Coleman Arctic color. If used as an outline, then any color is acceptable. Similarly, the mountain and land elements and their respective abstractions can be any outline color but can only be used solid when in the Coleman Equator and Coleman Lush colors respectively.
Please note that on the opposite page, the lines over the Colemark traingle symbol have been added for explanatory purposes only. These lines are never intended to be used anywhere over the symbol, wordmark or signature logo. Please refer to the ‘Unacceptable Logo Usage Page’ for more information on correct logo usage.
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The Coleman wordmark typeface has been carefully transformed for optical alignment
a fresh start with a refreshing typeface THE coleman wordmark typeface The new Coleman wordmark is a modified version of the typeface Reflex Regular, designed by Alejandro Paul, an Argentinian typographer who lives in Buenos Aires and teaches graphic design and typography at the Universidad de Buenos Aires. In 2002, at the Typeworx foundry, he published Reflex, a commercial six-style unicase font family. Alejandro Paul has created more than sixty unique and modern typefaces till date. His work has been featured in publications around the globe, including Step, Creative Review, Creative Arts, and Novum among several other publications. Reflex Regular was considered to be the most appropriate typeface for the new Coleman wordmark because of its modern and rounded sans-serif style.
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TRANSFORMaTION Several letters from the Reflex Regular typeface were found to have sharp edges and therefore it was modified to suit the new Coleman brand philosophy. The transformations are:
1.
4.
2.
5.
3.
6.
1. The wordmark in the original typeface 2. The letter L was reduced to the x-height of the typface 3. The stroke of the letter L was extended 4. The spacing between the letters was equally aligned 5. The letter E was relaced with the letter A, inverted 6. The terminals of letters E and A were reduced to balance out the base of the letters
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The Coleman typographic system reflects its modern brand values, whilst retaining its rich history
a universal typographic system
Adrian Frutiger is one of the most prominent typeface designers who continues influencing the direction of digital typography. He is the creator of the typefaces used by Coleman: Serifa and Avenir. He has also won several awards for his typfaces. His typefaces include: Ondine, President, Meridien, Egyptienne, Univers, Apollo, Serifa, OCR-B, Iridium, Frutiger, Glypha, Icone, Breughel, Versailles, Linotype Centennial, Avenir, Westside,
SERIFA Adrian Frutiger developed Serifa in 1964, and it was released by the Bauer Type Foundry in 1967. He based the shapes in Serifa on those in Univers, the sans serif family he designed in the 1950s. While Serifa retains the geometric, linear skeletons of Univers, it has the addition of unbracketed square serifs, a squatter x-height, and boxier caps. Because of these characteristics, Serifa is a true representative of the slab serif or Egyptian style. Slab serifs designs first emerged at the beginning of the nineteenth century and have had a couple popular revivals in the twentieth century. Serifa is surprisingly elegant and legible, and with its six weights, it functions well in both text and display typography. Usually, slab serif types are blocky and difficult to read in text, but Serifa has more humanistic forms that are highly readable for both text and display applications such as headlines, captions, or corporate logos. All these features make Serifa an appropriate typeface for the new typographic system.
AVENIR Adrian Frutiger designed Avenir in 1988, after years of having an interest in sans serif typefaces. In an interview with Linotype, he said he felt an obligation to design a linear sans in the tradition of Erbar and Futura, but to also make use of the experience and stylistic developments of the twentieth century. Avenir was originally released with three weights, each with a roman and oblique version. The typeface family was later expanded to six weights, each with a roman and oblique version. The word Avenir means ’future’ in French and hints that the typeface owes some of its interpretation to Futura. But unlike Futura , Avenir is not purely geometric; it has vertical strokes that are thicker than the horizontals, an “o” that is not a perfect circle, and shortened ascenders. These nuances aid in high legibility and also give Avenir a harmonious and sensible appearance for both texts and headlines. Because of its futuristic and geometric forms, Avenir creates a wonderful synergy along with Serifa.
Serifa Avenir
Serifa Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Serifa Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Serifa Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Avenir Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#%$&*?
Herculanum, Vectora, Linotype Didot, Pompeijana, Rusticana, Frutiger Stones, Frutiger Symbols, Linotype Univers, Frutiger Next, Nami, Frutiger Arabic, and Frutiger Serif.
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The bold and fearless face of Coleman is portrayed by real people on real adventures in real places
through the lens
Photography plays an important role for Coleman. Fresh and original on-location photography is to be done every quarter, for seasonal additions to the product range. The people in the photographs are not models, but real people in action at spectacular locations. There are two broad categories of photography—panorama shots and close-up shots. Panorama or panorama-like shots, without people, are only taken to show the expanse and beauty of the location, while close-up shots will focus on the person in action, focussed on the activity, using Coleman equipment, rather than the surroundings. The people in the Coleman photographs are to be young or even middle-aged, active, bold, strong, happy, excited, and athlectic. There is no discrimination in race, sex, or color.
An example of close-up active photography
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An example of panorama photography
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moving on Taking adventure to new heights
With you, wherever you go. At home, at play or at work
Coleman everywhere
Coleman is expanding, and Coleman will now have its own chain of specialty stores all over the country. The following are the different categories of Coleman’s expanded services. On the opposite page are the three categories: home, work and play, where Coleman has its daily presence in people’s lives.
flagship stores Travel desk Climate dome for outerwear trial In-store virtual experience Rock climbing zone Rafting zone Snorkeling zone
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services Travel planning Training Members area Membership Magazine subscription
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online presence Active online presence Blog Emailers Videos Member login Social networking
others Airport kiosks Specialty aisles in megamarts Non-profit co-branding Travel channel segments Travel magazine segments
HOME Bedding Loungewear Pool and deck supplies Garage/handy/gardening tools Car accessories First aid kit Quarterly magazine
Travel books/literature Shopping totes Travel luggage GPS systems Bath and body products Baby gear
PLAY Camping gear RV equipment Energy drinks Expanded clothing range Accessories Outerwear Shoes (category system) Gym supplies Travel planning
Expediton planning Training Survival kits Travel journals Beach wear Umbrellas Sun protection Special needs Extreme sports gear
WORK Snack line Recreation room supplies Bottles, lunch kits and mugs Work bags
Corporate reward gifting Corporate trip planning Office furniture Ergonomic equipment
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Coleman is committed to minimum and eco-friendly communication
STATIONERY
While Coleman strives to communicate in a paperless fashion, all required and necessary Coleman stationery is kept to the minimum, and printed using soy-based inks, on FSC certified post-consumer reycled papers.
Corporate business cards (top and middle left) are to be printed using a full-color printing process, front and back, only using the respective Pantone colors on the front, on recycled bright white 210 gsm cover weight.
Active photographs from the most recent Coleman photo shoots are to be placed at the back of all corporate business cards (middle and right columns). The photographs will vary between ten to twenty random images, spanning across all types of outdoor activities.
The Coleman Store business cards (bottom left) are to be printed using a three-color printing process, front only, on flexible corn based plastic sheets. The waterproof sheets are 240 gsm in weight, with 20% opacity matte finish.
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Coleman’s refreshing new online presence
website, ONLINE STORE, BLOG
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coleman flagship stores 62
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in-store travel department moving on
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temperature controlled climate dome 64
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accessories moving on
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in-store categorized display systems 66
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footwear system moving on
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Coleman advertises in magazines such as Conde Nast Traveler, National Geographic, Health and Nutrition, etc.
LIFESTYLE magazine
magazine advertisements
The Coleman quarterly lifestyle magazine is called Great Adventures. Great Adventures is an editorial magazine with real adventures from Coleman Club members, Coleman fans and celebrities. The magazine is to be mailed to subscribers, and it is to be made available as a subscription-based monthly emailer as well.
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are you ready for your next adventure?
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Š2009 All Rights Reserved. No part of this book may be used or reproduced by any means, graphic, electronic, or mechanical, including photocopying, recording, taping or by any information storage retrieval system without the written permission of the designer. Concept and Design Soniya Rajwani soniya.rajwani@gmail.com
Typefaces Serifa Avenir
Coleman Brand Standards
Software Adobe CS3: InDesign Illustrator Photoshop
GR604 Nature of Identity Instructor Hunter Wimmer Fall 2009 Academy of Art University Writing Soniya Rajwani Illustrations Mrinal Bhatia, LEEDÂŽ AP Soniya Rajwani Photography Flickr
Paper Brilliant Supreme Matte Double Coated 230gsm