Wild Country Brand Book I 01
BRAND IDENTITY GUIDELINES 2012
Contents 03 The Beginning 04 Ray Jardine & Mark Vallance 07 The Angle 13.75째 08 Brand essence 10 Timeline 12 Primary logo 13 Typeface 14 Exclusion zone 15 Secondary logo 16 Permitted sizes 17 Inappropriate use 18 The Roundel 20 Hardware 21 Colour palette 22 Soft products 26 Banners & exhibitions 28 Imagery 30 Advertising 32 Product packaging
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34 Digital media
G E N H I T N N I G E B Had that meeting not taken place, who is to say if camming devices would have ever graced our hardware racks. Of course most people would say that someone else would have invented them, but these things are always easy with hindsight. We would prefer to believe that if these two climbers, one a scientist and the other an entrepreneur, had not teamed up to climb together in the summer of 1972, ‘Friends’ might never have been.
“ HAD THAT MEETING NOT TAKEN PLACE, WHO IS TO SAY IF CAMMING DEVICES WOULD HAVE EVER GRACED OUR HARDWARE RACKS.” Wild Country Brand Book I 03
The beginning of the Wild Country story was a chance meeting between two climbers from entirely different backgrounds, Ray Jardine and Mark Vallance.
RAY JARDINE During the summer of 1972 Ray had met and climbed with fellow instructor and future business partner Mark Vallance at the Colorado Outward Bound School. Although at this time Ray’s early prototypes were still top secret. It was much later, in 1975, that Ray introduced his prototype cams to Mark, a story told later in The Cam Book, securing a future for what was to become the first commercial camming device, the Friend.
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In 1977, after many frustrating attempts to get his Friends made in the USA, Ray teamed up with Mark Vallance to develop and produce Friends in Derbyshire, England. The story of that beginning, the risks, the commitment, the facts, the myths and the characters that made it all possible is now told by these two remarkable men.
“ I PREPARED TO JUMP, THE WEATHER WAS PERFECT, CLEAR SKY, HARD FROST AND A SCATTERING OF SNOW.”
Ray Jardine making the first ascent in 1977 of Phoenix 5.13a, Yosemite USA. Photo: George Meyers.
Mark Vallance climbing a crevasse at Mobster Creek, Antarctica circa 1970.
“ I CLIMBED A LITTLE HIGHER, HELL I’LL GIVE THEM A REAL SHOW” MARK VALLANCE In 1977 Mark Vallance invited Ray to the UK to help him start manufacturing Friends. Wild Country Brand Book I 05
Mark is a highly dedicated and gifted individual, and was the first person to see the widespread appeal of a camming device. The Friends marketability is obvious now, but it certainly was not then, and Mark was the visionary who made it happen. The next year, Mark founded Wild Country and started selling Friends.
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‘WideBoy’ Tom Randall makes the first flash of Trench Warfare 5.12c.
°
5 7 . 3 1
ngle The A
AY?” R S IEND R F OF G A K. EB C H U T T GOT NAME S U O EY HE V T A H “ After much testing of the Wild Country Friends, Ray decided on 13.75° as the angle that worked best on most rock types and allowed for use in quite flared cracks, in such rock as granite and gritstone.
Wild Country has never needed to change this angle, which has become internationally acknowledged as the definitive camming angle.
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The name ‘Friends’ was coined by Chris Walker when he and Ray were about to go climbing with several climbers who were not in on the secret. Chris wanted to know if Ray had the bag of goodies, but didn’t know how to ask without giving the game away. Finally he said, “have you got the bag of Friends, Ray?”. The name stuck.
G N I B M I L C E R PU Pure Climbing sums up Wild Country. How we think. How we feel. And how we climb.
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“ WE STRIVE TO INNOVATE AND CONTRIBUTE TO THE SUM OF CLIMBERS KNOWLEDGE”
This ethos is felt by every climber who uses our equipment. Climbing is their passion, and every route they climb is an expression of it. Because like us they are not prepared to compromise.
PURE CLIMBING is the essence of Wild Country. In everything we do, and everything we create, and everywhere we climb, our ambition, energy and expertise drive us on. We’re always pushing the limits of what is possible. And out of this attitude our products are created - pure climbing equipment.
AIN M E LS R F THE A E D ND I RONT O NE.” A S “IDEA E FOREFBING SCE r, Towe H T M I evils D T L n A LD Cn El Matadorho5.1to1: aBorian Bailey. R O o W .P Pike , USA Keith
ing Wyom
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TIMELINE 1973-2012 1978 Production of Friends begins in Tideswell in the Derbyshire Peak District and Friends debut on BBC programme “Tomorrows World�.
1973
1995 Wild Country launches the worlds smallest ascender the Ropeman MK1, developed by Mark Vallance and tested on his many Himalayan expeditions.
Ray Jardine creates the first working prototype Friend and tests it on a new route called Fantasia 5.8 on Split Rocks.
1987 Wild Country wins the prestigious Queens Award for Export and launches flexible stem Friends.
1994 1981 Mark Vallance launches the definitive design of Wild Country Rocks. The most copied design in the world today.
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1977 Mark Vallance starts Wild Country and Ray Jardine comes to the UK to start up Friend production after making the first ascent of Phoenix 5.13a in Yosemite Valley California using prototype Friends.
Wild Country launches a radical new range of rope control tools, the VC, SRC and Hand.
2012 1998
2010
Wild Country launches the biggest cams in the world, Technical Friend 5 and 6.
The Cam is reborn & Wild Country launches Helium Friends featuring hot-forged cams and loop stem design.
Wild Country launches a new harness range featuring “load spreader” technology for the first time.
2004 The Helium Wire gate karabiner put Wild Country ahead of the game again with the lightest, full-sized, shrouded nose (patented) karabiner ever produced.
2008 Wild Country wins the prodigious “Outdoor Show” design award of the year, at the Friedrichshafen European Show, with the innovative Alpine Shield and 360 helmet.
2011 ProGuide Alpine Belay Tool another first for Wild Country, hot-forged and super light.
2002
1997
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Wild Country launches Rockcentrics, a new hybrid chock combining the best of original Hexentrics with the original Rock geometry.
Wild Country launches the smallest camming device in the world with the introduction of Zeros. The Z-1 fitting in cracks down to an incredible 5.5mm
Primary logo The Logo forms the central part of our corporate identity and must be treated with the care and respect it deserves. It should be clear and prominent on all communications to our external audiences. It must not be manipulated, changed or modified in any way, on any occasion.
Wild Country - Positive / stacked logo.
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Wild Country - Negative / stacked logo.
Primary typeface The primary typeface should be used for all professionally printed material. Helvetica Neue is a sans serif typeface that is available in a wide family of weights and styles, it works well when used small and also has impact at larger sizes. All body copy should be set in 55 Helvetica Roman. However bold and medium versions from the family can also be used for titles etc.
AaBbCc123 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@£$%&&*
Helvetica Neue 55 Roman
AaBbCc123
AaBbCc123
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@£$%&&*
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@£$%&&*
Helvetica Neue 45 Light
Secondary typeface
AaBbCc123
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789!@£$%&&*
Arial Regular
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Where the primary typeface (Helvetica Neue) is not available on a PC, this should be substituted by Arial, the secondary typeface. It has been chosen for on-screen applications and word processed documents. Arial is the default typeface for many internet browsers, it is highly legible on screen, even at small sizes.
Helvetica Neue 75 Bold
Primary logo Exclusion zone The Logo requires space around it in order to maximise its visual presence. An ‘exclusion zone’ around the logo prevents any graphic element from interfering with its integrity. The minimum exclusion zone from the logo to any other element is calculated by the width and depth of the letter ‘W’ within the logo, outlined opposite (Example 01). Any graphic elements, including type, is only permitted to bleed up to the edge of the exclusion zone.
When positioning the logo in a page corner (for example on a letterhead) we demand that you allow the width of the letter ‘W’ to be doubled up from the edge of the page, outlined below (Example 02). Please always remember to consider the exclusion zone.
Positioning The logo can be used in any corner of a page. In addition the logo should avoid being positioned over imagery that could interfere with it’s legibility. Care should be taken to keep the clarity and impact of the brand at all times.
Exclusion Zone - Example 01
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Logo & web address The only exception to this rule is when the logo is being used for an event style purpose (e.g. on stickers/web banners), where the web link may sit directly under the stacked version of the logo as illustrated opposite (Example 03).
Example 03
Example 02
Secondary logo Where the stacked version of the logo is not appropriate, the full length horizontal logo can be used. It should be clear and prominent on all communications to our external audiences. It must not be manipulated, changed or modified in any way, on any occasion.
Wild Country - Positive / Horizontal logo
Wild Country - Positive / Horizontal logo - Exclusion Zone
When positioning the logo in a page corner (for example on a letterhead) we demand that you allow the width of the letter ‘W’ to be doubled up from the edge of the page, outlined opposite (Example 04). The same positioning and exclusion zone applies as with the stacked logo.
Wild Country - Positive / Horizontal logo - Positioning Example 04
Wild Country - Negative / Horizontal logo
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Permitted sizes In order for the logo sizing to remain consistent through printed promotional material we recommend that exact sizes are observed when using standard A5, A4 and A3, paper sizes (shown opposite). In special circumstances, such as poster design, it may be enlarged or reduced to suit, always keeping clarity and strength. Please also note that when using the logo at 35mm or below the trade mark should not be included, due to legibility issues.
Primary logo
Minimum 25mm wide = no trademark
A5 usage 35mm wide = no trademark
A4 usage 45mm wide
A3 usage 55mm wide
Secondary logo
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Minimum 30mm wide = no trademark
A5 - A4 usage 45mm wide
A3 usage 55mm wide
Inappropriate logo use Examples of incorrect usage are shown here.
DO NOT invert the roundel
DO NOT increase roundel size
DO NOT angle
DO NOT skew
DO NOT change the colour of one element
DO NOT apply effects e.g. emboss
DO NOT apply drop shadow
DO NOT blur
DO NOT outline
WILD COUNTRY
DO NOT use on a vertical angle
DO NOT separate the Wild Country type
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DO NOT change the typeface
The Roundel The roundel alone can be increased in size, and used as a graphic element. The roundel should always appear ‘front facing’ and should never be angled. Please use discretion when placing the roundel over imagery.
Sizing The minimum size of the roundel when used on printed materials 8mm in circumference (Example 01).
Minimum size in a box = 12mm
Minimum size = 8mm
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Example 01
When being used on a scale larger than A4 the roundel can appear in its 75% visible format, (please see Example 02).
Roundel usage
Suggested size
The roundel element is the only aspect of the Wild Country logo that can be used individually as a graphic representation of the brand.
The size recommended below should act as a guideline to achieve the best visual results when using the roundel as a single element.
The roundel can be used in cases where the full logo will not fit artwork at the minimum size. For example on apparel labels, harness bags etc. The roundel must never be manipulated or altered from its original state.
The 75% rule At least 75% of the roundel and both bars must be visible when using the icon as a cropped graphic. The roundel can be aligned both left or right provided the 75% rule is followed (illustrated in Example 02 below).
Inappropriate roundel use
Do not rotate
Example 02
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Suggested size when used at A3 = 300mm
Logo usage on hardware In some cases when products are branded the full logo type including the roundel is not achievable. In these cases the logotype only can be used as a representation of the brand. This version of the logo has a minimum size of 30mm. It is important to ensure that the brand is legible on the product when etched or forged.
Example 01
Example 02
Laser etched Laser etched products should always use the complete Wild Country logo with roundel shown in Example 01 above.
Forged Assuming definition can be maintained, forged logos should always use the logo shown in Example 01.
Minimum height: 4mm
Forged logos that will be below a height of 4mm, the logo shown in Example 02 should be used.
Please note forged is the preferred method for applying the logo to hardware and laser etching is secondary.
with roundel
without roundel
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Fabric labels
Minimum 30mm wide =label usage Label branding for use on products e.g. Friends.
The colour palette Colour is a powerful visual tool and provides a strong means of visual recognition. The Colour Palette for the new identity has been drawn from a simple ethic of bold primary colours, making them highly visible when sat on either black or white. Printing special colours Each colour has a number which corresponds to a specific colour in the Pantone Matching System. Ideally these colours should print as special colours when print budgets allow. CMYK four colour process If the four colour printing process is used you will see the CMYK breakdowns. RGB values When using any of these colours on-screen, in presentations or through interactive media, the RGB values should be used.
Primary colour palette WILD COUNTRY
WILD COUNTRY
WHITE CMYK: 0/0/0/0 RGB: 255/255/255 HEX: ffffff
Rich Black CMYK: 20/20/15/100
RGB: 19/12/17 HEX: 130c11
75%
50%
25%
Secondary colour palette WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
PANTONE 1795 C CMYK: 0/94/100/0 RGB: 238/53/36 HEX: ee3524
PANTONE 165 C CMYK: 0/59/96/0 RGB: 245/132/0 HEX: f58426
PANTONE 123 C CMYK: 0/24/94/0 RGB: 255/196/37 HEX: ffc425
75%
75%
75%
Hex specific web based colours These are purely to be used on the web.
50%
25%
50%
25%
50%
Anodised colour palette Clariant Range - Sanodal WILD COUNTRY
WILD COUNTRY
Anodised Red Aluminium Fiery Red ML
Anodised Green Sanodure® Green LWN
®
Sanodure
®
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
WILD COUNTRY
Anodised Yellow Sanodure ® Fast Gold L
Anodised Blue Sanodal ® Blue G
Anodised Purple Aluminium Violet CLW
Anodised Silver Aluminium Grey NL Liquid
Anodised Dark Blue Sanodal ® Blue ZLW
Anodised Orange Sanodal ® Orange 3LW
Anodised Black Sanodal ® Deep Black MLW
Anodised Gunmetal Grey Sanodal ® Deep Black H3LW
Anodised Bronze Sanodure ® Fast Bronze L
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Anodised colours The anodised series of colours should be used as a guide to create product size coding.
25%
BIG AIR PAD
TOUCHDOWN
Logo usage on soft products
Crash Pads When applied to large scale products as below, both the primary logo and the roundel can appear together.
Both bars and 75% of roundel must be visible.
The roundel acts as a graphic device on the crash pads, and retains the corporate colour palette.
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Touchdown Pad
Big Air Pad Both bars and 75% of roundel must be visible.
Roundel 80mm wide on bottom of the bag
Chalk Bags
Grand Illusion Chalk Bag
When the logo is applied to products such as the Wild Country Chalk Bags, the dimensions listed below should be strongly adhered to.
Petit Bloc Chalkbag Roundel 16mm wide
Cargo Chalk Bag Hoop on side with 9mm coloured roundel branding.
Wild Country Logo 65mm wide Wild Country Brand Book I 23
Logo usage on soft products T-Shirts Wild Country T-Shirts follow the 75% roundel rule. The primary stacked logo is also used at chest height to reinforce the brand.
Primary stacked logo right side.
Remaining 75% of roundel visible on the reverse.
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25% of roundel visible from front side.
Front - Mens T-Shirt
Back - Mens T-Shirt
Harnesses Wild Country harnesses follow the brand guidelines, in terms of logo placement and colour usage as illustrated below.
Logo usage for embroidery Where the logo is stitched or for use on apparel, the ‘expanded version’ should be used. This is to ensure that the outline of the roundel is clear and has full impact when being stitched. An expanded version of the roundel (illustrated) uses a 0.3pt stroke on the outer edges to ensure definition when stitched.
Expanded version of the logo with 0.3pt stroke.
Subtle icon embroidery detail on front of harness in light grey stitch.
Flash of coulor where the leg harness attaches.
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Brand detailing on side of leg 100mm wide.
Logo usage on banners In some cases the Wild Country brand must be adapted to best suit the media available. For use on banners/large scale advertising the web version of the Wild Country logo can be used as the main brand. On other banner styles where the available space does not suit the Wild Country primary logo, the roundel can be used to represent the main brand. However in this case it must always sit with the web address.
UK O. C . Y TR UN O C LD WI
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Event banner
Teardrop event banner
Incorrect usage
Exhibition stand Branded exhibition artwork uses a combination of the two main primary colours bringing in secondary colour highlights.
Top panel POS.10
POS. 7 & 8 97 x 95mm reverse of monitor stand
‘WideBoy’ Tom Randall makes the first flash of Trench Warfare 5.12c.
‘WideBoy’ Tom Randall makes the first flash of Trench Warfare 5.12c.
WILD
COU
CO NTRY.
.UK
OF ORY S. HIST K THE D CRAC 8 HAR CE 197 SIN
Graphic Message Blank POS. 4 on plan
Product
Product
Graphic Message POS. 2 on plan
Product
Product
Corner Image
Corner stand POS. 5
chair
POS.9 Monitor stand
chair
Reverse of POS.9 Monitor stand PLEASE SUPPLY CORRECT DIMENSIONS IF REVERSE PRINT ON STAND IS POSSIBLE.
chair
chair
Product Panel
4 x banner artwork 250 x 120mm
2x Branded table artwork
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Elements like the roundel can also be used in exhibition work, for example on table tops. As long as the guidelines are still followed.
Categories of lifestyle imagery Imagery forms a fundamental part of the Wild Country brand. Strong photography is used to give a visual description of the Wild Country ethos and lifestyle.
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Only supplied photography from the Wild Country resource should be used. Consideration of colour and legibility should be taken into account when placing the Wild Country logo over any imagery.
Heritage
Trad
Bouldering Sport
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The brand in print Advertising Imagery used in advertising should remain true to the original shot, and represent the spirit of the route.
Exclusion zone
No manipulation of the image is permitted. Only supplied photography from the Wild Country resource should be used. Again, consideration of colour should be taken into account when placing the Wild Country logo over any imagery.
Non-manipulated image supplied by Wild Country
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Angled line holds web address
QR code should only link to the official Wild Country website or product Always include the official image description and relevant social media icons
Scan to view video
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W IL D C O U N TR Y. C O .U K
TH FR HA E IE HI ND R SI D S S NC C TO A E RA RY RE 19 C O 78 KS F .
An exclusion zone should always be applied when using the logo on advertising material.
Ph Alex Ekins.
V7278_Wild_Country_Advertising_200X267_ART.indd 2
W IL D C O U N TR Y. C O .U K
29/03/2012 09:48
Scan to view video
Ph Alex Ekins.
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Ph Alex Ekins.
29/03/2012 09:55
Wild Country Brand Book I 31
‘ W id eB oy ’ on To Sq m R ua an t 5 da .1 ll g 2c e Ve ts f da ull uw y c oo om . m itt ed
TH FR HA E IE HI ND R SI D S S NC C TO A E RA RY RE 19 C O 78 KS F .
W IL D C O U N TR Y. C O .U K
‘W id e fla Boy sh ’ T of om Tr R en a ch nd W all m ar fa ak re es 5. th 12 e c. fir . st
TH FR HA E IE HI ND R SI D S S NC C TO A E RA RY RE 19 C O 78 KS F .
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Product packaging Header cards always use black print with branding and information reversed out in white. Primary information is displayed above the white line and any secondary detail always sits below this, as show in this (Example 01)
Primary Information
EN Standard
Secondary details
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Web address on the 13.75 degree angle
Example 01
COUN WILD O. TRY.C
360 Helmet
UK
Climbing and mountaineering helmet
Casque d’escalade et d’apinisme Helm zum Sportklettern und Bergsteigen Casco da arrampicata y alpinismo Casco para escalada y alpinismo
360 Helmet
Climbing and mountaineering helmet Casque d’escalade et d’apinisme Helm zum Sportklettern und Bergsteigen Casco da arrampicata y alpinismo Casco para escalada y alpinismo
Small • Size/Taille: 48-56cm / 18.5-22in • Weight/Poids: 315gms / 11.1oz Standard • Size/Taille: 53-60cm / 21-24in • Weight/Poids: 360gms / 12.7oz Wild Country Meverill Rd, Tideswell, Derbyshire SK17 8PY UK
O.UK
TRY.C
UN LDCO
WI
O.UK
TRY.C
UN LDCO
WI
UK
EN12492:2000
3 Year Guarantee
O. TRY.C
COUN
WILD
Helmet packaging Helmet packaging is primarily black with reversed print detail and follows the same rules in terms of displaying information as the header cards. Chalk Ball 60g 100% Additive Free No Drying Agents Super friction formula climbing chalk.
Chalk packaging Chalk packaging also follows the primary brand colours and uses the line to draw the eye towards important primary information.
Pure Chalk 350g 100% Additive Free No Drying Agents
WILDCOUNTRY.CO.UK
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Extra Large Bag Super friction formula climbing chalk in a crushed block and powder mix.
The brand on digital The Wild Country brand must also be represented consistently online. For brand recognition at a small scale the logo icon should be used as illustrated opposite (Example 01). This would be used for social networking and blog sites, where a small profile image is required. For use on the website the logo must appear white out on a solid black background as visualised opposite.
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The logo follows the exclusion zone as noted on Page 14.
(Example 01) Online digital icon.
Social media Again the white out roundel icon should be used to represent the Wild Country brand across Twitter and Facebook in order to maintain brand consistency.
Twitter/Facebook backgrounds and branding. Wild Country Brand Book I 35
The original hand crafted Wild Country logo.
WILD COUNTRY LTD Meverill Road, Tideswell Buxton, Derbyshire, UK SK17 8PY T: 00 44 (0) 1298 871010 F: 00 44 (0) 1298 872667
Wild Country Brand Book I
info@wildcountry.co.uk www.wildcountry.co.uk
Design by: www.vividcreative.com Edited by: Steve Foster Š 2012