viking identity manual.vol there is three different original logo-files where the tag-line is...

Viking identity manual.Vol.3 Updated version 08/02/2008

A logo is like a personal signature or handwriting - it expresses the soul that owns it. Viking is a "down to earth" company – both in our attitude and withour products; our footwear protects your bare feet from the harsh environment outdoors.We don't brag and show off.We simply make footwear for ruggeduse, built to be extremely durable and to tackle the harsh conditions of nature. Finally, our logo reflects this.The word "Viking" is said to mean "a person from Viken" which is the bay area around the Oslo fjord, in south eastern Norway. The word "Viking" has longbeen associated with being strong, robust, rough and tumble, full of courage, brave and having a go-getter attitude. That's how our ancestors lived theirlives, and we still keep the spirit of the word alive in our products too.We have been challenging the Laws of Nature since our company started in 1920, andit is something we still do and will carry on doing.

Our identity

Basic elements

A brand's identity is createdthrough how it dress, speaksand behaves; its personalityor tone-of-voice.

Tone-of-voice is distilled fromour vision, mission, valuesand ambition. It is expressedthrough symbols, fonts,colours, lay-out and throughour way of writing and ourimages.

It is important that our tone-of-voice is easy recognisableand consistent to create aunique brand identity.

But, our Brand Identity ismuch more than you can seein this document. The intenti-on of this document is to giveyou a minimum set of rules sothat our basic identity ele-ments are correctly used.

Vol.3 Viking Footwear identity manual.

Challenging the Laws of Nature since 1920

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå

Logo:

Tagline:

Typography:

Colors:

Vol.3 Viking Identity Manual

Symbol Signature

The secondary logo

The primary logo

The primary logo must always be the firstchoice, but when size or space make itimpossible, or difficult, to use the primarylogo the secondary logo can be used.

The logo

Basic rules

Our new logo consists of asymbol and a signature.

In the implementation phasethe logo and symbol mustnever be used separate(except in some extraordi-nary situations which can beaccepted in each individualcase).

Logo libraryOn page 14 all logo variantsare listed that are availableas original artwork.



The symbol and signature must always be used in correct sizes.The “V” in the signature will always give you the correct size,placement and distance between the two elements

The “N” from the signaturewill always give the correctsize, placement and distancebetween the two elements.

Note! The symbol starts atthe “I” in the signature.

Do not use the symbol smalleror bigger than the fixed size.

Do not change the place or orientation of the symbol.

Do not use any other color variationsthan those in this manual.

Primary logohorisontal

Secondary logovertical

The logo

Basic rules

The symbol and signature isfixed in the original logofiles, and must not bechanged in any way.



Spacing guide

The logo

Space rules

Follow the guide when itcomes to giving the logo aminimum of peace and quietness in the layout.

Background rules

Pictures and patterns:When the logo is used onto apicture or pattern, make surethat the contrasts are good.Do not put the logo onto anoisy picture or pattern ofany kind.

Colour backgrounds:Do not use other colour back-grounds than the ones in thecolour palette when display-ing the black or white logo.



Ex. correct use of backgroundsEx. incorrect use of backgrounds


Primary logohorizontal

Secondary logovertical

The logo

Alternative

In the implementation phasewe have two logo-alternatives:

- Horizontal (primary logo)- Vertical (secondary)

Both variants can be used in:- Black (positive)- White (negative)

The symbol can be used as a decoration element withanother set of rules (see page. 13 in this document).

We do this is to ensure a clearcommunication of the silhouet-te by not distracting the logowith too many variants andcolours.








No. 1 Logo with a big tag-line centred below.

No. 2 Secondary logo with a big tag-linecentred below.

No. 3 Logo with a small tag-linecentred below.

No. 4 Logo with a small tag-line above.


Tag-line

Standard placement of tag-line together with the logoThere is three different original logo-files where the tag-line is included in the logo-files.NOTE: In the implementation phase we recommend the use of no. 1.



Challengingthe Laws of Naturesince 1920

Challengingthe Laws of Nature

since 1920



since 1920e

g


since 1920



since 1920



since 1920

The tag-line separated from the logo Vol.3 Viking Identity Manual

The tag-line separated from the logoIn addition to the 4 different original logo-files including the tag-linethere is another way of using the slogan. That is the tag-line separatedfrom the logo (but always used in a layout or design which includes thelogo somewhere, see ex. to the right). The separate tag-line is availableas original artwork files in the following variants; positive or negativeand in PMS 5503 or 5625. All variants can be right and left centred.This alternative is to be used on design elements where it is suitable ornecessary with bigger size slogan and design. Ex. stationeries, POS,fair/showroom decorations etc.

Note: Only use the original fixed artwork-files, see logo library.

Typography

1.Rockwell

Our new typography isRockwell.

Rockwell is chosen becauseof its flexibility and distinctcharacter.

Both regular and bold canbe used, and it can be usedboth in body, ingress andheading.

The font can also be used in50 % black.

2. Arial

In electronically documents(ex.Word and Power Point)and web we use Arial.


ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdfghijklmnopqrstuvwxyzæøå123456789







The cool colours can be used in 100, 75, 50 and 25 % shades.The signal colours; red and yellowmust always be used 100 %.

100% 100% 100% 75% 50% 25%

PMS: 173CMYK:Cyan: 0 %Magenta: 82 %Yellow: 94 %Black: 2 %




Fire Sun Water Rock


Colors

We have chosen a small palette of colours to representViking in the implementationphase of the new brand identity.

The colour palette is chosenbecause of the ability to giveboth peace and energy to any layout or design.

Note! Viking are more a brand which “dresses” itself in blue and green, thanorange or yellow.


Lore

m ip

sum

Loremipsum

Loremipsumdolor


Challenging the Laws of Nature

since 1920

Loremipsumerdolor

Challenging the Laws of Nature

since 1920


Rules

Our symbol can be used as a decorative element in many ways.Here are some examples ofhow it can be done.

In the implementation phasethere is only one rule:Never show the whole symbol. Always crop thesymbol so that a part of it is visible.

Vol.3 Viking Identity ManualThe symbol as decoration

Primary logoPositive and negative

Primary logo positive with tag-line

Primary logo negative with tag-line

Vol.3 Viking Identity ManualLogo library - file names




since 1920



since 1920


PMS:VIKtag_5503_l.epsCMYK:VIKtag_4c_water_l.eps

PMS:VIKtag_5503_r.epsCMYK:VIKtag_4c_water_r.eps

PMS:VIKtag_5625_l.epsCMYK:VIKtag_4c_rock_l.eps

PMS:VIKtag_5625_r.epsCMYK:VIKtag_4c_rock_r.eps

VIKtag_pos_l.eps VIKtag_pos_r.eps VIKtag_neg_l.eps VIKtag_neg_r.eps


since 1920



since 1920

VIK_pos.epsFilename

Filename

Filename

Filename

Filename

Filename

VIK_pos.tag1.eps VIK_pos.tag2.eps

VIK2_tag.pos.epsVIK2_pos.eps VIK2_neg.eps VIK2_tag.neg.eps

VIK_pos.tag3.eps

VIK_neg.tag1.eps VIK_neg.tag2.eps VIK_neg.tag3.eps

VIK_neg.eps

Secondary logoPositive and negative

Secondary logoPositive and negativewith tagline

Separate tag-line colours

Separate tag-line black and white


Shoebox andhang-tags

The first time the consumergets close to our identity iswhen purchasing a pair ofViking shoes/boots in thestore. Either he or she isexposed to our in-store communication elements or through the product packaging.

This hands-on moment iscrucial and all elements inthis first meeting send outsignals about who we areand what to expect of us.From the simple and distinctshoebox design to the detailed product attributedescriptions on the hang-tags.

Vol.3 Viking Identity ManualPoint of sale identity

100% CMYK

(PMS 5503)

100% CMYK

(PMS 5625)

Gradient guide:

NOTE! when seperate lid is used the lid side must be given

a matching gradient to the box so that it will appear as

a perfect gradient when lid is on

Fliplid Seperate lid

Box gradient

Lid gradient

45%

55%

PMS: 173

CMYK:

Cyan: 0 %

Magenta: 82 %

Yellow: 94 %

Black: 2 %

PMS: 123

CMYK:

Cyan: 0 %

Magenta: 19 %

Yellow: 89 %

Black: 0 %

PMS: 5503

CMYK:

Cyan: 40 %

Magenta: 2 %

Yellow: 14 %

Black: 9 %

PMS: 5625

CMYK:

Cyan: 47 %

Magenta: 18 %

Yellow: 41 %

Black: 40 %

1/4 1/4

Fixed artwork file:

Longside red_payoff.ai

Longside yellow_payoff.ai

is to be placed on the same

line as logo and scaled to 1/4

of the box side

Fixed artwork file:

Shortside red_payoff.ai

Shortside yellow_payoff.ai

is to be placed on the same

line as symbol start and

scaled and streched

to match the longside

artwork in height

Web adress:

File: web_adress.ai

is to be centered between

art: shortside red_payoff.ai and

the bottom of the box.Then use

the distance over and under the

webadress to find correct right margin.

Repeat on the other short side.

Der grüne Punkt® brand

is never to be bigger than

Ø: 10 mm and placed left

alligned with yellow artwork

and between bottom and

artwork.

Note: When seperate lid

place the mark on the lid

as showed here

On seperate lid:

Use the “N” to find the correct

left margin then scale to the center

of box side using the end of “G” to

find exact size. Then place the logo

on the lidside top-bottom by using

the “G”as shown here

On flip-lid:

Place the logo from top

using the “N” as shown here

Placing of short end logo

Fliplid and separate lid design guide

VIKING FOOTWEAR SHOE-BOX

To find the exact size of logo - filename: VIK_pos.ai

Place the logo so that the symbol point is tangeting

the middle line of box side, then scale the logo until

it has the with and height of the “n” as margins.

2/4

Not like this!

1/4 1/4 1/4 1/4

Size and placing guide

for logo on lid

Cut-out finger

grip hole.

Ø: 25 mm


Photo style

Viking will be associatedand dressed in images thatshow fabulous, raw natureand people using it. Shot indocumentary-style, with orwithout action, but alwayswith hints of exploration,adventure and challenges.Images must show energyeven if it is just picturing arock for instance, then thetension between the rockand the glacier that coveredit 10.000 years ago shouldshow in the shot. Imagesshould always have goodcontrasts, colours and bebelievable. No staged studiofashion shots.

Vol.3 Viking Identity ManualImage identity

These are the basic elements and the rules that follow them.

Further development of this document's content is in progress and willbe up-dated as new materials and designs are developed.


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