wild country brand book 2013
DESCRIPTION
Wild Country has an incredible heritage, history and brand loyalty...here's how we maintain that.TRANSCRIPT
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BRAND IDENTITY GUIDELINES 2012
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Contents
03 The Beginning
04 Ray Jardine & Mark Vallance
07 The Angle 13.75°
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
34 Digital media
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The beginning of the Wild Country story was a chance meeting between two climbers from entirely different backgrounds, Ray Jardine and Mark Vallance.
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.”
THEBEGINNING
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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.
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.
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.
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MARK VALLANCE
In 1977 Mark Vallance invited Ray to the UK to help him start manufacturing Friends. 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.
“ I CLIMBED A LITTLE HIGHER, HELL I’LL GIVE THEM A REAL SHOW”
Mark Vallance climbing a crevasse at Mobster Creek, Antarctica circa 1970.
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13.75°
‘WideBoy’ Tom Randall makes the first flash of Trench Warfare 5.12c.
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13.75°
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.
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.
The Angle
“HAVE YOU GOT THE BAG OF FRIENDS RAY?”
THE NAME STUCK.
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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.
Pure Climbing sums up Wild Country. How we think. How we feel. And how we climb.
“ WE STRIVE TO INNOVATE AND CONTRIBUTE TO THE SUM OF CLIMBERS KNOWLEDGE”
PURE CLIMBING
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Keith Pike on El Matador 5.11a on Devils Tower,
Wyoming, USA. Photo: Brian Bailey.
“IDEAS AND IDEALS REMAIN
AT THE FOREFRONT OF THE
WORLD CLIMBING SCENE.”
1973
Ray Jardine creates the first working prototype Friend and tests it on a new route called Fantasia 5.8 on Split Rocks.
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.
1978
Production of Friends begins in Tideswell in the Derbyshire Peak District and Friends debut on BBC programme “Tomorrows World”.
1981
Mark Vallance launches the definitive design of Wild Country Rocks. The most copied design in the world today.
1987
Wild Country wins the prestigious Queens Award for Export and launches flexible stem Friends.
1994
Wild Country launches a radical new range of rope control tools, the VC, SRC and Hand.
1995
Wild Country launches the worlds smallest ascender the Ropeman MK1, developed by Mark Vallance and tested on his many Himalayan expeditions.
TIMELINE1973-2012
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1997
Wild Country launches Rockcentrics, a new hybrid chock combining the best of original Hexentrics with the original Rock geometry.
2011
ProGuide Alpine Belay Tool - another first for Wild Country, hot-forged and super light.
2002
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
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.
2010
The Cam is reborn & Wild Country launches Helium Friends featuring hot-forged cams and loop stem design.
2012
Wild Country launches a new harness range featuring “load spreader” technology for the first time.
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1998
Wild Country launches the biggest cams in the world, Technical Friend 5 and 6.
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Primary logoThe 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.
Wild Country - Negative / stacked logo.
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Primary typefaceThe 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.
Secondary typefaceWhere 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.
AaBbCc123abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@£$%&&*
AaBbCc123abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@£$%&&*
AaBbCc123abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@£$%&&*
Helvetica Neue 45 Light Helvetica Neue 75 Bold
Helvetica Neue 55 Roman
Arial Regular
AaBbCc123abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ123456789!@£$%&&*
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Primary logo
Exclusion zoneThe 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.
PositioningThe 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.
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Exclusion Zone - Example 01
Example 03
Example 02
Logo & web addressThe 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).
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Secondary logoWhere 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.
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
Wild Country - Negative / Horizontal logo
Wild Country - Positive / Horizontal logo - Exclusion Zone
Wild Country - Positive / Horizontal logo - Positioning Example 04
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A5 usage35mm wide = no trademark
Permitted sizesIn 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.
Minimum 25mm wide = no trademark
A4 usage45mm wide
A3 usage55mm wide
A5 - A4 usage45mm wide
Minimum30mm wide = no trademark
A3 usage55mm wide
Primary logo
Secondary logo
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Inappropriate logo useExamples of incorrect usage are shown here.
WILD COUNTRY
DO NOT invert the roundel
DO NOT skew
DO NOT increase roundel size
DO NOT change the colour of one element
DO NOT angle
DO NOT separate the Wild Country type
DO NOT outlineDO NOT apply drop shadow DO NOT blur
DO NOT apply effects e.g. emboss
DO NOT change the typeface
DO NOT use on a vertical angle
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The RoundelThe 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.
SizingThe minimum size of the roundel when used on printed materials 8mm in circumference (Example 01).
When being used on a scale larger than A4 the roundel can appear in its 75% visible format, (please see Example 02).
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Minimum size = 8mm
Minimum size in a box = 12mm
Example 01
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Roundel usageThe roundel element is the only aspect of the Wild Country logo that can be used individually as a graphic representation of the brand.
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.
Suggested size when used at A3 = 300mm
Example 02
Do not rotate
Inappropriate roundel use
Suggested sizeThe size recommended below should act as a guideline to achieve the best visual results when using the roundel as a single element.
The 75% ruleAt 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).
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Example 02
Label branding for use on products e.g. Friends.
Minimum30mm wide =label usage
Laser etched Laser etched products should always use the complete Wild Country logo with roundel shown in Example 01 above.
Minimum height: 4mm
Logo usage on hardwareIn 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.
Please note forged is the preferred method for applying the logo to hardware and laser etching is secondary.
Forged Assuming definition can be maintained, forged logos should always use the logo shown in Example 01.
Forged logos that will be below a height of 4mm, the logo shown in Example 02 should be used.
Example 01
with roundel without roundel
Fabric labels
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The colour paletteColour 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.
Hex specific web based colours These are purely to be used on the web.
Anodised colours The anodised series of colours should be used as a guide to create product size coding.
75% 50% 25%
WILD COUNTRY
PANTONE 1795 CCMYK: 0/94/100/0RGB: 238/53/36HEX: ee3524
75% 50% 25%
WILD COUNTRY
PANTONE 165 CCMYK: 0/59/96/0RGB: 245/132/0HEX: f58426
75% 50% 25%
WILD COUNTRY
PANTONE 123 CCMYK: 0/24/94/0RGB: 255/196/37HEX: ffc425
WILD COUNTRY
WHITECMYK: 0/0/0/0RGB: 255/255/255HEX: ffffff
75% 50% 25%
WILD COUNTRY
Rich BlackCMYK: 20/20/15/100 RGB: 19/12/17HEX: 130c11
Primary colour palette
Secondary colour palette
Anodised colour palette Clariant Range - Sanodal ® Sanodure®
WILD COUNTRY
Anodised RedAluminium Fiery Red ML
WILD COUNTRY
Anodised Green Sanodure® Green LWN
WILD COUNTRY
Anodised Yellow Sanodure ®
Fast Gold L
WILD COUNTRY
Anodised Blue Sanodal ® Blue G
WILD COUNTRY
Anodised Purple Aluminium Violet CLW
WILD COUNTRY
Anodised Silver Aluminium Grey NL Liquid
WILD COUNTRY
Anodised Dark Blue Sanodal ®
Blue ZLW
WILD COUNTRY
Anodised Orange Sanodal ® Orange3LW
WILD COUNTRY
Anodised BlackSanodal ® Deep Black MLW
WILD COUNTRY
Anodised Gunmetal GreySanodal ® Deep Black H3LW
WILD COUNTRY
Anodised BronzeSanodure ®
Fast Bronze L
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TOUCHDOWN BIG AIR PAD
Crash PadsWhen applied to large scale products as below, both the primary logo and the roundel can appear together.
The roundel acts as a graphic device on the crash pads, and retains the corporate colour palette.
Both bars and 75% of roundel must be visible.
Logo usage on soft products
Touchdown Pad
Big Air Pad
Both bars and 75% of roundel must be visible.
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Wild Country Logo65mm wide
Roundel 16mm wide
Roundel 80mm wide on bottom
of the bag
Hoop on side with 9mm
coloured roundel branding.
Chalk BagsWhen 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
Grand Illusion Chalk Bag
Cargo Chalk Bag
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Front - Mens T-Shirt Back - Mens T-Shirt
Logo usage on soft products
T-ShirtsWild 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.
25% of roundel visible from front side.
Remaining 75% of roundel visible on
the reverse.
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HarnessesWild Country harnesses follow the brand guidelines, in terms of logo placement and colour usage as illustrated below.
Logo usage for embroideryWhere 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.
Brand detailing on side of leg 100mm wide.
Flash of coulor where the leg harness attaches.
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Logo usage on bannersIn 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.
WILDCOUNTRY.CO.UK
Event banner
Teardrop event banner
Incorrect usage
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Top panelTop panel
Corner stand POS. 5
4 x banner artwork
250 x 120mm
POS. 7 & 8 97 x 95mmreverse of monitor stand
WILDCOUNTRY.CO.UK
THE HISTORY OF
HARD CRACKS.
SINCE 1978
WILDCOUNTRY.CO.UK
DEFINITIVE
DESIGN.
SINCE 1978
Product ProductGraphic MessagePOS. 2 on plan
Graphic MessagePOS. 3 on plan ProductProduct
Product PanelProduct Panel Corner Image
POS.9Monitor stand
Reverse of POS.9Monitor stand
PLEASE SUPPLY CORRECT DIMENSIONSIF REVERSE PRINT ON STAND IS POSSIBLE.
Graphic MessageBlank POS. 4
on plan
Corner ImagePOS. 6 on plan
Product Panels
240mm x 97mm
POS.10
2x Branded table artwork
Friedrichstand Wild Country
‘Wid
eBo
y’ Tom
Rand
all gets fully
com
mitted
on S
quat 5.12c Ved
auwo
o.
‘Wid
eBo
y’ Tom
Rand
all makes the
first fla sh of Trench W
arfare 5.12c.
‘Wid
eBo
y’ Tom
Rand
all makes the
first flash of Trench W
arfare 5.12c.
chair
chai
r chair
chair
Exhibition standBranded exhibition artwork uses a combination of the two main primary colours bringing in secondary colour highlights.
Elements like the roundel can also be used in exhibition work, for example on table tops. As long as the guidelines are still followed.
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Categories of lifestyle imageryImagery 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.
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.
TradHeritage
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Sport Bouldering
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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.
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.
An exclusion zone should always be applied when using the logo on advertising material.
Ph Alex Ekins.
WIL
DCOUNTRY.C
O.UK
FRIE
NDS AR
E
THE
HISTO
RY O
F
HARD C
RACKS.
SINCE
1978
WideB
oy’ a
nd G
olden
Pito
n winn
er, P
ete W
hitta
ker,
mak
es th
e firs
t asc
ent o
f the
wor
ld’s ha
rdes
t
offw
idth C
entu
ry C
rack
, 5.14
b, Uta
h.
Scan to view video
Exclusion zone
Angled line holds web address
Non-manipulated image supplied by Wild Country
Always include the official image description and
relevant social media icons
QR code should only link to the official Wild Country
website or product
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WIL
DCOUNTRY.C
O.UK
FRIE
NDS AR
E
THE
HISTO
RY O
F
HARD C
RACKS.
SINCE
1978
‘WideB
oy’ T
om R
andall
mak
es th
e firs
t
flash
of T
renc
h War
fare
5.12
c..
Ph Alex Ekins.
Scan to view video
V7278_Wild_Country_Advertising_200X267_ART.indd 2 29/03/2012 09:48
WIL
DCOUNTRY.C
O.UK
FRIE
NDS AR
E
THE
HISTO
RY O
F
HARD C
RACKS.
SINCE
1978
‘ WideB
oy’ T
om R
andall
get
s full
y com
mitt
ed
on S
quat 5
.12c V
edau
woo.
Ph Alex Ekins.
Scan to view video
V7278_Wild_Country_Advertising_200X267_ART.indd 3 29/03/2012 09:55
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Product packagingHeader 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)
Example 01
Primary Information
Secondary details
EN Standard
Web address on the 13.75 degree angle
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Helmet packagingHelmet 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 FreeNo Drying Agents
Super friction formula climbing chalk.
Pure Chalk 350g
100% Additive FreeNo Drying Agents
Extra Large BagSuper friction formula climbing chalk in a crushed block and powder mix.
WILDCOUNTRY.CO.UK
Chalk packagingChalk packaging also follows the primary brand colours and uses the line to draw the eye towards important primary information.
WILDCOUNTRY.CO.UK
WILDCOUNTRY.CO.UK
WILD
CO
UN
TRY.C
O.U
K
360 Helm
etC
limbing and m
ountaineering helmet
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 CountryMeverill Rd, Tideswell,Derbyshire SK17 8PY UK
3 Year Guarantee
Casque d’escalade et d’apinism
eH
elm zum
Sportklettern und B
ergsteigenC
asco da arrampicata y alpinism
oC
asco para escalada y alpinismo
EN12492:2000 WILDCOUNTRY.CO.UK
360 HelmetClimbing and mountaineering helmet
Casque d’escalade et d’apinismeHelm zum Sportklettern und BergsteigenCasco da arrampicata y alpinismoCasco para escalada y alpinismo
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The brand on digitalThe 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.
(Example 01)Online digital icon.
The logo follows the exclusion zone as noted on Page 14.
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Twitter/Facebook backgrounds and branding.
Social mediaAgain the white out roundel icon should be used to represent the Wild Country brand across Twitter and Facebook in order to maintain brand consistency.
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Design by: www.vividcreative.com
Edited by: Steve Foster© 2012
WILD COUNTRY LTD
Meverill Road, Tideswell Buxton, Derbyshire, UK SK17 8PY
T: 00 44 (0) 1298 871010F: 00 44 (0) 1298 872667
The original hand crafted Wild Country logo.