Brand Guidelines Gregory Mountain Products

BRAND GUIDELINES GREGORY MOUNTAIN PRODUCTS

*as of July 1, 2014

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LOGO

COLOR

TYPOGRAPHY

VOICE AND VOCABULARY

PHOTOGRAPHY

STANDARDS

TABLE OF CONTENTS

CONTACTS

We empower people with the simple freedom to get outside, to enjoy the world and enhance their lives.

Gregory Mountain Products makes packs and bags for travel, everyday life, and­—first and foremost—the outdoors.

We are dedicated to precision fit, uncompromising quality, and progressive innovation.

OUR PROMISE THE CUSTOM FIT

OUR LOGO IS A VALUABLE ASSET PRIMARY LOGO

We believe that every time a customer encounters a Gregory product, he or she should witness ever-improving design going hand-in‑hand with traditional quality and craftsmanship. Our branding is a distillation of that philosophy: function‑driven, constantly evolving, and continuously looking forward but never losing sight of our original mission. The new Gregory logo expresses this with a single, unbroken line, mirroring the clean design of every Gregory product and tracing the path from our mountain roots into the future of the outdoor lifestyle.

Consistent use of the Gregory logo is essential in creating a united brand identity. The master logo is supplied as artwork and should never be altered, distorted or re‑created in any way.

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GREGORY LOGO THE PARTS OF OUR LOGO WORDMARK:

MOUNTAIN PEAK

Our logotype uses a unique, custom-designed font and carefully calculated spacing to achieve maximum legibility and impact.

REGISTERED TRADEMARK

MOUNTAIN PEAK MARK: The Gregory Mountain Peak represents

WORDMARK

discovery, the outdoors, and the unbroken commitment to precision design.

REGISTERED TRADEMARK

REGISTERED TRADEMARK: The Gregory wordmark and associated logos

WORDMARK

are Registered Trademarks. Whether using the Gregory logo as a whole or in part, please include the ®, unless the size or location of the logo or reference makes this impossible or detrimental

MOUNTAIN PEAK

to the look and feel, in which case you should identify the logo as a Canonical ™ by stating in an appropriate and obvious place “Gregory and the Gregory Mountain Peak are registered trademarks of Gregory Mountain Products”

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PRIMARY LOGO USE AND SIZING WHEN TO USE: 1 | All primary product logo applications 2 | All marketing collateral logo applications 3 | All corporate stationary: letterheads, business cards, email signatures, etc.

EXCLUSION ZONE: The Gregory logo must always have a clear area surrounding it, free from any other element.

Measure the height of the Gregory letterform “O” and use double this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 1.25 cm (0.5 in.)

3.175 cm---------------------------- 1.25 cm

1.25 in.------------------------------ 0.5 in.

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SECONDARY WORDMARK LOGO USE AND SIZING WHEN TO USE: Only use the Gregory wordmark by itself when compositional restrictions prevent use of the entire primary logo.

EXCLUSION ZONE: The logo must always have a clear area surrounding it, free from any other element.

Measure the height of the Gregory letterform “O” and use this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 2 cm (0.75 in.)

3.175 cm----------------------------- 1.25 cm

1.25 in.-------------------------------0.5 in.

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SECONDARY MOUNTAIN PEAK LOGO USE AND SIZING WHEN TO USE: Only use the Gregory Mountain Peak mark by itself when compositional restrictions prevent use of the entire primary logo.

EXCLUSION ZONE: The logo must always have a clear area surrounding it, free from any other element.

Measure the width of the two peaks and use this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 0.6 cm (0.25 in.)

2.5 cm----------------------------- 1.25 cm

1 in.-------------------------------- 0.5 in.

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SECONDARY IN-LINE LOGO USE AND SIZING WHEN TO USE: Use the scaled Mountain Peak mark and GREGORY wordmark side by side in print, web, for Lifestyle product, apparel and promo items only.

WHEN NOT TO USE: Do not use for Global Technical product applications.

EXCLUSION ZONE: The logo must always have a clear area surrounding it, free from any other element. Measure the height of the Gregory letterform “O” and use this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 1.25 cm (0.5 in.)

3.8 cm------------------------------- 2 cm

1.25 in.------------------------------ 0.75 in.

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PRIMARY LOGO MARK WITH URL USE AND SIZING

The gregorypacks.com URL should always be lowercase and set in Whitney Medium.

PRIMARY LOGO The Primary logo lock-up with the gregorypacks.com URL is to be used for all Global Technical products. Use Whitney Medium to set the URL, “gregorypacks.com” in all lowercase to the width of the Mountain Peak mark. Measure the height of the Gregory

gregorypacks.com

letterform “O” and use this measure to create the baseline for the URL.

EXCLUSION ZONE: Measure the height of the Gregory letterform “O” and use double this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 2.54 cm (1 in.)

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SECONDARY IN-LINE LOGO MARK WITH URL USE AND SIZING

The gregorypacks.com URL should always be lowercase and set in Whitney Medium.

gregorypacks.com

SECONDARY LOGO The Secondary In-Line logo lock-up with the gregorypacks.com URL is to be used for all Lifestyle products. Use Whitney Medium to set the URL, “gregorypacks.com” in all

gregorypacks.com

lowercase to half the width of the logomark (the distance of “EGORY”). Measure the height of the Gregory letterform “O” and use this measure to create the baseline for the URL.

EXCLUSION ZONE: Measure the height of the Gregory letterform

gregorypacks.com

“O” and use this measure to create the boundary of clear space around the logo.

SMALLEST SIZE: The standard version of the logo must never be used at a width less than 3.8 cm (1.5 in.)

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PRIMARY COLORS FOR PRINT AND WEB

GREGORY GRAY PANTONE 447 C CMYK: 58.54.54.60 RGB: 51.51.51 HEX: #333333

LIGHT GRAY PANTONE Cool Gray 7 C CMYK: 20.14.12.40 RGB: 145.145.145 HEX: #919191

SILVER PANTONE 877 C FOIL: Silver

WHITE CMYK: 0.0.0.0 RGB: 251.251.251 HEX: #FFFFFF

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SECONDARY COLORS FOR PRINT AND WEB

GREGORY GRAY PANTONE 447 C CMYK: 58.54.54.60 RGB: 51.51.51 HEX: #333333

LIGHT GRAY PANTONE Cool Gray 7 C CMYK: 20.14.12.40 RGB: 145.145.145 HEX: #919191

SILVER PANTONE 877 C FOIL: Silver

WHITE

WOMEN’S RED

MEN’S BLUE

CMYK 0.0.0.0

PANTONE 7636 C

PANTONE 7462 C

RGB: 251.251.251

CMYK: 0.100.45.12

CMYK: 100.48.6.30

HEX: #FFFFFF

RGB: 205.15.68

RGB: 0.81.135

HEX: #CD0F44

HEX: #005187

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PRIMARY LOGO IN COLOR ACCEPTABLE COLORWAYS Our logo should always appear in Gregory Gray on a white background or in white on a Gregory Gray background. Acceptable print alternatives are shown below.

GREGORY GRAY ON WHITE PANTONE 447 C CMYK: 58.54.54.60 RGB: 51.51.51 HEX: #333333

WHITE ON GREGORY GRAY WHITE CMYK: 0.0.0.0 RGB: 255.255.255 HEX: #FFFFFF

ALTERNATIVE FOR PRINT METALLIC SILVER INK ON GREGORY GREY

PANTONE 877 C METALLIC SILVER FOIL ON GREGORY GREY

Metallic silver foil application

NOTE: When printing the logo in metallic pantone or with metallic foil, the trademark may be dropped due to printing limitations

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LOGO DON’TS

PRIMARY LOGO INTEGRITY Our logo should always appear in Gregory Gray on a white background or in white on a Gregory Gray background.

Do not color the Gregory logo with the secondary colorways.

Do not mirror, rotate, or skew the logo.

Do not alter individual parts of the logo, or adjust the weight of the letterforms.

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GREGORY TYPOGRAPHY PRIMARY FONT: WHITNEY Gregory typography is clean and uniform while still being approachable. The Gregory font, Whitney, is designed to be legible in a range of sizes and weights. Unifying our communications around a single legible typeface makes it easier for consumers to recognize our brand.

WHY WHITNEY?

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz1234567890!?@,.

ABC ABC ABC ABC ABC ABC 1234567890

1234567890

It FITS Gregory’s modernized look and feel.

WHEN TO USE WHITNEY?

WHY IS WHITNEY SUCH A GREAT FIT?

Always. For everything. Whenever in doubt,

Taking cues from Interstate, a signage alphabet drawn for the United States

use the Book, Light, and Semibold weights.

Federal Highway Administration in 1949 and used on all US national traffic signs today, Whitney is an innately familiar and legible typeface. This Gothic font is strongly rooted in American culture and is highly economical for general print usage, in body copy or headlines. The terminals of ascending and descending strokes are cut at an angle to the stroke, matching the angled terminator on the “G” in the Gregory logotype.

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GREGORY TYPOGRAPHY SECONDARY FONT: FORZA Forza has succinct geometries that make for an expressive type family that’s ardent, disciplined, shrewd, and commanding. Forza was designed to withstand passing fads.

Its forms reference a century’s worth of good ideas, lending extra versatility to this expressive family of thoroughly modern typefaces. With care, the Gregory mood is captured by Forza.

WHY FORZA? This font is especially acrobatic, and its obvious geometric tendencies echo the geometry found in the Gregory logo.

WHEN TO USE FORZA? Forza is only to be used to market product technologies and liter sizes in print or web for Global Technical products.

WHEN TO NOT USE FORZA? Never use Forza to market Lifestyle products.

AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz!?,.

1234 567 890

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GREGORY TYPOGRAPHY DIGITAL FONT: OPEN SANS Open Sans is a humanist sans serif typeface with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for web and mobile interfaces, and has excellent legibility characteristics in its letterforms.

Open Sans is available for free as part of the Google Fonts catalog. The fonts in the directory

AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz1234567890!?@,.

ABC ABC ABC ABC ABC ABC ABC ABC ABC ABC

are all released under open source licenses; you can use them on any non-commercial or commercial project.

WHY OPEN SANS? This font echoes Whitney’s clean and friendly appeal, and it is available for free through the Google Fonts directory.

WHEN TO USE OPEN SANS? Use Open Sans for digital applications, i.e. emails, web publishing, etc.

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GREGORY VOICE OUR TONE

Using the Gregory voice helps maintain proper brand messaging and a consistent personality in the mind of the customer. Examples of when to write in the Gregory voice: event flyers, workbooks, catgalogs, press releases, websites, social media and email marketing campaigns, or whenever communicating officially as Gregory Mountain Products, not as an individual.

If Gregory Mountain Products were a person, he or she would be college-educated, well‑read and physically fit, with a longtime passion for the outdoors. Gregory is youthful, worldly, generous, and welcoming, with a positive outlook in every situation. Having experienced adventures that range from backyard camping with the kids to solo trekking across Europe and mountain climbing in Asia, Gregory can speak to the highest level of outdoor knowledge, yet never makes the listener feel left out, inexperienced, irrelevant, or incapable of great achievement.

Gregory always speaks with encouragement and enthusiasm, even when the message is serious. Gregory gets directly to the point, giving you all the information you need without wasting time. We answer every question with patience, understanding and the belief that while not all people share the same passion and level of experience, all people can learn to appreciate the outdoors and achieve their adventure goals.

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GREGORY VOCABULARY

CONSISTENCY IN ALL COMMUNICATIONS CORPORATE

PRODUCT SPECIFIC

Gregory Mountain Products Full corporate name of Gregory Gregory Mountain Products AG Gregory Europe Name, no comma after Products Gregory Mountain Products Japan Gregory Japan name Gregory Mountain Products® Correct trademark info GMP Acceptable abbreviation of corporate name.

Only for in-house use.

GMP EU Acceptable abbreviation for Gregory Mountain Products Europe. Only for in-house use.

GMP Japan Acceptable abbreviation for Gregory Mountain Products Japan. Only for in-house use.

IGD Acceptable abbreviation for Independent Global Distributors. Only for in-house use.

product names – general Product names' first letters of each word are ALWAYS capitalized. Following words like "pack" or "bag" are ALWAYS lower case.

Exceptions are products that include these category names in their formal name like "Day Pack" or "Stash Duffel".

Deva Correct spelling of product name Double Barrel Always two words hipbelt Spell as one word roll-top closure Correct spelling of the product feature Shove-it pocket Correct spelling of the product feature SideKick Correct spelling of the product name SideTrack Correct spelling of the product name Sidewinder Bottle Holster Correct spelling of the product feature

MATERIALS denier Normally used as 420d or 1200d as a modifier

U-zip Preferred spelling

of nylon. Use a lower-case 'd' without a space. nylon Always lower case unless part of actual color or product name as in "HD Nylon" RF-welded Correct spelling of technology SilNylon Correct spelling of product name

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GREGORY VOCABULARY CONTINUED GENERAL USAGE 3D Acceptable abbreviation for 3-dimensional ampersand & Do NOT use in text. Okay in charts, some headlines, workbook, bullets, etc. big words "Why use a big word when a diminutive one would do just as nicely?" William F. Buckley, Jr. colors Always use upper case first letters and appear in alphabetical order except when the color order is by size or other extenuating circumstances. comma – serial lists “Use commas to separate three or more words, phrases, or clauses written in a series.

The Constitution establishes the legislative, executive, and judicial branches of government.” copyright © (option g) Use © Gregory Mountain Products, 2014 (current year) dashes – — See "en" and "em" dash entries. Use them correctly. ellipses … (option ;) No space before, 1/2 space after em dash — (option/shift -) No spaces on either side!!! Informal substitute for a comma, colon, semi-colon, etc. email Not e-mail or E-Mail or E-mail en dash – (option -) Can appear with no spaces or one space on each side depending on style of document. Used to connect ranges of numbers, dates, etc. fluctuations NOT fluxuations: Totally avoid this spelling heavyweight Spell as one word hyphens–compound In general, use a hyphen to connect compound modifiers modifiers, i.e. "cold-weather hiking". in to vs. into It's "tie/clip in to" never "tie or clip into" lightweight Spell as one word mid-weight Spell with hyphen

NEW Always ALL CAPS when used as indicator for new product in headlines online Preferred spelling period – spacing One space after periods and other sentenceending punctuation. Never two. registration ® (option r), Used once in a given publication, regardless of trademark (option 2) symbols number of occurences of name Series Always capitalize (Backpacking Series, Trail Running Series) setup vs. set up set up if it's a verb, setup if it's a noun, Never set(never set-up) up for either. Applies to all compound verbs, e.g. work out, line up, shut down. singular/plural subjects/ Make sure to use plural or singular throughout text verbs block! e.g. No Traverse Poles headline with "this pole is…", etc. In addition, acronyms and proper names never get an apostrophe and always use a lower case "s": LEDs, CDs, DVDs, etc. then/than I'd rather do this then that = doing one thing first THEN another. I'd rather do this than that = doing one thing rather THAN another thing. trademark (option 2), Used once in a given publication, regardless of registration ® (option r) number of occurences of name. Please note: ® symbols and must only be used with the correct registered product name. waterproof Spell as one word website Always one word with Alaways use "with" or "without" not w/ or w/o words to NOT use in copy Avoid slang and over-used industry terms

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GREGORY VOCUBULARY CONTINUED TECHNOLOGY BioSync Correct capitalization and spelling

flotation Not floatation

CrossFlo Correct capitalization and spelling

frontcountry Always one word

Fluid Mechanics Correct capitalization and spelling

guyline Always one word

Fusion Flex Correct capitalization and spelling

hardshell Always one word

Fusion Flex Pro Correct capitalization and spelling

hatband Always one word

Intuition 3D Correct capitalization and spelling Lumbar Tune Correct capitalization and spelling

haul bag Always two words hipbelt Always one word

Quickswap Correct capitalization and spelling

microfleece Correct spelling of the word

Response A3 Correct capitalization and spelling

quick-release Correct spelling of the word

Response AFS Correct capitalization and spelling

raincover Always one word

Response CFS Correct capitalization and spelling

redpoint, redpointing Always one word

Response LT Correct capitalization and spelling Trail Smart Packing System Correct capitalization and spelling Trailflex Correct capitalization and spelling Versafit Correct capitalization and spelling Vertflex Correct capitalization and spelling Weathershield Correct capitalization and spelling Wraptor Stabilizer Correct capitalization and spelling

GENERAL TERMS backcountry Always one word backcountry Always one word

ripstop Always one word route names Route names are always in italics in captions section-hiker Preferred spelling sidecountry Always ONE word, but use gate-accessed backcountry instead of sidecountry thru-hiker Preferred spelling toprope, toproping Correct usage U-lock Preferred spelling waistbelt Always one word In the pack world, this word should not be used in lieu of hipbelt. Never to be used to describe Gregory’s feature. zigzag Correct spelling of the word

bar tack Always two words bivy / bivys Correct spelling of the word chalk bag Always two words D-ring Preferred spelling duffel Correct spelling of the word

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GREGORY VOCABULARY CONTINUED NUMBERS commas in numbers Always use a comma before a series of three digits in longer numbers, I.e. 1,450 not 1450 and 12,345 not 12345. common conversions 1 oz = 28.3495 grams • 1 kg = 2.2046 lb 1 in = 2.54 cm • 1 cm = 25.4 mm fractions Always in vertical format, not horizontal. grams Generally rounded to the nearest whole number. If 999 grams or less stay with grams, e.g. 900 grams NOT .9 kg. If 1000 grams or more use kilograms, e.g. 1.23 kg not 1234 g. kilograms Generally rounded to nearest hundredth - as in 4.65 kg. metric dominance Metric data always precedes U.S. in both text and other uses. U.S. data in parentheses. For example: 2.34 kg (5 lb 3 oz) or 12 kN (2698 lbf). numbers in text Spell out all numbers lower than 11 in descriptive text. Using numerals 1-10 is OK in specs and bullet points. online coversions, preferred site http://www.onlineconversion.com/ percent, % In general, use the name in text and the symbol for bullets and charts. rounding Do it right. 0.5 and above round up, below 0.5 round down units–puntuation/plurals In general units (particularly U.S.) are not plural and have no periods, e.g. lb not lbs. units–spacing with One space after number and before unit value on ALL units, e.g. 14 kg, 321 g, 15 in., 66 cu in., etc. units–words vs. symbols Use words like “pounds” or “inches” in text. “lb” or “in.” okay in bullets, charts, etc. weights–U.S. More than 16 ounces is done in pounds and ounces, never in tenths of pounds. In other words, use 6 lb 8 oz not 6.5 lb.

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GREGORY PHOTOGRAPHY VISUAL BRANDING

We strive to maintain the same consistent messaging in Gregory product

SHOT LIST

photography as we do in our copy. Every photography assignment, whether for

PRODUCT HERO

in‑house, catalog, or promotional use, is an opportunity to reinforce both the product

a list of desired product

and the perception of the Gregory brand in the mind of the consumer.

portrait shots

Gregory product photography should always present the product in a positive light and in the ideal setting for the product’s primary intended use. Shoots should feature models of appropriate age and fitness level for the activity, and their mood and dress should reflect the conditions and intensity of the activity. Strive for realism with a positive slant, and focus on the product, not the models. When in doubt, ask yourself: would the situation presented in the picture happen without a camera present?

Would these people be smiling or serious? Would this pack be clean or dirty?

PRODUCT FEATURES a list of desired shots of individual product features

A project brief detailing the precise objectives of the shoot should accompany every photography assignment. Each assignment is unique; however, all briefs should include at the very least:

ASSIGNMENT DETAILS

PRODUCT LIFESTYLE a list of desired shots with product

��� DATE AND LOCATION – the dates and geographic location(s) of the shoot

in context (distant) and product in

��� TALENT – models to use in the shoot

use (close-up) with models

��� TONE – an overview of the ideal mood for the shoot, with background information on how the product and mood will work together to achieve the intended message or selling point

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CONTACTS

GREGORY CORPORATE GREGORY NORTH AMERICA

GREGORY JAPAN

GREGORY EUROPE

2088 East 3900 South

4-24-101 Kaigandori

c/o Black Diamond Equipment AG

Salt Lake City, UT 84124

Nakaku, Yokohama

Christoph Merian Ring 7

801-993-6633 (office)

Kanagawa 231-0002, Japan

CH - 4153 Reinach

877-477-4292 (DSS)

81-45-680-1347 (office)

+41 61 564 33 33 (office)

801-993-6677 (fax)

81-45-680-1348 (fax)

FOUNDER

MARKETING

WAYNE GREGORY

COLLEEN NIPKOW Marketing Director Colleen.Nipkow@gregorypacks.com

ALLAINA JEFFREYS Graphic Designer Allaina.Jeffreys@gregorypacks.com

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