Rebranding Coleman Co.

Coleman Guide Book

Coleman Coleman

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Field Guide

Ferdinand Magellan 1480-1521

Ferdinand was a Coleman.

Ferdinand Magellan was the original Coleman. Born

After passing the Canary Islands, the crew was suf-

in 1480, he was a Portuguese explorer. Magellan left

fering badly from low morale and risking mutiny.

home in search of a route from Spain westward to

The fleet reached Brazil on December 15. He

the “Spice Islands.” Magellan was the first explorer

continued down the coast of South America and

to successfully circumnavigate the globe. He found

past the bleak coasts of Patagonia. He became the

the route to the Orient and the Indies by sailing

first European to lead a crew around the southern

West from Europe.

tip of Patagonia. This passage became known as

the straight of Magellan in his honor. He was the

The King of Spain backed Magellan and

in 1519, at the age of 39, he took five ships—the

first Westerner to travel into this next Ocean, which

Victoria, Trinidad, San Antonio, Conceptión, and

he named the Pacific in hopes that it would always

the Santiago—and a company of 250 seamen on

remain calm.

the most ambitious voyage of his age.

Amelia Earhart 1897–1939

So was Amelia.

Amelia Earhart was the first aviatrix to cross the

women’s records and was instrumental in the

Atlantic ocean in a solo flight. She was an adven-

Fédération Aéronautique Internationale accepting

turer from the start. As a young child she would

a similar international standard.

explore her neighborhood with her sister, climb

trees, and shoot rats with a rifle. She first began

world. She never completed the flight and went

flying at the age of 19. In 1922, Earhart bought a

missing. She was officially declared dead two years

second hand yellow Kinner Airster Biplane and

later. Earhart’s accomplishments in aviation inspired

the following day she flew it to 14,000 feet, a

a generation of female aviators, including the more

new record for female flyers. Earhart continued

than 1,000 women pilots of the Women Airforce

to study flying and in 1928 she became the first

Service Pilots (WASP) who ferried military aircraft,

woman to fly across the Continental United States

towed gliders, flew target practice aircraft, and served

and back. In 1930, Earhart became an official of

as transport pilots during World War II. She had the

the National Aeronautic Association where she

heart of a lion and embodies the Coleman spirit.

actively promoted the establishment of separate

In 1937, Earhart attempted to fly around the

Sir Edmund Hillary 1919–2009

Edmund was one, too.

Sir Edmund Hillary was a daring and fearless climber.

Along with his Sherpa mountaineer Tenzig Norgay,

ridge of Aoraki/Mount Cook, New Zealand’s highest

he became the first climber known to have reached

peak, on 30 January 1948.

the Summit of Mt. Everest. The two were a part

of the ninth British expedition to Everest. At 6 foot

highest Mountain in the world. After being blocked

five inches tall, he was lanky and uncoordinated as

from attempts for political reasons, Hillary was able

a teenager. Yet he had a love for adventure and

to join a British team in 1953. It took months in the

discovered as a young man that he had greater

bitter cold and snow, but Hillary and Norgay were

endurance than his piers. As a youth, he took on a

the only ones of their expedition to reach the

job as a bee keeper so that he could work during

summit, and went down in history for their accom-

the summers and pursue mountain climbing during

plishment. Hillary embodies the spirit of Coleman.

the winters.

Along with others, he climbed up the south

Hillary was dedicated to climbing Everest, the

Are you a Coleman?

Magellan, Earhart, and Hillary all ran counter to

altered the lives of individuals. Coleman exists to

the commonly accepted notions of their times, and

serve the adventurers of today. From our board room

instead led lives as adventurers.

to our store room, we seek to explore. Like you, we

want to see what is around that next corner. This one

Coleman looks to these great explorers and

others to find its ways. Long before Coleman existed as a company, the spirit of adventure influenced and

is for the explorers out there. Join us.

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Produced in 2010 by Jordan Clare-Rothe Academy of Art University, 79 New Montgomery Street San Francisco, California

Copywrite Š 2010 Jordan Clare-Rothe No part of this book may be used or reporduced in any manner without written permission from the designer, except in the context of reviews.

Special Thanks to Instructor Hunter Wimmer and the students of the Graphic Design Department

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Coleman

Field Guide

Contents

Introduction

1

Legacy & Future

2

Mission Statement

6

History

8

Our People

14

The Old Lamp

18

The New Summit

20

Colors, Type, & graphics

32

The path ahead

41

Let’s Go!

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“The impossible missions are the only ones which succeed.”

—Jacques Cousteau

Hello! Welcome to the Coleman Field Guide. This

version of a summit. Beyond being a mountain top,

guide is an instructional wayfinder that will help you

a summit represets accomplishment and personal

find your path through the new Coleman Brand

acheivement, which makes it very suitable for the

Identity. Whereas the other field guides you have

Coleman brand. The final section of the book

seen will instruct you on what flora and fauna you

shows new directions of products and services that

will see in a particular part of the world, this guide

Coleman could provide its followers.

will tell you how to continue building the Coleman

Identity through all the things that make up the

it is lost in a world of more rugged and desireable

company. What I have tried to do here is create not

competitors. With the new branding, Coleman will

only a new look icon or logotype, but a direction

be a company that is desirable. One that a person

for the brand to go in from a visual and emotional

setting out on a trip wil seek out, rather than accept

prespective. This is where the guide starts off.

as a cheap alternative. Coleman has a bright future,

From there, it moves into the new icon and logo-

and we hope you will join us. Let’s go!

type. The icon is based on the idea of a simplified

Coleman is a brand with great history, but

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Coleman Legacy

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Coleman Future

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Our Mission

Coleman Guide Book

At Coleman our Mission is to bring you to the places you never expected to go. We want you to explore further. Go on. Reach your summit.

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our History Coleman began at the turn of the Twentieth Century in Brockton, Alabama. Its first product was a kerosene lamp. Providing light in the darkness continues to be our goal.

W. C. Coleman could see the light for the darkness.

field at Fairmount College in Wichita, Kansas.

The young salesman was taking a stroll after a hard

According to Coleman historians, the first night

day’s work selling typewriters, and spotted a new

football game west of the Mississippi occurred that

type of lamp light in a drugstore window in Brock-

evening under Coleman gas lights and resulted in a

ton, Alabama. This new light burned with a strong,

24-0 shutout of Cooper College by the Fairmount

steady white flame and was fueled by gasoline. The

College Wheatshockers.

standard lamp of the era burned kerosene and

produced a smoky, flickering, yellowish light.

electric service was not an option in rural parts of

W. C. was stricken with very poor eyesight, and was

the country. When the sun went down, the work

very interested in this new, steady white light that

day ended. In 1909, W. C. Coleman started selling

enabled him to read even the smallest print in

a portable table lamp that would became a staple

books and on medicine bottles. Coleman saw

in rural homes, and five years later introduced a

potential in the new light, and through his vision a

product that would help transform the company

new company was born that would put America’s

from a local concern into a national necessity. The

farms and ranches in a new light, and would eventu-

new 300 candlepower lantern provided working

ally make his name synonymous with outdoor fun.

light in every direction for 100 yards and could light

At the turn of the century in America,

the far corners of a barn. The Coleman® lantern First Light (1900–1929)

lengthened the time farmers and ranchers could

In 1905, W. C. Coleman wanted to demonstrate just

work. This significantly boosted productivity, and

what his new gas lamps were capable of. He strung

fundamentally changed the work dynamic in rural

his lamps from poles on both sides of the football

America. It wasn’t just for civilians either, as the

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U.S. Government declared this lantern an “essential

item” for the troops serving in World War I, and

and manufacture a stove that met the Army’s strict

nearly 70,000 lanterns were distributed to Ameri-

specifications. The end product far exceeded

can forces fighting in Europe.

anything that the Army had requested: the stove

Work commenced immediately to design

could work at 60 degrees below and up to 150 Essential Equipment (1930–1945)

degrees above Fahrenheit; it could burn all kinds of

Less than twenty years later, World War II swept

fuel; it weighed a mere three and one–half pounds;

across the globe. Like many companies, The

and it was smaller than a quart bottle of milk. The

Coleman Company did its part to support the war

first order for 5,000 units was flown to U.S. forces

effort. Allied munitions and air forces contained

involved in Operation Torch, an allied invasion of

parts manufactured in Kansas by The Coleman

North Africa in 1942. World War II journalist Ernie

Company. In June of 1942 the Army Quartermaster

Pyle devoted 15 news articles to the Coleman®

Corps issued an urgent request to the Coleman

pocket stove and considered it one of the two most

Company. Field troops were in dire need of a

important pieces of noncombat equipment in the

compact stove that could operate within a wide

war effort, the other being the Jeep.

range of conditions in multiple theaters, weighed less than five pounds, could be no larger than a

Have Coleman will Travel

quart bottle of milk, and could burn any kind

When the war ended, Coleman’s business boomed.

of fuel. And, the U.S. Army wanted 5,000 of the

Since the company had been manufacturing

stoves delivered in sixty days.

products for the armed services during the war, the inventories of normal recreational products were

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“People do not decide to become extraordinary. They decide to accomplish extraordinary things.”

—Sir Edmund Hillary

depleted, and there was an enormous backlog of

made an ideal traveling companion and was a must

demand for its regular products. And returning GIs

have for the family getaways.

had a familiar attachment to the Coleman name, given the tremendous success of the field stove. In

On the Bubble (1954–1999)

peace time, American families had money, a new in-

In 1954, if you had a cooler it was made of steel.

terstate highway system, and fancy new cars! Lower

The old steel ice bins, or “picnic chests” as there

prices made cars affordable for many families, and

were called, would sweat, rust, and were generally

with this newfound mobility came the urge to travel

inefficient. Three years later, a Coleman engineer

and explore. Car camping was all the rage. Travel-

saw a child blowing soap bubbles, and came up with

ers loaded up the station wagons and took off.

the concept that is basically the same process used

Roadways were improving, but hotels in those days

today for insulated coolers. A plastic “bubble” could

weren’t on every corner. Instead of check-in times,

be formed out of heated sheet plastic, and then

Vacationers simply pulled off the road and made

molded into the shape that is needed for the cooler,

camp on the roadside.

and finally is snapped into place. The product

A fold-up camp stove that W. C. Coleman had

revolutionized the Cooler industry in 1957, and the

first developed two decades earlier quickly found

cooler that Coleman manufactured as a result of

favor with the auto camping crowd. To retailers, the

this ground breaking process is lighter and more

two-burner stove was billed as a “keen cooker and a

efficient, and easier to clean than any cooler made

quick seller”. It found its way onto front porches and

to this date. This is basically the same process that

into hunting lodges, vacation cabins and camping

has been used ever since.

trailers. Along with the lantern, the camp stove

In the decades that have followed, The

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Coleman Identity Guide Book

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Coleman Company adapted to the changes and

vests, Hodgman® waders, Mad Dog Gear® ATV

trends in the business of outdoor recreation. We

accessories, and Helium® sports vests. It’s a

added tents and sleeping bags to our outdoor line

challenge to outfit yourself for outdoor fun and

in 1962. Coleman facilities spread across not only

not have something from the Coleman® family of

the country but also went international in the years

products with you.

that followed to meet the supply for our high quality

outdoor products. Coleman® battery lighting hit

light up four corners of a barn has become a

the market in the ‘80s, and the Coleman Company

company that has helped light all four corners of the

scaled new manufacturing heights by producing

globe. Coleman products have journeyed deep in

over 15 million products a year. The ‘90s see an even

the Sahara desert, and been along on treks all the

more comprehensive catalog of products sporting

way to the South Pole. Coleman lanterns guided

the distinctive Coleman logo, such as camping

aircraft to safe landings in the Andes Mountains

furniture and accessories, along with award-winning

in South America in the 1920s, and helped climbers

backpacking stoves with innovative fuel systems.

reach the top of Mt. Everest in the next century.

What started out as a lamp that could

Hiking, camping, fishing, hunting, boating, swimThe Big Tent (21st Century)

ming, four-wheeling, relaxing, tailgating… Being in

The Coleman Company, Inc. added many recogniz-

the outdoors has so much to offer, and Coleman has

able brands to our family of goods after the dawn

everything to help you get out there.

of the new century. Under the Coleman tent, you’ll

Copy from Coleman Company Website, Dec. 2010

now find Sevylor® floats and towables, Stearns® life

http://www.coleman.com/coleman/colemancom/

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Our People

Burner An artist who considers her whole life to be an art piece. She has been to the last six Burning Man Festivals. She doesn’t own a car and travels instead by bicycle, and lives in a large city.

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Nine Months on the Appalachian Trail This guy is a true modern day explorer. He doesn’t always pay his rent, but he always has the best outdoors gear. He pushes himself hard in the back country and expects his gear to be able to keep up. He might have holes in his pants, but they still get him where he wants to go.

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Our People

No Limits Climber She rock climb whenever she can. She has built her life around the outdoors. She is a college graduate, but she still works as a n instructor at a summer camp each year.

“If you have men who will only come if they know there is a good road, I don’t want them. I want men who will come if there is no road at all.”

—David Livingstone

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Weekend Dad He works a full time job in the city. He has been divorced for three years three years now. He plays racquetball from time to time and goes to the gym. He likes to take his son on a camping trip now and then, but more often only makes it as far as the miniature golf course with him.

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The

old lamp

Slanted & Red The old Coleman icon featured a lantern, a tribute

today. Coleman has expanded to many facets of

to the first item manufactured by W. C. Coleman

the adventurers life. The Coleman brand is much

in 1905. It looks back at the companies past. It has

more than a World War II relic, and it’s signature

been set askew of an earlier logotype. It is in many

should be, as well.

ways a stale, outdated logo.

It is important to recognize that although

Coleman started with a lantern, it is much more,

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The

Summit Mark

Tough & optimistic The new Coleman icon is everything that Coleman

should be. It is tough, structurally sound, and

read the viewer makes, the capital letter C for

optimistic. The solid geometry of its form is no

Coleman. The elements of the shape also make a

nonsense. The viewer first perceives the mountain

gentle nod to a North pointing compass, an object

in the middle. This represents the summit, the

that represents direction in a world full of options.

high point, both literal and figurative, that every

The mark as a whole is strong, bold, and timeless,

adventurer aspires to go.

while the colors are decisively contemporary.

The entirety of shape makes up the second

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Lock-up

Coleman Identity Guide Book Coleman Identity Guide GuideBook Book

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Logo-

Symbol

Coleman

We’re Out There.

Signa-

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Breaking it Down

The Coleman logo is tough and durable. It can be

size to the height of the capital C in the logotype.

kicked around a campsite, but that doesn’t mean

that it should have to endure a drop shadow. Treat

used as part of the signature. This slogan shows

the symbol well. You never know when you are

that we are part of the tribe, we are a company

going to need it. There are a number of treatments

of people who not only build equipment for the

that are acceptable in different situations, and many

outdoors, we also take part in exploring.

that are not. Always follow the rules provided in

this document.

Bold. The slogan must be set in Sentinel.

Always leave an appropriate amount of space

around the signature. This space is equivalent in

The slogan “We’re Out There” should be

The logotype is in the typeface Gotham

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x

10 x

x x x

Coleman We’re Out There.

Clear

Minimum symbol size is ½ of an inch.

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Do this Do use the symbol in black and white when color is not available.

Do use the signature in black and white when color is not available.

Do reverse the symbol (but not the signature) reversed out of a photograph or a solid color. This should not be over the focal point of the photograph or any sort of pattern.

Coleman

We’re Out There.

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Don’t Do this Don’t use a drop shadow.

Don’t stretch, skew, or otherwise distort the symbol.

Don’t use different colors in the symbol.

Don’t

Don’t use the symbol in text

oleman

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Coleman Guide Book

We’re out there

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Color Palette

These are the colors we want to use. The use of

unrealistic to use for all colors in all documents.

yellow represents the Coleman spirit that we want

CMYK (cyan, magenta, yellow, and black) will be

to show through out our printed and web material.

used in most printed material, and RGB will be

In an otherwise terrestrial palette, the yellow and

used for material destined for the screen. When

orange provide a spark. The blue, gray, and brown

presented with the opportunity to use one Pantone

ground the spectrum.

color in printed material, use it for the yellow

Pantone colors will provide the truest representa-

or orange.

tion of the colors, but are a higher price and

Coleman Identity Guide Book

PMS 123 C PMS 130 M PMS 115 U CMYK: 0,15,100,0 RGB: 255, 212, 0

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PMS 1375 C PMS 144M PMS 144 U CMYK: 0, 50, 100, 0 RGB: 204, 123, 22

PMS 425 C PMS 425 M PMS 425 U CMYK: 60, 50, 50, 20 RGB: 100, 100, 105

PMS 4515 C PMS 4515 M PMS 451 U CMYK: 0, 0, 30, 40 RGB: 170, 166, 131

PMS 535 C PMS 535 M PMS 536 U CMYK: 20, 10, 0, 20 RGB: 165, 178, 199

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Type Use

All of the Coleman print material—aside from the

difficult to read in long stretches and should never

logotype lock-up­—will be in two typeface, Vitesse

be used as a body copy.

and Verlag Book.

is a geometric sans-serif typeface designed also

Vitesse is a robust, muscular slab serif from

That is where Verlag comes in. Verlag book

the type foundry Hoefler & Frere-Jones. It gets the

designed by Hoefler & Frere-Jones. It is to be used

job done. Vitesse is to be used for headlines and

for body copy and sub-headlines.

short bits of text such as headers and footers. It is

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Vitesse Thin

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Vitesse Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Verlag Book

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Verlag Book Italic

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

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Graphic Element

A diagonal line is the them of Coleman’s graphic

The diagonal can occur in one of two ways. The first is

element. The line should be at a 60 degree angle

a large swath that can run over black and photographs.

from horizontal. This is the angle of one side of an

Two large swaths can run over one another and multi-

equalateral triangle, which is the central symbol of

ply each other. Second, the diagonal can take place in

the new Coleman icon. A diagonal line also gives

a series of narrow one-point wide stripes.

the impression of action, which is in unison with Coleman’s message.

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Photography

The Coleman photographic style should always

with, and make you aspire to be there. Black and

be aspirational. It is about what is possible, not

white photographs should be used in good balance

what is. It is high drama in a world without enough

with color photographs.

of it. It is a step beyond what you are comfortable

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Coleman Guide Book

The Path Ahead

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Current Reach

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Camp Stove Tents Lanterns Grills Sleeping Bags Coolers Flashlights

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360째 of Coleman

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Back Country

Camp Stove

Back Country Food

Tents

Land Preservation

Guided Wilderness Tours

Rockclimbing Equipment

Backpacks

Backpacking recipes iPod App

Adventure Teams Physical

Gear for People with Disabilities

Snowboards Outdoors Club

Healthy Prepared Food Retail Outlet

TV Station Online Magazine GPS system

Back Yard

Solar Powered iPod Speakers

Mental

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“People Protect What they Love.”

—Jacques Cousteau

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Land Preservation

At Coleman, we need to do more than build supplies to go into the outdoors. We need to take responsibility in protecting it. Coleman will buy private land and put it under public trust. It is the perfect brand combination. We will sell the gear that allows people to explore the outdoors, and we will make sure that those lands are protected far into the future.

While State Organizations are increasingly

strapped for cash and unable to fund public lands, Coleman will step in. After all, exploring natural lands means that they be preserved.

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Coleman Guide Book

Guided tours

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Coleman will move beyond producing objects.

The New Coleman brand will offer guided tours.

These adventure treks will take place on all seven Continents of the Earth. We will hire the best guides and take people of all different skill levels. This is at the very core of our brand. Those who are strong in their outdoors skills will be able to go farther than ever before. Additionally, people who never thought of themselves as outdoors types will be able to climb mountains, climb rocks, kayak, and mountain bike places they never before imagined. Packages will come in a day, a half week, a full week, two weeks, and the big daddy month long treks.

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Coleman Guide Book

We will take you on tours beyond your imagination.

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Retail Store

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We want to invite everyone to enjoy our new retail space. It is wide open, like the outdoors. In addition to holding all of our fine gear, there is also a rock climbing wall to learn the ropes, so to speak. Our retail space also house a cafe and meeting place for Coleman club meeting. So come on over, make yourself comfortable.

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Tents We know what you are thinking. Coleman already makes tents. They have done this for years. I have one that has been sitting in my garage for a decade.

Well, the Coleman tent department, along with backpacks, stoves, and other gear departments, has tripled its research and engineering budget this year. Our tents are now lighter, more durable, and warmer. You can take our tents to the end of the world. Our old tents were for the backyard. These can accompany you far into the back country.

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Our tents will accompany you anywhere you want to go.

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Packs Coleman intends to make backpacks that will serve a wide variety of uses. Our packs will be rugged and tough, using the top technology of our revamped research and development department. We will make packs to prepare users for the very furthest reaches, as well as for taking all your things around town. Go on. Pack it up.

Coleman Guide Book

Solar Powered ipod speakers One of our favorite original inventions. The Solar powered iPod Speakers will never need to be plugged in. You could take them to your favorite campground in Yosemite for a year. One sunny day gives you 48 hours of continous music. Our speakers produce the finest sound quality. You can catch a fish while you listen to Phish. You can climb a rock while you listen to The Wall.

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Business materials Even though we would rather be outside in a Death Valley slot canon, we do have to spend time in the office. While we are there, we send out letters and hand out business cards. Here is some of the material we use while we wait for our next trip.

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To: Amelia Earhart From: Jordan Clare-Rothe RE: Thank you Date: December 9, 2010

Dear Mrs. Earhart, Thank you so very much for your adventurous spirit. We have modeled our company on your spirit of adventure and wanted to send a sincere thank you. I know this letter may never find its way to you, but that is not the point of it. You are a great hero and your dedication to adventure is remembered to this day. We at Coleman admire your heroics and willingness to fly above and beyond where anyone else of your day ever has. Our hats are off to you. Keep exploring!

Beyond our commitment to the spirit of adventure is our dedication to our customers. Please allow us to use your image and quotations in our promotional material. We are your biggest fans.

Sincerely, Jordan Clare-Rothe The Coleman Company, Inc.

Jordan clare-rothe Never do things others can do and will do if there are things others cannot do or will not do. —Amelia Earhart

Creative Director The Coleman Co. Inc. p/ (316) 555-1212 f/ (316) 555-1213 e/ jcrothe@coleman.com

Adventure is worthwhile in itself. —Amelia Earhart

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Coleman Guide Book

Coleman

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Field Guide