Brand Guide International

Contents The Brand Story

ACTIVICOR 01 - 03

The Identity

ACTIVICOR 04 - 06

Standard Color

ACTIVICOR

Standard Typography

ACTIVICOR 08 - 09

Point-Of-Sale Display

ACTIVICOR 10 - 12

Retail Environment

ACTIVICOR 13 - 17

Design & Engineering

ACTIVICOR 18 - 20

07

GAME CHANGER The Story Behind The Brand

ACTIVCOR - 01

Founded in 1983, New York Design is a brand & graphic design consultant based in Taiwan. Since our inception, we have been known to produce high valued design solutions that make sense, hallmark by clarity and simplicity.

We believe in an integrated approach, that combines superior strategic thinking, world-class design, and professional implementation. As a result, our clients benefited from cohesive and compelling corporate communication programs. No single component dominates our approach. Designers frequently play leading role in devising strategies and our project managers have been empowered to release their creativity and contribute to the effectual design solution. Each team member is deeply committed to the expected success of our clients.

We take great pride in being able to provide clean and elegant solutions to complicated issues submitted that are integral to successful campaigns.. This is our design philosophy : Simple is the Solution and Simple is Smart.

A global search for a manufacturer that could assist in engineering this athletic shoe technology into a mattress core construc tion led the Blue Ocean Sleep founders to the largest bedding producer in Germany, Breckle Matrazan. Breckle is the largest producer for molded foam mattress cores in Europe.

Blue Ocean Sleep and Breckle Matrazan came together in March 2010, formed a global partnership and began developing the Activcor Advanced Comfort System. Incorporating performance characteristics of Nike’s most engineered running shoe, the

ACTIVCOR - 02

To test the concept and marketing message, Activcor was sold for two years under the brand name of La Pur throughout parts of Europe.

Blue Ocean’s strategy was to release the Activcor design in Eu over spring. Competing with European foam products throughout Europe, and achieving the right marketing message with

To further test our proof of concept, Blue Ocean Sleep elected to test Activcor in a market that is not favorable to foam sleep the Activcor program at Otsuka is expanding with an additional new model introduction expected to begin November 2014.

appeal is Merchandising and point of sale is all part of the Activcor selling experience wrapped up in a unique product and marketing message.

Part of that marketing message speaks to the advanced technology of Nike Shox shoe. But equally as important is the chemical formulations to produce the molded foam core. Activcor’s foam chemistry and quality is the same that is used in the seat cushi ons of all luxury German automobiles, Mercedes Benz, BMW, Porsche and Audi. An impressive combination of technologies (athletic shoes and automotive) developed outside of the bedding industry.

ACTIVCOR - 03

Basic Identity The ACTIVCOR type appears to the left is the primary identity element of the ACTIVCOR visual identity and must appear on all official ACTIVCOR communications. It may not be modified in any way and must be reproduced exactly as it appear. Any deviation from this may weaken the identity.

The identity can only be used in the standard ACTIVICOR green, black or white and must include the registered trademark.

When producing the signatures, always use the official reproduction materials.

The hand drew type is a uniquely designed graphic representing of ACTIVCOR brand BOE
product.

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Identity With Tagline The ACTIVICOR tagline can only be used in thestandard ACTIVICOR green, black or white. It must be flash right under the identity and Jnclude

STRENGTHEN YOUR CORE

theregistered trademark.

When producing the signatures, always use the official reproduction materials.

STRENGTHEN YOUR CORE

lamson@ FOR EVERY MOVE YOU MADE

ACTIVCOR - 05

Endorsement identity Apart from the basic identity, the ACTIVICOR endorsement identity only be used in limited FORM MATTRESS

circumstances where identity need to apply for specific need and must not be used without the prior consent and approval of Activicor Authority, and should be used consistently, correctly and

AMERICAN DESIGN GERMANY ENGINEERING

appropriately.

ACTIVCOR - 06

Standard Color Palette The ACTIVICOR colours must remain true to the specifications shown on the left. The PMS and CMYK references should be referred to when offsetor digital printing collateral such as signage or brochures.

Primary C 45 Y 100 M 0 K 0

Secondary C 100 M 0 Y 100 K 15

R 154 G 202 B 62

R 255 G 255 B 255

The RGB breakdown applies to all on screen applications such as the websiteand other electronic documents.

ACTIVCOR - 07

YOUR

LIVE LIFE LIVE DREAM LIVE 2 DREAM LIVE HEALTHY YOUR

INSPIREDDESIGN DYNAMICCPMFORT GERMANYENGINEERING COOLUNDERPLEASURE FOR EVERYMOVEYOU MAKE

ACTIVCOR - 08

Primary Font - Helvetica Neue

Standard Typography

Helvetica Neue Light ABCDEFGHIJKabcdefghijk1234567890 Helvetica Neue Regular ABCDEFGHIJKabcdefghijk1234567890 Helvetica Neue Bold ABCDEFGHIJKabcdefghijk1234567890 Helvetica Neue Black ABCDEFGHIJKabcdefghijk1234567890

Typography is a vital element in all ACTIVICOR communications. It is part of the ACTIVICOR brand and there are guidelines that must be observed for its use.

Helvetica Neue is used in all titles, headings and any visually important text: a strong yet flexible classic sans serif font that creates a solid foundation for the lively, vibrant elements of our branding. It is available in a variety of weights and has been selected for its legibility and flexibility.

Secondary Fonts - Fruitiger / Arial

Fruitiger Light ABCDEFGHIJKabcdefghijk1234567890 Arial Regular ABCDEFGHIJKabcdefghijk1234567890

ACTIVCOR - 09

Frutiger and Arial are a substitute for both headings and body copy, also for online and electronic applications such as PowerPoint, Word. These are to used when Helvetica Neue is not available.

Point-Of-Sale Display Influencing consumer behaviour at the point of purchase is critical to sales success. Point-of-sale display is design to attract the customers' attraction to products brand promotion. STRENGTHEN YOUR CORE

STRENGTHEN YOUR CORE

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Retail Environment

Our brand imagery is powerful, powerful and meaningful. It plays an integral part in reinforcing the credibility of Activicor brand

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American Design & Germany Engineering The World’s Leading Nations for Innovation and Engineering Technology

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Created by: www.newyorkdesign.com.tw

455 South Quince St., Escondido, CA92005