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MERU = THE ORIGIN OF NATURE: The brand idea meets a key requirement of various outdoor target groups. Everyone wants to be get closer to the origin of nature - regardless of whether they opt for a tour on a 4000-metre mountain or a camping weekend in the natural surroundings of Allgu. But no matter where you are, you will always look for and find your personal origin of nature. This place can be described anywhere via lines of longitude and latitude.

The new meru font therefore features the design langua-ge and symbols of maps and GPS displays thus attributing the brand name a clear and functional message. The brand name lettering therefore attains independence while also saying something about the product.

BRANDBOOK Chapter 01

Label positioning / messageManual objectives

INTRODUCTION

THE ORIGIN OF NATURE.

THE meru BRAND IDEA DEFINES A MYSTICAL

PLACE: THE AXIS OF THE WORLD WHERE FOUR

RIVERS RISE AND FLOW IN FOUR DIFFERENT DI-

RECTIONS. THIS IS THE ORIGIN OF THE WORLD.

THIS BRAND BOOK serves as an orientation aid and is helpful in dealing with the insignia of the meru brand. It provides information on the correct use of basic elements, seconda-ry design media and all applications and types of branding on and concerning the product. The goal is to achieve a unique and uniform international image which strengthens the meru brand and pushes its success in the various markets. The meru Brand Book is binding for all licence partners.

IS WHERE WE LOOK FOR THE ORIGIN

OF NATURE.

MetaDesign 2010 page 36

Brand StrategyBranding South Tyrol

MetaDesign 2010 page 37

The vision and its aspects

Nature is an asset Dolomites, valleys, lakes and 300

days of sunshine a year.

MetaDesign 2010 page 38

The vision and its aspects

Exploit contrasts German/Italian, tradition/modernity, etc.

MetaDesign 2010 page 39

The vision and its aspects

Taking root and taking wing opening up to the world while preserving identity

MetaDesign 2010 page 40

Basic values

Core values

Distinguishingcore values

dumplings & spaghetti

friendly

rich in contrast

edgy and warm-hearted

unhurried/enjoying life

credible

natural

self-confident

valuable

vigorous stable

reliable

authentic

rich in tradition

MetaDesign 2010 page 41

South Tyrol is a symbiosisof the Alpine and theMediterranean, ofspontaneity andreliability, and of natureand civilization.

The positioning statement

MetaDesign 2010 page 42

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Skype YellowPantone 116 CCMYK 0/10/100/0RGB 255/205/0HEX #FFCD00

Skype Green Pantone 376 CCMYK 55/5/100/0RGB 135/200/10HEX #87C80A

Skype OrangePantone 151 CCMYK 0/60/100/0RGB 255/115/0HEX #FF7300

Skype PurplePantone 25 CCMYK 55/100/5/0RGB 140/40/140HEX #8C288C

These colours only appear in rainbows.

Corporate Design Designprogram

Foliensalat/Corporate IdentityBranding

Per Mollerup: Marks of excellence. London, 1997Wally Olins: On brand. London, 2004Hans Domizlaff: Die Gewinnung des ffentlichen Vertrauens.

Baroni; Peruccio (a cura di): Design e corporate image : per una storia dellidentit visiva nazionale. Milano, 2012

David Crow: Zeichen eine Einfhrung in die Semiotik fr Grafikdesigner. Mnchen, 2005

Otl Aicher: Die Welt als Entwurf. Berlin, 1992

Corporate Design Literature in the Reserve Collection