Rebranding Coleman Co.

Coleman Guide Book P. 1

Coleman

Field GuideColeman

Field Guide

Ferdinand Magellan was the original Coleman. Born

in 1480, he was a Portuguese explorer. Magellan left

home in search of a route from Spain westward to

the “Spice Islands.” Magellan was the first explorer

to successfully circumnavigate the globe. He found

the route to the Orient and the Indies by sailing

West from Europe.

The King of Spain backed Magellan and

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

Victoria, Trinidad, San Antonio, Conceptión, and

the Santiago—and a company of 250 seamen on

the most ambitious voyage of his age.

After passing the Canary Islands, the crew was suf-

fering badly from low morale and risking mutiny.

The fleet reached Brazil on December 15. He

continued down the coast of South America and

past the bleak coasts of Patagonia. He became the

first European to lead a crew around the southern

tip of Patagonia. This passage became known as

the straight of Magellan in his honor. He was the

first Westerner to travel into this next Ocean, which

he named the Pacific in hopes that it would always

remain calm.

Ferdinand Magellan

1480-1521

Ferdinand was a Coleman.

Amelia Earhart was the first aviatrix to cross the

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

turer from the start. As a young child she would

explore her neighborhood with her sister, climb

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

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

second hand yellow Kinner Airster Biplane and

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

new record for female flyers. Earhart continued

to study flying and in 1928 she became the first

woman to fly across the Continental United States

and back. In 1930, Earhart became an official of

the National Aeronautic Association where she

actively promoted the establishment of separate

women’s records and was instrumental in the

Fédération Aéronautique Internationale accepting

a similar international standard.

In 1937, Earhart attempted to fly around the

world. She never completed the flight and went

missing. She was officially declared dead two years

later. Earhart’s accomplishments in aviation inspired

a generation of female aviators, including the more

than 1,000 women pilots of the Women Airforce

Service Pilots (WASP) who ferried military aircraft,

towed gliders, flew target practice aircraft, and served

as transport pilots during World War II. She had the

heart of a lion and embodies the Coleman spirit.

so was amelia.

aMelia earhart

1897–1939

aMelia earhart

1897–1939

edmund was one, too.Sir Edmund Hillary was a daring and fearless climber.

Along with his Sherpa mountaineer Tenzig Norgay,

he became the first climber known to have reached

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

of the ninth British expedition to Everest. At 6 foot

five inches tall, he was lanky and uncoordinated as

a teenager. Yet he had a love for adventure and

discovered as a young man that he had greater

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

job as a bee keeper so that he could work during

the summers and pursue mountain climbing during

the winters.

Along with others, he climbed up the south

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

peak, on 30 January 1948.

Hillary was dedicated to climbing Everest, the

highest Mountain in the world. After being blocked

from attempts for political reasons, Hillary was able

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

bitter cold and snow, but Hillary and Norgay were

the only ones of their expedition to reach the

summit, and went down in history for their accom-

plishment. Hillary embodies the spirit of Coleman.

Sir edMund hillary

1919–2009

are you a Coleman?Magellan, Earhart, and Hillary all ran counter to

the commonly accepted notions of their times, and

instead led lives as adventurers.

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

altered the lives of individuals. Coleman exists to

serve the adventurers of today. From our board room

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

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

is for the explorers out there. Join us.


P. 10

Produced in 2010 by

Jordan Clare-Rothe

Academy of Art University,

79 New Montgomery Street

San Francisco, California

Copywrite © 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


Coleman

Field Guide

Contents

introduCtion

leGaCy & Future

mission statement

History

our PeoPle

tHe old lamP

tHe new summit

Colors, tyPe, & GraPHiCs

tHe PatH aHead

1

2

6

8

14

18

20

32

41

Let’s Go!


Hello! Welcome to the Coleman Field Guide. This

guide is an instructional wayfinder that will help you

find your path through the new Coleman Brand

Identity. Whereas the other field guides you have

seen will instruct you on what flora and fauna you

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

will tell you how to continue building the Coleman

Identity through all the things that make up the

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

only a new look icon or logotype, but a direction

for the brand to go in from a visual and emotional

prespective. This is where the guide starts off.

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

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

version of a summit. Beyond being a mountain top,

a summit represets accomplishment and personal

acheivement, which makes it very suitable for the

Coleman brand. The final section of the book

shows new directions of products and services that

Coleman could provide its followers.

Coleman is a brand with great history, but

it is lost in a world of more rugged and desireable

competitors. With the new branding, Coleman will

be a company that is desirable. One that a person

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

as a cheap alternative. Coleman has a bright future,

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

“the iMpoSSible MiSSionS are the only oneS which Succeed.” —JaCques Cousteau

P. 2

Coleman leGaCy

P. 3

P. 4

Coleman Future

Coleman Guide Book

P. 6

our mission


our mission

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.

P. 8

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

The young salesman was taking a stroll after a hard

day’s work selling typewriters, and spotted a new

type of lamp light in a drugstore window in Brock-

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

steady white flame and was fueled by gasoline. The

standard lamp of the era burned kerosene and

produced a smoky, flickering, yellowish light.

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

very interested in this new, steady white light that

enabled him to read even the smallest print in

books and on medicine bottles. Coleman saw

potential in the new light, and through his vision a

new company was born that would put America’s

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

ally make his name synonymous with outdoor fun.

First Light (1900–1929)

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

what his new gas lamps were capable of. He strung

his lamps from poles on both sides of the football

field at Fairmount College in Wichita, Kansas.

According to Coleman historians, the first night

football game west of the Mississippi occurred that

evening under Coleman gas lights and resulted in a

24-0 shutout of Cooper College by the Fairmount

College Wheatshockers.

At the turn of the century in America,

electric service was not an option in rural parts of

the country. When the sun went down, the work

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

a portable table lamp that would became a staple

in rural homes, and five years later introduced a

product that would help transform the company

from a local concern into a national necessity. The

new 300 candlepower lantern provided working

light in every direction for 100 yards and could light

the far corners of a barn. The Coleman® lantern

lengthened the time farmers and ranchers could

work. This significantly boosted productivity, and

fundamentally changed the work dynamic in rural

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

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.

our History


P. 10

U.S. Government declared this lantern an “essential

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

nearly 70,000 lanterns were distributed to Ameri-

can forces fighting in Europe.

Essential Equipment (1930–1945)

Less than twenty years later, World War II swept

across the globe. Like many companies, The

Coleman Company did its part to support the war

effort. Allied munitions and air forces contained

parts manufactured in Kansas by The Coleman

Company. In June of 1942 the Army Quartermaster

Corps issued an urgent request to the Coleman

Company. Field troops were in dire need of a

compact stove that could operate within a wide

range of conditions in multiple theaters, weighed

less than five pounds, could be no larger than a

quart bottle of milk, and could burn any kind

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

stoves delivered in sixty days.

Work commenced immediately to design

and manufacture a stove that met the Army’s strict

specifications. The end product far exceeded

anything that the Army had requested: the stove

could work at 60 degrees below and up to 150

degrees above Fahrenheit; it could burn all kinds of

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

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

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

involved in Operation Torch, an allied invasion of

North Africa in 1942. World War II journalist Ernie

Pyle devoted 15 news articles to the Coleman®

pocket stove and considered it one of the two most

important pieces of noncombat equipment in the

war effort, the other being the Jeep.

Have Coleman will Travel

When the war ended, Coleman’s business boomed.

Since the company had been manufacturing

products for the armed services during the war, the

inventories of normal recreational products were


depleted, and there was an enormous backlog of

demand for its regular products. And returning GIs

had a familiar attachment to the Coleman name,

given the tremendous success of the field stove. In

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

terstate highway system, and fancy new cars! Lower

prices made cars affordable for many families, and

with this newfound mobility came the urge to travel

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

ers loaded up the station wagons and took off.

Roadways were improving, but hotels in those days

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

Vacationers simply pulled off the road and made

camp on the roadside.

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

first developed two decades earlier quickly found

favor with the auto camping crowd. To retailers, the

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

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

into hunting lodges, vacation cabins and camping

trailers. Along with the lantern, the camp stove

made an ideal traveling companion and was a must

have for the family getaways.

On the Bubble (1954–1999)

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

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

were called, would sweat, rust, and were generally

inefficient. Three years later, a Coleman engineer

saw a child blowing soap bubbles, and came up with

the concept that is basically the same process used

today for insulated coolers. A plastic “bubble” could

be formed out of heated sheet plastic, and then

molded into the shape that is needed for the cooler,

and finally is snapped into place. The product

revolutionized the Cooler industry in 1957, and the

cooler that Coleman manufactured as a result of

this ground breaking process is lighter and more

efficient, and easier to clean than any cooler made

to this date. This is basically the same process that

has been used ever since.

In the decades that have followed, The

“people do not decide to becoMe extraordinary. they decide to accoMpliSh extraordinary thingS.” —sir edmund HiLLary

P. 12

Coleman identity Guide Book

Coleman Company adapted to the changes and

trends in the business of outdoor recreation. We

added tents and sleeping bags to our outdoor line

in 1962. Coleman facilities spread across not only

the country but also went international in the years

that followed to meet the supply for our high quality

outdoor products. Coleman® battery lighting hit

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

scaled new manufacturing heights by producing

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

more comprehensive catalog of products sporting

the distinctive Coleman logo, such as camping

furniture and accessories, along with award-winning

backpacking stoves with innovative fuel systems.

The Big Tent (21st Century)

The Coleman Company, Inc. added many recogniz-

able brands to our family of goods after the dawn

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

now find Sevylor® floats and towables, Stearns® life

vests, Hodgman® waders, Mad Dog Gear® ATV

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

challenge to outfit yourself for outdoor fun and

not have something from the Coleman® family of

products with you.

What started out as a lamp that could

light up four corners of a barn has become a

company that has helped light all four corners of the

globe. Coleman products have journeyed deep in

the Sahara desert, and been along on treks all the

way to the South Pole. Coleman lanterns guided

aircraft to safe landings in the Andes Mountains

in South America in the 1920s, and helped climbers

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

Hiking, camping, fishing, hunting, boating, swim-

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

the outdoors has so much to offer, and Coleman has

everything to help you get out there.

Copy from Coleman Company Website, Dec. 2010

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

P. 13

P. 14

our PeoPLe

BurnerAn 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.


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.

P. 16

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.

our PeoPLe

“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


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.

P. 18

The old Coleman icon featured a lantern, a tribute

to the first item manufactured by W. C. Coleman

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

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

ways a stale, outdated logo.

It is important to recognize that although

Coleman started with a lantern, it is much more,

today. Coleman has expanded to many facets of

the adventurers life. The Coleman brand is much

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

should be, as well.

the oLd LamP

Slanted & red

P. 19

P. 20

The new Coleman icon is everything that Coleman

should be. It is tough, structurally sound, and

optimistic. The solid geometry of its form is no

nonsense. The viewer first perceives the mountain

in the middle. This represents the summit, the

high point, both literal and figurative, that every

adventurer aspires to go.

The entirety of shape makes up the second

read the viewer makes, the capital letter C for

Coleman. The elements of the shape also make a

gentle nod to a North pointing compass, an object

that represents direction in a world full of options.

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

while the colors are decisively contemporary.

the summit mark

tough & optiMiStic


P. 22

LoCk-uP

P. 23Coleman Identity Guide Book

ColemanWe’re Out There.

SymbolLogo-

Signa-

Coleman identity Guide BookColeman Guide Book

P. 24

The Coleman logo is tough and durable. It can be

kicked around a campsite, but that doesn’t mean

that it should have to endure a drop shadow. Treat

the symbol well. You never know when you are

going to need it. There are a number of treatments

that are acceptable in different situations, and many

that are not. Always follow the rules provided in

this document.

Always leave an appropriate amount of space

around the signature. This space is equivalent in

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

The slogan “We’re Out There” should be

used as part of the signature. This slogan shows

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

of people who not only build equipment for the

outdoors, we also take part in exploring.

The logotype is in the typeface Gotham

Bold. The slogan must be set in Sentinel.

BreakinG it down



x

x

x

10 x x

Clear

Minimum symbol size is ½ of an

inch.

P. 26


P. 28

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.


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

don’t do tHis

oleman

P. 30


we’re out there

P. 32

CoLor PaLette

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

yellow represents the Coleman spirit that we want

to show through out our printed and web material.

In an otherwise terrestrial palette, the yellow and

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

ground the spectrum.

Pantone colors will provide the truest representa-

tion of the colors, but are a higher price and

unrealistic to use for all colors in all documents.

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

used in most printed material, and RGB will be

used for material destined for the screen. When

presented with the opportunity to use one Pantone

color in printed material, use it for the yellow

or orange.

PMS 123 C

PMS 130 M

PMS 115 U

CMYK: 0,15,100,0

RGB: 255, 212, 0

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

Coleman identity Guide Book P. 33

P. 34

tyPe use

All of the Coleman print material—aside from the

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

and Verlag Book.

Vitesse is a robust, muscular slab serif from

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

job done. Vitesse is to be used for headlines and

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

difficult to read in long stretches and should never

be used as a body copy.

That is where Verlag comes in. Verlag book

is a geometric sans-serif typeface designed also

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

for body copy and sub-headlines.

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 BoldAa 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 BookAa 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


P. 36

GraPHiC eLement

A diagonal line is the them of Coleman’s graphic

element. The line should be at a 60 degree angle

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

equalateral triangle, which is the central symbol of

the new Coleman icon. A diagonal line also gives

the impression of action, which is in unison with

Coleman’s message.

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

a large swath that can run over black and photographs.

Two large swaths can run over one another and multi-

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

a series of narrow one-point wide stripes.


PHotoGraPHy

The Coleman photographic style should always

be aspirational. It is about what is possible, not

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

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

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

white photographs should be used in good balance

with color photographs.

P. 38

P. 39

P. 40


THE PATH AHEAD

P. 42

Current reaCH


Camp Stove

Tents

Lanterns

Grills

Sleeping Bags

Coolers

Flashlights

P. 44

360° of CoLeman


TentsCamp Stove

Backpacking recipes iPod App

Backpacks

Rockclimbing Equipment

SnowboardsGear for People with Disabilities

Solar Powered iPod Speakers

Healthy Prepared Food

GPS system

Online Maga-zine

TV Station

Retail Outlet

Outdoors Club

Adventure Teams

Guided Wilderness ToursLand Preservation

Back Country Food

BACK COUNTRY

BACK YARD

PHYSICAL MENTAL

P. 46

“people protect what they love.” —JaCques Cousteau


At Coleman, we need to do more than build supplies

to go into the outdoors. We need to take responsibil-

ity 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.

Land Preservation

P. 48


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.

Guided tours

P. 50


we will take you on tourS beyond your iMagination.

P. 52

retaiL store


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.

P. 54

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.

tents


P. 56


our tentS will accoMpany you anywhere you want to go.

P. 58

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.

PaCks

P. 59Coleman Guide Book

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.

soLar Powered iPod sPeakers

P. 60

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 mate-

rial we use while we wait for our next trip.

Business materiaLs


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 fi nd 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 fl y 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.

Never do things others can do and will do if there are things others cannot do or will not do.

—Amelia Earhart

To: Amelia Earhart

From: Jordan Clare-Rothe

RE: Thank you

Date: December 9, 2010

Jordan clare-rothe

Creative Director

The Coleman Co. Inc.

p/ (316) 555-1212

f/ (316) 555-1213

e/ [email protected]

adventure iS worthwhile in itSelF. —ameLia earHart

P. 64


Coleman

Field Guide

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Rebranding Coleman Co.

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