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.
Coleman Guide Book P. 9
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 Guide Book P. 11
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!
Coleman Guide Book P. 1
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
Coleman Guide Book P. 7
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
Coleman Guide Book P. 9
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
Coleman Guide Book P. 11
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.
Coleman Guide Book P. 15
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
Coleman Guide Book P. 17
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
Coleman Guide Book P. 21
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
Coleman Guide Book P. 25
ColemanWe’re Out There.
x
x
x
10 x x
Clear
Minimum symbol size is ½ of an
inch.
P. 26
Coleman Guide Book P. 27
P. 28
do tHis
ColemanWe’re Out There.
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 Guide Book P. 29
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
Coleman Guide Book P. 31
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
Coleman identity Guide Book P. 35
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.
Coleman identity Guide Book P. 37
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
Coleman Guide Book P. 41
THE PATH AHEAD
P. 42
Current reaCH
Coleman Guide Book P. 43
Camp Stove
Tents
Lanterns
Grills
Sleeping Bags
Coolers
Flashlights
P. 44
360° of CoLeman
Coleman Guide Book P. 45
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
Coleman Guide Book P. 47
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 Guide Book P. 49
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
Coleman Guide Book P. 51
we will take you on tourS beyond your iMagination.
P. 52
retaiL store
Coleman Guide Book P. 53
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
Coleman Guide Book P. 55
P. 56
Coleman Guide Book P. 57
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
Coleman Guide Book P. 61
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
adventure iS worthwhile in itSelF. —ameLia earHart
P. 64
Coleman Guide Book P. 65
Coleman
Field Guide