1. BR AND GUIDELINES
AUGUST 2015

2. PG. 2
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CONTENTS
[re]MAKE™ MISSION STATEMENT PG. 3
OUR LOGO PG. 4
OUR BRAND COLORS PG. 5
LOGO USE DO'S AND DON'TS PG. 6
BRAND FONTS AND TYPOGRAPHY PG. 7
PHOTOGRAPHY PG. 12
EXECUTION EXAMPLES PG. 14
BRAND GUIDELINES

3. PG. 3
MISSION STATEMENT
By mimicking patterns found in nature, we create and share systems for re-manufacturing
clothing in a way that supports community and planetary well-being.
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4. PG. 4
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THE [re]MAKE™
WORDMARK
In keeping with the brand ambition of being creative and
inventive, the "[re]make" wordmark was developed to offer
flexibility and versatility in execution across many mediums.
In order to maintain consistency and legibility, take care to
ensure proper negative space around the marks, and make
proper color choices that offer optimum contrast against any
background.
Please reference the following pages for examples of
proper and improper use of the icon and wordmark.
OUR LOGO
[re]MAKE WORDMARK
The wordmark should always appear in only one color:
PMS 384U, black, or white, with care taken to ensure
sufficient contrast against the background. There is
more information on color onv following pages.
MINIMUM CLEARANCE AROUND LOGO
Use wordmark height as minimum
distance from other elements in layouts.
wordmark height
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5. PG. 5
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VERSATILE AND STRONG
The [re]make™ business involves the use of found, reclaimed and
recycled materials that may live in any range of colors outside of
the brand color palette. Because of this, there isn't a specific brand
color. The logo should primarily only be used in either BLACK
or WHITE. Care must be taken that the branding and hierarchy is
consistent and legible. Examples of proper and improper use can
be found on the following pages.
When choosing materials and substrates, uncoated and matte
surfaces are preferred to coated and shiny surfaces, to help
communicate the more earthy nature of the brand aesthetic.
OUR BRAND COLORS
BLACK WHITE
CORE COLORS

6. PG. 6
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LOGO USE DO'S AND DON'TS
DO
Take care to ensure proper contrast and legibility.
DON'T
Color the logo in anything other than BLACK or WHITE
DON'T
Place the logo over distracting backgrounds that
would compromise legibility of any part of the logo.

7. PG. 7
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RELATIONSHIP
& CONTRAST
The two brand font families — Din and Modern — were
selected to offer flexible design options and clear hierarchy.
Using the juxtaposition of serif and san-serif fonts, as well
as contrasting scale and weight, the type options provide
variability, contrast and prominence for clear messaging.
While formal applications, such as brand collateral and
presentations, will adhere to these font families, there IS
flexibility and room to get creative in unique applications
such as advertising or seasonal concepts. Examples can
be seen on the following pages.
BRAND FONTS AND TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
DIN SCHRIFT BOLD CONDENSED
DIN SCHRIFT LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
DIN ALTERNATE BOLD

8. PG. 8
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
MODERN 880 ROMAN
BRAND FONTS AND TYPOGRAPHY
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
MODERN 880 BOLD
MODERN 880 ITALIC

9. PG. 9
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HIERARCHY
Contrast of scale and style should be used to clearly
differentiate messaging between headlines, body copy,
and everything in between. There is no one right way; using
proper technique but mixing font applications will create a
feeling of newness, creativity and variety — all attributes that
naturally align with the brand.
BRAND FONTS AND TYPOGRAPHY
FONT HIERARCHY EXAMPLE 1
BU Y ING THIS JACKET IS THE FIRST STEP
IMAGINE A WORLD WHERE RESOURCES ARE USED WISELY AND CLOTHING
IS CONTINUOUSLY REMADE. IT'S STARTING NOW AND YOU CAN BE PART OF IT.
Susy Renton standing in front of Machu Picchu with her students.
It was the first time any of them had been there but Susy was breathing the hardest.
Photo: Matt Renton
GET IN THE LOOP
Originally manufactured in Singapore, this jacket has been on a three-month journey in South
America where its previous owner worked as a volunteer in a special education school. Can we track
every story of every jacket? No. But this one came with a note and well wishes for its next owner.
She wrote, "It served me well. I hope the next owner finds as much joy while wearing it as I did."

10. PG. 10
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HIERARCHY
Serif fonts generally play well off of san-serif fonts for
contrast, and can work in many layers. This also adds
personality and voice to the brand.
BRAND FONTS AND TYPOGRAPHY
FONT HIERARCHY EXAMPLE 2
BUYING THIS JACKET IS THE FIRST STEP
IMAGINE A WORLD WHERE RESOURCES ARE USED WISELY AND CLOTHING
IS CONTINUOUSLY REMADE. IT'S STARTING NOW AND YOU CAN BE PART OF IT.
Susy Renton standing in front of Machu Picchu with her students.
It was the first time any of them had been there but Susy was breathing
the hardest. Photo credit: Matt Renton
GET IN THE LOOP
Originally manufactured in Singapore, this jacket has been on a three-month journey in South
America where its previous owner worked as a volunteer in a special education school. Can we track
every story of every jacket? No. But this one came with a note and well wishes for its next owner.
She wrote, "It served me well. I hope the next owner finds as much joy while wearing it as I did."

11. PG. 11
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TYPOGRAPHY EXAMPLES
From clean, simple headlines to complex body copy that
still requires certain components to pop, these are some
examples of the brand fonts in use for reference in various
applications.
BRAND FONTS AND TYPOGRAPHY
CREATING THE CIRCULAR ECONOMY
RE-PURPOSED GOOSE DOWN. YES, PLEASE.
Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit, nihilici sta resteators
con hiliu sum nos, us, convolus inatin ia nostemusqui potam et perena, firis optis
host quidem posul tatia L. At vidicatque fui coritum sente, tam nicut no. Habereis.
esenteridiu ca; hinam esimus, quisque cons bonsi senissit recrude moeriptere.
Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit, nihilici sta resteators con
hiliu sum nos, us, convolus inatin ia nostemusqui potam et.
OZONE-CLEANED DOWN
DID YOU KNOW?
Vicatalestuis rei inatum hactur. Cupicae tam per quo corbit,
nihilici sta resteators con hiliu sum nos, us, convolus.
STRONG HEADLINE
SOFT HEADLINE
ONLINE EXECUTION
SECONDARY
CONTENT
A. DOWN JACKET WITH HOOD. Machine wash. Imported.
$399 Original retail price $149 Resell Price
Size M #67001
PRODUCT
DESCRIPTION
BLOCK
your price
$149
DOWN JACKET WITH HOOD
PRODUCT
COPY
BLOCK
SHOP NOW
GET IN THE LOOP
DOWN JACKET WITH HOOD
Vicatalestuis rei inatum hactur. Cupicae tam
per quo corbit, nihilici sta resteators con hiliu
sum nos, us, convolus inatin ia nostemusqui
potam et. perena, firis optis host quidem.
posul tatia L. At vidicatque fui coritum sente,
tam nicut no.
Vicatalestuis rei inatum hactur. Cupicae tam
per quo corbit, nihilici sta resteators con hiliu
sum nos, us, convolus inatin ia nostemusqui
potam et. perena, firis optis host quidem.

12. PG. 12
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PHOTOGRAPHY
Because we are connected to and inspired by nature, aim to
juxtapose images of people against natural landscapes or
close-ups in nature. Use images of people in real situations.
Aim for natural settings and places that inspire and capture
“the moment of the sublime,” meaning, a provocative
moment that elicits an emotional response.
The creative approach to the subject matter should represent
people that are left-of-center, think/act differently, are
optimists and change-makers, lead a balanced lifestyle and
reflect diversity and inclusion (not just externally but through
thoughts and ideas as well). While there is no formula, ideally
the images will capture at least one of four attributes:
BRAND PHOTOGRAPHY

13. PG. 13
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BRAND PHOTOGRAPHY
1. Use images of real people, not models.
2. Show people that are action oriented, not
passive. Subjects can be resting, but an interesting
and authentic back story should be communicated
through the background setting or caption.
3. Show a juxtaposition between real people and
nature.
4. Create an emotional connection by capturing the
moment of the sublime.

14. PG. 14
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BRINGING [re]MAKE™
TO LIFE
The following pages show examples of proper use of all
components including logo, color and type. Use common
sense but have fun: the [re]make™ brand should be vibrant,
eclectic, colorful and positive. When in doubt, refer to this
document for clarity in proper use of any element.
EXECUTION EXAMPLES
DISPLAY POSTER
In this example, type is used as an art element, so
it is not necessary to use the brand fonts. However,
the image and logo clearly identify the piece as
belonging to the [re]make™ brand.

15. PG. 15
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EXECUTION EXAMPLES
HANGTAG
Creating a rubber stamp of the logo and hand-
stamping onto stock luggage tags is a way of
adding a handcrafted element to the brand.
Digital "distress" filters and other techniques to
simulate a handmade look should not be used.
Instead, natural imperfections from actually
stamping by hand add an authentic sense of
craft and aligns with the brand.

16. PG. 16
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EXECUTION EXAMPLES
WEBSITE
Content on the web will constantly change and
evolve. Fonts, color and the logo within the
template should closely follow guidelines for clear
brand identification, but there is still room to play
with executions to keep the vibe of the brand fun
and upbeat.
Asit ut verspistibus maxim
fugit aciisti.
GUIDE PICKS
| Pioneers | Upcyclers | People | News |
Copyright © [re]make™ 2015 l site map
NEWED GEAR FOR YOUR NEXT ADVENTURE
Asit ut verspistibus maxim
fugit aciisti.
Asit ut verspistibus maxim
fugit aciisti.
Asit ut verspistibus maxim
fugit aciisti.
Asit ut verspistibus maxim
fugit aciisti.
WATERPROOF
JACKETS
SUMMER HIKING
ESSENTIALS
[re]NEW
ARRIVALS
BROKEN-IN
CARGOS
Climber Special

17. PG. 17
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EXECUTION EXAMPLES
PRINT ADVERTISING
Refurbished outdoor clothing
from the best manufacturers.
(Use the savings to buy a new rope.)
remake.com
IMAGINE THE VIEW FROM THE TOP

18. PG. 18
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EXECUTION EXAMPLES
Refurbished outdoor clothing
from the best manufacturers.
(Use the savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE THE VIEW FROM THE TOP
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
Refurbished outdoor clothing
from the best manufacturers.
(Use the savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE THE VIEW FROM THE TOP
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
Refurbished outdoor clothing
from the best manufacturers.
(Use the savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE THE VIEW FROM THE TOP
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
IMAGINE
THE VIEW
FROM THE TOP
Refurbished outdoor
clothing from the best
manufacturers. (Use the
savings to buy a new rope.)
ANIMATE OR TRANSITION
BETWEEN IMAGES
EXAMPLES OF DIGITAL ADVERTISING

19. TH ANKS YOU