BACKGROUND Established in 2001, Earth Gear is one of the youngest Brands in the Outdoor industry. It represents the new generation of outerwear. Outer

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1 BRAND BOOK

2 BACKGROUND Established in 2001, Earth Gear is one of the youngest Brands in the Outdoor industry. It represents the new generation of outerwear. Outerwear that is just as home on the mountain as it is off the mountain. The Earth Gear product lines range from the classic outdoor activities such as Hiking and Alpinism to the more city orientated Skate and Urban lines. For the Fall/Winter season, Earth Gear provide a unique range of Extreme Condition Gear for ultimate comfort and style in the climatic conditions of a Russian Winter as well as a Ski and Snowboard line for winter sport activities. Our lives continue to evolve at faster and faster pace in which we move from one environment to the next at a rapid pace. Our Outdoor gear needs to transition with us providing the functional comfort and the right styling to feel at home on the mountain or in the city. The Earth Gear product range intergrates modern styling with functional fabrics to allow you to be comfortable whereever you take it; being a early morning hike along the Mockva River or and afternoon stroll down the Teresskya street. Earth Gear: products designed for your personal outdoor adventures.

3 VISION To be the leading Russian Outdoor Brand

4 BRAND POSITIONING A Russian Outdoor Brand of gear (footwear and apparel) that integrates style and innovative outdoor technology in order to maximize the outdoor experience.

5 BRAND VALUES

6 OUTDOOR We are focused on using weather protection technology in order to enhance consumer s outdoor experience and provide comfort for consumers to enjoy the outdoors.

7 STYLE We are conscious of modern styling and astetics in order to ensure that the consumer looks good and can transition easily from active to lifestyle activities. Our products look good on and off the mountain.

8 TECHNOLOGY We are an early adapter to new technical innovations and we strive to evolve core technologies through continuous improvements and developments.

9 RUSSIAN We are a RUSSIAN Outdoor Brand and driven by the spirit and requirements of the Russian consumer. Our weather protection gear is designed to provide maximum protection and comfort in Russian climatic conditions from the depths of Siberia to the Black Sea.

10 CORPORATE IDENTITY

11 LOGO CORPORATE RULES Earth Gear logo is completed in two standard corporate colors. It doesn t have invert color version. The standard logo in corporate colors can be used for all corporate printing materials and graphics. Logo rules for product branding are based on per-line basis (see Product Branding part). Minimum size for Earth Gear logo for printing materials - 20 mm (for small accessories for product branding - according to production restrictions). Logo proportions - 1 х 5. Earth Gear logo color variations Corporate colors 1 Pantone 173 CMYK: 0/69/100/6 5 Global Black CMYK: 0/0/0/100

12 LOGO DO AND DON TS [1] DO NOT: 1 Don t change the logo by using part of its elements. 2 Don t scale the logo unproportiionally. 3 Don t rotate the logo anyhow exept for 90 0 angle (for product branding - optional)

13 LOGO DO AND DON TS [2] For full color printing and for printing with 2 pantones and more - use 2-color standard Earth Gear logo (for grayscale version orange become 50% of black). For using on black background - use standard logo with thin orange stroke around the main frame. Logo rules for product branding are based on per-line basis (see Product Branding part). Sometimes when printing opportunities are restricted to 1 color - black & white logo version can be used (if on black background - with thin white stroke around the main frame.

14 LOGO DO AND DON TS [3] DO NOT: 1 Don t change or inverse the logo corporate colors. 2 Don t change the logo corporate colors for others. 3 Using logo on photo background - use only the standard Earth Gear logo (without a stroke around the main frame)

15 FONT Earth Gear corporate font for any creative work and advertising is Parangon in 3 versions. Parangon 430C (PT Parangon 430 Bold Cyrillic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz АБВГДЕЁЖЗИЙКЛИНОПРСТУФХЦЧШЩЬЫЪЭЮ абвгдеёжзийклмнопрстуфхцчшщьыъэю !@#$%^&*()_+ Parangon 330C (PT Parangon 330 Regular Cyrillic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz АБВГДЕЁЖЗИЙКЛИНОПРСТУФХЦЧШЩЬЫЪЭЮ абвгдеёжзийклмнопрстуфхцчшщьыъэю !@#$%^&*()_+ Parangon 230C (PT Parangon 230 Light Cyrillic) ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz АБВГДЕЁЖЗИЙКЛИНОПРСТУФХЦЧШЩЬЫЪЭЮ абвгдеёжзийклмнопрстуфхцчшщьыъэю !@#$%^&*()_+

16 PRODUCT BRANDING

17 GENERAL BRANDING REGULATIONS Branding is defined on a per category basis. Whithin each category branding must be consistent. Product branding regulations: PLEASE USE CLEAR BRANDING WITH EARTH GEAR LOGO FOR EVERY ITEM! Special design elements (like patches, prints and other trimming elements) do not replace branding with Earth Gear logo! In general, OUTERWEAR and TOPS - the main Earth Gear Branded should be located on chest as well as the EG logo version - on the sleeve. Small accessories, trimming tags and other decorative elements will mainly use the EG logo version, but can use the full Earth Gear logo if adequate space is available. For PANTS - the main Earth Gear logo should be placed for performance pants and on more lifestyle categories on the front side of the item (on pocket/pocket flap) on back label/jeans lable. Combination of these two logo variants can be use on small accessories, trimming tags and other decorative elements. In cases of making the main Earth Gear logo a part of general design (ex. sweaters) - this way of branding is enough, provided the logo is in original font.

18 MEN S EXTREME CONDITIONS CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on left chest side - Earth Gear horizontal with frame. As for small accessories or graphic elements - you can use EG initials. COLOR RECOMMENDATIONS: Color preferences are - frame should be mainly silver reflective badge. SIZES: For Jackets: 8 cm length For Pants: 7 cm length

19 MEN S EXTREME CONDITIONS CORRECT LOGO USAGE: Example of Line Branding - Extreme Conditions is used as a line name. 2. Earth Gear used as a part of Graphic Element, not branding. Inside labels are going to be standard for the whole collection, with Earth Gear (long full lettering) with standard frame. Redesign is done on pre-line basis (see INSIDE LABELS page).

20 WOMEN S EXTREME CONDITIONS CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on left chest side - Earth Gear horizontal without frame. It can be an embrodery or printed. For sweaters badges or flag label with logo can be used as a main branding. COLOR RECOMMENDATIONS: Design element Use color matching with main line color theme or off-tone color. SIZES: For Jackets: 8 cm length For Pants: 7 cm length

21 MEN S ADVENTURE HIKING CORRECT LOGO USAGE: General rule for the line is to use Earth Gear logo as embrodery in all cases. Insulation tops For small accessories both Earth Gear and EG letterings can be used as with frame as without where possible. COLOR RECOMMENDATIONS: Pants Color preferences are - logo should be off-tone (2 color tones lighter or 2 color tones darker). Avoid contrast color combinations (orange on black). SIZES: For Jackets: 8 cm length For Pants: 8 cm length

22 MEN S ADVENTURE DYNAMIC CORRECT LOGO USAGE: General rule for the line is to use Earth Gear logo with frame. The logo should be printed (not badge) with frame. For small accessories both Earth Gear and EG letterings can be used. Special design elements, like badges, prints and other decorative elements can be used in addition to general branding according to design for the particular line. COLOR RECOMMENDATIONS: Color preferences are - logo should be silver reflective. SIZES: For Jackets: 7 cm length For Pants: 7 cm length

23 WOMEN S ADVENTURE CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on left chest side - Earth Gear horizontal without frame. It can be an embrodery or printed. For sweaters - badges or flag label with logo can be used as a main branding. COLOR RECOMMENDATIONS: Color preferences are - logo should be off-tone (2 color tones lighter or 2 color tones darker). Exept knitted-tops, where can be used colors matching with design elements (prints) colors. SIZES: For Jackets: 7 cm length For Pants: 7 cm length

24 MEN S SKI CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on chest - Earth Gear (long full lettering) with standard frame. As for small accessories - you can use both Earth Gear and EG letterings as with frame or without where possible. Inside labels are going to be standard for the whole collection, with Earth Gear (long full lettering) with standard frame. Redesign is done on pre-line basis (see INSIDE LABELS page). COLOR RECOMMENDATIONS: Color preferences are - frame should be grey or silver metalic. SIZES: For Jackets: 7 cm length For Pants: 7 cm length

25 WOMEN S SKI CORRECT LOGO USAGE: Design element Design element It is important to use only one type of Earth Gear logo on chest - Earth Gear (long full lettering) with standard frame. As for small accessories - you can use both Earth Gear and EG letterings as with frame or without where possible. Inside labels are going to be standard for the whole collection, with Earth Gear (long full lettering) with standard frame. Redesign is done on pre-line basis (see INSIDE LABELS page). COLOR RECOMMENDATIONS: Color preferences are - frame should be done using less plastic colors looking. SIZES: For jackets: 6 cm length For pants: 6 cm length

26 MEN S SNOWSPORTS No branding CORRECT LOGO USAGE: For sweater Graphic element, not branding For trimming Graphic element The line should be MORE BRANDED. By now it is branded mostly with small EGX buttons only and cannot be identified as Earth Gear product easily. So it is important to use EG initials without frame on chest for better product branding. As for small accessories - you can use EG initials only. Special design elements, like shields, prints and other decorative elements can be used in addition to general branding according to design for the particular line. For knitted-tops - logo on chest is implemented as EG metal letters sewn onto the item. Afterwords it will be changed for metal embroidery block fixed on the back side - to better assembling onto the product. COLOR RECOMMENDATIONS: Silver metal letters or emroidery/emboss. SIZES: For Jackets: 4 cm length For Pants: 4 cm length

27 MEN S URBAN CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on chest - EG initials (metal or embroidery). Logo and Graphic element As for small accessories - you can use EG initials only. The same rule is for logo on leather label for jeans/pants - EG initials in the standard font. Special design elements, like shields, prints and other decorative elements can be used in addition to general branding according to design for the particular line. COLOR RECOMMENDATIONS: Color preferences - use metal letters or embroidery or emboss. SIZES: For Jackets: 4 cm length For Leather Jackets: 4.5 cm length For Pants: 4 cm length For Knitted: 3 cm length

28 WOMEN S URBAN CORRECT LOGO USAGE: It is important to use only one type of Earth Gear logo on chest - EG initials. Graphic element, cannot be the only branding As for small accessories - you can use EG initials only. The same rule is for logo on leather label for jeans/pants - EG initials in the standard font. Special design elements, like shields, prints and other decorative elements can be used in addition to general branding according to design for the particular line. COLOR RECOMMENDATIONS: Color preferences - use a tonal logo (the same color as the garment). SIZES: For Jackets: For Pants/Jeans/Knitted: 3 cm length 2.5 cm length

29 MEN S CASUAL CORRECT LOGO USAGE: Old logo It is important to use only one type of Earth Gear logo on chest - Earth Gear (long full lettering) without standard frame. The logo must be embroidery or embossed on leather. On left sleeve logo can be placed optionally (depending on season). For jeans/pants - use logo on leather label. COLOR RECOMMENDATIONS: Old logo Color preferences - logo must be tonal, sometimes embossed on leather (for Knitted and Pants). SIZES: For Jackets/Tops: 7 cm length For Pants: depending on label size

30 INSIDE LABELS Inside labels for Jackets should be standard for the whole collection and be used on a per-line basis (with Earth Gear long full lettering with standard frame and the name of the line). Men s Women s

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