Sanita Clogs Global Brand Manual / vol.1 / A GLOBAL LEADER IN FOOTWEAR DESIGN. /

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1 / A GLOBAL LEADER IN FOOTWEAR DESIGN. / Sanita Clogs Global Brand Manual / vol County Center Drive. Suite 100. Temecula. CA / HI-Park 301. DK 7400 Herning

2 Sanita Clogs / Contents INTRODUCTION 0.0 SANITA INTRODUCTION HELLO AND WELCOME. Dear friends and colleagues, The Sanita Clogs brand is now used by more than a dozen global distributors, hundreds of dealers and millions of consumers from all over the world. We believe it is an extremely valuable asset that can generate substantial success for all involved with it. Therefore, we have created this brand manual, which aims to help people who use the brand to understand the brands origin, its values, and how to get the most out of it. Sanita Clogs brand manual is designed as an easy-to-follow guide that communicates the brand identity and helps you use the critical components of this manual effectively and correctly. The various elements of the identity system are illustrated, and their specific usage is described that it is relevant to a wide range of communication applications. The effectiveness or success of the corporate identity, however, depends entirely on its consistent implementation. It is critical for Sanita Clogs to adhere to these guidelines to ensure that it continues to convey its message to all its audiences of being a premium footwear brand. At the same time, there is scope for flexibility in certain applications. Best regards, Jan Guldbæk Sales Director Sanita Clogs -The Original Danish Clogs / Since CONTENTS OF THE GLOBAL MANUAL 0 Introduction 1 Sanita Timeline 3 Sanita s Story / Origin 4 Vision Statement Mission Statement 5 Brand Values 6 Accreditations / Responsibility 7 Brand Strategy 8 Brand Strategic Map 9 Logo / Flag Icon 10 Brand Colors 11 Typography 12 Essence of Photographic Styling 13 Global Business Card Global Signature Global Canvas Retail Bag 14 Global Advertisement 16 Global Distribution THANK YOU. >WE INVITE YOU TO GET TO KNOW OUR COMPANY AND VALUES TO THE CORE. / 00 /

3 OUR HISTORY / IT IS THE SANITA LEGACY- SINCE To fully understand our current collections - see where the creative journey began... many, many, many years ago. INTRODUCTION 1791 A number of farms in central Jutland took on a clog maker to make wooden clogs for selling at local markets or to traders. A skilled clog maker was expected to make at least five pairs of clogs a day The shepherd boy Christen Meldgaard Andersen is now 18 years old, and is apprenticed as a slipper maker. During his apprenticeship he learns the craft that becomes the foundation of Sanita s success On 4 February, Christen Meldgaard Andersen opens his shop and workshop on Skolegade in Herning. Riding his bicycle and with two pairs of clogs under his arm, he sets out to visit the general stores in the local area. Sales really take off when he starts travelling by train to visit potential customers in the larger towns nearby Christen s son, Johannes Meldgaard Andersen, starts working at the company and becomes a co-owner seven years later Sanita maintains its position and launches colorful clogs, and that year s big hit wooden-soled boots The flexible SanFlex model is launched and becomes a tremendous success. Clogs are no longer made with only wooden soles Sanita produces more than 1 million pairs of clogs annually, of which just over half are exported. ı THE PRESENT Sanita continues to expand and is constantly looking for fresh distributors. We now cover all corners of footwear: work wear, fashion and comfort. ı 1481 The first written accounts of wooden clogs are found in Denmark. For the next 400 years, wooden clogs are the most widely used type of footwear, especially in central Jutland - close to where the vast number of woodland clogs are produced on an extensive scale Newly made clogs are smoked to harden the clogs and prevent the wood from cracking. It is during this process that the clogs acquire their characteristic red-brown color. Depending on the intended use, clogs are fitted with a metal bracket or a lined leather strap across the instep The wooden clog with leather upper was the most popular model in Denmark Christen Meldgaard Andersen moves the company to larger premises on Mindegade, and sales are steadily increasing Clog production is transferred to an independent company, A/S Sanita Træfodtøj, situated in Herning, Denmark Sanita was turned into a holding company and exports grew Sanita forms a sales company in the US, to have more presence in the US market Sanita is sold to new owners. 40 million Euro in sales and we have distributors in more than 50 countries. HISTORY IS STILL IN THE MAKING-LITERALLY./ >WE ARE TRULY THE ORIGINAL - NO TWO PAIRS ARE EXACTLY THE SAME... / 02

4 INTRODUCTION MISSION / VISION STATEMENTS 1.0 SANITA VISION STATEMENT SANITA VISION STATEMENT A LOOK AT OUR HISTORIC PAST To begin the journey, first examine our past. We are innovators of fresh ideas and a quality lifestyle. THE SANITA STORY Sanita Clogs are a part of Danish heritage. Preserve the integrity of our brand, while embracing your role in carrying on our tradition and innovation for both practical design and fashion footwear. / Become an ambassador and conveyor of our historic contribution to the world. / Denmark has for generations been a clog nation for several reasons. Despite its modest size, Denmark has for centuries been a farming country of wide open spaces, high skies and thousands of workers feet having to make their way across fields and wheel tracks. And where there were no fields, vast expanses of land were covered in woodland, deciduous woods in particular. And these very circumstances were seen as an obvious opportunity by our thrifty, visionary and skilled forefathers. They made a virtue out of necessity and used the available materials to make a primitive kind of footwear: a hollowed-out piece of wood to wear on your feet. Over the centuries, this ingenious invention was further developed, improved, and refined into what we today know as clogs. / We are innovators of fresh ideas and a quality lifestyle. / Sue Anita everyone s darling. Sanita is named after one of the foster-great-granddaughters of the founder, Christen Meldgaard Andersen. Sue Anita was the apple of his eye, and a reliable, honest and powerful girl. The old man identified these good values with the Sanita brand. And we still do. / Sanita is founded on heartfelt, basic and sensible principles. / [The Vision Statement is a picture of our company in the future. The intent is to answer the question, Where do we want to go? Besides giving us inspiration in business development, the paragraph uncovers our core values. We utilize the Vision Statement as the framework for all our strategic planning.] In 2013, consumers all over the world regard Sanita as a market leader in terms of remarkable craftsmanship, unique quality, comfort, sustainability and trendsetting design. Our passion for good craftsmanship, high-quality materials and healthy feet leads us to success and fulfillment in everything we do. We believe in a creative lifestyle, healthy living and freedom to explore the world. We create the basis for blissful moments and sharing and caring between people. We unite people across borders, generations and traditions. Every human being is unique and special and our footwear brings these individual qualities to the forefront by creating a strong and creative foundation for personal expression and empowerment. / We make people visible. / 1.1 SANITA MISSION STATEMENT SANITA MISSION STATEMENT [The Mission Statement describes the fundamental purpose of the Sanita Clogs organization and answer the question Why are we here? It defines our customers and the critical processes in meeting their needs. We utilize our Mission Statement whenever we evaluate a strategic decision.] Sanita sets the standard for modern clogs production through constant development and the innovative use of an unrivalled track record for the various shoes categories. With a global approach, we constantly strive to challenge the traditional perception of our footwear and incessantly we keep launching both practical and fashionable products in different markets. The Sanita Clogs stakeholders are men and women with a desire for individual expression of human values through their choice of footwear. We meet our primary stakeholder s needs with a range of products compiled in easily accessible brand categories. > BECOME AN AMBASSADOR AND CONVEYOR OF OUR HISTORIC CONTRIBUTION TO THE WORLD / We give people easy-to-decode shoe brands. / Global Approach. > CURRENTLY REPRESENTED GLOBALLY IN OVER 50 COUNTRIES / 03 / 04

5 THE SANITA BRAND VALUES ACCREDITATIONS / RESPONSIBILITY 2.0 SANITA BRAND VALUES 2.1 SANITA ACCREDITATIONS BRAND VALUES [The Brand Values support the Sanita Clogs Vision Statement and Mission Statement, and represent what we as Sanita Clogs stakeholders have in common. Sanita Clogs should be considered as an umbrella brand, with a shared Vision, Mission and Brand Values. Sanita Clogs Brand Values are the core of our organization and the foundation for the way we do business.] DANISH Proudly we harness the core values connected to Sanita s Danish background and history. Sanita is a household name in Denmark and beyond comparison this modest nation is known worldwide for its outstanding design, special home culture and innovative thinking. HANDCRAFTED No two pairs are the same, because our shoes are handmade, well-crafted and recognized for their unrivalled and unique quality. HERITAGE We are the originals. Sanita is the oldest existing clog brand in Denmark. Our brand has been and continues to be under constant development, with respect to our local heritage. RESPONSIBLE In our business behavior and product development, we show respect to our local and global surroundings. Our focus is to maintain an ecologically sustainable production and choose material with circumspection for the future of the earth. (FSC, Grüner Punkt) INNOVATIVE In our market approach and product development, we demonstrate innovative thinking by setting new trends and standards for design. SANITA RESPONSIBILITY In our business behavior and product development, we show respect to our local and global surroundings. Our focus is to maintain an ecologically sustainable production and choose material with circumspection for the future of the earth. ACCREDITATIONS The Forest Stewardship Council (FSC) An international non-profit, multi-stakeholder organization established in 1993 to promote responsible management of the world s forests. Its main tools for achieving this are standard setting, independent certification and labeling of forest products. This offers customers around the world the ability to choose products from socially and environmentally responsible forestry. Grüner Punkt - Green Dot The [[grüner Punkt]] is a green symbol used on packaging materials that are suitable for recycling and should therefore be discarded in the gelbe Tonne or gelber Sack, separate from other waste. Manufacturers wishing to use the symbol on their products must obtain a permit from DSD (Duales System Deutschland GmbH) American Podiatric Medical Association (APMA) APMA s staff, comprised of approximately 60 professionals, is dedicated to promoting foot and ankle health, member service and professional excellence. Looking towards the future, the APMA will continue to advance the growth and stability of podiatric medicine by increasing nationwide awareness of foot and ankle health through public education and legislative advocacy. American Society for Testing And Materials Established in 1898, ASTM International provides a global forum for the development and publication of international voluntary consensus standards for materials, products, systems and services. Known for their high technical quality and market relevance, ASTM standards are used in research and development, product testing and quality systems. ASTM standards are a critical element of the information infrastructure that guides manufacturing and trade in the global economy. / 05 / 06

6 SANITA BRAND STRATEGY / BRAND STRATEGIC MAP 3.0 SANITA BRAND STRATEGY [The Brand Strategy is based upon market knowledge and analysis of our end-users desires and needs. The Brand Strategy represents what all Sanita Clogs stakeholders have in common across cultural differences.] 3.1 Brand Strategy Sanita Clogs should be considered as an umbrella brand with a shared Vision, Mission and Brand Values. Under the umbrella, we also find our Brand Categories. Based on our shared Brand Values, each Brand Category has its own unique expression rooted in the needs of our primary end-user market segment. We meet our primary end-user s needs with a range of products compiled in the following brand categories fashion, heritage, comfort, and work wear shoes. Each Brand Category is easily accessible and gives our customers the feeling of being at home in the brand. The Sanita Clogs Brand Categories are further described in the Brand Strategic Map. SANITA CLOGS COLLECTIONS 3. 2 SANITA BRAND STRATEGIC MAP [The Brand Strategy is based upon market knowledge and analysis of our end-users desires and needs. The Brand Strategy represents what all Sanita Clogs stakeholders have in common across cultural differences.] 3.2 Brand Strategic Map Each Brand Category has its own unique expression rooted in the needs of our primary end-user market segment. The Brand Strategic Map shows what standards each category has to meet regarding production, design, marketing and sales. The Brand Strategic Map points out: > Brand Character: What are the distinctive characteristics of the category? > Market Segment: What describes the target group? > Consumer needs: What kinds of needs are covered by the brand category within the market segment? Sanita FASHION Sanita COMFORT Sanita HERITAGE Sanita WORK WEAR FASHION COMFORT HERITAGE WORK WEAR BRAND CHARACTER Fashionable shoes that meet the high standards of modern and trendy design Fashionable, Responsible and Unique Expression Comfortable, responsible and practical shoes Trendy shoes that are brought back to the customers from Sanita s history Every shoe contains a story from the past Responsible, practical and tailored for work OUR COLLECTIONS FASHION Unique, responsible and fashion-conscious choice of shoes for all social contexts MARKETING SEGMENT 1 - Women years old - Living in large cities - Conscious of quality - Responsible - Ready for change - Interested in fashion and appearance - Reasonable clothes budget - Women years old - Living outside large cities - Traditional - Focus on practical things - Responsible - Traditional - Often a mother - Women years old - Living in large cities - Very interested in fashion and trends - First movers - Urban - Women in relevant trades and professions - Focus on both the practical and visual aspects of work shoes COMFORT Responsible, comfortable and practical alternative to the everyday shoe MARKETING SEGMENT 2 - Men years old - Living outside large cities - Focus on practical things - Men in relevant trades and professions - Practically minded HERITAGE Unique and trendy footwear with an edge and a story from the past MARKETING SEGMENT 3 NEEDS Desires a unique, responsible and fashion conscious choice of shoes for all social contexts Desires a responsible, comfortable and practical alternative to the everyday shoe Desires unique and trendy footwear with an edge - Companies with a need for work clothes/ safe footwear The conscious and practical alternative to the working shoe PRICE Medium/High Medium High Medium WORK WEAR Conscious and practical alternative to the working shoe SANITA CLOGS COLLECTIONS FASHION COMFORT HERITAGE WORK WEAR / 07 / 08

7 SANITA CORPORATE LOGO & ICON PRIMARY TYPOGRAPHY SANITA DESIGN MANUAL Introduction: SANITA BRAND MANUAL [The Design Manual embodies everything we stand for and influences the look and feel of everything we do.] 4.0 Design Manual The Design Manual aims to ensure that the basic elements of our visual identity are used clearly and consistently on all of our printed and electronic communications. The following pages give a greater insight into the elements that make up our visual identity. 4.2 SANITA PRIMARY TYPOGRAPHY A typeface is a set of characters of the same design. These characters include letters, numbers, punctuation marks and symbols. The term typeface is often confused with font, which is a specific size and style of a typeface. Consistency in typography when used to represent the Sanita brand is essential in creating the desired look and appeal of the company. Repetition of the core brand typefaces promotes brand awareness and trust in the overall stability and reliability of Sanita s identity, both internally and externally. ADDITIONAL NOTE TO USERS. Seasonal typographic fonts will be chosen as a way of featuring new season collections. The highlighted Sanita typefaces on this page are the brand s core foundation. On occasion, italics and other weights within these families may also be used that are not detailed here. Please note that these guidelines are for visual identity and design. For questions regarding design and/or guidelines on writing style/tone of voice, please contact the communications and marketing department, or visit our website: 4.1 SANITA LOGO / FLAG ICON The Sanita logo identifies our business in its simplest and most straight-forward manner. The Original Danish Clogs is the foundation of our entire company and cultural heritage. Purpose of successful usage of the Sanita Logo - Promotes the business professionally in the market - Helps in attract potential customers and clients to the business - Gives a unique and innovative identity to the business - As important to the business as the business name > DO S AND DON T S OF THE SANITA LOGO / ICON ADDITIONAL NOTE(S) TO USERS OABOUT THE LOGO. - Only represent logo in black or reversed out in white - Always have the registration mark as part of the logo - Do not remove the line The Original Danish Clogs - Do not remove the line Since Keep in the correct proportions (No distorting of the logo) - All logo verbiage must be legible MYRIAD PRO - Mainly used for informational / body content > MYRIAD PRO - Light Condensed (HEADLINES) > MYRIAD PRO - Condensed (HEADLINES) > MYRIAD PRO - Light (BODY COPY) > MYRIAD PRO - Regular (HEADLINES) AaBbCcDdEeFfGgHhIiJjKkLlMmNn OoPpQqRrSsTtUuVvWwXxYyZz > LOGO - PANTONE BLACK C ADDITIONAL NOTE(S) TO USERS ABOUT THE FLAG - Sanita Danish flag icon is only to be used in red (PMS 186C) - Keep in the correct proportions (No distorting of the icon) - Use the proper orientation and direction of the icon - No background image showing behind the icon (ONLY WHITE CROSS SECTIONS) BODONI BE - Mainly used for informational / body content > BODONI BE - REGULAR (DISPLAY HEADLINES) AaBbCcDdEeFfGgHhIiJjKk > LOGO - Reversed out of a background CENTURY 725 BT - Mainly used for informational / body content > FLAG ICON - Correct proportions and approved orientation. White area behind flag. > CENTURY 725 BT - (BODY COPY FEATURES) AaBbCcDdEeFfGgHhIiJjKk AaBbCcDdEeFfGgHhIiJjKk / 09 / 10

8 SANITA CORPORATE LOGO & ICON / PRIMARY COLOURS PHOTO ESSENCE 4.3 SANITA PRIMARY COLORS Consistency in colors when used to represent the Sanita brand is essential in creating the desired look and appeal of the company. Repetition of the core brand colors promotes brand awareness and trust in the overall stability and consistency of Sanita s identity, both internally and externally. Pantone Matching System (PMS) PMS is a popular color matching system used by the printing industry to print spot colors. Most applications that support color printing allow you to specify colors by indicating the Pantone name or number. This assures that you get the right color when the file is printed, even though the color may not look right when displayed on your monitor. PMS works well for spot colors but not for process colors, which are generally specified using the CMYK color model. ADDITIONAL NOTE TO USERS. Seasonal colors will be chosen as a way of featuring new season collections. CMKY - Color mode used for print items RGB - Color mode for monitor and LCD screens PANTONE BLACK C CMYK Breakdown RGB Breakdown SS11 Sanita Clogs images Gradient Range Available for Use. 0% % PANTONE 186 C - Mainly used as an accent color - This color refelects the Danish Flag s PMS CMYK Breakdown RGB Breakdown SANITA PHOTO ESSENCE SAMPLE CONTACT SHEET The general photo essence in capturing the brand image of Sanita is in the serenity and security of being fashionably comfortable. Strolling through the outdoors, relaxing with friends, trekking to work and being front and center on the urban scene - these all create a confident mood and mind-set while wearing our Sanita product line. The lifestyle images capture the diversity of the product demographics, but consistently express the balanced state of mind that a clog wearer finds in the soles of our shoes. We style our seasonal photos with this innovative and original spirit in mind. / 11 / 12

9 Sanita Clogs / Global Brand Manual Sanita Clogs / Global Brand Manual GLOBAL BUSINESS CARD / SIGNATURE / RETAIL BAG GLOBAL BUSINESS CARD / SIGNATURE / RETAIL BAG 4.5 SANITA GLOBAL BUSINESS CARD 4.8 SANITA GLOBAL ADVERTISEMENT The global business card is designed with the concept in mind that it can be used for representing all categories of the Sanita Clogs brand. We use our core Brand Strategy words to further identify with our customer on the values and structure of the company. The global ad will feature a lifetsyle image that highlights new season collections and seasonal sampaign. See SS12 example below. Front Back SANITACLOGS.COM 4.6 SANITA SIGNATURE Keeping the logo consistent and straight-forward, we will use the Sanita logo as seen to the right - along with the contact information set in Myriad Pro-Condensed, 12 pt. Direct HI-Park Herning Denmark T F WOMEN MENS KIDS/ FASHION COMFORT HERITAGE WORK WEAR YOU ARE ORIGINAL/ WEAR THE PART. D A 4.7 SANITA GLOBAL RETAIL BAG N I S H B Y D E S I G N Our Global Canvas Retail Bag that promotes being conscious of the environment and encourages re-use. This bag will be large enough to carry comfort boxes or a tall boot box. / 13 / 14

10 / A GLOBAL LEADER IN FOOTWEAR DESIGN. / Tak.(Thank you.) We look forward to doing business with you. SANITA GLOBAL DISTRIBUTORS Sanita Clogs Global Brand Manual / vol.1 SANITA GLOBAL DISTRIBUTORS > As of AUSTRALIA Luda Production Pty Ltd. Tel. 61 (0) THE BALTICS Grandex Group OÜ Tel BENELUX Beerens & Shoes Tel: CAST: 478 / 2 CANADA Global Shoe Connection Tel DENMARK Maria Therkildsen Tel FINLAND J.A. Tenhunen OY Tel GERMANY Naama NAOT Deutschland GmbH Tel FRANCE Frédéric Dourdet Tel Carlos Pappi Tel Roselyne Lemarchand Tel Serge Patrick Dijoux Tel Jean Claude Fernandes Tel ITALY ASAP Ltd. S.p.A. Tel ISRAEL Naot-footwear Industries Cooperative Ltd. Customer service Tel: JAPAN Seed Corporation Tel KOREA BrandNetworks Inc. Tel NORWAY H. Brekkes Lærhandel A/S Tel SLOVAKIA and CZECH REPUBLIC Mint Shop Tel SPAIN Ballester Marzo, S.L. Tel SWEDEN Axel Axelsson Tel SWITZERLAND West Style GmbH Tel UK + EIRE North & South Footwear Paul Tobin Tel Kevin P. Buck Tel USA Tel For other countries please call: Tel County Center Drive. Suite 100. Temecula. CA / HI-Park 301. DK 7400 Herning / 16

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