2015 V1.0 Coleman Brand Identity Guidelines

Regulations COLEMAN BRAND IDENTITY GUIDELINES

This regulation book is to set the identity of our global outdoor brand, Coleman, internally and externally and to further develop the composition and the production of Visual Merchandising and interior designs for the shops run by Coleman. It is composed with symbolic and unified designs that combines the history and the diversity of the Coleman brand, so staff members and the related department staffs should fully be aware of each of the related regulations to maintain the brand identity. No matter how good the designs are for the POP, AD, Interior, and Visual Merchandising, without proper care and maintenance according to the regulations and appropriate application to real-life usage, it could damage the brand identity of the Coleman brand itself. So, misunderstanding or misinterpretation of the regulations inside this manual, and if guidance is needed to understand or question the rules, consultation with the affiliated department should take place.

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Brand Identity Guidelines COLEMAN BRAND IDENTITY GUIDELINES

CONTENTS Page 3. Introduction Page 4. Our Brand History Page 6. The Primary Logo Page 10. The Secondary Logo Page 12. Vintage Logo Page 14. Positioning Rules Page 15. Incorrect Usage Page 16. Co-Branding Page 17. typeface

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Introduction COLEMAN BRAND IDENTITY GUIDELINES

W.C. Coleman first started selling gasoline lanterns for the first time in 1901, and developed portable table lantern in 1909. In the 1920’s it led the outdoor product market with stoves for camping and when auto-camping became popular after the war, it expanded its categories to coolers, sleeping bags, and tents, idolizing the brand as the number 1 in the industry. The product development history of 114 years is the Coleman’s philosophy of placing the respect for the nature and the humanity itself. Providing the world with the best product available and sharing the value of the nature with its lovers act as a belief and the motivation to produce the world’s best outdoor products. The pride of Coleman protecting the heritage of our mother nature and the world’s famous brand lies in each and every one of our products. The Spirit The authenticity of 114 years in history. This is the endless effort to attain unwavering quality. Producing products in a way that always puts the quality first is how Coleman receives unchanging trust from all over the world even at the turn of the century. High quality brings about trust, and trust brings authenticity, and this is why Coleman’s history has continued more than a century. Vision Providing all people with memoir in the nature to remember through all their lives and helping them to form warm relationship between one another. Mission Creating new products for customers to further enjoy the outdoor life. This is what it means to accomplish the Vision. Tagline ‘The Outdoor Company’ Setting the lantern as the base, this represents the total outdoor brand identity which stands for researching/developing new products needed for outdoor activities such as stoves, coolers, tents, or mountain gears.

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Our Brand History COLEMAN BRAND IDENTITY GUIDELINES

William Coffin Coleman saw the light in the darkness. A young salesman was taking a stroll after a hard day’s work of selling typewriters, and spotted a new type of lamplight in a drugstore window in Brockton, 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, and yellowish light. W.C. suffered from very poor eyesight, and became very interested in this new, steady and white light that enabled him to read even the finest 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 eventually make his name synonymous with outdoor fun. 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, and this became renowned as the first night-time football game in the west Mississippi region. 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 Coleman® lantern lengthened the time farmers and ranchers could work and led significant boost in productivity, and fundamentally changed the work dynamic in rural America. During the time of WWI, the U.S. Government declared this lantern an “essential item” for the troops, and nearly 70,000 lanterns were distributed to American forces fighting in Europe. W.C. Coleman also designed a pocket-stove for the American forces during the WWII. This enabled the usage of all types of fuels and could function normally at -60 ° F and 150° F. The weight of the stove was only 3.5 lb. and showed record-short length shorter than the milk bottles of the age. When the war ended, Coleman's business boomed. Returning GIs had a familiar attachment to the Coleman name that became familiar to them as the manufacturers of the stoves they were using in the battlefield and gave the tremendous success of the field stove. After the war was over and when the time of peace came, people started to enjoy the leisure time that they had making auto-camping popular. And A fold-up camp stove that W.C. Coleman had first developed two decades earlier quickly found favor with the auto camping crowd. Along with the lantern, the camp stove made an ideal traveling companion and was a must have for the family getaways.

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Our Brand History COLEMAN BRAND IDENTITY GUIDELINES

In 1957, using the technology that made bubbles from the heated sheet plastic, and then molded into the shape that is needed for the cooler was a innovation that completely blocked out all the shortcomings of the steel ice coolers manufactured from 1954 such as rust and heavy weight. This is basically the same process that has been used ever since. Coleman’s coolers are known to be the most light and most efficient products up to this date. Coleman products 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. We added tents and sleeping bags to our outdoor line in 1962. 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. And in the ‘90s we brought about brand distinction by attaching the Coleman logo on the camping furniture, accessories and portable stoves. The Coleman Company, Inc. added many recognizable 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, Mad Dog Gear® ATV accessories, Helium® sports vests , Esky® cooler and Aero-Bed® airbeds. 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, swimming, four-wheeling, relaxing, tailgating…Being in the outdoors has so much to offer, and Coleman has everything to help you get out there.

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The Primary Logo COLEMAN BRAND IDENTITY GUIDELINES

The Coleman logo symbolizes our founder William Coffin Coleman and the Coleman ® lantern which used to be called “Sunshine of the Night” during the early 20th century when electricity supply was not abundant. ‘The Outdoor Company’ set the lantern as a basis for a total outdoor brand researching and developing all the equipment one might require for the outdoor activity such as stoves, coolers, tents, and mountain gears.

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The Primary Logo / Red COLEMAN BRAND IDENTITY GUIDELINES

The Coleman logo must always be reproduced in the form shown. The logo should never be composed into separate trademarks. It should be printed in the PMS 485 CMYK (C/0 M/96 Y/100 K/0) color equivalent. The parallelogram is always outlined in white and the detail inside the parallelogram is always white. Please give special attention to this when printing on a background that is a color other than white. This includes the lettering, spacing around the stylized lantern, the underline and the registration mark. If the logo is on a solid background the Coleman parallelogram should be outlined in white and the Outdoor Company tagline should reverse to white or print 485 (depending on legibility) The Coleman outdoor logo tagline - The Outdoor Company- is made using this criteria. FONT: Trade Gothic Bold Extended FONT SIZE: The type height is the same as the width from the bottom of the underline to the bottom of the parallelogram(see Y). SCALE: Horizontal scale at 90% of original width POSITION: Length of copy line including is from the left edge of red parallelogram to the right edge of the lantern oval (see X).

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X

Y

The Primary Logo / Red, Black and white without “The Outdoor Company” COLEMAN BRAND IDENTITY GUIDELINES

The Coleman parallelogram logo should be printed in solid red. PMS 485 as a spot color. If the logo is on a solid background the Coleman parallelogram should be outlined in white or red(PMS 485) The Coleman parallelogram logo should be printed in black for black and white use only.

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The Primary Logo Usage COLEMAN BRAND IDENTITY GUIDELINES

PLACEMENT ON IMAGE This page shows how the primary Logo should be placed When used on photography, pop, AD and article for PR.

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Article

The Secondary Logo / Red and Black COLEMAN BRAND IDENTITY GUIDELINES

The lantern should appear to be “ON”, the center square than he surrounding artwork.

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“ON”

PLACEMENT ON IMAGE This page shows how the secondary logo should be placed on design material when used as interior design for store development.

The Secondary Logo COLEMAN BRAND IDENTITY GUIDELINES 11

The Vintage Logo COLEMAN BRAND IDENTITY GUIDELINES

The Coleman vintage logo reflect the Coleman’s direction of a period. The first logo “Sun symbol and Coleman” represents one of the Coleman’s logo. The sun in the logo means that the sunlight in the dark is Coleman’s lantern named “The Sunshine of the Night” in the early 20th century unsupplied with electricity. The vintage Coleman logo should never be used instead of the primary Coleman logo. The vintage Colman logo should be used only design source.

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The Vintage Logo Usage COLEMAN BRAND IDENTITY GUIDELINES

This page shows how the vintage Logo should be used as design source

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Logo positioning rules COLEMAN BRAND IDENTITY GUIDELINES

When the primary logo is used on its own it is always positioned as shown, adhering to isolation zone rules.

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Incorrect Usage COLEMAN BRAND IDENTITY GUIDELINES

The examples below show examples of incorrect logo usage.

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Color scheme Do not use other colors.

Tagline Do not change the proportion of tagline to the parallelogram.

Parallelogram Outline Do not delete the Coleman parallelogram outline.

Drop shadow Do not use drop shadow .

Logo proportion Do not change re-proportion or modify the logo in any way

Tints, shades and transparency Do not use tints, shades or transparency.

Co-branding COLEMAN BRAND IDENTITY GUIDELINES

When the primary logo is used in partnership with logos from other brand, the Coleman parallelogram isolation zone should be used.

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X

X

X

X

X

X

X

X

X

X

Typeface-1 COLEMAN BRAND IDENTITY GUIDELINES

The typeface Calibri has been selected for use by the Coleman Global. Calibri regular Calibri bold

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Typeface-2 COLEMAN BRAND IDENTITY GUIDELINES

The typeface YDIYGO has been selected for design and copy write in Korea by the Coleman Korea. YDIYGO regular YDIYGO medium YDIYGO bold

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Coleman Shop Interior Manual

Regulations and Purpose COLEMAN SHOP INTERIOR MANUAL

Regulations 1) When placing an order for a product, the guidelines should be followed at all times and should be made with the design sources corresponding each category.

2) On the completion of the products, all the software and materials used in the design should be retracted for later usage, and maintained in a very strict manner so it will not leak or be duplicated to the outside. 3) This manual can be changed and added in the design if materials and production method change or the types of products or new products require, but to do so, consultation with the affiliated department must take place beforehand. Purpose To set the best distinctive interior, to set the identity for the Coleman retail, and to receive the best review as the no.1 brand in its industry. To maximize the efficiency for the fast construction of MONO-BRAND SHOP for increased sale, and to enhance visualizing that could provide synergy to the Visual Merchandising leading to increase in sale within the shop. Pleasant atmosphere for staff to work progressively and with pride in the company should be provided.

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Shop Interior Manual COLEMAN SHOP INTERIOR MANUAL

CONTENTS Page 22. Design Concept Page 23. Lighting Plan Page 27. Fixture Design Page 49. MD Plan Page 50. Floor Plan Page 52. Display Zone (Window) Page 53. Display Zone (Style and Tent display) Page 54. Customer Traffic (Purchasing view) Page 55. Façade Page 56. Simulation (Perspective view) Page 58. Storage Plan Page 59. Finishing Materials Page 60. Sprinkler system, Fire extinguishers

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Design Concept COLEMAN SHOP INTERIOR MANUAL

The interior design puts emphasis on the fact that Coleman is a brand with a long history and authenticity as a all-around global outdoor company since it started its lantern business in 1901. In addition, Coleman does not sit on its success and continues to evolve to provide the design that meets the customers’ trend. This shows that we are putting our effort to create a long-lasting, future-oriented value. 1. Interior atmosphere Overall, it symbolizes the Coleman’s main value, Heritage + American Style, and various seasonal lines are collaborate designs that enable each items to shine on its own. Also, it sets focus on the Merchandising feature of having numerous linked products and to balance the whole interior design to avoid distinction from another. 2. Inner interior color pattern Basically, to harmonize the different products into one theme, the walls, the floor, and the ceiling inside the shop sets rough yet vintage material such as wood, interior bricks, steel panel and etc. for natural basic color and that design puts emphasis on each products. This represent the distinctive Coleman features of having the most diverse product lines as the biggest global outdoor brand in the world.

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Trendy

Classic

Original

Heritage

American Style

Natural

Color-Point

Practical

Modern

Positioning/ Keyword

Lighting Plan COLEMAN SHOP INTERIOR MANUAL

Appropriate lighting can maximize the product value and customer convenience. The average lighting inside the shop should be at 1700lux~1800lux. 1500 lux (Korean Industry Lighting Standard) is the standard lighting degree for minimizing the tiresomeness in customers’ eyes, but, as the Coleman shops have tents and tarps inside, we need 200 to 300 lux higher lighting. This is the appropriate lighting for the customers to feel comfortable when they are inside tents and tarps. Due to the thickness of the tents, the lighting inside the tents can be low. In this case, battery-powered lanterns can be used to increase the lighting inside. The types of lighting used are large pendants, indirect lightings, point spot LEDs, and raise rails combining lighting and color. This is to produce the lighting most close to the comfortable natural light aiming the products to be shown at the outdoor environment at 3-4 pm in the afternoon. The indirect lighting will be specially taken into consideration to provide dim yet high-quality atmosphere.

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Lighting Description EA Watt

LED Halogen 5w 26 130

Pendant LE 55w (main light) 67 3,685

LED 15w (point) 8 120

LED COB 30w (rail spot) 92 2,760

total 6,695

Lighting Plan COLEMAN SHOP INTERIOR MANUAL 24

Lighting Plan COLEMAN SHOP INTERIOR MANUAL 25

(LX) Average Lighting inside the Shop 1757 lux

Lighting Plan COLEMAN SHOP INTERIOR MANUAL 26

Gate

Tent D/P

Counter

Fixture Design COLEMAN SHOP INTERIOR MANUAL

• The rough and the crude characteristics should be expressed in a controlled manner, and not over exaggerating with too much luxurious feeling. • Wooden crates used when shipping essential products, artworks or container steel were used as subjects. • The color background is used with the true green color, the Coleman’s representative color, and the natural tree grain pattern. • The regulation for the depth of the shelves: Closet 400/ Steel Angle 600/ Center Shelf 350 (Inner parameter) Overall atmosphere gives off an American scent as the materials and the patterns are simple, yet hefty. And the true green and the natural tree grain pattern color match reflects the Coleman’s spirit of producing the products in a nature-friendly way with authenticity. The basic design for the products, with the exception of products with large volume such as tents, tarps and furniture, should be designed in a way that allows them to interchange with one another. . The skeletal frames were made with black steel with wooden shelves simplifying material and color and giving off natural feeling. The cabin-type shelf facing the entrance to the shop is designed to bring focus from the customers, and to expose high-marginal products more to bring about increase in sale.

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Cash desk (Floor fixture) COLEMAN SHOP INTERIOR MANUAL 28

Cash desk (Floor fixture) COLEMAN SHOP INTERIOR MANUAL

Counter carries the role of reminding the customers of the brand identity. At the point of the customers’ last purchase or at the starting point of purchase, promotions and new main product information should be exposed to the customers to naturally lead them to the next purchase. Also, small accessories that can be easily bought should be placed nearby.

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Accessories (Floor fixture) COLEMAN SHOP INTERIOR MANUAL 30

Accessories (Floor fixture) COLEMAN SHOP INTERIOR MANUAL

The display counter for the accessories symbolized patterns of the wooden boxes and is finished with simple color and material to soften the roughness. Hooks and shelves should be able to be used here interchangeably, and also accessories and small cookers can be stacked here as well.

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Outlet Zone (Floor fixture) COLEMAN SHOP INTERIOR MANUAL 32

Outlet Zone (Floor fixture) COLEMAN SHOP INTERIOR MANUAL

The cart-shaped display counter plays the role of softening the bruised and the scratched exterior of outlet products. Even if you display in a very nonchalant manner inside the display counter, it may look as if you meant to do it. Outlet Zone is an important zone to support the total sale income by providing stacking space during off-seasons.

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Chair (Floor fixture) COLEMAN SHOP INTERIOR MANUAL 34

Chair (Floor fixture) COLEMAN SHOP INTERIOR MANUAL

The display counter for the chair allows standard folding chairs and slim chairs to be stacked in a manner that is visually neat. When the customers’ look at the furniture with intention of buying, they should be able to feel excited and to be able to pick from various selection of chairs.

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Head lantern (Display fixture) COLEMAN SHOP INTERIOR MANUAL 36

Head lantern (Display fixture) COLEMAN SHOP INTERIOR MANUAL

A cylindrical-shaped shelf is used to effectively display the usage and shape of head lanterns.

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Cooking and Heating zone (Wall fixture) COLEMAN SHOP INTERIOR MANUAL 38

Cooking and Heating zone (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

The Cain acts as a storage for products and at the same time, following the Style Zone and the Tent Zone in front of the entrance, carries the role of inducing sale. Burners, accessories, and lanterns that can link to the furniture can be tested here. Inside the cabin, the customer can , in the presence of Colman Staff, try the burner or experience the indirect lighting from the lantern. ※ Separate light switch / illumination control possible

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Legend Zone and Shelf of Bag (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

Elevation view

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Legend Zone and Bag shelf (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

The Legend Zone next to the counter will carry the products that shows the history and authenticity of Coleman’s identity along with the counter. The items on the display will mainly consist of seasonal lanterns that gets released every year, steel belt cooler and two-burner compact.

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Legend Zone Bags

High Light Zone (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

Elevation view

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High Light Zone (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

The highlight zone on the left of the counter should be facing the entrance. Whether the customers are buying for their first time or revisiting to buy again, main seasonal products will be exposed to naturally lead to sale. The video showing promotion POP and the product requirements should always be on ‘play’.

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High light Zone

Shelf of Tent, Tarp and Furniture (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

Elevation view

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Shelf of Tent, Tarp and Furniture (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

Furniture products such as tents and tarps often lead the customers to by the whole set due to the pattern of the color. For this reason, they should be placed on the same wall. The lower part of the shelf can be used to store accessories related to the products or overlapping products. The POP-bar at the top level of the shelf may carry the representative image of the products and has the role of changing the entire atmosphere of the shop since its image can be easily changes in case of seasonal MD changes. ※ The regulations for the depth of the selves Closet:400/ Steel Angle 600/ Center Shelf 350 (inner parameter)

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Tents and Tarps Furniture

Shelf of Sleeping bag, Lantern, Cooler and Outlet (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

Elevation view

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Shelf of Sleeping bag, Lantern, Cooler and Outlet (Wall fixture) COLEMAN SHOP INTERIOR MANUAL

The bar-shaped selves should be designed to the height of a sleeping bag when hung coat-like. The selves for the lantern should be placed in front of the shop entrance next to the hut furniture making the atmosphere comfortable for the customers to try the functions of the products. Coolers’ sale mostly depends on the season, so the shelves for the cooler should have more columns during the camping seasons, and in other seasons Outlet Zone should have more columns making the shelves to be used in more flexible way. ※ Regulation for the depth of the selves: Closet :400/ Steel Angle 600/ Center Shelf 350 ( Inner perimeter)

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Sleeping bag Lantern Cooler Outlet

Accessories of fixture (Set-up) COLEMAN SHOP INTERIOR MANUAL

• Hook Type, Requirements

• Getting Ready for Set-up –How to install hooks for utensils

• Getting Ready for Set-up- How to install shelves

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Step 1 Take the Steel Support under the shelf and push it into the wall channel in place

Step 2 Push the Steel Bar into channel on the utensil wall

Step 3 Fix the hook on the bar according to the product

Step 1 Fix casting on the both end of the Steel Bar

Support for wooden shelves Bag hook Sleeping bags bar Acc. hook

250mm 300mm

• Whole area (264.46281㎡) standard / 720SKU

Tent Display

Style zone2

Style zone1

Cooking & Heating Cooler

Tent / Tarp

Furniture

Window display

Acc.

Sleeping bag

Bag

Legend zone

Outlet zone Lantern

High light Zone

MD Plan COLEMAN SHOP INTERIOR MANUAL 49

Cooking & Heating 84 Lighting 52

Fuel 9 Inflatable 2

Cooler & Jug 57 Tent & Tarp 112 Sleeping bag 36

Furniture 101 Accessories 98

Aerobed 2 Apparel 41

Bag 115 Water sports 10

(SKU)

Floor plan COLEMAN SHOP INTERIOR MANUAL 50

Floor plan COLEMAN SHOP INTERIOR MANUAL 51

Display Zone (Window) COLEMAN SHOP INTERIOR MANUAL

Window display zone is a marketing strategy acting as a communication window for interacting with the customers in/directly. This should be on display by using MV maintenance, and should always have seasonal changes. The composition is made up of Window ISC (Background)/ objet & products (Communication Tool)/ Window Print (Copy Symbol). • The display zone has rectangular shape: 1.2mx6m(1200x6000), plastic-type artificial grass • Window ISC has rectangular shape: 2mx6m(2000x6000), Hanging style made with felt. Window print: According to the copy and the symbol, the

size can change, PVS cal (laser cutting)

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Display Zone (Style and Tent) COLEMAN SHOP INTERIOR MANUAL

The most important display zone and to be put under high VM maintenance is the Tent display zone and the Style Zone. These zones play important roles in enhancing and pulling customers’ point of purchase. Tent Zone should be big enough area for displaying 2 rooms and 2 tents, and it can be utilized in many ways such as displaying two rooms, 4-person dome, compact dome, etc. The Style Zone creates the line of flow inside the Tent Zone and acts as the space for showing different kind of camping style to the customers. Inside the Style Zone 2, main seasonal product will be presented and also the various linked products that was not displayed in the Style Zone 1. • Style Zone 1 and 2 has circular shape: 3mx3m(3000x3000) • Tent display zone has rectangular shape with curved points: 6mx7m(6000x7000) • Artificial Grass made with plastic.

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MD Plan (Top View) COLEMAN SHOP INTERIOR MANUAL

Plans for the display zone The display zone starts from the exterior window leading to the interior Style zone and product category zone , and with the VM production corresponding to each zone, a flow line is naturally induced. • The exterior window zone attracts customers’ interest, leading their flow line into the shop. • The inside will be divided into the Style zone in front of the indoor gate and the Tent zone and by presenting linked products together, the

customers will know which products they need to buy. • To enhance the customers’ point of purchase, each category zone must have their items separately displayed to meet the customers’ needs. • The customers will move toward the counter for immediate purchase or acquire information about a product. • To give the customers information on the main products and to lead them to purchase, Main Seasonal Product Zone will be composed next to the

counter.

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Tent Display

Style zone2

Style zone1

Cooking & Heating Cooler

Tent / Tarp

Furniture

Window display

Counter

Sleeping bag

Bag

Legend zone

Image wall

Outlet zone Lantern

High light Zone

Acc.

(Point of purchase enhancement )

Facade COLEMAN SHOP INTERIOR MANUAL 55

Wall -mounted sign A sub-led sign will be installed onto the wall next to the main door of the store, made with acrylic board with sheet covering.

Blade sign An LED sign sticking out from the side wall of the building where the shop is, making the brand easily recognizable, and made with acrylic board with sheet covering.

Façade COLEMAN SHOP INTERIOR MANUAL

The design should be applied according to the external sign regulations set by the authorities of the local area. Except for the design of the logo, other designs can be modified only in consultation with the responsible staff member. • By using natural wood bar and applying true green paint, the color of Coleman’s representative lantern, on steel, brand color is externally

established. • In order to make the main LED as big as possible, the main logo without ‘The Outdoor Company’ will be used. • The Wall-mounted sign and the Blade sign will remain.

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Simulation (Perspective View) COLEMAN SHOP INTERIOR MANUAL

When customers enter the shop, the interior with true green as its main color and using natural subjects as interior such as natural wood and interior brick will bring about the nature-friendly characteristics of our outdoor company. • Lighting with visual warmth and black-colored ceiling giving elevated feeling form a better atmosphere for purchasing. • Customers will take a tour around the shop along the display zone looking at the equipment, and gain information on camping and be intrigued. • The interior in the shop and the Coleman identity placed in front of the counter will give trustworthy feeling toward the customers on the brand. • This can lead simple camping equipment purchases to purchases to have Colemen.

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Storage Plan COLEMAN SHOP INTERIOR MANUAL

A shop with standard area of 330.5㎡ will have an extra storage facility outside the shop at an area of 82.6㎡. • The ventilation system within the storage facility will get rid of the chemical smell and dust from the product boxes. • The shelves will be designed with steel and plywood at the depth of 0.5m to 1.0m to meet the designated purposes. No specific design guideline

is to be followed. • The width of the entrance to the storage is required at 0.9m to 1.8m for easy access of products. • Part of the storage facility will be assigned as Staff Lounge with an area of 9.9㎡ to 16.5㎡ providing the staffs with the space for meals, clothing

change or resting. (※The staffs should try to maintain the pleasant environment inside the Staff Lounge. )

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Finishing Materials COLEMAN SHOP INTERIOR MANUAL

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Larch plywood -Flat Grain

The larch plywood with wood-like grain elevates the natural image of the brand. Replacement with wood with similar grain pattern or film is allowed.

Wood Material

polishing tile 600x600mm

High-strength polishing tiles will be used with dark grey (600x600mm) to bring up the focus inside the shop. Applied to all areas within the shop excluding the main display area.

Floor Material

High-quality artificial grass with life-like features will bring up the atmosphere inside the shop and will stimulate the purchase needs. To be applied onto the tiles in the display zone. Except, the main display should be applied on the plywood.

Artificial grass Paint Color

PANTONE 405

PANTONE 877

PANTONE 7483

PANTONE 732

PANTONE red

Natural grey bricks elevates the image of the brand and the attention to the products.

Interior Brick

Magic Brick CUB 105

Sprinkler system, Fire extinguishers COLEMAN SHOP INTERIOR MANUAL

The members of the staff should have to follow the local Fire Services Act in order to secure the safety of their own and the customers and to protect the company properties. The sprinklers should be installed according to the Fire Services Act for buildings, and small-sized fire extinguishers in case of small fires should be placed inside the store and the storage facilities. • Place the fire extinguisher at a place where it is visible from the counter and the entrance of the store, and extra care should be taken near the

area where burners and lanterns are tested. • Inside the storage area, fire extinguishers should be placed both under the ventilation and in the resting area for staffs. • The fire extinguisher must be checked once an year (on Nov. 11th , the Fire Prevention Day) to prevent any problems during emergencies. • The fire extinguisher should be in clear view, unblocked by anything.

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(Location)

For more information All of the assets detailed in this document are available for download from the Marketing Unit.

All use of Coleman assets must be sent for approval to: marketing@coleman.co.kr