graphic guidelines

table of contents p. 2

introduction patterns merchandising

1. inspirations 1. how to use the chevron ? 1.products displays
2. positioning 2. applications 2. skis displays
3. presentation 3. windows display

hardgoods - skis
logos campaigns
1. using logo
1. logo and variants don'ts 1. black crows universe
2. design : main logo 2. typographic rules : technical informations 2. applications
design : brandblock typographic rules :barcode
design : horizontal block typographic rules :mottos
design : vertical block don'ts
security margins 3. designs and colors : 2011-2020 films and videos
3. user manual
1. typographic rules : introduction and credits
4. applications
2. don'ts
hardgoods - poles
printed media - typography 1. handles
2. baskets
1. used typography 3. designs and colors
2. composition rules
3. horizontal heading
vertical heading
4. current and intermediate texts softgoods - textile
5. applications
1. brand positioning
6. don'ts
2. using logo and branding : outerwear
using logo and branding : applications
printed media - colors 3. using logo and branding : midlayer
using logo and branding : applications
1. chart and proportions 4. using logo and branding : accessories
2. fundamental colors using logo and branding : applications
additional colors 5. using logo and branding : luggage
3. applications using logo and branding : applications
6. logowear range
introduction p. 3

1. inspirations

2. positioning

3. presentation
introduction p. 4

inspirations

The chevron symbol is inspired by the shape

of natural inhabitants of alpine sky, the
mountain crows.
introduction p. 5

inspirations

The logo, created by Yorgo Tloupas in 2006, recalls a very simplified

hand drawn bird flying. Once put in squadron, it symbolizes the
community. Once reverted, it embodies a summit.
introduction p. 6

logo
introduction p. 7

positioning

The long term goal of the brand is to be iconic enough,

have a logo that is self-sufficient and that can live without
the name of the brand.
introduction p. 8

positioning

Contextualization :
Art history, Vuk Vidor, 2004.
introduction p. 9

positioning

As artists who own a graphic territory,

somes brands own a strong visual language.

Hermès OWNS Orange

Apple OWNS White Tech
Tiffany OWNS Lilac Green
Burberry OWNS Tartan
Marlboro OWNS Cow Boys
Gaultier OWNS Marinière
Ralph Lauren OWNS Polo
Versace OWNS Baroque
Ferrari OWNS Red Sports Car
Dolce & Gabanna OWNS Popular Italy
Ikea OWNS Flat Pack Furniture
Ray Ban OWNS Aviator Glasses
Louis Vuitton OWNS Monogram
Louboutin OWNS Red sole

black crows OWNS Chevrons

introduction p. 10

positioning

Black crows alchemy is unique, thanks to its

singular crossover since the beginning of the brand.
Mountains meet the city, sport encounters design.

Ski Design

Urban
Chamonix
logos p. 11

1. logo and variants

2. design : main logo

design : brandblock
design : horizontal block
design : vertical blocks
security margins

3. usuer manual

4. applications
logos p. 12

logo and variants

The logo and the chevron shape are the two pillars of the blackcrows DNA

Everything is built around chevrons :

patterns, illustrations, print, digital, hardgoods, softgoods…

The variants of the logo brand block respond to all the needs:
flyers, banners, skis, website, outerwear…
logos p. 13

design : main logo

A geometric symbol, simple,

cuttable, scalable.

x: blank space

z
1/2 y

y
x

1/2 y
1/11 z 1/11 z

1/2 y composition centrale 1/2 y

logos p. 14

design : brandblock

The asymetry caused by the blank space on the

right of logo is counterbalanced by the trademark.

x: blank space

z
1/2 y

1/7 x

1/2 y
1/11 z 1/11 z

1/2 y centric composition 1/2 y

logos p. 15

design : horizontal brandblock

A name written with one word,

without capitals.

x: blank space

centric
z
composition

z
x 1/6 x y

z z
logos p. 16

design : horizontal brandblock

x: blank space

1x

z centric
composition

x 1/2 x y 1x

1x 1x
logos p. 17

design : vertical brandblock

x: blank space

1x

variable value
depending on
the format

1x

1x centric composition 1x
logos p. 18

design : vertical brandblock

x: blank space

1x z

1/2 x

1x

1x centric composition 1x
logos p. 19

design : vertical wordmark

x: blank space

z
1/2 y

1/7 x

x centric
composition

1/2 y

1/2 y 1/2 y
logos p. 20

design : horizontal wordmark

x: blank space

centric
z
composition

z
y

z z
logos p. 21

users' manual

In a long-term perspective, the goal is to let the 6 chevrons become the main symbol of the brand.
Today, it already stands alone in some usages.

1. main logo

2. brandblock 4. reversed and spaced 5. vertical brandblock 7. wordmark

brandblock two lines two lines

3. brandblock 6. horizontal brandblock 8. wordmark

one line two lines one line
logos p. 22

user manual

Main logo and main brandblocks.

logo principle context of use

Main logo. eg : sleeves, windows display, workbooks, tee-shirts,

luggage, videos, etc.

Brandblock. eg : stickers, neon wall, skis, tabs, banners, displays, etc.

Don't use it systematically (except on skis tip).

Horizontal & vertical brandblock eg : website, sleeves, headwear, poles display, tents,
Depending on format. kakemonos, horizontal banners, etc.
logos p. 23

user manual

Secondary brandblocks.

logo principle context of use

Horizontal brandblock (two lines). eg : clothes, printed media, etc.

Vertical brandblock (two lines). eg : clothes, ski bases, etc.

Reversed and spaced brandblock. eg : luggage, videos, printed media, etc.

To reinforce main logo.
logos p. 24

user manual

Typographic wordmarks.

logo principle context of use

Wordmark (two lines). eg : luggage, videos, printed media, etc.

Use in complement with chevrons.

Wordmark (one line). ex : websites, stickers, ski bases, etc.

Extremely unusual.
logos p. 25

applications

main logo

midlayer outerwear accessories merchandising display

workbooks and catalogs workbooks and catalogs ski bases windows display
logos p. 26

applications

brandblock

logowear skis catalogs leaflet

flags neon wall logo midlayer headwear

logos p. 27

applications

additional logos

tents poles display ski bases ski bases

logowear headwear website videos

ski sauvage
logos p. 28

don'ts

Non exhaustive list of don'ts.

1. Change chevrons orientation. 2. Use the single chevron to replace 3. Change all chevrons color.
main logos (eg on flyers).

4. Change any elements size. 5. Change space between chevrons. 6. Change gap between chevrons. 7. Use the logo on 2 different backgrounds.
logos p. 29

don'ts

Non exhaustive list of don'ts.

1. Remove any logo's elements. 2. Change chevrons orientation. 3. Change the color on some elements.

4. Expand or reduce any 5. Use the logo in a different way 6. Change gap between elements. 7. Change the font.
logo's elements. than the recommended one.

8. Change chevrons proportions 9. Use the logo on 2 different backgrounds.

printed media - typography p. 30

1. used typography

2. composition rules

3. horizontal heading
vertical heading

4. current and intermediate texts

5. applications

6. don'ts
printed media - typography p. 31

In addition to the prominent role of the chevron,

the black crows brand uses its own typography:
one everything from technical information on skis, to flyers,
catalogs, windows displays, mottos, logowear...
printed media - typography p. 32

used typography

The black crows brand is written in lowercase.

The capital use is dedicated to the running texts, if and only
if there are proper nouns, and / or if texts are long enough
to be punctuated.

black crows
Black Crows
BLACK CROWS
printed media - typography p. 33

used typography

The black crows typography is a variant of the

Helvetica Bold with minimal differences.

blackcrows bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 &@(§)$€£% !?,;.::+="-

blackcrows regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 &@(§)$€£% !?,;.::+="-
printed media - typography p. 34

used typography

Only the lowercase "a", and the "i", "j"

punctuation points vary.

a i j
all points are rounded
and contrast with the rest
blackcrows bold
of the punctuation

a i j
stem

helvetica bold
printed media - typography p. 35

used typography

Using blackcrows typography on all

the communication media of the brand.

Title
blackcrows bold
ski libre
Subtitle
blackcrows bold blackcrows is the new black

Luptibusapid quatendus volori offictu rition nuscimos evel idigent re,

odigenist doluptur modigenteces modicaepro con nonet apedi sunt
quas nus, con nonse liqui dus quam a vel modi sunt quidelenim quatis
Running text ma consend ignimag nisquis re omnim quid et liquasp electus tibuscia
blackcrows regular ellest, consenditi tem eum enda nim voluptur? Qui dolorero videl in ene
et quas aliquatum voluptates etum qui blacess equatiam resto il ipsae ea
doluptatet moluptio id maionsequia eatet alique perionse ma aut quam
qui dolupta nobitatium aliqui omnimus sun.
printed media - typography p. 36

used typography

Using blackcrows typography on all

the communication media of the brand.

default typography metrics

regular
black crows normal

bold
black crows -40
printed media - typography p. 37

composition rules

Blackcrows typography is only used in bold Most texts are written in lowercase
and regular. Texts are always monochromatic to strengthen the identity of the brand.
in order to stay contrasted and readable.

blackcrows typography

importance 1 importance 2 / 3 importance 4 / 5

first heading running texts and / or informative texts

intermediate heading and legends

pt. 40 — tracking 35 pt. 16 — tracking 16 pt. 9 — tracking 9

Bold Bold Regular

ski test
Découvrez la gamme
28 - 29 - 30 décembre 2018 black crows 18.19
Les Grands Montets grâce à 3 jours de tests
gratuits aux Grand Montets

black crows
à Chamonix-Mont-Blanc.

7 -10 janvier 2019

offre valable dans Bold

amuse gueule
Découvrez la gamme
les magasins : black crows 18.19
grâce à 3 jours de tests
active mountain,
sur neige
gratuits aux Grand Montets
go sport montagne à Chamonix-Mont-Blanc.

rock on
snow tour
printed media - typography p. 38

horizontal heading

The naming of heading must be systematized from

one visual to an other in order to maintain a graphic
consistency and to prioritize informations.

Option 1 - When the text is short, the heading must be the same size as the logo.
Always aligned left / always in lowercase

rock on
snow tour
9-10 déc 2017
Option 2 - When the text is longer, the heading may exceed but must be linked to the brandblock.
Always aligned left / always in lowercase

vente privée exceptionnelle

pour la famille et les amis
jeudi 21 mars &
vendredi 22 mars
de 14h à 17h
printed media - typography p. 39

vertical heading

The naming of heading must be systematized from

one visual to the other in order to maintain a graphic
consistency and to prioritize informations.

Option 3 - Heading or intermediate texts may appear below the logo.

Always aligned left / always in lowercase

variable value

ski test
black crows
amuse gueule
sur neige des
skis black crows
2019.20
printed media - typography p. 40

current and intermediate texts

Short intermediate texts are always written in lowercase.

The paragraph break must be the same size from one text block to another.

no capitals for short intermediate texts,

but capitals for proper nouns except black crows

offre valable dans échantillon textile 18.19

les magasins : (tailles S femme et L homme)
active mountain, et skis 2015 à 2018
go sport montagne x
x black crows
Le Chenaillon 125 chemin des Tissourds
74450 Le Grand Bornand 74400 Chamonix
printed media - typography p. 41

current and intermediate texts

Running texts follow the standard syntax rules.

capitals for running texts

Découvrez la gamme Échantillon textile 18.19

black crows 18.19 (tailles S femme et L homme)
grâce à 3 jours de tests et skis 2015 à 2018.
gratuits aux Grand Montets
à Chamonix-Mont-Blanc.

Small informations (eg website) are always written in small lowercase.

black-crows.com
printed media - typography p. 42

applications

Some examples.

1
1

2
4 4
printed media - typography p. 43

applications

Some examples.

ski test 1

black crows amuse gueule

28 - 29 - 30 décembre 2018
Les Grand Montets
2 sur neige des
skis black crows
Découvrez la gamme
black crows 18.19
grâce à 3 jours de tests 4
2019.20
gratuits aux Grand Montets
à Chamonix-Mont-Blanc. 7 - 10 janvier 2019 2
printed media - typography p. 44

applications

Some examples.

1 1

4 4
printed media - typography p. 45

applications

Some examples.

2
3
4

4
printed media - typography p. 46

applications

Some examples.
printed media - typography p. 47

applications

Some examples.
printed media - typography p. 48

don'ts

1. Texts and logo aligned right. 2. Capital heading. 3. Capital heading and regular used.

rock on ROCK ON
SNOW TOUR
Rock on

snow tour 9-10 DÉC 2017 Snow Tour

9-10 déc 2017
9-10 déc 2017

4.black crows name in capitals. 5. website url in capitals.

échantillon textile 18.19

(tailles S femme et L homme)
et skis 2015 à 2018
BLACK-CROWS.COM
Black Crows
125 chemin des tissourds
74400 chamonix
printed media - colors p. 49

1. chart and proportions

2. fundamental colors
additional colors

3. applications
printed media - colors p. 50

Always contrasting and very colorful,

black crows is a color-first brand.
Black and yellow are used as fundamental colors, but a
wide array of additional tints are used to identify the brand.
printed media - colors p. 51

chart and proportions

40% 40% 20%

black yellow additional
colors
CMYK Pantone
0, 0, 0, 100 Process yellow C
RGB CMYK
0, 0, 0 0, 0, 100, 0
RGB
246, 229, 0
printed media - colors p. 52

fundamental colors

yellow on black :
high contrast
good visibility

black on white :
high contrast
good visibility

yellow on white :
low contrast
bad visibility

black yellow

CMYK Pantone
0, 0, 0, 100 Process yellow C
RGB CMYK
0, 0, 0 0, 0, 100, 0
RGB
246, 229, 0
printed media - colors p. 53

additional colors

Under conditions : must be contrasted and readable.

Neon green on black :

high contrast
good visibility

Neon pink on white :

high contrast
good visibility

light green on blue :

high contrast
good visibility

Neon pink on yellow :

low contrast
bad visibility
additional colors (TBD)
printed media - colors p. 54

applications

black crows
and
the unlimited festival
present

sensual
snow
opening
party
les caves —10pm
december 27th 2018

slow motion sunscreen

application moment
djs set — FunkinEven
and vince

black-crows.com
unlimited-festival.com

Sans titre-2 1 21/12/2018 18:03

CUF_POSTER_A2_20170109.indd 2 09/01/2017 18:07

patterns p. 55

1. how to use the chevron ?

2. applications
patterns p. 56

Beyond chevrons, typography and color, black crows

has a unique use of patterns.

The brand's products use patterns made from chevrons,

on specific surfaces and in pre-determined constructions.
patterns p. 57

how to use the chevron ?

For graphic harmony reasons, the chevron used in the logo has geometric
subtleties. The original chevron is drawn to be used in the brandblock and
patterns, whereas the props chevron is made of 3 squares.

graphic chevron built chevron

(ajusted for the brandblock) (ajusted to be perfectly geometric)

1 3

2
patterns p. 58

applications

Some examples of illustrations.

Illustrations. Patches.
patterns p. 59

applications

Some examples of illustrations.

Frieze and illustrations. Headwear.

patterns p. 60

applications

Some examples of illustrations.

Frieze and illustrations. Flyers and posters.

16. black crows Compilation 11.06.2012
black weekend

Saison 2012
bwkd12-TRAX.pdf 1 27/10/2011 10:09

3 days 9 to 11 march 3 days 9 to 11 march

of white and black rides 2012 of white and black rides 2012
4 days 8 to 11 march
of white and black rides 2012
fifth chamonix mont-blanc fifth chamonix mont-blanc
edition france edition france fifth edition chamonix mont-blanc
2012 2012 2012 france
C
blackweekend.com blackcrows-skis.com
M

blackweekend.com blackweekend.com
blackcrows-skis.com blackcrows-skis.com J

CM

MJ

CJ

CMJ

4 days 8 to 11 march
4 days 8 to 11 march of white and black rides 2012 4 days 8 to 11 march
of white and black rides 2012 of white and black rides 2012
fifth chamonix mont-blanc
fifth edition chamonix mont-blanc edition france
2012 france 2012 fifth edition chamonix mont-blanc
2012 france
blackweekend.com blackcrows-skis.com

blackweekend.com blackweekend.com
blackcrows-skis.com blackcrows-skis.com

the black weekend

musique et ski sauvage
c2c (live) � dj pone
acid pauli � acid washed (live) �
� gesaffelstein � isaac delusion (live)
ivan jenkins � jimmy edgar (live) � joris delacroix

modeselektor
luluxpo � mendo �

naïve new beaters (live)

naughty j. � nic fanciulli � nicolas masseyeff � oxia
poni hoax (live) � rone (live) � stacey pullen
the black weekend
��������������������������������������������������������������

stuck in the sound (live) � tanz tanz (live)

6-9 mars 2014 chamonix-mont-blanc
��������������������������������������������������������������

the hacker � total warr (live) � vitalic agoria 360 jennifer cardini
sascha funke
we are knights
virginia

michael mayer
jabberwocky steffi

7 au 10 mars 2013
saschienne hypnolove
amine edge&dance rocky
tale of us kosme dada disco luluxpo nick hoax and more...
��������������������������������������������������������������
chamonix-mont-blanc 7e édition infos:
blackweekend.com
billeterie:

blackcrows-skis.com
��������������������������������������������������������������
blackcrows-skis.com blackweekend.com

LYON en RNT
patterns p. 61

applications

Non exhaustive library of black

crows patterns.

All over pattern. Outerwear.

patterns p. 62

applications

Non exhaustive library of black

crows patterns.

All over pattern. Outerwear and windows display.

black-crows.com
patterns p. 63

applications

Non exhaustive library of black

crows patterns.

All over pattern. Skins and headwear accessories.

patterns p. 64

applications

Non exhaustive library of black

crows patterns.

All over pattern. Headwear accessories.

hardgoods - skis p. 65

1. using logo
don'ts

2. typographic rules : technical informations

typographic rules : barcode
typographic rules : mottos
don'ts
hardgoods - skis p. 66

As for the printed or the digital media, the ski

designs (patterns and typography) are colorful
and contrasted.

There is always a strong presence of the chevron

in patterns and a use of bold typography.

Each model of each range follows a list of established

graphic guidelines.
hardgoods - skis p. 67

using the logo

For future collections, skis tails may vary

depending on the graphic directions taken,
the only condition is the following : the tail logo
must remain visible.

invariables values 21,4 cm (invariable value)

11 cm (variable value between

big mountain other skis)

values could change for next seasons

6 cm but always keep logo visible
3,5 cm
hardgoods - skis p. 68

using the logo

big mountain all terrain resort birdie freebird

size and logo

never change
hardgoods - skis p. 69

don'ts

1. Change the logo 2. Remove logo 3. Change the logo location.

size on tip. on tail.
hardgoods - skis p. 70

typographic rules : technical informations

Tip logo never vary, unlike the text blocks under

the bindings which move and adapt depending
on their location.

tip

1. logo

under bindings

variables values depending

2. tech infos
on bindings location

tail

3. tech infos + logo

(values could change for next seasons
but always keep logo visible /
always put technical infos on tail)
hardgoods - skis p. 71

typographic rules : technical informations

For several years, we systematized bottom information Tail tech infos are crucial for the customer especially
on the tail of the skis. However, depending on the next for rental, resort / all-terrain skis (mainly because of
graphic orientations, things may change. mounting plates)

model: x - letter height

captis
x
1. model
y - letter height

z
9pts

length: x

178.3
44pts x
y

1/3 z 2. tech infos

waist: radius: x

9.0 18
x
y

a 3. logo
hardgoods - skis p. 72

typographic rules : technical informations

Technical informations are repeated under the Margins may be more or less adaptable
bindings. for better readability.

model: nocta tip: 14.0 waist: 12.2 x - letter height

variable distance
depending on the
model and patterns

9pts if you can read this you're not skiing tail: 13.2 radius: 26

diameter: 3.5mm made in slovenia

mounting
slightly variable distance depending on
point
the model and the bindings location
hardgoods - skis p. 73

typographic rules : barcode

The barcode lies on top of the rear Our goal was to give minimal visibility to the barcode
binding. It varies according to their which would be entirely covered once bought / mounted.
location.

1. barcode 2. Qr code

mounting
point
hardgoods - skis p. 74

typographic rules : mottos

Quirky mottos are hidden on all blackcrows products,

starting from skis sidewalls.

sidewalls width
make me feel myself
invariable value
hardgoods - skis p. 75

don'ts

1. Remove the bottom logo. 2. Remove the model name. 3. Change in regular font.

model: model: model: model:

captis captis captis captis

length:

length:
178.3 length: length:

178.3 waist: radius: 178.3 178.3

waist: radius:
9.0 18 waist: radius: waist: radius:

9.0 18 9.0 18 9.0 18

hardgoods - skis p. 76

1. designs and colors : 2011-2020

hardgoods - skis p. 77

designs and colors : 2011-2020

Color blocks.

2007-2008

corvus navis 186 navis 175 viator

hardgoods - skis p. 78

designs and colors : 2011-2020

Color blocks.

2008-2009

corvus navis 186 navis 175 viator

hardgoods - skis p. 79

designs and colors : 2011-2020

Color blocks.

2009-2010

corvus navis 186 navis 175 orb sevun viator

hardgoods - skis p. 80

designs and colors : 2011-2020

Color blocks.

2010-2011

corvus 196 corvus 185 corvus 186 corvus 175 orb 179 orb 168 sevun 191 viator
hardgoods - skis p. 81

designs and colors : 2011-2020

Color blocks.

2011-2012

corvus 196 corvus 185 corvus 175 navis nocta sevun viator orb arto
hardgoods - skis p. 82

designs and colors : 2011-2020

Color blocks.

2012-2013, all-mountain

camox 186 camox 177 camox 167 navis 186 navis 175 orb 186 orb 179 orb 168
hardgoods - skis p. 83

designs and colors : 2011-2020

Color blocks.

2012-2013, big mountain

corvus 196 corvus 185 corvus 175 nocta 188 sevun 191
hardgoods - skis p. 84

designs and colors : 2011-2020

Color blocks.

2013-2014

camox navis orb ova venor viator corvus 196 corvus 185 sevun
hardgoods - skis p. 85

designs and colors : 2011-2020

3D chevrons.

2014-2015, all-mountain

camox orb ova rocca camox birdie ova birdie rocca birdie
hardgoods - skis p. 86

designs and colors : 2011-2020

3D chevrons.

2014-2015, big mountain

atris corvus navis nocta sevun atris birdie navis birdie

hardgoods - skis p. 87

designs and colors : 2011-2020

3D chevrons.

2015-2016

navis corvus navis birdie camox venor viator camox birdie nocta anima atris atris birdie
hardgoods - skis p. 88

designs and colors : 2011-2020

3D chevrons.

2016-2017, resort / all terrain

orb viator camox captis navis camox birdie navis birdie

hardgoods - skis p. 89

designs and colors : 2011-2020

3D chevrons.

2016-2017, big mountain

nocta anima atris corvus atris birdie

hardgoods - skis p. 90

designs and colors : 2011-2020

Gradient.

2017-2018

orb vertis navis daemon camox captis nocta anima atris corvus
hardgoods - skis p. 91

designs and colors : 2011-2020

Gradient and wired.

2018-2019

nocta anima atris corvus atris birdie vertis birdie daemon birdie camox birdie captis birdie
hardgoods - skis p. 92

designs and colors : 2011-2020

Lines.

2019-2020, resort
hardgoods - skis p. 93

designs and colors : 2011-2020

Lines and gradient.

2019-2020, all terrain

hardgoods - skis p. 94

designs and colors : 2011-2020

Lines.

2019-2020, big mountain

hardgoods - skis p. 95

designs and colors : 2011-2020

2012-2020, freebird

2012-2014 2014-2015 2015-2017 2017-2018

orb fb, camox fb, ova fb orb fb, camox fb, ova fb, rocca fb orb fb, camox fb, ova fb, navis fb, corvus fb orb fb, camox fb, ova fb, navis fb, corvus fb

2018-2019 2019-2020

anima fb, orb fb, camox fb, ova fb, navis fb, corvus fb, vastus anima fb, orb fb, camox fb, ova fb, navis fb, corvus fb, vastus
hardgoods - skis p. 96

designs and colors : 2011-2020

hardgoods - skis p. 97

designs and colors : 2011-2020

hardgoods - skis p. 98

designs and colors : 2011-2020

hardgoods - poles p. 99

1. handles

2. baskets

3. designs and colors

hardgoods - poles p. 100

handles

2013-2014 2014-2015 2019-2020

Generic handles with a logo Generic handles with logos Customized excelusive resort
embroidered on the strap. embroidered on the strap. and all-terrain grips with strong
branding on it.
hardgoods - poles p. 101

handles
hardgoods - poles p. 102

baskets

2012 - 2013 2014 - current 2018 - current

hardgoods - poles p. 103

baskets
hardgoods - poles p. 104

designs and colors

2013-2014

meta furtis duos

freebird
hardgoods - poles p. 105

designs and colors

2014-2015

meta ogma oxus furtis duos

freebird
hardgoods - poles p. 106

designs and colors

2015-2016

meta oxus furtis duos

freebird
hardgoods - poles p. 107

designs and colors

2016-2017

meta oxus furtis duos trios

freebird freebird
hardgoods - poles p. 108

designs and colors

2017-2018

firmo meta meta junior oxus furtis duos trios

hardgoods - poles p. 109

designs and colors

2018-2019

firmo meta meta junior oxus furtis duos trios

freebird freebird
hardgoods - poles p. 110

designs and colors

2019-2020

firmo size firmo size firmo size firmo size

alloy 7075 -16mm diameter 125cm / 50” alloy 7075 -16mm diameter 125cm / 50” alloy 7075 -16mm diameter 125cm / 50” alloy 7075 -16mm diameter 125cm / 50”
custom crowfoot basket 130cm / 52” custom crowfoot basket 130cm / 52” custom crowfoot basket 130cm / 52” custom crowfoot basket 130cm / 52”
made in austria 135cm / 54” made in austria 135cm / 54” made in austria 135cm / 54” made in austria 135cm / 54”

entspricht nicht din iso 7331 entspricht nicht din iso 7331 entspricht nicht din iso 7331 entspricht nicht din iso 7331

firmo carbon firmo meta oxus furtis duos trios meta duos junius
freebird freebird junior
hardgoods - poles p. 111

designs and colors : applications

softgoods - textile p. 112

1. brand positionning

2. using logo and branding : outerwear

using logo and branding : applications

3. using logo and branding : midlayer

using logo and branding : applications

4. using logo and branding : accessories

using logo and branding : applications

5. using logo and branding : luggage

using logo and branding : applications

6. logowear range
softgoods - textile p. 113

brand positioning

The textile range is divided into two categories :

Corpus and Ventus.

corpus ventus
Corpus range is designed for skiing Ventus range is for skiing mountain
freeride (ski and off-piste areas). and hiking. It draws its identity from
Elegant, corpus range reinforces the functionality and minimalism
more links between urban universe in order to respond the very specific
and mountain community. needs of these practices
softgoods - textile p. 114

using logo and branding : outerwear

The entire technical outerwear range Other branding elements are all made of
is branded by the 6 chevrons, visible on the left chevrons or chevrons patterns (trims, interior taping,
forearm and the top of the left knee. mesh, snaps, threads, goggle cleaner, etc.)

using 6 chevrons symbol

softgoods - textile p. 115

using logo and branding : outerwear

The entire technical outerwear range Other branding elements are all made of
is branded by the 6 chevrons, visible on the left chevrons or chevrons patterns (trims, interior taping,
forearm and the top of the left knee. mesh, snaps, threads, goggle cleaner, etc.)

using symbolic
chevron as a frieze
or pattern (mesh, buttons,
taping, interior fabric, etc.)
softgoods - textile p. 116

using logo and branding : applications on outerwear

Corpus 3L jacket men, 2018-2019.

softgoods - textile p. 117

using logo and branding : applications on outerwear

Corpus 3L Jacket women, 2018-2019.

softgoods - textile p. 118

using logo and branding : applications on outerwear

Ventus 3L light men, 2018-2019.

softgoods - textile p. 119

using logo and branding : midlayer

As other long sleeve garment, the midlayer range has its distinctable
logo above the left forearm, and often carries a patch on the opposite
shoulder, remindering the belonging to some select club...

16-1104 black
Crockery

blackcrows patch

chevrons pattern
softgoods - textile p. 120

using logo and branding : midlayer

As other long sleeve garment, the midlayer range has its distinctable
logo above the left forearm, and often carries a patch on the opposite
shoulder, remindering the belonging to some select club...

16-1104 black
Crockery

using symbolic
chevron as a frieze
or pattern (mesh, buttons,
taping, interior fabric, etc.)
softgoods - textile p. 121

using logo and branding : applications on midlayer

Corpus bomber men, 2018-2019.

softgoods - textile p. 122

using logo and branding : applications on midlayer

Ventus Polartec® fleece men, 2018-2019.

softgoods - textile p. 123

using logo and branding : applications on midlayer

Ventus Polartec® fleece women, 2018-2019.

softgoods - textile p. 124

using logo and branding : applications on midlayer

Ventus micro puffer men, 2018-2019.

softgoods - textile p. 125

gloves & mittens

Page
19.
using logo and branding : accessories

In accessories range, only gloves and mittens have an

exclusive use of the 6 chevrons symbol.
manis ventus
ventus
gloves
imperial blue
off-white
dark ivy
black
gloves
dark grey
off white
marigold
black

gloves
dark grey marigold
off white black

moufla
mittens dark grey
off white
dark ivy
black symbol
using 6 chevrons
softgoods - textile p. 126

using logo and branding : accessories

The beanies range expresses freely our graphic

desires, from sober monochromatic - patched beanie
to obvious colorful patterned buffs.

ski on my face ski on my face

ski on my face ski on my face ski on my face

bolivia calva mori nomen maska tubus

using friezes and using patterns chevrons

using brandblock logo
illustrations chevrons (cf p.
softgoods - textile p. 127

using logo and branding : applications on accessories

softgoods - textile p. 128

using logo and branding : luggage

variable distance
depending on sizes
and shapes of bags Inspired by travel bags
covered with destination
stickers, we interpreted
this concept for
black crows ski bags,
gathering ever single
patch designed from the
beginning and creating an
all-over scalable patches
pattern.

invariable value
model:

dorsa
volume:
technical infos
27 liters (as on skis)
program:

touring

print / embroidery on bag inside handles / flaps / rolls / taping skibags patterns (TBD)
(as on the outerwear)
softgoods - textile p. 129

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

dorsa 27

model: model:

dorsa dorsa
volume: volume:

27 liters 27 liters
program: program:

touring touring
softgoods - textile p. 130

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

dorsa 37

model: model:

dorsa dorsa
volume: volume:

37 liters 37 liters
program: program:

touring touring
softgoods - textile p. 131

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

freeride 18

model:

freeride
volume:

18 liters
program:

resort
softgoods - textile p. 132

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

sacus

model: model: model:

COMPACT MODE
sacus sacus sacus
volume: volume: volume:

only two skis only two skis only two skis

program: program: program:

ski bag ski bag ski bag

softgoods - textile p. 133

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

duffles

model:

duffle
volume:

35 liters
program:

travel
softgoods - textile p. 134

using logo and branding : applications on luggage

Luggage range 2019-2020 (TBC).

pockets
softgoods - textile p. 135

logowear range
merchandising p. 136

1. products displays

2. skis displays

3. windows display
merchandising p. 137

Visual merchandising follows the same graphic process, with structures built
entirely around the chevron, from basic seats or hangers to entire corners
and window displays.
merchandising p. 138

products displays

1 2

using pattern chevrons

and brandblock logo

chevron displays
for textile and accessories

using pattern chevrons

and brandblock logo

accessories hanger

1 Ispo, 2017

2 Le bon marché, 2016

poles display
chevron pedestal 3 Colette, 2015
merchandising p. 139

skis displays

rotating chevron displays

for textile and accessories

snowflakes skis display

1 Ispo, 2008

2 Munich, 2019
merchandising p. 140

windows display

1 2

scrolling chevrons map

on handbuilt metal
structure

camo windows display

3 4

neon main logo

reversed camo
windows display

1 Snell, 2014-15

2 Colette, 2015

3 Munich, 2019

4 Legend chamonix, 2018

ad campaigns p. 141

1. black crows universe

2. applications
ad campaigns p. 142

black crows universe

Campaigns are always shot in a studio, to differentiate the brand

from the classic ski market.

They use minimalistic props and set builds made of chevrons,

and incorporate a subtle sense of humor.
ad campaigns p. 143

applications

2007-2008

Inspired by Japanese television shows,

Camille added camouflaged mannequins
in the action, leading to some incongruous
scenes. Since then, these characters stayed
in the background of our campaigns.
ad campaigns p. 144

applications

2008-2009

The same idea as previous season,

with different actions and color
backgrounds.

www.blackcrows-skis.com

www.blackcrows-skis.com
ad campaigns p. 145

applications

2009-2010

The main concept was to create an

effect of chronophotography, something
commonly used in mountain shots,
but in a DIY way.

This campaign was even the subject

of thesis of students in business schools.
ad campaigns p. 146

applications

2010-2011

As a crossover brand between mountain

enthousiasts and city trendies, this
campaign illustrates perfectly the binary
aspirations of black crows.

We shot in the mountains, printed

the image and then shot in a studio.
ad campaigns p. 147

applications

2011-2012

As a revival of the first 2 campaigns,

silhouettes holding skiers in action were
back. This time around, we cut out
thousands of fake chevrons snowflakes
and then blew them in the air...
ad campaigns p. 148

applications

2012-2013

The only time we shot our campaign

outside, we created dozens of animated
gifs, with a system of 3 cameras capturing
the same action, immortalizing skiers in
an eternal weird yet hypnotizing loop.
ad campaigns p. 149

applications

2013-2014

As Go Pro filming became the trendy thing,

we interpreted in our way, by setting skiers
hanging on ceiling of a studio, or holding a
chairlift bar, filmed from their point of view.
ad campaigns p. 150

applications

2014-2015

After putting skiers and action in our

campaigns, we decided to give a fashion
shot feel, by illuminating the scene with
strong spot lights and displaying gear
as still life looks.
ad campaigns p. 151

applications

2015-2016

Called "the rappel", this campaign focuses

on bringing mountain to the city, by inviting
Parisian music performers to the picture.
The founders are also playing their role,
with more or less ease.

We intentionnally built a wooden slope

giving the feel of being on top of a summit.
ad campaigns p. 152

applications

2017-2018

For "the couloir", we invited skiers

to act like they would do in the mountains,
hence rappelling, touring, jumping,
powder turning, etc.

The 10 meters walls we built gives the feel

of a glacial rift, attracting people's eye into
these mesmerizing scenes.
ad campaigns p. 153

applications

2018-2019

We shot dozens of scenes involving

different skiers in action, and aligned
them one alongside the other, leading to a
gigantic frieze of personae.

People sometimes wonder if everything

was shot at the same moment.

black-crows.com black-crows.com
films and videos p. 154

1. typographic rules : introduction and credits

2. don'ts
films and videos p. 155

typographic rules : introduction and credits

1. introduction 2. credits

variable distance variable distance

depending on depending on
video format video format

invariable value invariable value

ski sauvage title

skiers:

pierre guyot
filmed by:

flo bastien credits (same as luggage range and ski tail)

year:

2019
films and videos p. 156

typographic rules : introduction and credits

1. introduction

vertical logo
texts are always monochormatic,
bold and aligned left video background

ski sauvage

ski sauvage

title
never change the size
of any element (logo or texts)
films and videos p. 157

typographic rules : introduction and credits

2. credits

vertical logo
texts are always monochormatic,
bold and aligned left video background

skiers:

pierre guyot
filmed by:

flo bastien
year:

2019

skiers:

pierre guyot
filmed by:

flo bastien
year:

2019

credits.
never change the size
of any element (logo or texts)
films and videos p. 158

don'ts

Never change the video graphic guidelines.

1. Centered logo. 2. Little centered logo. 3. Centered title with different font sizes.

skiers:

pierre guyot
filmed by:

flo bastien
year:

2019

4. Texts aligned right. 5. Credits centered on colored 6. Credits aligned right with different 7. Bad tracking and logo aligned right.
background with capitals. font sizes and capitals.
p. 159