2015 Smith Brand Book

38
Brand Book

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Transcript of 2015 Smith Brand Book

Page 1: 2015 Smith Brand Book

Brand Book

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Once upon a hell of a time.TRUE TO THE VISION SINCE 1965In 1965 Dr. Smith built the world’s first thermal sealed goggle so he could get outdoors and have a blast on days everyone else had to stay inside. 50 years later and our purpose hasn’t changed.

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BOB SMITH1933-2012

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IT PAYS TO PLAYPiendis et evel int qui sus ullenim acias audandae quiaspel mi, sinvel et pre ratur aut rehenis am fugitat invenitis ut eventus quati as magnat omnissin praes doluptat aut dunt eos estrum ut landus debistiur magnienitate simolum esse derumquam, to vel earumendel iumet et assi bla sanderi orente ist et molorias qui conem rerehen delitatatur aliti sum volupic itemque simporerias mos si bersped ut remporenia dent hil illestrum inusaerunt lacculpa qui am

IT PAYS TO PLAYPiendis et evel int qui sus ullenim acias audandae quiaspel mi, sinvel et pre ratur aut rehenis am fugitat invenitis ut eventus quati as magnat omnissin praes doluptat aut dunt eos estrum ut landus debistiur magnienitate simolum esse derumquam, to vel earumendel iumet et assi bla sanderi orente ist et molorias qui conem rerehen delitatatur aliti sum volupic itemque simporerias mos si bersped ut remporenia dent hil illestrum inusaerunt lacculpa qui am

The experienceis everything.While others speak of safety, wanderlust or product as art, our 50 years of experience has helped us perfect what really matters – amplifying the thrill of human experience. Everything we do, every pillar in our character, and every product we develop delivers on this simple idea.

OUR PERSPECTIVE.The most distilled idea of what we’re for.

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IT PAYS TO PLAYPiendis et evel int qui sus ullenim acias audandae quiaspel mi, sinvel et pre ratur aut rehenis am fugitat invenitis ut eventus quati as magnat omnissin praes doluptat aut dunt eos estrum ut landus debistiur magnienitate simolum esse derumquam, to vel earumendel iumet et assi bla sanderi orente ist et molorias qui conem rerehen delitatatur aliti sum volupic itemque simporerias mos si bersped ut remporenia dent hil illestrum inusaerunt lacculpa qui am

IT PAYS TO PLAYPiendis et evel int qui sus ullenim acias audandae quiaspel mi, sinvel et pre ratur aut rehenis am fugitat invenitis ut eventus quati as magnat omnissin praes doluptat aut dunt eos estrum ut landus debistiur magnienitate simolum esse derumquam, to vel earumendel iumet et assi bla sanderi orente ist et molorias qui conem rerehen delitatatur aliti sum volupic itemque simporerias mos si bersped ut remporenia dent hil illestrum inusaerunt lacculpa qui am

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OUR PURPOSE.Why we exist.

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We pioneer advanced products tofuel fun beyond walls.

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Innovation amplifies awesome.

Performance is proven where we have fun.

Every detail makes a difference.

Our products are an extension of the goers and doers having fun and living life outside to the fullest. We innovate to make sure the product doesn’t just function, but actually makes the experience better.

More than observe, we participate, getting outside to push limits and experience the thrill first hand. Insights are gathered and put to the test against the toughest competition and in the harshest elements.

The best product is optimized—having everything needed and nothing more. Every detail is dialed. Style and engineering are calibrated through a balance of technology, material and fit.

OUR BELIEFS.Truths shaping our point of view.

Life is betterbeyond walls.

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If it’s worth building, it’s worth lasting.

We deliver style with character.

We build products to withstand both time and nature. We’re committed to delivering top quality craftsmanship and construction. We’re genuine in our efforts to protect the outdoors we love.

You don’t have to compromise style for performance. Every product is a curation, a meaningful blend of modern taste and proven performance. Combined, the two deliver a sublime fusion of style and function.

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Bob Smith’s ventilated double-lens allowed for continued usage and enjoyment of the outdoors in any condition without fogging up.

One key innovation catapulted us into the future.

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NEW HORIZONS.Our new clean, modern and refined letterforms speak to modern design and performance—fundamental tenets of our brand since day one. Graphic reduction used to segment the “S” represents ventilation, movement and airflow, like the original double-lens. 50 years of heritage informs the next 50 years of innovation.

Based in our core DNA, with a nod to our past, we will continue to innovate and help people enjoy life beyond walls with a new refined look. We are proud to introduce the new identity of Smith.

The name remains the same.

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ONE BRAND.People who love the outdoors and want performance edge delivered with character and refinement.

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The worst days are the best days.From Bob Smith selling goggles out of his truck in ski area parking lots, to the introduction of the I/O, and then the game changing idea of Ultimate Integration, we have a history of innovation for the sake of making the experience more fun. It’s more fun when your goggles don’t fog, when it’s easy to change lenses with the changing weather, and when your helmet and goggles work seamlessly together as a system of ventilation and protection. Making the experience better sets us apart.

Did you know: Smith goggles are hand built in our factory in Clearfield, Utah, USA.

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Strong, beautiful and unstoppable.We are passionate about getting outside and tackling the steepest of challenges with grace and power. This passion connects the dots between each part of our life, whether it’s paddling out into the line-up, keeping your feet pedaling up the last pitch of a climb when your lungs say no more, or high fives with the crew after an all-time powder day. Smith women are explorers of the modern world, who rightfully demand product that blends peak performance with clean style.

Did you know: Smith ambassador Melissa Arnot has summited Everest five times, more than any other western woman.

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Protectionreinvented.In a world where time is measured in miliseconds and grams, we know cutting-edge performance needs dialed-in product. Dialed-in product doesn’t have to be devoid of character. We’ve created proprietary innovations like Aerocore™ helmet construction and PivLock™ interchangeable eyewear as solutions. Our introduction of the Overtake helmet utilizes Aerocore™ to establish new limits of aerodynamics, protection, ventilation, weight, and fit. The feather-light PivLock™ eyewear is designed to be able to change lenses with changing light conditions without sacrificing field of view and still integrate perfectly with our helmets. At the heart of cycling is the thrill of speed and sick enjoyment of suffering to go further; you deserve product that helps you go faster with greater safety.

Did you know: The Slider 01 was the first patent protected interchangeable dual-lens sunglass. 20 years ago goes by fast.

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See the worlddifferently.We love the quick silver flicker of light reflecting off a passing bonefish, the quiet patience it takes to stalk tarpon, the sound of line as it starts to run, and the feeling of celebrating the day’s catch over a cold beer as we head back to harbor. Our fishing sunglasses are specifically designed with all of this in mind. Smith frames use innovative out-of-sight hinges and megol pads for precision fit and are optimized to virtually eliminate distracting glare both in front of and behind the lens. The unmatched clarity and enhanced color of ChromaPop™ is perfect for spotting fish.

Did you know: Smith has been crafting fishing specific sunglasses with Italian made Barberini polarized glass lenses since 1993.

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Overhead and glassy.We design product tuned for taking on the adventure. It’s part of who we all are, getting out there and seeing what the trip will bring. In the early 90’s Smith became one of the first companies to design and build a collection of sunglasses specifically for surf culture. Long before there were a 1000 sunglass companies claiming authenticity, we were there. While the other companies scramble to make the latest hype, we focus on keeping things clean. We create frame styles that will look as good 20 years from now by incorporating details that make the glasses work better in the sun and salt water: megol details for precision fit, and world class lenses for the greatest polarized clarity and color available.

Did you know: Yadin Nicol and former world champ CJ Hobgood have been part of the Smith family for 16 years.

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Today’s riders are pedaling farther down single track, faster over impossible technical lines, and pushing themselves and equipment to all new breaking points. Taking what we know from being a global leader in freeride snow helmets, the introduction of the Forefront helmet marked an innovative breakthrough in combining extended coverage, protection, ventilation, and integration with eyewear. Dirt splattered and smiling, you know a ride is better when you don’t have to worry about your gear. Our mountain helmets have been in Nepal’s Himalayas, the nether-reaches of the Peruvian Andes and on the thousands of miles of single track right out Smith’s headquarters’ backdoor in the Sawtooth Mountains of Idaho.

Did you know: Our first helmet specifically designed for mountain biking (the Forefront) won awards from Red Dot, IDSA, and Outside Magazine.

Steve Peat won Smith’s first world championship jersey and has been a team ambassador for 18 years.

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Guided by gravity.

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Sometimes just getting to the river is a slog, but there’s that secret spot with the deep pool that you know is hiding a lunker. It’s worth the early morning wake up and the hike-in before climbing over fences and around deadfall before you can drop the fly right where you want it. We’ve been making sunglasses for life on the river for over 35 years. We know that different waters need different colored lens tints. We know anglers need higher performance than just polarization. We know all good fishing stories should start, “Once upon a hell of a time.”

Did you know: Our general manager of fishing, Peter Crow, is a world-renowned guide who’s caught fish on 5 continents.

Fish on.

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We have a contagious love of the outdoors. We live, breathe, and invest in people and practices that respect it. We share it through the lens of vibrant people that inspire us and make us smile. More than observe, we get outside to push limits and experience the thrill first hand. The adventure is out there for all of us to enjoy.

Did you know: Smith actively supports a wide variety of non-profit organizations from local snowboard teams to IMBA, the wounded soldier recovery program Higher Ground to High Fives to the Sarah Burke Foundation, and beyond.

Beyond walls.

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IT PAYS TO PLAY

BELIEFSCharlotte line up with slug

IT PAYS TO PLAY

BELIEFSCharlotte line up with slug

OUR DISTINCTIONWe are not like the others

We power thrilling experiences through peak performance that’s broughtdown-to-earth and made better with clean style and vibrant personality.

Did you know: Smith has been on Outside Magazine’s Best Places to Work list for 7 years running.

We blendclean style into products tuned for thrillingexperiences.

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IT PAYS TO PLAY

BELIEFSCharlotte line up with slug

IT PAYS TO PLAY

BELIEFSCharlotte line up with slug

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WHO WE’RE FOR.We create innovations for modern explorers and thrill seekers who love the outdoors.

photo courtesy of Irwin Guides

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In 2013 Smith launches ChromaPop™ lenses that enable you to see the outside world with an unparalleled level of vibrancy. ChromaPop™ optimizes color and increases clarity.

In 2007, after years of development, Smith introduces to the market the I/O goggle, the industry’s first snow goggle with intuitively interchangeable lenses.

Unique solutions for athletes drive our product and innovation. In a sea of specialization, the Overtake was the first helmet to provide world-class performance in protection, ventilation, weight and aerodynamics.

In 2015 Smith celebrates 50 years of innovation and authenticity while looking toward the next 50 years of progress and thrilling experiences.We said we’d never get into

the bike helmet market unless we could move the needle. Aerocore changed the game.

In 1995 Smith introduces the V3 goggle, attaining never-before-seen field of view. Partnering with world-renowned design lab IDEO, Smith introduces the world of industrial design to goggles.

In 2000 Smith moves headquarters from Lewis St. in Ketchum, Idaho and builds its new world headquarters a few blocks away at 280 Northwood Way.

In 1984 Smith patents the Roll Off® film advance system for moto goggles giving riders mud and dust-free vision on demand.

In 1971 goggle production is moved to Ketchum, Idaho.

Inception - Circa 1971

1970’s - 1985

1980-1985

1985 - 1991

1991 - 1996

1996 - 2014

2005 - 2014

1969

1971 1984

2000

2007

20142009

2006

1995

1998

2013

1979

1989

1965

Innovation is sometimes unseen. No better example than the creation of Smith’s Evolve program. Launched in 2009 as the world’s largest eco-friendly sunglass collection, the “protect what we love” ethos of using bio-based or recycled materials in all product categories was a major milestone.

In 1995 Smith introduces the Slider 01. Slider sunglass technology revolutionizes the sport sunglass market.

In 2006 Smith builds its own factory in Clearfield, Utah. Smith MFG is born.

In 2006 Smith enters the snow helmet market. Building on experience in fog free goggle technology, Smith takes goggle-helmet integration to a new level introducing AirEvac and AirEvac2. These two active ventilation systems use channels and vents integrated in the helmet design to enhance active and passive ventilation of the goggle.

In 1998 Smith introduced the Warp goggle. Through the invention of what is now commonly referred to as “outriggers”, the Warp seals the modern rider’s face for the first time.

In 1989 Smith is incorporated as Smith Sport Optics, Inc. dba Smith Optics

In 1979 Smith introduces the Turbo Fan constant air management system. This micro fan positioned on the brow of the goggle results in the first goggle with an active ventilation system.

In 1979 Smith also introduces the Sunhawk, marking Smith Optics’ entry into the sunglass market.

50 years.In 1965 Dr. Bob Smith, orthodontist and original ski bum, develops the first sealed thermal lens and breathable vent foam. He hand builds goggles in his garage and sells them out of his van on weekend ski trips in Utah and Colorado.

With a refined design and manufacturing plan, Smith takes his innovation and starts producing his Smith Original ski goggle in 1969 in Rifle, CO with a contract manufacturer.

ChromaPop™

Snow Helmets

Smith MFGThe Warp

Turbo Fan

The Overtake

The Forefront

Smith is born

Evolve

2015

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In 2013 Smith launches ChromaPop™ lenses that enable you to see the outside world with an unparalleled level of vibrancy. ChromaPop™ optimizes color and increases clarity.

In 2007, after years of development, Smith introduces to the market the I/O goggle, the industry’s first snow goggle with intuitively interchangeable lenses.

Unique solutions for athletes drive our product and innovation. In a sea of specialization, the Overtake was the first helmet to provide world-class performance in protection, ventilation, weight and aerodynamics.

In 2015 Smith celebrates 50 years of innovation and authenticity while looking toward the next 50 years of progress and thrilling experiences.We said we’d never get into

the bike helmet market unless we could move the needle. Aerocore changed the game.

In 1995 Smith introduces the V3 goggle, attaining never-before-seen field of view. Partnering with world-renowned design lab IDEO, Smith introduces the world of industrial design to goggles.

In 2000 Smith moves headquarters from Lewis St. in Ketchum, Idaho and builds its new world headquarters a few blocks away at 280 Northwood Way.

In 1984 Smith patents the Roll O� ® film advance system for moto goggles giving riders mud and dust-free vision on demand.

In 1971 goggle production is moved to Ketchum, Idaho.

Inception - Circa 1971

1970’s - 1985

1980-1985

1985 - 1991

1991 - 1996

1996 - 2014

2005 - 2014

1969

1971 1984

2000

2007

20142009

2006

1995

1998

2013

1979

1989

1965

Innovation is sometimes unseen. No better example than the creation of Smith’s Evolve program. Launched in 2009 as the world’s largest eco-friendly sunglass collection, the “protect what we love” ethos of using bio-based or recycled materials in all product categories was a major milestone.

In 1995 Smith introduces the Slider 01. Slider sunglass technology revolutionizes the sport sunglass market.

In 2006 Smith builds its own factory in Clearfield, Utah. Smith MFG is born.

In 2006 Smith enters the snow helmet market. Building on experience in fog free goggle technology, Smith takes goggle-helmet integration to a new level introducing AirEvac and AirEvac2. These two active ventilation systems use channels and vents integrated in the helmet design to enhance active and passive ventilation of the goggle.

In 1998 Smith introduced the Warp goggle. Through the invention of what is now commonly referred to as “outriggers”, the Warp seals the modern rider’s face for the first time.

In 1989 Smith is incorporated as Smith Sport Optics, Inc. dba Smith Optics

In 1979 Smith introduces the Turbo Fan constant air management system. This micro fan positioned on the brow of the goggle results in the first goggle with an active ventilation system.

In 1979 Smith also introduces the Sunhawk, marking Smith Optics’ entry into the sunglass market.

50 years.In 1965 Dr. Bob Smith, orthodontist and original ski bum, develops the first sealed thermal lens and breathable vent foam. He hand builds goggles in his garage and sells them out of his van on weekend ski trips in Utah and Colorado.

With a refined design and manufacturing plan, Smith takes his innovation and starts producing his Smith Original ski goggle in 1969 in Rifle, CO with a contract manufacturer.

ChromaPop™

Snow Helmets

Smith MFGThe Warp

Turbo Fan

The Overtake

The Forefront

Smith is born

Evolve

2015

In 2013 Smith launches ChromaPop™ lenses that enable you to see the outside world with an unparalleled level of vibrancy. ChromaPop™ optimizes color and increases clarity.

In 2007, after years of development, Smith introduces to the market the I/O goggle, the industry’s first snow goggle with intuitively interchangeable lenses.

Unique solutions for athletes drive our product and innovation. In a sea of specialization, the Overtake was the first helmet to provide world-class performance in protection, ventilation, weight and aerodynamics.

In 2015 Smith celebrates 50 years of innovation and authenticity while looking toward the next 50 years of progress and thrilling experiences.We said we’d never get into

the bike helmet market unless we could move the needle. Aerocore changed the game.

In 1995 Smith introduces the V3 goggle, attaining never-before-seen field of view. Partnering with world-renowned design lab IDEO, Smith introduces the world of industrial design to goggles.

In 2000 Smith moves headquarters from Lewis St. in Ketchum, Idaho and builds its new world headquarters a few blocks away at 280 Northwood Way.

In 1984 Smith patents the Roll O� ® film advance system for moto goggles giving riders mud and dust-free vision on demand.

In 1971 goggle production is moved to Ketchum, Idaho.

Inception - Circa 1971

1970’s - 1985

1980-1985

1985 - 1991

1991 - 1996

1996 - 2014

2005 - 2014

1969

1971 1984

2000

2007

20142009

2006

1995

1998

2013

1979

1989

1965

Innovation is sometimes unseen. No better example than the creation of Smith’s Evolve program. Launched in 2009 as the world’s largest eco-friendly sunglass collection, the “protect what we love” ethos of using bio-based or recycled materials in all product categories was a major milestone.

In 1995 Smith introduces the Slider 01. Slider sunglass technology revolutionizes the sport sunglass market.

In 2006 Smith builds its own factory in Clearfield, Utah. Smith MFG is born.

In 2006 Smith enters the snow helmet market. Building on experience in fog free goggle technology, Smith takes goggle-helmet integration to a new level introducing AirEvac and AirEvac2. These two active ventilation systems use channels and vents integrated in the helmet design to enhance active and passive ventilation of the goggle.

In 1998 Smith introduced the Warp goggle. Through the invention of what is now commonly referred to as “outriggers”, the Warp seals the modern rider’s face for the first time.

In 1989 Smith is incorporated as Smith Sport Optics, Inc. dba Smith Optics

In 1979 Smith introduces the Turbo Fan constant air management system. This micro fan positioned on the brow of the goggle results in the first goggle with an active ventilation system.

In 1979 Smith also introduces the Sunhawk, marking Smith Optics’ entry into the sunglass market.

50 years.In 1965 Dr. Bob Smith, orthodontist and original ski bum, develops the first sealed thermal lens and breathable vent foam. He hand builds goggles in his garage and sells them out of his van on weekend ski trips in Utah and Colorado.

With a refined design and manufacturing plan, Smith takes his innovation and starts producing his Smith Original ski goggle in 1969 in Rifle, CO with a contract manufacturer.

ChromaPop™

Snow Helmets

Smith MFGThe Warp

Turbo Fan

The Overtake

The Forefront

Smith is born

Evolve

2015

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280 Northwood WayPO BOX 2999

Ketchum, Idaho 83340800.635.4401

©2014 Smith Sport Optics, Inc.

smithoptics.com

715757494582

715757494582