brand book_keynote (1)

BRAND BOOK / 2015

ALWAYSAHEAD

WHAT DOES LS2 STAND FOR?

Safety designed with Passion

INSPIRATIONINNOVATIONFREEDOM

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LS2 Helmets delivers top-quality products for top-quality adventures. This is the testimony of highly satisfied customers. Our success relies on the daily dedication of a dynamic, creative and passionate team. Our engagement with customers requires to constantly adapt our products to their needs.

INTRO

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PERSONALITYWe are a young, innovative and inspiring brand with a lot of experience.We like breaking the rules guided by new technologies while keeping a high standard for safety. We have a fresh, outgoing and always-new look that represents our wild and adventurous lifestyle. Our aim is to be freely outside.

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DEVELOPMENTSince 2007 we have been testing, analyzing and improving our molding, injections, sewings and finishing process. In Spain we have a solid Research & Development Centre which is responsible for testing the strength of best quality materials and the comfort of aerodynamic designs. Thank to our High Precision Thermoplastic Technology (HPTT) we produce shock-resistant outer shells of composite fiber and impact-absorbent inner shells of organic fiber injected in various layers. We have more than 1500 employees fully dedicated to meet the standards of our designers, engineers, technicians and, more important, our customers. We are now ready to expand and meet future challenges.

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OBJECTIVESTogether we work to offer you safety design with passion. Our team has well-stablished values that encourage discipline, innovation and commitment. Manufacturing motorcycle helmets has never been an easy job. The competitors are rather good and the responsibility is quiet big. Nevertheless, our ultimate objective is to create the best conditions to make your journey safe and pleasant. In doing so, we aim to constantly improve our products for our customers’ needs.

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BRAND VALUES

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WORDS THAT MAKE us different

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YOUNGwe are a young brand with a lot of experience

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AUTHENTICCreative and passionate

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QUALITYEquipments combined with highly precise technologies to minimize random risks

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SECUREBecause your safety matters in the event of danger

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TECHNOLOGY To create resistant and yet incredibly light helmets

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DESIGNWe cover a wide spectrum of styles from classic, retro and sober to modern, colorful and extravagant products and graphics

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INNOVATIONTo offer you calm even in the most noisy road

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OUTSTANDINGDesigns using geometric shapes and fluid lines

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PLEASANTExperiencing freedom with maximum comfort

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PERSONALTaking care of handmade details within the industrial process

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MORE RED THAN EVER

LS2 is a well-known brand. However, for giving the brand more visibility we have only changed the color and the position of LS2’s logotype, leaving the same typography. This will allow the brand to be still recognizable for old customers while attracting new ones.BRAND GUIDE LINES

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LOGOTYPE

R:240G:0B:0

R:255G:255B:255

C:1M:95Y:94K:0

C:0M:0Y:0K:0

485 C #FFFFFF

RGB RGBCMYK CMYKPANTONE HEX

Colors

Our logotype is our flag

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150 px / 52.97 mm

110 px / 38.8 mm 38.8 mm 110 px

150 px

81.13 mm

52.97 mm

230 px / 81.13 mm

Formats (A5-A4)

Formats (A3)

For bigger print formats (A2 or others)

AdsManualsCataloguesLetters

PostersAdsDisplays

PostersDisplays

Banners160x600 px300x250 px728x90 px

We have a logo for every occasion

For print For screen

WebsiteNewslettersBanners300x1050 px640x480 px

SIZES43

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X X/3X/3

X/3

LAYOUT POSITIONComposition to make a correct usage of the logo

A security margin of 1/3 high and width must be guaranteed.

When publishing on the right side.

When publishing on the left side.

The logotype should always beplaced on the top of the page

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When publishing in a small format.

For videos the logo must be centered.

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TEXT LAYOUT

Tagline

Model

HelmetPhoto

SocialNetworks

WWW.LS2HELMETS.COM

WWW.LS2HELMETS.COM

Always Ahead

In every publication the social network’s icons must be visible

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WWW.LS2HELMETS.COM

ARROW RFF323

*INCLUIDO

Certificado ECE 22.05Gr 1390 +- 50talla XXS - XXL

TRI-COMPOSITE

Horizontal Ad with the logo pla-ced on the upper right side for the magazine “Motociclismo”.

Full-page Ad with the logo placed on the upper right side for UK magazines.

Vertical Ad for the “In Moto” magazine.

The fastest growing helmet brand in the world

MSRP$189.95

LS2 ENDURO RIDER

4-time World Enduro Champion

Find an LS2 Dealer near you

WWW.LS2HELMETS.COM

*INCLUSO

STREAMFF320

EXAMPLES51

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When using A4 page the text must lined up with the logotype.

25mm 25mm

20m

m

5mm

110px

5mm

Start your text here, use Lato regular with a size of 10pt and a line spacing of 14pt. Use two columns so your text can be read easily: Ernatuscil inusdam issed quatus ent haribus, core-per iationecum explique aut alitendes por sitiatq uatior aut acescipsam, nullest, cus.

Lo et odita vit, sunte perchil lanisinctis ut que conse occulla utemquiae plam quae moditat.

Mus volupie nderchic tem quati omnienet laboreicimus magnatur, officit aceratinvent vercia sedita nobita quo que labo. Um volupta volore coresti blam, sant pro quis doluptas ma voluptam nisim et, simporrovit dempore pudae. Eceaquam volorpor molorem cus rate res dolor sapit, qui as dolupta tempos recatur, ut ea dolorat officilia ver-chil estiatur autas milit, odio. Idundi qui reseque

magniminis ipis et magnis inctore ptatus aribeatus et fugiam et ipsum nis ex eosandi oribust quiam re, endunt illatia derrum reptur? Em eost, istis molligente aut verum volupti onseque sit a et am et rem enecatur?

Mos aut eum fuga. Et pre repelia spicimin re-hento qui dolendebis core dunt alit a verchiliti aut eatureiurem aut ped es atur minctur?

Eprerspidis volum que et dolest quature pe-llaccae volorpori untios doluptiatur rectur? Fugitin ullectem harum etus, coria denda qui cum, to quasAliqui re venem quia volupta tisqui cullatur? Quissim oluptatur aut as reiust, exped expelle stiatem lignia quunt ea nam aut endis sim et es quo berchilic.

You can also use a single column if you make the text box 2/3 of the width space within the margin, keep in mind that there sould be between 9 and 12 words (50-75 characters) per line for best readability.

Parum et experro et quossundem unt, sit anim consero et eat. Rore pelignienim quassendae. Nequiant eostis maximin ctatus simil is aut enturit fugiam rerrorro que ex eos et modicat dolupta turion-serum facia enis autes dis nullabo ritassit laut ut officiae sitasperit quam et quiatque eum rehent quid modis illabo. Nestend andeniet pora aut quibus exerfer oreptatum iliqui ducillorro desequatior repe-ri volor sitae voloreped quis recate porumquae cus qui nat abore-rrum volest adi debiscia dolores volesequo toremquat.

Ullecatur mintore henimus antio volorescim que volest, int ende nos ea doluptior as am dolupta tquasit aquatisi inimus dolesequatur sitatur, undipsunt.

20PT TEXT Aligned down 30m

m21m

m

Text composition guide

Ernatuscil inusdam issed quatus ent haribus, core-per iationecum explique aut alitendes por sitiatq uatior aut acescipsam, nullest, cus.

Lo et odita vit, sunte perchil lanisinctis ut que conse occulla utemquiae plam quae moditat.

Mus volupie nderchic tem quati omnienet laboreicimus magnatur, officit aceratinvent vercia sedita nobita quo que labo. Um volupta volore coresti blam, sant pro quis doluptas ma voluptam nisim et, simporrovit dempore pudae. Eceaquam volorpor molorem cus rate res dolor sapit, qui as dolupta tempos recatur, ut ea dolorat officilia ver-chil estiatur autas milit, odio. Idundi qui reseque magniminis ipis et magnis inctore ptatus aribeatus et fugiam et ipsum nis ex eosandi oribust quiam re, endunt illatia derrum reptur? Em eost, istis molligente aut verum volupti onseque sit a et am et rem enecatur?

Mos aut eum fuga. Et pre repelia spicimin re-hento qui dolendebis core dunt alit a verchiliti aut eatureiurem aut ped es atur minctur?

Eprerspidis volum que et dolest quature pe-llaccae volorpori untios doluptiatur rectur? Fugitin ullectem harum etus, coria denda qui cum, to quasUcio, esu me eteri in viu vem te coniquemque me anum plicia vis aucesimus, suam se ad ipiensi lictus, non ta, quam in sena, plium atierit elicivi rmiliu mum tum omnincente publibunt? Ad Catus horarite adducto hos atiquam entemnihint ponu ex sederis vivid amperum novidem pratidintio nos res consilis, se tumei sultum pordi senatifes? Guli, cleste fui portis bonsum pestis forei pro prium potiam omnimus sentiam menatum senam noctur iae acepsestifes consuli enatus? Aberibe rissoltus cus, ublicie potiam publintia dem pultus, duciam niam ina, que conferidere nondum ia conum oru-dem publis ex nonc obusperus? An temus clude-murnium sultum publiam, ublis mei se nossenat-quas ili, quemquis il te quis et? Oximus, noraeque

co in dum iam abulocaed rem noste cors mena, quam auconsum abemenitem patum nostis, coma-cre, sum huis, ubliistilium scerur unumunu liciena, Ti. At inum Romanda ciaesentium ubita pessus lin auc fortem, atre, quo vil talicavente tesi coentili cris? Nossi iam voltis, scit.

Hi, aucitrem des entem, stient. Silius am. Ig-noximihil ute co vide consimilique tus pulatuam.

Uderet L. Alat, que vessen viri pratiam nun-temus horipimanduc tem poeri publi, te que abem ponsus, Catum mandam a menteris vit; ingulissimum faus suncles ocus condient? Loc-chum diocum hoc fuid diericavoca in auro Castra nonsuli coerit, simac idemus, omnequideo vis cermanulibus in vivit, eres iurestatu cons factor-tilis. Dam tea quam, steatquam hocrissilia co nos, Catorum nius vit quo nocciam hoc ta, cons con tus, untrae nihilla bente, vernum ine pota vilient erestil lerestrati, vitissesta, que consul huciemo-ves ia norecum ta ressime atifex suspere ntiamdi enderi pestrun unihint iendaccit consuperibus opulicaelus, vicemus senam ia? Nost?

Ti. Seridem temus, que nonunti ustrae iam averei cum iam ia? Ita L. Ego vid Catest? Ahabes-serit potam pra, dervili ctanuncum priu confeco-nos con habefac tussimusque manul constrita, diusque furessena L. Namquem publiquod mus essum supion testratqui ponce nostro, qua etrum P. O trox nonsultortem sis consunt include esignos, querfirit L. Cati, ter list actudermis hos Marbis nosti ignato et vit? Perei tam quost rei crissidem id con Etri imilicis? Ed pra? It? Aximmod dessime nductalarurb iterit co Catam di praribus iaelutervium ena nius, ne prorum tea sa at, unum. Mus perfera co

DON’T FORCE A SPACE BETWEEN PARAGRAPHS.Use a 5mm indentation at the start of all paragraphs except for the first one.

USE THE GRID.Compose image and text using the grid as a guide, keep it sim-ple but dynamic.

LETTERS LAYOUT53

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TAGLINE

ALWAYS AHEAD

ALWAYS AHEAD ALWAYS AHEAD

ALWAYS AHEAD

Simple & clear

The tagline defines the brand’s philosophy at the time that it creates a pun which is related to victory and being (a)head of the competition.

Tipography: Archer Light Italic This italic type gives the impres-sion of velocity, dynamism and moving ahead.

The presentation is very impor-tant. That is why we have three different tagline’s types.

White Black

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ALWAYS AHEAD

ALWAYS AHEAD ALWAYS AHEAD

ALWAYS AHEAD

Tipography: Galano Alt Bold A convincing, robust & strong typography.

White Black

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This hand-made typography recall a urban view.

White Black

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WE LOVE TYPESTypography is essential to communicate a unified personality. We present you the ones we have chosen to represent our brand.

GALANO GROTESQUE ALT BOLD

ABCDEFGHIJK LMNOPQRSTU VWXYZ 0123456789

Primary type: Our main type is perfect to create a huge visual impact and make LS2 stand out.

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Secondary Types: For text body we have chosen Sans Serif & Serif Front which look great small as big.

Lato

Lora Regular

ThinLightRegularMediumSemiboldBoldHeavyBlack

RegularBold

ThinExtra LightLightBookMediumSemiboldBold

ULTRALIGHTLIGHTMEDIUMSEMIBOLDBOLD

Thin ItalicExtra Light ItalicLight ItalicBook ItalicMedium ItalicSemibold ItalicBold Italic

ULTRALIGHT ITALICLIGHT ITALICMEDIUM ITALICSEMIBOLD ITALICBOLD ITALIC

Thin ItalicLight ItalicItalicMedium ItalicSemiBold ItalicBold ItalicHeavy ItalicBlack Italic

Regular ItalicBold Italic

ABCDEFGHIJKLMN OPQRSTUVWXYZ 0123456789


ARCHER PRO

GEOGROTESQUE



Extras: For texts that require a certain distinction from the main visual language we have chosen this types.

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EXAMPLES Of all types

ERWANNIGoN

Be Winner

ARROW

CARBON

WWW.LS2HELMETS.COM

NIGoN

Archer font in a website banner

Galano font in a website banner

Galano font in an Ad

NIMM AN DERVERLOSUNG TEIL UNDGEWINNE EINEN LS2FF323 ARROW

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CLASSIC LOGOTYPESThe original LS2 Helmets logotype

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COLORS

R:130 G:130 B:130C:49 M:38 Y:38 K:19

TITANIUM

R:0 G:0 B:0C:100 M:100 Y:100 K:100

BLACK

R:255 G:255 B:255C:0 M:0 Y:0 K:0

WHITE

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COMPOSITION SIZESThe classic LS2 logotype can be placed at the top or at the bottom of the merchandize taking care of the given frames.

X X/4X/4

X

X

X

The minimum reduction applicable to the logo is 20mm wide. There is no maximum restriction.

Width: 100mm

Width: 80mm

Width:: 60mm

Width:: 40mm

Width:: 20mm

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USAGE

For Light Backgrounds

For Light Backgrounds For Dark Backgrounds

For Dark BackgroundsHelmetsMerchandisingShort VideosPosters of RidersLS2 Riders Website

Helmets Helmets

HelmetsMerchandisingShort VideosPosters of RidersLS2 Riders Website

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EXAMPLES

Merchandising > Polo T-shirt Merchandising > LS2 Rider Poster

CR1 CARBON

Of the classic logotypes

ARROW REPLICA

PHOTO BY ALEX FARINELLI

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LOGOTYPE’S PLACEMENTIndications for logotype’s layout

It is 90x10mm and the background’s color has to be one of contrast.

The logotype must be centered at the front and rear part of the helmet.

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GRAPHIC LANGUAGE

YES NOAlways better with diagonals Never straight linesFastModernContrast

SlowClassicBoring

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COLOR USAGE

20%80%

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20%80%

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10% 50%40%

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5% 60%35%

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COLORS COMBINATIONS

Black: 100%

C:0 M:100 Y:100 K:0

R:26 G:26 B:26

R:26 G:26 B:26

R:0 G:150 B:151

R:240 G:0 B:0

R:0 G:255 B:201

R:0 G:255 B:201

R:198 G:198 B:198

R:198 G:198 B:198

R:255 G:30 B:110

R:236 G:236 B:236

R:236 G:236 B:236

R:236 G:236 B:236Black: 60% Black: 30% Black: 10%

Black: 100%

Ink colors Screen colors

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HELMETSOne photography is not enough

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FACEBOOKOne logotype adapted to every occasion

Cover

Example

The logotype will be used in a 1x1 format.

Without logotype.The content must be centered for a good visibility in smartphones.

R:240G:0B:0

C:0M:100Y:100K:0

#E41B16

RGB CMYK HEX

600x600 px

850x315 px

425 px 212.5 px212.5 px

Important Content

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INSTAGRAMOne logotype adapted to every occasion

Instagram’s layout

Photography

The logotype must be centered in the quadrate for a better fit into the circle.

The photos must be of hight quality.

R:240G:0B:0

C:0M:100Y:100K:0

#E41B16

220x220 px

RGB CMYK HEX

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NAMING & LOGO EXAMPLES

First comes the helmet’s name

Header of the Arrow’s page.

After the helmet’s reference

ARROW C

FF323

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COLOR FAMILYEach family have its own color

ROAD URBAN MX JUNIOR

R:240 G:6 B:19C:0 M:100 Y:100 K:0

R:133 G:153 B:172C:53 M:32 Y:23 K:6

R:67 G:172 B:63C:73 M:0 Y:95 K:0

R:0 G:138 B:192C:81 M:32 Y:9 K:1

R:240 G:6 B:19C:22 M:100 Y:97 K:18

R:62 G:66 B:68C:69 M:56 Y:52 K:54

R:87 G:88 B:84C:59 M:48 Y:51 K:43

R:100 G:136 B:31C:76 M:100 Y:0 K:0

R:233 G:69 B:88C:0 M:84 Y:54 K:0

R:187 G:199 B:207C:31 M:16 Y:16 K:1

R:150 G:165 B:146C:45 M:24 Y:43 K:7

R:7 G:108 B:140C:87 M:43 Y:29 K:13

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ICONSWith white background With black background

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HOW TO PRESENTThe helmets features.

First ThirdShells &Material

Comfort

Visor

Security

Ventilation

Second

Fourth

Fifth

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EXAMPLEOf how to show the features

LS2 WebsiteLS2 Website

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QR CODEThe QR Code can be used in every communicational media.

We recommend to use a 18x18mm QR Code for print Ads.

18x18mm

50x50mm

EXAMPLEQR Code’s usage

Motorrad Magazine Advert

THE QR Code is usable for business cards, packaging and Ads material.

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Helmet packaging

Visor film

REM

OVE T

HIS

FILM

BEF

ORE U

SE

Download the manual

été soumis à un choc violent est à remplacer. Un casque OPEN FACE ne protège pas le menton en cas de choc.

replaced if they are subject to impact damage. OPEN FACE helmets don’t protect the chin in case of impact.

Alle Helme müssen, bei Beschädigungen, ersetzt werden. Ein Helm OPEN FACE dass Kinnteil ist nicht für Impact

FR

ES

IT

EN

DE

SIZE

MODEL

QR

XL

FF396

ALWAYSAHEAD

1 of every 500 LS2 Helmets is free thanks to our random QR code’s raffle. By Scanning this QR code you will instantly know if your purchase is for free and also download the user’s manual.

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Albert Lozano

+34 689 04 24 72

[email protected]

Business card

Helmet’s label

Front sideBack side

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BRANDINGA clear identity comes with a clear message

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MERCHANDISING

LS2 Arrow Display LS2 Riders Poster

Using the new LS2 logotype

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LS2 Helmets Display LS2 Helmets Supporter

LS2 Stickers

Sizes:Extra Big 102,5 x 17,4 cmBig 61,7 x 12,1 cmMedium 20 x 3,7 cmSmall 13 x 2,9 cm

MERCHANDISINGWith the old LS2 logotype

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LS2 Lanyard Black & White

LS2 Pen White & Black

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LABELLING LOGOTYPESleeve Woven Label Embroidery Patch

Stitching

40x25 mm

55x35 mm

Fold Line

No Visible Part

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THE PACKAGINGOne style for all packagings

Geometic lines and corporative colors.

The same style applies for pinlock’s packaging.

Model FF 320

Stream

Pinlock 100% MAX VISIONMAINTENANCE INSTRUCTIONS

The Pinlock® fogresistant insert lens is created out of a moistu-re absorbing plastic. The Pinlock® creates an air tight double shield. The pins are eccentric, which means that the shaft to increase or decrease the tension on the lens by turning the pins, allowing the silicone seal to have a perfect fit.

Please notice! The Pinlock® fog resistant lens is less resistant to scratching then the original visor!

REMOVING AND FITTING THE LENS:1) Remove the original visor form the helmet as shown in the helmet manufacturer’s instructions (diag. A).2) Flex the original visor carefully until there is no more tension on the Pinlock® lens. Carefully remove the Pinlock® lens from its position (diag. B).

CLEANING:Only clean the Pinlock® fog resistant lens and the original visor using liquid green soap, lukewarm water and a soft moist cloth. Allow the lens and the visor to dry naturally before reassembling them.

DO NOT USE ABRASIVE CLEANING PRODUCTS OR LIQUIDS CONTAINING AMMONIA OR ALCOHOL.

3) Flex the original visor (step 2/ diag. B) and click the Pinlock® lens between the two pins and allow the original visor to return to its curved shape.The entire perimeter of the silicone seal should be in firm contact with the original visor (diag. D/ diag. E).

IF THIS IS NOT THE CASE:4) Remove the Pinlock® lens (see step 2).5) Adjust the pins by pushing them outwards and turning them with your fingers before pushing them back (diag. C).6) Repeat step 3.7) Allow the original visor to return to its curved shape and fit it back on the helmet.8) Remove the protective film from the Pinlock® lens.9) Fit the visor back on the helmet.

While riding, the possibility exists that the enormous pressure of the wind drives moisture between the lens and the original visor. That is why we strongly recommend that you always close the visor when riding.Nevertheless, if moisture penetrates inside the air tight chamber, the Pinlock® lens should be removed from the original visor. Refit the lens to the visor after both have dried naturally.

GUARANTEE:We only guarantee optical purity and production defects that are visible after removal of the protective film (prior to fitting the original visor to the helmet). Any claims under the guarantee must be submitted within 8 days after purchase.

DAYTIME USE ONLY.Pinlock® has international patent protection and is a registered brand name.

Patent numbers / u.s. 5,765,235 & u.s. re 44,250 euroPe 0802743 & euroPe 1206200 other Patents Pending

MADE IN ITALY

PLS2max01

DKS 146

For North and South AmericaPinlock USA, Inc.1319 Military Cuto� RoadSuite CC #166Wilmington, NC 28405T +1 910 880 0324

Model FF 323

ARrow

Pinlock 100% MAX VISION

DKS 147


PLS2max02

MAINTENANCE INSTRUCTIONS












MADE IN ITALY

Model �324

METRO

Pinlock 100% MAX VISION

DKS XXX


MAINTENANCE INSTRUCTIONS












MADE IN ITALY

PLS2max03

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LOGO LS2 RIDERSA rebel logotype Gold, the color of champions

R:160 G:124 B:42C:30 M:42 Y:91 K:22#A17D29

LS2 Rider is a site dedicated to the bests where success is assured.

Gold

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CHROMATICA palette of endless possibilities

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LAYOUTA picture free as a pilot

Without rules, without standards. A free style for free pilots.

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BRAND BOOK / 2015

brand book_keynote (1)

Documents