O OOCabela’s Corporate Identity & Brand Standards | 2013

O CO SCabela’s Corporate Identity & Brand Standards | 2013

INTRODUCTION 1.1 A Letter From The CEO1.2 Cabela’s Corporate Identity History1.3 Former/Refreshed Logo Comparison

THE LOGOTYPE2.1 Primary Logo Use2.2 Primary Logo Use (Canada)2.3 Secondary Logo Use2.4 Secondary Logo Use (Canada)2.5 Black-and-White Logo Use2.6 Black-and-White Logo Use (Canada) 2.7 Acceptable Logo Uses2.8 Acceptable Logo Uses (Canada)

2.9 Primary Color Use2.10 Logo Spacing and Size Restrictions2.11 Logo Positioning2.12 Logo Use on Photography2.13 Expired Logos2.14 Logo Don’ts

PRINT MEDIA3.1 National Print Advertising3.2 Catalog Front Covers3.3 Catalog Introduction Spreads3.4 Catalog Product Page3.5 Direct Mail Postcards3.6 Retail FSIs

DIGITAL/SOCIAL MEDIA4.1 Cabelas.com Homepage4.2 E-mail4.3 Facebook and Twitter

RETAIL APPLICATIONS5.1 Store Front5.2 Road-Side Entrance5.3 Outdoor Billboards5.4 Grand Opening Package

BRANDED MERCHANDISE6.1 Softgoods Application6.2 Hardgoods Application

O UC OA Letter From The CEO | 1.1

To all Cabela’s Outfi tters, Vendors and Partners,

As part of Cabela’s charted plan of continued growth, we are announcing here our contemporizing of the famous Cabela’s script logo. This revision, or refreshing, of our well-respected logo fi ts hand-in-hand with the successful rollout of our new brand platform, It’s In Your Nature.

Rest assured we didn’t make drastic changes to the logo or break from our deep-rooted tradition. It is more of an updated design that remains true to our heritage. I believe you’ll agree the refreshed logo maintains the familiar Cabela’s look that has been in place for more than 40 years, yet it presents a bold, fresh approach.

This book is intended to explain accepted uses of the refreshed logo in a manner that addresses a multitude of possibilities. Of course, there may be logo uses not covered here, but we are confi dent the information here will direct you in the proper use of our logo.

These are exciting times for Cabela’s as a company – an era of unprecedented growth. This logo revision is indicative of our rededication to our Core Purpose: As the World’s Foremost Outfi tter, we passionately serve people who enjoy the outdoor lifestyle by delivering innovation, quality and value in our products and services.

I hope you share my excitement and enthusiasm for our refreshed logo.

Thank you.

Sincerely,

Tommy MillnerPresident and Chief Executive Offi cerCabela’s

O UC OCabela’s Corporate Identity History | 1.2

The 60s The 70s and 80s The 90s and 00s The next generation

The evolution of Cabela’s logo

Since its founding in 1961, Cabela’s has grown and evolved. Cabela’s famous script logo, introduced early in the company’s history, has evolved over the years as well, while remaining true to its heritage. This latest version, a subtle refreshing of the logo, continues the tradition by retaining the familiar look while providing a refreshed, bold appearance.

O UC OFormer/Refreshed Logo Comparison | 1.3

SOFTENED THE HARD EDGE OF THE “C” AND GAVE IT A MORE NATURAL SHAPE.

COMPLETELY REDREW THE LOOPS ON THE “B” AND ”L” TO MATCH THE ANGLE OF THE “C”.

SOFTENED THE SHAPE OF THE APOSTROPHE AND MATCHED THE STYLE OF THE SCRIPT.

OPENED THE COUNTERSHAPES ON THE “A’S” ALLOWING BETTER LEGIBILITY AT ALL SIZES.

REDREW THE “E” TO CREATE A NATURALLY FLOWING SHAPE AND IMPROVE LEGIBILITY.

SOFTENED THE EDGE ON THE STEM OF THE “A” TO MAINTAIN THE FLOW OF THE SCRIPT.

REDREW THE “S” TO MATCH THE SCRIPT STYLISTICALLY AND ELIMINATE THE SWASH TERMINAL AND ADDED A CRAFTED CUT.

SHORTENED THE OVERALL LENGTH OF THE SCRIPT IMPROVING THE RELATIONSHIPS BETWEEN LETTERS AND THE SOLIDITY OF THE SCRIPT.

Softened the hard edge of the “C” and gave it a more natural shape.

Opened the countershapeson the “As” allowing betterlegibility at all sizes.

Redrew the “E” to create anaturally fl owing shape and improve legibility.

Softened the edge on the stemof the “A” to maintain the fl owof the script.

Redrew the “S” to match the script stylistically and eliminate the swash terminal and added a crafted cut.

Completely redrew the loops on the “B” and “L” to match the angle of the “C”.

Softened the shape of the apostrophe and matched the style of the script.

Shortened the overall length of the script improving the relationships between letters and the solidity of the script.

OGOPrimary Logo Use | 2.1

1 | Preferred use of the primary mark is the 1-color application without the WFO tag. A dark background is critical to provide contrast and proper legibility.

2 | Alternative use of the primary mark is the 2-color application on a light background without the WFO tag. The subtle drop shadow provides contrast and proper legibility.

OGOPrimary Logo Use (Canada) | 2.2

1 | Preferred use of the primary Cabela’s Canada mark is the 2-color application without the WFO tag. A dark background is critical to provide contrast and proper legibility.

2 | Alternative use of the primary Cabela’s Canada mark is the 3-color application on a light background without the WFO tag. The subtle drop shadow provides contrast and proper legibility.

OGOSecondary Logo Use | 2.3

1 | The WFO tag is an acceptable use in properties where Cabela’s brand name is not well known, but still serves as a secondary use to the Cabela’s script logo on 2.1. The WFO tag is meant as a descriptor of who we are. The preferred use of this mark is the 1-color application on a dark background for proper legibility.

2 | The WFO tag is an acceptable use in properties where Cabela’s brand name is not well know, but still serves as a secondary use to the Cabela’s script logo on 2.1. The WFO tag is meant as a descriptor of who we are. The alternative use of this mark is the 2-color application on a light background.

OGOSecondary Logo Use (Canada) | 2.4

1 | The WFO tag is an acceptable use in properties where Cabela’s Canada brand name is not well known, but still serves as a secondary use to the Cabela’s Canada script logo on 2.2. The WFO tag is meant as a descriptor of who we are. The preferred use of this mark is the 2-color application on a dark background for proper legibility.

2 | The WFO tag is an acceptable use in properties where Cabela’s Canada brand name is not well known, but still serves as a secondary use to the Cabela’s Canada script logo on 2.2. The WFO tag is meant as a descriptor of who we are. The alternative use of this mark is the 3-color application on a light background.

OGOBlack-and-White Logo Use | 2.5

1 | This is the preferred use of the primary mark for black-and-white applications.

3 | This is the preferred use of the secondary mark for black-and-white applications.

2 | This is the alternative use of the primary mark for black-and-white applications.

4 | This is the alternative use of the secondary mark for black-and-white applications.

OGOBlack-and-White Logo Use (Canada) | 2.6

1 | This is the preferred use of the primary mark for black-and-white Cabela’s Canada applications.

3 | This is the preferred use of the secondary mark for black-and-white Cabela’s Canada applications.

2 | This is the alternative use of the primary mark for black-and-white Cabela’s Canada applications.

4 | This is the alternative use of the secondary mark for black-and-white Cabela’s Canada applications.

Acceptable Logo Uses | 2.7

1 | These are the eight approved uses of the Cabela’s logo. Please refer to the specifi cations on 2.1, 2.3 and 2.5 for individual use.

2 | Any uses that do not comply with these eight uses must be approved by a representative in brand management department.

3 | The background colors shown below are for example only. They are not suggesting that the logo must be used on these colors. Examples on 2.1 through 6.2 explain this.

Acceptable Logo Uses (Canada) | 2.8

1 | These are the eight approved uses of the Cabela’s Canada logo. Please refer to the specifi cations on 2.2, 2.4 and 2.6 for individual use.

2 | Any uses that do not comply with these eight uses must be approved by a representative in brand management department.

3 | The background colors shown below are for example only. They are not suggesting that the logo must be used on these colors. Examples on 2.1 through 6.2 explain this.

OGOPrimary Color Use | 2.9

1 | The primary colors for the Cabela’s logo are PMS 7406 and PMS Black 7.2 | The only color difference on the Cabela’s Canada logo is the red for the maple leaf which is outlined to the right.

CABELA’S YELLOWC-0 M-20 Y-100 K-0

CABELA’S BLACK C-0 M-0 Y-15 K-82

CANADA RED C-12 M-100 Y-91 K-3

R-207 G-16 B-45PMS-186

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R-255 G-203 B-5 R-54 G-53 B-52

WHITE C-0 M-0 Y-0 K-0 R-255 G-255 B-255.

BLACK C-0 M-0 Y-0 K-100 R-0 G-0 B-0.

OGOLogo Spacing and Size Restrictions | 2.10

1 | We’ve defi ned an exclusion zone that prevents other graphic elements from interfering with the primary Cabela’s logo.

2 | We’ve defi ned an exclusion zone that prevents other graphic elements from interfering with the secondary Cabela’s logo.

5 | The Cabela’s WFO logo should never be too small to read. We’ve set a 1-inch minimum size to the secondary Cabela’s logo.

3 | The Cabela’s logo should never be too small to read. We’ve set a ¾-inch minimum size to the primary Cabela’s logo.

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4 | The Cabela’s Canada logo should never be too small to read. We’ve set a 7/8-inch minimum size to the primary Cabela’s Canada logo.

7/8-inch min. size 1-inch min. size

OGOLogo Positioning | 2.11

1 | Always follow the exclusion zone rule when positioning the Cabela’s logo around the edges of a page or when combining it with other graphic elements.

The logo does not have to live in corners or along edges in every instance, but care must be taken to create balanced and considered compositions.

OGOLogo Use on Photography | 2.12

2 | Lighter area’s of the image allow for the alternative use of the primary logo. Always try to choose an area of the photo where contrast is greatest. Adjustments can be made to the photo to increase legibility.

3 | Do not use either of the preferred or alternative use logos on a background with high-contrast light and dark areas.

1 | Darker areas of the image allow for the preferred use of the primary

logo. Always try to choose an area of the photo where contrast is greatest.

Adjustments can be made to the photo to increase legibility.

OGOExpired Logos | 2.13

1 | These logos have expired. They should no longer be used for any materials. Please refer to 2.7 and 2.8 for the current logo use.

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OGOLogo Don’ts | 2.14

1 | Don’t skew or distort the logos proportions.

2 | Don’t rotate the logo.

3 | Don’t change the color of the logo.

4 | Don’t apply any effects to the logo.

5 | Don’t use the drop shadow version on a dark background.

6 | Don’t use the logo as part of a sentence or phrase.

7 | Don’t alter the proportions or spacing of the WFO.

8 | Don’t use the “C” from the script as a stand alone symbol.

9 | Don’t alter color of the maple leaf on the Cabela’s Canada logo.

10 | Don’t add graphic elements to the logo.

11 | Don’t add another logo within the exclusion zone.

12 | Don’t adjust the width or the color of the drop shadow.

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National Print Advertising | 3.1

1 | These examples display how the primary script logo should be treated on national print advertising.

2 | These take into consideration the photo use outlined on 2.12 as well as the positioning outlined on 2.11.

3 | All national print ads should utilize the primary/preferred use shown on 2.1.

Let’s face it, hunting isn’t just something you do. It’s who you are. At Cabela’s, we feel the same way.

That’s why it’s in our nature to support you with thousands of experts, more than 50 years of

experience and every last bit of expertise, so you can treasure this passion for the rest of your days.

CABELAS.COM | 1.800.237.4444

Proud partner of

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Catalog Front Covers | 3.2

1 | These examples display how the primary script logo should be treated on catalog front covers.

2 | These take into consideration the photo use outlined on 2.12 as well as the positioning outlined on 2.11.

3 | Catalog covers will utilize both primary and secondary uses of the logo as shown on 2.1 and 2.3.

Catalog Product Page | 3.3

1 | These examples display how the primary script logo should be treated on catalog product pages.

2 | The example on the left shows the primary/alternative use outlined on 2.1 along with spacing and size restrictions outlined on 2.10.

3 | The example on the right shows both the primary uses as outlined on 2.1 and photo use on 2.12.

Catalog Introduction Spreads | 3.4

1 | These examples present how the primary script logo should be treated on catalog introduction spreads. These examples are very similar to the print ads

on 3.1, but extend further to illustrate how the brand moments can live simultaneously with tactical messaging.

2 | These logo uses have taken into consideration the photo use outlined on 2.12 as well as the positioning outlined on 2.11. Catalog intros will utilize both

primary and secondary uses of the logo as shown on 2.1 and 2.3.

Direct Mail Postcards | 3.5

1 | These examples display how the primary script logo should be treated on direct-mail postcards.

2 | These logo uses have taken into consideration the photo use outlined on 2.12 as well as the preferred/alternative use outlined on 2.1.

3 | Please note, the preferred logo use is applied to the dark backgrounds (Great Gear Sale - Front and Memorial Day Sale - Back) while the alternative logo use is applied to the light backgrounds (Memorial Day Sale - Front and Great Gear Sale - Back).

Retail FSIs | 3.6

1 | These examples present how the primary script logo should be treated on retail free-standing inserts (FSIs).

2 | The example on the left shows the primary/preferred use as outlined on 2.1 along with photo use outlined on 2.12.

3 | The example on the right shows the primary/alternative use outlined on 2.1 along with spacing and size restrictions outlined on 2.10.

G /SOCCabelas.com Homepage | 4.1

1 | This example presents how the secondary script logo should be treated on the homepage of our website.

2 | This example has taken into consideration the use outlined on 2.3 as well as the positioning outlined on 2.11.

3 | The logo on the top bar of the homepage should always utilize the secondary-use logo as outlined on 2.3.

G /SOCE-mail | 4.2

1 | These examples present how the primary script logo should be treated on e-mail campaigns.

2 | This example has taken into consideration the use outlined on 2.1 as well as the positioning outlined on 2.11.

3 | The logo on the top bar of the e-mail should always utilize the primary-use logo as outlined on 2.1.

G /SOCFacebook and Twitter | 4.3

1 | These examples present how the secondary script logo should be treated on our social properties.

2 | The logo in the descriptor box should always utilize the secondary- use logo as outlined on 2.3.

3 | The background color for the logo box on social media should be Cabela’s black PMS 7 (oulined on 2.9).

C O SStore Front | 5.1

1 | This example shows how the secondary script logo should be treated on the front of our stores.

2 | This example has taken into consideration the use outlined on 2.3.

3 | The logo on the store front should always utilize the secondary-use logo as outlined on 2.3.

C O SRoadside Entrance Sign | 5.2

1 | This example shows how the secondary script logo should be treated on roadside entrance signs.

2 | This example has taken into consideration the use outlined on 2.3.

3 | The logo on roadside entrance signs should always utilize the secondary-use logo as outlined on 2.3.

C O SOutdoor/Billboards | 5.3

1 | This example presents how the secondary script logo should be treated on billboards.

2 | This example has taken into consideration the use outlined on 2.3.

3 | It is recommended that the secondary use outlined on 2.3 be utilized for all billboard applications.

C O SGrand Opening Package | 5.4

1 | This example shows how the primary script logo should be treated on grand-opening materials.

2 | This example has taken into consideration the use outlined on 2.1.

3 | For grand-opening materials it is recommended that the primary use, outlined on 2.1, be utilized on a green background to coincide with aesthetics of the store

C SSoftgoods Application | 6.1

1 | These examples show how the logo should be treated on softgoods branded merchandise.

2 | Logo uses on the outer shell should utilize the primary use outlined on 2.1, while the use on neck labels should utilize the secondary use outlined on 2.3.

3 | The registration mark is not recommended on outer shell uses because most manufacturers cannot hold the mark at the specifi ed size on 2.1 (shown on expired use examples).

4 | There are exceptions to the color specifi cations for softgoods branded merchandise. As you can see on the men’s jacket, tonal uses of the primary logo are acceptable. Furthermore, the logo can be colorized to match accent colors on the garment.

5 | There will be no color exceptions on hang tags. They will require use outlined on 2.1 or 2.3.

Expired Logo with ® mark

Expired Logo with ® mark

Refreshed Logo w/o ® mark

Refreshed Logo w/o ® mark

Refreshed Logo with ® mark

C SHardgoods Application | 6.2

1 | These examples show how the logo should be treated on hardgoods branded merchandise.

2 | The logo uses on the physical product should utilize the primary use outlined on 2.1. The secondary use outlined on 2.3 is also an option, but manufacture-limitations could impact the WFO tag, in which case the primary-use logo would be required.

3 | The registration mark is not recommended on product uses as most manufacturers cannot hold the mark at the specifi ed size on 2.1 (shown on expired use examples).

4 | There are fewer exceptions to the color specifi cations for hardgoods branded merchandise. As you can see on the examples, the primary logo is recommended in the brand color outlined on 2.9. Tonal uses of the primary logo are acceptable as well.

5 | There will be no color exceptions on packaging for hardgoods products. They will require use outlined on 2.1 or 2.3.

Current use of unrecommended logo

Current use with expired logo

OUG S

If you have doubts about proper logo usage, please refer this document. If you still have questions, please contact the Marketing and Brand Management Department.

We don’t ask for much, just a little love and respect for our brand. We believe this is a reasonably fl exible system that allows creativity, so give it your best shot. And make us proud.

A different view.The Cabela’s Corporate Identity & Brand Standards can also be viewed online.Please visit cabelas.com/mediacenter