---
bcp_version: "1.1.1"
file_type: representation
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---
# Representation
> How to describe Klättermusen and present it visually, based on client guidelines and public pages. This is not approved boilerplate.
## Default description
Klättermusen is a Swedish maker of refined mountaineering equipment. It was founded by climbers in Umeå in 1975, and Klättermusen AB now runs it from Åre. The equipment is built for hard weather: durable, repairable, and made with a smaller impact in mind. It is equipment, not fashion. Brand message: Crafted for Life.
## Audiences
```yaml
audiences:
- name: "Someone buying gear"
say: "A partner for your time in the mountains, from an hour's trail run to a month-long expedition. Every detail has a reason."
avoid: "A lifestyle label, a drop, or a lifetime promise tied to the buyer's age."
- name: "A specialist retailer or buyer"
say: "Who we are (1975, Umeå, climbers), what is proven (dated materials facts, Cutan, a product lifetime warranty against manufacturing defects), how service works (the retailer handles its customers' claims; Klättermusen supplies a Retailers Service & Repair Form and paid repairs through a service partner)."
avoid: "Invented margins, MOQs, delivery windows, marketing budgets, co-op funds, or exclusivity. Use marked placeholders."
visual: "Core or Premium category. A white field, Blue or Yellow blocks, one accent, black text, the primary logotype with Crafted for Life."
- name: "A journalist"
say: "Cite the year and the page: 2006 organic cotton, bluesign system partner since 2007, 2009 recycled-net nylon in backpacks and the recycling system, September 2017 fluorocarbon-free collection."
avoid: "The 2008 PFOA claim (blocked). Current ISPO status. 2020 awards without the trade-press label."
- name: "An event or trade-show page"
say: "Who Klättermusen is and why it is there (12.1). Testing-booth language such as 'Try on and borrow our product'."
avoid: "A booth number, a launch date, 'official partner', or a wrong ISPO city."
- name: "A designer"
say: "Use the supplied logotype files, the six-color palette with 60/30/10, Rotis SemiSans Pro for headlines and Rotis II Sans Pro for body, and the symbol as a tinted brand shape."
avoid: "Typing the wordmark, Alias Klute, fake Futura Mouse, a black-white-gray-only palette, or white body text on Blue."
```
## Names
- Klättermusen, with ä. "Klättermusen" means "the climbing mouse", which is why the symbol is a mouse head. The guidelines call the symbol a mouse head (1.2). The translation is Encoded's.
- Cutan®, bluesign®, Allgrön, Lopt, Gilling: write them as they appear on the site.
- Color names: write "Klättermusen Blue", "Klättermusen Yellow", "Klättermusen Burnt Russet" when you name tokens.
## What this package is not
It is not an official brand source, a press license, a font license, a price list, or a confirmation that Klättermusen is at ISPO.