Klättermusen

Visual

---
bcp_version: "1.1.1"
file_type: visual
parent: https://registry.brandcontextprotocol.dev/klattermusen-3cd91acf/.well-known/brand.md
last_updated: 2026-10-07
---

# Visual guidance

> **Source.** The rules below come from Klättermusen's internal Visual Guidelines (cover marked 2024.09.04 Version 01, inner page marked 2024.02.28 Version 04) and the supplied Logotype and Fonts packs. Section numbers refer to that document. Values marked *computed* or *inferred* were derived by Encoded and are not stated in the guidelines. Klättermusen has not reviewed this file.

## Source gaps (disclosed)

- The guidelines were read as extracted PDF text, and the page artwork was not rendered. Wherever the text was jumbled, this file says so and does not guess.
- **Futura Mouse** is named but not supplied. Do not set plain Futura and call it Futura Mouse.
- No photography, illustrations, icons, or information graphics were supplied. Illustrations are released by the marketing team only (4.1). The icon library is marked as a work in progress (5).
- The rational (secondary) brand message lock-up has its own ligature (8.2). Its artwork and exact wording were not supplied.
- The safe-zone diagram (1.4) shows "X ½". The definition of X did not come through in the extracted text.

## Logotype and symbol (1.1–1.8)

```yaml
logotype:
  construction: "Symbol (a stylized mouse head: a triangle with one round eye) plus the wordmark 'Klättermusen' in custom display letterforms."
  rules:
    - "Use the whole logotype whenever possible. The symbol can stand alone. The wordmark can never be used alone. (1.1)"
    - "Primary colorways: blue/black and blue/white. In both, the symbol is Klättermusen Blue. (1.1)"
    - "Never skew, rotate, or angle the symbol. (1.2)"
    - "Secondary logotype (the symbol with the wordmark running along its lower edge) is used only when the primary does not fit, for example in a square or circular format, and the symbol alone is not enough. (1.3)"
    - "Monochrome versions (black, or white negative) are for busy backgrounds or photos, when the primary colorways do not work. (1.5)"
    - "Never typeset 'Klättermusen' in Rotis or any other font as a stand-in for the logotype."
  symbol_uses: ["original shape", "brand shape: scaled up in a tinted color, for dynamic layouts without images", "pattern (for example inside a booklet cover)", "mask to show detail in imagery"]
  symbol_in_shape: "Centered without optical adjustment, for example in an app icon. (1.2)"
  safe_zone: "Keep as much clear space as possible. The diagram marks a minimum of X ½ on each side. X is not defined in the extracted text. Use at least half the symbol height until Klättermusen confirms. (1.4, inferred minimum)"
  positioning_primary: "Center the logotype when possible. For horizontal optical centering, split it at the first 'e' of the wordmark. On portrait formats, align the symbol with the vertical center. On landscape formats, align the wordmark baseline with the vertical center. (1.6)"
  positioning_secondary: "Left-aligned, or as an endorsement in the bottom right. (1.7)"
  margins: "At least one symbol height, horizontally and vertically. Margins can be doubled (two symbols). (1.8)"
files:
  source: "Client Logotype.zip, supplied 2026-10-07. Not public. Encoded must not republish these binaries without client approval."
  primary:
    - file: "Klättermusen Primary Logotype Positive RGB.png / .ai"
      look: "Blue symbol, black wordmark. For white or light backgrounds."
      pixels: "9009 x 1750, transparent (aspect 5.15 : 1)"
    - file: "Klättermusen Primary Logotype Negative RGB.png / .ai"
      look: "Blue symbol, white wordmark. For black or dark backgrounds."
      pixels: "9009 x 1750, transparent"
  secondary_colourways:
    - "Klättermusen Primary Logotype Black RGB (all black)"
    - "Klättermusen Primary Logotype White RGB (all white)"
    - "Klättermusen Secondary Logotype Black RGB / White RGB (1661 x 1750)"
  secondary:
    - "Klättermusen Secondary Logotype Positive RGB (blue symbol, black wordmark, 1661 x 1750)"
    - "Klättermusen Secondary Logotype Negative RGB (blue symbol, white wordmark, 1661 x 1750)"
  zip_note: "Filenames in the zip are stored with a decomposed 'ä' and display as 'Kla╠êttermusen' in some unzip tools. They are the same files."
```

If a self-contained deliverable cannot carry the supplied file, use the inline SVG from the klattermusen.com header (viewBox 0 0 288 56; one path that inherits currentColor). That SVG is the full logotype on a single fill, which matches the monochrome colorway. Do not redraw it.

## Color (2.1–2.3)

The values are exact as given in the guidelines (2.1). The tints are *computed* as 70% and 30% mixes with white. The guidelines name these tints but do not give hex values for them.

```yaml
palette:
  primary:
    - name: "Klättermusen Blue"
      hex: "#00B1F8"
      rgb: "0 177 248"
      cmyk: "67 15 0 0"
      pms: "298U"
      tint_70: "#4DC8FA"
      tint_30: "#B2E8FD"
    - name: "Klättermusen Yellow"
      hex: "#FFE691"
      rgb: "255 230 145"
      cmyk: "1 7 52 0"
      pms: "127U"
      tint_70: "#FFEEB2"
      tint_30: "#FFF8DE"
    - name: "Klättermusen Burnt Russet"
      hex: "#8C1438"
      rgb: "140 20 56"
      cmyk: "30 100 68 28"
      pms: "704U"
      tint_70: "#AE5B74"
      tint_30: "#DCB8C3"
  secondary:
    - name: "Klättermusen Silver"
      hex: "#A7A9AC"
      rgb: "167 169 172"
      cmyk: "0 0 0 40"
      tint_70: "#C1C3C5"
      tint_30: "#E5E5E6"
    - name: "Klättermusen Heritage Citronell"
      hex: "#CDDC32"
      rgb: "205 220 50"
      cmyk: "28 0 87 0"
      pms: "388U"
      tint_70: "#DCE670"
      tint_30: "#F0F4C2"
    - name: "Klättermusen Heritage Purple"
      hex: "#823CC8"
      rgb: "130 60 200"
      cmyk: "72 80 0 0"
      pms: "Violet U"
      tint_70: "#A877D8"
      tint_30: "#DAC4EE"
  neutrals: ["#FFFFFF (white)", "gray: use Silver or its tints", "#000000 (black, for text; see Retail)"]
hierarchy_60_30_10:
  "60%": "a neutral: white or gray"
  "30%": "a primary: Klättermusen Blue or Klättermusen Yellow"
  "10%": "an accent: Burnt Russet, Heritage Citronell, or Heritage Purple"
  note: "The guidelines call this an approximate overall hierarchy (2.3). Tints are complements, used for backgrounds and for variation in illustration or web."
combinations_readable_from_text:
  pairs:
    - "Klättermusen Blue base with white accent."
    - "Klättermusen Blue base with Klättermusen Yellow accent."
    - "Burnt Russet base with white accent. Burnt Russet can also sit on a white background."
    - "Heritage Citronell base with white accent; Citronell base with Heritage Purple accent; Purple base with Citronell accent."
    - "Heritage Citronell and Heritage Purple can sit on white and on Silver."
  caveat: "The combination page (2.2) was extracted out of order. Pairings beyond the five above are not encoded."
contrast_computed_wcag:
  - "Black on Blue 8.6:1 passes. White on Blue 2.4:1 fails for text. Use white on Blue only for the logotype, a large display word, or a graphic shape. Never use it for body copy."
  - "Black on Yellow 17:1 passes. White on Yellow fails. Use black text on Yellow."
  - "White on Burnt Russet 9.2:1 passes. Black on Burnt Russet fails."
  - "White on Heritage Purple 6.1:1 passes for body text."
  - "Black on Citronell 13.9:1 passes. Black on Silver 8.9:1 passes."
```

Do not take colors from product names such as Raven, Burnt Lava, or Mineral Blue. Those are commerce colorways, not brand tokens. The live site still uses mostly black, white, and #F2F2F2 in its interface. That reflects the retail "premium" treatment and is not a different palette.

## Typography (3.1–3.3)

```yaml
typefaces:
  headline:
    family: "Rotis SemiSans Pro"
    supplied: ["RotisSemiSansPro-Light.otf (300)", "RotisSemiSansPro_Regular.otf (400)", "RotisSemiSansPro-Bold.otf (700)"]
    version: "1.100, Monotype Imaging"
    use: "Headlines and subheads, Bold or Regular. Optical kerning. Leading 100% when the line has descenders, 90% when it has none. Tracking -15 (about -0.015em). Centered or left-aligned."
  body:
    family: "Rotis II Sans Pro"
    supplied: ["RotisIISansPro-Light.otf (300)", "RotisIISansPro-Regular.otf (400)", "RotisIISansPro-SemiBold.otf (500)", "RotisIISansPro-Bold.otf (700)"]
    version: "1.000, Monotype Imaging"
    use: "Body copy in Regular. Leading 120-130% depending on length. Tracking 0. Emphasize with bold. Also used for icon labels."
  small_caps_label:
    family: "Rotis II Sans Pro SemiBold"
    use: "Small all-caps body text. Leading 160%. Tracking 200 (about 0.2em). Centered or left-aligned."
  secondary_display:
    family: "Futura Mouse"
    status: "NOT SUPPLIED"
    use: "Based on the customized Futura of the 1993 logotype. Headlines and subheads only, when a layout needs more character, for example ARCHIVE SALE, a city name, or a discount code. Shown in capitals. Leading 100%. Tracking 25."
    rule: "Without the file, leave Futura Mouse out. Do not substitute Futura, Jost, or another geometric sans and give it this name."
scale_ratios: "Subhead is about 1/2 of the headline size. Body is about 1/3. Small caps body is about 1/4. (3.2)"
language_coverage: "Every supplied file covers Swedish and German characters: å ä ö Å Ä Ö ü Ü ß €."
license:
  copyright: "Monotype Imaging Inc. Each file carries a NOTIFICATION OF LICENSE AGREEMENT."
  os2_fsType: 4
  meaning: "Preview and Print embedding: documents may embed the font for viewing and printing only."
  rule: "Do not embed, base64, host, or redistribute the supplied OTFs in a public artifact until Klättermusen confirms its Monotype license covers that use."
web_fallback:
  stack_headline: "'Rotis SemiSans Pro', 'Rotis', 'Assistant', 'Helvetica Neue', Arial, sans-serif"
  stack_body: "'Rotis II Sans Pro', 'Assistant', 'Helvetica Neue', Arial, sans-serif"
  note: "klattermusen.com serves its own Rotis-Semi-Sans-Regular.woff2 and Assistant (observed 5 October 2026). Hotlinking those files is not a license to use them."
```

## Brand categories (7)

Choose one category per piece. The categories are not meant to be mixed.

```yaml
categories:
  core: "Standard Klättermusen. Standard logotype, with or without the Crafted for Life lock-up, often with an in-activity photo. Examples: standard print and digital ads, Kendal Mountain Festival material."
  heritage: "The brand's heritage look: illustrations, heritage colors (Citronell, Purple), or photos. Examples: pop-up material, a beer can, Paris fashion week."
  premium: "Images in a white frame with no text on the photo, often with the Crafted for Life lock-up. Confidence and minimalism, not luxury. Examples: the London store, the ADP print ad."
  expressive: "Bold, other fonts, new forms, the symbol pattern. Only for standing out. Never for everyday communication. Examples: London stickers, a fanzine."
default_for_b2b_and_retail_documents: "Core or Premium. Retail areas belong to Premium (9). This default is Encoded's inference for sales material; the guidelines do not cover sales decks."
```

## Brand messaging hierarchy (8)

```yaml
messages:
  main_emotional:
    text: "Crafted for Life"
    rule: "Always connected to the primary logotype and always top of the hierarchy. Use logo + Crafted for Life as often as possible in campaigns, print, events, and retail. Exceptions: tight space, or when another message must lead, such as in digital ads. (8.1)"
  secondary_rational:
    text: "Not legible in the extracted text. The guideline print ad shows 'The world's most refined mountaineering equipment. Klättermusen est. 1975.' This is the likeliest wording, but it is inferred, not confirmed."
    rule: "Explains what Klättermusen does and offers. Always stands on its own, lower in the hierarchy and visually lower. Has its own ligature lock-up. (8.2)"
  third_complement:
    text: "Maximum Safety for You / Minimum Impact on Nature"
    rule: "A link to the past, used as backup when the first two messages do not fit. Set with the headline type settings. (8.3)"
```

## Layout rules from applications (9–12)

- **Retail (9):** Premium category. Photos stand alone. Text is black on white. Bags and other printed material are sober and minimal. Small giveaways, such as stickers, may use the Expressive category.
- **Paid social (10):** Always show the primary logotype, with short, clearly visible text. In motion ads, the logotype is centered at 50% of the artboard and appears within the first 3-6 seconds. The example headline is "Discover the New Winter Collection".
- **Core print ads (11):** The logotype is always 70 mm wide, centered or top-centered depending on the image. The brand message is 12 pt and the URL is 10 pt bold for hand-held print. Extra copy goes top-centered.
- **Events (12):** State who Klättermusen is and why it is there. Booth prints need a minimum of 150 effective ppi, ideally 300. Do not overuse imagery: one wall can be typography and graphics only. Keep text at eye level. Example lines: "Testing Booth / Try on and borrow our product", "Join Our Community".

## Imagery (6)

The guidelines define four photo categories: Model (studio, on a person), Mannequin (product only), Campaign/In Activity (product in use), and Creative (studio, for example a flatlay). They also define four motion categories: In Activity, Still Imagery Based, Creative Motion, and Typography/Graphic based. No images were supplied. When a brief says no photography, use the Typography/Graphic approach and the symbol as a tinted brand shape (1.2). Do not use stock mountain photos or AI-generated product images.

## Applying this to a slide or screen (Encoded inference)

The guidelines contain no slide template. Derive slides from the rules above:

1. Use a white or Silver 30% field for about 60% of the area, Blue or Yellow for about 30%, and a single accent for about 10%.
2. Use the Positive primary logotype on white or Yellow, and the Negative primary logotype on black. On a Blue field, use the monochrome Black or White logotype.
3. Set headlines in Rotis SemiSans Pro Bold at -0.015em, with subheads at about half the headline size. Set body in Rotis II Sans Pro Regular at a line height of 1.25, and labels in Rotis II Sans Pro SemiBold caps at 0.2em.
4. Use the symbol scaled up in a 30% tint as a background shape. Never skew or rotate it.
5. Keep margins of at least one symbol height. Text is black on light fields.