brand book_keynote (1)

BRAND BOOK / 2015
ALWAYS
AHEAD

WHAT DOES
LS2 STAND
FOR?
Safety designed with Passion
INSPIRATION
INNOVATION
FREEDOM
5
4

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
7
6

PERSONALITY
We 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.
9
8

DEVELOPMENT
Since 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.
11
10

OBJECTIVES
Together 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.
13
12

WORDS THAT MAKE us different
17
16

YOUNGwe are a young brand with a lot of experience
18
19

AUTHENTICCreative and passionate
21
20

QUALITYEquipments combined with highly precise
technologies to minimize random risks
23
22

SECUREBecause your safety matters in the
event of danger
25
24

TECHNOLOGY
To create resistant and yet incredibly light helmets
27
26

DESIGN
We cover a wide spectrum of styles from classic,
retro and sober to modern, colorful and extravagant
products and graphics
29
28

INNOVATION
To offer you calm even in the most noisy road
31
30

OUTSTANDING
Designs using geometric shapes and fluid lines
33
32

PLEASANT
Experiencing freedom with maximum comfort
34
35

PERSONALTaking care of handmade details within the
industrial process
3737
36

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
39
38

LOGOTYPE
R:240
G:0
B:0
R:255
G:255
B:255
C:1
M:95
Y:94
K:0
C:0
M:0
Y:0
K:0
485 C #FFFFFF
RGB RGBCMYK CMYKPANTONE HEX
Colors
Our logotype is our flag
41
40

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)
Ads
Manuals
Catalogues
Letters
Posters
Ads
Displays
Posters
Displays
Banners
160x600 px
300x250 px
728x90 px
We have a logo for every occasion
For print For screen
Website
Newsletters
Banners
300x1050 px
640x480 px
SIZES
43
42

X X/3X/3
X/3
LAYOUT POSITION
Composition 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 be
placed on the top of the page
45
44

When publishing in
a small format.
For videos the logo
must be centered.
47
46

TEXT LAYOUT
Tagline
Model
Helmet
Photo
Social
Networks
WWW.LS2HELMETS.COM
WWW.LS2HELMETS.COM
Always Ahead
In every publication the
social network’s icons
must be visible
49
48

WWW.LS2HELMETS.COM
ARROW R
FF323
*INCLUIDO
Certificado ECE 22.05
Gr 1390 +- 50
talla 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
EXAMPLES
51
50

When using A4 page the text
must lined up with the logotype.
25mm 25mm
20mm
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
30mm
21mm
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 LAYOUT
53
52

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
55
54

ALWAYS
AHEAD
ALWAYS AHEAD ALWAYS AHEAD
ALWAYS
AHEAD
Tipography: Galano Alt Bold A convincing, robust & strong
typography.
White Black
57
56

This hand-made typography
recall a urban view.
White Black
59
58

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.
61
60

Secondary Types: For text body we have chosen Sans Serif &
Serif Front which look great small as big.
Lato
Lora Regular
Thin
Light
Regular
Medium
Semibold
Bold
Heavy
Black
Regular
Bold
Thin
Extra Light
Light
Book
Medium
Semibold
Bold
ULTRALIGHT
LIGHT
MEDIUM
SEMIBOLD
BOLD
Thin Italic
Extra Light Italic
Light Italic
Book Italic
Medium Italic
Semibold Italic
Bold Italic
ULTRALIGHT ITALIC
LIGHT ITALIC
MEDIUM ITALIC
SEMIBOLD ITALIC
BOLD ITALIC
Thin Italic
Light Italic
Italic
Medium Italic
SemiBold Italic
Bold Italic
Heavy Italic
Black Italic
Regular Italic
Bold Italic
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789
ARCHER PRO
GEOGROTESQUE
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789
Extras: For texts that require a certain distinction from the main
visual language we have chosen this types.
63
62

EXAMPLES
Of all types
ERWAN
NIGoN
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 DER
VERLOSUNG TEIL UND
GEWINNE EINEN LS2
FF323 ARROW
65
64

CLASSIC LOGOTYPES
The original LS2 Helmets logotype
67
66

COLORS
R:130 G:130 B:130
C:49 M:38 Y:38 K:19
TITANIUM
R:0 G:0 B:0
C:100 M:100 Y:100 K:100
BLACK
R:255 G:255 B:255
C:0 M:0 Y:0 K:0
WHITE
69
68

COMPOSITION SIZES
The 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
71
70

USAGE
For Light Backgrounds
For Light Backgrounds For Dark Backgrounds
For Dark Backgrounds
Helmets
Merchandising
Short Videos
Posters of Riders
LS2 Riders Website
Helmets Helmets
Helmets
Merchandising
Short Videos
Posters of Riders
LS2 Riders Website
73
72

EXAMPLES
Merchandising > Polo T-shirt Merchandising > LS2 Rider Poster
CR1 CARBON
Of the classic logotypes
ARROW REPLICA
PHOTO BY ALEX FARINELLI
75
74

LOGOTYPE’S PLACEMENT
Indications 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.
77
76

GRAPHIC LANGUAGE
YES NO
Always better with diagonals Never straight lines
Fast
Modern
Contrast
Slow
Classic
Boring
79
78

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
89
88

HELMETS
One photography is not enough
91
90

FACEBOOK
One 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:240
G:0
B:0
C:0
M:100
Y:100
K:0
#E41B16
RGB CMYK HEX
600x600 px
850x315 px
425 px 212.5 px212.5 px
Important Content
93
92

INSTAGRAM
One 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:240
G:0
B:0
C:0
M:100
Y:100
K:0
#E41B16
220x220 px
RGB CMYK HEX
95
94

NAMING & LOGO EXAMPLES
First comes the helmet’s name
Header of the Arrow’s page.
After the helmet’s reference
ARROW C
FF323
97
96

COLOR FAMILY
Each family have its own color
ROAD URBAN MX JUNIOR
R:240 G:6 B:19
C:0 M:100 Y:100 K:0
R:133 G:153 B:172
C:53 M:32 Y:23 K:6
R:67 G:172 B:63
C:73 M:0 Y:95 K:0
R:0 G:138 B:192
C:81 M:32 Y:9 K:1
R:240 G:6 B:19
C:22 M:100 Y:97 K:18
R:62 G:66 B:68
C:69 M:56 Y:52 K:54
R:87 G:88 B:84
C:59 M:48 Y:51 K:43
R:100 G:136 B:31
C:76 M:100 Y:0 K:0
R:233 G:69 B:88
C:0 M:84 Y:54 K:0
R:187 G:199 B:207
C:31 M:16 Y:16 K:1
R:150 G:165 B:146
C:45 M:24 Y:43 K:7
R:7 G:108 B:140
C:87 M:43 Y:29 K:13
99
98

ICONS
With white background With black background
101
100

HOW TO PRESENT
The helmets features.
First Third
Shells &
Material
Comfort
Visor
Security
Ventilation
Second
Fourth
Fifth
103
102

EXAMPLE
Of how to show the features
LS2 WebsiteLS2 Website
105
104

QR CODE
The QR Code can be used in every
communicational media.
We recommend to
use a 18x18mm QR
Code for print Ads.
18x18mm
50x50mm
EXAMPLE
QR Code’s usage
Motorrad Magazine Advert
THE QR Code is
usable for business
cards, packaging and
Ads material.
107
106

Helmet packaging
Visor film
REMOVETHISFILMBEFOREUSE
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
ALWAYS
AHEAD
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.
109
108

Albert Lozano
+34 689 04 24 72
a.lozano@ls2helmets.com
Business card
Helmet’s label
Front sideBack side
111
110

BRANDING
A clear identity comes with a clear message
113
112

MERCHANDISING
LS2 Arrow Display LS2 Riders Poster
Using the new LS2 logotype
115
114

LS2 Helmets Display LS2 Helmets Supporter
LS2 Stickers
Sizes:
Extra Big 102,5 x 17,4 cm
Big 61,7 x 12,1 cm
Medium 20 x 3,7 cm
Small 13 x 2,9 cm
MERCHANDISING
With the old LS2 logotype
117
116

LS2 Lanyard Black & White
LS2 Pen
White & Black
119
118

LABELLING LOGOTYPE
Sleeve Woven Label Embroidery Patch
Stitching
40x25 mm
55x35 mm
Fold Line
No Visible Part
121
120

THE PACKAGING
One style for all packagings
Geometic lines and
corporative colors.
The same style applies
for pinlock’s packaging.
Model FF 320
Stream
Pinlock 100% MAX VISION
MAINTENANCE 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 America
Pinlock USA, Inc.
1319 Military Cutoff Road
Suite CC #166
Wilmington, NC 28405
T +1 910 880 0324
Model FF 323
ARrow
DKS 147
Pinlock USA, Inc.
Suite CC #166
T +1 910 880 0324
PLS2max02
The Pinlock®
CLEANING:
moist cloth.
reassembling them.
Pinlock®
lens (see step 2).
6) Repeat step 3.
lens.
GUARANTEE:
DAYTIME USE ONLY.
Pinlock®
euroPe 0802743 & euroPe 1206200
MADE IN ITALY
Model ff324
METRO
DKS XXX
Pinlock USA, Inc.
Suite CC #166
T +1 910 880 0324
The Pinlock®
CLEANING:
moist cloth.
reassembling them.
Pinlock®
lens (see step 2).
6) Repeat step 3.
lens.
GUARANTEE:
DAYTIME USE ONLY.
Pinlock®
euroPe 0802743 & euroPe 1206200
MADE IN ITALY
PLS2max03
123
122

LOGO LS2 RIDERS
A rebel logotype Gold, the color of champions
R:160 G:124 B:42
C: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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CHROMATIC
A palette of endless possibilities
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LAYOUT
A picture free as a pilot
Without rules, without
standards. A free style
for free pilots.
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