We have put a whole lot of effort into our product identity. Everything to build a coherent look of high quality – suitable for a leader and worthy of our partner brands. How our safety systems look and feel influences not only how people perceive our brand but also the brands of our partners. This is why the Mips product and brand identity is designed to align and enhance the users helmet brand experience. We have put a huge amount of effort into our product identity and below you will find insight into our thinking and process.
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Our design identity is divided into four areas, from the outside style to the smartness hidden inside.
How to work with branding on the outside and inside of the helmet
The Mips logo, nicknamed the Yellow Dot, is our most recognized brand asset. It is placed on the outside of the helmet and brings a feeling of added safety to the user. Three different types of logotypes are used, the Main, Outlined, and Metal rivet logotype.
Scroll down to learn more about the different Mips on-helmet logos.
The Yellow Dot on the outside of the helmet is the Mips seal of approval, but the inside branding is just as important. After all, Mips is an inside brand. The branding element is humble and optimized for space usage, while trying to blend in and stand out at the same time.
We use three versions of graphics for inside branding. The Family Graphic guides the consumer on what type of Mips safety system there is in the helmet. The Side Information Label communicates all necessary information such as, do not remove, size and serial number in one dedicated area. And finally we offer the option to use an Equipped with logo either as a sewed on textile label or as heat printed on the comfort liner. This logo is only used if the Family graphic is not visible on the Low Friction Layer.
We use different color versions of the graphics to ensure they stand out and can be easily seen in the best way.
For necessary information such as, serialnumber, Do not remove Mips system and helmet model, a Side information label is used(SIL). It gathers all information that needs to be on the Low Friction Layer in one space.
There are two different versions of Side Information Labels, depending on the color of the Low Friction Layer.
For our padding solutions we use a heat transfer SIL, that informs the user about the helmet model.
The Mips logo position is key to achieve the best visibility and to keep consistency for the consumer when recognizing a helmet with a Mips safety system. Our goal is to always achieve the same logo placement. However, we understand that in some cases due to different helmet geometries and other design constrains the optimum logo placement is not possible. For these cases we have alternative logo placement guidelines
FAMILY GRAPHIC
SIDE INFORMATION LABEL
ON-HELMET LOGO
This section describes how Mips works with color, materials and finishes in the design of our products.
The Mips Low Friction Layer can either be glossy or matt, or Mips yellow to stand out and highlight the presence of a Mips safety system.
Comfort is key for safety. If helmets aren´t comfortable fewer people use them. Here’s how Mips works to create comfort for your head.
The shapes are soft but defined to the touch. We round off edges and where possible we thicken the edge to increase the feeling of sturdiness.
Materials are textured to create a tactile experience and to achieve a premium look and feel.
Our padding of functionally sourced material, adds tactile variation and completes the comfort area. The padding is the touch-point so extra attention to soft shapes is really key.
This element intends to create guidance of visual structure and balance during the development of new products.
When we create a new design we always adapt it to the helmet it belongs to. Naturally we make sure to cover the contact areas, but when sculpting the LFL, we analyze the exterior design of the helmet and ensure our design considers the outer expression and style.
To do this we use a defined series of design principles and elements intended to improve the perception of structural strength in the product, and to create a look of added safety.
The section describes the many type of fixations that hold the Mips solution in place while also allowing them to slide in an accident scenario.
These components and their function are enhanced with a technical and sophisticated design expression. The colors are a contrasting use of black and yellow, combined with small graphical elements such as arrows and typography.
