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Brand guidelines

Brand

We're on a journey to modernize our brand and challenge the conventions that exist in the outdoor space. So we continue to evolve the creative expression of our brand and our story. And while we always honor our great brand heritage, we do so within the context of a thoroughly contemporary design system that is authentic and approachable. From color palette to composition and beyond, our brand expression reveals unexpected moments of joy that brings the simple power of being outside closer to every consumer.

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Discover

So, who
are we?

Let’s start with a few adjectives
(even though we believe in using them sparingly).

  • Relatable
  • Welcoming
  • Encouraging
  • Authentic
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  1. 01

    We are Relatable

    We connect with people on the trail and off.

  2. 02

    We are Welcoming

    We want more people to feel they belong outside.

  3. 03

    We are Encouraging

    We support any and every effort to get outdoors more.

  4. 04

    We are Authentic

    We lead through innovation and purpose.

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Simply put, Merrell is here to get more people outside together.

For a walk or a hike. Across a mountain or a playground. For over 40 years, we have delivered performance, comfort and fit that help make the most of every minute outside. And we believe in an outdoors that is more equitable and inclusive. So, we welcome one and all to join us as we find joy outside together.

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Our Purpose

What do
we believe?

Sharing the simple power of being outside with everyone.

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It’s just nine words but as you might expect, we chose them pretty carefully.
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  • Sharing

    The outdoors is a communal experience that should be inclusive and inviting. So grab a buddy.

  • the simple

    Enjoying the outside isn’t (and shouldn’t be) complicated. We believe in making the outdoors more accessible and attainable for all.

  • power

    We believe stepping outside is a powerful and transformative act. It restores body, mind and soul. So repeat when necessary.

  • of being outside

    We celebrate all who bring their whole selves to the outdoors. This should be the place where we can all be authentic and free of judgment.

  • with everyone.

    No matter who you are, where you came from, who you love or how you move—everyone should be welcome in the outdoors and wherever life takes us.

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Our Consumers

Who are we
talking to?

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Everyone—kind of.

We call them ‘The Experience Seeker.’ Half are men. Half are women. Half have kids. Half don’t. All are united by a connection to being outside. Together, whenever possible.

Here are some finer points to consider when we think about ‘The Experience Seeker’:

  • They’re confident in their own skin, and when navigating the outdoors.

    But, you know, not arrogant.

  • They’re well-rounded.

    The outside is part of who they are, but it’s not who they are. They’re committed to personal growth. Life isn’t a race, it’s a journey toward becoming one’s very best self.

  • They're committed to personal growth.

    Life isn’t a race, it’s a journey toward becoming one’s very best self.

  • They're involved in the community.

    They believe in the power of equity, inclusivity and accessibility. Especially when it comes to being outside.

  • They’re secure in their decisions.

    They’re not looking for a standing ovation, as long as they’re happy with the choices they make.

  • They dress with intention.

    They know that personal style, performance, comfort fit and durability are not mutually exclusive. The proof is in their closet.

Brand bottom

Knowing who our customer is helps us meet them where they are so we can talk with them, talk like them and never, ever talk at them.