BRAND IDENTITY AND GUIDELINES BRAND BUILDING BLOCKS • 4 EARLY 1970 s Michael Zane was a free-spirited, bearded kid with a VW van and a big idea for a new kind of lock. He traveled thousands of miles showing the unique U-shaped locking device and spreading his passion for bicycle security to bike dealers all around the country. With production assistance from his father, Ernest, and a $1,500 cash investment, Kryptonite Corporation was born in 1972. Not only was a company started, but an entire new industry category, bicycle security, was created. 1977 Kryptonite introduced the Anti-Theft Guarantee on it’s newly developed K-4 U-lock. If a thief steals a bike by defeating our product, we will pay for the bike. This iconic program has set the standard for the Action Sport security category and is copied by many companies. 1980 s The K-4 U-lock revolutionized the industry and was the inspiration for most every bicycle u-lock on the market today. It was celebrated globally: Was placed in the New York Museum of Modern Art permanent design collection in 1983. The only bicycle accessory company in history to win Japan’s coveted Good Design Prize in 1988 Captured Germany’s Museum of Utilitarian Art Award in 1988. 1994 Kryptonite returned to the streets of the Big Apple to test its latest innovation - The New York Lock. The lock confounded bike thieves in a historic street test which was publicized in the New York Post. The New York Lock has become the flagship lock for the company and was the original item in what has become its premier line. BRAND HISTORY