Built lighter to go furtherTurning Simond’s product philosophy into a defining principle for the brand
Born in Chamonix in 1860, Simond helps mountaineers go further by making their equipment lighter, more precise and more efficient. Through workshops with its marketing teams, brand leaders and product designers, we turned this philosophy into a defining principle for the brand: every gram matters.
Internally nicknamed “the anvil” for its visual weight, the former logo no longer reflected the agility of Simond’s products. We refined it into a lighter, sharper mark while preserving its historic symbols. The result is a complete brand system, co-created with the people who shape Simond every day.
Before
After
Forged in Chamonix since 1860
Simond’s history is inseparable from mountaineering. From its first forged tools to the summits of Annapurna and Everest, the brand has always combined craftsmanship, innovation and close collaboration with climbers.
A new rope team for a new chapter
Twenty athletes, united by humility, creativity and a shared vision of performance. Aoka shaped the collective’s visual language and accompanied Simond through to its official launch.
Building the brand system
Aoka developed Simond’s complete brand book, translating its heritage and ambitions into a clear, consistent system. From brand strategy and tone of voice to visual principles and graphic codes, the guidelines provide a shared foundation for every expression of the brand.
From first sketch to launch
Aoka accompanied Simond throughout its transformation, from the first logo sketches to the official launch of its new identity in Chamonix.