The core of our brand
Our Logo Suite
Primary Logo
Combining tall, condensed serif letterforms of model-like proportions with a thoughtful and energetic italic serif, our logo leaves a striking, enthusiastic, and editorial first impression.
The primary logo mark should be on all official collateral when space allows. Only set it in the following approved colorways. The True Black and True White colorways are only to be used on brand partnership collateral when required by brand partners.
Logo Centered Ink Black Digital
Logo Centered Newspaper White Digital
Logo Centered True Black Digital
Logo Centered True White Digital
Secondary Logo Configurations
Unlike a lot of brand designs, our logo should be flexible enough to interact with and accommodate the content alongside it. As such, left- and right-justified iterations are acceptable when the content of a graphic composition demands it.
Use the left-aligned and right-aligned variations as needed. Only set it in the following approved colorways.
Left-Aligned Ink Black Digital
Left-Aligned Newspaper White Digital
Right-Aligned Ink Black Digital
Right-Aligned Newspaper White Digital
The Symbol
The "CT" monogram is a powerful visual tool which allows us to brand modern social media platforms with a concise visual distillation of our primary logo while also affording us the chance to include important sentences with a branded and editorial punctuation mark.
Use in brand applications with limited size allotments such as favicons and in embroidery as well as as a design element on applications such as social media posts and merchandise. Only set it in the following approved colorways.
Icon Lockup Ink Black Digital
Icon Lockup Newspaper White Digital
Icon Ink Black Digital
Icon Newspaper White Digital
our logo
Usage
Safe Space
When displaying any of the logo variations, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 10% the width of the logo.
*Of course, there are exceptions: The loop of the "g" drops into the safe space in order to maintain visual balance when centering the logo, and subtle patterns or textures overlapping at 20% opacity or less are acceptable.
Please Don't
Use unapproved color combinations or colors
Distort the logo and elements
Mask images into the logo
Place on backgrounds that make elements hard to read
Use alt fonts
Contrarian Thinking in
Color
Primary Colors
Ink Black
- Hex #191616
- RGB 25, 22, 22
- CMYK 71, 68, 66, 80
- Pantone Black 3 C
Newspaper White
- Hex #FAFCFA
- RGB 250, 252, 250
- CMYK 1, 0, 1, 0
- Pantone 7527 C @ 10%
Secondary Colors
Our Secondary Colors are primarily used for background colors and to highlight key information such as subheaders.
True American Red
- Hex #A0291A
- RGB 160, 41, 26
- CMYK 25, 95, 100, 20
- Pantone 7626 C
Burlap Beige
- Hex #EDE4D1
- RGB 237, 228, 209
- CMYK 7, 8, 17, 0
- Pantone 468 C
Faded Navy
- Hex #0F2449
- RGB 15, 36, 73
- CMYK 100, 89, 42, 43
- Pantone 2747 C
Sky Blue
- Hex #7BB8D6
- RGB 123, 184, 214
- CMYK 50, 13, 8, 0
- Pantone 291 C
Ash Grey
- Hex #BACBCE
- RGB 186, 203, 206
- CMYK 27, 12, 16, 0
- Pantone 642 C
Carhartt Khaki
- Hex #997141
- RGB 153, 113, 65
- CMYK 34, 52, 83, 16
- Pantone 7562 C
Typography
Our Font Families
Eyebrow/Subheadings/Buttons - WEDDING GOTHIC ATF BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&
Headings - Sailing Clubs Regular
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%^&
Accent - The Elfkin Editorial Italic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%^&
Body - Avenir Roman
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@#$%^&
depth through
Design Elements
Photo Styling
Our photography captures the builders, makers, and doers who keep things moving. From workshops and kitchens to admin and offices, we spotlight the grit, craft, and focus it takes to create a successful business.
Feature workers in authentic, unposed moments: hands busy, and faces set with intention. Mixing color with black-and-white gives a nod to both tradition and progress, wide shots show the scope of work, and close-ups reveal the human details that matter.
Favicon
Our favicon features our icon on a solid background. Place on red for optimum impact or on black or white for a cleaner look.
Profile Photo
Our social media profile photo features our icon on a solid background. Place on red for optimum impact or on black or white for a cleaner look.
Slack Icons
Upload our Slack icons as a custom emoji to celebrate the Deal Scouts, Offer Makers, and Acquisition Champions that are part of our community.
Secondary Design Elements
Our Secondary Design Elements are designed using our subhead font to tie in with the overall brand, but they take on a more playful illustration style. While the primary brand establishes sleek credibility, our secondary suite utilizes more color, slogans, and illustration that humanizes the brand.
These elements are to be used in community-centered collateral such as on social media graphics and merchandise. Do not place on a background darker than the colorway of the file in use.
Texture
Utilize the textures sparingly to add depth to backgrounds of brand applications such as web and social media graphics.
Primary Brand
Application
Community Brand
Application
