Brundage - brand identity, guideline and assets. (2024)

BRUNDAGE

CONTENTS

—

01 Logos

Primary Logo

Secondary Logos

Tertiary Logos

Icons

TMA logos

Downloads

02 Color System

Primary Colors

Secondary Colors

03 Logo Usage

Logo Clearspace

Improper Use

Logo Formats + Color Modes

04 Typography

Primary Fonts

Secondary Fonts

Download

05 Applications

Signage

Wearables

01

—

Our Brundage logo comes in various configurations and color schemes to provide design flexibility, ensuring that it looks ideal in every application.

Primary Logo

—

The primary Brundage logo should be used in most general logo applications. There are four unique colors depending on usage. Use the logos with black letters on white or light backgrounds. Use logos with white letters on black or dark-colored backgrounds.

< Back to contents

Secondary logos

—

Secondary Brundage logos can be used in lieu of the primary logo, depending on applications.

a) Boxed Logos

The boxed logo configurations can be used in lieu of the primary logo when extra logo separation is needed. Use logos with black or dark-colored containers (boxes) for white or light backgrounds. Use the logos with white containers on black or dark-colored backgrounds.

b) Combo Logos

The Brundage combo logos should be used carefully and sparingly, only in applications where the Brundage name is large enough to read easily. This logo configuration is available in all our brand colors, but be sure to use a color that reads well against its background.

c) Favicons

This tiny version of the icon may be used for website favicons or social media profile icons.

< Back to contents

Tertiary Logos

—

Tertiary Brundage logos are available in horizontal and vertical (stacked) formats. The Brundage | The Mountain Always logos are available in nine color variations. The others are currently available as all black or all white. Use the white logos with any of our darker brand colors as a background.

< Back to contents

Icons

—

Our Brundage icon can be used at almost any size (for tiny versions, use the favicon) and works well carefully cropped as a background element (see applications section for examples). This logo configuration is also available in all our brand colors, but be sure to use a color that reads well against its background.

< Back to contents

TMA logos

—

The TMA logos are available in horizontal and stacked formats and available in nine color variations.

TMFTMA

—

The only time The Mountain First graphic should be used is in animation, where the "FIRST" turns to "ALWAYS." (Hover over the logos on the left as an example.)

Never use the entire "The Mountain First, The Mountain Always" in conjuction or in a lockup with the logo. It can be used in verbal or video applications only.

Download all logos

(except Tertiary)

Download

Download Tertiary

logos (only)

Download

< Back to contents

02

—

The Brundage brand is made up of eight distinct brand colors — four primary and four secondary colors. Be sure to use the CMYK or spot (Pantone) values for any print application and RGB values for any digital application.

Primary Colors

—

Our four primary colors should be used in most general color applications.

Secondary Colors

—

Our four secondary colors should be used more sparingly.

< Back to contents

03

—

Using our logos properly is a crucial step in upholding the Brundage brand. Maintaining a strong brand is aided by careful, consistent design practices.

Logo Clearspace

—

Logo clearspace keeps typography, images, or graphic elements from crowding the logos when used in conjunction with. For all logos, use the height of the mountain icon as a base for adding clearspace.

< Back to contents

Improper Usage

—

Maintaining a strong brand means careful and consistent use of our logos. Please do not reproduce the logos in any other way than those specified in this manual. The example shown here, and all other deviations from the guidelines, are prohibited.

Do not change logo colors.

Do not stretch the logo.

Do not add strokes or outlines to the logo.

Do not crop the logo.*

*Exception: The icon may be cropped. Examples in Applications)

Do not alter or separate the logo parts.

Do not add drop shadows or other effects.

< Back to contents

Logo Formats and Color Modes

—

All logos in this style guide are available in two basic file formats and three different color modes — each to be used in different applications and environments.

AI Format

AI is a vector format designed to produce high-resolution graphics for print. It is infinitely scalable, which means it can be used for anything from a business card to a billboard with equal clarity.

PNG Format

PNG is a raster image type. PNGs can have a transparent background and are ideal for websites and other digital applications because they can be placed over a colored background.

CMYK Color Mode

The CMYK color model is often referred to as four-color process because it utilizes four different colored inks — cyan, magenta, yellow, and black — to create an array of different hues. CMYK colors are mixed during the printing process, which can sometimes cause slight color inconsistencies throughout a printing run. It’s usually not a perceptible change, but it is something to keep in mind when using logos with specific color branding.

RGB Color Mode

The RGB color profile is used exclusively in digital design, as it represents the same colors used in computer screens, televisions, and mobile devices. Rather than ink, colors in the RGB (red, blue, green) color wheel are created by blending light itself.

Spot (PMS) Color Mode

PMS stands for Pantone Matching System, a universal color-matching system used primarily in printing. Unlike RGB and CMYK, spot colors or PMS colors are created with pre-mixed ink long before the image is produced, resulting in the most consistent color possible.

< Back to contents

04

—

Typography plays a vital role in communicating the right tone, personality, and idea from our brand to our audience. Be sure to use each font for its intended purpose only.

Primary Fonts

—

Our two primary Brundage fonts will cover most typographic needs when representing the Brundage brand.

Poppins

—

Appropriate for all body copy, subheads, and the smaller headlines. Available in 9 weights from extra light to black, each with matching italics. (Google font)

Eveleth Clean Regular

—

Best used for headers and subheads. This display font is only uppercase, so do not use for body copy.

Secondary Fonts

—

In addition to our primary fonts, there are two secondary, campaign typefaces that can be used sparingly. Neither should be used for body copy; only headlines or subheads.

DK Dirrrty

—

Use for headlines only. This font is also all uppercase but has alternate swashes for letters. Kern letters to -50. To make more dynamic, rotate the headline 5-10 degrees to the left.

BN Cringe Sans

—

Best used for smaller headlines and subheads. Turn, space, and move characters above and below baseline thoughtfully so it feels slightly off-kilter and hand-stamped.

Download all fonts

Download

< Back to contents

05

—

The following examples demonstrate the brand in application in various visualized situations and mediums.

< Back to contents