Brand Identity Guidelines
Overview Abercrombie & Fitch is a company that was established in the late 1800s as a supplier of outdoor goods and apparel. With this rich history as a point of reference, the logo and brand guidelines for Abercrombie & Fitch are meant to infuse the rustic rootsof the company with a modern playfulness and approachability.
01. Logo Specifications Master stacked This is the original and preferred logo for all design materials produced.
Master landscape The master landscape logo can be used whenever a horizontal spaced logo is preferred.
01. Logo Specifications Master stand-alone company name The master stand-alone company name can be used whenever the moose emblem is not needed. Logo with moose should be used whenever possible.
Color
Minimum Sizes
1 inch 2.5 inches
CMYK 85/34/46/8 RGB 23/126/131 Hex #177D83 PANTONE 7714 C 3 inches
Clear space 01. Master stacked logo
02. Master landscape logo
The clearspace minimum is equivalent to the vertical height of the A (shown below) regardless of the size at which the logo is reproduced.
The clearspace minimum is equivalent to the vertical height of the A (shown below) regardless of the size at which the logo is reproduced.
01. Logo Specifications Inappropriate Logo Usage These are a few examples of how to inappropriately use our logo. Our logo should not be wrongly stacked, stretched or cropped.
02. Textures Approved textures These are the approved textures for Abercrombie & Fitch. Use these textures individually or overlayed.
Individual swatches
White wood grain
Tinted paper
03. Colors Primary colors These are the primary colors for Abercrombie & Fitch. These colors should be utilized whenever possible.
CMYK 85/34/46/8
CMYK 65/0/22/0
CMYK 0/0/0/80
CMYK 0/0/0/0
RGB 19/125/130
RGB 51/199/207
RGB 88/89/91
RGB 255/255/255
CMYK 31/81/100/35
CMYK 85/34/46/8
RGB 130/55/6
RGB 207/97/25
Highlight colors These are the highlight colors for Abercrombie & Fitch. Use these colors to create contrast and keep the company designs from feeling too “one note.�
04. Typefaces Primary Typeface: Archer Archer is the primary typeface for Abercrombie & Fitch and should be used in all design materials created for the company.
123 abc ABC 123 abc ABC
Book
123 abc ABC
Light
Medium
123 abc ABC
Bold
Secondary Typeface: Gotham Rounded The secondary typeface for Abercrombie & Fitch is Gotham Rounded and should be used in the body text of all design materials created for the brand.
Book abcdeghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTWXYZ 0123456789