BRAND ID ENT IT Y
PRIMARY LOGO & SUBMARKS
Primary Logo All Black
Primary Logo Lime
Primary Logo Raspberry
Alt Logo without Icon
Initial Logos Icon Only
PH OTO G R A PHY INS PIR AT IO N
Photography is the backbone to branding and brand continuity. Aesthetically, it enhances websites and collateral, and ideally allows a client to connect the face of a brand with a name. When choosing or approving photography for BadAss Life, please gravitate towards photos that are creative and not too literal. Some keywords to consider below:
lively SHARP
high-contrast
colorful BOLD
L O G O US A G E O N PH OTO G R A PHY
good
When using BadAss Life’s brand logo with approved photography or on solid colors, be sure to examine the photo’s high and low lights to determine which logo would best suit the area. Avoid putting dark logos on dark areas of color, and light logos on light areas. Use the colored version of the BadAss Life logo only in clean, pronounced spaces where it can really stand out. Please keep the same direction in mind when placing type or brand elements directly over photography. Ideally, custom brand designs should enhance the overall branding experience, and brand photography should enhance the designs to create one clean and cohesive presentation reflective of the BadAss Life brand.
bad
C O L O R PR O F IL E
1
ALMOST BLACK
Web: #2c292a
C 69 M 66 Y 63 K 66
3 GRAY C 57 M 49 Y 39 K 9
Web: #757580
2 LIME C 28 M 4 Y 100 K 0 Web: #c3d124
1
2
3
4
4 RASPBERRY C 41 M 100 Y 43 K 25 Web: #82044e
COLOR NOTES
Almost black, gray and white are the primary brand colors. Lime and Raspberry are to be used sparingly as accents.
H E AD ER
TYPOG R A P HY
LEAGUE SPARTAN League Spartan has been chosen to use as a header font. This must be used
L E A G U E S PA RTAN
sparingly,and in uppercase only format for websites, publications or other printed pieces.
ABCDEFGHIJKLM NOPQRSTUVWZYZ CAL L O UTS
league scr i pt t h in abcdef g hijkl m nopqrstuvwxyz
league script thin League Script Thin is the callout font. It’s only used in all lowercase and should only be used in special cases, not as a header or in the body copy. Keep it large.
Uniform Medium
B O DY CO PY
ABCDEFGHIJKLM NOPQRSTUVWZYZ
Uniform Medium
abcdefghijklmnopqrstuvwxyz
Uniform Medium is the body copy. It should be used with slightly wider leading than normal. It’s clean and modern and easy to read. Sample text:
Donec at elit a risus bibendum malesuada quis id sem. Vestibulum dui sapien, fermentummodo. Bitio eos essimusciae corro mo omnia consed. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec at elit a risus bibendum malesuada quis id sem. Vestibulum dui sapien, fermentummodo.
BR A N D E L E M E NTS
BadAss Life brand elements have been customized to enhance the brand identity, creating a powerful experience for customers. Be careful of using too many elements on a single page or design. BadAss Life’s brand voice should be prominent above all, and these elements should simply enhance each project’s point of view.
callout
SOC IAL M ED IA IC ONOGRAPHY
CO R R EC T When using social media icons within the BadAss Life brand, please stick to clean squares within the approved brand color palette.
INCORREC T Never substitute with colorful or animated icons.
SAMPLE BUSINESS C ARD
FIRST ANDL AST TITLE HERE
999.999.9999 email@email.com www.websitehere.com