Identity System · v3
A rugged, editorial system for expedition-grade gear.
The Wild10 evokes deep water, evergreen forest, cold air, canvas equipment, stone, and firelight. Use this guide to keep every surface—web, social, print—cohesive and premium.
Logo usage
- • Preserve transparency and aspect ratio.
- • Do not recolor, outline, bevel, or shadow the mark.
- • Keep clear space equal to half the mark's height.
- • Minimum height: 34px sticky, 38px mobile, 46px desktop.
Approved palette
Black Pine dominates dark surfaces. Forest Green carries the brand. Deep Bear Blue handles links, ratings, and data. Campfire Copper appears once per screen and never as decoration. Target ratio: ~70% dark/imagery, 20% neutral, 8% green/blue, 2% copper.
Typography
The Wild10 uses a sturdy editorial serif for headlines and a clean sans-serif for interface text. Body copy sits at 16–18px at 17–18px with generous line height, never below 1.65.
Metadata, filters, buttons, and tables stay in the sans family for maximum legibility.
Buttons & badges
Use Campfire Copper for one conversion action per view. Deep Bear Blue carries links, ratings, scores, and selected states. Forest Green carries primary brand surfaces and buttons.
Tone & don'ts
Do
- • Sound like a trusted guide, not a salesperson.
- • Favor specifics: grams, denier, temperature ratings.
- • Use authentic wilderness photography.
- • Alternate Parchment, white, and Black Pine sections.
Don't
- • No neon, purple gradients, or generic SaaS blue.
- • No distressed, western, or camouflage typefaces.
- • No orange glow, drop shadows, or bevels on the logo.
- • No stock photos of posed models beside spotless tents.