Brand Manual - Outdoor Life

Brand Manual

©2019 Serchis Creative



©2019 Serchis Creative Serchis Creative
Catalogue no. SC-199 Design & Advertising

Release date: 2 Jepilor St, 500256
February 4, 2019 Brasov, Romania

Client: (+1) 707 238 2817
A.S. Neagoe [email protected]

Project: www.serchis.com
Outdoor Life



Thank you for choosing Serchis Creative. It was a pleasure to develop Outdoor Life’s visual identity.

This document represents Outdoor Life’s brand manual, serving as a visual guide and best practices
reference in future applications of your logo. You will find here:

- a brief description of Outdoor Life
- the concept behind the logo
- the type used
- the color palette
- the chromatic flexibility guide

- how to not use the logo
- a few recommendations

I am very excited to see your brand grow and reach its audience!

Regards,

Andrei Serchis
Director
Serchis Creative

A. Serchis



Project Brief

Outdoor Life is a new sporting goods retailer from Brasov, Romania,
specialized in outdoor sports equipment, with a strong focus on ski
touring merchandise.

In its primary stage, the company plans to cater high-end products in
the ski touring niche, while looking to expand into a multitude of out-
door sports such as hiking, trekking, trail running and climbing.

Outdoor Life offers knowledgeable consulting to its clients by tailoring
their choice of equipment and ensuring the right decision is made. The
company has an Ebay shop and plans to expand globally in the long run.



Concept

The logo illustrates the concept of ski touring (skiing in unmarked or
unpatrolled areas; parallel with hiking and backpacking) through a skier
climbing a mountain with free heels, a defining feature of the niche.

Outdoor Life was stylized with lowercase letters and a .ski suffix, that
stands for the company’s website address. The logotype has been inte-
grated along with the logomark and both of them use accent colors.



Typography

Typeface: Clarendon BT
Weight: Black
Category: Serif
Benjamin Fox was a type designer and punch cutter for the Fann Street
Foundry. It is generally believed that Fox based the Clarendon design on

Aaa popular serif text typeface of the time – and “simply” made it bolder.
The Clarendon BT family was designed for large textual advertising and
a diversity of display content, coming out as a careful revival of the
original 18th century design.



Chromatics

The color palette for Outdoor Life includes two shades of solid coated
Pantone blue, along with a custom dark blue shade and a vivid comple-
mentary orange as secondary colors.

Name Cerulean Blue Name Allports Blue Name Black Pearl Name Tangerine
PMS 2925 C PMS 641 C PMS 5395 C PMS 2012 C
RGB 0 156 222 RGB 0 103 160 RGB 8 31 44 RGB 239 150 0

CMYK 85 21 0 0 CMYK 100 23 0 19 CMYK 100 71 39 90 CMYK 0 45 100 0
HEX #009CDE HEX #0067A0 HEX #081F2C HEX #EF9600



Color Flexibility

Main logo color: Black Pearl
Secondary color: Allports Blue
Background color: White

Main logo color: White
Secondary color: Cerulean Blue
Background color: Black Pearl

Main logo color: White
Secondary color: Tangerine
Background color: Allports Blue



Wrong Use

Different color Use unassigned
Altered shape colors with caution
Added shape
Never modify the
logo’s aspect ratio

Never add an extra
shape to your logo



Thank you again for choosing Serchis Creative. It was a pleasure to develop Outdoor Life’s visual identity.

This brand manual will serve you and your designer in future advertising concepts. For complete and
consistent branding, I recommend the following messaging materials:

- brochure
- packaging
- letterhead
- social media ads
- Instagram growth

Let me know if I can help with any of these - I’d be excited to help further develop your brand. You can get in
touch by email or find me on all major social media channels as @serchiscreative.

Good luck in your branding journey, and I’m looking forward to see Outdoor Life grow!

Regards,

Andrei Serchis
Director
Serchis Creative

A. Serchis