Brand Guidelines

Color

Core colors drawn from your product line to create cohesion across channels, with gold serving as your showstopper.

Core colors

Colors drawn from our product lines, used for content, backgrounds, packaging, and bases throughout our communications.

Field Green

#5A6251RGB 90, 98, 81

Saddle

#6D5B3BRGB 109, 91, 59

Driftwood

#7B6B5BRGB 123, 107, 91

Tan

#DACFC0RGB 218, 207, 192

Owned color

Our distinct shade used to draw attention where it's most needed. Perfect for CTAs, stopping the scroll, and anything else we want to put a stamp on.

Arizona Gold

#EEB626RGB 238, 182, 38

Neu­trals & accents

Grounding tones for surfaces, text, and detail.

#4E483FRGB 78, 72, 63
#807C73RGB 128, 124, 115
#DCD8D5RGB 220, 216, 213
#EAE8E7RGB 234, 232, 231
#EEEBE9RGB 238, 235, 233

Ration­ale

One owned color
Gold becomes your owned color, for primary brand communications, CTAs, and anything you want to put a stamp on.
Why no orange?
It's overused in the hunting space and gets difficult when it comes to accessible design.
Drawn from the product
The accessory colors come from your product line, creating cohesion across the brand.

Acces­sibility

Good accessibility starts with legible text. We follow WCAG guidelines: a contrast ratio of at least 4.5:1 for body text and 3:1 for large headlines, aiming for 7:1 (AAA) wherever we can. The owned color is a background for dark text, never a text color on light backgrounds.

AaThe things that matter most are worth protecting.
Body text7.62:1 · Pass, AAA
AaThe things that matter most are worth protecting.
Text on owned color4.89:1 · Pass, AA
AaThe things that matter most are worth protecting.
Text on Saddle5.51:1 · Pass, AA
AaThe things that matter most are worth protecting.
Owned color as text1.56:1 · Fail

Color modes

No single color mode covers every medium. Use the right one for where the work will live, and match to Pantone whenever color has to be consistent across materials.

RGB / HEXScreensThe truest, most vibrant version of the palette. Web, app, email, social, and video.
PantonePrint and productPreferred for printing. The most consistent match on patches, apparel, packaging, and gear.
CMYKFull-color printLess vibrant. Use when spot color isn’t an option, and have printers match to Pantone where possible.

Incorrect usage

A consistent palette is what makes the brand recognizable at a glance. Avoid the following.

Don’t use colors outside the paletteBlaze orange, teal, navy, and so on. If it isn’t in the palette, it isn’t ours.
Don’t substitute the owned colorClose isn’t correct. Use the exact values from this page, never a tint or a near match.
Don’t make muddy gradientsIf you use a gradient, it shouldn’t turn brown or grey between its start and end colors.

Worth protecting

Don’t use the owned color for textIt fails contrast on light backgrounds. Pair it with dark text instead.
Don’t use the wrong color modeRGB for screens, Pantone and CMYK for print. Mixing them up causes visible shifts in color.

Color

A light green primary and a family of warm neutral accents that nod to where the product is used.

Core colors

Colors drawn from nature, used for content, backgrounds, packaging, and bases throughout our communications.

Cream

#F4EAD5RGB 244, 234, 213

Forest

#3B4B29RGB 59, 75, 41

Owned color

One distinct shade used to draw attention where it's most needed. Used for CTAs, stopping the scroll, and anything else we want to put a stamp on.

Sage

#9BB185RGB 155, 177, 133

Neu­trals & accents

Grounding tones for surfaces, text, and detail.

#9F9788RGB 159, 151, 136
#D3D3D1RGB 211, 211, 209
#F2F2F0RGB 242, 242, 240
#B8844FRGB 184, 132, 79
#684724RGB 104, 71, 36

Ration­ale

A primary green and a family
The palette nods to the outdoors, with a light green primary.
Warm accents
To complement the green’s warm tint, warm neutral accents support the color system.
Nods to nature
Ties in with where the product is used, supporting the type system and overall design.

Acces­sibility

Good accessibility starts with legible text. We follow WCAG guidelines: a contrast ratio of at least 4.5:1 for body text and 3:1 for large headlines, aiming for 7:1 (AAA) wherever we can. The owned color is a background for dark text, never a text color on light backgrounds.

AaThe things that matter most are worth protecting.
Body text7.90:1 · Pass, AAA
AaThe things that matter most are worth protecting.
Text on owned color4.06:1 · Pass, AA large text only
AaThe things that matter most are worth protecting.
Text on Forest7.90:1 · Pass, AAA
AaThe things that matter most are worth protecting.
Owned color as text1.95:1 · Fail

Color modes

No single color mode covers every medium. Use the right one for where the work will live, and match to Pantone whenever color has to be consistent across materials.

RGB / HEXScreensThe truest, most vibrant version of the palette. Web, app, email, social, and video.
PantonePrint and productPreferred for printing. The most consistent match on patches, apparel, packaging, and gear.
CMYKFull-color printLess vibrant. Use when spot color isn’t an option, and have printers match to Pantone where possible.

Incorrect usage

A consistent palette is what makes the brand recognizable at a glance. Avoid the following.

Don’t use colors outside the paletteBlaze orange, teal, navy, and so on. If it isn’t in the palette, it isn’t ours.
Don’t substitute the owned colorClose isn’t correct. Use the exact values from this page, never a tint or a near match.
Don’t make muddy gradientsIf you use a gradient, it shouldn’t turn brown or grey between its start and end colors.

Worth protecting

Don’t use the owned color for textIt fails contrast on light backgrounds. Pair it with dark text instead.
Don’t use the wrong color modeRGB for screens, Pantone and CMYK for print. Mixing them up causes visible shifts in color.

In use

The palette on real products and places, matched to the logo, type, and palette you’ve selected.

Social posts
A-frame sale sign
A-frame sale sign
A-frame sale sign
A-frame sale sign
Packing tape
Round kangaroo patch
Hang tag
Hang tag
Hang tag
Hang tag
Mockup coming soonProduct colorways
Product colorways
Mockup coming soonRetail display
Retail display

Resources

Color libraries and tokens for design and development.

Coming soon

Adobe color libraries (RGB, CMYK, and Pantone) and design tokens will be available here once the direction is final.