Yellow 200
CMYK
0, 5, 16, 1
#FCF0D3
Brand Kit
Your destination for all things Camp Leaders.
Let's get started.
Word mark
The word mark is our primary logo. We use this in most places as it tells the world exactly who we are.
Do:
Allow enough clear space on all sides.
Make sure the logo is clearly visible.
Don't:
Distort the logo.
Add or remove any elements.
Emblem
We use our emblem to combine all the elements of the
Camp Leaders brand. This is most used on merchandise
and more expressive materials.
Camp Leaders brand. This is most used on merchandise
and more expressive materials.
Brand mark
Our brand mark can stand alone, as long as our word mark logo is somewhere else within the overall design.
The Camp Leaders brand mark symbolises adventure with three bold, dynamic strokes, reflecting our passion for exploration and going further.
Text, tone and colours
Our typography
Good typography can make a design easy to read and understand — and we like that. Follow our typographic standards and practices, and we’ll like you, too.
Explore America.
Go with the Leaders.
The summer camp experts.
Go with the Leaders.
The summer camp experts.
Our tone
Our tone is friendly and light-hearted but never at the expense of being clear. Our voice should never change but our tone should.
When you’re writing always put yourself in the shoes of the reader.
When you’re writing always put yourself in the shoes of the reader.
Ask yourself:
What situation are they in?
How do they feel?
How will this make them feel?
How do they feel?
How will this make them feel?
Our colours
Colours inspired by camp, with a blue as our main brand colour, representing blue skies and blue lakes.
Primary Colours
Blue 500
CMYK
00, 24, 0, 10
#00ADE5
.svg){kind=icon}
Grey 500
CMYK
0, 1, 3, 3
#F7F4EF
Blue 700
CMYK
100, 24, 0, 55
#005773
Blue 200
CMYK
23, 6, 0, 2
#BFEBF9
Brand Colours
Yellow 500
CMYK
0, 20, 67, 4
#F5C451
Yellow 700
CMYK
0, 20, 67, 52
7B6229
Green 200
CMYK
8, 0, 10, 7
#D9EDD5
Green 500
CMYK
43, 0, 53, 29
#67B656
Green 700
CMYK
43, 0, 53, 64
#345B2B
Pink 200
CMYK
0,9,4,0
#FFE7F5
Pink 500
CMYK
0,38,16,0
#FF9FD7
Pink 700
CMYK
0,38,16,50
#80506C
Red 200
CMYK
0,15,18,0
#FFD8D2
Red 500
CMYK
0,60,71,0
#FF654B
Red 700
CMYK
0,60,70,50
#803326
Orange 200
CMYK
0,11,21,0
#FFE2C9
Orange 500
CMYK
0,45,84,0
#FF8D29
Orange 700
CMYK
0,45,84,50
#804715
Functional vs. Expressive
Understanding when we use functional branding and when we use expressive branding is essential to brand consistency and key to staying relevant without being boring.
Our choice of typeface is Neue Haas Grotesk. It is representative of travel, being found in New York Subways to Airports around the world.
Photography
Our imagery
Good use of imagery is essential to bringing our brand to life. It can tell a visual story and bring summer camp to life to anyone who views our images.
Questions?
Get in touch.
Our goal is to make sure the Camp Leaders brand is represented correctly and consistently around the world, but we understand that sometimes it isn't easy. If you have any questions, feel free to get in touch and we'll be happy to help.
Email: marketing@smallerearth.com
Email: marketing@smallerearth.com
