Brand Guide
Your destination for all things
Camp Leaders.
Working at Camp Leaders and want to know how to use our brand assets? We got you covered.
Brand Kit
Your destination for all things Camp Leaders.
Let's get started
Primary logo
The word mark is our primary logo. We use this in most places as it tells the world exactly who we are.
Brand mark
Our brand mark can stand alone, as long as our word mark logo is somewhere else within the piece.
Emblem
We use this logo to combine all the elements of the Camp Leaders brand. This is used on merchandise and more expressive materials.
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.
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.
Camp Leaders Blue
#00ADE5
C: 81 M: 8 Y: 1 K: 0
C: 81 M: 8 Y: 1 K: 0
Night Sky
#19434A
C: 86 M: 34 Y: 37 K: 58
C: 86 M: 34 Y: 37 K: 58
Marshmellow
#F8F8F8
C: 2 M: 5 Y: 0 K: 0
C: 2 M: 5 Y: 0 K: 0
Field Green
#8FCB24
C: 39 M: 0 Y: 99 K: 0
C: 39 M: 0 Y: 99 K: 0
Yellow Cab
#FFB20F
C: 0 M: 21 Y: 100 K: 0
C: 0 M: 21 Y: 100 K: 0
Campfire
#FF2230
C: 0 M: 89 Y: 100 K: 0
C: 0 M: 89 Y: 100 K: 0
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 Helvetica Neue. 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
