Contents
Introduction
For additional guidance, please contact:
Brett Lange
Marketing Director
brett@clmbr.com
The following guidelines outline the visual language for the CLMBR brand identity. They offer direction, both general to specific, regarding the use of the various components including our logo, color, and typography.
The strength of our visual identity is dependent on how well it’s understood. Use these guidelines to ensure that each piece of branded material from CLMBR is created and deployed with integrity and to the highest standard.
At the end of the day guidelines are just that—a guide. Always use your best judgment when creating new materials.
01 /
visual
language
Wordmark
At the core of our identity is our wordmark. It’s how our audience recognizes our name and quickly associates the message to our brand.
Wordmark on light background
Wordmark on dark background
Wordmark and color
When on a dark color, use the wordmark in white.
When on a light color, use the workmark in black.
Logo
The 'C' logo can be used in place of the wordmark. Treat the logo as you would the wordmark.
Clear space
Use the height of the wordmark as a guide for clear space when placing elements around branding elements.
Wordmark alignment
Align typography and other graphic elements to the baseline of the type in the wordmark.
Wordmark usage
Use the full wordmark if the brand name is not present anywhere else or if the brand is being presented for the first time.
Logo usage
The 'C' logo should be used if the brand name is already present or in situations that call for a small branding application.
Wordmark don'ts
Do not alter the wordmark or logo.
Avoid the following treaments.
Color palette
Core palette
Black and white are the core brand colors.
Primary accent colors
These should be used most frequently in color and accent applications.
Supporting accent colors
These should be used to support the primary accent colors.
Color usage
Black and white are the core branding colors, followed by the primary accent and supporting accent colors.
The palette is organized here by size. The bigger the block, the more frequent it should be used.
Content color combinations
Use the following as a guide for combining color and branding content. Always be sure there is enough contrast between the two.
Wordmark and logo
On dark colors, use the wordmark and logo in white. On light colors, use them in black.
Typography
On dark colors, use typography in white. On light colors, use type in black.
Graphics color combinations
Use the following as a guide for combining color and different brand graphics. Only use specified color combinations for their specific use.
Topographic lines
The topographic lines reference the movement and energy of climbing as an action. They reinforce the goals of the user.
Neutral
When using on white or black, use the opposing light or dark accent color.
Complimentary
For complimentary palettes, use colors in their family pairs.
Contrast
For contrasting palettes, use the shown color pairs.
Handles
Pulled from the wordmark, the handles reference the individual handles used in the machine. They are the core of the user experience.
Neutral
On color, handles can appear in both white and black.
Complimentary
For complimentary palettes, use colors in their family pairs.
Contrast
For contrasting palettes, use the shown color pairs.
02 /
Typography
Typefaces
Plaak 6 Heavy is our brand voice typeface. It should be used for headlines in branding material.
Licenses can be purchased at:
https://www.205.tf
Maison Neue Book and Mono are our supporting typefaces. They are used for smaller copy and graphic application.
Licenses can be purchased at:
http://www.milieugrotesque.com/typeface-maisonneue
Type in use
Headline
This is used primarily for headlines and large brand statements.
Plaak 6 Heavy
All caps
Tracking set to 0
Always left align
Subheads and supporting
This is used primarily for subheads, shorter brand statements, and supporting copy.
Maison Neue Book
Sentence case
Tracking set to 0
Always left align
CLMBR is always UPPERCASE
Detail and graphic
This is used for graphic application, small detail copy, and data information.
Maison Neue Mono
Tracking set to 0
Width equal to 'Handle' in CLMBR logo
Line-height equal to 3 CLMBR logos
Left-aligned
Setting type
Always use the appropriate leading multiplier when setting text. To calculate the leading value, use the equation appropriate for the type style.
Headline
Plaak 6 Heavy
Leading multiplier x 1.20
Subhead and supporting
Maison Neue Book
Leading multiplier x 1.35
Detail and graphic
Maison Neue Mono
Leading multiplier x 1.35
Hierarchy and proportion
Use the following as a guide for using our type families in the correct proportion and hierarchy for different use cases.
Wordmark
When scaling type and the wordmark, use the cap height as a reference and scale in half increments.
Marketing
Headline
Plaak 6 Heavy
Copy
Maison Neue Book
Graphic
Maison Neue Mono
User Interface
Data
Plaak 6 Heavy
Copy
Maison Neue Book
Detail
Maison Neue Mono
Typography Don'ts
Do not diminish our typographic voice, avoid the following treatments.
Do not right align type
Do not scale typefaces the same
Do not center type
Do not alter type hierarchy
Do not use unapproved weights
Do not overscale the wordmark to type
03 /
Photography
In Home (Color Only)
User + Machine
Machine Only
In Space (Color Only)
User + Machine
Machine Only
Athlete Portraits
Black and White
Color
04 /
Brand
System
Topographic lines
On photography
Ideally, when placing topographic lines over photography, they should compliment the form of the subject.
Complexity and scaling
When using the lines with content, consider the complexity of the composition. Use a simpler line graphic if there is a lot of content or a more complex graphic if there is less content.
Do not alter the line weight
Do not overlay complex lines on content
Handles
On Photography
Handles can be used to organize and highlight information. As well as to mask and reveal photography.
Complexity and scaling
Take into consideration the content when using handle graphics. They should not cover any information and though scale can change, they should always remain the same vertical height.
Do not use different vertical heights
Do not completely cover content
Graphic text
Maison Neue Mono is used as a graphic element to reinforce the elevation of the topography.
It can be used in straight, vertical orientation along the grid.
Do not use graphic text at a large scale
Grid
Our grids should be built on the proportion of the handle in the wordmark.
This refinforces the horizontal and vertical relationship across the brand.
The grid ratio is 8:5, which can be scaled up and down in relation to the content.
Examples
05 /
MORE
assets
White Background Photography
Machine Renderings
For additional questions or guidance,
please contact:
Brett Lange
Marketing Director
brett@clmbr.com
CLMBR ©2022