Rise Up Pathfinder Brand Identity Guidelines
Welcome to the Rise Up Pathfinder brand guidelines. Use these resources and guidelines when preparing materials to consistently apply the identity. The resources provided are the toolbox needed to accomplish that goal.
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Logo
The Logo is the combination of a simple, modern Symbol with the Wordmark. Follow these guidelines to ensure it always looks its best. No changes to these files are permitted.
The primary version of the Logo is the horizontal one.
Always prefer this version unless you don't have enough horizontal space available to set it, in which case choose the vertical lockup.
The secondary form of the Logo is the vertical lockup.
It is the best version to use when there is limited horizontal space.
Clear Space
The Rise Up Pathfinder Logo must always be clearly visible, with clear space adhered to in most situations.
Keep a safe area around the Logo at all sides proportional to the Wordmark's height.
Don’t crowd the Logo. When placing other elements nearby, ensure minimum clear space for brand consistency.
Primary Logo Color
The Primary Logo (blue Symbol with black Wordmark) should be used over most backgrounds. Do not use this Logo on black or dark backgrounds. Use CMYK Logos for print at the link.
On dark backgrounds, use the blue-white Logo.
If the Logo doesn't contrast enough with the background, use the yellow-white version.
Black Logo suitable for printing or special occasions.
White Logo suitable for printing or special occasions.
Secondary Logo Color
The Secondary Logo (blue Symbol with black Wordmark) should be used over most backgrounds. Do not use this Logo on black or dark backgrounds. Use CMYK Logos for print at the link.
On dark backgrounds, use the blue-white Logo.
If the Logo doesn't contrast enough with the background, use the yellow-white version.
Black Logo suitable for printing or special occasions.
White Logo suitable for printing or special occasions.
Symbol
Rise Up Pathfinder Symbol is the most iconic and reductive way to brand the company as it's an abstract shape symbolizing the brands values.
The Symbol is a shorter version of the Logo.
Use the Symbol on its own only if you do not have enough room for the full Logo or in cases when the Rise Up Pathfinder brand has already been established. While the Symbol can exist without the Wordmark, the Wordmark should never exist without the Symbol.
To ensure legibility and preserve the Symbol, always keep a safe area around the Symbol at all sides proportional to the X height.
Symbol Color
The blue color Symbol should be used over most backgrounds. Do not use this Symbol on black or dark backgrounds. Use CMYK Symbols for print at the link.
Use the yellow Symbol for better contrast against the background.
Black Symbol suitable for printing or special occasions.
White Symbol suitable for printing or special occasions.
Favicon
The favicon is a simplified Rise Up Pathfinder blue Symbol.
The favicon is an icon that appears in browsers’ address bars, tabs, and bookmarks.
The sample favicon usage within a browser.
All Rise Up Pathfinder websites must use this favicon to enhance user experience and strengthen the brand.
Social Icon
The Social Icon is the simplest form of identification for the brand. The Symbol is utilized as the representation for the brand.
For most social networks that display the profile photo in a circular crop, use the white Symbol on a blue background.
The sample showcases the proper utilization of a profile photo for most social networks.
For social networks that display the profile photo in a square crop, use the blue Symbol on a white background.
The sample showcases the proper utilization of a square profile photo for social networks.
Color
Our color palette is strictly limited to specific colors and exact color values. Using any other colors is not allowed.
Blue at the Primary
Rise Up Blue
HEX: #1982c4
CMYK: 90 40 0 0
Crystal Blue
HEX: #6cbbec
CMYK: 50 10 0 0
Heavy Gray
HEX: #21272a
CMYK: 50 50 50 100
Soft Gray
HEX: #f7f8fc
CMYK: 0 0 0 5
Accent Colors
Watermelon Red
HEX: #ff595e
CMYK: 0 80 60 0
Lavender Violet
HEX: #6a4c93
CMYK: 70 80 10 0
Sunglow Yellow
HEX: #ffca3a
CMYK: 0 20 90 0
Apple Green
HEX: #8ac926
CMYK: 50 0 100 0
Color Palette
Blue 90
HEX: #0e4a6f
CMYK: 100 70 40 20
Rise Up Blue 75
HEX: #1982c4
CMYK: 90 40 0 0
Blue 60
HEX: #35a1e5
CMYK: 70 20 0 0
Crystal Blue 45
HEX: #6cbbec
CMYK: 50 10 0 0
Blue 30
HEX: #a3d4f3
CMYK: 30 5 0 0
Blue 10
HEX: #daeefa
CMYK: 10 0 0 0
Red 90
HEX: #c30007
CMYK: 10 100 100 10
Watermelon Red 75
HEX: #ff595e
CMYK: 0 80 60 0
Red 60
HEX: #ff7b7f
CMYK: 0 70 40 0
Red 45
HEX: #ff9fa2
CMYK: 0 50 20 0
Red 30
HEX: #ffc3c5
CMYK: 0 30 10 0
Red 10
HEX: #ffe7e8
CMYK: 0 10 0 0
Violet 90
HEX: #3d2c55
CMYK: 80 90 40 30
Lavender Violet 75
HEX: #6a4c93
CMYK: 70 80 10 0
Violet 60
HEX: #896bb3
CMYK: 50 60 0 0
Violet 45
HEX: #a993c8
CMYK: 30 40 00 0
Violet 30
HEX: #c9bcdc
CMYK: 20 25 0 0
Violet 10
HEX: #eae4f1
CMYK: 5 10 0 0
Yellow 90
HEX: #b28200
CMYK: 30 50 100 10
Sunglow Yellow 75
HEX: #ffca3a
CMYK: 0 20 90 0
Yellow 60
HEX: #ffd563
CMYK: 0 15 70 0
Yellow 45
HEX: #ffe18d
CMYK: 0 10 50 0
Yellow 30
HEX: #ffecb8
CMYK: 0 5 30 0
Yellow 10
HEX: #fff7e3
CMYK: 0 0 10 0
Green 90
HEX: #4f7316
CMYK: 70 40 100 20
Apple Green 75
HEX: #8ac926
CMYK: 50 0 100 0
Green 60
HEX: #a6dd4d
CMYK: 40 0 90 0
Green 45
HEX: #bee67d
CMYK: 30 0 65 0
Green 30
HEX: #d6f0ae
CMYK: 20 0 40 0
Green 10
HEX: #eff9df
CMYK: 5 0 15 0
Grayscale Palette
Black
HEX: #000000
CMYK: 50 50 50 100
Gray 99
HEX: #121619
CMYK: 0 0 0 100
Heavy Gray 90
HEX: #21272a
CMYK: 0 0 0 90
Gray 80
HEX: #343a3f
CMYK: 0 0 0 80
Gray 70
HEX: #4d5358
CMYK: 0 0 0 70
Smoky Gray 60
HEX: #697077
CMYK: 0 0 0 60
Gray 50
HEX: #878d96
CMYK: 0 0 0 50
Gray 40
HEX: #a2a9b0
CMYK: 0 0 0 40
Gray 30
HEX: #c1c7cd
CMYK: 0 0 0 30
Gray 20
HEX: #dbdfe4
CMYK: 0 0 0 20
Soft Gray 10
HEX: #f7f8fc
CMYK: 0 0 0 10
White
HEX: #FFFFFF
CMYK: 0 0 0 0
Typography
At the heart of the identity is our unique typographic voice.
Primary Typeface
The Figtree font is utilized as the primary font for all headings and titles.
Supporting Typeface
The Wix Madefor Text font is utilized for the paragraphs and body copy.
Accent Font
When emphasizing copy, use the Montserrat Alternates font sparingly.
Last updated 6 August 2024
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