Identity System · v3
A rugged, editorial system for expedition-grade gear.
Wild10Basecamp evokes deep water, evergreen forest, cold air, canvas equipment, stone, and firelight. Use this guide to keep every surface—web, social, print—cohesive and premium.
Logo usage
- • Preserve transparency and aspect ratio.
- • Do not recolor, outline, bevel, or shadow the mark.
- • Keep clear space equal to half the mark's height.
- • Minimum height: 34px sticky, 38px mobile, 46px desktop.
Approved palette
Midnight Fjord dominates dark surfaces. Deep Pine carries the brand. Trail Orange appears once per screen. Never combine more than three accents in a single component.
Typography
Wild10Basecamp uses a sturdy editorial serif for headlines and a clean sans-serif for interface text. Body copy sits at 16–18px with generous line height, never below 1.55.
Metadata, filters, buttons, and tables stay in the sans family for maximum legibility.
Buttons & badges
Use Trail Orange for one conversion action per view. Golden Lichen marks quality — ratings, awards, editor picks. Glacier & Ice Blue carry data, weather, and selected states.
Tone & don'ts
Do
- • Sound like a trusted guide, not a salesperson.
- • Favor specifics: grams, denier, temperature ratings.
- • Use authentic wilderness photography.
- • Alternate Canvas, white, and Midnight Fjord sections.
Don't
- • No neon, purple gradients, or generic SaaS blue.
- • No distressed, western, or camouflage typefaces.
- • No orange glow, drop shadows, or bevels on the logo.
- • No stock photos of posed models beside spotless tents.