Brand style and usage guidelines for Jessup Archery. Brand identity designed by Laceyleigh Design in 2021.

2. 2
LOGO BREAKDOWN........................................................... 3
LOGO LOCKUPS................................................................. 4
LOGO GUIDELINES............................................................ 5
LOGO COLORWAYS............................................................ 6
COLORWAY GUIDELINES.................................................. 7
COLOR PALETTE................................................................ 8
PALETTE TECHNICAL SPECIFICATIONS.......................... 9
TYPOGRAPHY..................................................................... 10-11
IMAGERY............................................................................. 12-13
BRAND IN ACTION............................................................. 14-15
TableofContents

3. 3
LogoBreakdown
MINIMUM SPACING
RATIONALE DIAGRAM
Allow a full “S” character space around the
logo to ensure adequate spacing between
this and other elements.
Iconbasedonadividedcircle.ThecharactersJand
A formed from the pure shape. The arrow pointing
to the text, Jessup Archery
Jessup Archery is spelled out in Fira Sans and
hand kerned . Jessup takes precedence and the
J is slightly enlarged in order to dip below the
baseline and interact with the word archery.
The “speed lines” add action and intent to this
symbol. Dividing the areas into five sections, this
also represents the five members of the Jessup
family, all archery enthusiasts.
The arrow is the symbol that signifies that this
brand is associated with archery. The arrow
interacts with the characters by forming the cross
bar of the A, which visually acts as a bow ready
to propel the arrow forward. The upward slant to
the arrow is dynamic and positive in it’s intended
trajectory.

4. 4
LogoLockups
ICON ONLY
VERTICAL/ STACKED LOGO
HORIZONTAL LOGO

5. 5
LogoGuidelines
DO NOT stretch, shrink, warp or
distort the logo in any way.
DO NOT change the lockups
DO NOT place on similar colored
background.
DO NOT change the colors of the
logo.
DO NOT use the logo in a
sentence or in body copy.
DO NOT add effects to the logo.
Itatus, tecus rerum vellabo
rersperum venis
dolorei catem. sus et periam
aut labo. Itaecatium et et eru
WHAT NOT TO DO

6. 6
LogoColorways
NO GRADIENT VERSION
BLACK VERSION
COLOR VERSION
WHITE VERSION

7. 7
ColorwayGuidelines
PRINT
Print images are optimized at a minimum of 300dpi (dots per inch).
Use one of the following formats:
JPG: ensure that the file is high resolution (300+dpi) for the highest quality
EPS: Scalable vector format. Ask printer for preference.
SVG: Scalable vector format. Ask printer for preference.
PDF: Most common and easiest for sharing. Good for in-house printing and professional
print houses.
Color Profile: CMYK and/or Pantone
WEB
Web and social media images and graphics are optimized at 72ppi (pixels per inch).
Use one of the following file formats:
JPG: ensure that the file is low resolution (72ppi) for the quickest load time
PNG: supports transparency and a wide range of colors, but is a heavier file
GIF: supports animation and transparency, but has a limited color range
SVG: scalable to any size and high color range, but is not supported by social media sites.
Color Profile: RGB or HEX
Use the white version on dark backgrounds where the color option is not an option. This is often version
is often used on swag or t-shirts when the shirt is the brand color.
Use the black logo on light colors or in black and white applications. Also acceptable on merchandise.
Use white logo on dark colors or in black and white applications. Also acceptable on merchandise.
Use full color gradient version in digital, online, and full color print applications.
Use the no gradient version for merchandise.

8. 8
ColorPalette
Forest
Pantone: 357C
HEX: 185a31
RGB:24.90.49
CMYK: 87.38.95.36
Flame
Pantone: 166C
HEX: E35205
RGB: 224.84.37
CMYK: 6.82.100.1
Gold
Pantone: 110C
HEX: DAAB28
RGB: 218.171.40
CMYK: 16.32.100.0
Rich Earth
Pantone: Black C
HEX: #D2926
RGB: 45.41.38
CMYK: 67.64.66.68
Light Blue
Pantone: 318C
HEX: #8BD2DF
RGB: 139.210.216
CMYK: 43.0.16.0
COLOR CODES
Pantone: Pantone are otherwise known as “spot” colors. These are primarily used to match colors accurately
across applications. This will be most useful when working in print.
HEX: This color code will is often used to dial in specific colors on the web.
RGB: This color code is primarily used to dial in specific colors on the web, but you may also find it in desktop
applications such as Word or Keynote.
CMYK: These codes, along with Pantone spot colors will be used in print applications.

9. 9
PaletteTechnicalSpecifications
ABOUT THIS PALETTE
The Jessup Archery palette appears to be fun and knowledgeable. The hues are versatile - from fun adventures to
learning the ropes. The orange and green are bright and grade into gold (their shared hue) to create a somewhat
retro, cool kid vibe. This brand personality equates to someone you admire and trust, but do not find intimidating. It
is friendly, open, and welcoming.
ACCESSIBILITY
For people who are colorblind the palette will look like the graphic below.
The light blue is a great background for the logo as there is ample contrast (see example left).
Neither the gold,orange, or green should not be used behind the logo as it will render that color invisible.
Do not use the gold or light blue for text unless it is on the brown or green. Use sparingly as this will be difficult to
read in any more than a few words.
Do not use flame for text except on white and as a heading, smaller text will be difficult to read.
Do not use forest for text except on white.
Use the rich earth in place of black when possible (this text is an example).
COLOR BLIND SAFE ACCESSIBILITY CHECK RESULTS

10. 10
Typography
AaBbCcDdEeFfGgHhIiJjKk
LlMmNnOoPpQqRrSsTtUuVv
WwXxYyZz0123456789
BAHNSCHRIFT BOLD CONDENSED
Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx
Yy Zz 0123456789
BAHNSCHRIFT SEMILIGHT
Aa Bb Cc Dd Ee Ff Gg Hh
Ii Jj Kk Ll Mm Nn Oo Pp
Qq Rr Ss Tt Uu Vv Ww Xx
Yy Zz 0123456789
BASKERVILLE ITALIC
Note: All weights are allowed within the Bahnschrift font suite. Please limit Baskerville to italic variants only.
HEADING
The Bahnschrift font family should be
implemented on most applications as a header
typeface, preferably Bold Condensed.
BODY
The Bahnschrift font family should be
implemented on most applications as a body
copy typeface, preferably SemiLight.
ACCENT
The Baskerville Italic font has been
incorporated into the brand suite for use in
pull quotes and applications where we seek to
convey a personal touch. This type is support
only type. It should never be the dominant font
on any branded piece.
ONLINE ALTERNATIVE
Allfontsinthissuitearewebfriendly.However,
when those fonts are unavailable, the
appropriate alternates have been designated.

11. 11
Typography
We complete archery and hunting equipment reviews,
archery equipment maintenance and tuning services
and videos, custom arrow building, archery instruction
and here soon we’ll offer wrist slings and archery
apparel. The problem we solve for our local customers
is we fill a gap in our community with our service.
Typically, archers don’t utilize or are wary of utilizing
big box stores for professional maintenance, and there
is only one dedicated archery shop in the Omaha area.
Through our online presence, we hope to add simple,
easytoapproachanduniquepresenceastherearemany
YouTube channels and Facebook pages that cover many
of the same topics, albeit dauntingly, whether archery
maintenance, instruction or hunting in general.
WhoWeAre
Our atmosphere, an encouraging, easy to
understand and digest approach, one that
not only supports producing our own con-
tent but the local archery community as
well through sharing news and events.”
BODY
Bahnschrift SemiLight
Online Alt: PT Sans Regular
HEADING
Bahnschrift Bold Condensed
Online Alt: PT Sans Narrow Bold
ACCENT/PULL QUOTE
Baskerville Italic
Online Alt: Libre Baskerville Regular Italic

12. 12
ImageryExamples
Image Sources(clockwise from top left.):
• Stock (requires license): Shutterstock.com: www.shutterstock.com. Image number 307547186
• Royalty-Free: Unsplash.com: philipp-pilz-iQRKBNKyRpo-unsplash.jpg
• Royalty-Free: Unsplash.com: matthew-smith-VXTY7MN379Y-unsplash.jpg
• Stock (requires license) Canstock.com: modern-hunter-with-a-bow-and-arrow-stock-photo_
csp49865629.jpg
• Royalty-Free: Unsplash.com: zoltan-tasi-APvZiFU7v1A-unsplash.jpg
• Royalty-Free: Unsplash.com: possessed-photography-N4gn-eLEIwI-unsplash.jpg
• Royalty-Free: Unsplash.com: possessed-photography-_E1PQXKUkMw-unsplash.jpg
• Stock (requires license) GettyImages.com: gettyimages-685014059-612x612.jpg
• Royalty-Free: Unsplash.com: neonbrand-FoiZoPtxSyA-unsplash.jpg
• Stock(requireslicense):Shutterstock.com:man-hunts-forest-bow-hunter-260nw-1437719165-.jpg

13. 13
ImageTechnicalSpecifications
PRINT
Print images are optimized at a minimum of 300dpi (dots per inch).
Use one of the following formats:
JPG: ensure that the file is high resolution (300+dpi) for the highest quality
TIFF: High quality, but heavy file size.
EPS: Scalable vector format. Ask printer for preference.
SVG: Scalable vector format. Ask printer for preference.
PDF: Most common and easiest for sharing. Good for in-house printing and professional
print houses.
Color Profile: CMYK and/or Pantone
WEB
Web and social media images and graphics are optimized at 72ppi (pixels per inch).
Use one of the following file formats:
JPG: ensure that the file is low resolution (72ppi) for the quickest load time
PNG: supports transparency and a wide range of colors, but is a heavier file
GIF: supports animation and transparency, but has a limited color range
SVG: scalable to any size and high color range, but is not supported by social media sites.
Color Profile: RGB or HEX

14. 14
BrandinAction:SocialProfileandBackgroundMock-up

15. 15
BrandinAction:T-shirt

16. BRAND IDENTITY DESIGN BY
LACEYLEIGH.DESIGN
LACEYLEIGHDESIGN@GMAIL.COM