Brand Guide

Come Sail With Us

Our brand is the visual expression of who we are and what we do. Our logo, colors, typefaces, and graphic elements combine to create a system rooted in authenticity, crafted with grit, and expressed with a wink. Use the guidelines below to make sure you are using our brand like a beautifully crafted wax seal. Don’t f**k it up!

Our Logo

Primary Logo Mark
This is the primary logo mark for VSSL. There is a textured version and a simple version of the logo mark. The textured version is preferred. Whether over white or black, the bronze logo is the preferred color. White or black can be used if needed for optimal contrast.

Simple Logo Mark
This is the simple version of the logo mark. The simple version should only be used when the logo needs to be very small, or if printing prohibits the use of texture.

Clear Space
To ensure adequate negative space around the logo, use the “S” as a unit of measurement for page edges or other design elements. This rule can be broken if creating a lockup with the logo and other type treatments or design elements.

Secondary Logo Mark
The flag logo is our secondary logo. This can logo mark is used more as a design element. Uses include within a collage, locked up with a line of text, on social media, or internal communications.

Clear Space
Clear space for the flag can be a lot tighter, since it is meant to be locked up with type. The “S” can be used as a unit of measurement but can be broken if it makes sense, compositionally.

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Primary Logo Mark

Primary Logo Mark

Simple Logo Mark

Simple Logo mark

Secondary Logo Mark

Secondary Logo Mark
Our Colors

VSSL’s primary color palette consists of iron, smoke, and bronze. Rich black can be substituted for iron for more dark tones, or as a substitution in order to achieve adequate contrast.

Bronze

#9B794E

Bronze

Once the strongest metal and always a precious one, this is the most prominent accent color in our palette. It should be used sparingly for things like logos, CTAs, small pieces of type, and vectors. You can use it as a larger background color in some instances—only when you feel like really sending it.

Iron

#050505

Iron

This color embodies the strength, durability, and grit of VSSL. It’s not black but it’s not not black. It’s definitely the most used color in our palette for everything like background colors, overlays on lithographs, text, logos, etc. It can also be used over a black background for subtle callouts or color blocks.

Smoke

#FFF

Smoke

Isn’t this just white? Yeah—but that name sucks. This is another common color in the palette, used for all sorts of things: background colors, typography, logos, vectors, etc. Use it, but don’t use it too much. Keep things dark, dude!

Typography

VSSL’s primary typefaces are Gotham and Harbour. Montserrat can be used as a substitution for Gotham when custom fonts are not available.

Gotham Black

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Gotham Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Gotham Condensed Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Harbour Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

Our Visual Assets

Juan Cousteau
Juan Cousteau is one of our kookier crew members. He’s a salty diver that always has a lot to say but it’s usually unclear what he’s trying to say. It’s possible that he went too long without enough oxygen while diving. Or maybe it was the plumes of smoke coming out of his dive helmet while he was underwater…

Scurvy
Scurvy is our most well-travelled crew member. Rather than stamps in his passport, he gets a new tattoo wherever he visits. He lost his leg during a weird incident in Thailand (we still haven’t gotten the full story). Despite the fact that he’s been to so many places, he still looks unimpressed.

Juan Cousteau

Juan Cousteau

Scurvy

Scurvy