General Prepper

Boost conversion — from $299

Hikers with backpacks crossing a mountain stream

R C

LOGO
BOOK

Version 1.0 / September ’26 Client / General Prepper Design by

The Journey Begins

Welcome aboard. Take a look at the itinerary for building and maintaining the General Prepper brand.

/ 01 Logo System

Sign Concept
Monochrome Versions
Color Versions & Backgrounds
Clear Space
Co-branding Clear Space
Incorrect Usage
Imagery Guidance

/ 01

Logo System

Download JPEG Download PNG Download SVG

YOU ARE HERE LOGO SYSTEM START FINISH COLOR SYSTEM TYPOGRAPHY DIGITAL PRESENCE

Tent

It represents safety and the confidence of always having a place to
recover, wherever the journey takes you. It also instantly connects the
brand to the outdoor and survival category.

Universal symbol of shelter & safety

Polaris (North Star)

A timeless symbol of guidance and navigation. It represents confidence
and the ability to find the right path — reflecting that the brand helps
people stay prepared for any situation.

Symbol of guidance & navigation

Mountains

A link to the original logo and a symbol of the outdoors. Mountains
represent the spirit of adventure, and their rugged shape reflects
strength and readiness for any challenge

Symbol of adventure & strength

Primary Horizontal Logo

Light

Balanced layout designed for web headers, navigation bars, email
signatures, and horizontal brand touchpoints.

Vertical Version

Inverted

Centered vertical layout. Designed for balanced
central alignment, merchandise, packaging, and
vertical print materials.

Secondary Stacked Logo

Inverted

Compact two-line layout. Designed for square media, centered
alignment, and general print collateral.

Badge Combination Logo

Light

Iconic badge layout designed for mobile apps, software
interfaces, physical tags, and digital media.

Brand Sign

Light

Standalone symbol without typography.
Designed for social media avatars, profile
pictures, app icons, and subtle branding.

Vertical Version

Brand Sign

Badge Combination Logo

Secondary Stacked Logo

Primary Horizontal Logo

To maintain visual integrity and contrast, always preserve a minimum clear
space around the logo equal to X (where X equals the height of the capital
letter “G”).

No other graphic elements, typography, or layout boundaries may enter this area.

Horizontal Lockup

When placing the General Prepper logo alongside partner
or sponsor logos horizontally, always maintain a minimum
combined clear space of 2X between them.

Ensure both logos are optically balanced in scale and weight.
Align elements along a shared central horizontal axis or a
common baseline.

Vertical Lockup

For stacked multi-brand placements, maintain a minimum
clear space of 2X vertically between the bottom of the
primary logo and the top of the partner logo.

For vertical lockups, align both logos along a central vertical
axis by default. Left alignment is permitted only when
required by asymmetric layout grids.

Incorrect Usage

To maintain brand recognition and visual identity, the logo must
never be altered, distorted, or modified in any way.

Always use the provided original vector master files.

01 02 03 04 05 06 Don’t distort proportions Don’t apply drop shadows Don’t change brand colors Don’t rotate the logo Don’t use outline Don’t use gradients

Imagery Guidance

Proper logo placement on photography preserves brand
recognition. Always choose clear, low-noise areas of the
background and avoid placement on highly detailed or low-
contrast textures.

Always test legibility across both mobile and desktop screens.

Correct Usage Correct Usage Incorrect Usage Incorrect Usage Apply the white inverted logo on dark, low-noise imagery to
preserve legibility. Always place the primary dark logo on light, clear outdoor
imagery and maintain high contrast. Don’t place white inverted logo on busy, highly detailed, or low-
contrast backgrounds. Don’t place the dark logo on busy images with unpredictable
tonal contrast.

/ 02

Color System

LOGO SYSTEM START FINISH YOU ARE HERE COLOR SYSTEM TYPOGRAPHY DIGITAL PRESENCE

Deep Forest

Safety & Nature

Deep Forest Green represents endurance, nature, and the
calmness of outdoor survival.

It grounds the brand in reliability and seamlessly connects our
equipment with natural environments.

Amber Sunset

Vitality & Safety

Amber Sunset represents the warm glow of a campfire, sunset
energy, and vital signal visibility.

It brings human warmth and comfort to the wilderness while serving as a
dynamic accent for critical safety features.

Primary

Deep Forest

Evokes the resilience, depth, and calm
confidence of dense northern pine forests.

Additional

Amber Sunset

Evokes the warm glow of a forest sunset,
representing safety and campfire warmth.

Green Main RGB CMYK Green Hover RGB CMYK Green Pressed RGB CMYK Green Dark RGB CMYK Green Light RGB CMYK Orange Main RGB CMYK Orange Light RGB CMYK Orange Light Background RGB CMYK

/ 03

Typography

LOGO SYSTEM START FINISH COLOR SYSTEM YOU ARE HERE TYPOGRAPHY DIGITAL PRESENCE

Cal Sans

Role: Logotype Only Source: Available via Google Fonts (Open-Source)

Outfit

Role: Headlines & Subheadings Source: Available via Google Fonts (Open-Source)

Inter

Role: Body Text, Buttons & UI Components Source: Available via Google Fonts (Open-Source)

Cal Sans is used exclusively for the General Prepper logotype. It features
bold, clean geometric letterforms that give the mark a strong and
structured aesthetic.

Outfit is a modern geometric sans-serif used for all primary headlines,
titles, and key subheadings across web and print. Its clean proportions
deliver a strong, confident, and reliable aesthetic.

Inter is a precision-crafted typeface optimized for screen readability.
It handles body paragraphs, product descriptions, UI components, and
technical documentation with maximum clarity.