Bartram Trail
Brand Guide
The core of our brand
Our Logo Suite
Primary Logo
Our Primary Logo is set in a low-contrast slab serif with a sans serif subhead to communicate the timelessness of the conservancy. William Bartram researched the area hundreds of years ago, and the conservancy plans on maintaining the area for hundreds more. The Logo is rounded out with a mountain scene behind a moth illustration to represent the landscape and life found on and around the trail.
Our Primary Logo is to be used on all official collateral. Use either the Full Combo Mark or the Word Mark depending on the placement. Only set it in the following approved colorways.
Logo Combo Full Color
Logo Combo Navy Cream
Logo Combo Navy
Logo Combo Cream
Word Mark Navy Medium Blue
Word Mark Medium Blue Cream
Word Mark Navy
Word Mark Cream
Moth
Our Moth is a symbol of the brand that exists in the middle ground between a design element and a logo. Only set it in the following approved colorways. It may be used on applications such as social media posts and merchandise.
Moth Navy Baby Blue
Moth Navy Cream
Moth Navy
Moth Cream
Icon
Our BT Icon is the simplest form of the brand. It references our Primary Logo through the use of the circular holding shape and "B" and "T" from "Bartram Trail".
This mark serves as the symbol of the brand when simplicity is required such as social profile photos and favicons. However, it may also be used in secondary colorways as a design element on applications such as social media posts and merchandise.
Icon Navy Cream
Icon Navy
Icon Navy
Icon Cream
Icon Forest Green
Icon Deep Blue
Icon Medium Blue
Icon Baby Blue
Icon Hunter Green
Icon Deep Brown
Icon Bartram Red
Icon Warm Orange
Bartram 250
Our 250 Logo celebrates the 250th anniversary of the Bartram Trail. It uses the same styling for "Bartram", the moth, and the mountain illustrations as our Primary Logo and incorporates our brand headline font for "250" to celebrate both where we've been and where we're going.
Our 250 Logo is to be used on all official Bartram 250 collateral. Only set it in the following approved colorways.
250 Logo Full Color Brown
250 Logo Full Color Navy
250 Logo Navy Cream
250 Logo Navy
250 Logo Brown
250 Logo Cream
our logo
Usage
Safe Space
When displaying any of the logo variations, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 10% the width of the logo.
*Of course, there are exceptions: subtle patterns or textures overlapping at 20% opacity or less are acceptable, as well as instances where the logo becomes part of the design itself.
Please Don't
Use unapproved color combinations or colors
Distort the logo and elements
Mask images into the logo
Place on backgrounds that make elements hard to read
Use alt fonts
Bartram in
Color
Primary Colors
Navy
- Hex #32485f
- RGB 50, 72, 95
- CMYK 88, 67, 42, 27
- Pantone 2376 C
Cream
- Hex #f8f6ef
- RGB 248, 246, 239
- CMYK 2, 2, 5, 0
- Pantone 3596 C @ 20%
Secondary Colors
These secondary colors should be used as pops of color to highlight key information such as subheaders and key graphic backgrounds.
Forest Green
- Hex #273c2c
- RGB 39, 60, 44
- CMYK 79, 50, 79, 57
- Pantone 6189 C
Deep Blue
- Hex #2B528B
- RGB 43, 82, 139
- CMYK 92, 74, 19, 4
- Pantone 4153 C
Medium Blue
- Hex #509fd7
- RGB 80, 159, 215
- CMYK 72, 21, 0, 0
- Pantone 299 C
Baby Blue
- Hex #bfe6f7
- RGB 191, 230, 247
- CMYK 26, 1, 2, 0
- Pantone 290 C
Hunter Green
- Hex #316467
- RGB 49, 100, 103
- CMYK 87, 44, 53, 21
- Pantone 2213 C
Deep Brown
- Hex #2b1d1d
- RGB 43, 29, 29
- CMYK 61, 72, 66, 74
- Pantone 7610 C
William Red
- Hex #a72327
- RGB 167, 35, 39
- CMYK 19, 100, 98, 11
- Pantone 7626 c
Warm Orange
- Hex #cc793a
- RGB 204, 121, 58
- CMYK 11, 65, 98, 1
- Pantone 715 C
typography
Our Font Families
Eyebrow/Subheadings - Neue Haas grotesk 65 Medium
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
1234567890!@#$%^&
Headings - larken light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890!@#$%^&
Body - Neue Haas Grotesk 55 Roman
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 1234567890!@#$%^&
Canva Alt Fonts
Eyebrow/Subheadings –
Helvetica World Bold
Headings –
The Seasons Regular
Body –
Helvetica World
Design Elements
Textures
These textures represent the journaling and mapping William Bartram did on his travels through the Eastern US. Use in key graphic applications such as social media posts and advertisements.
Brand Illustrations
These Illustrations are modern interpretations of Bartram's sketches to provide further texture to the brand. Use in key graphic applications such as social media posts and advertisements.
Bartram Illustrations & Maps
Bartrams original Illustrations are to be included in key graphic applications such as social media posts and advertisements.
Photo Bank
Current photos of the trail are to be used in key graphic applications such as social media posts and advertisements.
brand in action
Application
