Brand kit · v1.0
A topographic identity for a technology outfitter.
The system is a USGS quadrangle sheet at dusk: contour lines as structure, elevation bands as hierarchy, mono type for anything that is really data. Everything below is downloadable and safe to hand to a printer or a contractor.
Logo pack
Nine files, one mark
The mark is a two-summit range cut by contour lines, with the snowfield above the treeline and a datum rule beneath — the same three elevations the service tiers use.
Palette
Rock, snow, and one warm hour
Cold neutrals carry the page. Glacier is the only colour allowed to be interactive, which is what makes a link unmistakable. Alpenglow appears in the sky gradient and the veteran-owned star, and nowhere else.
Typography
Three voices, no overlap
Display — Archivo, expanded 112–118%, weight 700
Wide and sturdy, like a trailhead sign. Headlines only — never body copy.
Body — Public Sans, 400/500/600
Plain, legible, unfussy. It has to survive an invoice, a rate card and a 400-row table without asking for attention.
Data — IBM Plex Mono, 400/500
KAS‑VSAX‑EP $ 4.60 2,400 ft
Every SKU, price, phone number, elevation and label. Tabular figures so columns line up.
Rules
Do and do not
Clear space
Keep a margin equal to the height of the mark's snowfield band — about one quarter of the mark's height — on all four sides.
Minimum size
Mark: 24 px or 0.25 in. Horizontal lockup: 150 px or 1.5 in. Below that, use the favicon artwork.
Do not recolour the mark
Use one of the supplied variants. For a single-colour context use mark-mono.svg, which inherits currentColor.
Do not stretch, rotate or outline
No drop shadows, no gradients over the mark, no tilting it to match a slide. The contour lines break down fast.
Keep the contour rule quiet
Section dividers sit at 50% opacity in granite. They are structure, not decoration — do not scale them up as a graphic.
Elevations are fixed
Trailhead 2,400 ft · Timberline 6,200 ft · Summit 10,800 ft. Those numbers are part of the tier names now. Do not invent new ones.
Relationship to Activity3
A sister mark, not a competing one.
Activity3 keeps its own logo and voice for managed IT, cybersecurity and custom software. Unified NW carries the alpine mark and always names the parent: "The licensing, connectivity and procurement arm of Activity3, LLC."
In co-branded material, Activity3 leads and Unified NW follows, separated by a hairline rule in granite. Never lock the two marks into a single new composite.
