Overview

The Camping Outdoors brand is positioned to appeal to young professionals who live an active, mostly urban outdoor lifestyle. The Camping logotype speaks to the idea that: “Our true selves can best be realized in outdoor settings. A break from the stress of urban life can often be found just beyond our doorstep in the many wild and untamed conservation areas and provincial parks of southern Ontario.

We should all strive for true adventure in these untamed spaces; to be ecologically responsible and to take full advantage of the opportunity to recharge both physically and mentally in the great Canadian outdoors.” —J. B. Avent, Founder & CEO of the target demographic of Camping Outdoors is educated on what they need they are the environmentally conscious age from 21 to 34-year-olds. This sector of the population engages in outdoor activities such as walking, hiking, and biking two or three times a week on average.

They also plan a multi-day canoe or backpacking trip into more remote outdoor locations at least once a year. Designed for style and comfort, high-quality Camping branded apparel and gear can be used in both local and remote rugged and wild settings. The brand favours an urban chic, athletic aesthetic. Loyal customers look for the Camping brand to ensure they have purchased high-quality, well-made and durable outdoor items to help them stay active and fit as they explore the many wild places of Southern Ontario.

A Camping Ground

LOGOTYPE

These are the only acceptable versions of the Camping logotype. The Camping symbol may only be used on tags fixed to apparel and gear. The logotype and symbol should not be used in ways other than outlined here on this page. It is preferred that the PMS full-colour version of the logotype is used wherever possible in all digital media and on printed marketing materials. The symbol can only be used on tags and labels found on the inside, or attached to branded items.

The symbol can only be used on a tag fixed to apparel or gear. Do not use the logotype and symbol together in media or on printed materials.

The minimum size the logotype should be reproduced.

Clear space requirement between the logotype and the edge of items, text or other logos.

POPLAR PRIMARY COLOURS

Colour is key to reinforcing our urban chic, athletic aesthetic brand story. The Vibrant Green and Deep Pine are complimented: by the Sunset Yellow, Midnight Blue and Shadow Grey. Collectively, the colour scheme is designed to visually reinforce the free spirit of individuals who embrace an active urban outdoor lifestyle.

SUPLIMENTARY COLOURS

The supplemental colours should only be used for flat colour graphical elements, tags on apparel and gear, and to digitally colourize compelling visuals that reinforce the Poplar brand.

TYPOGRAPHY

Our brand font for all typographical elements is Fira Sans. This is the font family used throughout this document. Its versatility is demonstrated in each layout. Even though there are a variety of Fira Sans font family variations available to be installed from the Adobe font manager, you may only use Fira Sans for this brand.

TYPOGRAPHY

For taglines and marketing text designed for visual emphasis as a part
of social media graphics, video and other multimedia applications, exclusively
use Fira Sans Extra Bold, or Ultra and set in all caps. No other varieties of
Fira Sans should be used.