What it is, what it means, and how to use it.
Combining tall, condensed serif letterforms of model-like proportions with a thoughtful and energetic italic serif, our logo leaves a striking, enthusiastic, and editorial first impression.
Allowing for maximum flexibility, a centered, stacked configuration is the primary version of the logo.
Unlike like a lot of brand designs, our logo should be flexible enough to interact with and accommodate the content alongside it. As such, left- and right-justified iterations are acceptable when the content of a graphic composition demands it.
Use the height of the uppercase O in “Contrarian” as a guide for establishing clear space around the logo. (This rule can be broken, see example below.)
When doing so creates a more striking graphic composition (and without sacrificing legibility), you can feel comfortable splitting the logo’s words apart to create a border frame around other content.
The “CT” monogram is a powerful visual tool which allows us to brand modern social media platforms with a concise visual distillation of our primary logo while also affording us the chance to conclude important sentences with a branded and editorial punctuation mark.
Ink Black
Newspaper White
True American Red
Burlap Beige
Faded Navy
Sky Blue
Ash Grey
Carhartt Khaki
Letters & Words
Eyebrow/Subheadings - Wedding Gothic ATF Bold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1234567890!@#$%^&
Headings Emphasis - Elfkin
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1234567890!@#$%^&
Body/Paragraph - Avenir
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1234567890!@#$%^&
Use them sparingly and only where appropriate.
