Rebranding Part Three: Supporting Elements

According to marketing master Seth Godin, branding is “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” 

A logo is not branding. A logo is part of it. Branding involves everything around your brand, from how you communicate with your audience to the imagery and colours you use to talk about what you do. It reflects your values and acts like your guiding star along the way.

Our brand persona is bold and adventurous, yet caring and friendly. Our voice will be a testament to that. We won't hold back in what we need to say or the lengths we'll go to find the right stories to tell, but we'll be warm and friendly all the way. Building a community of friendly strangers who would join us on tree planting mornings and hiking sunsets. 

Image Treatment and Colour Palette

Our brand will be centred around memorable stories from the past and optimistic views for the future. Which means it will come loaded with nostalgia and intrigue. For this reason, our image treatment will be darker, with accentuated shadows and slightly desaturated colours. Allowing room for reflection and imagination. 

Our colour palette will be in sync with those opposing ideas. We chose a sunset by the mountains to represent us. Tones of pine needle greens and imperial blues blend to create layers in the landscape, while a rusty orange transitions into a harvest gold yellow that sets behind the tallest peak. Understanding the world around us is at the core of our mission. And it all starts with our relationship with nature. 

Typefaces & Taglines

We’ll have variable supporting font families for digital communications and print based on the objectives and vision of each publication. For digital communications and website content we’re currently using Acumin Pro and IvyJournal.

Brand Values

There will be plenty of crossroads along the way, and that is why we want to establish some grounding rules that will remind us to stay on-course through the highs and lows. 

Kindness above everything

Everyone has a mountain to climb, and we want to be a friendly read along the way.

Respect

Part of being human means respecting and protecting ourselves, our fellow humans and all the natural beings around us.

Gratitude

To Mother Nature and all forms of life. To all the opportunities we've had and the people around us: friends, family, colleagues, and strangers who smile for no reason.

Integrity

Being true to ourselves. We choose to share stories that we believe will provide value to our readers.

Collaboration

We strive to foster positive relationships within our community. Help each other and be there for one another.

Diversity and inclusiveness

We acknowledge some face more challenges than others. We are here to learn, and we value everyone, no matter race, gender, colour, beliefs or background.

Transparency and independence

We owe it to our readers to stay honest and always have their best interests in mind. We are open to feedback and questions.

Environmental responsibility

Although there’s no such thing as living a completely “ethical life,” it is not about having the answers; it is about being open to wrestling with difficult questions. We know we're not perfect, but we try to consciously use our resources and minimize our ecological footprint within our practices.

This is just the beginning. Things will change, be shaken, get challenging and achieve milestones. It will be a wild ride, but we’re excited to see how our brand grows simultaneously with how we, as individuals, do.