Brand style guide · Concept brand
Desert Green
Mid-century modern t-shirts and golf polos inspired by the SoCal and Arizona desert. Original brand concept: name, logo, palette and identity system.
01 Logo system
- The saguaro badge is the hero mark and works on its own on polos and tees.
- Lockups always sit on Night or Saguaro. Use the one-color badge for single-thread embroidery and engraving.
- The copper starburst is a mid-century modern nod to Palm Springs signage. It always sits upper right of the cactus.
02 Color
- Night
#11281BRGB 17 40 27Badge field, dark backgrounds, packaging - Saguaro
#1F3B27RGB 31 59 39Primary brand green, buttons, UI - Dune
#EBD5A7RGB 235 213 167Wordmark, cactus, type on dark - Copper Sun
#BB6F1CRGB 187 111 28Star, badge border, accents
03 Typography
Aa
Fraunces Soft
Display & headlines · 600–700 · pairs with the soft-serif wordmark
Aa
DM Sans
Body, UI, product details · 400 / 500 / 700
Desert Green
Desert Green
Mid-century modern tees and golf polos for the desert.
04 Voice
- Write short and warm with a dry sense of humor, like a regular at a desert muni rather than a country club.
- Lean on place and era: Palm Springs modernism, Arizona sunsets, dawn tee times and the 19th hole at golden hour.
- Skip stuffy country-club clichés and overused golf puns.
05 Approved pairings
| Aa | Dune on Saguaro | 8.53:1 | AAA |
| Aa | Dune on Night | 10.88:1 | AAA |
| Aa | Night on Dune | 10.88:1 | AAA |
Copper Sun is the accent color. It appears in the star, borders, sale badges and large display type.