ELEMENTS

Scroll down to learn about the key elements of the Archer brand identity.

Logo

The Archer logo is the most important expression of our brand so don’t alter, colorize or separate it.

Its composition provides a sense of dynamism and movement.

The A and E have been carefully crafted to share similar characteristics to the symbol, itself designed from the letter A, unifying the two elements.

Logo Clearspace

To preserve integrity always use the correct clear space around the logo.

Use the A of the wordmark to determine the clear space requirement.

MINIMUM WIDTH
Print width: 1 inch
Standard display: 75 px
Retina display: 150 px

Logo Colors

The logo comes in black or white. Use the version of the logo that gives most contrast to the background you’re using.

Don’t alter the color of the logo.

DEEP BLACK
HEX: #000000
RGB: 0 0 0
CYMK: 75 68 67 90
PMS: Process Black

BRIGHT WHITE
HEX: #FFFFFF
RGB: 255 255 255
CYMK: 0 0 0 0

Fonts

There are just two versions you’ll need to use:

  • Archivo Thin

  • Archivo Bold

Font Application

For titles and body copy use

  • Archivo Thin

  • Title case or sentence case

For eyebrows and subheadlines use

  • Archivo Bold

  • All-caps

  • Tracked out

Color

The three main brand colors are:

  • Bright White: Which has a clean futuristic feel

  • Technical Sand: Provides a sense of warmth and connection to the earth

  • Deep Black: Accent color used for text and other top level graphic elements

BRIGHT WHITE
HEX: #FFFFFF
RGB: 255 255 255
CYMK: 0 0 0 0

TECHNICAL SAND
HEX: #E5E0D9
RGB: 229 224 217
CYMK: 9 9 13 0
PMS: 400 C (50%)

DEEP BLACK
HEX: #000000
RGB: 0 0 0
CYMK: 75 68 67 90
PMS: Process Black

Imagery

Archer imagery has an advanced, human and positive tone.

Download images from the library and use them to help create a connection between your work and the viewer.