# Range & Roost — Brand Guidelines

## Working Draft

A heritage identity for a small Louisiana & Mississippi sporting-land company. The three game animals — whitetail, mallard, eastern tom — carried as classical sporting devices, not as portraits.

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## Positioning

Range & Roost finds quiet, unimproved land in south and central Louisiana and southwest Mississippi, then turns it into property that's ready to hunt the day a buyer takes the keys. Trails, food plots, feeders, blinds — the months of work between raw acreage and a turn-key tract.

## Voice & tone

- **Spare.** A sentence per idea. No padding.
- **Plain.** Words you'd hear at a camp house, not on a brochure.
- **Specific.** Acres, parish, watershed, kind of timber.
- **Quiet.** The work shows; the brand doesn't announce it.

Avoid: superlatives ("premier", "ultimate", "world-class"), marketing verbs ("unlock", "elevate"), exclamation points.

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## Logo system

### Primary lockup
A vertical heritage crest, top to bottom:

1. **Antlers.** A symmetric eight-point whitetail rack, drawn as engraved line work — the deer element.
2. **Hairline + brass diamond.** A small ornament separating crest and wordmark.
3. **Wordmark.** `RANGE & ROOST` in Cormorant Garamond caps with a brass italic ampersand. `SPORTING LAND CO` set below in spaced caps.
4. **Crossed feathers.** A slim duck primary on the left, a barred turkey tail on the right — the two bird elements.
5. **Tagline.** `Louisiana · Mississippi · Est. MMXXV` in brass italic.

Use for: masthead on the website, letterhead, gate signage, the front of any deliverable where the brand has room to breathe.

**Minimum width:** 220 px on screen / 60 mm in print.

### Antler mark
The antler rack alone, set above an `R&R` monogram and a small `EST · MMXXV` line. The working mark — small applications where the full crest is too dense.

Use for: business-card corners, signet stamps, photo overlays, the icon for app or social profile.

**Minimum size:** 36 px on screen / 14 mm in print. Below that, drop to the wordmark or just the monogram.

### Wordmark
The horizontal `RANGE & ROOST` set alone — no crest, no feathers. For tight header bars, email signatures, footers.

### Clear space
Reserve clear space equal to the cap-height of the wordmark on all sides of any mark. Never crowd.

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## The three game — what the elements mean

| Element                | Animal             | Season role                            |
| ---------------------- | ------------------ | -------------------------------------- |
| Antlers (8-point rack) | Whitetail buck     | Fall · the upland tract                 |
| Duck primary feather   | Mallard (et al.)   | Winter · flooded timber, GTRs           |
| Turkey tail feather    | Eastern wild tom   | Spring · open hardwood, creek roosts    |

The three elements always travel together inside the primary lockup. They aren't separated into individual icons — the crest is the brand.

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## Colour

| Token | Hex     | RGB             | Use                                            |
| ----- | ------- | --------------- | ---------------------------------------------- |
| Pine  | #1F3D2C | 31, 61, 44      | Primary — marks, headlines                     |
| Linen | #EFE7D4 | 239, 231, 212   | Ground — paper, page, default surface          |
| Brass | #A8884E | 168, 136, 78    | Accent — ampersand, rules, ornaments           |
| Rust  | #B5562F | 181, 86, 47     | Secondary accent — sold-stamps, status, alerts |
| Sage  | #6B7A5A | 107, 122, 90    | Quiet — secondary surfaces, illustration fills |
| Ink   | #181815 | 24, 24, 21      | Body text, full-bleed photography              |

**Pairings:**
- Pine on Linen (primary)
- Linen on Pine (reverse — signage, dark hero)
- Brass for restrained accents — never body text or large fields
- Rust precious, used sparingly — never as a fill behind type

---

## Typography

**Display: Cormorant Garamond**
- Weight 500 for the wordmark and headings
- Italic 500 for accents and the ampersand
- Letter-spacing 0.10–0.14em at display sizes
- All-caps treatments: 0.30em+ tracking

**Body: Source Serif 4**
- Weight 400 for body copy
- Weight 500 for emphasis
- Italic 400 for callouts

**Font stacks** (CSS):
```css
font-family: 'Cormorant Garamond', 'EB Garamond', Garamond, 'Times New Roman', serif;
font-family: 'Source Serif 4', Georgia, serif;
```

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## Imagery direction

- Quiet landscapes. Low light, available light only.
- Land before improvement — bottoms, hardwood, scrub, pine flats.
- Tools, blinds, plots in their working state. No people-in-the-photo selling.
- Slight desaturation in post — lean toward linen-and-pine tones.

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## Don't

- Don't extract the antlers, the wordmark, or the feathers and use them as standalone icons outside of the lockup and the antler mark. They're designed as a system.
- Don't replace any of the game-animal elements with a different species or a literal animal silhouette.
- Don't tilt, distort, or animate the lockup. It sits upright.
- Don't replace the `&` with the word `and`.
- Don't add drop shadows, gradients, or "vintage texture" overlays.
- Don't use Brass for body text or for large coloured fields.
- Don't use Rust outside of small accents.

---

## Production notes

- Final logo files should be delivered as path-only SVGs (text converted to curves) for total portability across devices that may not have Cormorant Garamond installed.
- A PNG favicon set (16, 32, 48, 180, 192, 512) should be generated from `favicon.svg` for legacy support; modern browsers consume the SVG directly.
- In print, the wordmark may be set in Adobe Caslon Pro or Adobe Garamond Pro when Cormorant Garamond is unavailable.
- Brass should be specified in print as a warm metallic gold (Pantone 871 C / 873 C in foil; 7503 C / 7510 C in flat ink).
- Rust matches Pantone 7586 C (or 16-1448 TCX Bombay Brown as a close textile equivalent).