Brand kit
Brand guidelines
Logos, colors, type, and the rules that go with them — for our ambassadors, partners, and press.
Anything with our name on it needs to follow these guidelines. Work that doesn't will be sent back for changes before it can go live.
The short version
Four rules
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Horizontal logo or the icon
Those are the only two marks. Use the full horizontal logo wherever it fits; use the icon on its own when space is tight.
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Never alter the logo
No stretching, rotating, recoloring, effects, or rearranging. Use the files below exactly as they are.
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Poppins, always
Every word you set next to our brand is in Poppins. No substitutes.
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Red, black, white
Stick to the brand palette. Never tint or swap the Bold Red.
Logos
Download the marks
Two marks, nothing else: the horizontal logo and the icon. SVG for print and merch, PNG for everything else.
PNG files have a transparent background. Please don't redraw, trace, or screenshot the logo — always start from these files.
Clear space & size
Give it room
Clear space
X is the height of the icon. Keep at least half of X clear on every side — no text, graphics, or edges inside that space.
Minimum size
Below these sizes the wordmark stops reading. If you need it smaller, use the icon on its own.
Usage
Right way, wrong way
If you're not sure whether something works, it probably doesn't — send it to us first.
Do
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Do
Horizontal logo on light backgrounds
White, bone, or light photography — keep the wordmark black.
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Do
Reversed logo on black
Use the reversed file on black or very dark backgrounds.
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Do
Reversed logo on dark photography
Only where the image is dark and calm enough for the logo to read clearly.
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Do
Icon when space is tight
Profile pictures, favicons, small corners. Always on its red square.
Don't
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Don't
Don't stretch or squash it
Always scale proportionally — lock the aspect ratio.
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Don't
Don't rotate or tilt it
The logo always sits level.
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Don't
Don't recolor it
No new colors, gradients, or tints — use the files as supplied.
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Don't
Don't add effects
No drop shadows, outlines, glows, bevels, or textures.
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Don't
Don't rearrange it
The icon and wordmark stay side by side, in that order. No stacked or custom lockups.
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Don't
Don't use the wordmark alone
The wordmark never appears without the icon. If space is tight, use the icon by itself.
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Don't
Don't retype the name
The wordmark is custom artwork — never set "Bold Aviator" in a font to stand in for the logo.
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Don't
Don't use it with low contrast
The black logo on a dark background disappears. Switch to the reversed file.
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Don't
Don't place it on busy backgrounds
Patterns and cluttered images fight the logo. Give it a clean, calm field.
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Don't
Don't crowd it
Keep text, graphics, and edges outside the clear space.
Color
Red, black, white
Stark and simple. Red, black, and white do the work; bone and cream are supporting backgrounds. Click a hex value to copy it.
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Bold Red
- HEX
- RGB
- 194, 0, 26
Our color. The icon square, buttons, and the one accent that matters. Never tint, shade, or swap it.
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Black
- HEX
- RGB
- 10, 10, 10
The wordmark, headlines, and body copy.
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White
- HEX
- RGB
- 255, 255, 255
Backgrounds and the reversed logo.
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BoneSupporting
- HEX
- RGB
- 247, 244, 238
Warm off-white for backgrounds.
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CreamSupporting
- HEX
- RGB
- 237, 231, 218
Tinted panels and blocks.
Typography
Poppins. Always.
Poppins
Poppins is our only typeface — headlines, captions, graphics, all of it. Headlines run heavy and uppercase; body copy stays Regular. It's free from Google Fonts.
The logo's wordmark is custom artwork, not Poppins — use the logo files, never retype it.
- Resume Own Navigation
- Apparel for the aviation-obsessed
- Shop the collection
- For those who live their lives by a compass, not a clock.
Naming & tagging
Say it right
- Bold Aviator — two words, both capitalized. Never "BoldAviator", "Bold Aviation", or "BA" in copy.
- Resume Own Navigation® — our registered trademark. Always with the ®, always these three words.
- Tag us — @boldaviator on Instagram and TikTok, and use #resumeOwnNavigation.
Not sure? Send it over.
Send drafts to us before they go live — we're quick. We review anything that carries our name, and we may ask for changes or for content to come down if it doesn't follow these guidelines.