# Black Diamond — Brand Spec ## 01 Brand Overview Black Diamond is a Salt Lake City-founded maker of climbing, skiing and mountain apparel and hardware, built by and for the users who live in the vertical world. The brand fuses "Soul and Tech" — an engineer's obsession with performance gear and a climber's reverence for wild places. The identity is austere, high-contrast and athletic: black ink on light canvas, punctuated by a single burnt-orange signal. ## 02 Color Palette ``` - name: canvas role: bg hex: #f7f7f7 ``` ``` - name: ink role: subject hex: #000000 ``` ``` - name: primary role: accent hex: #cd4c1d ``` ``` - name: secondary role: highlight hex: #007aff ``` ``` - name: link role: surface hex: #0000ee ``` ``` - name: button-ink role: shadow hex: #121212 ``` ## 03 Typography - Primary (display): `'Futura Semi Bold', 'Futura PT', 'Century Gothic', sans-serif — headlines, product callouts, all-caps hero statements with wide tracking.` - Secondary (body): `'Instrument Sans', 'Helvetica Neue', Arial, sans-serif — running prose, product descriptions, UI labels.` - Mono (metadata): `'IBM Plex Mono', 'SFMono-Regular', monospace — prices, SKUs, spec metadata and numerics.` ## 04 Voice ### Values "Use. Design. Engineer. Build. Repeat. — we are a company of users, immersed in the sports we serve." ### Aesthetic High-contrast monochrome, editorial restraint, athletic minimalism, geometric all-caps, single burnt-orange signal, alpine grit ### Tone of Voice Direct, confident, gritty, purpose-built ## 05 Layout posture - Dense, edge-to-edge imagery with full-bleed alpine hero photography carrying most of the visual weight; type overlaid in white all-caps. - Zero-radius geometry — sharp rectangular cards, buttons and image tiles form a hard-edged modular grid. - Sections alternate between light (#f7f7f7) editorial zones and full black cinematic panels for drama. - Small orange metadata tags and thin black pill CTAs act as signature punctuation against restrained monochrome. ## 06 Anti-defaults - Never rounds corners — radius is 0px system-wide; no soft cards or pill imagery frames. - Avoids pastel or gradient-heavy palettes; color is black, white, grey and one orange only. - No decorative script or serif type — geometric Futura caps and neutral grotesque body only. - Avoids drop-shadow elevation; separation comes from color blocks and hard edges, not glow. - Body font is inferred as Instrument Sans per site facts; if not rendered, match a neutral grotesque. ## 07 Logo - The mark is a wordmark "Black Diamond" paired with the faceted diamond symbol — geometric, angular, all-caps, rendered in solid ink (shown here as a white knockout for dark backgrounds). - Provide both variants: black on light canvas, white knockout on black/photography. Maintain clear-space of at least the diamond glyph's height on all sides. - Minimum legible size ~24px tall for the diamond symbol alone; ~120px wide for the full lockup. - Never recolor the mark off-palette or apply gradients, outlines or shadows — it is a single flat ink or knockout only. ## 08 Imagery - Documentary adventure photography: climbers, trail runners and skiers in real alpine terrain, shot in available light with moody, overcast atmosphere. - Grand landscape scale — figures small against fog, granite and autumn forests; muted natural palettes that let the orange accent pop. - Product flat-lays on white for editorial "kit" storytelling ("Routes. Rock. Ready."). - Treatment favors desaturated cool tones, grain and grit; avoid glossy studio staging or over-lit fashion polish. - People are athletes mid-effort, never posed models — authenticity over aspiration. ## 13 Products - Best Sellers (product) - HEX (product) - Pants: Men's Dogma Pants (product)  - Climbing Apparel (product) - Hoodies: Women's Diverge Full Zip Hoody (product) - Shirts (product) - Insulation (product)  - Tees and Tanks (product)