---
name: "Black Diamond"
version: alpha
description: "Use. Design. Engineer. Build. Repeat. — we are a company of users, immersed in the sports we serve."
colors: 
  canvas: "#f7f7f7"
  background: "#f7f7f7"
  ink: "#000000"
  text: "#000000"
  primary: "#cd4c1d"
  secondary: "#007aff"
  highlight: "#007aff"
  link: "#0000ee"
  surface: "#0000ee"
  button-ink: "#121212"
typography: 
  display: 
    fontFamily: "'Futura Semi Bold', 'Futura PT', 'Century Gothic', sans-serif — headlines, product callouts, all-caps hero statements with wide tracking."
    fontSize: 48px
    fontWeight: 700
    lineHeight: 1.05
    letterSpacing: "-0.02em"
  body: 
    fontFamily: "'Instrument Sans', 'Helvetica Neue', Arial, sans-serif — running prose, product descriptions, UI labels."
    fontSize: 16px
    fontWeight: 400
    lineHeight: 1.55
  mono: 
    fontFamily: "'IBM Plex Mono', 'SFMono-Regular', monospace — prices, SKUs, spec metadata and numerics."
    fontSize: 13px
    fontWeight: 400
    lineHeight: 1.5
---
<!-- Source: https://northlit.ai/community/brands/black-diamond · v1 · Generated with Northlit · Remix: https://northlit.ai/community/brands/black-diamond -->
<!-- Unofficial interpretation generated by Northlit. Not affiliated with or endorsed by Black Diamond. -->

# Black Diamond
## 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.

### 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.** Direct, confident, gritty, purpose-built.

### 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.

Type sizes, weights and line-heights above are contract baselines derived from the brand's families — refine them in this file as the product's scale settles; the palette and families are the brand's own.
## Colors

- **canvas** (`#f7f7f7`)
- **background** (`#f7f7f7`)
- **ink** (`#000000`)
- **text** (`#000000`)
- **primary** (`#cd4c1d`)
- **secondary** (`#007aff`)
- **highlight** (`#007aff`)
- **link** (`#0000ee`)
- **surface** (`#0000ee`)
- **button-ink** (`#121212`)

## Typography

- **display** — 'Futura Semi Bold', 'Futura PT', 'Century Gothic', sans-serif — headlines, product callouts, all-caps hero statements with wide tracking. 48px/1.05, weight 700, tracking -0.02em
- **body** — 'Instrument Sans', 'Helvetica Neue', Arial, sans-serif — running prose, product descriptions, UI labels. 16px/1.55, weight 400
- **mono** — 'IBM Plex Mono', 'SFMono-Regular', monospace — prices, SKUs, spec metadata and numerics. 13px/1.5, weight 400

## Layout

- 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.

## Components

**Logo usage**

- 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.

## Do's and Don'ts

**Don't**

- 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.