01 · Color

A field-ready palette of forest, river, and bronze.

The AnglerPass system is anchored by three audience accents — forest for landowners, river for clubs, bronze for anglers — plus a quiet supporting set drawn from the natural environments we operate in.

Primary

#0F2219

Forest Deep

Anchor surfaces — dark heroes, footers, premium accents.

bg-forest-deeptext-forest-deep

#1A3A2A

Forest

Primary brand color. Landowner audience accent. Use for hero text on light surfaces and primary actions.

bg-foresttext-forestborder-forest

#3A6B7C

River

Club audience accent. Secondary actions, hyperlinks, focus rings.

bg-rivertext-riverborder-river

#9A7340

Bronze

Angler audience accent. Premium CTAs, partner badges, editorial highlights.

bg-bronzetext-bronze

#2A2A25

Charcoal

Guide audience accent. Quiet UI chrome, dividers on dark.

bg-charcoaltext-charcoal

Supporting

#5A9AAD

River Light

Hover state on river. Soft data viz fills.

bg-river-lighttext-river-light

#C5DDE5

River Pale

Backgrounds on club surfaces. Tag fills, notice strips.

bg-river-pale

#B8944E

Bronze Light

Hover state on bronze. Eyebrow type on dark hero sections.

bg-bronze-lighttext-bronze-light

#6B6B60

Stone

Quiet body text on light surfaces. Secondary metadata.

text-stonebg-stone

#9A9A8E

Stone Light

Disabled controls, tertiary metadata.

text-stone-light

#C8B89A

Sand

Warm neutral accent — dividers on light surfaces, soft borders.

bg-sandborder-sand

Neutrals

#FAF9F5

Offwhite

App canvas. Primary light surface.

bg-offwhite

#F7F4EC

Parchment Light

Subtle alternating sections. Card backgrounds.

bg-parchment-light

#F0EAD6

Parchment

Editorial accent on dark sections. Modal backgrounds.

bg-parchmenttext-parchment

CSS variables

@theme {
  --color-forest-deep: #0F2219;
  --color-forest: #1A3A2A;
  --color-river: #3A6B7C;
  --color-river-light: #5A9AAD;
  --color-river-pale: #C5DDE5;
  --color-bronze: #9A7340;
  --color-bronze-light: #B8944E;
  --color-charcoal: #2A2A25;
  --color-stone: #6B6B60;
  --color-stone-light: #9A9A8E;
  --color-sand: #C8B89A;
  --color-parchment: #F0EAD6;
  --color-parchment-light: #F7F4EC;
  --color-offwhite: #FAF9F5;
}

02 · Typography

Cormorant editorial paired with DM Sans for clarity.

Cormorant Garamond is reserved for headings and editorial moments. DM Sans handles UI and body. DM Mono is the eyebrow voice — always uppercase, generous tracking.

Font stack

Heading: Cormorant Garamond
Body: DM Sans
Mono: DM Mono

Display

Extraordinary Waters. Private Access.

Size: clamp(48px, 6vw, 72px)
Leading: 1.05
Weight: 500
Tracking: -0.02em

H1

AnglerPass Brand Kit

Size: clamp(38px, 5vw, 58px)
Leading: 1.1
Weight: 500
Tracking: -0.5px

H2

Color system

Size: clamp(28px, 3.5vw, 40px)
Leading: 1.15
Weight: 500
Tracking: -0.3px

H3

Primary palette

Size: 22px
Leading: 1.3
Weight: 500
Tracking: -0.2px

Lead

AnglerPass connects landowners, clubs, and serious anglers through verified access.

Size: 17px
Leading: 1.7
Weight: 400

Body

Use this for default running copy. Optimized for sustained reading at standard screen distance.

Size: 16px
Leading: 1.7
Weight: 400

Small

Helper text, captions, and field hints sit here.

Size: 14px
Leading: 1.6
Weight: 400

Eyebrow

VERSION 1.0 · 2026

Size: 11px
Leading: 1.4
Weight: 500
Tracking: 0.2em

03 · Logo

One mark. Three color variants. Six formats.

The AnglerPass compass-pin is the primary identity. Pick the variant that fits the surface (full color, B&W, or greyscale) and the format that fits the medium (SVG for screen, EPS or AI for print, PDF or PNG for everything else).

Full color

Primary brand mark. The compass-pin glyph rendered in forest, river, and bronze. Use on any light surface where the full palette will read cleanly.

UseMarketing, web, email signatures, decks, business cards on light stock.

SVG PNG JPG PDF EPS AI

Black & white

Single-color black on transparent. Use on light backgrounds when color isn't available — stamps, embroidery, etched signage, fax, single-color print.

UseSingle-color print, embroidery, signage, regulatory documents, B&W newspapers.

SVG PNG JPG PDF EPS AI

Greyscale

Tonal version retaining the depth of the color mark, with all hues mapped to grey. Use when full color is too loud but the mark needs more presence than pure B&W gives.

UseEditorial print, newspaper, monochrome decks, magazine spreads.

SVG PNG JPG PDF EPS AI

Supplementary marks

Dark-background variant

Reversed mark for use on forest-deep, forest, charcoal, or photography overlays. Always paired with the AnglerPass wordmark in Cormorant Garamond at matching cap-height.

Download

Email signature PNG

Small bitmap pre-baked for transactional email signatures. Min height 24px.

Download

Favicon / app icon set

Square-crop variants at 32, 64, 180, and 512px for browser favicon, PWA installs, and iOS / Android home-screen icons. Re-generate with `node scripts/gen-icons.mjs` if the source mark ever changes.

32px 64px 180px 512px

Do

Use the dark-bg variant on tonal values below 20%
Maintain clear space equal to the cap-height of the A
Place over high-contrast areas of photography only
Scale proportionally — width and height together
Prefer SVG for any surface that supports it

Don't

Recolor outside the approved palette
Stretch, skew, rotate, or distort the mark
Add drop shadows, glows, or other effects
Place over busy or low-contrast imagery
Convert greyscale or B&W into custom colors

04 · Components

Buttons, badges, cards, and inputs from the production system.

These are the same primitives rendering the AnglerPass dashboards. Built on shadcn/ui with the AnglerPass token set.

Buttons

Status badges

ActivePendingFeaturedDraftVerified

Card surface

Property

Madison Headwaters

Two miles of spring-creek water with limited daily rod count. Approved members only.

Input

Email

Default input — light surface, 1px sand border, focus ring on river.

On dark surfaces

Verified club

05 · Co-branding

Partner lockups stand at equal weight.

When AnglerPass appears alongside a club, landowner, outfitter, guide, conservation organization, or outdoor brand, both marks share equal prominence with a 1px divider between them.

Partner Club

AnglerPass

Light surface lockup

1px sand divider · equal height · 32px clear space either side.

Partner Club

AnglerPass

Dark surface lockup

Dark-bg wordmarks · 1px parchment/30 divider · equal height.

Co-branding rules

Equal optical height between AnglerPass and partner wordmark
1px divider, never thicker
32px minimum clear space on either side of the divider
Lockups are for joint announcements, sponsorships, and approved partnerships only

Approval required

Do not imply endorsement without a written partner agreement
Do not use "Powered by AnglerPass" unless granted in writing
Do not place a partner mark inside the AnglerPass wordmark
Email hello@anglerpass.com for review before publication

06 · Partner badges

Six verified-partner marks. SVG and PNG, ready to use.

Each badge ships as a primary SVG and a square PNG in two sizes. Use only the badge that matches your verified status — never compose your own.

Verified Club

Awarded to clubs that complete platform onboarding, identity verification, and the partner agreement.

SVG PNG 256 PNG 512

Verified Landowner

Awarded to landowners whose property ownership, lease, or access agreement is on file.

SVG PNG 256 PNG 512

AnglerPass Guide

Awarded to guides who clear background checks, insurance verification, and pass the platform credential review.

SVG PNG 256 PNG 512

Conservation Partner

Awarded to organizations participating in habitat, water-quality, or watershed programs through AnglerPass.

SVG PNG 256 PNG 512

Founding Partner

Reserved for clubs, landowners, and guides who joined the platform during the founding cohort.

SVG PNG 256 PNG 512

Angler Pro

Granted to anglers with verified pro affiliation or sponsor relationships.

SVG PNG 256 PNG 512

07 · Social templates

Starter layouts for the platforms partners use most.

Each template provides safe-zone guidance and lockup placement. Editable source files will ship in Figma alongside the public brand kit.

AnglerPass

Extraordinary Waters. Private Access.

Instagram / Facebook post

1080 × 1080

Logo top-left. Eyebrow + heading lockup centered. Photography or solid surface — never both.

Figma source · Coming soon

AnglerPass

Extraordinary Waters. Private Access.

Instagram Story / TikTok

1080 × 1920

Title sits in upper third. CTA pinned to safe-zone above the bottom 220px. Avoid overlap with platform UI.

Figma source · Coming soon

AnglerPass

Extraordinary Waters. Private Access.

LinkedIn banner

1584 × 396

Wordmark left-aligned. Editorial photo right. Keep critical content within the central 1128px safe area.

Figma source · Coming soon

AnglerPass

Extraordinary Waters. Private Access.

Property spotlight card

1200 × 1500

Photo dominates. Property name + region only. Never reveal exact coordinates, gate codes, or access details.

Figma source · Coming soon

AnglerPass

Extraordinary Waters. Private Access.

Club announcement card

1080 × 1080

Co-branded lockup. Equal weight between AnglerPass and partner club wordmark.

Figma source · Coming soon

AnglerPass

Extraordinary Waters. Private Access.

Guide feature card

1080 × 1350

Editorial portrait. Guide name, region, and AnglerPass Guide badge bottom-left.

Figma source · Coming soon

08 · Voice

Trusted. Premium. Outdoors-literate. Quiet.

The AnglerPass voice favors clarity over copy theatrics. We say things plainly because we work with people whose time and water are worth respecting.

Trusted, not corporate

Premium, not elitist

Outdoors-literate, not cliché

Clear, not over-explained

Conservation-aware, not preachy

Say

Book private-water access through verified clubs and landowners.

Not this

Unlock the ultimate game-changing fishing adventure.

Say

Property locations stay protected until access is approved.

Not this

Browse secret fishing spots near you.

Say

Built for clubs, landowners, and serious anglers.

Not this

The Airbnb of fishing.

Say

Pay your dues. Reserve your day. Fish the water.

Not this

Crush your bucket-list fish with one click!

Say

Conservation-aware booking that respects landowner terms.

Not this

Eco-friendly fishing for the planet-conscious angler.

09 · Brand approval

Send proposed usage before publication.

Co-branded materials, sponsorship mockups, press placements, partner announcements, and anything else that pairs the AnglerPass mark with another organization gets a quick review for accuracy and visual weight. Most reviews take less than 24 hours.

hello@anglerpass.com

Subject line: Brand review request

AnglerPass Brand Kit& Partner Guidelines

A field-ready palette of forest, river, and bronze.

Primary

Supporting

Neutrals

Cormorant editorial paired with DM Sans for clarity.

One mark. Three color variants. Six formats.

Supplementary marks

Do

Don't

Buttons, badges, cards, and inputs from the production system.

Buttons

Status badges

Card surface

Input

On dark surfaces

Partner lockups stand at equal weight.

Co-branding rules

Approval required

Six verified-partner marks. SVG and PNG, ready to use.

Starter layouts for the platforms partners use most.

Trusted. Premium. Outdoors-literate. Quiet.

Send proposed usage before publication.

AnglerPass Brand Kit
& Partner Guidelines