Riley’s Brand Promise

“The inner poetry of the outer wilds.”

I am an author, an angler, and an adventurer. I am here to share my stories with you. If you want to experience the inner poetry of the outer wilds, follow me, and I will take you there.

Brand Voice

Riley’s brand is about the duality of intellectualism and adventure. Sharing stories that satisfy a reader’s desire for travel and adventure, but keep them engaged with elaborate prose, thoughtful insight, and idiosyncratic language. Whenever possible, communications should be framed in the first person, as Riley himself.

Logo & Color Usage

The Riley Love mark relies on the duality of classical literature and artistic flourish. It is complimented with a “passport” stamp containing the signature line…and the stamp is the icon form of the logo!

The stamp can also be replaced by alternatives that denote one of Riley’s three expertise…travel, fishing, and screenwriting.

Riley Love
Riley Love

Hex
#1d2730

CMYK
82-69-56-64

Hex
#88251a

CMYK
29-94-100-31

Hex
#2a6164

CMYK
84-46-53-24

Hex
#d0933c

CMYK
18-44-50-1

Hex
#799c85

CMYK
56-25-52-3

Fishing
Travel
Screenwriting

Typography

Typography for designed communications should integrate the duality of the brand whenever possible.

The headings for Riley Love are divided into two tiers: AVERIA SERIF LIBRE – always in ALL CAPS – as a primary heading, and EMBLEMA ONE as a “background” heading. The EMBLEMA ONE font can also be used as a secondary standalone heading.

All paragraph copy will be formatted with COURIER PRIME to maintain the old-fashioned typewriter aesthetic. Although drop caps could feasibly be coded into the website copy, we’ve opted to use a simpler method of making the first few words of a section BOLD and UPPERCASE, for easy client-editing.

EXAMPLE:

BACKGROUND

SECTION TITLE

LOREM IPSUM dolor sit amet, consectetur adipiscing elit. Phasellus eget libero at nunc suscipit lobortis tincidunt ac nisl. Nulla ut nibh hendrerit, mollis ante facilisis, malesuada justo. Vivamus congue at lorem in efficitur. Praesent imperdiet, lorem ac viverra accumsan, sem augue imperdiet purus, quis suscipit orci risus sit amet lorem. Vivamus varius, nulla ut imperdiet rhoncus, justo leo bibendum ante, nec facilisis ligula velit eget dui. Suspendisse vitae ornare nulla. Pellentesque placerat lacus at purus consectetur pellentesque. Nam quis eleifend enim.