BRAND ASSETS
LOGOS
The brand marks for Ranchers represent boldness, advancement, and the Ride Tall mindset.
The primary Rider Icon embodies the Rancher relationship between human and nature, and creates an instantly recognizable and iconic symbol for the brand.
The RANCHERS logotype stands tall, confident, and bold, while subtly incorporating Texan elements for a sense of authenticity and place.
Various forms of the icon, including a two-color contained version and a star version, allow for versatile application and color combinations on different backgrounds.
TRUE NAVY
RANCHER RED
BARTON BLUE
BONE
PMS 303C
C 97 M 73 Y 52 K 56
R 0 G 42 B 58
#002A3A
PMS 485C
C 6 M 98 Y 100 K 1
R 224 G 40 B 38
#E02826
PMS 5493C
C 54 M 23 Y 29 K 0
R 124 G 167 B 173
#7CA7AD
PMS 9043C
C 8 M 7 Y 11 K 0
R 231 G 228 B 221
#E7E4DD
COLORS
The Ranchers color palette, inspired by the Texas flag and a Hill Country ranch landscape, lends the brand a bold confidence and sense of energy.
Navy and Bone should make up the largest proportion in application. These colors are appropriate for most backgrounds and fills, allowing for maximum contrast.
Rancher Red also functions as a primary color, though its application should be thoughtfully deployed. Its vivid tone should primarily be used to highlight the focal points of a graphic and add a feeling of energy and sport.
Barton Blue serves as the secondary color, providing a bright and natural feeling to contrast with the bolder, deeper hues. It is useful as an accent color, and can frame logomarks in certain applications to separate from a background. It can also be a tonal color for texture and overlays on True Navy and Bone in certain applications.
content
Expressing our tone of voice is where connection happens with our followers, fans, and communities. How we speak is an essential part of the Ranchers brand. Talking like a Rancher means an authentically Texas tone, no frills or flowery language, an air of easy confidence, and a welcoming spirit. This page contains a sampling of headlines that align with these ideals, showing how Ranchers sound when talking to the community, expressing attitude, and referring to on-court play.
DO: sound welcoming, confident, action-oriented, authentic, tough, pithy, to-the-point, and human
DON'T: sound pretentious, cold, abrasive, overly wordy, corny, or forced