Brand Guidelines
The ACC brand is how we show up consistently across Canada — in trip postings, newsletters, social media, and event materials. This page gives section volunteers what they need to create on-brand communications without needing to be a designer.
:::info Full guidelines available This page summarizes the essentials. For the complete Brand Guidelines document (v5, April 2024), contact [email protected]. :::
Brand in a sentence
The ACC brand carries a sense of reverence and awe for the power of nature — adventurous and exploratory, with a deep appreciation for the mountains and the community they bring us together in.
At home in the mountains — ever shifting mountainscapes, trees stretching to meet the sky, the drum of cold rushing water — in the mountains we find solace, connection, adventure and the feeling of being alive. Up here, the stories strike deeper, the friendships hold harder and the experiences are the kind that stick to your soul.
Tone & voice
When writing for your section — trip descriptions, newsletters, social posts — keep these principles in mind:
| Do | Avoid |
|---|---|
| Inspiring but not didactic | Corporate or stiff language |
| Knowledgeable but not arrogant | Lecturing or talking down to members |
| Energetic but not scattered | Casual slang or typo-heavy posts |
| Human but not sloppy | Exaggerated claims or hype |
Sample headlines
These approved headlines can be adapted for section trip postings, newsletters, and event materials:
- You don't just join. You belong.
- Find yourself in the mountains.
- This way to the stars.
- Climb with your community.
- Explore. Protect. Connect.
- Walk. Climb. Repeat.
- Find your fellow explorers.
- Take life to a new level.
Colours
These five colours make up the complete ACC palette. Use them consistently across all section materials — print, digital, and signage.
| Colour | Hex | Role |
|---|---|---|
| Blue Slate | #1d3447 | Primary — backgrounds, text |
| Forest Green | #2f774e | Primary — headings, accents, logo |
| Arctic White | #f0f5f7 | Primary — backgrounds, reversed text |
| Glacial Teal | #66ccb2 | Hero — use sparingly for maximum impact |
| Sunshine Yellow | #ffd93b | Accent — small amounts only; never dominant |
:::warning Sunshine Yellow is an accent only It should never be the dominant colour in any material. The logo never appears on a Sunshine Yellow background. :::
Typography
The ACC uses clean, modern sans-serif typefaces inspired by Swiss design.
| Font | Weight | Use for |
|---|---|---|
| Hanken Grotesk | Black (900) | Large headlines and display text |
| Figtree | Bold (700) | Small in-text headings |
| Figtree | Medium (400) | Body copy and general text |
:::note For internal documents
Memos, waivers, and emails may use Arial in true black (#000000) as the body font. Hanken Grotesk and Figtree are for externally-facing branded materials.
:::
Logo
The ACC logo is a visual abstraction of four elements: the letter A (for Alpine), a mountain, a rope or knot representing community and partnership, and a location pin — wherever you are in Canada, you belong.
Which logo to use
| Logo version | When to use |
|---|---|
| Primary Logo — icon centred above wordmark | First choice for most applications |
| Secondary Logo — icon left-aligned beside wordmark | When vertical space is limited (email headers, banners) |
| Section-specific Logo — with your section name | When communicating on behalf of your specific section |
| Bilingual Logo — English and French | When the primary audience includes French speakers |
Approved colour combinations
- Forest Green and Blue Slate on Arctic White ✅
- Glacial Teal and Arctic White on Blue Slate ✅
- Arctic White on Forest Green ✅
- Blue Slate on Glacial Teal ✅
Logo do's and don'ts
Do:
- Use the logo on approved background colours
- Maintain clear space equal to the width of two adjacent A's on all sides
- Use the monochrome or reversed version over photos or busy backgrounds
- Use only the section-specific logo when representing your section
Never:
- Stretch or skew the logo
- Use off-brand colours on the logo (unless an approved special-use application)
- Place the coloured logo over low-contrast photos or busy backgrounds
- Recreate the logo with another font
- Place the logo on a Sunshine Yellow background
Photography
ACC photography showcases aspirational sport and outdoor scenes that appeal to people of all skill levels.
What works:
- Action and movement in real mountain terrain
- People of diverse backgrounds and skill levels
- Compositionally strong, high-quality images
- Authentic community moments — shared rope, summit smiles
What to avoid:
- Generic stock photography
- Low-resolution or poorly composed images
- Heavily filtered or over-edited photos
- Staged or inauthentic scenes
:::tip Credit your photographers Always include a photo credit when sharing member photography in section materials. :::
Graphic elements
The ACC logo icon can be used as a graphic element in section materials — overlaid on photos or solid colour blocks to add texture and depth. When using it this way, reduce the opacity so it doesn't distract from the primary content. The icon can be scaled so the location pin element frames text or a focal point.
Questions?
Contact [email protected] before publishing any materials you're uncertain about.