Brand
Guidelines
Typography
Kuunari Black is the display voice — used for all headings, section titles, scoreboard numbers, hero lockups. Always uppercase, letter-spacing -0.02em.
0123456789
Reserved for a single hand-written moment per surface — pull quotes, "Friday Night," coin-flip callouts. Never as body or heading.
Archivo handles everything else — paragraphs, captions, eyebrows, metadata, buttons. Weights 400 / 500 / 700 / 800 in rotation.
abcdefghijklmnopqrstuvwxyz
0123456789
Primary Colors
The default. M leads.
For Story of the Season covers, yard signs, hype graphics, and any moment with photography behind the brand. Iron Black anchors. The M sits with its silver glow, the photograph fills the panel, type stays minimal.
- M placement: lower-left of the photo panel, ~56px on yard signs, ~140px on Story covers
- Silver glow: 29px @ 20%, 64px @ 12% — only on the M, never on the wordmark
- Photo: high-contrast, low-key. No bright skies behind the mark.
- Type: Kuunari headline at the bottom, Archivo metadata above it
- Red: reserved for one word or a single rule. Never wallpaper.
the Axe.
For presentations.
PowerPoint, Google Slides, printed handouts, sponsor decks. Iron Black is now the type, not the surface. The M loses its silver glow — glow is reserved for dark backgrounds only.
- Surface: Field White first, Helmet Silver for soft panels
- M: as-is, no glow, no outline
- Type: Iron Black headlines, dark gray body. Red is for one word per slide, not paragraphs.
- Don't: recolor the M, place it on a busy photo, or shrink it below ~32px
One Brotherhood.