BackPack's Identity
The branding and identity system of BackPack focuses on inspiring our customers and standing out among the crowd. You will see that our system is approachable for all, no matter age, gender, race or class. All are welcome here and we invite you to learn more about who we are through the
avenues of design.
Our Colors
BackPack's colors inspire our team and cliental to collaborate, communicate and celebrate the change we are making every single day. Our color palette is gender neutral and allows us to stand out among several cooperate identities. Our mission is to be directly involved with everyone we cross paths with, and our color palette is the first step towards building these healthy relationships.
BACKPACK NAVY C=83 M=74 Y=58 K=76
Used for main backgrounds & text on top of BACKPACK BLUE
BACKPACK BLUE
C=75 M=32 Y=0 K=0
Used for accent backgrounds & text on top of BACKPACK NAVY
BACKPACK GREEN
C=31 M=0 Y=83 K=0
Used for headings on BACKPACK NAVY &
accent shapes
WHITE
C=0 M=0 Y=0 K=0
Used for footer background and accent shapes
Our Typography
BackPack's typography choices are a mixture of old and new styles to create a sense of familiarity as well as opportunity and change. Combing serif and san serif typefaces allows us to be extremely approachable for all audiences - young and old. The legibility also reminds our customers that we take everyone from all walks of life and experiences into consideration when designing collateral.
Playfair Display Bold
Used for main headings and titles at 0% tracking and logotype.
Avenir
Used for subtitles under main headings and main titles.
Avenir Light
Used for body copy
Our Photography
BackPack photography utilizes monochrome color gradients on images that resemble community, rehabilitation, opportunity, growth and fun. Our photography should be the first visual cue as to what our company is about and the change we can instill among communities locally and nationally.
Our Pattern
BackPack also uses a transparent pattern on top of our navy backgrounds to incorporate more dimension within our identity. It is only used as subtle enhancements to backgrounds on our collateral. It should be used at
10% transparency.
Our Logo
BackPack's logo was created using the Playfair Display Bold typeface that can be seen throughout our identity system. It can be used in any color (other than green on white, green on blue & vise versa), but is most often seen as BackPack Green on top of BackPack Navy.
