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—  Brand guidelines

Style Guide &
Branding.

A simple guide with important styles to ensure our brand guidelines are met.
Brand
—  Our brand

The name behind the herd.

Wapiti is another name for the North American elk, a strong, graceful animal that thrives as part of a herd. That spirit runs through everything we make: craftsmanship, momentum, and a community that grows together. This guide is the single source of truth for representing Wapiti Digital, whether you're the press, a partner, or a collaborator putting our brand in front of the world.

Handcrafted

Every website is built by hand and tailored to the business behind it: never templated, never cookie-cutter.

Collaborative

We move as a herd. We build alongside our clients, keeping them close at every step of the process.

Clear

No jargon and no surprises: a transparent process with results you can actually measure.
—  Logo

Our logo

The horizontal wordmark is our primary logo. Reach for the standalone elk mark only where space is tight or the full logo won't fit.
High-quality digital marketing and web development services by Wapiti Digital, specializing in SEO, branding, and innovative digital solutions for businesses.
Primary logo (positive)
White Logo of Wapiti Digital
Primary logo (reversed)
Wapiti Digital icon
Elk mark

Clear space & size

Keep clear space around the logo equal to the height of the elk mark on every side. Minimum width for digital use is 120px; for the standalone mark, 32px.

Which version to use

Use the positive logo on white and light backgrounds. Use the reversed (white) logo on Teal, Ink, or over photography. Prefer SVG for screen; PNG where SVG isn't supported.

Do

✓ Use the approved color versions
✓ Give the logo room to breathe
✓ Place it on high-contrast backgrounds

Don't

✕ Stretch, rotate, or recolor it
✕ Add shadows, gradients, or effects
✕ Place it on busy or low-contrast imagery
Download logo files
Media & partners: everything you need lives in the Icon and Digital folders.
Color
—  Color

Color palette

Teal grounds the brand; copper brings the energy. Lead with the core colors, use the supporting shades for depth and interactive states, and keep neutrals for type and surfaces.

Teal Primary

#012F3B
RGB 1 / 47 / 59
Primary brand color: backgrounds, headings, and large brand moments.

Copper

#C97D2C
RGB 201 / 125 / 44
Accent & action: CTAs, highlights, eyebrows, and links.

Teal Deep

#011C24
RGB 1 / 28 / 36
Depth: footers & deep panels.

Copper Dark

#B86A18
RGB 184 / 106 / 24
Hover & pressed states.

Ink

#141410
RGB 20 / 20 / 16
Body text on light.

Grey

#737373
RGB 115 / 115 / 115
Secondary text & captions.

White

#FFFFFF
RGB 255 / 255 / 255
Surfaces & text on dark.
Digital values shown. CMYK & Pantone are available on request for print.
Type
—  Typography

Typography

Gotham is our typeface across the brand. Gotham Medium carries headlines and Gotham Book handles everything you read. When Gotham isn't available, fall back to Montserrat, sans-serif.
Aa

Gotham Medium

Weight 500 · Headings & display
Used for headlines, section titles, and buttons. Tight tracking on large sizes.

Gotham Book

Weight 400 · Body & UI
Used for paragraphs, captions, and interface text. Comfortable 1.6–1.7 line height.
—  Heading 1 · Gotham Medium 500
Websites that sell more.
—  Heading 2 · Gotham Medium 500
Handcrafted, never templated.
—  Body · Gotham Book 400 · 18px
Every site we build is tailored to your goals, your audience, and your voice. We keep the process smooth, clear, and even kind of fun.
—  Label / Eyebrow · Gotham Medium 500 · 11px
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—  Iconography

The elk mark

The elk mark is our shorthand: it stands in for the full logo in tight spaces like favicons, avatars, and app icons. Keep it whole and unaltered, and always give it a background with enough contrast to read cleanly.
Wapiti Digital icon
On Teal
Wapiti Digital icon
On Ink
Wapiti Digital icon
On White
—  Imagery

Photography

Our imagery is nature-forward and rooted in the outdoors, the world the wapiti lives in. Favor real, unforced scenes, and tint photography with our brand colors when it needs to feel unmistakably Wapiti.
A majestic elk with large antlers standing in a dark forest, illuminated subtly by moonlight, showcasing wildlife and nature photography.
Nature-forward · elk in its habitat
Wapiti Digital logo displayed on a mountain landscape with a lone elk silhouette and cloudy sky, emphasizing digital marketing and outdoor adventure themes.
Brand-tinted landscape

Aim for

✓ The outdoors, wildlife, and natural light
✓ Authentic, calm, unstaged moments
✓ Teal or copper tints to tie imagery to the brand

Avoid

✕ Generic, obviously-staged stock photos
✕ Cluttered or oversaturated scenes
✕ Heavy filters that fight the brand colors
—  Voice & tone

How we sound

We write the way we work: clear, confident, and human. Skip the buzzwords, keep it honest, and always tell people what happens next.

Confident

We know our craft and we say so, plainly.

Clear

Short sentences. Real words. No jargon.

Warm

Friendly and human, like a good neighbor.

Craft-driven

Proud of the details, because they matter.

We say

“Let's build something that sells.”
“Here's exactly what happens next.”
“Handcrafted for your business.”

We don't say

“Leverage synergistic solutions.”
“We'll circle back at some point.”
“Just a quick template job.”
—  Web elements

Interface elements

The building blocks that make the brand feel consistent on screen: from buttons to the small accents that tie every page together.

Buttons

Primary buttons are copper pills for the main action. Secondary buttons are quieter and support it.
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Eyebrows & accent bars

Copper eyebrow labels introduce sections; a 3px copper bar anchors headlines. Word marks in the page background echo the section name.
—  Eyebrow label
A copper accent bar
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—  Let’s talk

Ready to join
the herd?

Reach out, or talk to someone who’s worked with us. Our clients tend to stick around.
Connect
#SellMoreOnline

Boutique by design. Built to last.

Wapiti Digital logo featuring a stylized deer head in brown with bold white text, representing a digital marketing agency focused on innovative online solutions.
Conversion-focused website design and eCommerce experts. We build websites that sell.
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