Spirit Ranch is a stunning equestrian estate tucked into the heart of the Arabian horse community in Scottsdale, Arizona. The beautiful ranch, coupled with its well-trained and well-groomed horses, create a sense of place while offering a luxury experience. All messaging and positioning should reflect a tone that aligns with the environment created at Spirit Ranch.
The Spirit Ranch logo reflects the brand’s vision. The two horses together in the positive and negative space represent connection and synergy, symbolizing horsemanship. The luxurious, purple and gold palette conveys the high-end hospitality at Spirit Ranch. The North Star is a beacon of hope and inspiration, a visual symbol for healing.
The primary logo should be used most often over white or light backgrounds. The stacked logo may be used when less space is available.
The logo color variations may appear over the brand colors. The white version of the logo should be used over dark photography with enough contrast so the logo is clearly visible. The black version of the logo should be reserved for black and white documents.
The overlap logo variations have solid background colors in the logo mark so they can overlap a photo or color background. These may be used when less space is available for the logo, or when the logo should be emphasized since the overlap brings more attention to it.
Premium horsemanship. Passionate hospitality. Personal healing.
The tagline may appear on its own, or in the logo lockups below. The logo and tagline lockups may appear in any of the color variations. When the tagline appears on its own, it should use one of the brand fonts and colors.
The primary Spirit Ranch colors appear in the primary logo, purple and gold. Dark gold may be used for buttons or text over light backgrounds for more contrast. Dark gray is used for copy over light backgrounds, and white is used for copy over dark backgrounds.
Purple
HEX: #433d76
CMYK: 87, 87, 25, 11
RGB: 67, 61, 118
Gold
HEX: #dbba73
CMYK: 15, 25, 64, 0
RGB: 219, 186, 115
Dark Gold
HEX: #c7a656
CMYK: 23, 32, 78, 1
RGB: 199, 166, 86
White
HEX: #ffffff
CMYK: 0, 0, 0, 0
RGB: 255, 255, 255
Dark Gray
HEX: #353535
CMYK: 0, 0, 0, 80
RGB: 53, 53, 53
Spirit Ranch utilizes two font families, Paralucent and Trade Gothic Next LT Pro.
Headlines:
Subheads:
Intro Copy:
Body Copy:
Trade Gothic Next LT Pro Regular – Tracking 20 abcdefghijklmnopqrstuvwxyz
0123456789
Bolded Body Copy:
Trade Gothic Next LT Pro Bold – Tracking 20
abcdefghijklmnopqrstuvwxyz
0123456789
Logotype font: Briller Bold
Tagline font: Trade Gothic Condensed No. 18
Spirit Ranch materials should use professional photography of the facility and horses when possible. If stock photography is necessary, use abstract imagery so the location and horses aren’t identifiable.