Brief 

​ASCENT is an outdoor brand for hikers and nature enthusiasts who thrive on challenge. The logo needed to feel rugged, clean, and directional something that works well on outdoor equipment.

Logo Concept

Ascent symbolizes elevation, both physically and metaphorically. The brand leans into the outdoor, hiking, and wellness niche, with an upward-moving name and clean, bold type to emphasize progression and adventure.

Typography

• Main Typeface: Bebas Neue or Anton (strong, athletic)
  
• Alternate: Oswald Bold or Montserrat ExtraBold
  

Colour Palette

• #2B2D42 – Deep Midnight Blue (focus, depth)
  
• #8D99AE – Mountain Grey (balance)
  
• #EDF2F4 – Sky Mist (calm, fresh air)
  
• #EF233C – Crimson Accent (energy, urgency)
  

Mockups & Applications

• Hiking water bottles
  
• Outdoor gear tags (e.g., caps, backpacks)
  
• Trail maps or route booklets
  
• Instagram reels showcasing hiking trips branded with the logo
  

​A bold, all-caps sans-serif font grounds the logo with a strong presence. The mark draws from mountain peaks and upward motion, emphasizing progression and resilience. The branding applies well across gear like bottles, caps, and bags with a natural, utilitarian palette.