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Brand Guidelines

AVID designs and develops apparel where enduring heritage meets modern horizons

POSITIONING

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EXPERIENCE BRANDING

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PHOTOGRAPHY

ICONOGRAPHY

ETHOS

AVID is a sporting lifestyle brand that transcends the boundaries.

AVID is an unwavering passion for life outside—driven by movement, curiosity, and respect for the wild. Rooted in fishing and extending into every outdoor pursuit, AVID represents a way of living shaped by action, presence, and connection to the environments we move through.

“AVID” describes our unwavering passion for the outdoors. We fish, hunt, dive, paddle, explore... and live outside. We are AVID men and women with a passion for adventure and the outdoors and a desire to share it with others. The outdoors isn’t a destination we escape to; it’s where life happens. The moments before and after the action matter just as much as the action itself. That’s where experience is earned.

True to the lifestyle we represent. We live the sporting lifestyle everyday. We are the consumers which we design and develop products for. When we’re not outdoors, we’re dreaming of our next time out there.

We see the market from a different perspective. Rejecting the norms and asking “why not?”. Pushing the limits every day to transcend the boundaries of traditional sporting apparel. We aim to set the path others seek to follow.

Timeless. Distinguished. Our design ethos centers around creating products that are classic yet contemporary at the same time. On-trend without chasing them. Good design matters, but great design never goes out of style.

An unwavering desire to succeed and excel in all that we do. In our eyes, there’s always room to push further. No compromises, no B.S., just a constant drive to be better, with our nose to the grindstone.

RELIABILITY

We are honest, hardworking people that can be counted on, and we don’t sell gear that we wouldn’t use ourselves. All of our products are professional quality, made to last and surpass your expectations.

FLEXIBILITY

INCLUSIVITY

We are a dedicated team with the ability to adjust to changing circumstances and take on multiple roles. We believe you shouldn’t be limited by your gear, so our products are made to be flexible and dependable like us.

We’re welcoming and open to those new to the outdoor sporting lifestyle. We have a desire to share our passion and values with others. We hope to outfit all their pursuits. Whether they’re next door or worlds away.

02 POSITIONING

People don’t buy AVID just for what it does — they buy it for what it represents.

AVID speaks to a way of life driven by passion, curiosity, and connection to the outdoors. It’s for those who find meaning in movement, who seek balance between adventure and everyday life. Wearing AVID is a reminder to stay driven, stay present, and stay true to what you love.

WHAT MAKES AVID DIFFERENT

PERFORMANCE MEETS LIFESTYLE

AVID bridges the gap between technical performance and everyday comfort — built for life wherever you go. Fabrics and fits are designed to handle active pursuits yet refined enough for daily wear.

BRAND HERITAGE

Rooted in coastal living and inspired by the water — fishing, boating, and beach life are at the brand’s core. AVID maintains an authentic connection to the angler lifestyle, not just an aesthetic.

TAILORED MATERIALS & FIT

Engineered with lightweight, breathable, premium fabrics that elevate comfort and functionality. Thoughtful design and fits provide all-day performance without sacrificing style.

VERSATILITY

Every piece transitions seamlessly from movement to moment — technical apparel that looks great anywhere.

BUILT FOR THE ELEMENTS

UV protection, moisture-wicking, and durability are built into every product. Each piece is tested to perform.

AUTHENTIC BRAND COMMUNITY

Trusted by anglers, travelers, and outdoor enthusiasts who live the AVID lifestyle. The brand celebrates the spirit of adventure and connection to the outdoors.

HORIZON INSPIRED DESIGN

Clean, modern, and understated — a polished design for life anywhere. Distinct from traditional sporting brands by offering a more elevated and everyday wearable look.

HORIZON HERITAGE

AVID’s Outdoor Heritage Collection is rooted in the sporting lifestyle and built for those who live for time spent outdoors. Drawing from AVID’s deep connection to fishing, hunting, and other outdoor pursuits, this collection emphasizes authenticity, utility, and durability while honoring tradition and delivering modern performance.

SPORTING-FIRST DNA

Rooted in fishing, hunting, and hands-on outdoor pursuits, our foundation is built on real-world experience and earned credibility.

RUGGED FUNCTIONALITY

Performance-driven construction designed to withstand demanding environments and consistent use.

CLASSIC OUTDOOR STYLING

Heritage-inspired colors, textures, and detailing that honor traditional sporting culture while remaining relevant today.

PURPOSE BUILT PRODUCTS

Engineered for utility and performance— designed to be used, not just worn.

STRONG CORE CUSTOMER ALIGNMENT

Deeply connected to passionate outdoorsmen and women who value authenticity, capability, and lived experience.

AVID’s Horizon Collection is designed for life in motion—where performance meets understated style. Inspired by open landscapes and a contemporary lifestyle, this collection blends technical function with clean design, delivering versatile pieces that feel equally at home in the field, on the move, or throughout the day.

REFINED AESTHETICS

Clean lines, modern silhouettes, and a refined color palette designed to feel elevated without sacrificing authenticity.

LIFESTYLE DRIVEN

Performance built into every detail, engineered for comfort and durability, without relying on overt sporting cues.

BROADER EVERYDAY APPEAL

Designed to resonate with a wider audience while staying true to our outdoor roots.

VERSATILITY

Products designed to transition seamlessly from any pursuit to everyday life.

EXPANDED RETAIL REACH

Created to complement contemporary assortments across coastal, resort, and lifestyle-driven retail environments.

PERSONAS

HIGH TIDE MAVERICK

Rooted in tradition. Comfortable in early mornings and late evenings. They grew up around water, woods, or wide-open land. Outdoor pursuits aren’t weekend hobbies — they’re part of their identity.

CORE BELIEF

If it’s worth doing, it’s worth doing right.

EVERYDAY VOYAGER

They respect tradition but don’t live in it. They value function but appreciate design. They fish, hike, and explore, but they also commute, travel, and socialize in the same clothes.

CORE BELIEF

The outdoors isn’t separate from my life. It is my life.

THE NEXT WAVE

Active, curious, and always in motion. They blend fitness, travel, and outdoor life seamlessly and are constantly aspiring to learn more. They don’t separate performance from lifestyle.

CORE BELIEF

It’s not the destination, it’s the journey.

DRIVERS

They value skill, craftsmanship, and doing things the right way. Reliability matters more than flash, and experiences are earned, not performed. They don’t seek attention; they rely on gear that simply works.

LIFESTYLE

They fish before work, plan their year around hunting season, and spend meaningful time at camp or on the water with family. They know their equipment inside and out—and trust it completely.

DRIVERS

They value balance and versatility. Capability matters, but so does refinement. They want gear that performs when needed and fits naturally into the rest of their day. Authenticity is important, but so is adaptability.

LIFESTYLE

They move between environments with ease, from outdoor pursuits on the weekend to work and travel during the week, often without changing wardrobes. They rely on pieces that transition as smoothly as they do.

DRIVERS

They value progress, momentum, and self-improvement. Performance matters, but so does design. Gear should move with them and look intentional wherever the day leads. They are driven by growth and experience, not recognition.

LIFESTYLE

They start and end each day in motion, whether it is a run, a paddle, or a quick session outdoors. Weekends are for exploration, travel, and new pursuits, blending action seamlessly into everyday life.

03 EXPERIENCE

OUR VOICE

At AVID, we speak with purpose, not pressure — motivating people to live actively and adventurously, in their own way.

AUTHENTIC

AVID’s voice is grounded, unfiltered, and approachable. It reflects real people and real moments. This authenticity builds trust and connection, because AVID stands for something true and lived-in.

ENCOURAGING

AVID speaks to people’s potential, not just who they are, but who they’re becoming. The tone uplifts and motivates without pushing too hard. It reminds people that being “avid” isn’t about mastery; it’s about enthusiasm and commitment to what you love.

INSPIRED

Inspiration comes from movement, effort, and passion, not perfection. The brand celebrates progress: getting out there, learning, trying, improving, and finding meaning in the process.

DRIVEN

AVID carries a quiet confidence. Focused. Purposeful. It conveys energy and determination without tipping into intensity or ego. The drive comes from passion and love for what you do.

OUR STYLE

Just like the water, at AVID, our style is fluid, clean, and full of quiet power.

APPROACHABLY COOL

AVID embodies a quiet confidence. It’s the kind of cool that comes naturally, not from trends or trying too hard. The tone and aesthetic feel effortless: comfortable in its own skin, easygoing yet self-assured.

CONTEMPORARY OUTDOOR

AVID redefines the outdoors for today, where rugged meets refined. It’s coastal calm meets field grit. The look feels fresh and breathable without losing the soul of outdoor tradition.

DYNAMIC YET

CALM

AVID moves with purpose. The rhythm mirrors water, wind, and open space: fluid, organic, and balanced. There’s energy and forward motion, yet a sense of calm confidence underneath.

FUNCTIONAL ELEGANCE

Every detail in AVID’s world serves a purpose. The design philosophy blends practicality and polish: durable materials, thoughtful craftsmanship, and subtle sophistication. It looks good because it’s built well.

AVID BLUE

PMS 303C CMYK 100, 74, 40, 28

RGB 0, 63, 95 HEX 003F5F

SKY

PMS 2995C CMYK 69, 14, 0, 0

RGB 0, 174, 239 HEX 00AEEF

STORM

PMS 428CP CMYK 54, 34, 29, 1

RGB 126, 148, 162 HEX 7E94A2

WET SAND

PMS 5425U CMYK 22, 13, 14, 0

RGB 198, 206, 208 HEX C6CED0

AVID isn’t just what we’re called, it’s how we live. It’s about loving the outdoors, getting after it, and not overthinking it. Being AVID means showing up and making the most of it every time.

CLEAR SPACE

The minimum clear space ensures legibility and impact of the Logo by defining empty space around it. Do not allow photos, typography, or other graphic elements to enter the minimum clear space area.

MINIMUM SIZING

Smallest sizing of the Primary logo for both Digital(px) & Print(mm).

COLOR APPLICATION

AVID wordmark is only used in AVID Blue or white. This can be used over an image or a solid color. Wordmark must be legible.

COLLECTIONS

APEX

Our most refined collection, APEX is built for elevated everyday wear with a focus on clean design and modern performance. Thoughtfully constructed with premium materials, tailored fits, and subtle detailing, it’s designed to look sharp in any setting while still delivering the comfort and functionality you expect from AVID. Whether you’re traveling, heading into a meeting, or moving through a full day of plans, APEX brings a polished approach to performance-driven apparel.

PACIFICO

PACIFICO represents our premium take on everyday essentials, blending comfort, quality, and effortless style. Designed with soft, elevated fabrics and timeless silhouettes, these are the pieces you reach for day after day without a second thought. Rooted in a relaxed, coastal-inspired mindset, the collection delivers a laid-back feel while maintaining a refined finish that fits seamlessly into any routine.

KINETIK

Built for motion, KINETIK is engineered to perform across a wide range of activities without sacrificing comfort or style. Featuring ultra-lightweight, breathable fabrics with built-in stretch and sun protection, this collection is designed to move with you through high-output moments and long days outside. Clean, modern aesthetics meet technical performance, creating versatile pieces that keep up with wherever the day leads.

Features: UPF 50+ Sun Protection · Moisture Wicking · Stain Release

AVIDRY

At the core of the brand, AVIDry is built around essential performance pieces designed for long days in the sun. Known for its lightweight feel, breathable construction, and dependable sun protection, the collection delivers comfort you can rely on in any environment. Finished with bold, easygoing graphics and designed for repeat wear, AVIDry represents the foundation of AVID’s approach to functional, everyday outdoor apparel.

Features: UPF 50+ Sun Protection · Moisture Wicking · Stain Release

TYPEFACE AND SPECS

TITLE FONT

Radikal

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AaBbCcDd

Radikal Bold Radikal Regular Radikal Light

BODY TEXT

Graphik

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AaBbCcDd

Graphik Bold

Graphik Bold Italic

Graphik Regular

Graphik Regular Italic

Graphik Semibold

Graphik Semibold Italic

Graphik Medium

Graphik Medium Italic

Graphik Light —

Graphik Light Italic —

LIFESTYLE

CONTEXT

Lifestyle imagery should reflect the natural environments and authentic experiences of AVID customers. These include outdoor pursuits such as fishing, golfing, hunting, off-roading, and other outdoor sports. AVID is more than a brand, it’s a lifestyle. In-context photography should capture that identity by illustrating the effortless transition between active outdoor moments and the everyday life of the modern outdoorsman.

DETAILS

Attention to detail is essential. Lifestyle imagery should balance the moment and the product, highlighting craftsmanship and a sense of authenticity. The AVID logo should be present in each shot in a natural, intentional way to ensure the brand remains clearly recognizable.

PRODUCT WEB IMAGES

Web images are places on a clean, white background featuring the product from multiple different angles, highlighting the product’s unique details. Each product should have an image from the front and back and 1-2 close-ups depending on what details need special attention. These details can include prints, graphics, clasps/buttons, etc. The images, included the close-ups should include sufficient white space.

PRODUCT

CONTEXT IMAGES

Context images showcase the product in their natural habitat and should be used in campaigns, advertisements, and catalogs to add visual interest. In each context, product image the design/graphic, as well as the AVID logo should be clearly visible.

FLAT LAYS

Flat lays should be clean, top-down, and thoughtfully arranged to highlight product, detail, and color. Keep styling minimal and grounded in the outdoors, allowing each piece to stand out while showing how it fits into the full look. Flat lay images are used strictly in ads and campaigns, not for web purposes.