BRAND GUIDE R2R
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TABLE OF CONTENTS 4 OVERVIEW
12 BRAND VALUES
10 BRAND PURPOSE
14 BRAND PERSONALITY
11 BRAND HIERARCHY
18 ABOUT THE FOUNDERS
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20 STYLE GUIDE
30 SWAG
22 LOGOS
32 PHOTOGRAPHY
28 FONTS
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OVERVIEW The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of the Range to Ranch brand - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, and sample marketing materials. This document lays the groundwork for creating focused marketing efforts and implementing effective strategies to promote the Range to Ranch brand.
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INTRODUCTION Welcome to the Range to Ranch Brand Guide - an insightful exploration of R2R’s core principles, unique advantages, and distinct personality. Discover the spirit of Range to Ranch and what sets it apart from the crowd. By embracing the guidelines outlined in this document and grasping the true meaning behind the R2R brand you will be able to successfully introduce it to people across the country and around the world.
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WHO WE ARE R2R brings a breath of fresh air to the outdoor community. In a landscape increasingly shaped by community-sponsored events, curated experiences, and Instagram-worthy adventures, we’re getting back to what makes the outdoors special in the first place - the people, the shared experiences, and the sense of community that keeps us coming back. Range to Ranch Outdoor Collective brings outdoor lovers together across every level of experience and every kind of pursuit. From a weekend Adventure Summit built for discovering new interests and meeting like-minded people, to guided retreats designed for those ready to go deeper into their niche, to the trusted gear and resources at R2R Mercantile that help you prepare for whatever lies ahead, we’re here to make the outdoors more accessible, more authentic, and more connected.
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NO GATEKEEPING. NO CORPORATE BS. JUST GOOD PEOPLE, REAL ADVENTURE, AND A COMMUNITY THAT’S READY FOR THE NEXT ADVENTURE.
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BRAND PURPOSE R2R brings people closer to the outdoors and to each other. R2R exists to create meaningful connections between people, places, and pursuits, making the outdoor community feel more welcoming, genuine, and accessible to everyone from the curious beginner to the seasoned adventurer.
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BRAND HIERARCHY RANGE TO RANCH OUTDOOR COLLECTIVE R2R Adventure Summits (All-encompassing Events) R2R Retreats (Specialized Guided Retreats) R2R Mercantile (e-Commerce)
OUTDOOR COLLECTIVE
Dirtbag (Apparel & Media/Content)
ADVENTURE SUMMIT
MERCANTILE
R E T R E AT S
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BRAND VALUES These principles serve as our compass, guiding Range to Ranch both internally and externally. Embracing these principles ensures that we tread the path to long-term success, embarking on endeavors, initiatives, and campaigns that consistently reflect our identity and values.
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Community The outdoors is better together. R2R creates spaces where people can meet, share knowledge, swap stories, and build genuine connections whether they’re lifelong adventurers or just getting started. We believe there’s always room around the campfire. Honesty We believe in telling it like it is. No hidden agendas or disingenuous recommendations. R2R puts straightforward information and genuine value ahead of hype. Authenticity We live what we promote. R2R is rooted in a lifelong love of the outdoors, not trends, status, or likes. We celebrate real experiences, real people, and the messy, imperfect reality of outdoor adventure.
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BRAND PERSONALITY
These are the defining human characteristics that encapsulate the essence of R2R and project a distinct and reliable identity. They shape how we present ourselves verbally and visually and are perceived by partners, stakeholders, and the market.
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Casual R2R is approachable, relaxed, and never pretentious. It feels like the friend who invites you along, not the expert who orders you around. We keep things welcoming, conversational, and down-to-earth. Fun The outdoors should be a place you enjoy and don’t have to take yourself too seriously. R2R brings energy, humor, and a sense of play to every interaction, while celebrating the people and moments that make getting outside so memorable. Curious R2R is always interested in what’s around the next bend and what our people are into. R2R encourages discovery, asks questions, and creates opportunities to learn, try something new, and finds adventures, products, and more that are worth the hype. Adventurous We believe adventure looks different for everyone. Whether it’s going a little further on their next hike, spending an extra day on that backpacking trip, or taking their rig on a remote backcountry expedition, R2R encourages people to explore their boundaries, embrace the unknown, and see where the road (or trail) takes them.
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BRAND PROMISE Whatever your adventure, we’ll help you get ready for it and find your people along the way. R2R delivers experiences, expertise, resources, and trusted gear that help outdoor enthusiasts discover new pursuits, build confidence, and pursue their passions with the right people by their side.
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BRAND POSITION How does Range to Ranch exist in people’s minds? What makes it stand out? Range to Ranch Outdoor Collective is an authentic, community-focused destination for outdoor enthusiasts of every level. Unlike corporate-driven outdoor events and highly curated adventure brands, R2R brings people together through real experiences, trusted resources, and opportunities to explore without the pressure to fit a certain mold. From its Adventure Summit and specialized retreats to reputable merch, R2R offers a connected ecosystem where outdoor lovers can discover, experience, and prepare for whatever adventure comes next.
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ABOUT THE FOUNDERS Noah Botnick, Founder, Range to Ranch Outdoor Collective I am a Pacific Northwest kid at my core. From snowboarding in the winter to exploring in the summer, I always have my truck loaded and ready for the next adventure. As a girl dad, I want my daughter to grow up thinking cold mornings and dusty tailgates are a way of life - an experience and mentality every kid deserves to grow up with. My background in marketing, videography, brand development, and managing event facilities gave me a strong foundation to build not only an event, but a movement from the ground up. The outdoors is where I find my peace and want to pass that along to my daughter and the community around me. I saw a need for outdoor events that are built on pure heart and soul and in 2026, I teamed up with my friend Josh Neumeier to bring that vision to life. This partnership has brought a level of organization and infrastructure that was needed to develop the inaugural year of Range to Ranch Adventure Summit and evolve into the R2R Outdoor Collective. Josh brings a strong passion for and knowledge of the snow sports industry where he learned first-hand how to put on successful, large-scale events throughout the country. This experience along with his drive for adventure are key to successfully pursuing our joint vision. We can’t wait to welcome more outdoor lovers to our R2R community and offer even more to those who follow the road less traveled. R2R
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STYLE GUIDE BEST PRACTICES FOR LOGO, FONT, AND COLOR USAGE.
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PRIMARY LOGO STACKED
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PRIMARY LOGO HORIZONTAL
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LOGO / BLACK AND WHITE
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LOGO CLEARANCE
ALWAYS LEAVE ENOUGH CLEAR SPACE AROUND THE LOGO.
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ALTERNATE BRAND LOGOS
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BRAND HIERARCHY
OUTDOOR COLLECTIVE
ADVENTURE SUMMIT
MERCANTILE
R E T R E AT S
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BRAND FONTS H E ADERS
SU BH E ADS
MONTSERRAT EXTRA BOLD
ROBOTO SLAB SEMI BOLD
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B O DY COPY
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BRAND COLORS
ALTERNATE COLOR ON SCREEN 4131 C LOOKS MORE ACCURATE BUT IN THE PANTONE BOOK ITSELF, IT IS NOTICEABLY DARKER WITH LESS COLOR SATURATION.
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SWAG H ATS
ST I CK E R S 30
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C IN C H B AG
SWAG SH I RTS
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BRAND PHOTOGRAPHY 32
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BRAND PHOTOGRAPHY 34
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