Ravin Crossbows (US)

1. Brand Essence

Tagline: Reaching the Apex
Core Identity: Precision. Innovation. Dominance.
Ravin Crossbows is engineered for those who push boundaries—elite performance for elite individuals. We don’t just build crossbows. We build tools for those who demand perfection at the highest level.

2. Tone of Voice

Bold – Speak with confidence and authority.

Purposeful – Every word should reflect power, precision, and performance.

Minimalist – Let the product and visuals speak; never overstate.

Gritty Elegance – Combine rugged authenticity with refined execution.

Do:

“Engineered for the elite.”

“No compromise. No second chances.”

Don’t:

“Fun” or “affordable” language

Overuse of technical jargon without meaning

3. Logo Usage

Primary Logo: Ravin Crossbows full mark with the icon (talon or "R" symbol).
Clear Space: Maintain padding equal to the height of the “R” in Ravin.
Backgrounds: Use on high-contrast backgrounds only—preferably black, white, or dark neutrals.

Do Not:

Stretch or alter the logo

Place on busy or low-contrast images

Add drop shadows or bevels

4. Color Palette

5. Typography

Primary Font: Eurostile Bold Extended (Headlines)
Secondary Font: Montserrat Regular (Body, digital text)

Guidelines:

Use ALL CAPS for emphasis in headlines.

Keep body copy simple and spaced.

Never use decorative or playful fonts.

6. Visual Style

Imagery Themes:

Rugged terrain, mountain peaks, harsh light

Clean product close-ups with dramatic shadows

Lone figures, high elevation, atmospheric tension

Style:

Desaturated or moody tones

High contrast, sharp detail

Minimal text overlay – keep messaging punchy

7. Voice in Digital & Social Media

Short, punchy captions

Use phrases like “Send It,” “Dialed In,” and “Engineered to Dominate”

Avoid hashtags overload—use 2–3 max

Show power, not just product

8. Do’s and Don’ts

Do:
✅ Highlight performance stats in meaningful ways
✅ Use powerful, cinematic photography
✅ Keep messaging aligned with the “Apex” lifestyle

Don’t:
❌ Use cartoon-style graphics
❌ Water down the tone with humor
❌ Focus only on specs—lead with emotion and intent