Rift is a new clothing and equipment brand for active and urban activities. They create products for those who are ready to step beyond the ordinary and seek new horizons.
Logo Design, Colour Palette, Marketing materials, Clothing label design, Typography, Icons, Patterns, Brand Guideline.
The Rift team approached us not just to launch another clothing brand but to create a brand that would feel like a solid, recognizable player in the market.
The brand’s audience consists not only of climbers and hikers but also city people who are looking for functional and stylish clothing for urban adventures. Our task was to create an identity that reflected this balancing concept between nature and urban landscapes.
To make Rift recognizable, we focused on creating a timeless logo. We chose a font with sharp lines and smooth curves, adding volume to the logo, making it feel like it had "survived many expeditions."
We started by drawing inspiration from the name itself. In geology, "rift" refers to a crack in the Earth's crust that creates new landscapes. This became the concept for the logo.
"Rift" symbolizes change and crisis, which becomes a point of growth. To emphasize the motivational message of the brand, we incorporated three key elements in a logo: sunrise, mountain slopes, and the rift in the landscape. A key feature that sets Rift apart is the mountain symbol above the letter “r.” This simple but noticeable accent immediately reminds us of heights and the challenges.
For the color palette, we selected vibrant shades that evoke energy but are not too overpowering: Pale Yellow — symbolizing the warmth of a mountain sunrise. Orange — evoking the hues of a sunset, inspiring movement and adventure. Brown, Cream, Black — supporting colors that add contrast and strengthen the main palette while maintaining the brand’s style.
Next, we focused on graphic elements. A visual identity isn’t just about logos and colours. We created minimalist icons of a compass, eye, and globe, which emphasize the brand's values: openness to exploration, attention to detail, and a focus on the journey ahead. We also developed a pattern of pixelated mountain ridges for the background, adding dynamism and highlighting the natural aspect of the brand.
The visual style is adaptable to any format, from patches on clothing or packaging bags, to large banners. All elements were compiled into a comprehensive brand guideline system, which can be adapted to any format, from mobile app coupons to large advertising banners, speed up content creation with pre-designed graphic modules and patterns ready for use in social media, packaging, and merchandise. Also, brand guide helps easily accommodate future updates, adding new colours or logo versions for collabs without losing brand recognition.
Rift believes that true adventure begins where the ordinary ends. We created an identity that inspires individuals to step beyond their comfort zone, seek new challenges, overcome them, and explore new horizons. Whether you’re discovering the wilderness or conquering the city, Rift encourages pushing limits and conquering new heights.
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