Brand Standards // v1.0

Pathfinder PAC

Brand Guide

Military precision. Disciplined. Purposeful. This document is the source of truth for how the Pathfinder brand looks and sounds — the logo, colors, type, voice, and the standards that keep every touchpoint consistent.

01 — Identity

The Logo

A paratrooper descending with radiating speed lines, paired with the PATHFINDER wordmark in bold condensed italic. It should always read as decisive forward motion.

Pathfinder primary logo
Primary — red wordmark, black icon. Use on white / light backgrounds.
Pathfinder reverse logo
Reverse — all white. Use on black / red / photographic backgrounds.

Do

  • Give the logo generous clear space — at least the height of the paratrooper icon on all sides.
  • Use the reverse (white) version on dark or busy backgrounds.
  • Scale proportionally; keep the icon and wordmark locked together.

Don't

  • Recolor the logo, add gradients, shadows, or outlines.
  • Stretch, rotate, or crowd it with other elements.
  • Place the primary (red/black) logo on a dark background where it can't be read.
02 — Color

Three Colors. No Exceptions.

The palette is deliberately spare: red, black, white — used with conviction. No grays, no navy, no gold, no gradients.

Freedom Red
HEX #C0272D
RGB 192 · 39 · 45
Pantone 21-1-7 C
Pure Black
HEX #000000
RGB 0 · 0 · 0
Pure White
HEX #FFFFFF
RGB 255 · 255 · 255

Usage

Red drives action — primary buttons, accents, dividers, and key emphasis. Black is authority — headers, footers, and body text. White is the breathing room — content areas and card surfaces. Let one color dominate a given surface; red is a scalpel, not a wash.

03 — Typography

Type System

Two typefaces, both free on Google Fonts: Barlow Condensed for display and Inter for everything you read.

Headlines — Barlow Condensed Bold Italic
Subheads — Barlow Condensed SemiBold, Upright
Body copy is Inter, Regular 400, 16–18px, line-height 1.7. It should be calm, clear, and confident — the counterweight to the aggressive display type.
Labels · Eyebrows · Legal — Inter Medium, tracked caps

Headlines (H1–H2)

Barlow Condensed, Bold Italic, ALL CAPS, aggressive letter-spacing. This is the wordmark's energy carried into headlines.

Body & Labels

Inter Regular for paragraphs; Inter Medium 11–12px, letter-spacing ~0.1em, uppercase for eyebrows, labels, and legal lines.

04 — Voice & Messaging

How Pathfinder Speaks

Bold, direct, modern. Zero fluff, kinetic energy. It should feel like a mission briefing, not a political pamphlet — confidence over spectacle, authenticity over theatrics.

Core Line

Two Missions, One Objective: Election Victory. — develop principled leaders; build a movement of organized citizens.

Develop Leaders / Build the Movement / Win Elections

The Five Pillars

Courageous Leadership Constitutional Liberty Stewardship of the Republic American Strength Civic Responsibility
05 — Photography

Imagery

Real, disciplined, and human. Favor black-and-white or high-contrast treatment so imagery stays true to the three-color palette.

Do

  • Authentic photos of people, service, and community — high-contrast or B&W.
  • Topographic, concrete, and steel textures as backgrounds, desaturated.
  • On dark sections, treat portraits as B&W to stay on-brand.

Don't

  • Flag stock, Capitol domes, or generic patriotic clip-art.
  • Oversaturated or heavily filtered images.
  • Staged, cheesy, or "Hollywood action" imagery.
06 — Compliance

Required Language

The disclaimer appears on the website and on outreach, fundraising, and official communications:

Paid for by Pathfinder PAC, Not Authorized by Any Candidate or Candidate's Committee.

SMS / 10DLC

Any form that collects a mobile number carries opt-in consent: By submitting, you consent to receive text messages from Pathfinder PAC. Message and data rates may apply. Reply STOP to opt out, HELP for help.

Confirm final disclaimer and contribution language with FEC counsel before publication. Brand Guide v1.0 · Pathfinder PAC.