FIELD AUDIT  /  IDENTITY SYSTEM  /  V2
CAIRN SUPPLY CO.
A ground-up visual-identity system for an outdoor label — logo, color, type, and the rules that keep every page on-brand.
CAIRN SUPPLY CO. VISUAL IDENTITY
0108
SECTION 01
BRAND AUDIT
The Diagnosis

BRAND
IN
PIECES.

Across 42 live pages, the Cairn wordmark appeared in 11 different croppings, three of them stretched off their original aspect ratio.

Product photography sat on four different creams, and the trail-marker orange shifted hue between the app icon, hangtags, and paid ads.

This system replaces guesswork with four locked rules: logo, color, type, and grid, enforced page by page.

V2 AUDIT
BRAND AUDIT
0208
BY THE NUMBERS
AUDIT FINDINGS

FOUR NUMBERS, ONE MESSY BRAND.

/01
11
Logo Croppings
Distinct wordmark lockups found in market — only one is approved.
/02
6
Shades Of Orange
Hex values all calling themselves "Cairn Blaze" across hangtags and ads.
/03
4
Type Pairings
Competing display faces used for headlines with no shared scale.
/04
0
Page Templates
No documented grid — every landing page was built from scratch.
AUDIT FINDINGS
0308
RESCUE PRINCIPLES
SCHEMATIC / A

FOUR RULES,
STACKED
TIGHT.

The rescue isn't a new logo — it's four rules that lock the existing marks into one system: a single lockup, a three-color trail palette, a two-face type scale, and an 8px grid every template inherits.

Logo — one lockup, clear-space locked
Color — Trailhead Green, Blaze Orange
Type — Archivo Black + Space Grotesk
Grid — 8px baseline, locked margins
RESCUE PRINCIPLES
0408
PAGE SYSTEM
CHART / BARS

THE PAGE SYSTEM, LIVE ON EVERY TEMPLATE.

On-brand pages (%)
Now: 100%
Rule-locked
0255075100
18W1
34W2
47W3
61W4
78W5
92W6
100W7
FIG. 01 — SHARE OF LIVE PAGES AUDITED AS RULE-COMPLIANT, WEEK OVER WEEK.
ROLLOUT
0508
PROOF OF REBUILD
FOUR TEMPLATES

EVERY PAGE, REBUILT ON THE SYSTEM.

01
Home
Hero swapped to the single approved lockup and Trailhead Green; headline set in Archivo Black at the locked scale.
02
Product
Photography re-cropped to the 4:5 grid; price and CTA snapped to the 8px baseline used across all 42 pages.
03
Journal
Long-form editorial rebuilt with the two-face type pairing — no more competing display fonts in one scroll.
04
Checkout
Trust badges and hangtag color corrected to the single Blaze Orange hex; the last rogue shade retired.
TEMPLATE REBUILD
0608
EXPORT CHECKLIST
DELIVERABLES

WHAT SHIPS WITH THE SYSTEM.

SIGN-OFF READY
Kit
Contents
Format
Owner
Logo
1 lockup, 3 clear-space rules
SVG + EPS
Brand team
Color
3 core + 2 accent hex
Figma tokens
Design
Type
Archivo Black + Space Grotesk
Web + print specs
Design
Grid
8px baseline, 4 templates
Page starters
Engineering
HANDOFF
0708
END OF DECK
SIGNED OFF

STAY
ON BRAND.

One lockup. Three colors. Two typefaces. An 8px grid. Forty-two pages, zero exceptions — the Cairn Supply Co. identity system ships to brand and engineering today.

CLOSING CARD
0808