SCOUT
Earn the patch. Keep the journey.
Your road trip now has a scoreboard you can only fill by being there. This is the brand system behind it — the logo, the field-guide palette, the voice, and the rules every ad has to follow.
01 · Identity
The Field Rose
Our mark is a brass compass rose on the field-guide black — a navigator's star that says go find the real place. It's drawn from the same geometry as the app's animated compass, so the logo and the product are one system.
One mark, always brass on black
The rose never changes color, never sits on a busy photo without a dark scrim, and never gets a drop shadow or gradient. Brass (#E8B86A) on canvas (#0D0B09) is the whole story.
Clear space & minimum size
Keep clear space around the mark equal to the diameter of the compass hub on every side. Don't place the icon below 40 px or the wordmark's cap-height below 16 px — below that the dashed ring breaks up.
✓ Do
- Use brass on the canvas black (or a dark scrim).
- Give it room — respect the clear space.
- Use the supplied files; scale proportionally.
- Let the mark stand alone or lock up with SCOUT in Fraunces.
✕ Don't
- Recolor it, add gradients, shadows, or bevels.
- Put it on orange or a light background.
- Stretch, rotate, or crowd it with other elements.
- Rebuild the old embroidered-patch icon or spell out "SCOUT" inside the mark.
02 · Color
The field-guide palette
Dark-only, warm, and disciplined: a near-black ground, one brass accent in four values, and a warm ink for type. Ember and moss are functional state colors — locked vs. collected — not decoration. Tap any hex to copy.
The ground. Every background, every icon field.
Cards and panels lifted off the canvas.
The one accent. Logo, CTAs, highlights.
Lit highlight — the compass needle's north.
Shadowed brass — depth, the needle's south.
Primary type — the SCOUT wordmark.
Locked / not-yet-earned. Functional only.
Collected / earned. Functional only.
03 · Typography
Fraunces & Inter Tight
A characterful serif for display, a tight grotesque for everything functional. Fraunces carries the field-guide soul; Inter Tight keeps UI and body copy clean and legible.
Visit a park, monument, or trail and your phone unlocks the patch. You can't buy it. You can't fake it. You have to go — 1,400+ real places in the catalog, each with its own boundary.
Uppercase label · 700
04 · Voice
Confident, earned, anti-hype
We reward doing the real thing, so we don't oversell. Let the mechanic do the bragging.
How we sound
- Confident and earned — we reward showing up.
- Concrete over abstract: name real places, real patches, real collections.
- No exclamation spam. Let the unlock do the talking.
- Reddit reads lowercase-casual; IG/FB leads with the patch art and the unlock moment.
Positioning
Scout turns real-world travel into a collection you earn by showing up.
Tagline: Earn the patch. Keep the journey.
One-liner: Your road trip now has a scoreboard you can only fill by being there.
05 · Non-negotiable
The unlock rules
Get this right in every piece of content. Scout knows the real-world boundary of every place — the actual park/monument/battlefield polygon. A patch unlocks only when the phone confirms you've stepped inside that boundary. There is no radius.
within 100m / within X feet / get close to / near it — any radius language. There is no radius.06 · Campaigns
Angles & channels
Six proven angles. Paid leads with the strongest cold hook (Angle A); organic builds the always-on drumbeat across collections and new patches.
| Angle | Hook | Best channel |
|---|---|---|
| Camera-roll jumpstart | "Your camera roll is full of patches you already earned." | FB/IG |
| Earn-only authenticity | "You can't buy it. You have to go get it." | |
| Completionist collections | "63 National Parks. The patch only unlocks when you're standing in it." | Reddit/IG |
| Road-trip scoreboard | "Your road trip now has a scoreboard." | FB/IG |
| Earned-then-stitched | "Unlock it on your phone. Own it embroidered for $8." | IG/FB |
| Mission / go see the world | "Every patch is out there. None of them are on your couch." | All |
Pre-launch CTA rules
The app is not yet on the App Store or Play Store. Do not use "download now" / "free on iOS and Android" / "link in bio to install." Use anticipation CTAs — "follow for the drop," "join the waitlist," "coming soon" — and point sign-ups to scout-patches.com/waitlist. The $8 embroidered patch is available now and is great pre-launch content.
07 · Assets
Download the kit
Ready-to-use logo files. Transparent PNGs drop onto any dark surface. Need a format that isn't here? Ping alan@scout-patches.com.
