Logo Lockup
Logo Type
Athelas is an elegant font family, successfully used both on screen and in print. Athelas prioritizes the beauty of fine book printing and makes it available digitally and in printed form. It takes full advantage of typographic tranquility — the white space in the margins, between the columns, the lines, the words, and finally within the characters themselves, Athelas breathes peacefully on the page.
Athelas is a typeface with open counters, elegant curves, and graceful serifs. Fluid shapes in the roman variants meet their counterpart in a more angular italic, but there are no sharp edges in the entire character set. Athelas also takes advantage of the technical developments made in offset printing. It shows its best side in finely crafted books and high quality printing conditions, or in digital works that place a premium on the tone and beauty of the piece.
As recognized by its use in Apple Inc.’s iBooks app and the desktop operating system Mavericks, the complete Athelas family has been optimized for today’s varied screen uses, along with our entire catalogue.
We selected Athelas for the Darien Squash logotype, because it is derived from traditional old style fonts and will have longevity, it will grow with the Darien Squash Program and branding. The characteristics of Athelas represents the elegance and gracefulness of a squash player’s movement on court. Lastly, Athelas is a system font, meaning that it is free and widely accessible across multiple platforms.
We use Arial as the secondary font, e.g., “Blue Wave”. Arial compliments Athelas with sharper edges and harder lines. Both fonts should hold up to different sizes when reduced for apparel, or enlarged for banners.
Logo Mark
The Wave will serve as a secondary mark for the Blue Wave Squash logo.
The “Blue Wave” mark represents grit; courage and resolve; strength of character. Synonyms: courage, bravery, pluck, mettle, backbone, spirit, strength of character, strength of will, moral fiber, steel, nerve, fortitude, toughness, hardiness, resolve, resolution, determination, tenacity, perseverance, endurance, and spunk.
We would like to see the "Blue Wave" in many places such as uniforms, on Darien Squash Blue Wave’s official website and social media accounts, promotional materials, such as car magnets and banners, and someday the mark will be visible in various venues. We hope that over time the “Blue Wave” will become one of the most visible marks for the Darien Squash Program and be a virile symbol for our teams.
Brand Colors
Blue (primary color): reliability and consistency, cleanliness and health, trustworthiness and security, and relaxing
- Pantone 647 C
- Pantone 646 C
- Pantone 2935 C
White (primary color)
Grey (primary color)
- Pantone Cool Gray 1 C
- Pantone 432 C
- Pantone 431 C
- Pantone 430 C
- Pantone 429 C
- Pantone 428 C
- Pantone 427 C
Black (accent color): sophistication, strength, security, dedication, and persistence
Red (accent color): passion, warmth and comfort
