MOOD BOARD The brand of the American Alpine Club is defined as clean, authoritative, and inclusive—themes resonated within our typography, styling, logo, and use of photography. This is a climber’s climbing organization, and we pride ourselves in working to reflect the expanding diversity within outdoor a AAC member Bernd Zeugswetter a AAC member Jeremiah Watt a AAC member Shelby Miller recreation. Our brand seeks to inspire and represent passionate individuals of all genders, races, ages, and climbing disciplines— from bouldering to big walls, backcountry skiing to gym climbing. Additional branding principles to consider: Î We love climbing and climbers Î We are community-oriented, including and supporting all climbers Î We respect our past and use it to build our future Î We are environmentally conscious Î We are optimistic, vibrant, and inspirational a AAC member Krystle Wright a AAC member Ken Etzel a AAC member Leon Legot Î We are both a local and national community organization Î We live by quality and consistency Î We promote competent climbing and healthy climbing landscapes. Î Our work is simple and clean, clear and precise. Î Our work is delivered visually and reflects our brand principles a AAC member Forest Woodward a AAC member Dawn Kish a AAC member Christian Pondella AAC BRAND GUIDE 2