Primary Logo

Our logo features Flatland in a hand-lettered script underscored by Cowboy in an all caps serif. The top bar on the F in Flatland is stretched as an abstract nod to the West Texas Flatland, the brand's backdrop. The juxtaposition of the script and the serif, both uniquely imperfect, speaks to the elegant yet rugged brand personality. Flatland balances refinement and rawness through a design language that feels unearthed rather than constructed.

The full Combo Mark should be on all official collateral when space allows. Only set it in the following approved colorways primarily showcasing the mark in Asphalt Black and Off White. The Black and White colorways are only to be used on brand partnership collateral when required by brand partners.

Secondary Logo

Our Secondary Logo is oriented to accommodate long horizontal placements. It utilizes our Primary Icon flanked by Flatland Cowboys in our subhead typeface.

It is to be used on all official collateral when the dimensions do not allow for the full Primary Logo. Only set it in the following approved colorways.

Primary Icon

Our Icon is the simplest form of the brand. Use in brand applications with limited size allotments, such as favicons, and in embroidery, as well as a design element on applications like social media posts and merchandise.

Only set it in the following approved colorways.

Buckle Icon

Our Buckle Icon utilizes our Primary Icon in a holding shape inspired by a hammered belt buckle. This speaks to the vintage western wear at the forefront of Flatland Cowboys.

It is to be used as a design element on applications like social media posts and merchandise. Only set it in the following approved colorways with the background bleeding through the knock outs in the design. 

Curated Badge

Our Curated Badge utilizes the same hammered metal stylization as the Buckle Icon in a heritage inspired arrangement of Flatland Cowboys and our primary tagline "Curated Apparel." This design speaks to Flatland's commitment to every detail being considered and shaped by history–curated for the modern man and woman.

It is to be used as a design element on applications like social media posts, tags, and merchandise. Only set it in the following approved colorways with the background bleeding through the knock outs in the filled design. You may use either the filled or open versions as needed.

Tex Badge

Our Tex Badge uses our primary word mark as a base, extending the top stroke of the F to wrap around and ground the design. It features the notation "Tex, USA" in homage to both the West Texas and Americana influences on the brand. 

It is to be used as a design element on applications like social media posts and merchandise. Only set it in the following approved colorways. 

Safe Space

When displaying any of the logo variations, maintain ample space around it to avoid crowding or interference from other elements. To achieve this, don’t place anything within the “safe space” equivalent to 10% the width of the logo.

*Of course, there are exceptions: subtle patterns or textures overlapping at 20% opacity or less are acceptable.

Product Photography

Our photography features people in full Flatland Cowboys attire striking a balance between edgy and western, refined and casual, in an authentic West Texas environment.

Product Texture

Zoom in on key products to showcase the vintage imperfections and highlight quality textiles and craftsmanship. Showcase this imagery when regarding our commitment to high standards, and featuring key product categories.

Landscape Imagery

Our Landscape Imagery filters West Texas staples through a gritty yet romantic lens. Set in a gradient map using our brand colors, and overlayed with noise and blur, it inspires the feeling of a West Texas memory.

Use with the shadows in Asphalt Black melting to any other brand color as needed, primarily using Off White as the light color. Use as a texture element in key graphics across digital and print instances.  

Ornaments

Imperfect ornaments are used to underscore key points or frame imagery in key graphics across web and print applications. Use each element in one brand color at a time, and use sparingly to keep compositions feeling open and intentional.