Welcome to the Monod Sports Brand Guidelines. This page serves as a reference for maintaining consistency across all brand communications. Whether you’re a partner, press, or an internal team member, these guidelines ensure that Monod Sports is represented authentically and accurately.
Brand Overview
Monod Sports exists to equip and inspire adventure. As a premier outdoor retailer in Banff, Alberta, we have been a trusted outfitter since 1949, providing mountain athletes and outdoor enthusiasts with high-quality gear, expert advice, and an unwavering passion for the outdoors. Our purpose is to enable people to explore with confidence, knowing they have the best equipment and knowledge at their side.
Rooted in authenticity, performance, and a deep respect for the mountains, our ethos is built on a commitment to excellence—offering only gear we trust, service that goes beyond transactions, and a connection to the outdoor community that has defined us for generations. More than just a store, Monod Sports is a gateway to adventure, embodying the spirit of exploration and the legacy of those who came before us.
Our core beliefs
- Authenticity & Expertise
- Premium Gear & Performance
- Community & Adventure
If you have any questions about our brand, values, or how to apply these guidelines, our team is here to help. Reach out to us for more details, and we’ll be happy to assist you.
Brand Voice
The Monod Sports voice is friendly, adventurous, conversational, and witty. We are experts in outdoor gear, but we communicate in a way that is engaging, relatable, and easy to understand. While we value technical knowledge, we focus on making it accessible—educating customers through real-world experience rather than overwhelming them with specs and jargon.
Do:
- Maintain a friendly and confident tone
- Use clear and concise language
- Focus on real experiences and practical insights
- Keep the conversation engaging and natural
Don't:
- Sound overly formal, corporate, or robotic
- Overuse technical jargon without context
- Adopt a sales-driven or gimmicky tone
Our voice reflects who we are—trusted experts with a passion for adventure. Every piece of communication, whether in-store, online, or in marketing materials, should align with this approach, ensuring consistency across all customer interactions.
Logos & icons
The Monod Sports logo is a key element of our brand identity and should be used consistently across all applications. Our logo comes in three variations—Horizontal, Stacked, and Icon—each designed for specific use cases. To maintain brand integrity, the logo should always have ample clear space around it and should only be used in its approved colours.
Logos are available in black, white, and our official brand colour version (see the Colours section for details). The logo must not be stretched, altered, recolored, or modified in any way.
Horizontal Logo
The primary version of our logo, best suited for wide applications such as website headers, signage, and printed materials where horizontal space is available.
Stacked Logo
A vertical version of our logo, used in left-aligned layouts or when horizontal space is limited. It provides flexibility while maintaining brand consistency.
Brand Icon
A circular mark representing Monod Sports, serving as our brand stamp. Used for social media, merchandise, favicons, and situations where a compact brand mark is needed.
Typography
Monod Sports uses Proxima Nova as its primary typeface across all brand materials, ensuring a clean, modern, and highly legible design. This typeface is used across digital and print applications, maintaining a cohesive look and feel in all communications.
Header
Proxima Nova Bold
Primary headings for marketing materials, website headers, signage, and major sections.
- 5 Tracking
- 100% Leading
Sub Headings
Proxima Nova Medium
Secondary text introducing sections, supporting headings, or guiding attention.
- 0 Tracking
- 100% Leading
Body text
Proxima Nova Regular
Paragraph text, product descriptions, website content, and long-form writing
- 0 Tracking
- 140% Leading
Colours
The Monod Sports colour palette is an essential part of our brand identity, creating a recognizable and cohesive visual presence across all applications. Our colours reflect the brand’s adventurous spirit, connection to the outdoors, and premium positioning.
The colour palette consists of four core colours. These colours should be used consistently across digital, print, and merchandise applications to maintain brand recognition.
Photography
The Monod Sports photography library provides a collection of approved images for press, media, and partners to use in brand-aligned communications. These images represent our store, brand heritage, and the outdoor lifestyle that defines us.
Below, you’ll find categorized galleries available for download. These assets should be used in alignment with our brand guidelines, maintaining the authenticity and adventurous spirit of Monod Sports.
Not finding what you're after? Please contact our team.
Retail Store
High-quality images of the Monod Sports storefront, interior, and customer experience.• Used for digital and print materials to showcase the physical presence of the brand.
Historical
Archival images that highlight the brand’s heritage and evolution since 1949. Used selectively for storytelling, social media, and special brand features.