The Outlaw brand archetype

Visual identity

Key visual: Torn posters, gritty monochrome and spray paint interruptions.

Super graphic: A huge distressed word or slash that refuses the grid.

Colour palette

• Ground: Black #000000
• Primary: Blood Red #B00020
• Shock: Acid Green #B6FF00
• Metal: Chrome #C0C0C0
• Type: Bone #EDE8DF

Typography

Display: Archivo Black. Body: JetBrains Mono.

Shapes and motifs

• X mark
• Flame
• Tear
• Slash
• Stamp
• Shard

Textures

• Photocopy
• Scratches
• Ink splatter
• Zine collage

Motion

Glitch, jump cuts and abrupt transitions.

Do: Break alignment with purpose. Don't: Polish away the energy.

Verbal identity

Desire: Revolution and freedom. Fear: Powerlessness and conformity. Promise: We'll shake things up.

Adjectives

rebellious, raw, defiant, disruptive, edgy, unapologetic, provocative

Voice

Blunt, anti-establishment and willing to challenge the status quo.

Say

• screw the rules
• no permission needed
• say it straight

Never say

• industry best practice
• as per policy
• business as usual

Word bank

rebel, break, raw, burn, defy, unfiltered, rogue, disrupt, riot, outlaw

Taglines

• Rules were made to be rewritten.
• No permission required.
• Built different. On purpose.

Hooks

• Everything you were taught is wrong
• The industry doesn't want you to know this
• Unpopular opinion:

Post ideas

• Hot takes
• Manifesto posts
• What we refuse lists
• Raw behind-the-scenes
• Counter-culture collabs

Humour

Dark, sarcastic and sharp

Our dress code is whatever annoys the board.

Real world example: Harley-Davidson

Leather, open road and rebel identity sell freedom from conventional life as much as the bike.

Do: Take a clear stand and be provocative. Don't: Be hateful, illegal or edgy without reason.