Brand guidelines

How to use the Rúngne brand

Everything on this portal is free to use in Rúngne retail and marketing. These are the few rules that keep it looking like us.

Palette

Three colours do the work. Midnight is the ink and the dark editorial surface, Icecap the light canvas. Lemongrass is an accent, never a surface: one accent per view, never a background, never body text on light.

Midnight #1A2732

Ink on light. Dark bands, scrims, the canvas of Story and Club artwork.

Icecap #FFFFFF

Light canvas and contrast. The logo on dark.

Lemongrass #E0F275

Accent only — one per view. Text on it is Lemongrass-ink #2A3A10 or Midnight.

Mist #F5F5F3

Light panels and the ground under product photos.

Stone #E8E9E7

The only hairline colour, 1 px.

Muted #70767B

Secondary copy, captions, kickers on paper.

Typography

Sequel Sans, three weights: Semi 600 for titles, kickers and labels, Regular 400 for body copy, Book 300 only for a large lede. Since September 2026 titles are in sentence case on the website, in e-mail and in decks. Uppercase is reserved for kickers and labels; Story and Club artwork keeps its uppercase display.

Logo

The logo comes as primary, stacked and horizontal marks in Midnight, with RGB screen, CMYK print and Pantone print versions. Use the Midnight logo on light backgrounds and the Icecap logo on dark. Lemongrass is only ever an accent on dark. Never recolour the logo, never stretch it, and never place a Midnight logo on Midnight.

Layout

Square corners everywhere. Structure comes from stone hairlines, mist blocks and white space — no drop shadows, no gradients except a scrim over a photo, no coloured bars or stripes. Buttons are square; where a button sits on Midnight it is paper, on light it is ink.

Photography

Real climbers in real places, shot climber to climber — never a stock feel. Product shots sit on mist. Put a Midnight scrim between a photo and any text on it. Steer clear of the generic climbing clichés: the chalk clap, golden-hour drama, HDR. AI imagery only where a brief asks for it, and then it follows our own look.

Tone

Confident, climber to climber, with a dry Scandinavian sense of humour. Never corporate. The tagline is UNTAMED SPIRIT. The name is pronounced ROONG-neh.

Do and don't

Do

Use the Midnight logo on light and the Icecap logo on dark.
Keep titles in sentence case; save uppercase for kickers and labels.
Use Lemongrass once per view, as an accent.
Put a Midnight scrim between a photo and text.
Use the real photos and films from this portal.

Don't

Recolour or stretch the logo, or put a Midnight logo on Midnight.
Use Lemongrass as a background or for body text on light.
Set titles in uppercase or title case.
Add rounded corners, drop shadows or gradients.
Use stock or generic AI climbing imagery.
Sound corporate.