Everything South End looks like, sounds like and says. Link any tool, freelancer or AI to this page to keep it all consistent.
South End creates small-group endurance adventures: trail running and cycling trips in the Alps and beyond. Hard, beautiful, and deliberately small. No coaches, no crowds.
Positioning: the trips we wanted to do and couldn't book anywhere. Promise: earn the view. Tagline: Earn the view.
A minimal mountain peak. Use the full lockup where there's room; the mark alone for avatars, favicons and small spaces. Keep clear space around it equal to the height of the peak. Never stretch, recolour outside the palette, or add effects.
southend-logo.svg — full lockup · southend-profile.svg / .png — square avatar (Instagram) · favicon is built in.
Near-monochrome. The photography carries the colour. The brand stays out of its way. Clay is the single accent, used sparingly.
Tight letter-spacing on big type, generous line-height on small. Sentence case or ALL CAPS labels. Two families only. Both free on Google Fonts.
Confident, dry, minimal. Short sentences. Let the mountains do the shouting.
Big, full-bleed, slightly desaturated. Mountains, movement, scale. People small in the landscape, not posed. Often moving — slow pans or video. The image is the hero; type sits quietly on top.
For Reels and films, keep the audio identity as consistent as the visual one. Always use the same ElevenLabs voice — that fixed voice becomes South End's sound.
"Slow-building cinematic ambient track, sparse piano and deep strings, restrained and epic, building to a quiet climax. No drums until the final 10 seconds."
Paste these into your tool's Brand Kit (Canva Brand Hub / CapCut Brand Kit) so every graphic and reel auto-matches.