BUILT WELL. WORN LONG.
Est. 1950 · Americana Mindset
- ENGAGEMENT
- Visual Identity
- CATEGORY
- Apparel
- FOUNDED
- 1950
- ORIGIN
- Made in America
Rooted in 1950s American craftsmanship and utilitarian design, Postsummit is made to endure all that prevails.
The garments
The claim, in three parts
GOOD MATERIALS
Chosen for how they age, not how they photograph on the first day.
SIMPLE CONSTRUCTION
Nothing in the garment that is not holding it together.
HONEST VALUE
Priced at what it costs to make well, and said out loud.
Primary marks
Primary lockup
The signature. Wordmark, line and date, together.
Wordmark
Where the line and date are carried elsewhere on the piece.
Script
The warm register. Chest hits, informal applications.
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Summit sunrise
The one mark that carries the name without spelling it.
19 / 50
The founding pair. A device, not a decoration.
Americano Made
Origin statement. Chasing the American dream.
Applied — patches and badges
Hex patch — Mid July
Hex patch — Naval
Sunrise patch
P/S diamond
Pennant
Script patch
Americana Mindset
Everyday
In use
Colour
Five values, held. Mid July marks the one thing to act on; Naval draws everything; Hemp is the ground it all sits on.
Type
HEADLINES
Citrus Gothic
Condensed, heavy, set uppercase. One statement per view, tracked tight.
BODY
Tay Big Bird
Light geometric, wide tracking. Specification and caption weight, never display.
Both faces are named in the brand deck and neither file has been supplied — display type on this page is falling back until they are.
Specification devices
Lot tag
Every piece is numbered. The number is the proof.
P. 19 / S. 50
The stamp. Boxes, cartons, care labels.
Authentic
Applied where a claim of origin is being made.
Direction
Wayfinding and orientation on packaging.
Layout approach
One tag anchors it. Everything else runs free
The tag is the anchor: the wordmark up the spine, the facts inside — lot, size, origin, date. Past it, the brand rides open ground. Marks stand on the field the way they stand on cloth, unrestrained — chasing the American dream means nothing wears a fence.
Packaging and the road
Guardrails
Do
- Say what a thing is made of before you say what it means.
- Date it. Est. 1950 is a fact, and facts are the tone.
- Let the mark be stamped rather than placed — it should look applied, not composed.
- Keep the claims small enough to be true: good materials, simple construction, honest value.
Never
- Never wash a surface in Mid July. It is a stamp, and a stamp used everywhere stops being one.
- Never set Tay Big Bird as a headline or Citrus Gothic as body copy — the pair works because it is a pair.
- Never age the marks artificially. The wear is in the making, not in a filter.
- Never crowd the sunrise. It carries the name on its own and needs the field around it.
BUILT WELL. WORN LONG.
Est. 1950 · Made in America