Boldshirt
Brand Spec Card — Ref 01
01 — Logo & Wordmark
Boldshirt Logo on light
Boldshirt Logo on dark
Boldshirt Logo on green

Illustrated Wordmark — "BOLD" + Hawaiian Shirt + "SHIRT"

Two-line stacked wordmark with an illustrated green Hawaiian shirt at center, overlapping the text. "BOLD" on top row, "SHIRT" on bottom row. The shirt replaces/overlaps the "O" in BOLD and the "I" in SHIRT. Font: heavy-weight italic condensed sans-serif (Impact-style), all caps, black on light / white on dark backgrounds. The Hawaiian shirt illustration features green tropical patterns (hibiscus, monstera, palm fronds) with an open collar, chest pocket, and buttons. Logo is always used as a unit — never separate the shirt from the text.

Heavy Italic Display Font Hawaiian Shirt Illustration Two-Line Stacked Green + Black/White Always As Unit
02 — Typography System
Headlines & Display
YOUR BRANCH.
YOUR SHIRT.
Montserrat Extra-Bold / Black Always uppercase. Tight leading. Used for headlines, CTAs, and display text. Letter-spacing: 2-4px.
Body & Descriptions
Branch-specific Hawaiian shirts designed for the veterans who earned the symbols on them. Worn with pride, recognized on sight.
Montserrat Regular / Medium Sentence case. Used for descriptions, longer copy, ad body text. Line-height: 1.6.
Accents & Labels
SHOP NOW
$39.95 · S–5XL · FREE SHIP
Montserrat Semi-Bold / Bold Always uppercase. Used for CTAs, price labels, product specs, navigation. Letter-spacing: 2-3px.
03 — Color Palette
#0F7B00
Service Green
Primary · CTA · Logo
#C8A246
Brass Gold
Accent · Badges · Earned
#1A2E4A
Navy Deep
Secondary · BG · Headers
#F5F0E8
Heritage Cream
Neutral · Canvas · Space
#2D2D2D
Anchor Charcoal
Text · Captions
04 — Design Rules

→ Always

  • Spacious layouts — product is the hero. Let the shirt speak.
  • Warm natural lighting. Golden hour, outdoor, real environments.
  • Real people: silver-bearded men at BBQs, golf, cruises, VFW events.
  • Military symbols as subtle accents — stars, stripes, not the main design.
  • Fabric texture, canvas, linen feel. Heritage warmth.
  • Branch-specific details: correct emblems, mottos, unit designations.
  • Hawaiian shirt patterns vibrant and visible. Shirt IS the hero.

✕ Never

  • Military stencil fonts — costume / cringe / airsoft aesthetic.
  • Skulls, crossbones, aggressive "warrior" imagery.
  • Neon colors, glitter effects, heavy drop shadows.
  • Pure black (#000) backgrounds — too harsh for warm brand.
  • Stock photo people — no young models, no studio glamour.
  • Political messaging, partisan symbols, flag-waving propaganda.
  • Generic "military" — always specify branch. Marines ≠ Navy ≠ Air Force.
  • "Thank you for your service" — veterans universally hate this phrase.
05 — CTA Button Style
Shop Now View Collection Learn More Shop Now
Boldshirt.com Confidential — Internal Use Page 1 / 2
Boldshirt
Visual Style Card — Ref 02
01 — Brand Essence

Earned

Every symbol on every shirt was earned by the people who wear it. Not borrowed, not generic, not decoration.

Bold

Hawaiian format turns quiet pride into visible celebration. Bold enough to be recognized, casual enough to wear every day.

Warm

Not a brand that shouts. A brand that nods. Like a trusted friend who happens to understand military service deeply.

"He never talked about it. But every morning he'd put on his Seabees cap and walk to the diner. That cap was his entire vocabulary about those 22 years. Everything he couldn't say, he wore."
Sam — Founder, Boldshirt
02 — Photography Direction

Product Photography

Hawaiian shirt laid flat or on hanger, all-over print clearly visible. Bright, even lighting. White or Heritage Cream background. Show pattern detail — the print IS the product. Subtle fabric wrinkles for texture (not ironed flat).

Flat Lay Hanger Shot Pattern Detail Natural Texture

People & Lifestyle

Real men ages 45–75+. Silver/gray hair, weathered faces, genuine smiles. Natural settings: backyard BBQ, golf course, fishing pier, VFW hall, cruise ship deck, beach boardwalk. Hawaiian shirt always visible and recognizable.

Ages 45–75+ Real Settings Natural Light Warm Tones

Lifestyle & Context

BBQ with family, golf outings with buddies, walking the boardwalk, reunion group photos, Father's Day celebration, VFW Friday hangout. Product lives in REAL life — never staged studio glamour. The "off-duty veteran" vibe.

BBQ Golf Cruise VFW Reunion Beach

Background & Surface

Heritage Cream, warm white, light wood, or natural outdoor backgrounds. Never dark, never colorful, never textured fabric. Background should disappear — product and person are the only heroes. Generous negative space.

Cream Warm White Light Wood Outdoor Negative Space
03 — Product Styling Notes

The Hawaiian Shirt

All-over dye-sublimation print. Button-front, short-sleeve, regular fit. 100% polyester 120g. Pattern = branch-specific military emblems woven into tropical Hawaiian design. Vibrant colors. S–5XL.

The Classic Cap

Structured front, embroidered branch emblem. Daily-wear staple for veterans. Natural complement to Hawaiian shirt. Show front emblem clearly. Often seen together with shirt as a "set."

The QZ Hoodie

Quarter-zip hoodie with all-over print. Winter seasonal product (Oct–Feb). Same dye-sublimation quality. Warm, cozy, branch-specific. Show zipper detail and print coverage.

04 — Mood Spectrum
Loud Bold Proud Confidence Understated Invisible
Novelty Fun Heritage Traditional Formal
Tactical Rugged Warm Soft Delicate

Target Audience — Quick Reference

Primary — Veterans (Self-Purchase)
US military veterans, 45–75+, retired or active. Identify strongly with their branch. Wear service pride daily. Hawaiian shirt = off-duty uniform.
Secondary — Gift Buyers (55–65% of decisions)
Wives, daughters, granddaughters buying for veteran family member. Solve "impossible gift" problem — personal, meaningful, wearable.
Branches Served
Seabees · Navy · Submarine · Air Force · Coast Guard · Marines · Airborne (82nd, 101st) · Rangers · Army
Key Insight
"I served. I'm proud of it. I still want people to know that about me, but I want to express it in a relaxed, social, comfortable way."
06 — Anti-Aesthetic (Never Do This)
✕Skulls & Crossbones
✕Stencil Fonts
✕Tactical / Camo BG
✕Political Imagery
✕Neon / Glitter
✕Stock Photo Models
✕Generic "Military"
✕"TYFYS" Copy
Boldshirt.com Confidential — Internal Use Page 2 / 2