L'identité District 68

A brand built on one sentence

District 68 is a corner of Pierrefonds on Montréal's West Island. The name says both things at once: where we come from, and how we carry ourselves. Everything below exists to keep that intact on every garment, label and screen.

Founded on the blockPrinted in MontréalOne ink, no restocks

The place

À-Ma-Baie, Pierrefonds, West Island. Named, not borrowed. The address is on the label because the address is the point.

The posture

About My Business. Head down, work first, no noise. The clothes say it once and stop talking.

The proof

Sport was the M.O. before it was a look. Athletic typography, team marks, one honest ink on a heavyweight blank.

01 / Les marques

The marks

The 68 leads. Four supporting marks carry the name. Every one is built in three layers: extrude, keyline, fill.

The 68 · Primary mark

The official logo. Bubble numerals with a white keyline and a black extrude, and an eagle's head cut into the shoulder of the six. It leads every application: loading screen, header, hang tag, chest hit, hardware.

Primary lockup

Arched name over the block, rule, slogan. Labels, packaging, printed footers, the about page.

Horizontal

Sits in a 70px bar without shrinking. Site header, email, receipts, anywhere width beats height.

Monogram

Face, keyline, black extrude. Avatar, favicon, cap front, left-chest hit.

The seal

Flat build so it survives small. Woven labels, stickers, inside the hood, hang tags.

02 / Respiration

Clear space and size

Clear space = the cap height of the A on all four sides

Horizontal, 40 mm / 150 pxBelow this, drop to the monogram.

The 68, 15 mm / 64 pxHolds down to a favicon. Below this, drop the extrude.

Monogram, 16 mm / 64 pxThe smallest District 68 can go and stay legible.

Seal, 20 mm / 74 pxFlat build only. Never the layered marks at this size.

03 / La couleur

Three colours, no fourth

Bay Blue carries the brand. Ink Black holds the extrude and the body copy. Field White is the ground and the print.

Bay Blue#0E4269The brand colour. Marks, links, kickers, one-ink prints on light garments.

Ink Black#14181CHeadlines, body copy, the extrude layer, dark garment grounds.

Field White#FFFFFFThe page. Also the ink: white prints on every dark blank.

Print rule: One ink per garment. Blue or black on light blanks, white on dark. Never two inks on the same piece.
Screen tints: Bay Blue lightens to #7FB2DA on black grounds only, for a second line of type. It is not a brand colour and never appears in a mark.
Retired: Gold, cream and royal are out of the system. So is any wave, ripple or water device under the letters.

04 / Le caractère

District Block

One display face, drawn for this brand. A condensed athletic block, corners barely softened, no serifs, caps only. Nothing borrowed.

ABCDEFGHIJKLMNOPQRSTUVWXYZCaps

0123456789 ÀÉÈÔ & . · /Figures and accents

About My BusinessDisplay / headlines

Pierrefonds · West Island · 68Label / kickers, tracked .2em

Archivo carries every sentence longer than a label. It is the only text face, set at 15 to 19 pixels with a 1.6 line height, and it never sets a headline.Body / Archivo

05 / La voix

How it talks

Short sentences. Plain words. Facts you can check. The brand states things once and moves on.

We say

About My Business. The slogan, spelled out, never abbreviated in copy.
District 68. Accents kept. It is a place, not a style.
Built Different. The creed line. Used on its own, never stacked with another claim.
Printed to order in Montréal. Because it is, and it explains the wait.
Made to order. A clear description of how each piece is produced.

We don't

Sell the neighbourhood's hardship. The park stayed open. That is the story.
Use hype words: exclusive, limited edition, drip, fire, must-have.
Invent heritage. If a date or a number is on a garment, it is real.
Shout in long copy. Caps are for the marks and the labels only.
Use the em dash. Commas, colons and full stops carry the sentence.

06 / Le credo

Show up · Built different · Carry your end

Three lines, always in this order, always in District Block. They print as a back graphic and they set the tone for every piece of copy the brand writes.

07 / L'application

On the garment

Zones: Front and back only. These blanks carry no sleeve zone, so the brand does not fake one.
Artwork: Vector line, flattened to a single ink, checked at full print size before a garment is touched.
Resolution: 12 in wide at 300 DPI for back graphics, 11 in for front blocks, 4 in for left-chest hits.
Sizing: S to 3XL, unisex, boxy. Size down for a closer fit.
Care: Cold wash inside out, hang dry, no iron on the print.

08 / Première collection