The Dall Sheep ram is used as our mascot and logo because our founder, Bob Brownell, believed this animal represented the values he wanted his company to represent. The Dall sheep is considered to be one of the toughest to take down. Because of their remote habitat, instincts, strength and size, only a skilled hunter with excellent marksmanship skills is up to the task of taking a Dall Sheep. Success requires the right knowledge, the right equipment, and plenty of experience. Success takes the right knowledge, the right gear and plenty of experience.
The letters spelling out "Brownells" have been updated from the original font Dom Casual that appeared on the Big Book catalog in 1972. The "S" in Brownells is still slightly tilted to the right in a nod to Bob's original ownership apostrophe as it appeared as "Bob Brownell's" early in the business.
Watch a short video as Pete Brownell explains the origins of the Brownells logo with the Dall Sheep Click Here.
Preferred Clearance
Our logo represents our brand, so it should always be presented well. Ensure our logo is scalable and not crowded by other elements to maintain a professional and balanced appearance. Clear space helps our brand stand out and enhances recognition and perception every time it’s seen.
= X height. Use the B in the logo as a reference for spacing.
Stacked Logo
Horizontal Logo
Alternate Logo
Usage On Color
Logo usage on light colors
Logo usage on white
Logo usage on dark colors
Unapproved Usage
Light color or white ram
A light or white colored ram logo on a dark background looks like a photo negative.
Harsh color combinations
Using hard to see color combinations makes it difficult for users to see the logo
Reduce opacity
If the opacity of the logo is reduced, it makes it easy to visually skip the logo
Harsh drop shadows
Drop shadows can make it difficult for users to visually define the logo
Outline
An logo outline compacts valuable whitespace the logo needs to be readable
Altering or co-branding
Altering, adding, or subtracting elements from the logo hurts brand recognition
