Explore the official Sportsman Boats Branding Style Guide—a detailed look at how the brand maintains consistency, clarity and quality across every touchpoint. From logo usage and color palettes to proper model naming and trademark standards, this guide outlines the foundational elements that define the Sportsman identity. Whether you're part of the team, a dealer, or a partner, this resource ensures everything you share reflects the innovation, reliability and family-first values at the heart of the Sportsman brand.
At Sportsman Boats, everything we do, from how we build boats to how we present our brand, comes from one powerful idea: Designed for the days that matter. With that in mind, we’ve developed a branding style guide that ensures consistency, clarity and purpose across every part of our identity. Whether you’re referencing a model name, sharing the logo or designing marketing content, these standards are here to keep the Sportsman brand strong, cohesive and unmistakably ours.
A Legacy Built on Innovation and Family
Founded in 2011 in Summerville, South Carolina, Sportsman Boats was born from a vision to set a new standard in family-friendly boating. From a modest team of six to an industry leader, we’ve kept one goal at the core: build versatile, dependable boats that bring families together on the water.
Our lineup includes center consoles ranging from 21 to 40 feet, each crafted with advanced materials, forward-thinking design and rider-focused technology. Every model is built to provide exceptional performance, comfort and safety. Whether you’re fishing offshore, cruising at sunset or spending the day anchored at a sandbar.
Evolving the Icon: The Sportsman Logo
The Sportsman “S” has always symbolized our heritage in saltwater angling—stylized to subtly resemble a fish hook. As part of our brand evolution, we’ve modernized this iconic mark with cleaner lines and a sleek form factor that aligns with our Sportsman 3.0 design language. The result is a visual identity that reflects both where we’ve been and where we’re headed—marrying offshore grit with refined coastal styling.
The Message Behind the Mission
Our slogan, “Designed for the days that matter,” isn’t just a tagline—it’s the heart of our brand. It reminds us why we do what we do... to craft boats that make meaningful moments possible. Whether you're launching at sunrise for a solo fishing trip or gathering family and friends for a carefree afternoon on the water, Sportsman Boats are built to make every moment smoother, safer and more enjoyable.
Our brand voice is approachable, knowledgeable and inspiring. A reflection of the customers we serve and the trust we work to earn every day. Behind every hull and feature is our commitment to listen, lead and create.
A Color Palette That Feels Like Home
The Sportsman color palette is built around clean, coastal tones that speak to our marine roots. The primary colors: Sportsman Blue and Sportsman Gray represent strength, innovation and stability.
Supporting colors include:
• Orange – Used sparingly to highlight urgent UI actions
• Owners Beige – Reserved exclusively for owner-related content
• Branded Teal – A fresh, vibrant hue inspired by our Sea Glass Green hulls
These color choices give us a modern, recognizable visual presence across print, digital and on-the-water experiences.
A Strong Versatile Brand Typeface
A strong and versatile text font is essential to carrying the Sportsman brand identity across all applications. The official primary font, Skolar Sans, is a modern sans-serif companion to the well-known Skolar serif typeface. With 72 font variations ranging from gently thin to extra bold and four width variants, Skolar Sans provides the flexibility needed for all content demands. Its clean, contemporary design ensures readability and adaptability, making it ideal for responsive design while maintaining a cohesive and professional brand presence.
A Complementary Accent Typeface
To complement the bold versatility of Skolar Sans, the Cortado typeface was chosen as the official accent font for Sportsman Boats. Balancing softness with strength, Cortado brings a natural, hand-crafted feel to the brand’s visual identity. Inspired by Cecilia Carlstedt’s hand-painted script, this font captures the spontaneous energy of brushwork with dynamic cursive connections, subtle shape variations and authentic brushstroke endings. With its breezy confidence and mid-century cool, Cortado adds a touch of personality and craftsmanship to the Sportsman brand, reinforcing its commitment to both innovation and timeless style.
A Custom Sportsman Typeface
In addition to our primary and accent fonts, Sportsman Boats has a dedicated custom Sportsman Font, designed exclusively for the brand’s identity. This expanded alphanumeric typeface, derived directly from the SPORTSMAN logo, embodies the brand’s bold, dynamic, and high-performance spirit. Featuring a built-in italic slant, it conveys a sense of speed and motion, even when standing still. Due to its distinctive nature, the Sportsman Font is not intended for general use and requires explicit approval for access. The TTF file is available only by special request with approved permission, ensuring consistency and exclusivity in its application.
Model Naming: Clarity and Consistency
Correct model naming isn’t just a detail—it’s a critical piece of brand recognition. All Sportsman models should follow the format below.
Correct Formats:
• Open 402 Center Console
• Masters 267OE Bay Boat
• Sportsman Open 402
• Sportsman Masters 267OE
Incorrect Examples:
❌ 402 Center Console
❌ 402 Open
❌ 402CC
❌ Masters 267 OE
❌ O402
* Avoid abbreviations, name reordering, and spacing inconsistencies. Precision in model naming reinforces our brand identity and ensures clear communication across all platforms.*
Usage Standards for Digital and Print
To maintain a polished and unified look across all content, follow these formatting rules:
• Brand Name: Use “Sportsman” or “SPORTSMAN” only—never lowercase
• With Boats: “Sportsman Boats” or “SPORTSMAN BOATS” only
• Website: Display as sportsmanboatsmfg.com (all lowercase or all caps only)
• Phone Number: Use periods—843.376.2628
• Emails: Always all lowercase (e.g., vgonzalez@sportsmanboatsmfg.com)
Trademark Usage
Respecting our registered trademarks helps maintain legal and brand integrity.
Always format trademarks as follows:
• SportTech® Hulls
• SportLink® Electronics Integration System
• SportLink® Electronics or simply SportLink®
Never use:
❌ SPORTtech
❌ sportlink
❌ SportLink (no ®)
One Brand, One Standard
This guide is more than a list of dos and don’ts... it’s a commitment to excellence and consistency. Whether you’re writing a press release, designing a webpage or ordering team apparel, these standards help ensure everything we do reflects who we are: a brand that takes pride in the details and cares deeply about its customers.
If you ever have a question about how to present the Sportsman brand, reach out to our Marketing Team before publishing. We’re here to help.
Final Thought
Sportsman Boats isn’t just a product—it’s a promise. A promise to build boats that are as versatile as the families who use them and to show up every day with integrity, craftsmanship and care. Because the water is where some of life’s best moments happen, and we’re here to help you make the most of them.
