The Cleveland Cryptwalkers (CC) is a conceptual cemetery exploration enthusiasts’ group that participates in competitive grave identification and cemetery cleanup games. The group’s values include fascination with the history and aesthetics of cemeteries and respect for the dead. The CC logo reflects the history of cemeteries, depicting a winged-skull version of the “memento mori” symbol commonly found on graves through the 18th century. These stones were hand-carved, which is reflected in the logo by the use of simple shapes, thick, rounded letters, and ample shading. The colors are cool and desaturated blues and creams, representing a cemetery’s calm, somber beauty. The typeface Social Gothic Medium is used for headings. It resembles the hand-carved sans-serif typeface used on gravestones during the 19th century.

Neue Kabel Medium is used for body copy. It is a clean, readable font that can be used for smaller type. The business card resembles a gravestone, featuring the memento mori symbol, the CC worn stone texture, the team member’s name and information, and the CC grass silhouette at the bottom. The letterhead also resembles a gravestone, but it is much simpler, with the logo and team info at the top, the grass silhouette at the bottom, and a subtle version of the worn stone motif with ample space to print a letter. The #10 envelope shows the logo and address in the corner in the CC colors, leaving space for postage and the receiver’s address. An identity guideline was developed, explaining and showing visual examples of the standards for CC’s branding, including a brand story, logo misuse, clear space, color studies, and type studies.