Case Study
CR2 Shooting Solutions
Brand Identity
The branding for CR2 Shooting Solutions was designed to reflect precision, expertise, and adaptability; qualities that define the company’s instruction in marksmanship, drone training, and tactical skills.
More than a name…
The name CR2 comes from Chris Roberts, the founder and lead instructor, and Chris Rance, a fellow instructor. Known among students and peers as “Chris R,” the two instructors inspired the CR2 name. The number “2” emphasizes their shared first name and represents their collaborative approach to instruction.
Color Palette
The color palette of green, gray, and black supports CR2’s identity by communicating focus, professionalism, and strength. Green suggests readiness and clarity. Gray adds balance and neutrality. Black brings boldness and authority. Together, these colors form a visual system that speaks to the brand’s discipline and versatility.
Typography
Typography is based on Helvetica Neue, a neo-grotesque sans serif chosen for its clarity, neutrality, and timeless appeal. Each style within the type system is used with intention:
Main Logo: bold
Tagline: bold italic
Headings: condensed bold, all caps
Subheadings: medium italic
Body text: regular
Logo
The original logo was inspired by the periodic table, specifically the element chromium (Cr). Chromium is widely used in the shooting industry for its durability and resistance to wear. The name CR2 fit naturally within the structure of a periodic element, guiding the logo toward a clean and recognizable format that reflects scientific and tactical precision.
Secondary Logo
Multiple logo variations were developed to support use across printed, digital, and apparel. A secondary logo was created to represent the CR2 Pillars: Observation, Communication, and Marksmanship, which form the foundation of CR2’s curriculum for military personnel, law enforcement professionals, competitors, and outdoor enthusiasts.
Supporting Elements
Contour line elements support the main design elements by adding energy and balance. They also serve as a nod to the contour lines on a map, which are relevant to the types of training CR2 Shooting Solutions provides.
A brand identity that grows with the client…
As CR2 expanded into the retail market and drone training, the brand system remains flexible and modern, capable of supporting the company's evolving mission. The result is a cohesive identity that reflects both the technical and human elements behind CR2 Shooting Solutions.
