Telling the AVO story, the right way
For news outlets, schools and partner athletes. Everything you need to know before you write or post about AVO: who we are, how to talk about us, and how our logo and colors should show up next to yours.
The basics
AVO makes premium collegiate apparel at a price that makes sense. Same fabric the big brands use, made in the USA, and every purchase helps fund opportunities for women's college athletics.
Boilerplate
Use any version as written. Pick the length that fits.
AVO makes premium collegiate apparel, made in the USA, at a price that makes sense, with every purchase helping fund opportunities for women's college athletics.
AVO is a collegiate apparel brand built on a simple idea: wearing your school's colors shouldn't mean paying a premium for a logo on cheap fabric. AVO uses the same fabric the big brands use, cut and sewn in Los Angeles, and sells it at a price that makes sense. Working directly with universities, student-athletes and campus communities, AVO helps fund NIL opportunities for female student-athletes with every purchase.
AVO exists because collegiate gear got expensive for no good reason. Somewhere along the way, wearing your school's colors turned into paying a premium for a logo on cheap fabric. AVO changes that with the same premium fabric the big brands use, cut and sewn in Los Angeles, and sold at a price that lets everyone rep their school.
AVO works directly with universities, student-athletes, sororities and the communities that make campus feel like home, showing up as the connector rather than the headline. Giving back is built into every purchase: each drop helps fund NIL opportunities for female student-athletes, the women wearing the jerseys.
Quality you can feel. Prices that make sense. A mission worth standing behind. Learn more at shopavo.com.
Posting about AVO
Whether it's a news story, a school announcement or an athlete's post, the story is always about your school and your people. AVO is the connector, not the hero. Here's what to know so every mention is accurate and on-brand.
- Write the name as AVO, in capitals.AVO partners with State to…
- Put the school and its people at the center.State's women's soccer team helped launch…
- Mention the mission as part of the story.Every purchase helps fund NIL opportunities for female student-athletes.
- Describe the product by how it feels.Premium, made in the USA, soft enough to live in.
- Keep it warm, plain and in your own voice.Write like you'd tell a friend, not like an ad.
- Write Avo, avo, A.V.O. or Avo Apparel.
- Call AVO cheap, discount or budget merch.Say "a price that makes sense" or "premium without the markup."
- Reduce the mission to a stat or a footnote.Avoid: "A portion of proceeds supports NIL initiatives."
- Compare AVO to, or name, other brands.
- Use all caps, hype punctuation or discount codes as the hook.Avoid: "DROP ALERT!! Use code AVO10 now!!"
"Premium [School] gear that's soft enough to live in."
"Every purchase funds the future of [School] women's athletics. Look great, give back."
Logo
Our logo is our most sacred asset. It's black or white only, never colored, so it stays legible and consistent everywhere it lands. Please use the official files from the downloads below rather than recreating it.
Primary · black on white
Primary · black on stone
Reversed · white on Charcoal
Clear space
Give the logo room to breathe. Keep other text, logos and graphics outside its clear-space area.
Minimum size
Never reproduce the logo below 1 inch wide in print.
Approved backgrounds
White, Stone, or Charcoal (reversed). Never place the white logo on Cloudy, where contrast is too low, or either version on busy photography.
Please don't
Co-branding with your school
When AVO appears alongside a school or partner logo, keep the two marks separate with clear space between them, at visually balanced sizes. Don't recolor the AVO logo in school colors or merge it into another mark.
Color
Five colors, pushed toward premium. White and Stone carry most of any layout, Charcoal anchors, Cloudy supports, and Shadow interrupts, like a highlighter. Click a swatch to copy its hex.
Approximate balance. If Shadow goes past roughly 10% of a layout, pull it back.
Typography
Three typefaces, each with its own job. Headlines are always sentence case, never all caps.
Onest
The workhorse: headlines, subheads, body copy, navigation and buttons.
Instrument Serif
One moment per page or screen: a pull quote, a tagline, a single word in a headline. Never body copy.
Geist Mono
Product specs, prices, dates, sizes, labels and fine print, with a garment-tag feel.
Photography
When using AVO photos, use them uncropped where possible and don't add filters or retouching.
Look for
Candid moments, natural directional light, real campus and student-life settings, and fabric close enough to feel.
Avoid
Heavy retouching, flat studio lighting, stiff direct-to-camera catalog poses, and generic stock-photo energy.
Credit
Please credit official images as "Photo courtesy of AVO" unless a photographer credit is supplied with the file.
Downloads
Official files only, please. If you need something that isn't here, get in touch.
Get in touch
Writing a story, planning a partnership, or not sure if your use is on-brand? We're happy to help.