# Brand

Last updated: 2026-07-06

Primary brand page:

- `/brand`
- `/assets/moab-ready-brochure-concept.png`
- `/assets/moab-ready-relaunch-brochure.pdf`
- `/assets/moab-ready-logo.png`
- `/assets/moab-ready-icon.png`
- `/assets/moab-ready-hero.png`

Brand promise:

Build me a Moab plan I can trust.

Design thesis:

Moab Ready feels like a field guide crossed with a capable trip computer:
local, direct, rugged enough for trail days, and clean enough to trust when a
decision matters.

Core message:

Real places. Real conditions. Real plans.

Logo rule:

Use the recovered original wordmark. Do not use the abstract square canyon redraw.

Color tokens:

- Slickrock Orange: `#F24A1A`
- Canyon Ink: `#242321`
- Salt Wash: `#F6F0E6`
- Cloud White: `#FFFFFF`
- River Blue: `#1785A6`
- Juniper Green: `#526B47`
- Trail Yellow: `#F2B84B`
- Heat Red: `#C73220`

Typography direction:

- Display: condensed uppercase for brand moments, guide titles, trail names, and packet covers.
- Body: readable text for planning, guides, operators, and source explanations.
- Metadata: monospace labels for source owners, distances, dates, status, and freshness.

Motif:

- Route ribbons
- Source badges
- Fit meters
- Event pressure
- Condition chips
- Offline packet covers
- Field notes

Copy rule:

- Copy must earn space by changing a decision, exposing a risk/source, building trust, or moving the visitor to the next useful action.
- Prefer visible product state, maps, images, tables, chips, and direct labels over explanatory paragraphs.
- Treat signpost copy as a product defect. If a visual, state, map, table, chip, icon, or tighter label carries the point faster, use that instead.
- Sample real product state before adding another explanation.

Brochure assets:

- Large design board: `/assets/moab-ready-brochure-concept.png`
- Two-page PDF: `/assets/moab-ready-relaunch-brochure.pdf`

Avoid:

- Generic adventure hype
- Signpost copy that explains obvious UI or page purpose
- Decorative western fonts
- Fake map clutter
- Abstract gradient blobs
- Tourism wallpaper that does not help a visitor decide