Slickrock Orange
#F24A1APrimary brand signal, key actions, icon fill.
Identity
Moab Ready identity
Pillar and plateau. Field-guide color. Trip-computer UI.
Design thesis
Real places. Real conditions. Real plans.
Planning state, source ownership, local constraints.
Brochure concept
Design board
Color system
Orange is a signal, not a background wash.
Links, ready states, warnings, hard stops.
Canyon Ink
#242321Primary text and dark panels.
Salt Wash
#F6F0E6Warm page background and printable surfaces.
River Blue
#1785A6Links, source rails, water and weather states.
Juniper Green
#526B47Safe states, stewardship, readiness checks.
Trail Yellow
#F2B84BWarnings, caution states, route highlights.
Heat Red
#C73220Closures, avoid states, heat danger.
Typography
Condensed for signal. System for reading.
Large for signals. Plain for decisions.
Condensed uppercase for marks and guide titles.
Plain UI and guide copy for decisions.
Source labels, last-checked dates, distances, and status tags.
Motif
Readiness state
Maps, route choices, warnings, and official checks.
Planner
Field guide x trip computer
Dates, group, vehicle, risk, weather, events, fallback.
AI
Always with you
Questions become route choices and official checks.
Sources
Trust the owner of the fact
NPS, BLM, Grand County, NWS, event owners, operators.
Trip
Saved before service drops
Maps, warnings, checks, official links, Plan B.
Use it
Live applications
Planner, saved trip, sources, guides, and Ask.