Slickrock Orange
#F24A1APrimary brand signal, key actions, icon fill.
Identity
Moab Ready identity.
Original mark. Field-guide palette. Trip-computer UI.
Design thesis
Real places. Real conditions. Real plans.
Planning views, 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, dark panels, packet covers.
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.
Big where it signals. Plain where people decide.
Condensed uppercase for brand moments, guide titles, packets.
Readable UI and guide prose for decisions, not tourism filler.
Source labels, last-checked dates, distances, and status tags.
Motif
Readiness intelligence.
Ribbons, source badges, fit meters, event pressure, chips, packets.
Planner
Field guide x trip computer
Dates, group, vehicle, risk, weather, events, fallback.
AI
Always with you
Questions become choices, source checks, packet actions.
Sources
Trust the owner of the fact
NPS, BLM, Grand County, NWS, event owners, operators.
Packet
Ready before service drops
Map handoffs, warnings, checks, source links, fallback.
Use it
Use the live mark.
Planner, packet, sources, guides, AI drawer.