Armstrong Collective

Armstrong Collective is the master brand — its tokens are the :root default every other brand overrides from. This page re-authors the normative rules from the source guidelines, wired to the live tokens below so a token change here is a token change everywhere.

Armstrong Collective Brand Guidelines (2.4 MB)

Logo

• Minimum size — 0.85 in / 70 px for the wordmark; the monogram alone can go as small as 0.15 in / 10 px.
• Clearspace — the width/height of the logo's own "A" sets the minimum clearance on all four sides; nothing else may sit inside that zone.
• Backgrounds — colour version on white/light, reverse (white) on black/dark. Never place either on a busy, patterned, or low-contrast background.
• Don't — recolour, stretch/condense, rotate, outline, drop-shadow, retypeset, remove or add elements, or place on a cluttered background. Only the supplied files may be used.
• Lockups — primary stacked (two-line, default whenever possible), secondary horizontal (one-line, only when vertical space is tight), Endorsement Logo (pairs a sub-brand's own logo with "by Armstrong Collective" beneath it, sized and toned recessively — requires brand-team sign-off), Monogram (the standalone "A", internal accent use only, not for external partners), Armstrong Path (an undulating line motif, tertiary accent, internal use only).

Colour

• Primary — Mariana Blue, Sandstone, Nightsky, and White should be used most prominently. Mariana Blue anchors the logo, backgrounds, and headlines/copy; Sandstone works as a background or for headline/copy over darker surfaces; Nightsky is a supporting colour for body copy or wherever colour use should be restrained; White is for reversed lockups and for text over photography or dark backgrounds.
• Secondary — Green, Tempered Grey, and Purple are accent/support colours only, used selectively for backgrounds and text, and for calling out information in graphs, tables, and supporting graphics. Never treat a secondary as a primary. External use requires brand-team approval.

Typography

• Brand typeface: Manrope. Light is reserved for large, short headlines and titles; Extra Light, Regular, and Bold cover body copy, subheads, call-outs, and longer headlines — Light most often for body text, Regular where legibility is a concern, Bold for emphasis.
• Arial substitutes only in shared documents for people without a Manrope licence (tables/charts/numbers) — never for permanent branded or public-facing material.
• Negative space is a core identity trait, not just a style preference — don't overfill a layout with text.

Voice & Tone

Insightful, Inspirational, Charming.

• Insightful — speak with expert-level insight grounded in real destination/guest knowledge, not just facts.
• Inspirational — emotionally driven; can be understated, since the world is amazing enough on its own.
• Charming — warm and personable, rooted in real, owned lived experience.