Canyon Spirit

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.

Canyon Spirit Brand Guidelines (7.3 MB)

Logo

• Colour by background — Rustic Orange wordmark on Sand/white/light backgrounds; Sand wordmark on Rustic Orange, Maroon, other dark backgrounds, or photography; Maroon sparingly, and only on Sand/white/light backgrounds.
• Layout — Stacked Centered when the logo is the visual focal point of a composition; Stacked Left when horizontal space is tight; fall back to the primary horizontal lockup if vertical space is tight. Positive on light backgrounds, reverse on Rustic Orange/dark backgrounds (reverse also works over photos).
• Minimum size — 0.85 in / 70 px for litho/on-screen use; other print methods may need larger.
• Clearspace — the wordmark's own "A" sets the minimum clearance on all four sides.
• Don't — recolour/tint, stretch/condense, rotate, outline/drop-shadow, retypeset, remove or add elements, or place on a busy/detailed background.
• Endorsement lockup — "by Armstrong Collective" centered beneath the wordmark, sized smaller, spaced by its own cap-height, in a recessive tone (40–60%) relative to the logo — brand-team approval required, no self-made versions.
• The Canyon Spirit Monogram Icon and RTR Route Symbol are part of the logo suite and follow the same colour-by-background usage as the wordmark above.

Colour

• Primary — Rustic Orange is the default, most-used colour for logo/copy/backgrounds; Sand is for reversed logos, copy-on-colour, and backgrounds; Maroon is a complementary/balancing colour used after Orange and Sand, or as an Orange substitute (e.g. signage).
• Secondary — Twilight (sophistication and balance), Sage (evokes nature), and Sky (calming, serene) are background colours; Shadow is neutral and text-only — never a large background field.
• Pairings — the primary trio together is the default combination. Sand type/logo may sit on any secondary background. Shadow type may sit on Sky, Sage, or Sand. Never pair Rustic Orange with Shadow alone. Digital-only tints exist for subtle variation, used sparingly in the same approved combinations.

Typography

Sampled at Regular: --fs-h1 renders between 36–60px (27–45pt) depending on viewport, which never reaches this brand's own 54pt cutoff for Light (see the size-to-weight rule below).

• Headline: Ivar Display Condensed (Light/Regular/Medium/Semibold). Body: Founders Grotesk — Regular for body copy, Semibold for subheads/CTAs, Light used selectively for editorial variety, Bold sparingly for emphasis.
• Fallback when licences are unavailable: Times New Roman (for Ivar) + Aptos (for Founders Grotesk).
• Size-to-weight rule for headlines — 54pt and above: Light · 32–54pt: Regular · 20–32pt: Medium · 20pt and below: Semibold.
• Default case is sentence case. ALL CAPS is exception-only (editorial/colour-blocked layouts, support-copy headers) and needs brand-team sign-off.
• Avoid widows and orphans; optical kerning by default, then manual tracking adjustments by size.

Voice & Tone

Lyrical, Charming, Quietly Bold, Inspirational.

• Do — be evocative and poetic without turning flowery; write with warmth and conversational charm; make clear, confident statements "with a smile"; stay clear and concise even when expressive; ground imagery in the real Southwest landscape.
• Don't — be flowery or overwrought; be brash or self-important; hedge with guesses or soft suggestions.
• Tone scale — slides from Quietly Bold (direct, for CTAs/offers) through Pointed and Expressive (emotional, consideration-stage) to Lyrical (most poetic, for hero/awareness creative like OOH and TV).