Rocky Mountaineer

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.

Rocky Mountaineer Brand Guidelines (16.2 MB)

Logo

• Lockups — vertical is primary, used whenever possible; horizontal is secondary, used only when space is constrained, and never placed over photography (legibility risk).
• Minimum size — vertical logo 1 in wide, horizontal logo 1.25 in wide for standard use (small merchandise may go smaller as an exception).
• Clearspace — the cap height of the "R" in "ROCKY MOUNTAINEER" sets the minimum clearance on all four corners.
• Backgrounds — full-bleed photography (evenly toned, uncluttered — lighten/darken the image area if contrast is insufficient), dark blue (primarily video end-slates), or white/buff. Single-colour black and white reverse versions exist for grayscale-only reproduction.
• Don't — alter or modify the artwork, crowd the logo, or place the horizontal logo on a photo background. Keep the shield's linework transparent so the background shows through.
• Tagline — "ALL ABOARD AMAZING", used as a standalone sign-off opposite the logo, minimum width 0.75 in, scaled to 75% of the logo's width when locked up together. Third parties and tourism partners should not use the tagline.

Colour

Rocky Mountaineer layers two colour systems:

• Corporate colours — Gold (logo, headlines, promotional fields), White (reversed text over photography), and Dark Blue (a background field, especially for video/digital end-slates — large blue floors are discouraged elsewhere) are the three primaries. Buff, Sky Blue, and Glacial Lake are accents only, used sparingly in long-form documents for variation — never a replacement for the three primaries. Dark Grey is reserved for body copy.
• Service and route colours — a separate identification layer, independent of the ac/cs/rm brand theme (a route badge keeps its colour regardless of data-brand): distinct colours mark the two service tiers (GoldLeaf, SilverLeaf / SilverLeaf Plus) and the four rail routes plus Circle Journey, each paired with its own badge symbol. Used for route- or service-specific collateral (solid fields, headline colour, or table tints) — this layer sits alongside the corporate palette, never in place of it. Each -on token below is that colour's paired reverse-text colour (white clears WCAG AA 4.5:1 on every route colour).

Typography

The body line above currently renders in Mulish, not Proxima Nova Condensed — Proxima Nova was never licensed/supplied into the codebase, so --rm-font-body stands in with Mulish until it is (tracked as WEB-411). The rule below is the normative one regardless of what's live today.

Five typefaces, used as two pairings plus limited-use extras:

• Primary pairing (all standard communications) — Chronicle Display Compressed (Roman) for headlines + Proxima Nova Condensed (Light) for body.
• Secondary pairing (long-form documents only, e.g. brochures, to differentiate tiers of information) — Proxima Nova Condensed (Thin) headline + Chronicle Text G2 (Roman) body. Hard rule: never used without the primary pairing present somewhere on the same piece.
• Limited use — Knockout for pricing numerals only (white on gold); Proxima Nova Extra Condensed for small print, legal copy, and dense data.
• Fallback when corporate licences are unavailable: Georgia Pro + Arial Narrow, used interchangeably as headline or body.
• A keyline divider — one third the headline's width — separates headline from body in both pairings.

Voice & Tone

Charming/Light-hearted, Adventurous/Energetic, Clear/Vivid, Warm/Personable, Authentic/Well-crafted. Governing principle: it's not about being the most, it's about being the best.

• Voice is predominantly second-person ("you/your"); the brand may also speak first-person plural or third-person. The written voice is more restrained than a live Host's conversational voice — energy that reads well spoken can read flat in writing — except on social media, where a conversational tone is expected.
• Do — lead with the point; use specific, vivid nouns and verbs over generic adjectives; keep it light-hearted but not silly; favour "less is more" (cut what a photo already shows); vary intensity by guest-journey stage (more evocative pre-booking, more literal/functional onboard or in transactional copy).
• Don't — stack interchangeable adjectives ("amazing," "beautiful") on one noun; use overwrought or jargon-laden language without context; overpromise with unverifiable superlatives; overuse exclamation marks (use sparingly, never in headlines).
• Hard terminology rules — always "Rocky Mountaineer" (never split or abbreviated); "Guests" (not Customers/Passengers/Travellers); "Team Members" and capitalized "Hosts"; "onboard" as one word; GoldLeaf/SilverLeaf as capitalized compound words; "rail routes" (not journeys/trips) for the four named routes; a "Circle Journey" is a package combining two routes, not a route itself (and not "Circle Trip"); Canadian spelling throughout, except in material exclusive to US partners.