Brand essentials · v2.0 · Aug 2026 · supersedes v1
Atlas
&Ocean
Summit → sea · Morocco
Guided, solo-friendly weekend summits in the High Atlas — and from 2027, the trade wind at Essaouira. One logo, everywhere: the badge. A pennant planted on the ridge, second summit behind, swell below.
01 · The badge
One logo · four arrangements · nothing else
Atlas
&Ocean
Atlas&Ocean
- Primary · badge + stacked name
- Horizontal · nav, signatures, documents
- Badge alone · patches, avatars, favicon ≥20px (drop the wave below 28px)
- One-colour · stamps, embroidery, engraving — all ink or all sage
Clear space = ¼ of the ring diameter
Minimum sizes — primary 72px tall, horizontal 30px tall, badge alone 20px. In running text the name is just type: Saira Condensed 700 caps, no logo treatment.
Never
Don’t stretch the ring, don’t set it on gradients or busy photo areas, don’t recolour the flag or peaks — the flag is acid or single-colour, nothing else. Never set the name in another typeface or lowercase.
02 · Colour
- Sage#E6E8E3 · 55%
- Ink#10151A · 30%
- Mist#DCDFDA · 8%
- Atlantic#2F6E8F · 5%
- Acid#DDFF33 · 2%
Acid is a signal, never a surface: the flag, one CTA per screen, live markers, the summit dot. Atlantic belongs to water — waves, sea-level lines, ocean content — plus links. Alerts and sold-out states use #B4436A, which never appears in the logo. Everything else is sage, mist and ink.
03 · Typography
Summit day
starts 04:30
Saira Condensed 700 caps — display, 40–120px, line-height ≤ .9
4,167 M · 3 DAYS · €350 · 8 MAX
IBM Plex Mono — data, labels, coordinates, prices
You leave the refuge in the dark. By the time the sky turns, the last 700 metres are scree and switchbacks, and four hours later you are standing on the roof of North Africa with seven people you met on Friday.
IBM Plex Sans 400 — body, 15–18px, line-height 1.6–1.7
Three faces, three jobs, no exceptions. Condensed caps for anything that behaves like a headline; Mono for anything that behaves like an instrument reading; Sans for anything a human wrote. Never mix jobs.
04 · Voice
We say
- “Three days. One summit. No experience needed, but real effort.”
- “Eight in the group, a certified guide from Imlil, and a pace that is yours.”
- “Come on your own. You won’t walk down that way.”
We don’t say
- “Unforgettable journeys of a lifetime.”
- “Discover the magic of authentic Morocco.”
- “Push your limits and find your true self.”
Short sentences. Numbers instead of adjectives. Name the hard parts — 04:30 starts, scree, the refuge dorm — because that is what makes the summit worth it. We are new and we say so: season 01, policies in writing, the founder answers the phone.
05 · Photography
Cold mountain light against warm ocean light — that contrast is the brand. Shoot people in the landscape, never posed against it. Real weather, headtorches, steam off mint tea. Keep one figure in frame for scale. Grade slightly desaturated; never teal-and-orange, never drone-only galleries.