# Lifty Brand Guidelines

> How Lifty looks and sounds — logo, colour, type, graphics, photography and voice — for designers, writers and AI agents.

Source: https://design.lifty.ski/ · Updated 2026-10-27

## At a glance

- Do: use only the brand palette — the four primaries, Off White, the Mixed Gradient and the documented digital extensions.
- Do: use the supplied logo files as they are.
- Don't: alter, recolour, skew, outline or add effects to the logo.
- Don't: set body text in Coolvetica or Jorude — they are display faces.

This guide explains the basic elements of Lifty's visual identity and how we use them to build the brand. Following it keeps every Lifty touchpoint consistent, memorable and meaningful for the people who ski with us.

Lifty is turn-by-turn navigation for ski resorts: pick two points and it tells you which lifts and pistes to take, filtered by how you ride. It works offline, all day. The brand is **playful and adventurous, but clear and dependable** — approachable to a first-week beginner, exciting to someone who has skied for twenty years.

## What's here

- [Voice](https://design.lifty.ski/voice.md) — Lifty sounds like a local guide — warm, brief, confident and specific. Never hype.
- [Logo](https://design.lifty.ski/logo.md) — A playful two-peak mountain mark and a chunky custom wordmark, used together or apart, only in brand colours.
- [Colour](https://design.lifty.ski/colour.md) — Bold, unexpected colour — teal and orange lead, mint and burgundy add depth, Off White gives room — plus functional colours for pistes and safety.
- [Typography](https://design.lifty.ski/typography.md) — Coolvetica for headlines, Jorude for expressive moments, Poppins for everything you read.
- [Graphics](https://design.lifty.ski/graphics.md) — The sun, the mountain line and contour patterns, plus stickers and oversized type, for energy beyond the logo.
- [Iconography](https://design.lifty.ski/iconography.md) — Familiar, universally recognised symbols for places on the mountain, so riders understand them at a glance.
- [Photography](https://design.lifty.ski/photography.md) — Authentic, energetic moments of adventure and friendship — unexpected angles, natural light, brand colours in the frame.
- [In the app](https://design.lifty.ski/in-the-app.md) — How the brand meets iOS and Android — brand colour inside content, native system chrome around it.
- [Downloads](https://design.lifty.ski/downloads.md) — Every logo in every colour, the brand patterns, design tokens and the agent-readable files.
- [Open items](https://design.lifty.ski/open-items.md) — What the guide doesn't settle yet — questions for the designer, licences, and differences from the apps.

## For AI agents

Every page has a Markdown twin: add `.md` to its URL (this page is [`/index.md`](/index.md)). [`/llms.txt`](/llms.txt) lists them all, [`/llms-full.txt`](/llms-full.txt) holds the whole guide in one file, and [`/DESIGN.md`](/DESIGN.md) is the compact version: tokens, pairings and rules. Design tokens are at [`/tokens.json`](/tokens.json) (W3C DTCG format) and [`/tokens.css`](/tokens.css).

Inside the Lifty repository, read `brand/DESIGN.md` — it is the same file.

## Source

Version 01 of the visual guidelines, by Designer By Day, 20 October 2026. Where this site and the PDF disagree, the [open items](https://design.lifty.ski/open-items.md) page says why.