# Lifty Brand Guidelines

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

Every page is also Markdown: add `.md` to its URL. For one compact file with tokens, pairings and rules, read [DESIGN.md](https://design.lifty.ski/DESIGN.md). Design tokens: [tokens.json](https://design.lifty.ski/tokens.json) (W3C DTCG), [tokens.css](https://design.lifty.ski/tokens.css). The whole guide in one file: [llms-full.txt](https://design.lifty.ski/llms-full.txt).

## Guide

- [Lifty Brand Guidelines](https://design.lifty.ski/index.md): How Lifty looks and sounds — logo, colour, type, graphics, photography and voice — for designers, writers and AI agents.
- [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.

## Optional

- [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.