# Logo

> A playful two-peak mountain mark and a chunky custom wordmark, used together or apart, only in brand colours.

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

## At a glance

- Do: use the supplied SVG files; pick the colour variant made for your background.
- Do: colour the logo only in Mountain Teal, Electric Orange, Deep Burgundy or Icy Mint — black or white only where colour is impossible.
- Do: keep clear space around the logo, doubled between Lifty and a partner logo.
- Don't: skew, stretch, rotate, outline, add a shadow to, or two-tone the logo.
- Don't: change the spacing between the mark and the wordmark, or delete an element.
- Don't: place the logo on a jarring background or let anything cover it.

## The logomark

Inspired by the mountains and designed for movement, the mark takes a playful approach to the traditional mountain silhouette. Instead of sharp peaks and rigid shapes, soft flowing curves reflect the natural rhythm of the slopes and the freedom of skiing and snowboarding.

The organic form brings movement, adventure and personality: approachable to beginners, exciting to experienced riders. It is bold yet minimal — playful and professional — so it stays recognisable and works across digital platforms.

The two uneven peaks give it a natural rhythm rather than a balanced, corporate look. The rising and falling line also suggests a journey across mountain terrain, which ties it to Lifty's purpose: navigation.

- Mountain Teal (on #A4E8DE): https://design.lifty.ski/assets/logos/mark/mountain-teal.svg
- Icy Mint (on #142C30): https://design.lifty.ski/assets/logos/mark/icy-mint.svg
- Deep Burgundy (on #FF541F): https://design.lifty.ski/assets/logos/mark/deep-burgundy.svg
- Electric Orange (on #4C192A): https://design.lifty.ski/assets/logos/mark/electric-orange.svg
- Off White (on #142C30): https://design.lifty.ski/assets/logos/mark/off-white.svg
- Black (on #FFFFFF): https://design.lifty.ski/assets/logos/mark/black.svg
- White (on #000000): https://design.lifty.ski/assets/logos/mark/white.svg

## The wordmark

The wordmark is bold, playful and full of personality. Chunky letterforms, rounded edges and subtle curves make it friendly and approachable — a move away from the rigid, technical type of most outdoor brands.

The custom lettering adds movement and individuality and complements the fluid mark. Its strong, clean silhouette keeps it readable and recognisable on every platform: youthful energy, balanced with function and professionalism.

- Mountain Teal (on #A4E8DE): https://design.lifty.ski/assets/logos/wordmark/mountain-teal.svg
- Icy Mint (on #142C30): https://design.lifty.ski/assets/logos/wordmark/icy-mint.svg
- Deep Burgundy (on #FF541F): https://design.lifty.ski/assets/logos/wordmark/deep-burgundy.svg
- Electric Orange (on #4C192A): https://design.lifty.ski/assets/logos/wordmark/electric-orange.svg
- Off White (on #142C30): https://design.lifty.ski/assets/logos/wordmark/off-white.svg
- Black (on #FFFFFF): https://design.lifty.ski/assets/logos/wordmark/black.svg
- White (on #000000): https://design.lifty.ski/assets/logos/wordmark/white.svg

## Logo lockup

The full logo brings the mark and the wordmark together: organic curves and strong letterforms that feel energetic and balanced while staying clean and professional.

The lockup can be used **with or without the sun**. The sun adds warmth, optimism and playfulness; the simpler version keeps a strong identity on both digital and physical touchpoints.

- Mountain Teal (on #A4E8DE): https://design.lifty.ski/assets/logos/lockup/mountain-teal.svg
- Icy Mint (on #142C30): https://design.lifty.ski/assets/logos/lockup/icy-mint.svg
- Deep Burgundy (on #FF541F): https://design.lifty.ski/assets/logos/lockup/deep-burgundy.svg
- Electric Orange (on #4C192A): https://design.lifty.ski/assets/logos/lockup/electric-orange.svg
- Off White (on #142C30): https://design.lifty.ski/assets/logos/lockup/off-white.svg
- Black (on #FFFFFF): https://design.lifty.ski/assets/logos/lockup/black.svg
- White (on #000000): https://design.lifty.ski/assets/logos/lockup/white.svg

## Secondary logos

The **landscape** logo is a compact horizontal alternative for layouts where the stacked lockup doesn't fit.

- Mountain Teal (on #A4E8DE): https://design.lifty.ski/assets/logos/landscape/mountain-teal.svg
- Icy Mint (on #142C30): https://design.lifty.ski/assets/logos/landscape/icy-mint.svg
- Deep Burgundy (on #FF541F): https://design.lifty.ski/assets/logos/landscape/deep-burgundy.svg
- Electric Orange (on #4C192A): https://design.lifty.ski/assets/logos/landscape/electric-orange.svg
- Off White (on #142C30): https://design.lifty.ski/assets/logos/landscape/off-white.svg
- Black (on #FFFFFF): https://design.lifty.ski/assets/logos/landscape/black.svg
- White (on #000000): https://design.lifty.ski/assets/logos/landscape/white.svg

The **sun** adds a layer of playfulness and creative freedom. Its colour, size and placement can change — behind the lockup in Icy Mint, for example — so the brand feels fresh without losing consistency.

## Logo colours

Logos are coloured only in the primary colours: Mountain Teal, Electric Orange, Deep Burgundy and Icy Mint. Where the logo absolutely cannot be printed in brand colour, or for accessibility in digital use, black and white may be used. The tiles above show each colour on the background it is made for:

| Logo colour | Background |
|---|---|
| Icy Mint | Mountain Teal |
| Deep Burgundy | Electric Orange |
| Electric Orange | Deep Burgundy |
| Mountain Teal | Icy Mint |
| White | Black |
| Black | White |

## Clear space and co-branding

Keep clear space around the logo so it is never crowded. With a partner, duplicate the clear space and place it between the two logos: the gap between Lifty and a co-brand is **double** the logo's own clear space. Both the wordmark and the mark can be co-branded, as `lifty × Partner`.

The clear-space unit ("X") and minimum sizes are not yet defined — see [open items](https://design.lifty.ski/open-items.md).

## Placement

Where the logo sits on a digital or printed canvas. Include it wherever is best for your design — this isn't a one-size-fits-all rule.

1. Wordmark, bottom centre
2. Mark top centre, wordmark bottom centre
3. Lockup with the sun, bottom right
4. Mark, top left
5. Landscape logo, bottom centre
6. Wordmark large, centred
7. Landscape logo, top left (landscape canvas)

## Misuse

Don't misinterpret, modify or add to the logo. Its orientation, colour and composition stay as shown here. These rules apply to every form: mark, wordmark, lockup and landscape. The examples are the likeliest mistakes, not an exhaustive list.

- Don't skew or stretch the logo.
- Don't outline the logo.
- Don't add a drop shadow.
- Don't rotate the logo.
- Don't make the logo two-tone.
- Don't use jarring colour backgrounds.
- Don't let anything obstruct the logo.
- Don't change the spacing between the mark and the wordmark.
- Don't delete elements of the logo.