# AFTER — Brand guide Version 1.0.0 · Updated 2026-09-20 Visual guide: https://tourism.hilo.cx/brand Machine-readable resource manifest: https://tourism.hilo.cx/brand/manifest.json ## Meaning An independent research pilot exploring the systems behind tourism destinations, with evidence people can inspect and assumptions they can question. For places worth protecting. And futures worth preparing for. AFTER asks what remains functional after pressure, disruption and change. We serve city leaders, destination teams, researchers and the communities who live with tourism. The pilot covers Madrid, Barcelona, Málaga, Valencia, Dubai. The six connected systems are climate, water, mobility, economy, community, governance. ## The actual logo The source of truth is the existing site-header identity shown in the user-approved reference: three concentric arches, a baseline, the AFTER wordmark in Archivo 600 and, in the full lockup, a divider with the two-line descriptor “The Tourism / Resilience Atlas”. The download files outline the type, so no font installation is needed to reproduce the logo. - after-mark-ink: https://tourism.hilo.cx/brand/logos/after-mark-ink.svg - after-logo-ink: https://tourism.hilo.cx/brand/logos/after-logo-ink.svg - after-lockup-ink: https://tourism.hilo.cx/brand/logos/after-lockup-ink.svg - after-mark-paper: https://tourism.hilo.cx/brand/logos/after-mark-paper.svg - after-logo-paper: https://tourism.hilo.cx/brand/logos/after-logo-paper.svg - after-lockup-paper: https://tourism.hilo.cx/brand/logos/after-lockup-paper.svg Existing site header: 54×54 arch geometry, 2.3-unit stroke; Archivo 600 wordmark. Clear space: At least the width of the innermost arch (12 units in the 54-unit source mark) around the full asset. Minimum sizes: Recommended for this kit: full descriptor lockup 320 px wide; compact logo 140 px; standalone mark 24 px. Use the compact logo when the descriptor is too small to read. - Use the supplied outlined SVGs unchanged. - Forest ink on light surfaces; warm paper on dark surfaces. - Place the whole logo on a quiet area, or a solid brand-colour panel. - Scale uniformly and keep the arch with the wordmark in first introductions. - Do not ask image models to draw or spell the logo. - Do not replace the wordmark with another font or add a full stop to the logo. - Do not recolour individual arches, distort the geometry or add effects. - Do not use the orange-baseline app icon as the primary horizontal lockup. The older https://tourism.hilo.cx/brand/symbol.svg is an app/favicon tile with an orange baseline. It remains available for that role; it is not the horizontal logo and must not substitute for the primary lockup in campaign introductions. ## Colour - **Forest ink** #142b28: Identity, headings and dark surfaces. - **Warm paper** #f5f3ec: The primary reading surface. - **Signal orange** #db4b25: A deliberate accent. Never a danger label without context. - **Quiet ink** #52635b: Supporting copy on paper. - **Pale sage** #e6eadf: Secondary surfaces and selected fields. - **Map rule** #c8cec1: Dividers and non-text boundaries. Use paper and ink for most of a composition. Orange is a signal, not a full-page default or an implied hazard level. Use forest ink for small text on orange. Do not use orange as small text on paper: the pair does not meet the normal-text contrast target. Target 4.5:1 for body text and 3:1 for large text. Dimension colours: Climate #e7ab78; Water #83bdc8; Mobility #b3c1e2; Economy #dfc97d; Community #b8ce8a; Governance #d9a9b5. Keep names visible with colour. Download https://tourism.hilo.cx/brand/tokens.json and https://tourism.hilo.cx/brand/tokens.css. ## Typography ### Archivo Headlines, body copy, labels and numbers. Use 400 for reading, 500 for headings, 600 for emphasis and the wordmark. - Regular: https://tourism.hilo.cx/brand/fonts/Archivo-Regular.ttf - Medium: https://tourism.hilo.cx/brand/fonts/Archivo-Medium.ttf - Semibold: https://tourism.hilo.cx/brand/fonts/Archivo-SemiBold.ttf - Bold: https://tourism.hilo.cx/brand/fonts/Archivo-Bold.ttf - Licence: https://tourism.hilo.cx/brand/licenses/archivo-OFL.txt ### Instrument Serif An occasional expressive phrase, usually italic. Keep evidence, labels and the AFTER wordmark in Archivo. - Regular: https://tourism.hilo.cx/brand/fonts/InstrumentSerif-Regular.ttf - Italic: https://tourism.hilo.cx/brand/fonts/InstrumentSerif-Italic.ttf - Licence: https://tourism.hilo.cx/brand/licenses/instrument-serif-OFL.txt Use restrained negative tracking, no tighter than -0.04em for content headlines. The -0.065em logo construction is a fixed legacy exception already baked into the official SVG; do not reconstruct it in content. Body measure: roughly 65–75 characters. Keep substantive mobile copy readable at 14–16 px or more. ## Composition and imagery Our visual world is the cartographic field journal: generous warm paper, forest ink, quiet rules, real geography and an occasional signal-orange detail. Use an editorial hierarchy with one main idea. Data is not decoration. Use real city photographs to establish actual place; the source and licence are in https://tourism.hilo.cx/brand/asset-credits.json. Architectural miniatures explain connected systems conceptually. Label them “AI-generated conceptual illustration — not a geographic map”. Never present generated buildings, routes or infrastructure as observed evidence. City-miniature prompts and provenance: https://tourism.hilo.cx/assets/story/cities/provenance.json. Generate background artwork without any brand text. Add the exact SVG and real fonts afterward in an editable composition. Preserve the original art and its provenance. Do not put the logo over visually busy buildings. ## Voice ### Clear Start with an observation. Explain why it matters. Use: “See what keeps a destination going.” Avoid: “Unlock a transformative tourism ecosystem.” ### Curious Invite a better question, without manufacturing certainty. Use: “What changes when your priorities change?” Avoid: “The definitive answer to city resilience.” ### Accountable Keep the source, time period and limitation with the claim. Use: “A provisional assessment of documented evidence.” Avoid: “The world’s safest destinations, ranked.” ### Human Talk about places through the people who live in them. Use: “A destination is somebody’s home.” Avoid: “Optimise the resident stakeholder segment.” Primary brand line: “For places worth protecting. And futures worth preparing for.” Useful invitations: “Look deeper.” / “Explore your city.” / “Follow the evidence.” / “Put your city on the map.” Do not claim official status, independent auditing, UN endorsement, a proven safest-city ranking, forecast certainty or unavailable product features. Grades concern provisional evidence maturity. Keep geography, periods, sources and limitations with data. The request form prepares a local downloadable brief; it does not submit the request. ## October 1 campaign Hook: “You’ll remember the before.” Date: 01 OCT. Reveal: “Welcome to what’s next.” CTA: “Look deeper.” The descriptor and actual logo identify AFTER in each composition. Corrected templates use the exact SVG and self-hosted type. Resources: https://tourism.hilo.cx/brand/campaign/manifest.json. The original generated all-type posters are superseded: their missing arch and improvised lettering are not brand references. ## Production and handoff For each new asset: select an official logo variant; reserve clear space; use actual fonts; keep one message; check claims; verify at mobile size; add alt text; deliver source and rendered file with provenance. The linked HTML templates use root-relative brand assets and should be served from this site or the root of the downloaded kit. All listed resources and their SHA-256 hashes: https://tourism.hilo.cx/brand/manifest.json. Agent-specific entry point: https://tourism.hilo.cx/brand/agent-guide.md.