Brand book
Paper, a gold dot, the town’s name.
Yoocal should feel like a local desk, not a ticket booth and not a tourism poster. The mark is small. The town and the time are large.
Mark
- The word is lowercase. The dot is gold, and it is the only ornament.
- On paper, the word is ink. On a night screen, the word is white and the dot stays gold.
- Do not box the word, add a mountain, or turn the dot into a pin.
Color
Gold means live: tonight, a price to notice, the one thing to do next. Violet is the action. Moss is a yes. Ink is the town. Paper is the room.
Paper #EBE6F8
The app background.
Ink #24183D
Text, night desks, the host report.
Violet #6D4DFF
The one primary action.
Gold #E8AA44
Live, season, attention.
Moss #1C7A48
Going, and a sourced Free.
Card #FFFCFF
A listing sits on white.
Soft ink #514868
Secondary sentences.
Specimen #FFF6E4
An example, not a measurement.
Type
Fraunces
The Saturday, sorted.
Outfit
A time, a place, and a price the organizer actually printed. Then send it.
- Fraunces for the headline of a desk and for big numbers. Nowhere else.
- Outfit for navigation, cards, and buttons. Buttons are sentence case, except the town name.
- A kicker is 12px, uppercase, tracked out, violet. One kicker per screen.
Voice
| Say | Because | Leave out |
|---|---|---|
| The Saturday, sorted. | The job is a commit. | Discover unforgettable experiences. |
| Après the lifts. | Winter in a mountain town is the evening. | The same line on a lake in January. |
| The week that is yours. | Locals are not visitors. | Outside first, on a Thursday free list. |
| Via organizer. Free. | The price is printed or it is absent. | A guessed dollar amount. |
| Last Saturday, 11 people opened this listing. | A host buys a count they can check. | Reach millions of travelers. |
Name the town. Name the time of day. Short sentences. Seasonal language changes in May and November for the mountains. If a week is thin, the desk says so.
Components
One violet pill group for the day. Ink for the time of day. Violet button for the plan. Moss for Going once it is on.
- Cards are white, radius 24, a photograph on top, time and town in one line, title, venue, price, then Interested and Going.
- Radius on a hero panel is 28. Do not mix sharp corners into the desk.
- A specimen banner is gold paper and small caps. Use it whenever a number is an example.
- Photography is the town in daylight or just after. No stock crowds, no logos of other brands in the frame if we can help it. The live app’s town photographs are the source.
Desks and when they change clothes
Friday
Paper background. White cards. Violet actions. Headline is the season in that town.
Winter
Ink background. Gold for the active filter. The dot stays gold. Use only for mountain towns from November through April.
Local
Warmer paper. Free is the default filter. No visitor slogan.
What the brand refuses
- A ticket checkout dressed as Yoocal.
- A national map as the first screen.
- An empty town presented as if the night is full.
- A price we wrote ourselves.
- A user count we have not measured, including on a sales screen. Example numbers wear the specimen banner.