Brand identity kit
The mark, the map,
the mandate.
Everything Wildpath puts into the world — a wordmark, a photograph, a sentence, a lodge wall — answers to four words: travel the untamed beauty. This page is the system that holds those words accountable.
01
Primary
Wordmark
The Wildpath logo is not an icon. It is not a badge, a shield, or an emblem. It is a typographic wordmark — two words, one line, generous breathing room. WILDPATH dominates; ADVENTURES sits to its right, vertically centred, never below, never stacked.
Travel the untamed beauty
02 — Clear Space
The wordmark requires whitespace equal to the height of the letter W on all sides. Nothing may intrude on this margin — not text, not images, not borders.
Minimum clear space = height of W
03 — Minimum Scale
The wordmark must never appear smaller than 24px on screen. Below this threshold, ADVENTURES becomes illegible and the hierarchy collapses.
04
Illustration
System
Hand-drawn. Pen and ink. Cross-hatched. The illustration is the second identity element — a Namibian savannah scene with a lone acacia, a gravel road receding to the horizon, elephants, birds, and a low sun.
Never replace with stock illustration. Never flatten to vector. Never recolour. The texture is the point.
Acacia
Bird Flock
Compass
Contour Lines
05
Colour
System
Six tones pulled from the Namibian ground. Warm ivory is the pan clay. Deep charcoal is the basalt. Burnt orange is the dune at 4 PM. No colour appears that does not exist within a day’s drive of Windhoek.
Warm Ivory
Primary background — pan clay
Deep Charcoal
Primary text — basalt
Burnt Orange
Accent — dune at 4 PM
Dust Sand
Secondary surface
Muted Earth
Tertiary text — dry grass
Warm Stone
Secondary text — granite
06
Typography
System
Three voices. One register. Anton carries the wordmark and headlines — ultra-condensed, bold, uppercase. Archivo handles section titles and labels. Caveat appears only for the tagline, quotes, and section introductions.
Primary — Anton
Untamed
Heavy condensed display. Used for the wordmark, headlines, and section titles. Always uppercase. Never italic.
Secondary — Archivo
The route.
Clean editorial sans-serif for labels, subheads, and metadata. Uppercase for labels, sentence case for subheads.
Accent — Caveat
beauty
Handwritten script for the tagline, quotes, and section introductions only. Never for body copy. Never for navigation.
07
Voice
Four rules the
copy obeys.
Locate, do not engineer
We do not manufacture experiences. We find them, then clear the path. The land is the author. We are the editors.
Sensory over superlative
Write what the boot feels, what the air smells like at dawn, what the silence sounds like. Avoid adjectives that could describe any hotel anywhere.
Temporary presence, permanent impact
Our guests leave. The lodges remain. The land remains. Every sentence should honour that asymmetry.
No slop
Forbidden words: revolutionize, unlock, seamless, next-generation, cutting-edge, boutique, curated, bespoke. If a travel brochure uses it, we do not.
08
Tonality
Where we sit on
four axes.
Axis
Formal ↔ Direct
Position
Direct
Note
Short sentences. Active voice. The landscape does the work.
Axis
Warm ↔ Austere
Position
Austere with warmth
Note
Fire in the evenings, but no pillow chocolates. Comfort without cosseting.
Axis
Poetic ↔ Practical
Position
Poetic precision
Note
Metre matters, but every word must be literally true.
Axis
Exclusive ↔ Accessible
Position
Accessible seriousness
Note
Serious about the land, not about ourselves. No velvet ropes.
09
Brand values
What we
stand on.
Namibian Roots
Every guide, every lodge, every route is Namibian. We are not headquartered in London or New York.
Authentic Expeditions
We move on foot, by Cessna, and by Land Cruiser. Never by coach, never by script.
Responsible Tourism
Our footprint is measured against the land, not against a balance sheet. Carbon logged, not offset.
Conservation
A percentage of every journey funds the Save the Rhino Trust and the Namibian Desert Lion Project.
Local Communities
We hire from Damaraland, from the Kunene, from Windhoek. Our supply chain is 90% Namibian.
Slow Travel
We do not do 14 parks in 7 days. We do one landscape deeply, then move.
10
The forbidden list
If a travel brochure uses it,
we do not.
These words are stricken from every Wildpath sentence. We use specific nouns, active verbs, and the exact time of day.