Rally first
Navigation, motion, terrain, and rider reality come before decoration.
Alakonnu Rally 2026
Brand book
One working guide for the event mark, typography, voice, imagery, and layout behavior.
This guide is built from the current website tokens, poster system, and public campaign assets. Downloadable files live on the separate media-assets page.
Real photos before AI Orange is signal, not wallpaper Files live on media-assets
Working focus
One system across site, decks, and email
This page holds the rules. Reusable files, photos, and banners live separately in the media-assets library.
01
Brand foundation
Alakonnu should feel like a real rally weekend in Southern Estonia: practical, high-energy, slightly dusty, and never over-designed.
Raw but organized
The tone can be rough-edged, but the information must stay clean and easy to act on.
Orange on purpose
Orange is the event signal. Let it dominate hero moments and stay disciplined elsewhere.
Readable under pressure
Condensed type, simple layouts, and clear hierarchy matter more than ornamental styling.
02
Logo system
The core mark is the square 05 badge. Use the poster lockup when date and place matter, and the landscape social image when the asset needs quick shareability.
Usage rules
- Prefer the square mark for avatars, favicons, thumbnails, and sponsor sheets.
- Use the full poster or event lockup when date, venue, or yearly edition must stay attached.
- Keep logo placements large and high-contrast. White on orange is the default hero treatment.
- Do not add gradients, chrome effects, extra outlines, or alternate color experiments to the main mark.
Square event mark
Primary avatar and app-style mark. Best for icons, thumbnails, and sponsor sheets.
Poster lockup
Use when date and venue need to travel together with the brand.
Social preview
Landscape lockup for link shares, press decks, and event announcements.
03
Color palette
The palette comes from the poster: rally orange, mud-dark contrast, and sand-toned surfaces that keep long-form content readable.
Rally Orange
--rally-orange#FF4D00
Hero backgrounds, CTA buttons, section anchors, and dominant event color.
Mud Black
--mud-black#1A1815
Body copy, navigation, strong contrast blocks, and footer surfaces.
Sand Light
--sand-light#E8E4DC
Soft cards, neutral sections, and document-style surfaces behind content.
Cream
--cream#F5F2EC
Page canvas and calm spacing around louder orange blocks.
Forest Green
--forest-green#2D4A3E
Secondary actions, terrain-inspired accents, and partner/support content.
Warning Yellow
--warning-yellow#FFB800
Alerts, urgency, and limited-use attention cues.
04
Typography
Bebas Neue carries the campaign drama, Barlow Condensed carries the UI and section rhythm, and Barlow handles everything that needs sustained reading comfort.
Display
Use for event marks, oversized numerals, and loud campaign moments.
ALAKONNU RALLY
Heading
Use for section titles, CTA labels, and compressed utility copy.
Roadbook Rally Weekend
Body
Use for paragraphs, instructions, and all reading-heavy surfaces.
Direct copy for riders, partners, volunteers, and press.
05
Voice and messaging
Write like an organizer speaking to riders and partners directly. The brand voice should feel competent, grounded, and a little dusty, not corporate or luxurious.
Direct
Lead with what matters now: date, route, ticket status, next action.
Concrete
Use real places, distances, and outcomes instead of vague hype phrases.
Confident
Speak like the event knows what it is. Avoid apologetic or overly polished wording.
Rider-aware
Respect the audience's competence. Give useful detail without over-explaining basics.
Do
- Use plain language and specific details.
- Anchor copy in route, terrain, community, or event logistics.
- Keep CTAs short and practical.
Avoid
- Generic motorsport hype with no real information.
- Luxury, premium-lifestyle, or neon-futuristic language.
- Emoji-heavy or jokey copy in primary brand surfaces.
06
Imagery direction
Imagery should feel editorial and terrain-led: dust, route notes, rider focus, and service-camp texture. Prefer real rally photography first. Generated concept plates are secondary mood guidance, not documentary proof.
- Prefer official rally photos, aftermovie stills, and authentic route imagery whenever they exist.
- Prefer natural light, overcast contrast, and grounded terrain texture over glossy studio polish.
- Keep one strong focal point per frame: bike, rider, roadbook, or camp ritual.
- Avoid crowded collages, artificial lens-flare drama, or clean racetrack aesthetics.
Primary choice
Real gallery photo
Prefer clean real gallery photography like this for email headers, partner decks, and first-line brand storytelling.
Secondary support
Editorial dawn route
Use for keynote covers, season reveal pages, and atmosphere-led hero sections.
Secondary support
Roadbook cockpit detail
Close-up detail that supports instructional, technical, or training-oriented copy.
Secondary support
Service camp night energy
For recap decks, volunteer recruitment, and community-driven storytelling.
07
Applications
The brand should scale across web UI, posters, social tiles, and partner-facing documents without changing personality.
Press and partner decks
Lead with the orange poster system, then support with clean cream or sand layouts.
Social announcements
Keep one dominant message, bold condensed type, and a single visual focal point.
Site and registration UI
Use mud-black text on light grounds with orange only where action or emphasis matters.
Email and CRM
Keep live emails lightweight and text-first. Treat the image-based email headers on the media-assets page as mockups or planning references, not default production email content.
Need files, not rules?
All public rally photos, logos, posters, social previews, email mockups, branding banners, and generated support plates are grouped on the dedicated media-assets page.