Brand guidelines · v3 · October 2026
The idea
Private touring, done properly. The day a local would plan for a friend, run with the care of a professional outfit: safe, reliable and unhurried.
The name comes from the Tantalus Range, the glaciated peaks across the Squamish valley from the Tantalus Lookout on Highway 99. It is a real place, and guests learn what the name means by standing in front of it. Say it TAN-tuh-lus.
01 · Character
We are, we aren't.
- Premiumnot luxury
- Confidentnot cocky
- Reliablenot rigid
- Adventurousnot extreme
- Localnot touristy
- Knowledgeablenot academic
- Warmnot cheesy
- West Coastnot cliché
How a day with us should feel
- “I feel like I actually saw Vancouver.”
- “That didn't feel like a tour.”
- “We did things we'd never have figured out ourselves.”
- “That was one of the best days of the trip.”
02 · Logo
The range, engraved, over the name.
The drawing is the Tantalus Range as it looks from the Tantalus Lookout on Highway 99, the view the tours stop for. The name sits under it in plain capitals, exactly as wide as the range.
How the range is drawn
01
The real range
Every summit and saddle is placed from elevation data, as it looks from the Tantalus Lookout on Highway 99. Omega, Pelops and Niobe, Alpha, Serratus, Dione and Mount Tantalus are where they are in life.
02
One light
The sun is in the south-east, as it is late in the morning. The faces turned away from it carry the shade.
03
Strokes follow the rock
Every stroke runs down the fall line of the slope it sits on, the way water would. None is decoration.
04
Shade under the ridge
Solid shade sits under each ridge and trails off into strokes. There is no solid skyline, no sky and no frame.
The name
Always both words, Tantalus Tours. Never Tantalus alone, and never with mountain, guides or guiding.
Space
Keep clear space all round equal to the height of the letters. Nothing sits closer than that: no text, no edge, no other logo.
Colour
Ink on paper or bone, white or bone on ink or a dark photograph. One colour at a time. Never red, never a tint, never a gradient.
Don't
Stretch it, redraw the range, add strokes or take them away, add a shadow, draw a circle, badge or box round it, or set the name in another typeface. A round profile picture is fine: the platform crops it.
03 · The set
Built from the small end up.
Most of the logo's life is small: a phone header, a profile picture, a card, a vest. So there are five pieces, each made for a size. The fine engraving is kept for the places with room; below that, the drawing gets simpler, not smaller.
01
Icon
Profile picture, browser tab, anything tiny.
16 px and up. Under 48 px, the plain cut.
02
Icon and name
The site header, an email footer, narrow spaces.
150 px or 40 mm wide and up.
03
Stacked
A card, a vest, a cap, a voucher.
110 px or 30 mm wide and up.
04
Logo
Print, signs, the vehicle door, the cover of anything.
240 px or 60 mm wide and up.
05
The range
A wall, a wide band across a page, the foot of the site.
700 px or 300 mm wide and up.
04 · Icon
Alpha, with Serratus on its shoulder.
Alpha is the summit people point at from the lookout. The icon is that peak and the shoulder of Serratus beside it, in the same light as the logo: bare where the sun lands, solid where it does not.
Two cuts
With cut lines through the shade, for 48 px and larger. Plain, with a heavier line, for anything smaller and for stitching.
Profile pictures
Bone on ink. The square file fills the frame; a platform that crops to a circle still clears the icon.
On its own
Only where the name is already nearby: a profile next to the account name, a cap on a guide, the tab of the website.
05 · In use
On the things people hold.
Private tours · Vancouver · Sea to Sky · Whistler
tantalustours.com
Vancouver, British Columbia
06 · Colour
Ink, stone and bone.
There is no accent colour. Colour comes from the photographs: alpenglow, glacier, forest, water. The interface stays out of the way.
- Ink
#0F1512
Header, footer, dark sections, buttons, headings.
- Spruce
#1C2721
Second dark surface and hover states.
- Stone
#737872
Labels and secondary text.
- Bone
#E9E6DF
Quiet bands between sections.
- Paper
#F3F1EC
Default background.
- White
#FFFFFF
Cards, forms and text on dark.
07 · Typography
Two families on the page, one in the logo.
Hanken Grotesk Medium · The name in the logo
Plain capitals, letterspaced until the name is as wide as the range. Sturdy enough to read on a phone and to stitch. It is only ever the name in the logo, supplied as outlines; pages do not load it.
Marcellus · Display
Sea to Sky
Whistler Day Trip
Capitals only, one weight, set small and tracked a little wide. For headings and tour names. Never bold, never for paragraphs.
Inter Tight · Everything else
Four seats. One guide. Your day.
We collect you at your door, handle the driving, the tickets and the timing.
Duration · Group · Season
Light for statements, regular for reading, semibold for names, buttons and labels. All three families are free Google Fonts (SIL Open Font License).
08 · Details
How the pages are built.
01
Square corners
Photographs, buttons, cards and fields all have square corners.
02
Hairlines
One-pixel rules separate things. No shadows, no boxes inside boxes.
03
Labels
Small capitals in Inter Tight, tracked wide, sit above every heading and beside every number.
04
Numbers
Lists that have an order are numbered 01, 02, 03.
05
Facts first
Duration, group size, season and price sit in one row under the photograph.
06
Plain verbs
View tours. Book a trip. Request this tour. Never "Discover" or "Unlock".
09 · Voice
Say less. Mean it.
Calm and specific
Short sentences, plain words, real places and real times. No exclamation marks.
YesPickup at 7:30. Shannon Falls by 9:00.
NoGet ready for an unforgettable adventure!
The detail does the selling
Name the lookout, the dish, the trail. Leave the adjectives out.
YesA cocktail at The Keefer Bar, then ramen on Robson.
NoA world-class culinary experience.
Honest about conditions
The mountains decide. Say what happens when the plan changes.
YesIf the Skyride closes for wind, we go to Lynn Canyon.
NoRain or shine, every day is perfect.
10 · Photography
Real places, real light.
Wide landscapes with people small in the frame. Early or late light, low cloud, mist in the trees. Nobody posing at the camera, no heavy filters, no clichés. Every photograph is captioned with where it is.
11 · Downloads
Logo files.
- LogoInk SVGWhite SVGInk PNGWhite PNG
- Logo with descriptorInk SVGWhite SVG
- StackedInk SVGWhite SVGInk PNGWhite PNG
- Icon and nameInk SVGWhite SVGInk PNGWhite PNG
- IconInk SVGWhite SVG
- Profile pictureInk SVGPaper SVGInk PNGPaper PNG
- Name aloneInk SVGWhite SVG
- The range, full engravingInk SVGWhite SVG
- The range, simple cutInk SVGWhite SVG
SVG files scale to any size and have the name converted to outlines, so they print correctly without the font installed. PNG files have a clear background, except the profile pictures.