RoverPass · Brand
Brand & Visual Identity System
Be the hero of your park.
We’ll power what makes it possible. This is the living guide to how RoverPass looks, sounds, and shows up — across product, marketing, and every campground we serve.
The brand at a glance
A technology company, owner-first
RoverPass is a technology company based in Austin, Texas, building software for the campground and RV park industry. A two-sided platform with campgrounds at the center — we see the industry through the eyes of owners and design tools that simplify operations, save time, and elevate the guest experience.
Archetype
The Hero
We take on the operational challenges so owners can focus on what matters most — running exceptional parks. We turn complexity into clarity and manual work into seamless systems.
Promise
Clarity over complexity
When campground management improves, everything improves. We power what makes an exceptional park possible.
Model
Two-sided, owner-first
Campgrounds sit at the center. Every decision is weighed against the operator’s day: fewer tools, less manual entry, more direct bookings.
This guide is complementary to the RoverPass Brand Manual (Visual Identity System, PDF). Where the two ever differ, the master brand manual is the source of truth.
Voice & tone
Simple, solution-oriented, clear over complex
We lead with value rather than features, stay free of unnecessary jargon, and remain authoritative — but never arrogant.
Key attributes
Communication style
Emotional positioning
The owner should feel in control, supported, efficient, ahead of the curve, and confident in their operations.
Messaging principles
How we say it
Principle 01
Value-led, not feature-led
Open with the result the owner gets, then explain the mechanism.
Principle 02
Clear over complex
Turn operational complexity into plain, confident language.
Principle 03
Solution-oriented
Name the pain (double bookings, manual entry, scattered tools) and resolve it.
Principle 04
Authoritative, never arrogant
We know this industry — we say so without talking down to operators.
In practice
We say / we avoid
We say
- “Capture more direct bookings.”
- “Manage bookings, payments and site maps without switching tools.”
- “Save 15–20 hours a week on manual work.”
RoverPass— always one word, two capitals.
We avoid
- Feature dumps with no outcome.
- Jargon, hype, or winking jokes and emoji.
- Trailing periods on headings.
- “Roverpass” / “Rover Pass” — never.
Logo system
Symbol, wordmark, isotype
The primary logo is the symbol and wordmark combined. The isotype is the standalone mark for small applications like favicons and avatars. Always use the official, unmodified logo.
Primary logo
Preview on light and dark backgrounds.
Exclusion zone & minimum size
The logo and the icon’s exclusion zone is equal to half the height of the logo — keep that clear space on every side.
Never smaller than 70 px in digital or 20 mm in print.
Isotype — approved use
Approved on salmon, navy, black or white grounds — always the full roundel, and choose the version that keeps the mark legible on its background.
Masterbrand + descriptor lockup
Product extensions follow a RoverPass + [Product Name] structure. The master brand always appears first and keeps visual dominance; the descriptor defines the product or feature category.
Please do
- Use the official, unmodified logomark.
- Keep the figures aligned.
- Give the mark generous buffer space.
- Pick the isotype color for the background.
Please don’t
- Add faces or other characteristics to the mark.
- Rotate, flip or change the logo’s direction.
- Animate the logo.
- Change the color of the logo.
Color palette
A fiery salmon, grounded in navy
Salmon is the primary brand color, always on white or deep navy. Navy and Mirage carry type and dark surfaces; the rest are semantic. Click any swatch to copy its hex.
Primary
Secondary & semantic
Salmon tone system — 100–900
Color application follows a 100–900 tone system for UI states and accessibility. Salmon-500 is primary.
Typography system
Three typefaces, three jobs
Gopher Bold builds the logotype, Roboto runs the product, and Red Hat Display carries marketing.
Logo typeface · Gopher Bold
RoverPass
Reserved for the logotype and premium emphasis. Not a UI or body face.
Platform typeface · Roboto
Manage your park with clarity.
UI · headings · body · labels · data
Marketing typeface · Red Hat Display
Everything your park needs.
landing pages · campaigns · decks
Type specimens (platform)
- Title
- Roboto Black · 48px · Mirage & Salmon
- Body
- Roboto Regular · 16px · line-height 25px
- Link
- Roboto Regular/Bold · 16px · Salmon
- Button
- Roboto Bold · 16px · Salmon
Visual assets
Real places, real experiences
Photorealistic, high-resolution images of campgrounds, RV parks and nature. Emphasize natural lighting, open landscapes and real experiences.
Contextual product visuals
Marketing may compose real photography with interface elements, UI overlays, data controls and contextual graphics. These visuals are designed to:
Iconography
One system, salmon halo
Iconography uses the Font Awesome system for consistency and usability. On feature surfaces, icons sit inside a circular salmon-gradient halo.
Icons inherit salmon when they signal an action, green for success, and navy for neutral. Never mix icon systems within a single surface.
Application guidelines
How the identity behaves in the wild
- Business cards
- Minimum mark 25 mm
- Flyers
- Minimum mark 40 mm
- Clear space
- Maintain the exclusion zone
- Color
- Use CMYK
Digital
- Optimized for
- Web, app, favicon
- Formats
- SVG and PNG
- Min size
- 70 px logo floor
- Isotype
- Favicons & avatars
Quick downloads
Brand assets
A full asset library (SVG · PNG · print-ready) is on the way, backed by the master files in the RoverPass Design System.