The right
moment.

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Brand System v1.0 · June 2026
01

Brand Architecture

Master brand — everything customer-facing
Reisedrop GmbHOperator · only legal notice, contracts, invoice
ZazouAI co-pilot · feature, not a standalone brand

A lean endorsed model: One brand to the outside world. Features are named “Reisedrop + category” (Hotels, Flights, Cruises, Drops, Magazine, Club) — never two sub-levels deep.

02

Positioning

“You don’t just see the price —
you see whether it’s good.”
WhatComparison & booking for hotels, flights, cruises, activities & events — with price intelligence.
For whomPrice-conscious, digitally savvy travelers in DACH + GCC.
Why usOthers show prices. Reisedrop shows the moment: “−38% below usual. Now.”

Brand essence  THE RIGHT MOMENT.

03

Tagline

Andere suchen Reisen.
Wir droppen sie.

Others search for trips. We drop them.

الآخرون يبحثون عن الرحلات. ونحن نُسقطها لك.

Short: “Find your Drop.”Bio: Drops for flights, hotels & cruises 🇨🇭
04

Personality & Values

ConfidentAlert & smartWarmTransparentSwiss-precise
In designClear hierarchy, 1 hero CTA per screen, number chips, yellow as energy.
In languageShort sentences, concrete numbers, “you,” no superlatives, no dark patterns.
In imageryExpansive real places, natural light, candid people — never stock smiles.

Values: Transparency · Timing · Discovery · Simplicity · Respect — Arabic is a brand world, not a translation.

05

Logo System

ConstructionSymbol = 1.15 × cap height · distance to wordmark = 0.45 × symbol height · baseline-aligned.
Clear space & minimumUse the height of the “R” all around · lockup min. 96 px / 22 mm · symbol solo from 16 px.
ForbiddenStretching, rotating, recoloring, shadows, wordmark in circle avatar, old variants.
05a

Banner 2:1 & Clear Space

Master format2:1 (4:2) · 2048 × 1024 px · Petrol, transparent light/dark, mono — as SVG and PNG.
Clear spaceSignet 294,7 px · 208,1 px on all sides (height of the «R») · Content visually centered, never bleeding off the edge.
Tight lockup1363 × 320 px remains for fixed heights (Navbar, Footer, Social-Templates) — 2:1 for surfaces & headers.

Wordmark as vector paths from Outfit Bold (700) — no font embed, crisp at any size. Source: scripts/gen_logo_banner_2x1.py. Never stretch to 16:9: instead, place the 2:1 area centered into the canvas.

06

Color System

Drop Petrol#0B353DHeadlines · Surfaces · Text
Drop Gold#FFC400Hero CTA · Price pills
Reef Teal#0B7C74Links · Icons · Info
Drop Coral#FF5A4EHot Drops · Signals
Sand#FBF8F0Warm backgrounds
Mist#F5F8F8Cool sections

Proportion 60 / 25 / 10 / 5. Only ONE red family (Coral). Never use Gold as a text color — WCAG: Petrol/White 12:1 ✓ · Petrol/Gold 8:1 ✓.

07

Typography

Display · Outfit 900

Where to, if not now?

Editorial · Playfair Display 900 (Magazine H1)

The great solo guide

UI & Text · Plus Jakarta Sans 400–700

One price, two clicks, zero stress — checked at 14:32.

Arabic · IBM Plex Sans Arabic + Amiri · Line height +15 %

رحلات مدروسة، أسعار شفافة — في اللحظة المناسبة.

Rule from 07.06.2026: Bold instead of Black. Outfit will never be set at 800/900 for body text — H1 = 700, H2/H3 = 600, Tracking −0.02 to −0.03 em. Weight is created through size and whitespace, not through boldness. Applies to web, tiles, country pages, magazine, admin forms and all internal and external documents. Only exception: Amounts and prices (max. 800) as well as the flip-board numbers in Mono. The wordmark is also set on the web as a lockup in Outfit 600/700 (signet ring thinner, no ™ in navigation).

08

Iconography

Compass
Drop
Alert
Flight
Hotel
Cruise
Zazou
Golf

Custom set with diamond-needle DNA: duotone Petrol + Gold accent, stroke 2, one grid. Brand core terms always custom — the rest via lucide-react (stroke 2). Never use emoji as icons, flags only as SVG.

09

Photography

DO
  • Expansive, real places — place before person
  • Natural light, believable colors
  • People candid, fully in frame
  • GCC: modern & authentic (Al-Ula, Marina)
DON'T
  • Cropped heads (position: center 20 %)
  • Stock smiles, plastic skin, AI artifacts
  • Oversaturation, fake luxury
  • Clichés (camels as decoration)
10

Tone of Voice

Sounds like this“Flight canceled? We’ve already started your refund.”
Not like this“Unbeatable MEGA deals!!! Today only!!!”
Urgency only when real“Only 2 cabins left at this price — as of 14:32.”

Clear, human, confident. “You” in DE/EN, respectful MSA in Arabic. Numbers kept concrete, fees first, ß only on reisedrop.de.

11

Arabic Brand World

دروب

Full RTLLayouts logically mirrored, arrows & carousels RTL-capable, dedicated /ar/ pages with hreflang.
One ReisedropLogo remains Latin. Calligraphy “دروب” only as a hero/campaign accent.
Numbers & pricesWestern digits · SAR 1'299 · Latin brand words stay Latin.
12

UI System

DEAL −38 % 🔥 HOT DROP Checked today · 14:32
CardsRadius 16 px, hover tilt 1.6°, Gold price pill bottom right.
Motion200–350 ms, cubic-bezier(.2,.8,.3,1), staggered entrances, count-ups.
Tokens--rd-color-primary · --rd-radius-card · --rd-space-md → tokens.css
13

Assets & Contact

Package/brand-package/ → logos, app icons 16–512 px, social specs, image prompts, tokens.css
Source of truthBRANDBOOK.md · design_guidelines.json · ReisedropIcons.js
Namingreisedrop-logo-primary-dark.svg — never “final_final2.png”
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