# CIRA — Brand guide Version 2.0.0 · Updated 2026-10-07 Visual guide: https://ciraindex.com/brand Machine-readable resource manifest: https://ciraindex.com/brand/manifest.json ## Meaning An independent research pilot exploring the systems behind tourism destinations, with evidence people can inspect and assumptions they can question. For places worth protecting. And futures worth preparing for. CIRA asks what remains functional after pressure, disruption and change. We serve city leaders, destination teams, researchers and the communities who live with tourism. The pilot covers Madrid, Barcelona, Málaga, Valencia, Dubai. The six connected systems are climate, water, mobility, economy, community, governance. ## The actual logo CIRA is a wordmark with no separate symbol: CIRA in Archivo Bold, every letter cut by one horizon of negative space at the same height. In the full lockup a hairline divider is followed by the council’s name in two lines, “Council for Inter-destination / Resilience & Assessment”. CIRA Index adds Index in Instrument Serif italic. The download files outline the type and bake in the cut, so no font installation is needed to reproduce the logo. - cira-logo-ink: https://ciraindex.com/brand/logos/cira-logo-ink.svg - cira-index-ink: https://ciraindex.com/brand/logos/cira-index-ink.svg - cira-lockup-ink: https://ciraindex.com/brand/logos/cira-lockup-ink.svg - cira-index-lockup-ink: https://ciraindex.com/brand/logos/cira-index-lockup-ink.svg - cira-logo-paper: https://ciraindex.com/brand/logos/cira-logo-paper.svg - cira-index-paper: https://ciraindex.com/brand/logos/cira-index-paper.svg - cira-lockup-paper: https://ciraindex.com/brand/logos/cira-lockup-paper.svg - cira-index-lockup-paper: https://ciraindex.com/brand/logos/cira-index-lockup-paper.svg - cira-icon: https://ciraindex.com/brand/logos/cira-icon.svg The Horizon wordmark: CIRA in Archivo Bold, capitals 100 units tall, cut by one band of negative space from 60 to 67.5 units (scripts/brand/build-cira-brand.py). Clear space: At least two horizon bands (15 units of the 100-unit capital height) around the full logo. Minimum sizes: Recommended: full lockup with the council name 320 px wide; logo alone 72 px wide; the C icon 16 px. Below those sizes the horizon closes up. - Use the supplied outlined SVGs unchanged. - Forest ink on light surfaces; warm paper on dark surfaces. - Keep the horizon cut where it is: one band through every letter at the same height. - Use CIRA Index (Index in Instrument Serif italic) for the index, the ranking and city scores. - Place the logo on a quiet area or a solid brand-colour panel, and scale it uniformly. - Do not ask image models to draw or spell the logo; compose the SVG over the artwork. - Do not retype CIRA in a font, or move, thicken or remove the horizon cut. - Do not recolour single letters, add outlines, shadows or other effects. - Do not add the old AFTER arches to the CIRA logo. The icon is the C alone, cut by the horizon (https://ciraindex.com/brand/logos/cira-icon.svg; the favicon at https://ciraindex.com/brand/symbol.svg). Use it for app icons, avatars and favicons, never in place of the wordmark. ## Colour - **Forest ink** #142b28: Identity, headings and dark surfaces. - **Warm paper** #f5f3ec: The primary reading surface. - **Signal orange** #db4b25: A deliberate accent. Never a danger label without context. - **Quiet ink** #52635b: Supporting copy on paper. - **Pale sage** #e6eadf: Secondary surfaces and selected fields. - **Map rule** #c8cec1: Dividers and non-text boundaries. Use paper and ink for most of a composition. Orange is a signal, not a full-page default or an implied hazard level. Use forest ink for small text on orange. Do not use orange as small text on paper: the pair does not meet the normal-text contrast target. Target 4.5:1 for body text and 3:1 for large text. Dimension colours: Climate #e7ab78; Water #83bdc8; Mobility #b3c1e2; Economy #dfc97d; Community #b8ce8a; Governance #d9a9b5. Keep names visible with colour. Download https://ciraindex.com/brand/tokens.json and https://ciraindex.com/brand/tokens.css. ## Typography ### Archivo Headlines, body copy, labels and numbers. Use 400 for reading, 500 for headings and 600 for emphasis. The wordmark is Archivo Bold, outlined. - Regular: https://ciraindex.com/brand/fonts/Archivo-Regular.ttf - Medium: https://ciraindex.com/brand/fonts/Archivo-Medium.ttf - Semibold: https://ciraindex.com/brand/fonts/Archivo-SemiBold.ttf - Bold: https://ciraindex.com/brand/fonts/Archivo-Bold.ttf - Licence: https://ciraindex.com/brand/licenses/archivo-OFL.txt ### Instrument Serif An occasional expressive phrase, usually italic. Keep evidence, labels and the CIRA wordmark in Archivo; Index in the CIRA Index logo is Instrument Serif italic. - Regular: https://ciraindex.com/brand/fonts/InstrumentSerif-Regular.ttf - Italic: https://ciraindex.com/brand/fonts/InstrumentSerif-Italic.ttf - Licence: https://ciraindex.com/brand/licenses/instrument-serif-OFL.txt Use restrained negative tracking, no tighter than -0.04em for content headlines. The -0.065em logo construction is a fixed legacy exception already baked into the official SVG; do not reconstruct it in content. Body measure: roughly 65–75 characters. Keep substantive mobile copy readable at 14–16 px or more. ## Composition and imagery Our visual world is the cartographic field journal: generous warm paper, forest ink, quiet rules, real geography and an occasional signal-orange detail. Use an editorial hierarchy with one main idea. Data is not decoration. Use real city photographs to establish actual place; the source and licence are in https://ciraindex.com/brand/asset-credits.json. Architectural miniatures explain connected systems conceptually. Label them “AI-generated conceptual illustration — not a geographic map”. Never present generated buildings, routes or infrastructure as observed evidence. City-miniature prompts and provenance: https://ciraindex.com/assets/story/cities/provenance.json. Generate background artwork without any brand text. Add the exact SVG and real fonts afterward in an editable composition. Preserve the original art and its provenance. Do not put the logo over visually busy buildings. ## Voice ### Clear Start with an observation. Explain why it matters. Use: “See what keeps a destination going.” Avoid: “Unlock a transformative tourism ecosystem.” ### Curious Invite a better question, without manufacturing certainty. Use: “What changes when your priorities change?” Avoid: “The definitive answer to city resilience.” ### Accountable Keep the source, time period and limitation with the claim. Use: “A provisional assessment of documented evidence.” Avoid: “The world’s safest destinations, ranked.” ### Human Talk about places through the people who live in them. Use: “A destination is somebody’s home.” Avoid: “Optimise the resident stakeholder segment.” Primary brand line: “For places worth protecting. And futures worth preparing for.” Useful invitations: “Look deeper.” / “Explore your city.” / “Follow the evidence.” / “Put your city on the map.” Do not claim official status, independent auditing, UN endorsement, a proven safest-city ranking, forecast certainty or unavailable product features. Grades concern provisional evidence maturity. Keep geography, periods, sources and limitations with data. The request form prepares a local downloadable brief; it does not submit the request. ## Production and handoff For each new asset: select an official logo variant; reserve clear space; use actual fonts; keep one message; check claims; verify at mobile size; add alt text; deliver source and rendered file with provenance. All listed resources and their SHA-256 hashes: https://ciraindex.com/brand/manifest.json. Agent-specific entry point: https://ciraindex.com/brand/agent-guide.md.