An atlas for a life in motion.

How Urayco looks, speaks, and moves — across water, mountains, desert, and snow.

16.155° S · 68.671° W — Cordillera RealBegin the traverse Move through the world.
Chapter 01Who we are

The name

The way down
is the way in.

In Quechua, uraykuy is the word for descending — the moment the summit is behind you and the world comes rushing back up to meet you.

We shortened it, softened it, and made it ours. Urayco is the feeling at the top of the run, the drop-in, the first switchback of the way home. It is the part of every adventure that no photo survives — which is why you have to go.

Urayco is an active-travel company. We design multi-sport adventures — hike, ride, run, board — that move you through the world's four terrains at the speed of your own body. Not limited to one discipline, one continent, or one season. If it moves you, it's ours.

The world opens to those who move through it.
Orange sand dunes in front of snow-capped mountains under a storm sky
Two terrains in one frame — Great Sand Dunes, Colorado
Purpose

Get people through the world under their own power.

Vision

Travel measured in motion, not monuments.

Mission

Honest, multi-sport adventures on every terrain — local guides, open levels, zero gatekeeping.

Tagline

Move
through
the world.

Chapter 02The legend

The symbol

A legend.
Literally.

Cartographers never draw the world — they draw its textures. Waves for water. Chevrons for ranges. Ripples for sand. Switchbacks for the high passes. Our mark borrows all four: a map legend for a life outdoors. Twelve strokes, four fields, one world.

A winding rocky path along a misty green ridge covered in wildflowers

49.207° N · 19.917° E — Western Tatras

Meadow Chevrons

Mountains & forest

Singletrack, ridgelines, green valleys — the classic playground. Cartographers hatch their ranges in chevrons; ours point the way over the top.

  • Hiking
  • Trail running
  • Mountain biking

12 strokes · 4 fields · stroke 3.5 / round caps · one world

Chapter 03Voice & values

What we stand on

Five things we'd
still believe at 4 a.m.

Belief

In motion

Movement is the truest way to meet a place. We believe in kilometres over souvenirs — in arriving somewhere with your heart rate up and your attention wide open.

They come for

Bring every sport you own.

One trip can hold a ride, a run, and a ridge. Pack for all of it.

They come back for

Real places, at body speed.

A place feels different when you cross it under your own power. That feeling returns customers.

They stay for

Guided, never scripted.

The route is expert. The day is yours. No megaphones, no matching t-shirts.

We sayWe don't say

“The trail's open.”

“Unleash your inner athlete.”

“Legs good? One more ridge.”

“Conquer the mountain.”

“You'll be back for the descent.”

“Push beyond your limits.”

A woman hiking up a grassy mountain path with jagged peaks behind her
Seceda, Dolomites — day three of five
Chapter 04The traveler

Noa · 33 · Lisbon · product designer

Doesn't collect countries.
Collects mornings.

Our core traveler is 26–45, city-based, and fluent in more than one sport. They plan in spreadsheets, pack in stuff sacks, and measure a good year in first lights seen from a trail.

Values

Motion · wild places · small groups · craft over gear-flex

Head

Curious · map nerd · plans the route, googles the bakery

Heart

Restless in cities · loyal to crews · chases first light

Legs

45 km run weeks · gravel weekends · boards in January

Chapter 05Brand marks

The system

One mark.
Every altitude.

The identity scales from the full horizontal lockup to a single terrain field. Test any variant against any brand backdrop — the rules apply themselves.

Full colour lives only on Night Ridge and Chalkline.

Backdrop

Clearspace

u= one wave row — a quarter of the symbol's height. Nothing enters the box. Not even really good photography.

Minimum sizes

Symbol — 24 px / 8 mm
Lockup — 120 px / 35 mm

Below these, drop to the next mark down the hierarchy. The wave field alone can go as small as a favicon.

Six ways to get a stern email

Don't recolour the fields
Don't stretch or squash
Don't rotate the legend
Don't shuffle terrain colours
Don't add effects or shadows
Don't sit colour on busy photos
01Horizontal lockupheaders, partners, print
02Stacked lockupposters, packaging
03Wordmarkapparel, footers
04Symbolavatars, app icon
05Single fieldfavicon, pattern, tape
Chapter 06Color & type

Palette

Two grounds,
one grey,
four terrains.

Percentages are how much of any layout each colour may claim. Tap a swatch to copy it.

Typography

Three voices, one trail.

Trailhead — displayBricolage Grotesque

Headlines and declarations. Bold, tight, a little weathered at the edges.

Guide — textHanken Grotesk

Body copy and UI. Warm, legible, never out of breath.

GPS — dataIBM Plex Mono

Coordinates, captions, distances, labels. The voice of the instrument panel.

Trailhead — Bricolage Grotesque

Chapter 07Route glyphs

Iconography

Every sport leaves
a different line.

Our icons aren't equipment — they're tracks. Each glyph is the line a sport leaves on the map, drawn with the mark's own stroke: 3.5, round caps, no fills. Run your cursor over them.

SwitchbacksHike
RidgelineTrail run
RollersRoad run
SweepRoad ride
WashboardGravel
DropsMTB
CarveSnowboard
TraverseSplitboard
BasecampEveryone
WaypointEveryone

New glyph? Draw the route, not the gear. If it needs a label to be understood, it needs a better line.

Chapter 08Imagery & use

Photography

Shoot the day
at its edges.

Mist drifting across a green ridge trail
First light or last light.Noon is for napping. Shoot when shadows are long and air is visible.
A tiny figure on a golden ridgeline at sunset
Small human, big world.Scale tells the story. The landscape is the protagonist; we're visiting.
Three mountain bikers descending a rocky trail below the snow-capped Cotopaxi volcano
Real effort, real weather.Motion blur beats posed grins. Sweat, spray, dust — keep it in the frame.

The terrain wash

For posters, socials, and section headers, photography may run as a single-terrain wash: desaturate, then let one legend colour own the frame. One colour per layout — never two.

Summit photograph shown with the selected terrain wash

The system leaves the page

A trail runner climbing through wildflower meadowsNew route

46.548° N · 6.226° E

Jura Crest

Trail run · 3 days · hut-to-hut

From €640
Product — trip cards
Dunes and snowy peaks with an orange terrain wash
Anti-Atlas · Feb 2027
Social — terrain wash + wordmark

Move
through
the world.

Winter routes — open now
Print — season posters

Move through
the world.

Back to the trailhead

Identity & field atlas — SUUR · suur.io
Photography via Unsplash — Colin Lloyd, Adrià Sánchez Roqué, Rishav Ojha, Howen, Andre Chipurenko, Tino Rischawy, Kieran Child, Vincent Tavernier. Expedition photography courtesy of Two Wheel Epix.

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