Brand Identity System · 2026
Scottsdale
Slingshots
The complete brand identity system for Arizona's premier open-air adventure experience. This guide defines every visual, verbal, and motion decision that makes Scottsdale Slingshots instantly recognizable — from the logo to the language, from the website to the vehicle wrap.
Brand Positioning
Not a Rental.
An Experience.
Scottsdale Slingshots is not in the vehicle rental business. We are in the adventure experience business. Every brand decision — from the logo to the language — must reinforce this positioning.
Brand Position Statement
"The Ultimate Arizona Open-Air Adventure Experience — where Scottsdale's luxury lifestyle meets the raw beauty of the American Southwest."
What We Sell
Freedom · Adventure · Exploration · Scottsdale Lifestyle
Who We Are
Veteran-Owned · 5-Star Turo All-Star Host · Local Experts
Who We Serve
Couples · Friend Groups · Bachelor/Bachelorette · Tourists · Locals
Brand Personality
Luxury Resort + Premium Auto Brand + Adventure Tourism
Competitive Edge
Experience-first positioning · Perfect 5.0 rating · Instant booking
Growth Vision
Arizona's leading Slingshot adventure company
Logo System
Three-Orientation
Logo Kit
Minimum Size
32px height on digital. 1 inch on print. Never smaller.
Clear Space
Maintain padding equal to the height of the "S" in Slingshots on all sides.
No Recoloring
Never change logo colors. Use approved dark/light variants only.
No Stretching
Always maintain aspect ratio. Use w-auto with fixed height.
No Drop Shadows
The neon glow is built in. Never add external drop shadows.
No Busy Backgrounds
Use only on dark solid or dark gradient backgrounds. Never on photography without overlay.
Color Palette
Bold. Sophisticated.
Unmistakably Arizona.
Signature Gradients
Typography System
Three Fonts.
One Voice.
Display / Heading
Arizona Starts Here.
Bebas Neue
All headlines, section titles, hero text, brand statements. Bold, condensed, unmistakable.
UI / Navigation
BOOK YOUR ADVENTURE
Barlow Condensed
Navigation, CTAs, eyebrows, labels, tags. Tight tracking, all-caps, high legibility.
Body / Copy
Chase the sunrise over Sedona's red rocks.
Inter
Body copy, descriptions, feature text. Clean, modern, highly readable at small sizes.
Type Scale
| Role | Font | Size | Weight | Tracking | Usage |
|---|---|---|---|---|---|
| Display / Hero | Bebas Neue | 80–160px | 400 | 0.01em | Hero headlines, section titles, brand statements |
| Section Heading | Bebas Neue | 48–84px | 400 | 0.01em | H2 section headers, page titles |
| Sub-Heading | Bebas Neue | 28–40px | 400 | 0.02em | Card titles, feature names, H3 |
| Eyebrow / Label | Barlow Condensed | 10–12px | 700 | 0.35em | Section labels, category tags, metadata |
| Navigation | Barlow Condensed | 13–14px | 700 | 0.12em | Nav links, tab labels, button text |
| CTA Button | Barlow Condensed | 13–15px | 800 | 0.12em | All CTA buttons, action labels |
| Body Copy | Inter | 14–16px | 300 | 0 | Descriptions, paragraphs, feature copy |
| Caption / Meta | Inter | 11–13px | 400 | 0 | Image captions, timestamps, fine print |
Tagline System
Words That
Move People.
Arizona Starts Here.
Confident, place-based, ownable
Drive the Adventure.
Action-forward, verb-led, energetic
Open-Air Arizona.
Minimal, evocative, lifestyle
Feel the Freedom.
Emotional, experiential, aspirational
Explore Scottsdale Differently.
Tourism-forward, differentiated
Your Adventure Awaits.
Inviting, classic, broad appeal
The Road Is the Destination.
Philosophical, premium, memorable
Born in Scottsdale. Built for Arizona.
Local pride, expansive vision
Primary Recommendation
"Arizona Starts Here." — Own the state. Own the category.
Brand Voice
Sound Like
No One Else.
Confident
We don't ask — we declare. "This is Arizona's best adventure." Not "We think you'll enjoy..."
Experiential
Sell the feeling, not the vehicle. "Chase the sunrise over Sedona" not "Rent a 3-wheel vehicle."
Premium
Every word earns its place. Short sentences. Strong verbs. No filler. No generic rental language.
Adventurous
Use destination names, sensory details, and motion. Make the reader feel the wind before they book.
Approachable
Premium doesn't mean cold. We're a veteran-owned local business. Warm, real, and genuinely excited.
✓ Always Do
- Say "adventure experience" not "vehicle rental"
- Name real Arizona destinations (Sedona, Apache Trail, Old Town)
- Use sensory language — wind, speed, open sky, red rocks
- Lead with the experience, close with the booking
- Reference the 5-star Turo record and veteran ownership
- Use action verbs: chase, conquer, explore, discover, feel
- Speak to the occasion: date night, bachelor party, bucket list
✕ Never Do
- ✕Say "rent a car" or "vehicle rental"
- ✕Lead with price or availability
- ✕Use generic tourism language ("fun for the whole family")
- ✕Describe the vehicle specs before the experience
- ✕Use passive voice or hedging language
- ✕Overuse exclamation points
- ✕Sound like a car dealership or rental counter
Copy Examples
✕ Don't Write This
Rent a Polaris Slingshot in Scottsdale, AZ. Available daily.
✓ Write This Instead
Chase the sunrise over Sedona's red rocks. Conquer the Apache Trail. Experience Arizona the way it was meant to be seen — open-air, open road.
✕ Don't Write This
Book our 3-wheel vehicle for your trip.
✓ Write This Instead
Your Scottsdale adventure starts the moment you take the wheel. Instant booking. Zero roof. Pure Arizona.
✕ Don't Write This
We have 2 vehicles available for rent.
✓ Write This Instead
Two Slingshots. Infinite roads. One unforgettable Arizona.
Motion & Animation
Premium Motion.
Never Gratuitous.
Neon Glow
Electric blue and pink glows on hover, focus, and active states. Never static — always reactive to user intent.
Velocity Wipe
Headlines enter with a horizontal clip-path wipe, left to right. Suggests speed and forward motion.
Char Stagger
Individual characters animate in sequence for hero text. Creates premium, editorial feel.
Perspective Drop
Section headings drop in with a subtle 3D perspective tilt. Cinematic, not cartoonish.
Scroll Reveal
Content fades and rises into view as user scrolls. Threshold: 15% visible. Once only.
Hover Lift
Cards translate -6px on hover with shadow deepening. Feels physical and responsive.
Hover Duration
150–200ms
Fast and responsive
Entrance Duration
300–500ms
Smooth, not sluggish
Ambient / Loop
3–8s
Subtle, never distracting
Easing
cubic-bezier(0.22, 1, 0.36, 1)
Velocity wipe signature
Scroll Threshold
15% visible
Trigger point for reveals
Reduced Motion
prefers-reduced-motion
All decorative animations pause
Brand Applications
Consistent Everywhere.
Unmistakable Always.
Website
Full brand system. Horizontal logo in header. Dark background. All color, motion, and typography rules apply.
Turo Profile
Square icon logo as profile photo. Arizona Sunset gradient as cover. "Arizona's Premier Open-Air Adventure" in bio.
Google Business
Square icon logo. Cover photo: hero lifestyle shot (not vehicle). Category: Adventure Sports + Car Rental.
Square icon as profile. Feed: 70% destination/lifestyle, 30% vehicle. Stories: Miami Vice gradient overlays.
Vehicle Wrap
Horizontal logo on doors. "Arizona Starts Here." tagline on rear. Electric blue accent stripe. Website URL.
Business Cards
Black card. Horizontal logo front. Miami Vice gradient edge. Name, title, phone, Turo URL on back.
Apparel
Square icon on chest. "Arizona Starts Here." on back. Black garment. Electric blue or Miami Vice print.
Email Signature
Horizontal logo. Name + title. Phone + Turo link. "5.0★ All-Star Host · Veteran-Owned · Scottsdale, AZ"
Photography Direction
Shoot the Experience.
Not the Vehicle.
Hero Imagery
- ▸Wide-angle desert highways at golden hour
- ▸Low angle — sky dominant, road leading to horizon
- ▸Motion blur on vehicle, sharp landscape
- ▸Warm orange/pink tones from Arizona sun
Destination Shots
- ▸Real Arizona locations — Sedona, Apache Trail, Monument Valley
- ▸Dramatic natural light — sunrise, sunset, blue hour
- ▸Landscape-first composition, vehicle as accent
- ▸High contrast, vivid saturation
Lifestyle / People
- ▸Genuine emotion — joy, freedom, awe
- ▸Couples, friend groups, adventure seekers
- ▸Open-air, wind-in-hair energy
- ▸Scottsdale nightlife — neon, energy, movement
Vehicle Photography
- ▸Never static showroom shots
- ▸Always in context — on a road, at a destination
- ▸Low angle, dramatic sky behind
- ▸Neon glow treatment in post for digital use
Color Treatment
- ▸Cinematic grade — deep shadows, lifted highlights
- ▸Warm tones for desert/day shots
- ▸Cool neon tones for nightlife shots
- ▸Consistent vignette on all hero images
What to Avoid
- ▸White background vehicle photos
- ▸Generic stock photography
- ▸Flat, overexposed daylight shots
- ▸People looking at camera in posed shots
Brand Guide · Scottsdale Slingshots · 2026
Arizona
Starts Here.
Every decision in this guide exists to reinforce one truth: Scottsdale Slingshots is not a rental company. It is Arizona's premier open-air adventure experience. Build every touchpoint with that mission at the center.