{
  "version": "3.0.0",
  "updated": "2026-10-30",
  "name": "TRAIL",
  "descriptor": "Tourism Resilience: Action, Intelligence & Leadership",
  "organisation": "TRAIL Institute",
  "site": "https://trail.institute",
  "domains": [
    "trail.institute",
    "trailinstitute.org"
  ],
  "purpose": "Decision intelligence for resilient destinations.",
  "promise": "Know the risks. Get the plan. Take action.",
  "description": "An independent research pilot exploring the systems behind tourism destinations, with evidence people can inspect and assumptions they can question.",
  "cities": [
    "Madrid",
    "Barcelona",
    "Málaga",
    "Valencia",
    "Dubai"
  ],
  "colors": [
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      "id": "ink",
      "name": "Forest ink",
      "hex": "#142b28",
      "use": "Identity, headings and dark surfaces.",
      "text": "#f5f3ec"
    },
    {
      "id": "paper",
      "name": "Warm paper",
      "hex": "#f5f3ec",
      "use": "The primary reading surface.",
      "text": "#142b28"
    },
    {
      "id": "orange",
      "name": "Signal orange",
      "hex": "#db4b25",
      "use": "A deliberate accent. Never a danger label without context.",
      "text": "#142b28"
    },
    {
      "id": "muted",
      "name": "Quiet ink",
      "hex": "#52635b",
      "use": "Supporting copy on paper.",
      "text": "#f5f3ec"
    },
    {
      "id": "pale",
      "name": "Pale sage",
      "hex": "#e6eadf",
      "use": "Secondary surfaces and selected fields.",
      "text": "#142b28"
    },
    {
      "id": "line",
      "name": "Map rule",
      "hex": "#c8cec1",
      "use": "Dividers and non-text boundaries.",
      "text": "#142b28"
    }
  ],
  "systems": [
    {
      "name": "Climate",
      "hex": "#e7ab78"
    },
    {
      "name": "Water",
      "hex": "#83bdc8"
    },
    {
      "name": "Mobility",
      "hex": "#b3c1e2"
    },
    {
      "name": "Economy",
      "hex": "#dfc97d"
    },
    {
      "name": "Community",
      "hex": "#b8ce8a"
    },
    {
      "name": "Governance",
      "hex": "#d9a9b5"
    }
  ],
  "fonts": [
    {
      "name": "Archivo",
      "role": "The working voice",
      "use": "Headlines, body copy, labels and numbers. Use 400 for reading, 500 for headings and 600 for emphasis. The wordmark is Archivo Bold, outlined.",
      "files": [
        [
          "Regular",
          "Archivo-Regular.ttf"
        ],
        [
          "Medium",
          "Archivo-Medium.ttf"
        ],
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          "Semibold",
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        [
          "Bold",
          "Archivo-Bold.ttf"
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      ],
      "license": "/brand/licenses/archivo-OFL.txt"
    },
    {
      "name": "Instrument Serif",
      "role": "A human emphasis",
      "use": "An occasional expressive phrase, usually italic. Keep evidence, labels and the TRAIL wordmark in Archivo; Index in the TRAIL Index logo is Instrument Serif italic.",
      "files": [
        [
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          "InstrumentSerif-Regular.ttf"
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        [
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          "InstrumentSerif-Italic.ttf"
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      "license": "/brand/licenses/instrument-serif-OFL.txt"
    }
  ],
  "voice": [
    {
      "principle": "Clear",
      "rule": "Start with an observation. Explain why it matters.",
      "yes": "See what keeps a destination going.",
      "no": "Unlock a transformative tourism ecosystem."
    },
    {
      "principle": "Curious",
      "rule": "Invite a better question, without manufacturing certainty.",
      "yes": "What changes when your priorities change?",
      "no": "The definitive answer to city resilience."
    },
    {
      "principle": "Accountable",
      "rule": "Keep the source, time period and limitation with the claim.",
      "yes": "A provisional assessment of documented evidence.",
      "no": "The world’s safest destinations, ranked."
    },
    {
      "principle": "Human",
      "rule": "Talk about places through the people who live in them.",
      "yes": "A destination is somebody’s home.",
      "no": "Optimise the resident stakeholder segment."
    }
  ],
  "logoRules": {
    "source": "The Horizon wordmark: TRAIL in Archivo Bold, capitals 100 units tall, cut by one band of negative space from 60 to 67.5 units (scripts/brand/build-trail-brand.py).",
    "clearSpace": "At least two horizon bands (15 units of the 100-unit capital height) around the full logo.",
    "minimums": "Recommended: full lockup with the descriptor 320 px wide; logo alone 72 px wide; the T icon 16 px. Below those sizes the horizon closes up.",
    "allowed": [
      "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.",
      "Second words are Instrument Serif italic: TRAIL Index for the index, the ranking and city scores; TRAIL Institute, Studio, Council and Academy for the rest of the family.",
      "Place the logo on a quiet area or a solid brand-colour panel, and scale it uniformly."
    ],
    "avoid": [
      "Do not ask image models to draw or spell the logo; compose the SVG over the artwork.",
      "Do not retype TRAIL in a font, or move, thicken or remove the horizon cut.",
      "Do not recolour single letters, add outlines, shadows or other effects.",
      "Do not set Institute, Studio, Council or Index in spaced capitals, or spell out the acronym inside the logo."
    ]
  },
  "agentBrief": "Create content for TRAIL — Tourism Resilience: Action, Intelligence & Leadership. Read https://trail.institute/brand/agent-guide.md, then https://trail.institute/brand/manifest.json. Use the supplied outlined TRAIL SVG logo as an unchanged foreground asset; never generate or retype it. Use Archivo and Instrument Serif, warm paper #f5f3ec, forest ink #142b28 and restrained signal orange #db4b25. Keep copy clear, curious and accountable. Treat city miniatures as conceptual illustration, never geographic evidence. Preserve sources and pilot limitations for factual claims. Compose logos and final typography deterministically after generating artwork. Deliver editable source, finished exports, alt text and provenance.",
  "letters": [
    [
      "T",
      "Tourism"
    ],
    [
      "R",
      "Resilience"
    ],
    [
      "A",
      "Action"
    ],
    [
      "I",
      "Intelligence"
    ],
    [
      "L",
      "Leadership"
    ]
  ],
  "pillars": [
    {
      "name": "Action",
      "text": "We don’t stop at the diagnosis. Every finding ends in a move someone can own."
    },
    {
      "name": "Intelligence",
      "text": "We find the problems, anticipate the impact and recommend what to do, with the evidence behind it."
    },
    {
      "name": "Leadership",
      "text": "We make the decisions easier for the people who run destinations."
    }
  ],
  "family": [
    {
      "id": "institute",
      "name": "Institute",
      "role": "The reference body",
      "text": "The international reference that produces knowledge, methodology and solutions. It signs research, cases and the framework."
    },
    {
      "id": "studio",
      "name": "Studio",
      "role": "The platform",
      "text": "What a destination team pays for: diagnose vulnerabilities, simulate a crisis and decide what to do, then follow it through."
    },
    {
      "id": "council",
      "name": "Council",
      "role": "The network",
      "text": "An international council of experts and destination managers that brings legitimacy, knowledge and cooperation."
    },
    {
      "id": "index",
      "name": "Index",
      "role": "The public measure",
      "text": "Tourism destinations scored on how they would hold up in the next shock, with the public source behind every number."
    }
  ],
  "blocks": [
    {
      "name": "Protect",
      "items": [
        [
          "Visitor Protection",
          "Who is affected, where they are and how they get help."
        ],
        [
          "Service Continuity",
          "Keep hotels, attractions, shops and services running."
        ],
        [
          "Connectivity Recovery",
          "Keep or restore the ways in and around the destination."
        ]
      ]
    },
    {
      "name": "Reactivate",
      "items": [
        [
          "Trust Restoration",
          "Rebuild the sense of safety before uncertainty eats demand."
        ],
        [
          "Demand Recovery",
          "Which markets come back first, and when to call them."
        ],
        [
          "Booking Recovery",
          "Hold on to future bookings and restart conversion."
        ]
      ]
    },
    {
      "name": "Recover",
      "items": [
        [
          "Business Recovery",
          "Avoid closures and bring the tourism economy back."
        ],
        [
          "Workforce Recovery",
          "Keep the skills and teams needed to reopen."
        ],
        [
          "Experience Recovery",
          "Bring back events and reasons to visit."
        ]
      ]
    },
    {
      "name": "Transform",
      "items": [
        [
          "Infrastructure Resilience",
          "Rebuild so the same shock does less harm next time."
        ],
        [
          "Destination Coordination",
          "Get city, industry and authorities acting as one."
        ],
        [
          "Future Resilience",
          "Learn from the crisis and lower the next exposure."
        ]
      ]
    }
  ],
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