Welcome to the CASL® (California Surf Lodge®) Brand Kit – a guide to using the visual identity and voice of the CASL® ecosystem and brand family, including the CASL Community® platform (web and mobile) and The California Surf Lodge®.

Group 1: CASL® – Platform, App & Community

1. Brand Overview

The California Surf Lodge® (CASL®) is building the surf experience company for surfers and ocean adventure enthusiasts around the globe. CASL® is a digital experience and mobile-first surf community that connects surfers and board riders across the globe — through real-life surf experiences, ocean travel, and our digital platform at casl.community (available on iOS and Android).

CASL Community® refers to the global network of surfers connected through the CASL® App—on both web and mobile.

We use CASL® to describe the overall company and platform. We use CASL Community® to refer specifically to the social layer within the app.

2. Logos

The CASL® logo system includes a primary wordmark, a stacked variation, and the CASL® App icon. These assets are the foundation of our visual identity and should be used consistently across all touchpoints.

Logo Variants

CASL Logo — Horizontal
The primary wordmark. Use in most applications where horizontal space allows.

The word 'CASL' in bold, stylish font with blue and pink outlines.

CASL® App Icon
A simplified mark optimized for digital use, such as app icons, social avatars, and favicons.

Bold text 'CASL' with neon blue and pink outline on a light green background.

Usage Guidelines

Maintain clear space around all logos equal to the height of the “C” in CASL.
Do not stretch, distort, rotate, recolor, or add effects (like shadows or outlines).
Always ensure proper contrast with the background for visibility.
Use only approved logo files from the official brand kit.

3. Colors

The CASL® brand palette is inspired by the ocean, coastline, and natural elements of surf life. These four primary colors form the foundation of our visual identity across digital and physical applications.

Primary Palette

Soft Sand (#EAE6E1) -
A warm, off-white tone that provides a calming backdrop.
Coastal Beige (#E5E0DA) -
Light and earthy, bringing warmth and sophistication.
Lavender Gray (#C2BFCB) -
Subtle and calming, adding a soft, elegant touch.
Olive Green (#7E7B46) -
Earthy and resilient, inspired by California’s rugged landscapes.
Deep Driftwood (#583B1F) -
Rich and grounding, reflecting the natural beauty of surf culture.
—

Accent Colors

Sunset Coral (#F17F59) -
Bright, warm coral inspired by sunsets on the coast.
Ocean Blue (#80b6cd) -
A cool, calming blue inspired by clear coastal waters (and where we are happiest).
Coastal Sage (#9BA77E) –
Soft, earthy green inspired by the wild sagebrush and sea grasses that line the coastal bluffs.

A row of eight colored squares with a vertical line separating them after the fourth square. Colors from left to right: light beige, beige, light gray, olive green, followed by orange, sky blue, and light green.

Maintain contrast and accessibility in all applications. Stick to these five core colors, or accent colors unless additional hues are introduced in the Extended Palette (TBD).

4. Typography

CASL® uses typography that is clean, modern, and easy to read — designed to feel natural on mobile and across digital and physical brand touchpoints.

Headings
Adobe Garamond Pro
Used for titles, section headers, and major callouts. Headings should be set in sentence case, never all caps.

Body Text
Aktiv Grotesk
Used for paragraphs, in-app copy, and longer reading. Maintain consistent line height and font sizing for readability.

Guidelines

Use sentence case for all headings and body copy.
Avoid decorative or hard-to-read fonts.
Stick to a clear visual hierarchy across all brand materials.

4. Voice & Tone

Our voice is friendly, clear, and confident — reflecting the laid-back yet intentional spirit of the surf community. We speak with global inclusivity and an ocean-minded perspective, inviting everyone in while staying rooted in purpose. There's room for playfulness, but we always stay grounded in authenticity and respect.

Core Traits:

Welcoming, not cheesy
Simple, not simplistic
Adventurous, not reckless
Inspired, not preachy

Sample Copy:

“Welcome to CASL. We’re stoked to have you on board. Hoorah!”

5. Screenshots / UI Assets

Access our latest visuals, including app interface mockups, web platform screenshots, and press-ready media assets.

A collage of app screenshots for CASL Community, displaying features like community connection, live streaming, and event tracking. The images show a person in a video call, event listings, and app interfaces. Green-themed backgrounds emphasize surfing and social engagement.

Group 2: The California Surf Lodge®

1. Brand Overview

The California Surf Lodge® (CASL-01®) is the flagship physical destination and the heart of the CASL® brand — a singular, purpose-built coastal basecamp designed for surfers, ocean travelers, and members of the CASL Community®. This modern-day surf lodge, inspired by classic adventure outposts, offers accommodations, guided surf experiences, community gatherings, and curated gear. It is the only location officially titled The California Surf Lodge®, and it serves as the physical embodiment of the CASL vision.

Supporting Designations in the CASL® System

CASL-00 represents the overarching hospitality and community model that powers CASL-01® and informs all CASL brand experiences. It defines the foundational principles of surf-focused lodging, sustainability, and global community-building.
CASL-02 Series refers to supporting physical assets and operational extensions of the brand. These are not lodges but service-and experience-based initiatives, such as:
- CASL-02B: A charter service offering exclusive surf excursions and guided ocean adventures by boat.
CASL-∞ represents the brand’s global partnership initiative — an open designation for collaborations with like-minded surf hosts, travel operators, brands, and nonprofit organizations. These partnerships allow CASL to scale its impact and connect with surf communities around the world without developing new physical lodges.

2. Logos

The California Surf Lodge® logo system includes a primary wordmark, a stacked variation, and a location-specific CASL-01® badge. These assets represent the flagship identity of the CASL® brand’s physical lodge and should be used consistently across on-site materials, merchandise, signage, and promotional assets directly related to the lodge.

Each variation is designed to express the spirit of place, adventure, and connection that defines The California Surf Lodge®, while maintaining cohesion within the broader CASL® visual ecosystem.

Logo Variants

The California Surf Lodge® Logo — Horizontal
The primary wordmark. Use in most applications where horizontal space allows.