I use a chili powder made with ancho, guajillo, and pasilla chiles having no salt. This allows me to control the amount of salt which I add separately. My rub includes both Hungarian “sweet” and Spanish smoked paprika, cumin, garlic powder, onion powder, black pepper, cardamom, Mexican oregano, and lemon zest. When I add sugar, I use light brown sugar (if I’m going to glaze the ribs to finish them, I may not add brown sugar to the rub).
Note: one variation on the above dropped the chili powder for mortar & pestle crushed dried Scotch bonnet peppers grown by my son-in-law and lime & orange zests. Definitely included the brown sugar in this one. The ribs were a hit, so I may use this again. Might continue tinkering with it.