Brand Guidelines

Brand identity & guidelines

These are the pieces that make Serendipiware feel like Serendipiware, and the thinking behind each one. If you're writing about us or building alongside us, this is the fastest way to get the name, colors, and mark right.

The mark

A dark circular body crossed by a long, pale ring. Its angle, width, and proportions are fixed parts of the artwork and give the Serendipiware mark its recognisable silhouette.

• Use the supplied logo file as it is. Do not redraw the body, ring, angle, or proportions.
• Keep the full ring visible. Neither end should be cropped, covered, or pushed into nearby text.
• Give the mark enough clear space for the circular body and the full width of the ring to read as one shape.
• Use the standard mark on light surfaces and the supplied inverted mark on dark surfaces. Do not recolor either version.

Light and dark lockups

Keep the standard mark on light surfaces and switch to the inverted artwork whenever the background is dark.

Serendipiware

Serendipiware

Colors

Color is organised by responsibility. Core colors hold the site together, interaction colors carry state, and section accents can shift with the story or product.

Components

The small interface pieces that repeat across the site. Their shape can adapt to the page, but their colors, motion, and focus behavior should stay familiar.

Type

Fredoka carries most of the system. It is rounded enough to feel warm and plain enough to disappear when something else deserves the attention.

Fredoka

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