Brand deliverable
Brand guidelines
Logo, palette and type. This is the identity the app and the website are both built from.
Logo
One mark, three lockups.
Primary horizontal — light backgrounds
Reversed — dark backgrounds
App icon — favicon, social avatar
The mark is a speech bubble holding a voice waveform, with the spark to its right. Clear space on all sides is equal to the height of the bubble. Do not stretch, recolour, or add a shadow.
Palette
Navy to cyan for the brand, amber and red reserved for meaning.
Deep navy
#0C2A4DText, dark sections
Ocean blue
#0A5C86Gradient midpoint
Brand teal
#0694A8Primary action, brand
Cyan
#0EC0CCHighlights, focus
Aqua
#3FE0E6Accents on dark
Brand gradient
115°, navy → cyanHeroes, primary CTA
Amber
#C8871BNeeds attention only
Flag red
#D9534BNegative sentiment, risk
DoUse amber and red only when a call genuinely needs a person. If everything is red, nothing is.
Don'tUse teal and red next to each other as decoration. Colour carries meaning in this product.
Typography
Axiforma, one family, seven weights.
Scores, durations and phone numbers use tabular figures so columns line up and a bad score is scannable.
Display / H1
Axiforma 800Every call, scored.
Axiforma 800Every call, scored.
Section / H2
Axiforma 700Where points are lost
Axiforma 700Where points are lost
Card title / H3
Axiforma 600Suggested improvement
Axiforma 600Suggested improvement
Body
Axiforma 400 / 15pxReception sent the caller away instead of offering a time. Two calls this week lost points the same way.
Axiforma 400 / 15pxReception sent the caller away instead of offering a time. Two calls this week lost points the same way.
Label
Axiforma 700 / 11pxAverage call score
Axiforma 700 / 11pxAverage call score
Data
Axiforma 700 tabular62/100 · 3m 41s
Axiforma 700 tabular62/100 · 3m 41s