marketing / launch / social
growth
you've got the pawr.
Baloo 2 only at the billboard scale. The lockup is still Baloo 2, but page typography should not become all-Baloo.
Claim, launch, announce, and share moments can carry the soft display voice.
brand system
identity / logo system / typeface
activemenu
brand system
identity / logo system / typeface
identity / logo system / typeface
typeface
Baloo 2 leads the lockup and biggest growth moments. Product UI stays quieter.
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01 / typeface lab
soft utility lockup tests
Baloo 2 is the selected direction because it keeps the softness of the mark without turning the brand into a pet product. The other samples pressure-test how much warmth, neutrality, and app-like restraint the lockup can carry.
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selected directionBaloo 2selected wordmark
current choice: warm, round, still legible
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sample 01
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Balooroundest option
memorable, but closest to playful/pet-app territory
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sample 02
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Fredokafriendly software
soft and current, less ownable than Baloo 2
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sample 03
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Nunitosafe round
trustworthy and usable, but more generic
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sample 04
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Outfitclean app
useful baseline if the round options feel too cute
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sample 05
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Plus Jakarta Sansutility neutral
more product than mascot, but loses warmth
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sample 06
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Inter baselinecurrent-system control
good control sample; too default to become the new wordmark
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sample 07
02 / lockup pressure
Baloo 2 in real surfaces
This narrows the system to one family and tests spacing, hierarchy, and whether the mark remains the lead actor at small and large sizes.
horizontal scale
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navpawr.link
email headerpawr.link
social headerpawr.link
stacked launch-card / app splash treatment
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field mode lockup
03 / role split
one brand, three type voices
The wordmark can be Baloo 2 without making every surface feel like the wordmark. This splits typography by job: growth can be expressive, product should be legible and quiet, and internal/dev surfaces should read fast.
profiles / widgets / onboarding
product
your page, assembled
Use the neutral app sans for interface hierarchy. It keeps dense surfaces scannable and lets profile content bring the personality.
Buttons, settings, onboarding, profile chrome, and payment flows stay practical.
dev / admin / ops
internal
BRAND SYSTEM / TYPE SCALE
Use compact sans plus mono labels. Internal surfaces should feel inspectable, not campaign-led.
Dev boards, dashboards, audits, and operational notes need less charm and more signal.
04 / scale
reserve Baloo 2 for the largest title
This scale treats the logo lockup as a brand asset, then keeps Baloo 2 scarce in page typography. The smaller the surface gets, the more neutral and operational the type should become.
growth
growth.display
Baloo 2 / 800
you've got the pawr.
64 / 60
homepage H1, launch card, campaign headline
growth
growth.title
system sans / semibold
turn every link into a page
42 / 44
marketing section title, pricing headline
product
product.title
system sans / semibold
add a widget
28 / 32
profile editor title, onboarding step, modal heading
product
product.body
system sans / regular
Choose what belongs on the page, then arrange it the way people should read it.
16 / 28
settings, instructions, empty states, receipts
internal
internal.label
mono / uppercase
FOUNDATION / IDENTITY / TYPE
11 / 16
dev breadcrumbs, status labels, audit sections
internal
internal.body
system sans / regular
Baloo 2 is allowed in the lockup and growth display, but not in product chrome.
14 / 22
dev notes, review summaries, QA checklists
05 / applied stacks
growth, product, and internal in context
Same mark, different typography pressure. This gives us a simple rule before we take it into homepage, profile editor, admin/dev, and future brand docs.
growth / public
you've got the pawr.
Let Baloo 2 create the first emotional beat, then switch back to clean sans for explanation and action.
add a widget
Product typography should stay steady enough for repeated use: settings, editing, receipts, onboarding, and empty states.
linksadd
social proofadd
latest postadd
internal / dev
BRAND SYSTEM / IDENTITY / TYPE SCALE
Internal surfaces should be compact, inspectable, and status-heavy. They can borrow the mark, but not the marketing voice.
growth.display active
product.body stable
internal.label active