01
default to one color
Use the single-color mark unless the surface has a specific reason to carry patchwork pieces.
brand system
identity / logo system / usage rules
activemenu
brand system
identity / logo system / usage rules
identity / logo system / usage rules
usage
Simple rules for scale, color, clearspace, export, and misuse.
active
one-color default
Baloo 2 display only
patchwork with reason
01 / decision rules
rules that future surfaces inherit
These are the default answers. A new page, graphic, widget, or export should start here before inventing a special case.
02
let the field speak
Color belongs to the surrounding field, campaign, profile, or widget context. The logo should not chase the palette.
03
keep Baloo scarce
Baloo 2 is for the wordmark and biggest growth-display moments. Product and internal UI stay neutral.
04
protect the silhouette
Do not crop, tilt, outline, add shadows, or place the four pieces inside a decorative logo frame.
05
patchwork needs a trigger
Multi-color pieces are for campaign, social, profile, or widget-set moments. They are never the everyday logo.
06
screenshots can be loud
On product-heavy surfaces, keep brand chrome quiet so page screenshots and widgets carry the energy.
02 / clearspace and minimums
protect the mark before styling
The identity now lives in the four-piece silhouette. Give the loose symbol enough field space to breathe instead of rebuilding a box around it.
clearspace
at least one piece width around the four-piece cluster
lockup gap
use optical spacing; the mark leads, wordmark follows
16px
favicon floor
symbol only; no wordmark, no patchwork
24-32px
small UI
symbol only beside navigation, badges, and compact product chrome
48px+
lockup
symbol may pair with the Baloo 2 wordmark when the surface is brand-led
96px+
display
large fields may use reverse, tint, or patchwork modes
03 / allowed identity modes
four modes, not infinite logos
These are the allowed visual modes for now. New palettes can enter through fields and surfaces, but the identity should keep returning to these patterns.
canonical
Default production mark. Use whenever the brand should be stable and quiet.
reverse
Use on dark social, splash, or high-contrast campaign fields.
soft tint
Use in product, profile, onboarding, and calm marketing sections.
patchwork
Use only when the message is about assembled pages, campaigns, or profile variety.
04 / type rules
type has jobs, not vibes
Baloo 2 can make the brand memorable only if it stays scarce. Smaller and repeated surfaces should use the product and internal roles instead.
growth
Baloo 2 display, then neutral sans
use for
hero headlines, launch cards, social campaign frames
avoid
body copy, product controls, pricing detail rows
product
neutral sans
use for
profile editor, widgets, onboarding, billing, empty states
avoid
wordmark-style type inside controls or repeated UI chrome
internal
neutral sans plus mono labels
use for
dev boards, admin, audits, status, source maps
avoid
campaign tone, oversized display type, playful phrasing
05 / do and do not
the drift blockers
These are the rules most likely to save time during implementation. When a future surface feels off-brand, check this list before making a new visual treatment.
do
Use the mark in one inherited color.
do not
Do not add gradients, drop shadows, outlines, containers, or glow effects to the SVG.
do
Use patchwork pieces when the surface is explicitly about many parts coming together.
do not
Do not make patchwork the default nav, favicon, app icon, or product chrome mark.
do
Use Baloo 2 for the wordmark and largest growth-display phrase.
do not
Do not set product UI, settings, receipts, or dense docs in Baloo 2.
do
Use ink-first CTAs unless a campaign module earns an accent CTA.
do not
Do not let every palette invent a new primary button contract.
do
Let screenshots, widgets, and people supply most of the color on marketing pages.
do not
Do not place loud fields behind already colorful product captures.
do
Export OG/social graphics from paper, signal blue, or social spark recipes first.
do not
Do not invent one-off share-card palettes that cannot thumbnail cleanly.
06 / export checklist
checks before production use
Use this before applying the identity to production pages, favicons, app icons, OG images, social templates, or paid-state surfaces.
favicon / app icon
symbol only
one color
tested at 16px
no patchwork
marketing page
paper or tint base
ink-first CTA
Baloo 2 only at display scale
screenshots stay legible
product UI
neutral sans
soft tint surfaces
semantic colors separate
mark stays quiet
OG / social
1200x630 check
400px thumbnail check
high contrast
campaign-bound patchwork only
07 / pressure tests
where the identity has to survive
These are the export and app contexts most likely to expose weak rules: tiny sizes, platform masks, dark social chrome, social-card thumbnails, and campaign exceptions.
16px
24px
32px
48px
16px
favicon
the four-piece center collapses into noise
symbol only
single color
four pieces stay distinct
pawr
explorekeep
24px
tiny nav mark
brand chrome gets too decorative in dense UI
no wordmark
no patchwork
fits beside short nav text
180px / 512px
app icon mask
rounded platform masks crowd the loose four-piece symbol
extra field padding
pieces not cropped
one-color mark
400px thumbnail
dark social avatar
white mark blooms against dark app chrome
dark field allowed
no glow
centered optical weight
pawr.link
claim your page
1200x630
OG / social card
lockup and CTA compete with thumbnail legibility
big mark, short copy
paper or tint base
thumbnail survives
campaign
many parts, one page
square / story
campaign graphic
patchwork becomes the everyday logo by accident
campaign-bound
piece layout stays stable
pieces use one palette