Visual identity

Colour system

Approved text pairs (checked contrast)

Never: dusk text on light grounds (2.2:1); kingfisher text on kingfisher-mist below 18px; status colours used decoratively.

Print equivalents (approximate): kingfisher ≈ Pantone 7714 C; dusk ≈ Pantone 1495 C; ink ≈ Pantone 7546 C. Verify on press.

Typography

• Fraunces 600 for display: hero, page titles, campaign lines. Optical size on; tight but not cramped leading.
• Manrope for everything else: 400 body, 500 lead and small, 700 labels.
• Type scale: hero 56/60, h1 40/46, h2 28/34 (Fraunces 600); lead 19/28, body 16/24, small 14/20, label 12/16 (Manrope).
• Line length: 45–75 characters.
• Numerals: Manrope tabular figures in trackers and receipts.
• Hierarchy is made with size and space, not colour.

Spacing, radius and elevation

• Spacing: 4, 8, 16, 24, 32, 48 px (space-1 to space-12).
• Radius: 6 (radius-sm), 12 (radius-md), 20 (radius-lg), pill (radius-pill).
• Elevation: hairline borders by default; one soft shadow for sheets over maps (0 8px 24px, ink at 8%).
• Focus: 3px dusk ring.

Layout and grid

• Mobile: 4 columns, 16px margins, 16px gutters.
• Desktop: 12 columns, max content width 1120px, 24px gutters; running text max 680px.
• Touch targets at least 44px.
• Leave one generous empty zone in every composition: calm needs air.

Iconography

• 24px grid, 2px rounded strokes, round caps and joins, ink or kingfisher.
• Corners follow radius-sm.
• Core set: Wren, Landing Spot, shop, pharmacy cross, bag, clock, wind, pause, check, phone, map pin, chime.
• Icons are never the only signal: always paired with a word.

Illustration

• Flat, soft geometric shapes from the radius scale; no outlines.
• Brand colours only; dusk appears once.
• Gentle dotted arcs for flight paths (echoing the Glide).
• People are simple and warm, diverse in age, ability and background, never cartoonish.

Photography and film art direction

• Light: golden hour or soft overcast daylight. Never harsh noon, never night vision.
• Places: real, lived-in porches, gardens, small-town main streets.
• People: relaxed, mid-action, not posed for the camera; all ages.
• The Wren: small in frame, high (at least a third of the frame above any person's head), propellers in soft guards and visibly spinning, a single dusk light underneath.
• Camera: eye level or slightly low; slow push-ins; no drone POV looking into windows.

Standard shot list

1. Wide: the Wren crossing a calm suburban sky above rooftops.
2. Medium: the bag lowering on its tether onto the Landing Spot.
3. Close: a hand lifting the bag; Landing Spot in soft focus.
4. Reaction: a relaxed smile or wave from a porch.
5. Shop: the partner shopkeeper handing the order to a Nest.

Motion

Nothing bounces, spins or flashes. Respect reduced-motion settings: replace motion with a simple fade.

Sound

• Landing chime: two soft notes, a rising major third, warm and woody (marimba or felt piano), under one second.
• Paused tone: one low, gentle note.
• No whooshes, buzzes or sci-fi sounds. Music: acoustic, unhurried, around 90 BPM.

Data visualisation

Kingfisher for the main series, ink-muted for comparison, dusk for the single highlighted point. No more than three colours per chart.