abund

Brand Guidelines

Simple, intentional, and human-centered design principles

Logo

Primary Logo (Full Lockup)

abund

Use the full lockup whenever possible for maximum brand recognition

Logo Mark (Icon Only)

Use the mark alone for app icons, social media avatars, or tight spaces

Logo Usage Rules

  • Always maintain clear space around the logo equal to the height of one dot
  • Never distort, rotate, or alter the logo proportions
  • Never add effects like shadows, gradients, or outlines
  • The wordmark is always "abund" in lowercase
Color Palette

Primary Palette: Modern Earth

Primary

#54BDD1

Beige/Tan

Secondary

#6FAF8F

Darker Tan

Deep

#18272C

Dark Text

Base

#F8FAFA

Background

Light

#E8F4F6

Off-White

Color Usage

  • Primary: Logo, buttons, key accents
  • Deep: Body text, headings, high contrast elements
  • Base: Page backgrounds, cards
  • Light: Subtle backgrounds, dividers
Typography

Heading & Display Font: Inter

abund

Used for: Logo wordmark, hero headlines, headings, buttons

Weight: ExtraBold (800), tight tracking (-0.045em)

Body Font: Inter

The quick brown fox jumps over the lazy dog

Used for: Body text, UI elements, forms

Weight: Regular (400), Medium (500), Semibold (600), Bold (700)

Voice & Tone

We Are:

  • • Warm and human
  • • Intentional and thoughtful
  • • Simple and clear
  • • Encouraging without pressure

We Avoid:

  • • Corporate jargon
  • • Guilt or shame
  • • Overly technical language
  • • Excessive exclamation points!!!

Writing Examples

✓ "Welcome back. Let's check in with how you're feeling today."

✗ "Great to see you again! Time to crush your daily goals!!!"

✓ "Your practice, your way. No pressure, just presence."

✗ "Unlock your full potential with our revolutionary system!"

Design Principles

1. Breathing Room

Give content space to breathe. White space is intentional, not empty.

2. Simplicity First

Remove anything that doesn't serve the user's practice. Less is more.

3. Natural Motion

Animations should feel organic and calming, never jarring or distracting.

4. Warm & Tactile

Our design feels human, like a well-worn journal or a favorite mug.