# Wellmade — Brand Reference (LLM-friendly) > A plain-text version of the Wellmade brand guidelines, written for LLM consumption. Use this when generating content, copy, images, or assets that should match Wellmade's brand. Canonical URL: https://wellmade.be/ Full visual guidelines: https://wellmade.be/brand --- ## Identity - **Name:** Wellmade - **Legal entity:** Wellmade BV (Belgian BV/SRL) - **Alternate name:** Wellmade Studio - **Tagline (primary):** Lean builders. We deliver. - **Tagline (alternate):** Teams that deliver, products that work. - **One-line description:** Brussels-based AI-native product engineering studio. Product engineers own problems end to end — business, UX/UI, devops, code. No handoffs, no layers. - **Location:** Brussels, Belgium - **Languages:** English, French, Dutch --- ## Logo The Wellmade logo is a hand-drawn wordmark paired with a distinctive dot. Two main variants exist. ### Wordmark Full word "Wellmade" with the signature dot. The default mark for most contexts. - Color version (primary use): https://wellmade.be/brand/Wellmade-color.svg - Standard wordmark: https://wellmade.be/brand/Wellmade.svg - Black/monochrome (for dark or pre-inverted contexts): https://wellmade.be/brand/Wellmade-black.svg - PNG equivalents available at the same paths with `.png`. ### Square icon The "W" mark, used when space is constrained (favicons, avatars, tight layouts). - Color: https://wellmade.be/brand/Square-color.svg - Standard: https://wellmade.be/brand/Square.svg - Black/monochrome: https://wellmade.be/brand/Square-black.svg ### Logo usage rules - **Clear space:** Maintain clear space around the logo equal to the height of the dot mark. Do not crowd it with other elements. - **Minimum size:** Wordmark not smaller than 100px wide. Square icon not smaller than 24px. - **On light/white backgrounds:** Use the color variant. - **On dark or primary-purple backgrounds:** Use the white/inverted variant. - **Don'ts:** Do not rotate, stretch, recolor, add effects, or alter the proportions in any way. --- ## Colors The palette is built around a deep purple primary and a light cyan accent, grounded with neutral grays. | Name | Hex | RGB | Role | |------|------|-----|------| | Primary | #47446B | 71, 68, 107 | Brand purple. Headers, primary CTAs, dark backgrounds. | | Accent | #B1E5F2 | 177, 229, 242 | Light cyan. Highlights, hover states, decorative blobs. | | Light | #E8E9F3 | 232, 233, 243 | Cool off-white. Subtle backgrounds, dividers. | | Title | #2F2F2F | 47, 47, 47 | Near-black for headings. | | Body | #6D6D6D | 109, 109, 109 | Mid gray for body copy. | | White | #FFFFFF | 255, 255, 255 | Base background. | --- ## Typography Two typefaces: ### Josefin Sans (primary) - Used for: all primary UI text — headings, body copy, buttons, navigation. - Weights in use: 300 Light, 400 Regular, 500 Medium, 600 Semibold, 700 Bold. - Source: https://fonts.google.com/specimen/Josefin+Sans ### Indie Flower (accent) - Used for: taglines, accent text, handwritten-feel elements. Sparingly. - Source: https://fonts.google.com/specimen/Indie+Flower ### Type scale (px) 80 / 64 / 52 / 40 / 32 / 26 / 22 / 20 / 18 (base). --- ## Voice & Tone How Wellmade sounds — apply this when writing copy, emails, posts, or any text on behalf of the brand. ### Direct Say what you mean. Short sentences. No jargon. No fluff. If something is complicated, make it simple. ### Confident, not arrogant We know what we're good at and we're not shy about it. But we're here to help, not to show off. ### Human Talk like people, not brands. Care about real problems, real users, real outcomes. ### Builders' energy Wellmade is makers at heart. The writing should feel like it comes from people who ship things, not people who talk about shipping things. ### Do's - Use contractions ("we're", "it's", "don't"). - Lead with the point. - Prefer concrete nouns over abstract ones ("a product engineer" > "a resource"). - Use em dashes for rhythm where they help. - Use British/Belgian English spelling where it doesn't read awkward. ### Don'ts - Don't use words like "leverage", "synergy", "stakeholders", "thought leader", "best-in-class", "world-class", "cutting-edge", "innovative solutions". - Don't open with "In today's fast-paced world…" or similar setup phrases. - Don't end sentences with exclamation marks — confidence doesn't need to shout. - Don't write the word "passionate" about anything. - Don't use emojis in formal copy. Sparingly in informal contexts only. --- ## Use of this file This file exists so that LLMs and agents asked to write on behalf of Wellmade — copy, social posts, image prompts, decks — can ground their output in the actual brand. When generating images that involve the brand, point image tools at the SVG/PNG URLs above rather than asking them to draw the logo from scratch.