Brand Guidelines
Everything you need to represent Wellmade consistently across any medium.
Logo
The Wellmade logo is a hand-drawn wordmark paired with a distinctive dot. It comes in full wordmark and square (W) icon variants.
Wordmark
Square Icon
Download
All logo variants are available in SVG and PNG formats.
Colors
Our palette is built around a deep purple primary and a light cyan accent, kept grounded with neutral grays.
Primary
#47446B
rgb(71, 68, 107)
Accent
#B1E5F2
rgb(177, 229, 242)
Light
#E8E9F3
rgb(232, 233, 243)
Title
#2F2F2F
rgb(47, 47, 47)
Body
#6D6D6D
rgb(109, 109, 109)
White
#FFFFFF
rgb(255, 255, 255)
Typography
We use two typefaces: Josefin Sans for all primary text and Indie Flower for accents and taglines.
Primary Typeface
Josefin Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Light 300
Regular 400
Medium 500
Semibold 600
Bold 700
Accent Typeface
Indie Flower
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Used for taglines, accent text, and handwritten-feel elements.
Type Scale
Logo Usage
A few rules to keep the logo looking its best.
Clear Space
Maintain clear space around the logo equal to the height of the dot mark. Don't crowd it with other elements.
Minimum Size
The full wordmark should not be used smaller than 100px wide. The square icon should not be used smaller than 24px.
Backgrounds
Use the color variant on white/light backgrounds. Use the white/inverted variant on dark or primary-colored backgrounds.
Don'ts
Don't rotate, stretch, add effects, change the colors, or alter the proportions of the logo in any way.
Voice & Tone
How we sound is part of who we are.
Direct
We say what we mean. Short sentences. No jargon. No fluff. If something is complicated, we 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
We talk like people, not brands. We care about real problems, real users, real outcomes.
Builders' energy
We're makers at heart. Our writing should feel like it comes from people who ship things, not people who just talk about it.
Tagline
Lean builders. We deliver.
Wellmade. Lean builders. We deliver.