Willowcy brand guidelines.

How to use our logo, color, type and voice, and the files you need to do it.

Download the brand kit

The logo

The logo is a single-color wedge holding a W, with a wide, light wordmark. Never redraw it. Keep clear space around it equal to the width of the wedge.

  • Use the navy logo on white, and the white logo on black.
  • Do not stretch, rotate, outline or add effects to it.
  • Do not set it in blue or on a busy photo.
  • Use the mark alone only for avatars and app icons.

The wedge system

  • Use it rarely

    Brand shapes are a highlight, not wallpaper. Most of any page is plain black and white. If in doubt, leave them out.

  • Buttons

    Buttons stay plain: a simple rounded rectangle in black, white or blue, with no brand shape.

  • The weave

    Two back-to-back logo wedges tile exactly. Use the weave at most once on a page, as a quiet ground.

  • Sketches

    Hand-drawn sketches in black, with a touch of blue, add warmth now and then. One on a page at most, and never on every page.

Color

  • Black#0B0B0BText, buttons and dark sections
  • White#FFFFFFThe main reading surface
  • Brand Blue#1F6FE0Used sparingly, to make one thing stand out
  • Logo Navy#101D2DOnly ever inside the logo

Accessible pairings

  • Black on White19.7:1
  • White on Black19.7:1
  • Brand Blue on White4.8:1
  • White on Brand Blue4.8:1

Typography

Clash Display

Headings and buttons. Medium weight, sentence case.

Switzer

Everything you read at length, up to about 70 characters a line.

Source Serif 4

The Journal only: headlines and long reading in our blog.

Voice

Expert, precise, calm. We sound like a senior partner who lets the work speak, and we use business language, not technical jargon.

We say

We replace spreadsheets with software your team can rely on.

We avoid: We leverage synergies to drive digital transformation.

Weekly updates and real demos, so you always know where things stand.

We avoid: Our best-in-class agile methodology delivers 10x results.

Downloads