Brand

Brand assets and guidelines.

The Jagassar logo, mark, colours and type, and the few rules for using them. Download what you need.

Download all assets (ZIP)

Logo

The wordmark.

Lowercase jagassar with an orange full stop, drawn from Geist SemiBold. Use it wherever there's room.

For light backgroundsSVG PNG

For dark backgroundsSVG PNG

One colour, blackSVG PNG

One colour, whiteSVG PNG

Mark

The j. mark.

A dotless j and the same orange full stop. Use it where the wordmark won't fit: favicons, app icons and profile pictures.

Mark, lightSVG PNG

Mark, darkSVG PNG

App iconSVG 512 192

Profile pictureDark Light

One-colour mark:Black SVG Black PNG White SVG White PNG

Spacing

Clear space and minimum size.

Clear space

Keep a space the height of the lowercase a clear on every side of the logo. Nothing else goes in it: text, edges or other logos.

Minimum size

Wordmark: 72 px wide on screen, 20 mm in print. Mark: 16 px. Below that, use the mark instead of the wordmark.

Colour

Paper, ink and one orange.

A warm neutral palette with a single accent. Every colour has a dark-mode pair. In code, use the token names, not the hex values.

paper

#f5f3ee dark #0f0f0e

Page background

paper-raised

#ffffff dark #181816

Cards, panels, inputs

ink

#121210 dark #f2f0ea

Text, the wordmark, primary buttons

muted

#66645d dark #a09d94

Secondary text

line

#e0ddd3 dark #2b2a26

Borders and dividers

accent

#e8501a dark #ff6a33

The full stop, highlights, focus

accent-ink

#ffffff dark #120a06

Text on an accent fill

accent-soft

#fbe3d8 dark #3a1a0d

Tinted backgrounds

Orange is the full stop
Use it sparingly: the logo's full stop, small labels, highlights and focus rings. Never for long text.
Contrast
Ink on paper is 16.9:1. Orange on paper is 3.4:1, so keep orange text large or short. Ink on orange is 5.0:1.
Light and dark
The site follows the visitor's system setting. Use the dark logo files on dark backgrounds.

Type

Geist and Geist Mono.

Both are free and open source, under the SIL Open Font License.

Geist

Headings in SemiBold with tight letter spacing. Body text in Regular, buttons in Medium.

Software for businesses ready to run better.

Geist Mono

Eyebrows, labels, numbers and code. Eyebrows are small, uppercase, widely spaced and orange.

Software studio · Winnipeg

Get the fonts from vercel.com/font.

Usage

Do and don't.

Use the files as they are, on paper or white.

Use the dark version on dark backgrounds.

Use one colour when colour isn't available.

Don't recolour it or change the orange.

Don't stretch, squash or rotate it.

Don't add shadows, outlines or effects.

Jagassar.

Don't retype it in another font or case.

Don't put the colour logo on orange. The full stop disappears.

Software studio for small and growing businesses

Don't crowd it. Keep the clear space.

Voice

Plain and direct.

We write the way we'd talk to a client across the table.

Say what we do

“We build booking systems”, not “we leverage innovative solutions”. Name the thing.

Short and direct

Short sentences. “We” is Jagassar, “you” is the reader. Talk to one person.

No hype, nothing made up

No buzzwords, and no numbers, quotes or claims we can’t back up.

House style

Canadian spelling (colour, centre). Sentence case for headings and buttons.

Naming

How to write our name.

Jagassar: The name in copy, headings and conversation. Always a capital J.
Jagassar Group: The legal name. Use it in contracts, invoices and the copyright line, not in marketing copy.
jagassar.: The logo only. Don’t write the name in lower case or with the full stop in running text.
jagassar.ca: The website. Socials are @jagassargroup on Instagram, X and YouTube, and jagassar on LinkedIn.

Need a format that isn't here, or not sure about a use? Email kyle@jagassar.ca.