Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
(c)2026
Visual Identity Guideline
Overview
Introduce your brand: what it stands for, who it serves, and what makes it distinct. Use this guideline as a shared reference for the visual identity across every touchpoint.
Logo scale
Use the approved artwork at every size. The examples below show the main logo, logomark, and logotype stepping down from large-format applications to compact digital use.
160px96px64px40px24pxMinimum size 24px
160px96px64px40px24pxMinimum size 24px
Minimum size
Digital Media (Web, App, Social, UI)
Define the smallest size the mark may be used at, so it stays legible everywhere.
| Context | Minimum Width | |
|---|---|---|
| Website UI (navbar, footer) | 96 px |  |
| Favicon / icon only | 32 px |  |
| App icon (symbol) | 48–96 px | |
| Social profile image | 180 × 180 px | |
Partnership
To us at base, collaboration starts with clarity. When our logo appears alongside partners, we ensure it is always legible and respectful of space. The clear zone defines the breathing room our brand needs to stay recognizable and consistent, no matter the layout. Whether vertical or horizontal, the spacing standard helps maintain visual harmony in every partnership touchpoint.
base
0.333X0.333X
base
0.333X0.333X
base without safezone
base without safezone
Logo don’ts
Do not alter the logo. Avoid the following treatments.
Don’t stretch or distort the logo.
Don’t outline the logo.
Don’t use unapproved colors.
Don’t apply shadows or effects.
Don’t rotate the logo.
Don’t apply patterns or textures.
Color
Define the core palette and the role of each color. Use the approved values consistently across digital and print applications.
Maintain sufficient contrast between text, logos, and backgrounds.
Color combination
The color pairing system defines how the brand palette should be distributed within a layout. Use the primary color for defining moments, supporting colors for balance, and neutrals for readability.
Use the suggested percentages as a guide, and adapt combinations to maintain contrast across product, communication, and marketing surfaces.
Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
Signature brand color combination
The distinctive brand color balance recommended for every composition.
60%
30%
5%
5%
Logo on color
When combining the logo with brand colors, always ensure there is ample contrast. These are the approved light and dark combinations.
Typography
The base typography system uses General Sans to mirror the brand’s calm, modern character. Headline styles use General Sans Medium with tight spacing to create a confident, clear presence in key moments. Sub-headline and body copy use the same family for consistency, with increased line height for comfortable reading across product, web, and communication layouts.
Using a single, versatile type family keeps the experience simple and cohesive, ensuring that color, iconography, and layout can carry the brand’s warmth while the typography remains clean, neutral, and highly legible.
Primary
UsageHeadingBody TextDescription
Inter
Glyphs
Font style 12
Aa123
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!@#$%^&*()?+
| Scale Category | Typeface | Weight | Size | Case |
|---|---|---|---|---|
| Caption | Inter | Medium | 12 | Sentence |
| Header 1 | Inter | Semibold | 96 | Sentence |
| Header 2 | Inter | Medium | 60 | Sentence |
| Header 3 | Inter | Regular | 48 | Sentence |
| Body copy | Inter | Regular | 16 | Sentence |
| Small text | Inter | Regular | 12 | Sentence |
| CTA | Inter | Regular | 16 | Sentence |
Imagery
Define the mood, lighting, composition, and subject matter of your brand imagery. Use consistent visual direction across every touchpoint, and avoid generic stock photography or distracting detail.
Tone and voice
base speaks with calm clarity, radical openness, and warm confidence. We make complex ideas easy to understand, support every claim with transparent facts, and treat people as capable participants in an open network.
Our language is concise, human, and globally accessible. We communicate the practical value of base without hype, speculation, or unnecessary technical jargon.
01 · Calmly clear
Make complex ideas simple and understandable. Use plain language and short sentences.
Example
A simpler way to get things done.
02 · Radically open
Earn trust through facts, transparency, and verifiability. Be specific about how the system works, who is involved, and what people can verify for themselves.
Example
Explain what people can expect in clear, specific terms.
03 · Warmly empowering
Speak to people as capable participants, not passive customers. Be welcoming, inclusive, and optimistic while staying grounded.
Example
Built to work wherever you are.
Applying the voice
Website and campaigns: Optimistic, simple, and led by practical benefits.
Product UI: Brief, direct, and reassuring.
Education and support: Patient, conversational, and never patronizing.
Social and community: Warm, participatory, and lightly playful.
Protocol documentation: Precise, neutral, and verifiable.
Safety, policy, and legal: Factual, calm, and unambiguous.
Always
Be clear, specific, human, and useful.
Never
Use hype, speculation, insider language, or exaggerated promises.
Graphic Element
Add your brand patterns and graphic elements. Define their spacing, scale, and alignment, and use them to support the message without competing with it.
PlaceholderPattern 1
PlaceholderPattern 2
Use approved palette colors with strong contrast for brand patterns. Keep the marks legible, and use supporting colors to balance the composition.
PlaceholderDot circleCircular dot patterns may support the design context.
PlaceholderFrosted glassUse the effect on selected brand objects.
PlaceholderGradient shapeUse the glass gradient effect with Your brand’s primary colors.
Application
Apply the brand consistently across every touchpoint. Replace the sample mockups with approved artwork, or customize the generated applications with your logo and palette.
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Brand strategy · Digital experiences
Ideas made visible. · base.example
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Ideas made visible.
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