Brand Guide
Guidelines for using the Airful brand — our logo, colors, typography, and visual identity. For press kits or custom assets, get in touch.
Logo
The Airful mark is a stylized bird — representing agility, perspective, and forward motion. Use it as the primary brand identifier.
Primary — on lightOn dark backgroundsClear space
Maintain clear space around the logo equal to at least the height of the bird's body. Never crowd it with other elements.
Don't
Don't stretch, rotate, add effects, or change the logo's color outside the approved palette. Don't place it on busy backgrounds without sufficient contrast.
Colors
A warm, natural palette built around sage green. Canvas is the default background; Sage is the primary accent; Sienna is used sparingly for warmth.
Canvas
#FAF9F7
Sage
#7B8F7B
Dark Sage
#5C6F5C
Sienna
#C4846E
Charcoal
#1C1C1E
Stone
#3A3A3C
Muted
#8E8E93
Ivory
#F5F3EE
Border
#E5E2DC
Typography
Three typefaces — a serif for display, a sans-serif for body, and a monospace for technical content.
Cormorant Garamond
The quick brown fox jumps over the lazy dog
DM Sans
The quick brown fox jumps over the lazy dog. We use DM Sans for all body text, navigation, buttons, and UI elements. It's clean, geometric, and highly readable at every size.
JetBrains Mono
The quick brown fox jumps over the lazy dog. Used for code snippets, technical labels, hex values, and variable names.
Voice & Tone
How Airful sounds — across the website, in conversations, and in written materials.
Warm, not corporate
We sound like a knowledgeable friend, not a press release. Direct, personal, and approachable.
Confident, not boastful
We let our work speak. State what we do clearly without superlatives or hype.
Concise, not sparse
Every sentence earns its place. We say enough to be useful and not a word more.
Technical when needed
We don't shy away from specifics. When the audience is technical, so are we — but always with clarity.