Brand Guide · v1.0
The gloood brand, in one page.
A short, practical reference for anyone writing, designing, or building for gloood. The rules are intentionally few. Follow them and the brand will look like itself everywhere it shows up.
Logo
The wordmark is lowercase “gloood” in Avenir Black with a trailing period. The period is always accent-coloured — lime on dark, violet on light. Never stretch, recolour, or tilt it.
Leave space around the wordmark equal to the cap height of the “g”.
Never render the wordmark smaller than 96px wide on screen, 24mm in print.
Primary is Ink #0A0B10. Avoid busy imagery — use a dark scrim if you must.
Palette
Seven tokens. Ink and Elevated carry 90% of the surface area. Violet is the primary action colour. Lime is an accent — use it for numbers, hover states, and the period in the wordmark.
Typography
Three typefaces do all the work. Avenir Black sets display headings and large numbers. Avenir Medium labels the UI. Inter handles body copy and forms.
gloood is a small, senior team building websites and running paid ads for SMBs across India. We measure success in qualified leads and revenue, not design awards. Reports go out weekly.
Voice & tone
Confident. Pragmatic. Outcome-focused. Write the way a senior operator would talk to another senior operator over coffee.
- Confident, pragmatic, outcome-focused.
- Direct. No fluff. No agency buzzwords.
- First-person plural (“we”).
- Specific numbers over vague claims.
- Indian context — ₹, Mumbai/India, GST, SMB.
- Short sentences. Real examples. No hedging.
Do’s and don’ts
- Pair Violet with Lime sparingly. Use Lime for emphasis — numbers, hover states.
- Maintain clear space around the wordmark equal to the cap height of the “g”.
- Use Ink
#0A0B10as the primary background — not pure black. - Quote specific outcomes: “2.8× bookings”, “71% lower CPA”.
- Use Lime as body text — unreadable on most backgrounds.
- Stretch, recolour, or tilt the wordmark.
- Place the wordmark on busy imagery without a dark scrim.
- Write in agency voice — no “synergy”, “leverage”, or “best-in-class”.
Downloads
Questions or a missing asset? Email surpreet@gloood.in.