Brand and press
How Souplify looks and sounds, and the files you need to show it well.
01Logo
The logo is the Souplify mark beside the wordmark. Use the full logo wherever there is room. Use the mark alone where space is tight, such as an app icon or a profile picture.
02The idea
The mark is an S for Souplify, drawn from two circles. Its top end becomes a gold coin, set slightly apart: money put aside for later.
The same coin dots the i in the wordmark. Together they say what Souplify does: it makes everyday money simple, and it helps people save.
The wordmark is set in Poppins SemiBold, in lower case, so it feels friendly and plain-spoken rather than corporate.
03Space and size
Clear space
Keep space around the logo at least the width of the coin on all sides. Never place text or other logos inside it.
Minimum size
Full logo: 96 px wide on screen, 25 mm in print. Mark alone: 16 px tall. Below that, use the app icon.
Backgrounds
Full colour on white or Cream. White on Ink or on the brand gradient. On photos, use white over a dark, calm area.
04Misuse
Keep the logo exactly as supplied. These changes weaken it.
05Colour
Orange and Gold carry the brand. Use them for the logo, decoration and large shapes. For text and buttons with white labels, use the text-safe tones, which pass WCAG AA contrast (4.5 to 1).
Brand
#FB421FRGB 251 66 31Logo, icons, large shapes. 3.6:1 on white, so not for small text.#F9A30DRGB 249 163 13The coin, highlights, gradient end. Never text on white.#FB421F → #F9A30D135°App icon, hero panels, decoration.#1C1917RGB 28 25 23Headings and dark sections. 17.5:1 on white.Text-safe
#C2410C5.2:1 on whiteLinks, selected tabs, solid buttons, focus rings.#D7361A → #B45309White text 4.7:1 or moreEvery gradient button with a white label.#4D4D4D8.5:1 on whiteBody text and descriptions.#FFF7F0Action Orange 4.9:1Tinted sections and cards.Meaning
#00AA1FMoney in. Always green.#FF0000Money out. Always red.#00A09BGroups and secondary accents.06Type
Money for everyday life
H1 · Poppins 700 · 56/60 web, 32 appSave together. Decide together.
H2 · Poppins 700 · 40/46 web, 24 appSavings groups, with a say
H3 · Poppins 600 · 20/28Track cash, mobile money, cards and bank accounts. Set a budget and see where your spending goes.
Body · DM Sans 400 · 17/28 web, 16 appPERSONAL FINANCE · SAVINGS GROUPS
Eyebrow · Poppins 600 · 13, tracked 0.08em07Components
- Buttons: Poppins SemiBold, 48 to 56 px tall, fully rounded. One primary action per screen.
- Cards: white, 1 px border #EDE7E1, 20 px corners, soft shadow only when the card floats.
- Charts: donut charts only, never pie charts. Income green, expense red.
- Money: currency code, then the amount with thousands separators: GHS 1,250.00.
- Icons: 24 px line icons, 1.75 px stroke, rounded ends, in Action Orange on Cream.
08Voice
Souplify sounds like a sensible friend who is good with money: warm, plain and honest. Never preachy, never flashy.
We are
- Plain. Short sentences and everyday words. “Save together”, not “collaborative savings solutions”.
- Honest. We say what Souplify does not do: it holds no money, and the game cedis are practice.
- Local. Cedis, MoMo, susu, trotro, chop bar. We write for daily life in Ghana.
- Encouraging. Progress over perfection. We celebrate small wins.
We avoid
- Promises of returns, “get rich” language or pressure to borrow.
- Jargon and acronyms without an explanation.
- Blame. Money is hard; we help rather than scold.
- Exclamation marks in serious moments, such as loans or errors.
09Downloads
Vector files (SVG) scale to any size. Use PNG where SVG is not accepted. For other formats, write to info@souplify.com.
