Motion principles
Our brand
Overview
Our Strategy
Brand examples
Tone of voice
Overview
Pillars
Principles overview
Creating narrative
Sliding scale
Copy by channel
Product differentiation
Personalization & segmentation
Dos & don’ts
Language, grammar & punctuation
Application
Logo
Overview
Our logo
Core logo
Symbol
Symbol usage
Sub-brand lockups
Partner lockups
Logo positioning
North Star positioning
Logo on color
Logo on image
Logo in animation
Do not adapt the logo or symbol
Application
App icons
Overview
Color
Overview
Primary colors
Secondary colors
Functional product palette
Color ratios
Color combinations & ratios
Do not create gradients with our colours
Application
Typography
Overview
Overview
Headline font
Body font
Hierarchy & typesetting
In-app typesetting & hierarchy
Typographic color
Internal system font
International fonts
Application
Art direction
Overview
Art direction overview
Principles
Core Elements
The People
Environment
Interaction with Simply
Secret Sauce
Simply universe
Emotional and authentic moments
Styling
Brand expression
Graphic integration
Sparks
Overview
Sparks overview
Spark construction
Primary sparks
Secondary sparks
Spark usage
Keyline path
Journey path
Spark as holding shape
Photography integration
Consistent line weight rules
Do not use themes or adapt our sparks in any way
Sparks in animation
Application
Layout
Overview
Layout overview
Logo & margins
Modular grid
Image and illustration layout
Portrait
Image and illustration layout
Landscape
Graphic layout
Portrait
Graphic layout
Landscape
Graphic layout elements
Story layout
Portrait
Story layout
Landscape
Emailer
In-app examples
Ad layouts
Video layout
International language layouts
Illustration
Overview
Illustration overview
Illustration uses
Color in illustration
Application
Motion principles
Overview
Audio
Overview
Iconography
Overview
Icon overview
Icon construction grid
Application
Brand in use
Overview
Motion principles
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