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Brand Guidelines
Purpose
These guidelines describe how the VERA brand looks, sounds, and behaves across all touchpoints.
They exist to maintain clarity, consistency, and a unified experience.
Brand principles
Core principles that guide all brand and design decisions at VERA.
• Calm confidence
• Balance over extremes
• Consistency over novelty
• Presence over performance
Design principles
Core principles that guide all visual decisions.
Clarity over expression
Every element serves a purpose. Design choices prioritise readability, structure, and ease of use. Elements that do not support function are removed.
Consistency over novelty
Familiar patterns create trust. Visual solutions remain stable across spaces, screens, and materials rather than changing for variation.
Restraint as discipline
Not every space needs filling. Whitespace, margins, and silence are treated as active design elements.
Precision in details
Alignment, spacing, and proportion define quality. Small inconsistencies are avoided. Nothing is accidental.
Design that disappears
Design supports interaction and presence without drawing attention to itself.
Voice & tone
VERA communicates with calm confidence.
How to write
• Use short, complete sentences
• Prefer simple, concrete words
• State observations rather than claims
Avoid
• Promotional or sales language
• Exaggeration or hype
• Moralising or instructing the reader
Visual approach
Design supports clarity and ease of use.
• Reduce visual noise
• Avoid unnecessary emphasis
• Use rhythm, proportion, and spacing as primary tools
Logo
The VERA logo is used without modification.
Clear space
Minimum clear space equals the height of letter "R" in the logo or 50% of logo height
Logo usage
Logo on light background
Monochrome logo
Logo on dark background
Use
• Use the primary logo only
• Maintain clear space around the mark
• Place on clean, quiet backgrounds
Do not
• Stretch or distort
• Recolor or modify
• Rotate or apply effects
Color
VERA uses a restrained five-color palette. Color supports hierarchy and readability. It is never decorative.
VERA Brown
#492714
Primary brand color
Light Brown
#5C4F49
Secondary color
Light Neutral
#CEC7C5
UI & utility color
Charcoal
#333333
Primary text color
Light Charcoal
#707070
Secondary text color
Usage rules
• Do not introduce additional colors
• Maintain soft, readable contrast
• Do not use color for decoration without function
• Prefer consistency over variation
Typography
VERA uses a single typeface.
Typeface
Evolventa
Regular — headings and body text
Oblique — subtle emphasis only
Hierarchy is created through spacing and layout, not styling.
Layout & spacing
• Use consistent margins
• Maintain generous whitespace
• Align elements precisely
• Avoid crowding
Spacing is structural, not decorative.
Imagery
Imagery at VERA reflects real moments, real space, and real products. It should feel natural, calm, and unforced.
Use
• Real people in real settings
• Natural light and honest compositions
• Architecture, interiors, and materials
• Food and drinks as they are served
• Details that convey atmosphere and rhythm
Avoid
• Over-styled or artificial scenes
• Forced emotions or exaggerated poses
• Visual effects that distract from the subject
• Imagery created only for attention or trend appeal
Imagery should feel observed, not constructed.