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Internal · v1.0

Backkr brand guidelines

The reference for how Backkr looks, sounds and feels. Warm, calm, capable – a friend who's got your back.

01 – Logo

The mark & wordmark

Backkr wordmark with cloud iconBackkr

Primary lockup. Use on light backgrounds. Keep clear space ≥ height of the "b".

Backkr wordmark with cloud iconBackkr

Also approved on the aurora gradient. Never place on busy photography.

Backkr wordmark with cloud icon

Inverted mark on ink. Use only when brand-side placement demands it.

Don't

  • · Recolor the mark outside the palette
  • · Stretch, rotate, or add drop shadows
  • · Place on low-contrast photography
  • · Reconstruct the wordmark in another typeface

02 – Colour

Palette

Ink

#2A2A32

Primary text / buttons

Background

#F4EBFF

Page base

Blush

#FFC6DE

Aurora / accents

Team Pink

#D4537E

Brand primary highlight

Lilac

#D9C5FF

Aurora / secondary

Mint

#D6F3B0

Aurora / success

Sky

#BFE0FF

Aurora / info

Peach

#FFD4B8

Aurora / warmth

Success

#E1F5EE

Positive state

Warning

#FAEEDA

Caution state

Destructive

#B42318

Errors

Surface

#FFFFFF

Cards

Signature background

The aurora

Iridescent pastel gradient built from Blush, Lilac, Mint and Sky. Applied globally as the site backdrop. Never replace with a flat colour.

03 – Type

Typography

Display · Instrument Sans

Aa Bb Cc

Marketing is a lot.

Weights: 400, 500, 600 · Tight tracking (-0.03em)

Body · DM Sans

Aa Bb Cc

we've got your back. Clear, friendly copy that reads like a colleague – never like a dashboard.

Weights: 400, 500, 600, 700

04 – Imagery

Clouds, emoji & shapes

☁️

3D clouds

Soft, fluffy, always floating. Use as hero motif or corner accents. One per section – never a sky full.

Approved emoji set

👥🧪📊✉️📅🏷️🧭📝🌥️💗✨🎯

Used as feature icons on tinted chips. One emoji per card. Warm, human, functional.

Shape language

Rounded corners (radius 1.5rem base). Blobs, pills, soft rectangles. Never sharp corners.

05 – Voice

How we sound

We say

  • "Marketing is a lot. we've got your back."
  • "Here's what's working this week."
  • "Try this next – it'll take 10 minutes."

We don't say

  • "Unlock synergies with our AI-powered suite."
  • "Enterprise-grade omnichannel orchestration."
  • "Leverage the funnel."

06 – UI

Component tokens

Buttons

Radius & shadow

Base radius 1.5rem · Soft shadow only

Notification card

12 new leads found this week

Tap to see the sources