Why it survives
The silhouette is legible at 16px, works in one colour, and carries meaning without depending on colour alone.
Brand book · Canonical
The canonical Bobby Pricing identity
A value held between two open brackets, in the Ink Navy, Signal Amber and Parchment palette. This is the approved identity: Open Bracket structure, Ledger Ladder colour.
Selection BP-BRAND-002 · decided 2026-08-30
Approved and canonical
Use Candidate 2 — Open Bracket as the canonical logo concept, mark, bracket-and-value-dot idea and primary typography direction, and replace its green and mint palette with Candidate 1 — Ledger Ladder's colour palette. Candidate 1's mark is not combined with Open Bracket. Candidate 1 and Candidate 3 remain historical rejected candidates.
Decided by Alexander van den Berg (Product Owner). Supersedes the pre-selection state published under BP-BRAND-001. See the candidate history.
01 · Concept
A price is a decision with a defensible range
Two open brackets hold a single amber value dot. The brackets are the reasoning around the number — cost, market, positioning, approval — and the dot is the price the business commits to. The mark is typographic rather than pictorial, so it sits naturally beside figures and reads as software, not as a retail sticker.
Why this palette
Ink Navy and Parchment give a document-grade, print-safe foundation for price boards and invoices. Signal Amber marks exactly one thing per view: the value under decision.
What it is not
No coin, no calculator, no trading chart, no discount tag, no letter B. The identity is about deciding a price, not about money as an object.
02 · Logo system
Marks, wordmark and lockups
One mark, four approved lockups. Nothing else is an official Bobby Pricing logo.
Compact mark at real pixel sizes
The compact mark thickens the bracket stroke and enlarges the value dot so the concept survives at 16px.
03 · Clear space and minimum sizes
How much room the mark needs
- Minimum clear space on every side equals the height of the value dot (27% of the mark's height).
- Nothing — rule, edge, photograph, badge or text — may enter that zone.
- In the horizontal wordmark, the gap between the mark and the B of Bobby is fixed at one bracket width; do not re-space it.
- The stacked lockup keeps a fixed 34px gap (at 96px mark size) between the mark and the wordmark.
| Context | Minimum | Note |
|---|---|---|
| Compact mark, digital | 16px | Use compact-*.svg: heavier stroke and larger dot. |
| Compact mark, favicon | 16 / 32 / 48px | Ship the generated ICO and PNG set. |
| Primary mark, digital | 24px | Below 24px switch to the compact mark. |
| Horizontal wordmark, digital | 120px wide | Below this the PRICING line closes up. |
| Stacked lockup, digital | 88px wide | Prefer the horizontal wordmark in navigation. |
| Any mark, print | 8mm | Use the vector PDF or SVG, never a raster export. |
04 · Colour
Ink Navy, Signal Amber, Parchment
The Ledger Ladder palette is the canonical colour identity. The retired Open Bracket green and mint palette must not be used anywhere.
- Ink NavyPrimary
#10233A · rgb(16 35 58)
Coated approx. 88 / 72 / 45 / 42 — convert with a measured ICC profile before print production
Brackets on light backgrounds, primary text, primary buttons, table rules.
- Signal AmberAccent
#F2A03D · rgb(242 160 61)
Coated approx. 0 / 39 / 82 / 0 — a spot orange is preferable for exact reproduction
The central value dot, active state, current tier, single emphasis per view.
- ParchmentLight foundation
#FBF7F0 · rgb(251 247 240)
Coated approx. 0 / 1 / 4 / 0 — normally reproduced as unprinted stock
Preferred warm light background; brackets on dark backgrounds.
- Slate 600Secondary
#4A5C72 · rgb(74 92 114)
Coated approx. 70 / 52 / 34 / 12
Secondary text, supporting rules, wordmark descender line.
- Verify GreenSemantic only
#2E7D62 · rgb(46 125 98)
Coated approx. 80 / 30 / 65 / 12
Verified, approved and published states only. Never a competing primary brand colour and never a decorative fill.
- Deep NavyDark foundation
#0A1626 · rgb(10 22 38)
Coated approx. 92 / 78 / 52 / 60
Preferred dark background, avatars, application icon container.
Measured contrast
WCAG 2.1 relative-luminance ratios calculated from the exact hex values above.
| Pair | Ratio | Verdict |
|---|---|---|
| Ink Navy on Parchment | 14.86:1 | AAA for all text sizes |
| Ink Navy on white surface | 15.87:1 | AAA for all text sizes |
| Parchment on Deep Navy | 17.02:1 | AAA for all text sizes |
| Parchment on Ink Navy | 14.86:1 | AAA for all text sizes |
| Slate 600 on Parchment | 6.42:1 | AA for all text, AAA for large text |
| Slate 600 on white surface | 6.85:1 | AA for all text, AAA for large text |
| Signal Amber on Deep Navy | 8.54:1 | AAA for all text sizes |
| Signal Amber on Ink Navy | 7.46:1 | AAA for all text sizes |
| Signal Amber on Parchment | 1.99:1 | FAIL — decorative fills only, never text or icons carrying meaning |
| Ink Navy on Signal Amber | 7.46:1 | AAA — the approved way to use amber as a fill |
| Verify Green on Parchment | 4.65:1 | AA for normal text |
| Verify Green on Deep Navy | 3.66:1 | AA for large text and UI borders only — not for body text |
| Muted Slate #9AAABE on Deep Navy | 7.67:1 | AAA — dark-mode secondary text |
05 · Typography
Space Grotesk for voice, Work Sans for numbers
Prices, amounts, percentages and units always use lining tabular figures so columns align down the page.
Display · Space Grotesk
Pricing you can defend
700 for the wordmark and H1, 600 for H2/H3, 500 for display labels
Space Grotesk replaced Syne on 2026-08-30 (BP-BRAND-002A): Syne's lowercase g reads as a clipped or flattened descender in the wordmark and in headings such as 'Pricing', 'packages' and 'configuration'. Space Grotesk keeps the structured, technical, software-native character of the Open Bracket concept, and draws a clearly formed single-storey g with a complete descender at every required size. Its heaviest weight is 700, so the wordmark and H1 use 700 rather than the former 800. Tracking is tightened to -0.8 on the wordmark and -1 on the stacked lockup.
Text · Work Sans
Follow-up session €52.00 · 5-session package €240.00
0123456789 · 1,234.50 · −10% · +€25.00
Work Sans is unchanged and supplies lining tabular figures for every price, amount, percentage, credit, unit and recurring billing value.
Hierarchy
- H1 — Space Grotesk 700, 40–60px, tracking -1 to -2, line-height at least 1.1
- H2 — Space Grotesk 600, 26–32px
- H3 / section label — Work Sans 600, 13px, uppercase, tracking 0.18em
- Body — Work Sans 400, 16–18px, line-height 1.6
- Price figure — Work Sans 600 with tabular lining numerals, never letterspaced
- Micro / legal — Work Sans 400, 12–13px, Slate 600
Licensing
Space Grotesk (Florian Karsten) and Work Sans (Wei Huang) are both released under the SIL Open Font License 1.1: approved for commercial use, web embedding, self-hosting, print and redistribution with the licence file, which also covers the downloadable brand assets. Since BP-BRAND-FOUNDATION-CLOSEOUT-003 both families are self-hosted as WOFF2 from this project's own origin under /fonts/ — there is no Google Fonts or other third-party font request at runtime.
Fallbacks
'Helvetica Neue', Arial, system-ui, sans-serif for both roles, with font-display: swap to avoid invisible text. Email templates use Arial/Helvetica because Space Grotesk is not a mail-client safe face — email logos ship as raster PNG instead. All logo files carry the wordmark as outlined vector paths, so no asset depends on a font being installed.
Self-hosted font files
Both families are served as WOFF2 from this site's own origin under /fonts/. No Google Fonts or other third-party font request is made at runtime.
| Family | Role | Weights | Subset | File |
|---|---|---|---|---|
| Space Grotesk | Display and wordmark | Variable 500–700 (500, 600, 700 used) | latin | Download WOFF2 |
| Space Grotesk | Display and wordmark | Variable 500–700 | latin-ext | Download WOFF2 |
| Work Sans | Body and interface | Variable 400–600 (400, 500, 600 used) | latin | Download WOFF2 |
| Work Sans | Body and interface | Variable 400–600 | latin-ext | Download WOFF2 |
Font licences
Space Grotesk
SIL Open Font License 1.1
Copyright 2020 The Space Grotesk Project Authors
Download licenceWork Sans
SIL Open Font License 1.1
Copyright 2019 The Work Sans Project Authors
Download licence
06 · Iconography
Open-ended strokes, one amber focal point
Open-ended stroke icons at 2px on a 24px grid with round caps and round joins, echoing the bracket terminals. Never filled, never boxed. A single Signal Amber dot may mark the active or focal element in an icon, at most once per icon.
- Price book
- Range / confidence band
- Package
- Add-on
- Approval
- Publish
- Price list export
- Version history
Status colour semantics
- Draft
- In review
- Approved
- Published
- Margin risk
Colour never carries state on its own: every badge also carries its label in text.
07 · Applications
The brand applied to real pricing surfaces
All figures below are synthetic examples from fictional businesses. They demonstrate typography, colour and layout only — they are not researched market pricing and not a Bobby Pricing offer.
Website pricing table
Example business: Northwind Studio (synthetic)
- Setup
Launch
€1,450
one-time
- — 5-page website
- — Brand-matched layout
- — Basic on-page SEO
- — One revision round
- Most chosen
Growth
€2,950
one-time
- — 12-page website
- — Copy assistance
- — Analytics setup
- — Three revision rounds
- Maintenance
Care
€120
per month
- — Hosting and backups
- — Monthly updates
- — Uptime monitoring
- — 2h content changes
Illustrative example data. Fictional prices, not a Bobby Pricing offer.
Service price list — Q2
Example business: Meridian Physio (synthetic)
| Service | Time | State | Price |
|---|---|---|---|
| Initial assessment | 50 min | Published | €78.00 |
| Follow-up session | 30 min | Published | €52.00 |
| 5-session package | 5 × 30 min | Approved | €240.00 |
| Home visit add-on | — | Draft | +€25.00 |
Illustrative example data. Fictional prices.
Printed price board — Spring
Example business: Halden Wash & Detail (synthetic)
- Exterior wash
- €14
- Wash & interior vacuum
- €24
- Full valet
- €89
- Ceramic top-up
- €39
Example print board layout. Prices are fictional.
Subscription and credit presentation
Example business: Aster Salon Group (synthetic)
| Plan | Monthly | Annual |
|---|---|---|
| Single chair1 location, 1 price book | €29.00 | €290.00 |
| Salon3 locations, approvals | €79.00 | €790.00 |
| Group12 locations, translations | €189.00 | €1,890.00 |
Illustrative subscription presentation only. Bobby Pricing defines and presents prices; it does not process payments, subscriptions or credit balances.
| Package | Credits | Price | Unit |
|---|---|---|---|
| Starter | 500 | €25.00 | €0.050 / credit |
| Standard | 2,500 | €110.00 | €0.044 / credit |
| Scale | 10,000 | €390.00 | €0.039 / credit |
Illustrative credit-package presentation only. No credit balance, purchase or ledger exists in this pilot.
08 · Misuse
What is never allowed
- Do not recolour the value dot to anything other than Signal Amber (or the single brand colour in monochrome lockups).
- Do not close, fill or box the brackets — the openness is the concept.
- Do not add a generic B, currency symbol, coin, calculator, trading chart, bank mark or sale sticker.
- Do not rotate, skew, outline, emboss or add a drop shadow to the mark.
- Do not place the light mark on a mid-tone photograph; use the dark container variant.
- Do not use Signal Amber for small text on Parchment — the measured ratio is 1.99:1.
- Do not use Verify Green as a decorative or primary brand colour.
- Do not re-introduce the retired Open Bracket green/mint palette.
- Do not stretch, condense or re-space the wordmark, or substitute a different typeface for Space Grotesk.
09 · Design tokens
How the palette maps to the interface
These tokens are defined in src/styles.css and are what this entire site renders from — the brand book is not a mockup of the theme, it is the theme.
| Token | Light | Dark |
|---|---|---|
| --background | #FBF7F0 Parchment | #0A1626 Deep Navy |
| --foreground | #10233A Ink Navy | #FBF7F0 Parchment |
| --card | #FFFFFF | #122539 |
| --primary | #10233A Ink Navy | #FBF7F0 Parchment |
| --muted-foreground | #4A5C72 Slate 600 | #9AAABE |
| --border | #E6DFD3 | #22384F |
| --brand-amber | #F2A03D | #F2A03D |
| --brand-verify | #2E7D62 | #2E7D62 |
| --destructive | #B4462F | #CE6146 |
| --radius | 0.625rem | 0.625rem |
10 · Asset library
50 production files, all downloadable
Vector SVG, raster PNG at production resolutions, a multi-size ICO, an Apple touch icon, web app icons, avatars, an email-safe raster logo and a print-ready vector PDF.
Primary mark (10 files)
| File | Purpose | Size | Download |
|---|---|---|---|
| mark-dark.png | Primary mark, dark background (PNG) | 1024×1024 · 24.0 kB | Download |
| mark-dark.svg | Primary mark, dark background | 96×96 (scalable) · 0.4 kB | Download |
| mark-light.png | Primary mark, light background (PNG) | 1024×1024 · 23.7 kB | Download |
| mark-light.svg | Primary mark, light background | 96×96 (scalable) · 0.4 kB | Download |
| mark-mono-dark.png | Monochrome dark mark (single-colour Ink Navy) (PNG) | 1024×1024 · 24.4 kB | Download |
| mark-mono-dark.svg | Monochrome dark mark (single-colour Ink Navy) | 96×96 (scalable) · 0.4 kB | Download |
| mark-mono-light.png | Monochrome light mark (single-colour Parchment) (PNG) | 1024×1024 · 23.9 kB | Download |
| mark-mono-light.svg | Monochrome light mark (single-colour Parchment) | 96×96 (scalable) · 0.4 kB | Download |
| mark-transparent.png | Primary mark, transparent background (PNG) | 1024×1024 · 24.6 kB | Download |
| mark-transparent.svg | Primary mark, transparent background | 96×96 (scalable) · 0.4 kB | Download |
Compact / micro mark (6 files)
| File | Purpose | Size | Download |
|---|---|---|---|
| compact-dark.png | Compact/micro mark, dark (PNG) | 512×512 · 17.7 kB | Download |
| compact-dark.svg | Compact/micro mark, dark | 96×96 (scalable) · 0.4 kB | Download |
| compact-light.png | Compact/micro mark, light (PNG) | 512×512 · 17.5 kB | Download |
| compact-light.svg | Compact/micro mark, light | 96×96 (scalable) · 0.4 kB | Download |
| compact-transparent.png | Compact/micro mark, transparent (PNG) | 512×512 · 11.6 kB | Download |
| compact-transparent.svg | Compact/micro mark, transparent | 96×96 (scalable) · 0.4 kB | Download |
Wordmark and lockups (16 files)
| File | Purpose | Size | Download |
|---|---|---|---|
| lockup-stacked-dark.png | Stacked lockup, dark (PNG) | 1080×990 · 32.1 kB | Download |
| lockup-stacked-dark.svg | Stacked lockup, dark | 360×330 (scalable) · 0.9 kB | Download |
| lockup-stacked-light.png | Stacked lockup, light (PNG) | 1080×990 · 32.0 kB | Download |
| lockup-stacked-light.svg | Stacked lockup, light | 360×330 (scalable) · 0.9 kB | Download |
| lockup-stacked-transparent.png | Stacked lockup, transparent (PNG) | 1080×990 · 31.3 kB | Download |
| lockup-stacked-transparent.svg | Stacked lockup, transparent | 360×330 (scalable) · 0.8 kB | Download |
| wordmark-dark.png | Horizontal wordmark, dark (PNG) | 2080×520 · 35.9 kB | Download |
| wordmark-dark.svg | Horizontal wordmark, dark | 520×130 (scalable) · 0.8 kB | Download |
| wordmark-light.png | Horizontal wordmark, light (PNG) | 2080×520 · 35.9 kB | Download |
| wordmark-light.svg | Horizontal wordmark, light | 520×130 (scalable) · 0.8 kB | Download |
| wordmark-mono-dark.png | Monochrome dark wordmark (PNG) | 2080×520 · 37.0 kB | Download |
| wordmark-mono-dark.svg | Monochrome dark wordmark | 520×130 (scalable) · 0.8 kB | Download |
| wordmark-mono-light.png | Monochrome light wordmark (PNG) | 2080×520 · 36.0 kB | Download |
| wordmark-mono-light.svg | Monochrome light wordmark | 520×130 (scalable) · 0.8 kB | Download |
| wordmark-transparent.png | Horizontal wordmark, transparent (PNG) | 2080×520 · 37.4 kB | Download |
| wordmark-transparent.svg | Horizontal wordmark, transparent | 520×130 (scalable) · 0.8 kB | Download |
Favicons, app icons and avatars (13 files)
| File | Purpose | Size | Download |
|---|---|---|---|
| app-icon-192.png | Web app icon 192 | 192×192 · 5.5 kB | Download |
| app-icon-512.png | Web app icon 512 | 512×512 · 16.6 kB | Download |
| app-icon.svg | Application icon, rounded container | 96×96 (scalable) · 0.5 kB | Download |
| apple-touch-icon-180.png | Apple touch icon | 180×180 · 5.3 kB | Download |
| avatar-social-1024.png | Social/profile avatar | 1024×1024 · 36.0 kB | Download |
| avatar-social.svg | Social/profile avatar | 96×96 (scalable) · 0.5 kB | Download |
| avatar-square-dark-512.png | Square avatar, dark background | 512×512 · 11.0 kB | Download |
| avatar-square-dark.svg | Square avatar on approved dark background | 96×96 (scalable) · 0.4 kB | Download |
| favicon-16.png | Favicon 16px | 16×16 · 0.6 kB | Download |
| favicon-32.png | Favicon 32px | 32×32 · 0.9 kB | Download |
| favicon-48.png | Favicon 48px | 48×48 · 1.5 kB | Download |
| favicon.ico | Multi-size favicon (16/32/48) | 16/32/48 · 3.8 kB | Download |
| favicon.svg | Favicon source (compact mark on Deep Navy) | 96×96 (scalable) · 0.4 kB | Download |
Print and email (5 files)
| File | Purpose | Size | Download |
|---|---|---|---|
| email-logo-600.png | Email/header-safe raster logo | 600×150 · 9.8 kB | Download |
| email-logo.svg | Email/header-safe logo (light, opaque) | 520×130 (scalable) · 0.8 kB | Download |
| print-logo-3120.png | Print-ready raster logo (300+ dpi at 264mm) | 3120×780 · 58.5 kB | Download |
| print-logo.pdf | Print-ready vector PDF logo (A4-width safe) | 595×149 pt · 5.2 kB | Download |
| print-logo.svg | Print-safe logo, transparent, CMYK-mappable | 520×130 (scalable) · 0.8 kB | Download |
Every file is served from /images/brand/canonical/ and was generated from the same canonical geometry. SHA-256 checksums for all 50 files are recorded in the project's asset manifest.
11 · Project identity
Where this brand is published
- Display name
- Bobby Pricing
- Lovable slug
- bobbypricing
- Lovable URL
- https://bobbypricing.lovable.app
- Canonical domain
- https://bobbypricing.com
- Canonical www domain
- https://www.bobbypricing.com
- Lovable project ID
- f573183c-507c-495e-bf2a-ea7510ce8749
- Operator
- Toros Ricos OÜ
Bobby Pricing remains in private pilot. This brand foundation is canonical, but no pricing application, signup, checkout, subscription, credit balance or AI feature exists behind it.