Brand guidelines · v0.1 · Sep 2026
elsafire.com brand
The identity system for elsafire.com — logo, colour, type and stationery, and how to use them together.
Logo
The wordmark is the primary logo. Use the monogram where space is tight — app icons, avatars and favicons.
Clear space: keep at least the height of the “e” free on every side of the logo.
Colour
A deliberate palette: the primary carries the brand, the accent is for emphasis — use it sparingly.
#5B2A86RGB 91, 42, 134#3A1A57RGB 58, 26, 87#FFB703RGB 255, 183, 3#1C1030RGB 28, 16, 48#F5F1F8RGB 245, 241, 248Typography
Three faces, each with one job. All are free to use from Google Fonts.
Display · Space Grotesk
Headlines and the wordmark
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Text · Inter
Body copy and interface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Mono · IBM Plex Mono
Labels, data and code
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Type scale
H1 · 56pxPress play on something new.H2 · 36pxPress play on something new.H3 · 24pxPress play on something new.Body · 17pxPress play on something new.Caption · 13pxPress play on something new.Logo usage
A few rules keep the brand recognisable everywhere it appears.
Stationery
Business cards, letterhead and email signature.
hello@elsafire.com
www.elsafire.com
Founding Team
elsafire.com
hello@elsafire.com · www.elsafire.com
www.elsafire.com
Explorations
Alternative wordmark directions considered for elsafire.com. Each downloads as SVG.
Social
Profile picture, cover image and the link preview that appears when the site is shared.