# PulseIn brand guidelines

## The logo
The PulseIn mark is **Confluence**: two drops of cobalt Liquid Glass at the moment they join, with light running through the bridge between them. It comes from the app icon and is always used as supplied.

| Use | File |
|---|---|
| Most places | `logos/lockups/pulsein-lockup-horizontal-colour-on-light` |
| Dark backgrounds | `…-white-on-dark` |
| Square or tight spaces | `logos/lockups/pulsein-lockup-stacked-*` or the app icon |
| One-colour printing, embossing, fax | `…-mono-black` / `…-mono-white` |
| App listings, articles about the app | `logos/app-icon/rounded/` |

## Clear space
Keep clear space around the logo equal to **the height of the small drop** (about half the height of the mark) on every side. Nothing (text, edges, other logos) goes inside it.

## Minimum size
- Horizontal lockup: 24 px (screen) / 8 mm (print) tall.
- Stacked lockup: 48 px / 16 mm tall.
- Mark alone: 16 px / 6 mm. Below 32 px, prefer the app icon.
- App icon: 29 px or larger.

## Do
- Use the supplied files, scaled proportionally.
- Use the colour logo on white, paper or light grey, and the dark-ground version on near-black.
- On photographs, place the logo on a plain paper or ink plate.
- Use the single-colour versions when colour isn't available.

## Don't
- Recolour the drops, or redraw them.
- Stretch, squash, rotate or crop the mark.
- Add shadows, outlines, gradients, glows or other effects.
- Put the logo on busy photographs without a plate.
- Rearrange the mark and wordmark, or set "PulseIn" in another typeface.
- Use the brand cobalt outside the mark and the Pulse orb (no cobalt headlines, buttons or large fills).
- Use the subscribe burgundy for anything but the Subscribe button on a creator's profile.

## Naming
- **PulseIn**: one word, capital P, capital I.
- Never "Pulsein", "Pulse In", "Pulse-In", "PULSEIN" or "pulsein" (except in addresses such as pulsein.one).
- Feature names: Pulse Card, Pulse Out, PulseIn Pro. "Pulse Out" is two words.
- Possessive: PulseIn's.

## Colour
Monochrome ink and paper, like the app. Cobalt (#4169C8 light / #8AA8F0 dark) is the one brand colour and appears only in the mark and the Pulse orb. See `colors/`.

## Type
Poppins SemiBold or Bold for headlines and the wordmark; SF Pro (Apple's system font) for body text in the app. On the web, use the system UI font or Inter for body text. See `typography/`.

## Voice
Calm, plain and specific.
- Say what the app does, in people's words: "Share your card in a tap", "Remember how you met".
- No hype, superlatives or urgency ("revolutionary", "the best", "don't miss out").
- Make no claims we can't support. Privacy statements must match what the app does today.
- Use sentence case for headings and British or American spelling consistently within a piece.
- No streaks, countdowns or engagement bait in marketing either.

## Screenshots
Use the supplied screenshots as they are. They show fictional showcase accounts with painted portraits, never real people. Don't edit the content of a screenshot.