Brand guidelines
Green is the money.
Orange is the flag.
INKPAY has one primary color and one accent, and the distance between them is the whole identity. Green carries the product. Orange appears once, planted like a flag. Everything here is what we use ourselves. Tap any value to copy it.
Logo
One wordmark, one color, one way to use it. It is the only place ember appears by default.
Clear space
On every side, at least the height of the wordmark itself. Nothing crosses the line, nothing sits inside it.
Minimum size
Never below 24px tall on screen. The Y is drawn with angular arms, and under that size it starts to read as a K.
What not to do
Color
Three colors carry the identity. Everything else is a state, a highlight, or a shade of ink.
The three
rgb 0 230 118
INKPAY Green
The color of the product: growth, live moments, every primary signal. When in doubt, it's green.
rgb 255 139 31
Ember Orange
The wordmark, and the one primary action on a surface. Like the flag in the astronaut's hand: planted once, never a field.
rgb 6 8 11
Night
The ground everything sits on. Almost black, and quiet, because it is the stage that makes the green read.
The mix
Mostly Night. Green where it matters. A little ink. And one stripe of orange, which is the flag and not the field. If a surface is more than a tenth orange, it has stopped being INKPAY.
Supporting
States and highlights. Never a substitute for the primary.
Green Glow
Highlight
92 255 159
Ember Glow
Hover
255 171 64
Ember Deep
Pressed
224 115 0
Neutrals
Text and surfaces, from headings down to hairlines on Night.
White
Headings
255 255 255
Ink 200
Bright copy
210 210 222
Ink 300
Body copy
173 173 192
Ink 400
Muted
139 139 158
Ink 700
Borders
38 38 51
Ink 900
Surfaces
16 16 22
Contrast
Measured, not estimated. These ratios are computed from the values above, so they move if the colors do.
- AaWhite on NightHeadings20.1:1AAA
- AaInk 300 on NightBody copy9.1:1AAA
- AaInk 400 on NightMuted labels, 14px and up6.0:1AA
- AaGreen on NightLive signals, eyebrows12.0:1AAA
- AaNight on GreenText on green12.0:1AAA
- AaNight on EmberThe primary button8.6:1AAA
Typography
Three faces, each with one job. Display type is tight and quiet; it never shouts in bold or capitals.
Aa
Display
Inter Tight
Headlines. Weight 500, tracked tight.
Aa
Body
Inter
Everything you read. Paragraphs, labels, buttons.
Aa
Mono
JetBrains Mono
INK IDs, figures, micro labels. Never paragraphs.
The scale
Display 1
Inter Tight 500 · 54 to 96px · tracking −4.5%
- Own the Money
Display 2
Inter Tight 500 · 30 to 48px · tracking −3%
- The network comes first.
Heading
Inter Tight 500 · 20 to 24px
- Built to reward real activity.
Body
Inter 400 · 16 to 18px · line height 1.625
- A new kind of pay app and rewards network. Claim your INK ID, build your community, and real activity can earn you eligible rewards.
Small
Inter 400 · 14px
- Claimed once, free, yours while your account is in good standing
Micro
JetBrains Mono 400 · 11px · uppercase · tracking +22%
- Invite only · Now reserving INK IDs
Handle
JetBrains Mono 400 · always lowercase
- @yourinkid
Voice
We write the way the product works: plainly, and without promising what has not happened yet.
Plain.
Written so an eighth grader follows it on the first read. If a sentence needs a second read, it gets rewritten, not explained.
Concrete.
Say what the thing does, not what it is like. Numbers over adjectives. One idea per sentence.
Honest about time.
Card, payment, and reward features are planned, so we say planned. Renders are concept previews, so we label them.
Vocabulary
| Say | Not | Why |
|---|---|---|
| INK ID | username, handle, your name | One term for the identity, never varied. |
| Members | users | People join INKPAY. They don't use it. |
| Direct connections, Viral connections | reach, followers, 2nd degree | These are the two metrics. Nothing else gets a name. |
| Your world | your audience, your list | The people around you, not a number you own. |
| Can earn eligible rewards | earns, makes, will get | Rewards follow eligible activity. We never promise an outcome. |
| Own the Money | any other tagline | One line. Capital M. |
One claim, stated one way
Claimed once, free, yours while your account is in good standing
This is how the INK ID is described everywhere: the site, the app, the film, and anything you make. Not shortened, not improved, not promised for longer than it is.
Imagery
The product, lit once, on Night. Real objects and real moments, never illustrations and never stock people.
Concept render
Concept render
Concept render- One light source
- Hard, from one side, so surfaces have a near edge and a far edge. No ambient glow, no haze, no lens flare.
- Green is the light
- It is what the light finds on a surface, not a color painted onto one. Orange never appears in imagery.
- Objects over scenes
- The card, the phone, a hand. Cropped close, on Night, with room around it.
- Label the future
- Every render of a card or a payment is a concept preview and says so on the image, not just under it.
In use
The rules, applied. Ember marks the one action on a surface. Everything else is green on Night.
Actions
One ember button per surface. The second action is glass, never a second color.
The claim
The INK ID is always mono and always lowercase, with the @ in ink so the name is what you read.
A live signal
Green means something is happening now: a live count, a confirmed claim, a connection made. It is never decoration.
Sharing INKPAY as a creator
Promote with your link, paid ads included, under three terms.
- Use this palette exactly. The values on this page, nothing else.
- State clearly that you are an independent INKPAY member, not an employee or representative.
- Never pay anyone to sign up. It ends your participation in the program.
Downloads
INKPAY Green #00E676 rgb(0, 230, 118) Ember Orange #FF8B1F rgb(255, 139, 31) Night #06080B rgb(6, 8, 11) Green Glow #5CFF9F rgb(92, 255, 159) Ember Glow #FFAB40 rgb(255, 171, 64) Ember Deep #E07300 rgb(224, 115, 0) White #FFFFFF rgb(255, 255, 255) Ink 200 #D2D2DE rgb(210, 210, 222) Ink 300 #ADADC0 rgb(173, 173, 192) Ink 400 #8B8B9E rgb(139, 139, 158) Ink 700 #262633 rgb(38, 38, 51) Ink 900 #101016 rgb(16, 16, 22)
INKPAY and the INKPAY wordmark are property of INK Hold Co. Card, payment, and reward features are planned and subject to partner approval. Rewards depend on eligible, verified activity and program rules. No earnings are guaranteed.