Filo Identity Guideline
Client - Filo App
Location - Gurugram, India
Visual Identity design for an online learning app that connects students with India’s top 1% tutors in
just 60 seconds 24x7.
Color Palette
*Throughout our communication, we keep our visuals tailored to the core audience— blue for educator-centric and Orange for learner-centric messaging according to color psychology.
*We complement our brand colors with neutrals and an extensive palette of
bright solid and gradient colors.
Using the Identity
Right-aligned: The logo should ideally be at the Bottom-Left corner in general creatives.
Don't
Left/Right-aligned: The identity lockup is anchored to the top-Right corner of our App. Use sparingly in any
other instances.
Typography
Open sans light
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 !@£$%^&*()?{}:/
OPEN SANS. 5 WEIGHTS.
Open sans bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn
Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1234567890 !@£$%^&*()?{}:/
Open Sans is a free, open-source typeface available on Google Fonts. The font family is available in five weights and it was designed with an upright stress, open forms, and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.
*By consistently tying typographic styles to appropriate functions on our platform, we create a clear visual pattern to
follow for users to interact with us.
Typographic Guidelines
Flush Left-
When in doubt, set your type flush left rag right. Why?
In Western culture, people read from top to bottom, left to right. By justifying type
left, the eye is able to find the edge and read the copy much more easily. Avoid
indenting the first line of a paragraph for this reason.
Double Point Size-
A good rule of thumb when changing point sizes is to double or half the point size you are using. For example, if you are using 30 pt. type for the headline, use 15 pt. type for the body copy. For other uses try 3x or 4x the point size for something more dramatic.
2x 4x
Skip A Weight-
Go from light to bold, or from medium to extra bold when changing font weights. The key to great design is contrast. Slight changes in weight change make it harder for the audience to notice the difference. Try mixing bold for the headline and light for the body copy for greater contrast.
Light/Bold
Don't
Illustrations
Illustrations are powerful communication tools, but only if you have something to say. Our style will be inspired by the simplicity and the shapes of our visual identity. When it is simply ornamental, illustration can easily become overwhelming or distracting. Ensure that the illustrations complement the messaging wherever used. Inspired by our visual identity, which is made out of simple circles, our illustration style can also be geometric. The illustrations are created with wholes, halves, and quarters of basic shapes.
*We can use Minimal, trendy illustrations for our product until we find the illustration style more appropriate to our brand.
Social media
