# Well brand rules

> The logo files, colour tokens, type scale and voice that Well publishes, in one plain-text file. Read it before you write about Well or place its logo.

Site: https://test.wellapp.ai

## Logo

Files:

- Wordmark, White logo: [SVG](https://test.wellapp.ai/brand/well-logo-white.svg), [PNG](https://test.wellapp.ai/brand/well-logo-white-1024.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-logo-white-1024.png. Shown on a dark surface (gray-900, #101010).
- Wordmark, Black logo: [SVG](https://test.wellapp.ai/brand/well-logo-black.svg), [PNG](https://test.wellapp.ai/brand/well-logo-black-1024.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-logo-black-1024.png. Shown on a light surface (white, #ffffff).
- Symbol, White symbol: [SVG](https://test.wellapp.ai/brand/well-symbol-white.svg), [PNG](https://test.wellapp.ai/brand/well-symbol-white-512.png), [PNG](https://test.wellapp.ai/brand/well-symbol-white-256.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-symbol-white-512.png. Shown on a dark surface (gray-900, #101010).
- Symbol, Black symbol: [SVG](https://test.wellapp.ai/brand/well-symbol-black.svg), [PNG](https://test.wellapp.ai/brand/well-symbol-black-512.png), [PNG](https://test.wellapp.ai/brand/well-symbol-black-256.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-symbol-black-512.png. Shown on a light surface (white, #ffffff).
- App icon, White icon: [SVG](https://test.wellapp.ai/brand/well-app-icon-light.svg), [PNG](https://test.wellapp.ai/brand/well-app-icon-light-512.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-app-icon-light-512.png. Shown on a dark surface (gray-900, #101010).
- App icon, Black icon: [SVG](https://test.wellapp.ai/brand/well-app-icon-dark.svg), [PNG](https://test.wellapp.ai/brand/well-app-icon-dark-512.png), permanent image URL https://assets.wellapp.ai/public/brand/v1/well-app-icon-dark-512.png. Shown on a light surface (white, #ffffff).

Everything in one archive (every logo, symbol and app icon in SVG, PNG and JPG at the common sizes, plus a favicon set): https://test.wellapp.ai/brand/well-brand-kit.zip

Rules:

- Media kit guidance: Portraits, logos and product clips. Use the logo on a surface that gives it contrast, and never redraw the symbol.
- To paste a logo or icon URL into another product, use an app icon tile: it carries a background, so the mark stays visible on any surface.
- App icon files are square. The consumer applies its own corner mask, so do not bake a rounded corner in.

## Colour tokens

Well is a dark grayscale. Hex values are the design tokens; alpha values are written as 8-digit hex.

Gray scale:

- white: #ededed. Not a white class. Presentational alias for the text-primary/bg-primary value.
- gray-100: #a0a0a0
- gray-200: #7e7e7e
- gray-300: #707070
- gray-400: #3e3e3e
- gray-500: #2e2e2e
- gray-600: #232323
- gray-700: #1c1c1c
- gray-800: #161616
- gray-900: #101010

Surfaces:

- surface-level-0: #161616. Product surface (page bg is gray-900)
- surface-level-1: #1c1c1c. Cards and panels
- surface-level-2: #232323. Nested surfaces, active tabs
- surface-level-3: #3e3e3e. Highest elevation
- surface-invert: #161616. Inverted contexts
- surface-inset: #141414. Recessed wells: input fields, code blocks

Text:

- text-primary: #ededed. Headlines and primary copy
- text-neutral: #d1d1d1. Body copy on dense surfaces
- text-secondary: #a0a0a0. Supporting copy
- text-tertiary: #8f8f8f. Labels and captions
- text-quaternary: #8a8a8a. Hints and metadata
- text-disabled: #3e3e3e. Disabled states
- text-accent: #ededed. Accent emphasis
- text-invert: #161616. Text on light surfaces

Status:

- Success (Positive outcomes: posted, reconciled, paid): text #4cc38a, background #2afebe11, border #47ffa69e
- Warning (Needs attention: pending review, partial states): text #f1a10d, background #fe730018, border #ffb625fa
- Danger (Errors, overdue items, destructive actions): text #ff6369, background #fe3a3d21, border #ff4f55e1
- Info (Syncing, in-progress and informational states. Icons and label pills may use it; controls, links and focus rings stay grayscale): text #52a9ff, background #1677fe22, border #0095fffa

Borders:

- border-solid: #2e2e2e. Hairlines on opaque surfaces
- border-low: #ffffff14. Default card border
- border-mid: #ffffff1a. Hover border
- border-strong: #ffffff3f. Emphasized border
- border-active: #ffffffeb. Focused or selected
- border-accent: #ffffffeb. Accent outline

Chart colours:

- chart-blue: #52a9ff. Primary data series line and fills. Data only, never chrome
- chart-amber: #dd9300. Secondary series and highlights
- chart-muted: #505050. Closes a donut as "Other"
- chart-spend-1: #5f6fff. Spend-mix ramp, step 1 (darkest)
- chart-spend-2: #5892ff. Spend-mix ramp, step 2
- chart-spend-3: #4bb3ff. Spend-mix ramp, step 3
- chart-spend-4: #8cc4ff. Spend-mix ramp, step 4
- chart-spend-5: #b0d9ff. Spend-mix ramp, step 5 (lightest)

## Type

Inter is the sole typeface across product and marketing. Size / line height, letter spacing and weight per step:

- display: 72px / 72px, letter spacing -0.04em, Medium (500). Bento stats and hero figures. Above the text scale.
- display-sm: 48px / 48px, letter spacing -0.035em, Medium (500). Smaller bento stats. Above the text scale.
- display-fluid: clamp(40px, 5vw, 72px) / 0.9615, letter spacing -0.045em, Medium (500). The home hero's headline. Grows with the window, from 40px to 72px.
- display-strip: clamp(min(40px, (100vw - 32px) / 9.6), 5vw, 72px) / 0.9615, letter spacing -0.045em, Medium (500). The home strip hero's headline. As display-fluid, smaller on a narrow phone so it keeps two lines.
- 5xl: 48px / 48px, letter spacing -0.033em, Medium (500). Largest step of the shared scale. Marketing pages stop at 4xl.
- 4xl: 36px / 40px, letter spacing -0.033em, Medium (500). Page titles, hero headlines. The top of the marketing scale.
- 3xl: 30px / 36px, letter spacing -0.033em, Medium (500). Section headers and subcopy pairs
- 2xl: 24px / 32px, letter spacing -0.025em, Medium (500). Card headers, dialog titles
- xl: 20px / 28px, letter spacing -0.02em, Medium (500). Subsection headings, feature labels
- row-head: 24px / 32px, letter spacing -0.025em, Regular (400). Section row heads beside body copy. Same size as 2xl at weight 400.
- lg: 18px / 28px, letter spacing 0em, Regular (400). Lead paragraphs, feature descriptions
- md: 16px / 24px, letter spacing 0em, Regular (400). Body text, paragraphs, descriptions
- sm: 14px / 20px, letter spacing 0em, Regular (400). Secondary text, metadata, table cells
- xs: 12px / 16px, letter spacing 0em, Regular (400). Captions, labels, footer links
- 2xs: 11px / 14px, letter spacing 0em, Regular (400). Small badges, dense layouts
- 3xs: 10px / 13px, letter spacing 0em, Regular (400). Chart ticks and tight metadata
- 4xs: 9px / 12px, letter spacing 0.02em, Regular (400). Smallest text, rare use

## Voice

Personality: Intelligent, reliable, efficient, modern, approachable. Like a brilliant operations person who just handles things without drama.

Dimensions:

- Formality: Professional-casual. Approachable, never stiff
- Confidence: Confident, not arrogant. State facts, skip superlatives
- Complexity: Technically credible, accessible. No jargon without context
- Warmth: Warm but professional. Friendly, never cute
- Brevity: Direct, no fluff. Lead with outcome, not feature

Tone pillars:

- Clear & benefit-oriented. What it does + what problem it solves. No jargon. Lead with the outcome the reader cares about.
- Tech-savvy but accessible. Modern, professional, no-BS. Written for builders. Technical concepts are welcomed but always grounded.
- Smart & structured. Concrete metaphors (bridge, rail, protocol). Never pretentious. Precision over poetry.
- Minimalist B2B. No hype. No forced emotion. Right message, right promise. Quiet confidence.

Style rules:

- Short sentences. Active voice.
- Show, don't tell. Lead with the outcome, not the feature.
- Use concrete numbers and examples over abstract claims.
- Sentence case everywhere: buttons, labels, headings, links.
- Only capitalize the first word and proper nouns.

Words to use: autopilot, automatic, real-time, visibility, clarity, connected, AI-native, extract, route, enrich, workspace.

Words to avoid: revolutionary, disruptive, synergy, leverage, blockchain, crypto, fintech, game-changer, cutting-edge, seamless.

Writing that reads as machine-generated, to avoid:

- Em dashes (—)
- Furthermore, Moreover, Additionally
- delve, harness, leverage, foster
- In today's fast-paced landscape…
- streamline, optimize, and revolutionize
- best-in-class, world-class, unparalleled
- Not just X, but Y

Write this way instead:

- Commas, periods, or colons
- Start with the point
- use, build, grow, support
- Say what it actually does
- Pick one accurate verb
- Use a specific number or fact
- State the positive directly

Headline pairs (avoid the first line, write the second):

- Avoid: "Upload and extract invoices". Write: "Your invoices handle themselves".
- Avoid: "Integrate your tools". Write: "Give your AI agent access to your entire business".
- Avoid: "Manage your data". Write: "Your business runs itself".
- Avoid: "Financial operations platform". Write: "Conversational financial intelligence".
- Avoid: "Connect your bank". Write: "Talk to your money".

## Describing Well

The sentence: Well is the assistant founders can rely on for the long run: they text it on WhatsApp, it anticipates what they need and handles their side quests by the rules of their company, in their name and with their yes.

Short forms:

- Headlines: The assistant founders can rely on, inside WhatsApp
- Positioning: The assistant founders can rely on for the long run
- Tagline: Sharper founders, side quests handled
- Social: Attention is a founder's scarcest resource. Well protects it.
- Product: System 1 answers. System 2 makes it last.

Boilerplate, for the foot of an article or a release: Well is the assistant founders and small-business owners can rely on for the long run. Founders text it on WhatsApp, and it handles their side quests by the rules of their company: it sorts what needs a decision, prepares meetings, issues invoices that follow local rules, and prepares the books, VAT and URSSAF declarations on validated data. Each company has its own isolated workspace, and nothing that moves money or speaks for the founder goes out without their approval. Founded in 2025 in Paris, Well is based at Station F and raised a $4M pre-seed round led by Speedinvest.

Vocabulary:

- System 1, System 2: System 1 is the immediate answer and the everyday errand. System 2 is the depth behind it: the company's procedures, local regulation and existing tools, so each action still holds later.
- One workspace per company: Each company the founder runs has its own data, connectors and memory. Bringing several together is the founder's explicit choice.
- Remote control: Well acts on the web through its Chrome extension, on the founder's own computer and in the sessions already open. Credentials stay on the machine.
- One numbered reply: Anything that moves money or speaks for the founder waits for their reply. Reading, sorting and preparing need no approval.

## Where this comes from

- [Design system](https://test.wellapp.ai/design/): the same logo, colour, type and voice data, rendered
- [Media kit](https://test.wellapp.ai/media-kit/): press copy, portraits and product clips
- [This file](https://test.wellapp.ai/brand.md): plain text, for an assistant to read