Brand guidelines · v1 · Aug 2026
The living brand book
Every journey finds its way.
tullia routes B2B SaaS marketing along living, self-improving journeys. The brand is light, editorial, and always quietly in motion.
01
The mark
A portrait, not an icon
A single-weight line drawing of a head in profile, crowned by a tulip, the idea taking root. It is always ink on light. Clear space equals one tulip-height on every side.
The waypoint
In the wordmark, the dot of the “i” is replaced by the waypoint, a tulip-violet point of progress. It is the only place colour touches the logotype. Never fill, recolour, outline, or mirror the mark.
02
Colour
Near-monochrome by default: ink on paper, twelve grey steps for structure. Tulip violet is punctuation, never paragraph. It should touch at most 5% of any screen. The petal (a500) is the brand moment: the waypoint, loaders, journey lines. Violet that must be read (links, focus, hover) sits one step deeper at a600.
03
Typography
Aa
Newsreader · display
Turn one goal into a working journey, beautifully.
Headlines and display moments, 20px and up, weight 400–500. Italic is reserved for the single emphasised phrase.
Aa
Instrument Sans · interface
Labels, body, data, and every working surface. 12–16px, weights 400–650, tabular numerals for metrics.
04
Motion
Motion is wayfinding. Things do not bounce, spin, or celebrate. They travel along paths, settle with 150ms ease-out, and ambient loops stay slow and peripheral. Every animation respects reduced-motion preferences.
The waypoint loader: spec A2
The travelling waypoint: hero & empty states
05
Voice
Calm, precise, and a little botanical. We say what the data says: nothing blooms overnight.