Brand guide
Meant is dating for people who mean it. The brand should feel warm, confident and unhurried: generous space, one clear voice, nothing shouting.
LogoA lowercase wordmark that ends in a full stop. The orchid dot is the signature: it says the decision is made.
On paper
On night
App iconUse it wellKeep clear space equal to the height of the “m” on every side. Minimum width 72 px on screen, 18 mm in print. Ink or white only, with the dot in orchid (or champagne on dark). Never stretch, outline, recolour the letters or move the dot.
ColourNight & Champagne. Plum carries the one action that matters in light mode; champagne does it at night and marks rare, premium moments. Orchid is the spark.
Plum
#5A2D82Primary buttons in light mode. White text 9.9:1Champagne
#E6C79CPrimary on dark, perfect picks, stars. Ink text 11.4:1Orchid
#9A5BD3The dot, hearts, highlights. Icons and large text onlyNight
#100C16Dark backgrounds, zodiac, matchesInk
#17121EText in light mode. 17:1 on paperPaper
#FAF8F7Light backgrounds. Never pure whiteMuted
#6C6575Captions and meta. 5.3:1 on paperGlow
radial onlyOrchid and champagne light behind content, never behind textTypeInstrument Serif for moments that should feel human. Figtree for everything you read or tap.
Display · Instrument Serif 400 · −0.03emDating for people who mean it.
Large title · Figtree 700 · 34/1.1Weekly picks
Title · Figtree 700 · 24/1.2You’re all caught up
Headline · Figtree 600 · 17/1.3Send Thandi a message
Body · Figtree 400 · 15/1.5Verified professionals, clear intentions and a little help from the stars. Short sentences, active voice.
Caption · Figtree 600 · 13/1.35You are both free Thursday after 7
Profile presetsMembers choose Modern (Figtree), Classic (Instrument Serif), Editorial (Fraunces) or Grotesk (Bricolage Grotesque), with one of seven tested accent colours.
ShapeSoft corners, one family. Buttons and tags are pills; photos and cards get the big radii.
12 · inputs, tiles
16 · cards, lists
22 · photos, sheets
Pill · buttons, tags
MotionThings move like they have weight: quick to respond, soft to land. Hover here to play the curves.
Enter · 450 ms
cubic-bezier(.22, 1, .36, 1)
cubic-bezier(.22, 1, .36, 1)
Screens and sheets · 450 ms
cubic-bezier(.32, .72, 0, 1)
cubic-bezier(.32, .72, 0, 1)
Press release · 380 ms
cubic-bezier(.34, 1.45, .64, 1)
cubic-bezier(.34, 1.45, .64, 1)
Taps scale to 0.97 in 80 ms. Exits take 150–250 ms. Only transform and opacity animate. Cards follow the finger 1:1 and spring back. Reduced-motion settings switch all of this off.
VoiceWarm, direct, a little dry. Like a friend who is good at their job.
Write like this“Dating for people who mean it.”
“You are both free Thursday after 7.”
“That email looks incomplete. Check it and try again.”
“You are both free Thursday after 7.”
“That email looks incomplete. Check it and try again.”
Not like this“Unleash your love life!”
“Seamless, next-gen matchmaking.”
“Oops! Something went wrong.”
“Seamless, next-gen matchmaking.”
“Oops! Something went wrong.”
