Brand Overview

Guidelines for presenting Amply consistently across all touchpoints.

Core Principle

Amply's visual identity reflects its mission: clarity through transparency. Every design choice serves readability, accessibility, and trust.

Brand Elements

Typography

Lexend is our primary typeface—chosen for its accessibility benefits and clean aesthetic.

• Headlines: Thin/ExtraLight weights for a light, modern feel
• Body: Regular weight for comfortable reading
• Brand name: Black weight as our wordmark

→ Typography Guide

The Wordmark

Amply in Lexend Black (900) serves as our text logo. Simple, bold, recognizable.

→ Logo Usage Guidelines (visual reference)

Colors

Color	Hex	Usage
Amply Teal	#05668D	Primary, wordmark, text
Amply Coral	#F98152	Secondary, CTAs, accents
Amply Dark	#044a66	Hover states, depth
Amply Light	#e8f4f8	Backgrounds, fills

• Teal conveys trust and clarity (WCAG AA: 6.4:1 on white)
• Coral adds warmth and energy—use for buttons, highlights, icons (not body text)

Voice & Tone

Documentation coming

Design Principles

1. Accessible by default — Every choice considers all users
2. Clarity over decoration — Functional, not ornamental
3. Consistent, not rigid — Guidelines enable, not constrain
4. Trust through transparency — Visual honesty matches operational honesty

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In this section:

• Typography
• Logo Guidelines