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
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
- Accessible by default — Every choice considers all users
- Clarity over decoration — Functional, not ornamental
- Consistent, not rigid — Guidelines enable, not constrain
- Trust through transparency — Visual honesty matches operational honesty
In this section: