BuildWhat Brand | Design System & Guidelines

Brand System

Visual and voice standards

Define visual tone, copy voice, and usage boundaries for consistency.

Back to home View changelog

Principles

All pages and copy should follow these principles.

Clarity first

Serve decisions, reduce noise, highlight key actions.

Consistent and scalable

Shared tokens and component rules keep long-term evolution consistent.

Recognizable

Establish visual identity and avoid templated SaaS look.

Voice

Unified language style to reduce communication cost.

Lead with the outcome, then explain rationale
Avoid fluff; provide actionable details
Call out constraints and risks
Use consistent terminology

Palette

Primary and neutral colors convey actions, hierarchy, and state.

Primary

Accent

Secondary

Muted

Do

Use the primary brand color for primary actions
Prioritize readability and hierarchy
Use consistent feedback styles for key flows

Don't

Overuse high-saturation colors
Mix multiple visual languages in one screen
Replace product value with engineering jargon

Need brand assets and docs?

Later we can add brand assets, component docs, and design reviews.

Open Workspace

Brand standards are maintained by product, design, and engineering.