Brand guidelines
v1.0 · 2026-07-05
The calm layer over family life. Vera reads the noise so a parent doesn't have to — and surfaces only what matters today.
The brief
Danish family life runs through a flood of school and family messages. Vera is the quiet intelligence on top of it — trust-first, Danish, and calm by design.
A consumer assistant that reads a family's channels — Aula first — and delivers a short daily digest of only what needs action.
Danish parents carrying the mental load — mothers first. Time-poor, price-sensitive, and rightly protective of their children's data.
Aula overwhelms. The pain is triage, not access — too much, too often, no way to see what actually matters.
Ro i maven. Vera removes noise and hands back attention. Fewer notifications, not more. Calm you can feel by the end of week one.
The name
Vera means true (Latin vērus) and faith / trust (Slavic vera) — both from the same ancient root for trustworthy. For a product entrusted with a family's messages and a child's day, the name does the first job of the brand before a word is read. It's also simply human: a name you'd greet. "Hej Vera."
The logo
The mark is a cupped valley holding a rising honey sun — calm, morning, a gentle guardian. It doubles as the letter V, so the mark is the first letter of the wordmark. One glyph, both jobs.
Clear space — keep a margin equal to the width of the sun-dot on all four sides. Nothing intrudes.
Minimum size — the mark never renders below 16px; the wordmark never below 80px wide. Below that, use the mark alone.
Colour · "Stille morgen"
Petrol carries the trust and does the work; honey is the single warm moment — a sun, an underline, one number — never a wall. Everything rests on warm paper, never clinical white.
The balance — paper and oat hold ~80% of any surface, petrol speaks, honey accents. If honey fills more than a sliver, pull it back.
Typography
The serif is Vera's voice — human, literary, calm. The sans stays out of the way for interface text. Mono handles labels and data, so the product reads precise where precision matters.
Voice & tone
"You have 14 new notifications! Don't miss out — tap to see everything happening in your child's classroom today!!"
"Two things this week. Photo day Friday, permission slip due Wednesday. Nothing else needs you."
In use
Petrol ground, cream type, one honey mark per line, the serif greeting, the mark top-right. The digest is the product and the brand at once — calm, Danish, trustworthy. Fewer words than the messages it replaced.
Copy stays in Danish, plain and kind: names the child, states the action, gives the deadline, then goes quiet.
Vera — brand guidelines v1.0 · 2026-07-05 · logo and product shown as live SVG/HTML sketches; final vector artwork and licensed typefaces to follow · direction: Sunrise mark, Matched fusion, petrol + honey, hejvera.dk.