AppBacked Brand Kit

01 The idea

One shape, two meanings.

The mark is the business model drawn as simply as possible. It survives a 16px favicon and a billboard.

The appAn iOS-style squircle in ink. It stands for the developer's product, always in front.
The coinA coin rising behind the top-right corner. It is the backing: capital that supports the app without taking its place.
The badgeA circle on an app's top-right corner is also the notification badge everyone taps. Attention, by design.
The gapA clean cut separates app and coin. We stand behind you; we don't merge with you. Ownership stays yours.

02 Logo system

Lockups.

Lowercase wordmark set in Funnel Display ExtraBold, outlined. The coin takes the field's contrast color: blue on light, white on blue.

Primary · on lightSVG

On Backed BlueSVG

On InkSVG

StackedSVG

MarkSVG

App icon · faviconPNG

Mark on blueSVG

One colorSVG

WordmarkSVG

Do

Clear space around the logo equals the coin's radius.
Minimum size: mark 16px, lockup 96px wide.
Put the coin in the field's contrast color.
Use the outlined files. Never retype the wordmark.

Don't

Recolor the coin lime or gradient it.
Rotate, outline, add shadows or glow to the flat mark.
Move the coin to another corner or close the gap.
Put the ink app on a dark field. Use the on-ink version.

03 Color

Flat fields, no glow.

Large flat areas of Backed Blue, Ink and Bone, with grain instead of gradients. Signal lime is a highlighter, not a color scheme.

Backed Blue

#2230E6
RGB 34 48 230
Deep #141C9E

Hero fields, money figures, primary brand moments.

Ink

#0D0D12
RGB 13 13 18

The app tile, type, dark sections, footer.

Bone

#F3EFE7
Paper #FBFAF6

Reading surfaces, documents, forms.

Signal

#D9FF3D
RGB 217 255 61

Primary buttons, "approved" and "done" states. Nothing else.

Roughly 45 blue · 30 bone · 20 ink · 5 signalWhite text on blue: 8:1 · Ink on lime: 17:1

04 Type

Wide, then plain.

Funnel Display was drawn for a growth company: look at the cut terminals on s, e and p. Funnel Sans reads, IBM Plex Mono counts.

Display
Funnel Display 800
Tracking −3.5%

We spend. You grow.

Body
Funnel Sans 400–600

We put our own money and growth team behind your app. Today's revenue stays 100% yours. We share only what we add, 50/50, for 24 months.

Numbers & labels
IBM Plex Mono 500
Tabular, uppercase labels

Your extra by month 24

$69,360

Big money
Funnel Display 800
Tabular figures

$48,000

05 The mark in 3D

Product shots, not glow.

A glossy ceramic app tile and a coin with a raised rim, lit like a studio product shot. On the site the tile flips to show the visitor's own app icon.