Happy Sasquatch Brand Guidelines
This document provides an overview of the Happy Sasquatch visual identity and brand guidelines. Use these standards to maintain consistency across all documentation and digital products.
Brand Personality
Happy Sasquatch embodies a modern yet approachable aesthetic that balances professionalism with playful touches. Our design language communicates:
- Warmth: Through our cream base colors and natural palette
- Trust: Via consistent, professional typography and spacing
- Friendliness: With rounded corners, generous whitespace, and approachable imagery
- Clarity: Through clear hierarchy and purposeful design decisions
Visual Identity Summary
| Element | Primary Value | Description |
|---|---|---|
| Primary Color | #2a9d90 | Teal - Main brand color for CTAs, links, key UI elements |
| Accent Color | #E36E4A | Coral-orange - Highlights, warnings, attention-grabbing elements |
| Secondary Color | #93A08D | Sage green - Supporting elements, subtle accents |
| Base Color | #F9F6F0 | Warm cream - Backgrounds, creates approachable feel |
| Primary Font | Mona Sans | Variable weight 200-900, used throughout |
| Heading Font | Uxum | Weight 800, used on main website |
Design Principles
1. Generous Whitespace
Allow content to breathe with ample spacing between elements. Crowded layouts diminish readability and the sense of quality.
2. Clear Typography Hierarchy
Use the established type scale consistently. Headings should guide readers through content logically.
3. Purposeful Color Usage
Each color in our palette has a specific purpose:
- Primary teal for interactive elements and emphasis
- Accent coral sparingly for important callouts
- Neutral charcoal for body text
- Supporting greens for backgrounds and decorative elements
4. Rounded & Friendly
Favor rounded corners (5px default, pill shapes for buttons) over sharp edges. This reinforces our approachable brand personality.
5. Subtle Depth
Use shadows thoughtfully to create visual hierarchy without harsh contrasts.
Quick Reference Links
- Color System - Complete color palette and usage guidelines
- Typography - Font specifications and type scale
- Spacing - Spacing system and layout guidelines
- Components - Button styles, cards, and UI patterns
Logo Usage
When using the Happy Sasquatch logo:
- Maintain minimum clear space around the logo
- Do not distort, rotate, or alter logo proportions
- Use appropriate color variants for light/dark backgrounds
- Ensure sufficient contrast between logo and background
Brand Voice
Our documentation should be:
- Clear: Write in plain language, avoid jargon where possible
- Helpful: Anticipate user needs and provide context
- Concise: Respect the reader's time, get to the point
- Friendly: Professional but not stiff, approachable but not casual