Brand

Before the tokens and the components, there is a personality. text+ is a warm, honest alternative in a category that usually is not. Everything further down the system answers to that: which colours are allowed to speak and which stay quiet, how the type behaves, what the illustrations are for, the words we use when something goes wrong. None of it is decoration and none of it is arbitrary. This is where it starts.

Personality

Three pillars, each with its shape.

Transparency

We speak simply and inclusively, never grandiloquent. A brand seen as sincere is trusted, and that trust builds a real, lasting connection.

Friendly

Empathy, closeness, warmth. An alternative for people who can’t afford high costs, or would rather not hand over all of their data.

Social

The need to connect. We give people a voice and free them from outdated contracts. Accessible, affordable, on their side.

How the system reflects it

• Warmth is built in: the ground is cream, not white; yellow carries action; the palette softens with blue and teal.
• Green earns its meaning: we gave it space so it works as a signal, not a wash. See Colour as signage.
• The human hand shows: illustrations are drawn by hand, imperfect on purpose, to keep the product close and honest.
• We sound the way we look: plain, warm, honest. That’s Voice & tone.

In this section

• Logo & wordmark: the text+ mark and how to place it.
• Illustrations: the hand-drawn set, light and dark.
• App icons: the application marks (squircle, circle).
• Voice & tone: how the brand speaks (deferred).