HOREF LABS

Horef Labs · Brand guidelines · v1 · October 2026

Brand

Blue, calm and exact: the identity of an independent developer whose apps show clear information and say where it comes from.

Idea

Thoughtful tools. Clear information. Every product states its status, its data sources and the limits of what it shows. The brand follows the same rule: few colours, system type, no decoration that does not carry meaning.

Logo

The mark is the letter H whose crossbar is a wave — Horef, and the sea where the work happens. The wordmark is HOREF LABS in heavy capitals with wide tracking (0.15 em).

Horef Labs logo on white
Horef Labs logo on navy
Horef Labs mark on blue
  • Clear space around the mark: at least ¼ of its height.
  • Minimum size: mark 16 px (favicon), lockup 120 px wide.
  • Use the blue mark on light backgrounds, the navy mark on photos or blue, the one-colour mark for stamps, PDFs and engravings.
  • Do not recolour the wave, stretch, rotate, outline or add shadows to the mark.

Files: mark.svg · mark-navy.svg · mark-mono.svg · lockup.svg · lockup-white.svg · og.png (1200 × 630). The SVG lockups use the system font; outline the text before sending them to print.

Colour

Blue carries the brand: Horef Blue for actions and the logo, Deep Navy for text and dark panels, Cyan only as an accent. Sand is reserved for the “in development” status. Product icons keep their own colours.

Deep Navy#0A1A3A
Text, dark surfaces, hero panels
Horef Blue#1A4FC4
Primary: logo, buttons, links (white text 7.1 : 1)
Signal Blue#3D7BFF
Graphics and charts on navy
Sky#6EA0FF
Links and buttons in dark mode
Cyan#2FD3F0
Wave in the mark, focus ring, highlights
Mist#DCE7FB
Tags, quiet fills
Ice#F4F7FC
Page background
Slate#4A5A78
Secondary text (6.5 : 1 on Ice)
Line#D6E0F0
Borders, dividers
Sand#F6E4B0
Status “in development” only, with #5E3F00 text

All text pairs meet WCAG AA (4.5 : 1). The site switches to a navy dark theme with Sky as the accent when the device uses Dark Mode.

Typography

System font: SF Pro on Apple devices, Segoe UI / Roboto elsewhere — no web fonts, no third-party requests. Code and numbers in tables: SF Mono / Menlo.

RoleSizeWeightTracking
Display (H1)42–76 px750−0.05 em
Heading (H2)32 px700−0.03 em
Body16 px / 1.654000
Eyebrow / tag10–11 px, capitals700–750+0.09…0.16 em

Interface

Primary actionSecondaryEngineering · WebIn developmentText link →

Cards: 20 px radius, 1 px Line border, white surface. Hero panels: Deep Navy, 32 px radius. Buttons: pill shape. Focus ring: 3 px Cyan.

Voice

  • Short, factual sentences. Say what the app does, then where the data comes from.
  • Label status honestly: “In development”, “Sign-in required”. No promises of availability.
  • Safety and official sources come first; never imply that missing data means safe.
  • English on the site; app content in English, Russian and Hebrew where the product supports it.

Domains

  • horef.app — apps for iPhone, Apple Watch and Mac, support and privacy.
  • web.horef.app — catalogue of web apps.
  • support@horef.app — single support contact.