Brand
Guidelines
Visual identity & usage standards
Overview
The BudgieBase logo
The logo combines a budgerigar perched on a connected home icon. The bird represents the user and their animals; the house with wifi signal represents automation and control. Together they communicate the product's core promise: smart, approachable home automation for bird breeders.
Approved uses
On white - preferred
On brand background
On dark background
Clearspace
Always maintain a minimum clearspace equal to the height of the "B" in BudgieBase around the entire logo. No other elements, text or edges should enter this zone.
min. clearspace
min. clearspace
min.
min.
Philosophy
Rooted in nature, clear in purpose
The BudgieBase colour palette is inspired by the natural environment of bird aviaries: deep forest greens, fresh foliage, and clean white space. The palette is intentionally restrained. Green carries all the brand weight; white and off-white provide breathing room. The result feels trustworthy and approachable without being corporate.
Primary palette
Forest
#1A3D2B
C57 M0 Y30 K76
Headlines, logo, dark UI
Meadow
#3A7D56
C54 M0 Y31 K51
Buttons, links, accents
Sage
#7DC4A0
C36 M0 Y18 K23
Secondary accents, icons
Mist
#F0FAF4
C4 M0 Y2 K2
Card backgrounds, fills
White
#FFFFFF
C0 M0 Y0 K0
Page background
Supporting colours
Ink
#1A1A1A
C0 M0 Y0 K90
Body text, UI labels
Moss
#4A6358
C25 M0 Y11 K61
Secondary text, captions
Dew
#E8F5EE
C5 M0 Y3 K4
Success states
Alert
#D94040
C0 M71 Y71 K15
Errors and warnings only
Pebble
#DDE8E1
C5 M0 Y3 K9
Borders, dividers
Colour combinations
Approved combinations
Forest on White
Meadow on White
White on Forest
White on Meadow
Forest on Mist
Ink on White or Mist
Avoid
Sage on White - low contrast
Meadow on Forest - too similar
Alert as a brand colour
More than 2 green tones at once
Colours outside this palette
Gradients between brand colours
Philosophy
Friendly, readable, unpretentious
BudgieBase is used by bird breeders, not designers or engineers. The typography needs to be warm and approachable, work at small sizes on a physical LCD as well as on a website, and never feel corporate or cold. Nunito and Nunito Sans share the same rounded character forms, creating a coherent family across headings and body text.
Type specimen
Smart automation
for bird breeders.
Temperature, humidity and lighting - automated.
BudgieBase connects your aviary to a simple control unit. Set schedules, monitor conditions, and let your plugs do the rest. No app required, no internet needed.
Setup guide · Version 1.0
Typefaces
Nunito
Display and headings
Display 36-48px Bold 700
H1 28-32px Bold 700
H2 20-24px Semibold 600
H3 16-18px Semibold 600
Nunito Sans
Body and UI text
Body 14-16px Regular 400
Small 12-13px Regular 400
Label 11px Semibold 600
Caption 10-11px Regular 400
Typography rules
Do
Use Nunito for all headings
Use Nunito Sans for body text
Left-align body text
Use sentence case for headings
Maintain a clear visual hierarchy
Line height 1.5 or above for body
Don't
Mix in other typefaces
Use all caps except for labels
Use light (300) weight at small sizes
Justify body text
Use italic for interface text
Use more than 2 type sizes per screen
Brand personality
How BudgieBase communicates
BudgieBase speaks to people who care deeply about their birds but are not necessarily technical. The tone is calm, direct and practical. It never talks down to the user and never oversells. It explains what the product does, not what it is.
Tone attributes
We are
Clear and direct
Practical and grounded
Warm but not informal
Confident without being boastful
Focused on the user's animals
We are not
Technical or jargon-heavy
Overly enthusiastic or salesy
Patronising or oversimplifying
Vague or abstract
Focused on technology for its own sake
Writing examples
Avoid
"Leverage our cutting-edge ESP-NOW wireless protocol to seamlessly automate your aviculture environment."
Preferred
"Connect your plugs once. BudgieBase handles the rest. No phone, no internet, no fuss."
Avoid
"Revolutionary smart home technology designed for the modern aviary enthusiast!"
Preferred
"Set the lights to turn on at 7:00 and off at 21:00. That's it."
Summary
BudgieBase in one sentence
"Simple, reliable automation for bird breeders who want to spend less time managing their aviary and more time enjoying their birds."
