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Swae Style Guide

Website & Platform

These are the basic elements that make up our brand identity.
Please read on so you’ll get to know us a little better.

Color palette

Primary Colours


Secondary Colours


Logo & Ident

Our logo is a very valuable asset and we must treat it nicely. Please don’t abuse our logo or trademarks as they can’t fight back (our lawyers are a different story though!)

Download Logo (PDF Vector RGB) >

In order to preserve the integrity of the logo, it is important that no other logos, type or other graphic elements infringe on its space. The minimum clearspace around the logotype is equivalent to the smallest bar of the Swae icon.

On light backgrounds:
As often as possible, the logo should appear on white. 
Main logo colours are #5bd7ea and #383F48 

On dark backgrounds
An option for logo use on black or darker backgrounds.

Use sparingly

Visual Assets and Interactions

Colour usage in illustrations (from palette above); bright and playful to show Swae’s character. Images should show action and intent, and where possible include motion / video.

Tone of Voice

Swae’s tone of voice:

  • Provocative But Factual Using Compelling Arguments
  • Bold
  • Authentic
  • Transparent
  • Logical Yet Imaginative
  • Witty
  • Disruptor at the service of MASSIVE CHANGE for the GOOD

Our tone of voice is not:

  • Safe
  • Arrogant
  • Hyped
  • Filled-with-jargon
  • Sarcastic or sarcastic humor


Headings & Titles: Poppins Regular

Download >

Heading 1

Heading 1

Heading 2

Heading 2

Heading 3

Heading 3

Heading 4

Heading 4

Heading 5

Heading 5

Heading 6

Heading 6

Body : Sofia Pro

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Button 1

Button 2

HERO Button

Micro Button


Input with hover effect

Title of input

Input with hover effect

Input with hover effect

Input with hover effect



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