PlumageOur work03 / 13
Annona Guidelines
Your tax, set aside the moment you are paid: an account for freelancers that keeps the tax share apart.
Introduction
Annona is an account for freelancers. Each time a client pays, it moves the tax share aside, so the bill is already covered when it is due and the rest is plainly yours to spend.
Annona was the Roman goddess of the grain supply: the harvest stored against the lean months. The wordmark is lowercase annona with one straight cut through every letter at the same height. The slice above the line is the share kept aside; the rest is yours. The a with its dome is the app icon.
Ink and Meal carry the brand, warm and plain as flour and a ledger; Ochre is the kept share, used only for what has been set aside.
At a glance
Logo- Meal#F3ECDF
- Flour#FBF8F2
- Ink#2B2420
- Aa Geist
- Aa Geist Mono
Your tax, set aside the moment you are paid.
Wordmark scale
- 72 px
- 60 px
- 48 px
- 38 px
- 30 px
- 24 px
- 18 px
The share line is the rule: one straight cut through every letter at one height, lower edge at 0.69 and upper at 0.74 of the letter height. Never move it, close it or let it differ between letters. Use the lockup (the a tile, then the word) in the app and on the website’s navigation; the wordmark alone on print and signs; the a tile alone for the app icon and the card.
Mark construction
One cut at one height through every letter: lower edge 0.69, upper edge 0.74 of the letter height, the gap a third of a stem. Each letter keeps its top slice as a dome.
Signature
Three cuts
Small sizes
- Lockup, 120 px wide
- Wordmark, 16 px
- App tile, 32 px
- App tile, 16 px
Clear space
Clear space is 3x on every side of the lockup, where x is one stem.
Logo on your background
Use the dark artwork: 12.9:1 against this ground. Logos need at least 3:1 (WCAG 2, non-text contrast).
Please don’t
Core palette
Grain and a ledger: Meal and Flour for the ground, Ink for the words. Ochre is the colour of the share kept aside, and it means only that: the amount set aside, the dome above the line in the hero, the app tile, the one button. Granary is Ochre deep enough to be read as small text. CMYK values are a plain device conversion for reference; proof Ochre on press.
Color proportions
Meal, Flour and Ink carry nearly everything. Ochre appears only where money has been kept, so a glance at any screen shows what is set aside.
Readable combinations
- AaInk on Meal12.9:1AAA
- AaInk on Flour14.3:1AAA
- AaHusk on Meal5.3:1AA
- AaMeal on Ink12.9:1AAA
- AaInk on Ochre6.1:1AA
- AaGranary on Meal5.0:1AA
- AaGranary on Flour5.5:1AA
- AaOchre on Ink6.1:1AA
- AaMeal on Granary5.0:1AA
- AaOchre on Meal2.0:1Fail
Ochre is never text on Meal (2.1:1): use Granary for amounts set aside on light grounds, and Ink on Ochre for the button and the tile. Ratios are WCAG 2 contrast, measured on the sRGB values above: AAA from 7:1, AA from 4.5:1, AA Large from 3:1 (large or bold text only).
Check a pairing
1.1:1Fail
Type system
Headlines and text, as on the website: 450 at 48 px for the hero line, regular for text. Calm and open, so a money product feels plain rather than corporate. By Vercel, SIL Open Font License 1.1, about 70 KB variable. This preview doesn’t load it yet, so the line above falls back to your system’s face.
Amounts, dates and references, with tabular figures so columns line up. Amounts shown in this guide are example data. By Vercel, SIL Open Font License 1.1. This preview doesn’t load it yet, so the line above falls back to your system’s face.
Click any specimen line to try your own words.
Type scale
Set aside.
Your tax, set aside the moment you are paid.
The bill is covered before it is due.
Invoice paid · Set aside
Annona moves your tax share aside each time a client pays, so the bill is covered before it is due.
Amounts shown are example data
Tone of voice
Annona speaks like a good bookkeeper who is also a friend: calm, exact and on the freelancer’s side. It says what moved, how much and why, in one line.
Tax is stressful, so the voice takes the drama out of it: no fear, no hype, no jargon. The harvest image stays in the brand’s pictures, not in puns.
The granary, not the bank
A store kept against the lean months: quiet, full and plainly counted. The people reading are freelancers whose income comes in uneven pieces, so Annona tells them, every time, what is set aside and what is theirs to spend.
Say the number
Every message says what moved and how much. Amounts in guides are labelled as example data.
| Say | Avoid |
|---|---|
| Set aside 600.00 from today’s payment. | Great news about your finances! |
| Your Q3 bill is covered. | Smart AI-powered tax optimisation. |
Calm about tax
No deadlines shouted, no fear. State the date and what is already covered.
| Say | Avoid |
|---|---|
| Due 15 January. Already covered. | Don’t get caught out by the taxman!! |
Plain, not banky
Annona is not a bank and never sounds like one. Everyday words for everyday money.
| Say | Avoid |
|---|---|
| Yours to spend: 1,800.00. | Your available disposable balance after provisioning. |
Bus-stop poster
The signature line in Ink on Meal, the wordmark under it: plain paper, plain words.
Card
Welcome pack
Tote
One-colour Ink on canvas, on a designer’s chair: where Annona’s freelancers work.
Ledger notebook
Laptop sticker
Pattern: the kept share
The a repeated, every dome above the share line in Ochre: the kept share, made into a surface for packaging and the inside of envelopes.
Export assets
What’s inside the zip · 38 files · 1.4 MB
- svg/Vector logos (SVG)9 files · 36 KB
- export/PNG logos, favicons and profile pictures20 files · 483 KB
- pattern/Pattern tile and device (SVG, PNG)2 files · 144 KB
- scenes/Application images (WebP)6 files · 878 KB
- README.txtWhat each folder holds, and the colours1 file
