01
short
use the shortest sentence that still does the job, strike words rather than soften them
"we help you manage your incoming communications more efficiently"
"don't ignore everyone"
the kit
brand
the bell, the red, the rounded type — everything that makes ignore look like ignore, and the rules for keeping it that way
01 — identity
a bell on the door
ignore is small, focused, and a little playful — the bell stands for the messages you keep meaning to answer, the ones we help you finally pick up, everything in the kit should feel warm, hand-drawn, and quiet enough to live next to the apps it interrupts
- warm — reds and creams over cold grays, optimism with a pulse
- handmade — doodled clouds, balloons, swings, never sterile
- tactile — big radii, soft shadows, springy response on tap
02 — logo
the bell, four ways
the icon comes in two shapes: a filled square for app stores and a clean silhouette for everywhere else — pick the version that gives the background the most breathing room
keep it clean
- leave at least the bell's clapper-width of clear space on every side
- minimum size: 24px — below that the bell stops reading
- don't recolor the bell, tilt it, or stretch the square
- don't add shadows, gradients, or strokes to the silhouette
- don't pair it with another logo at the same weight
03 — color
two oklch scales
ig is the brand scale — twelve perceptually-spaced steps with step 9 as the brand red, used everywhere on ui, ig-warm is the sibling scale for character illustrations (cat, dog, balloon, swing) — same lightness ladder, hue drifts from cream to red-brown, tap any chip to copy its oklch value
brand · --ig-*
warm illustration · --ig-warm-*
the scales are defined in oklch so steps feel evenly spaced to the eye, prefer the token (var(--ig-9), var(--ig-warm-7)) over raw triplets, --logo-red is the historical brand-red literal preserved at its precise oklch — used for the bell-fill and strike-through accents
04 — type
open runde
a rounded sans with a confident waist, friendly enough for marketing, structured enough to set body — kerned tight at display sizes, left at letter-spacing: 0 for body
don't ignore everyone
it reads the room
your tone with your mom isn't your tone with your boss
ignore learns your phrasing, your punctuation, the emojis you actually use — the ones you'd never
AageR123?!@&
open runde is included in /public/fonts/ across four weights (400, 500, 600, 700) — it's declared with @font-face at the top of style.css and registered behind the --font-sans stack with system fallbacks so first paint is never blocked
05 — voice
how it talks
ignore writes the way you'd text a friend back — short, with a small grin, and never wasting your time, three principles, in order
02
warm
a small joke is better than a small lecture — lowercase is fine, emoji are fine, em-dashes carry the rhythm
"configure your priority contacts in the settings menu"
"the people who matter — ignore notices"
03
honest
say what the app does, not what it could one day do — if a feature isn't shipping yet, don't sell it
"revolutionizing the future of human conversation"
"replies in your voice — because it studied you"
06 — files
take what you need
svgs are the source of truth — use them anywhere they'll render, they scale, they recolor, they stay sharp on the next display we don't know about yet
