Brand guidelines · v0.1 · Sep 2026
ekru.in brand
The identity system for ekru.in — logo, colour, type and stationery, and how to use them together.
About the name. Ecru is a color that denotes simplicity and elegance in a global context.
Logo
The wordmark is the primary logo. Use the monogram where space is tight — app icons, avatars and favicons.
Clear space: keep at least the height of the “e” free on every side of the logo.
Colour
A deliberate palette: the primary carries the brand, the accent is for emphasis — use it sparingly.
#5C2749RGB 92, 39, 73#3E1A32RGB 62, 26, 50#C98A6BRGB 201, 138, 107#2A1220RGB 42, 18, 32#F7F2F0RGB 247, 242, 240Typography
Three faces, each with one job. All are free to use from Google Fonts.
Display · Cormorant Garamond
Headlines and the wordmark
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Text · Jost
Body copy and interface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Mono · IBM Plex Mono
Labels, data and code
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Type scale
H1 · 56pxEmbrace Elegance in SimplicityH2 · 36pxEmbrace Elegance in SimplicityH3 · 24pxEmbrace Elegance in SimplicityBody · 17pxEmbrace Elegance in SimplicityCaption · 13pxEmbrace Elegance in SimplicityLogo usage
A few rules keep the brand recognisable everywhere it appears.
Stationery
Business cards, letterhead and email signature.
hello@ekru.in
www.ekru.in
Founding Team
ekru.in
hello@ekru.in · www.ekru.in
www.ekru.in
Explorations
Alternative wordmark directions considered for ekru.in. Each downloads as SVG.
Social
Profile picture, cover image and the link preview that appears when the site is shared.