This is the single source of truth for the SelfPOS visual system — logo, color, type, spacing, components, voice and tone. For partners, agencies and the SelfPOS team.
The SelfPOS wordmark pairs a glyph (an inward-flowing arrow loop) with the word "SelfPOS" set in Inter Semibold. Use the dark mark on light, light on dark.
Minimum clear space around the mark equals the height of the glyph (~26px at base size).
Don't render the wordmark smaller than 80px wide on screen or 14mm in print.
Don't rotate, recolor (outside palette), apply effects, or place on busy imagery without a scrim.
The system is monochromatic by default — near-black foreground on warm off-white. An accent color is selectable per deployment; mono is the safest default.
Inter does the heavy lifting — display, headings, body, UI. Instrument Serif italic is reserved for emphasized words inside display copy ("a world", "the next", "every").
Tailwind-derived spacing scale. Page padding clamps from 24px (mobile) to 96px (desktop). Section padding is typically 100–140px vertical.
Soft but considered corners. Pill (999px) for CTAs, rounded for cards. The Commerce Infrastructure tone overrides these to sharper values.
A small set of well-considered building blocks. Implemented in src/components/ as React components.
How SelfPOS writes. Three principles, each with a "do" and an "avoid" so writers across the company can stay in voice.
No jargon. No buzzwords. We are not a 'next-generation, AI-powered, omnichannel orchestration platform' — we are the experience layer that recognises customers.
"We help you recognise customers the moment they walk in."
We leverage AI-driven omnichannel orchestration to deliver synergistic customer engagement.
Make the claim, then stop. Don't oversell, don't qualify too much. The brand is restrained — like a well-set room.
"Patent-pending technology. Used by retail and hospitality brands across nine countries."
World-leading, award-winning, best-in-class patent-pending technology used by countless leading brands!
Frame outcomes from the customer's point of view. Not 'our platform processes 4 million identities' — 'four million customers are recognised across our network'.
"Your best customer just walked in. SelfPOS lets your team treat them like it."
Our identity engine handles 4.6 million records with sub-100ms recognition latency.
Stroke icons drawn from Lucide. 24×24, 1.6 stroke, currentColor. Icons are functional — never decorative — and always pair with a label.
Photography should be natural light, restrained color, and focused on the human moment of recognition or hospitality. Avoid stock-looking shots, heavy filters, or overly product-y compositions.
The instant of recognition — staff meeting a returning customer.
Premium retail and hospitality environments — quiet, well-lit, no clutter.
Tactile close-ups — phone tapping, wallet open, gift card in hand.
The brand is maintained in code. Tokens live in styles.css; components in src/components/; mocks in src/art/. Updating the brand means updating those files.