Logo — versions
Wordmark · size lockups
Brand Book
The Aquiva brand and design system: colour, type, components, and usage. Generated from the design system, always current.
Brand
Aquiva is the AI-native consulting and engineering partner for growth companies. This book is the whole brand in one place: logo, color, type, voice, and the components we build products with, each paired with how and when to use it.
The look is cool, calm, professional: cornflower blue and jackson purple with a cerise-red accent, geometric Lexend headlines over humanist Open Sans body. Everything here is generated from the live design system, so it never drifts from what ships.
Logo
Aquiva has two logo lockups. The wordmark is the primary logo, the full AQUIVA name. Reach for it by default, wherever there's room for the name to read.
The A-sign is its compact square form, the "A" mark on its own, for tight spots the wordmark can't fill: avatars, app icons, favicons, a badge in a UI corner. Use it only when the full name can't.
Within either lockup, pick the color version that suits the background (indigo on light, white on dark, monochrome for one-color work). Keep clear space of at least the mark's height on every side, and don't take the wordmark below 12px tall.
Logo — SVG sources
Wordmark · indigo on white
Monochrome gray · cream bg
White on deep indigo
Wordmark Primary lockup — use wherever there's room for the full name.
A-Sign Short mark for avatars, app icons & favicons. Square format.
The A-sign · compact mark
Compact mark · Aquiva
Color
On cream
Inverse
Logo use
The mark is fixed. These are the rules that keep it that way: what to do, and what never to.
Do
- Use the indigo wordmark on light backgrounds, white on dark.
- Keep clear space of at least the mark's height on every side.
- Use the A-sign when the full wordmark won't fit: avatars, app icons, favicons.
- Scale the mark proportionally.
Don't
- Recolor the mark, add gradients, or alter the letterforms.
- Stretch, squash, or rotate it.
- Place the color mark on a busy or low-contrast photo.
- Re-type the name in another font.
Color
Blue leads, purple supports, and pink accents used sparingly. Hold the ratio below and the palette stays unmistakably Aquiva. Pink is for emphasis only, never a background.
- Blue — Primary. Reach for it first; it carries the brand.
- Purple — Secondary. Depth and contrast behind the blue.
- Pink — Accent only. One emphasis at a time; never a background.
Colors — Primary
Cornflower Blue
Primary · 50–60%
#5A99E6
Jackson Purple
Secondary · 40%
#352694
Cerise Red
Accent · 10–20% · never bg
#E01F6F
--aq-blue--aq-blue-alt--aq-blue-bright--aq-blue-deep--aq-blue-light--aq-blue-bg-soft--aq-blue-pale--aq-blue-dusk--aq-purple--aq-purple-2--aq-purple-warm--aq-purple-deep--aq-purple-ink--aq-purple-midnight--aq-violet-light--aq-violet-pale--aq-pink--aq-pink-light--aq-ink--aq-gray--aq-gray-mid--aq-bg--aq-bg-alt--aq-white--aq-black--aq-grad-brand--aq-grad-warm--aq-grad-full--aq-grad-soft-bg--aq-grad-deep--aq-photo-overlay--fg-1--fg-2--fg-3--fg-accent--fg-accent-strong--fg-accent-warm--fg-on-brand--bg-app--bg-surface--bg-soft-blue--bg-soft-violet--bg-brand--bg-brand-strong--border-subtle--border-strong--surface-dark-1--surface-dark-2--surface-dark-mid--on-dark-1--on-dark-2--on-dark-3--border-dark--border-dark-strong--surface-code--surface-code-2--code-ok--code-warn--code-action--code-info--code-border--code-border-accent--code-warn-soft--term-ctl-close--term-ctl-min--term-ctl-maxColors — Ratio
Ratio · 50–60 / 40 / 10–20
Blue leads every composition. Purple supports without overtaking. Pink sparks — icons, quote marks, a single highlighted word — but never a background.
Colors — Neutrals
Ash Gray
Body text
#423C4C
Gray
Logo · UI
#737474
Light Gray
Headers · 4th
#9E9E9E
Soft Gray
Page bg
#F6F7F9
Colors — Backgrounds
Light Blue
Section bg
#CEE0F8
Light Violet
Feature bg
#E3E8FD
White
Surface · card
#FFFFFF
Colors — Gradients
Brand gradient · blue → purple
linear-gradient(135deg, #5A99E6, #352694)
Warm gradient · purple → pink
linear-gradient(135deg, #352694, #E01F6F)
Full spectrum · blue → purple → pink
linear-gradient(135deg, #5A99E6, #352694, #E01F6F)
Dark surfaces
Colors & type
Colors · Brand core
Cornflower Blue
Primary · 50–60%
#5A99E6
Jackson Purple
Secondary · 40%
#352694
Cerise Red
Accent · 10–20% · never bg
#E01F6F
Light Violet
#E3E8FD
Light Blue
#D9EBFF
Light Grey
#F4F4F6
Ink
#423C4C
Type · Families & scale
The AI-native partner for growth companies.
Consulting and engineering, rebuilt around AI.
We design, build, and operate the systems a business runs on and the products they ship. Software that ships but doesn't get used isn't software yet.
Who we serve
98%
Typography
Two families do the work: geometric Lexend for display and headings, humanist Open Sans for body. JetBrains Mono handles code and terminals. Emphasis inside a headline is set in cerise pink: one accented phrase at most, never italics.
Type — Display
Display · Lexend
The AI-native partner
for growth companies.
for growth companies.
Lexend 50056 / 59tracking −0.01em
Type — Headings
Headings · Lexend
H1 · Page title
H2 · Section header in blue
H3 · Lexend SemiBold
H4 · Lexend SemiBold 20
Type — Body
EYEBROW · LEXEND MEDIUM 11 / 0.12EM
Lead. Open Sans 18/28. By the end of week one, you're usually clicking through a working prototype.
Body. Open Sans Regular 16/26. Growth companies bring us problems that rarely line up with a vendor's product taxonomy.
Caption · Open Sans 13 / Light Gray
Type — Numerals
Stats · Lexend Light 72–96 pt
10
Years in Business
1,200+
Certifications
70+
Verified reviews
4.91
Average rating / 5
Type — Quote
“
Our job is to help customers build what comes next and make sure it actually works in production, not just in the demo.
Jay Keating · CEO, Aquiva
Headline accent
Headline emphasis · pink, never italic
The AI-native partner for growth companies.
Consulting and engineering, rebuilt around AI.
Use <em> inside any heading — the brand stylesheet renders it pink, weight 500, never italic. One accented phrase per headline.
On dark — accent stays pink
Salesforce at the core. The right architecture around it.
Voice & tone
Voice is what we say; tone is how we say it. We write in the first person plural, plain and concrete: specifics a reader can picture over abstractions they have to decode. Every sentence has to survive the question "what do we mean?", and when the honest answer is simpler than the sentence, the simpler version wins. Proof is named: real customers and real numbers, or nothing. And where a contrast tempts us to write "X, not Y," we name what X is made of instead.
Concrete
Name the specifics (components, tests, outcomes) rather than abstractions.
First person plural
We build, we ship, we own it with you.
Plain language
Every sentence survives the question "what do we mean?" The simpler honest version wins.
Voice & tone
Voice · concrete enumeration · first person plural · no jargon
DO
"We build durable solutions and products: components you can reuse, tests that catch regressions, and code your team can own after we leave."
DON'T
"We leverage synergies to drive transformative value."
DO
"We build software inside your org with your data model, permissions, and audit trail."
DON'T
"We ship in days, not sprints."
Iconography
One line-icon set, drawn at a consistent stroke weight. Color icons from the palette, and keep pink to a few at most, never the majority.
Iconography
Icons
Components & UI
Where a print brand book stops, ours keeps going into product. These are the live components and applied examples built from the same tokens: buttons, badges, cards, inputs, and full sample pages and decks.
Core components (React)
Buttons
Badges & tags
Badges
Salesforce Select Partner
Advisory
New
Product Development
Expert Navigator
SOC 2 Compliant
LatAm
CWE
SEE
USA
Cards
Cards · white on soft gray
Proactive & Engaged
We operate as a true partner, bringing curiosity and commitment to every engagement.
Growth Minded
We love what we do and embrace an explorer's mindset as we master our craft.
Responsible & Honest
We do what we say — trust through transparency, dialog, and integrity.
Form inputs
Inputs · radius 10 · focus ring rgba(90,153,230,.25)
Code / terminal
sapim · tail -f /var/log/integrations
● LIVE
04:11:58[OK]integration.partner-api 4,218 req/min · p95 142ms
04:12:09[WARN]webhook.inbound · 38% 4xx rate detected
04:12:09[INFO]→ baseline deviation: +340% (threshold 150%)
04:12:10[ACTION]→ agent.sapim dispatched · case created
04:13:02[OK]webhook.inbound · re-enabled · 620 req/min
Spacing scale
Spacing · 4-px base · 8-px grid
s-14 px
s-28 px
s-312 px
s-416 px
s-624 px
s-832 px
s-1248 px
s-1664 px
s-2496 px
Radii
Radii
xs · 4
sm · 8
md · 12
lg · 16
xl · 24
pill
Shadows
Soft, purple-tinted shadow system
xs
sm
md
lg
Cover (light)
Marketing page
Capabilities deck
Slide library
Downloads & kit
Take what you need. Every asset in this book is downloadable on its own: logos, fonts, color tokens, and icons. Or grab the whole brand kit in one click.