Brand guidelines · version 1.0 · October 2026
Jopy. A small, warm, very hairy friend who sorts things out for you.
01 · Mark
The mark
A round, cheerful face made of real fur. It is always rendered, never flattened into a smooth blob.
Use the rendered round face as the primary mark. It is the same face that sits in the wordmark. Place it on white or on chroma green for keying, nothing else.
- Clear spaceKeep a quarter of the face diameter free on all sides, measured from the body, not the stray hairs.
- Minimum size32 px on screen, 10 mm in print. Below that, switch to Mark/Small.
- FurThe fur is the brand. Never smooth, trace or simplify the rendered face.
- BackgroundsWhite or chroma green only. No dark navy, no photography behind the mark.
02 · Wordmark
Wordmark, Kiezel
The face is the o. It overlaps the j slightly and the p strongly.
Letters are Outfit SemiBold outlines in inkt #1c1916. Always use the master artwork, never retype it. The face is never the dot on the j.
- Clear spaceThe height of the o face on every side.
- Minimum size96 px wide on screen, 25 mm in print. Smaller than that, use the mark on its own.
- LockupsThe wordmark is the lockup. Next to a partner logo, separate them with a hairline and the clear space above.
03 · Small sizes
Mark/Small and icons
Fur does not survive at 24 px. Mark/Small is the flat shape for favicons and tiny UI. Avatars and app icons keep the rendered face.
04 · Motion
Animated logo
The face rolls in, settles into the o and smiles. Use the mp4 on the web, the gif only where video is not supported.
05 · Color
Color
From the Figma collection Jopy v8. Oranje lives in the fur and the accents, inkt does the talking, papier and wit carry the space.
Oranje is the accent, used sparingly.
06 · Type
Type
Outfit is the Jopy voice, SemiBold for headlines, Regular for text. The wordmark letters are Outfit SemiBold outlines. The samples are Jopy's own lines.
Ik regel het.
Jij tikt op Bevestig.
Jopy zoekt, vergelijkt en boekt via WhatsApp. Jij krijgt één bericht en hoeft alleen nog ja te zeggen.
Gestuurd door Jopy · 09:41
07 · Do's and don'ts
Do's and don'ts
Do
- Use the rendered, hairy face
- Use the cheerful face in the wordmark
- Place renders on white or chroma green
- Use the master wordmark file as is
- Switch to Mark/Small below 32 px
Don't
- Smooth the fur into a blob
- Put the deadpan face in the wordmark
- Use the face as the dot on the j
- Place the mark on dark navy
- Retype, stretch or recolor the wordmark
- Borrow WhatsApp green or NS yellow and blue
08 · WhatsApp
WhatsApp touchpoints
Jopy lives in a chat. The rendered round face is the profile picture, short messages in Outfit, one clear action per message.
JopyCan you book a table for 4, Friday around 7:30pm?
Found: Café de Klok, 7:30pm, four people. Shall I book it?
Confirm
09 · Swag
Swag lookbook
Round three. Real fur where it can be touched, orange and inkt everywhere else.
10 · Downloads
Downloads
Master files only. Need something else? Ask Noord.
