Pure Library — Brand Standards

The single source of truth for how PURE looks, sounds, and behaves — colors, type, logo, iconography, components, and voice. One system across every version.

Import information →

Explore the guide

Logo

The mark, clear space, and how to use it.

Color

Navy & gold core palette + status colors.

Typography

Montserrat display, Open Sans text, the scale.

Themes

Light, Dark, and the signature Pure scheme.

Icon Library

143 brand line icons — live gallery & pick-list.

Components

Cards, buttons, pills, inputs — the building blocks.

Voice & Tone

How PURE writes and talks.

What not to do

The “no clown stuff” rules.

The PURE personality

Trustworthy, not flashy. PURE handles people’s biggest transactions. The design should feel like a private bank, not a startup landing page: deep navy, warm gold accents, generous space, precise line icons, and copy that respects the reader’s time.

Three words to hold onto: Composed · Warm · Credible.

At a glance

Colors

Navy#172e55

Gold#dccaaf

Type

Montserrat

Open Sans for body text

Site icon

The navy/gold “P” mark (favicon.svg) is the ONE site icon — on every page going forward.

This guide is a living asset. It’s saved to PURE’s design memory (design.* / brand.* keys) so every build stays consistent — and it keeps growing.

Publish gate. Nothing ships until it passes brand standards first, then a Design check, then Code verifies it functions and spiders correctly (every related link resolves inside the live database). Every page must carry the head block: theme-color #172e55 · icon /favicon.svg (the “P”) · apple-touch /favicon-192.png · manifest. A weekly sweep cron re-checks and auto-injects it. Swept 112 pages 6/25/26.

Differences to review · from the standalone standard

These items in the attached standalone differ from the live canon. Flagged here for Cecile / brand review before adopting.

Extended status palette

The standalone uses Orange #FD7900, Teal #00A27C, and a brighter Red #FF5151 (vs canon red #ED1C24). Decide whether these join the official status set.

Naming: “Pure Library”

Hero reads “Pure Library — Brand Standards.” Live canon names it “PURE Brand Guide.” Confirm the preferred title.

Two new sections

Standalone adds 09 Imagery and 10 Tokens & handoff as first-class sections. Stubs are linked in the sidebar — confirm scope & content.

Numbered section scheme

Adopted the standalone’s 00–10 numbered sidebar (Foundation / Identity / System). Themes, Don’ts, ARE & merge pages kept below as supporting refs.

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PURE Brand Guide · living document