Brand Guide › What not to do
What not to do
The "no clown stuff" rules. These keep PURE looking like PURE. Canon: brand.no_clown_standard.
Never
No emoji as UI
Never use emoji (🏠💰✅) as icons, in tiles, buttons, nav, or status. Use the brand line icons. Emoji are OK only inside human-typed message content.
No AI-slop visuals
No aggressive gradients, no rainbow color, no random drop-shadows (one shadow only), no rounded-corner + left-accent cliché everywhere, no decorative SVG illustrations.
No off-brand type
No Inter, Roboto, or Arial. No Cinzel outside the wordmark. No sub-12px product text.
No invented tokens
No new accent colors, radii, or shadows. Stick to navy/gold + status, radius 0/5/8/16/360, the one shadow.
No pure-white pages
Use gold-50 #F8F4EF for backgrounds — warmer, on-brand.
The test: would a private bank ship this screen? If it looks like a flashy startup or a clip-art deck, it's off-brand.
PURE Brand Guide · What not to do