Precious
Gold is not decoration: it is the value of what our customers build. We use it sparingly, as an accent, never as a loud backdrop.
Wealth, revealed
Every African entrepreneur already holds gold: their business. What is missing is the tool to see it, run it and grow it. WURUS is that tool, and the brand says so at every touchpoint.
Rooted
Patterns, objects and rhythms drawn from our cultures, set with the rigour of a system. African without folklore, modern without being generic.
Clear
A merchant at the counter has no time to decode. Sharp shapes, strong contrast, short sentences: the brand reads at a glance.
The logo, in every form
Pick a form, a colour and a background: the preview tells you whether the combination reads, then you download the exact file.
Give it room
Around the logo, keep at least the height of one V stroke empty. Nothing goes there: no text, no edge, no other logo.
Minimum size
| Screen | ||
|---|---|---|
| Horizontal | 96 px | 25 mm |
| Stacked | 64 px | 18 mm |
| Monogram | 24 px | 8 mm |
Never do this
Three colours, one signature
Tap a colour to copy its value. The switch picks the format: HEX for screens, CMYK for print.
The 60 · 30 · 10 rule
- 60 %Floral White
- 30 %Dark Bronze
- 10 %Satin Gold
Gold is earned: it guides the eye because it is rare.
Supporting shades
Status colours
Checked for legibility
- Aa 12.1 : 1 AAA
- Aa 12.1 : 1 AAA
- Aa 5.2 : 1 AA
- Aa 5.2 : 1 AA
- Aa 2.6 : 1 Decorative
WCAG contrast ratio. Gold on white is for large headings and decorative elements only.
A typographic voice
Type in the field to try every typeface with your own words.
Headings
Unbounded
Sell, get paid, understand your numbers.
Wide, confident, geometric. For headings and the figures that matter. Weights 600 to 800.
Get the font · Google Fonts
Body copy
Bricolage Grotesque
Sell, get paid, understand your numbers.
Warm and highly legible, even small. For everything people read. Weights 400 to 700.
Get the font · Google Fonts
Accent & wordmark
Nasalization
Sell, get paid, understand your numbers.
The typeface of the WURUS wordmark. For short hooks only, never paragraphs.
Get the font · Typodermic
Data & labels
Space Mono
Sell, get paid, understand your numbers.
For references, aligned amounts and all-caps eyebrows.
Get the font · Google FontsSignature radius: 12 px
Buttons, cards and fields share one radius. Soft enough to welcome, sharp enough to stay serious.
Patterns that tell a story
Tap a pattern to see it full screen, like fabric. They dress backgrounds, packaging and textiles, never text.
One icon per module
One stroke for the whole product: 24 px, 1.6 stroke, rounded joins. Find a module, then copy or download its icon as SVG.
18 icons
No module matches. Try “stock” or “sales”.
We did not add AI to WURUS. We made WURUS intelligent.
WI stands for Wurus Intelligence. Our merchants do not want AI: they want to sell, get paid and understand their numbers. So we never say “AI”: we say what it does.
Biddew, “star” in Wolof
WI has a face. Biddew speaks Wolof, French, English and Arabic, in writing and by voice. She stays warm, brief and always useful.
Our tone, in four words
One idea per sentence. The plain word over jargon.
We talk to a person, not a “user”.
African and ambitious, without making it folklore.
Every sentence helps someone act. If not, it goes.
We sayWe avoid
✓We say : “Biddew has prepared the sale. Confirm?”
✕We avoid : “Our generative AI has processed your request.”
✓We say : “Your rice runs out on Thursday.”
✕We avoid : “Alert: reorder threshold reached.”
✓We say : “No worries, let’s try again.”
✕We avoid : “Error 500: operation failed.”
Writing “WURUS”
- ✓Do : WURUS, in capitals, like the wordmark.
- ✓Do : In a sentence, in the font and size of the text around it.
- ✓Do : Biddew with a capital; WI in capitals, no dots.
- ✕Don’t : “Wurus.app” or “WuRuS” for the brand.
- ✕Don’t : “the WURUSes”: the name never takes a plural.
- ✕Don’t : The logo in place of the word mid-sentence.
The brand in use
A few applications to set the tone. Tap an image to enlarge it.
09
Everything, in one file
SVG and transparent PNG logos in all four colours, patterns, the palette as JSON and CSS variables, and a one-page rules memo.
- 26 logo files (SVG + PNG)
- 5 high-resolution patterns
- Palette as JSON and CSS variables
- Usage rules memo
These files are for talking about WURUS: articles, partnerships, integrations. They grant no rights to the trademark, which belongs to Futurize S.A.S.
For print
- Colours in CMYK (values above)
- Images at 300 dpi or more
- Logo as SVG or vector PDF, never JPG
- Text outlined, 3 mm bleed
- Printer’s specs checked
For screens
- Colours in HEX or RGB
- Logo as SVG, or PNG at twice its displayed size
- Photos as WebP or JPG, under 200 KB
- Alt text “WURUS” on the logo
- Contrast checked on light and dark