Brand guidelines

Brand essence

Waimz helps LGBTQ+ adults find people, communities and places, with a little help from AI. Dating, friendship and chosen family carry equal weight. The visual identity is calm, warm and recognizably queer.

The wordmark

Use the lowercase waimz logo. Fill ai with crisp, solid pride-flag stripes at a 45-degree angle: red, orange, yellow, green, blue and violet. Never blend rainbow colors or use rainbow gradients anywhere. Keep all six flag colors visible together. Use deep ink on light backgrounds and white on dark backgrounds. Show the ™ mark small and raised beside the wordmark, and beside every mention of Waimz in text. Leave clear space around the logo; do not stretch, add glossy effects or replace it with 3D bubble lettering.

Color palette

Typography

Fredoka for headings and the wordmark. Plus Jakarta Sans for body text, labels and forms. Fraunces is reserved for occasional editorial accents. Keep text readable, sentence case and comfortably spaced.

Surfaces and clouds

Alternate light and dark sections. Use pink for primary actions, peach for warm supporting surfaces, charcoal for secondary dark surfaces and warm gray for clouds and subtle details. Clouds are soft and understated, with depth-based movement that respects reduced-motion preferences. No decorative orbs, emojis or glossy sticker effects.

Voice and safety

Warm, direct and inclusive. Talk about real people and real-world connection. Avoid exaggerated safety promises: selfie verification is a photo check, not a background check. Safety is a shared responsibility. Do not promise referral priority or founding-member benefits. Do not use em dashes.

Clouds

Flat, soft clouds in brand colors. Layer them at different sizes so they feel distanced, and let them drift gently when scrolling. No gloss, no 3D.