# Within20 brand guide

## The identity

Within20 is an independent secondhand discovery service. Curious, capable, direct.

Write **Within20** in prose. Signature: **Secondhand. Wide open.**

The folded-ribbon W brings separate paths into one confident mark. Its open construction represents discovery; it makes no distance, delivery-time, or stock promise. The lowercase wordmark balances a distinctive symbol with readable typography.

## Logo assets

Use within20.svg for the full-color mark on white. Use within20-reverse.svg on dark backgrounds and within20-mono.svg for one-color reproduction. Transparent PNG versions are included. Use mark.svg when space is limited, and the dedicated app icons for browser and home-screen use.

Minimum logo width: 140 px. Minimum standalone symbol: 24 px. Use the favicon at 16 px. Leave clear space equal to one-quarter of the symbol height on every side. Keep the symbol and wordmark at their supplied proportions. Keep the beta label outside the artwork.

Do not stretch, rotate, outline, recolor arbitrarily, add effects, or place the logo over a busy image.

## Color

| Role | Color | Hex |
| --- | --- | --- |
| Signature mark and primary action | Cobalt | #254BF1 |
| Main text and dark canvas | Ink | #172B3A |
| Restrained highlight | Signal | #DFFF7A |
| Main canvas | White | #FFFFFF |
| Supporting text | Slate | #526570 |
| Borders | Line | #DCE3E7 |

Use white lettering on cobalt and ink lettering on Signal. Keep supporting text readable and keyboard focus visible. Signal is a small highlight, not the main page background.

## Typography and layout

The wordmark is outlined artwork; always use the supplied logo. The interface uses Avenir Next, Avenir, and system sans-serif fallbacks. Use at least 16 px body text and 14 px for regular labels.

Make search the first action. Location is optional. Separate pickup from shipping. Give original seller links and useful listing details a clear hierarchy. Use generous whitespace, compact labels, and restrained rounded corners.

## Voice

Say what helps someone find an item or decide what to do next. Use concrete labels: Find it, Save a Hunt, Shipped finds, More places to find it.

Keep provider negotiations, future integrations, operational plans, and internal diagnostics out of public copy. Never invent partner badges, endorsements, stock certainty, or customer numbers. Attribution identifies a source; it does not imply a partnership.

## Photography

Secondhand objects should feel tangible, useful, and individual. Brand photography is decorative; never add prices, stock labels, or seller names to imply it is live inventory.

## Use and ownership

These assets may identify Within20 accurately. They do not grant an endorsement, affiliation, certification, or ownership. Copyright © 2026 Within20. All rights reserved.

Social sharing: `social-card.png` is the 1200 × 630 landscape card used for link previews. Preserve its margins and aspect ratio.