# EstoStay brand guidelines

The live version, with every variant rendered, is at https://estostay.com/brand.

## The idea

The symbol is an arched lowercase **e** (a doorway, and the brand's initial) with a
coral **dot** where the journey arrives. It **rests on a pillow**, because the pillow is
the foundation of every comfortable stay. The pillow is always underneath the e,
never beside or above it. The EstoStay wordmark sits to the right.

## Construction

- e: one 6-unit stroke on a 48-unit grid, round caps and joins. Dot: radius 3.6.
- Pillow: a real pillow seen slightly from above. A puffy top (radial fill #FFB8A9
  to #F46B55) with edges pulled in by the stuffing, pointed ears, a darker front side
  (#D9533E to #A93A27) with light piping on the seam, creases from the ears, a dent
  where the e presses in and a soft shadow underneath.
- The dot has a thin ring in the background colour so it stays clear of the coral.
  In one colour the whole e gets that ring and the pillow is a flat silhouette.
- Wordmark: Plus Jakarta Sans ExtraBold (SIL OFL), outlined, with a ring "o". Its
  cap height is centred on the bar of the e.
- Source: `scripts/brand/build.py` makes every SVG; `scripts/brand/rasterise.sh` the
  PNG and ICO files. Pillow directions explored first are in `concepts/`.

## Colour

| Name | Hex | Use |
|---|---|---|
| Coral | #F46B55 | The dot, the pillow, primary actions |
| Midnight Navy | #14212B | The wordmark, text, dark surfaces |
| Ocean Teal | #43BFAE | Discovery and AI moments, sparingly |
| Warm White | #FAF9F6 | Canvas, and the wordmark on dark |
| Slate Grey | #66717D | Secondary text |

Coral and teal text on light backgrounds use #C0432F and #17766A (WCAG AA).

## Files

| File | Use |
|---|---|
| estostay-logo-primary.svg / -light.svg | Default, light backgrounds, transparent |
| estostay-logo-dark.svg | Dark backgrounds, transparent |
| estostay-logo-on-navy.svg | With its own navy background |
| estostay-logo-black.svg / -white.svg | One colour |
| estostay-symbol.svg (+ -monochrome, -white) | The e. on its pillow |
| estostay-app-icon.svg | App icon source (navy tile, e. on the pillow) |
| estostay-favicon.svg, favicon.ico | Browser tabs |
| apple-touch-icon.png | iOS home screen |
| png/ | Transparent PNG exports |

## Rules

- Clear space: at least the pillow's height on every side.
- Minimum size: logo 28 px tall / 9 mm. Smaller than that, use the icon.
- Do not separate the e from its pillow, recolour the dot or the pillow, stretch the
  logo, add other effects, or place it on a busy photo.

## Trademark

A visual review is not a trademark clearance. Run a proper search with EUIPO and in
the target markets before registering the mark.