Brand identity
The AskAna system.
Marks, colours, and type - the same pieces every screen is built from. Tap a swatch to copy its hex; tap a mark or an Ana to download the SVG.
Marks
Logos
Download as SVG - scales to any size, never blurs.
How to write the name
Write the brand as AskAna - one word. Use "AskAna." only as a sentence, invitation or punchline.
Primary lockup
The mark with the AskAna wordmark. Use this wherever the name has to be read. The wordmark is outlined, so it renders identically without Newsreader installed.
askana-lockup.svg
Lockup on dark
The same lockup in cream and light clay, for dark or photographic backgrounds.
askana-lockup-cream.svg
Primary mark
The A monogram with the clay dot - doubles as a location pin. Use on light backgrounds.
askana-mark.svg
Mark on dark
All-cream variant for dark or photographic backgrounds.
askana-mark-cream.svg
App badge
Rounded-square clay badge with cream A - for app icons and avatars.
askana-mark-badge.svg
Favicon
Same badge, scaled and weighted for tiny sizes.
askana-favicon.svg
App icon · 512 × 512
The icon the iPhone and Android apps ship - ink ground, cream monogram, clay dot. This is the one the App Store and Google Play want, not the clay badge above.
askana-app-icon-512.png
Play feature graphic · 1024 × 500
The banner at the top of the Google Play listing. Newsreader wordmark with Ana in the dark-ground clay, over the app's own dotted field.
askana-feature-graphic-1024x500.png
Covers
Brand positioning covers
Pre-designed editorial compositions for social, decks, and marketing surfaces. Each one carries the AskAna voice and duality motif - download SVG or PNG.
Hero cover · 16:9
Wide editorial hero - "Tell Ana where you're going." with the duality stripe. Use for web heroes, OG share cards, YouTube covers.
askana-cover-hero.svg
Two ways · 1:1
Square duality composition for Instagram posts and avatars - the safe/elegant ↔ bold/stylish split made obvious.
askana-cover-square.svg
Story cover · 9:16
Vertical hero sized for Instagram / TikTok stories. Big mark, big italic invitation, duality strip at the bottom.
askana-cover-story.svg
Pitch cover · 16:9
Slide-deck title slide. Clay block, weighted mark, "One brief. Two looks. Both you." - a confident opener.
askana-cover-pitch.svg
LinkedIn company banner · 1128 × 191
Company page cover, at LinkedIn's exact size. The left third is left empty on purpose - LinkedIn drops your page logo there.
askana-linkedin-banner.png
LinkedIn profile banner · 1584 × 396
For a personal profile. Everything sits right of, and above, where your profile photo lands.
askana-linkedin-profile-banner.png
LinkedIn company logo · 400 × 400
The page logo. LinkedIn crops it to a rounded square, so the mark is centred with wide margins.
askana-linkedin-logo.png
Palette
Colour
Warm cream canvas, clay primary, sage elegant accent. Tap any swatch to copy.
Clay - primary / bold-stylish
Sage - elegant / safe accent
Cream / canvas
Warm ink / neutrals
Gold - premium detail
Status
Type
Typography
Newsreader for editorial display + Ana's voice. Hanken Grotesk for UI and body. Spline Sans Mono for prices and labels.
Display · Newsreader
Google Fonts ↗Tell Ana where you're going.
The italic carries Ana's emotional beat.
Weights: 400 · 500 · 600 · italic
UI · Hanken Grotesk
Google Fonts ↗Add an optional outfit photo and tell me the plan.
Warm humanist grotesque - friendly, legible, never sterile. All UI runs on it.
Weights: 400 · 500 · 600 · 700 · 800
Mono · Spline Sans Mono
Google Fonts ↗$186 · UNDER BUDGET
Prices, eyebrows, codes - the fashion-tag feel.
Weights: 400 · 500 · 600
Voice
How Ana sounds
A stylish friend texting you back. Confident and specific, never wishy-washy.
Wear the slip dress. Add the trench if it's cold.
✗You could maybe try a dress, or perhaps trousers.
Two ways to wear it.
✗Here are some outfit suggestions for your consideration.
Dinner in Lisbon.
✗A casual dining occasion.
Avatar
How Ana looks
One Ana, three moods. The name never changes - only the register she answers in does. Each one downloads as vector or PNG.
SEALED · SAGE · EXACT
Boardrooms, interviews, anything you need to be taken seriously in. Dry jokes included.
IN BLOOM · BLUSH · GOLD
Weddings, first dates, anything you want to feel like a small fairy tale.
CIRCLE · SASH · ARROW
Travel days, brunch, stadium, school run. Comfortable and still put together.
AT SIZE
CAROLINA
CLARA
HELENA
56 · 36 · 26 px. Ornament is dropped, never shrunk - the ticks, petals and arrow leave as they stop being legible.
Resources
Everything in one place.
Every mark, cover and Ana is downloadable as SVG (vector, infinitely scalable) or PNG - marks at 512 / 1024 / 2048 px, covers at 1080 / 1600 / 2400 px on the long edge, the Ana avatars at 228 / 512 / 1024 px. Type comes from Google Fonts (free, open source).