Brand guidelines
The Roost brand
Roost helps people decide where to live, together. The brand is warm, decisive, and human: a bold amber-to-red palette, a characterful serif, and a single continuous-line rooster. Use these rules to keep it consistent everywhere.
Logo
The mark is a single continuous-line rooster (Roost → rooster). The primary version fills it with the signature gradient. Keep clear space around it equal to the height of the mark, and never place the gradient mark on a busy or low-contrast background.
Do
Use the gradient mark on Paper or Cloud. Use the reversed (white) mark on Ink or a dark photo. Give it room to breathe.
Don’t
Recolor outside the palette, stretch or rotate it, add shadows or outlines, or place the gradient mark on a busy background.
Color
Five warm hues carry the energy; the neutrals keep it readable. Flame is the primary action color. Reserve Scarlet for rare maximum emphasis. Body text is always Ink on Paper, never an orange.
Palette
Neutrals
Signature gradient
linear-gradient(100deg, #E89005, #F42B03 55%, #E70E02). For the logo and large hero accents only.
Typography
Two families. Fraunces, a warm serif, for display headlines. Inter for everything else: body, labels, buttons, captions. Never more than these two.
Display
Fraunces
Aa Bb Cc · 0123456789
Body & UI
Inter
Aa Bb Cc · 0123456789
Type scale
Rules
Do
Headlines in Fraunces, sentence case. Tighten tracking on large sizes. Body in Inter at 1.5–1.6 line height, ~60–70 characters per line. Eyebrows uppercase with 1.5px tracking, used sparingly. Prices and stats in Inter, tabular figures.
Don’t
Set long body copy in Fraunces. Set body in all caps. Use more than two families. Stack two display weights in one line. Center long paragraphs.