# LAPTOP.BG JSC brand guidelines

This file describes how LAPTOP.BG JSC looks and sounds. When you design, build or write anything for LAPTOP.BG JSC, follow it: use only the colors and typefaces listed here, and write in the voice it describes. If something is not covered, say so and ask, do not invent a rule.

The published guide: https://brand.laptop.bg. This file lives at https://brand.laptop.bg/brand.md and is always the guide's latest version. Last updated 2026-11-15.

## Colors

| Name | Hex | RGB | CMYK | Use |
| --- | --- | --- | --- | --- |
| Black | #0A0A0A | 10, 10, 10 | 75, 67, 67, 86 | Primary |
| Graphite | #3A3A3A | 58, 58, 58 | 69, 62, 61, 52 |  |
| Silver | #BDBDBD | 189, 189, 189 | 27, 20, 21, 0 |  |
| Paper | #F5F5F5 | 245, 245, 245 | 3, 2, 2, 0 |  |

CMYK is for print on coated paper, estimated from the hex through U.S. Web Coated (SWOP) v2 unless marked (own): those are the brand's own values, from its printer, and win over any conversion.

## Typefaces

- **Geologica** (Primary)
  - Weights in use: 400
  - Headlines at 500 Medium, line height Auto (0.92), letter spacing Auto (-5%)
  - Text at 400 Regular, line height Auto, letter spacing Auto
  - Used for: Everything, from headlines to captions
  - Available from: Google Fonts

## Color

### Proportion

A suggested split, from the palette's order (the designer hasn't set one): Black 50%, Graphite 29%, Silver 14%, Paper 7%.

### Combinations

The color combinations the brand uses (background, then what sits on it; the ratio says what text it can carry):
- On Black (#0A0A0A): Paper (#F5F5F5, 18.2:1, AAA)
- On Paper (#F5F5F5): Black (#0A0A0A, 18.2:1, AAA)
- On Silver (#BDBDBD): Black (#0A0A0A, 10.5:1, AAA)
- On Graphite (#3A3A3A): Paper (#F5F5F5, 10.4:1, AAA)
Keep to these combinations and avoid low-contrast mixes.

## Typography

### Hierarchy

| Role | Size | Line height | Tracking | Weight |
| --- | --- | --- | --- | --- |
| Display | 64px | 1 | -2.5% |  |
| Heading | 40px | 1.1 | -1.5% |  |
| Subheading | 24px | 1.25 | 0% |  |
| Body | 16px | 1.4 | 0% |  |
| Caption | 12px | 1.4 | 1% |  |
Line height and tracking are what each style is set in. A style follows its typeface's line height and letter spacing for headlines or text, unless the value is marked (own): set for that style alone, it stays when the typeface's changes.

## Motion

### Curve

Signature curve: cubic-bezier(0.2, 0, 0, 1). Use it for anything that moves, never a tool's default easing.
Durations: fast 150ms (small things), base 300ms (most moves), slow 500ms (big moments).
Fades take about half as long as the move they go with, so nothing looks washed out on the way in.
With reduced motion turned on, replace movement with a short fade.

## Layout

### Grid

One grid for every format. Swipe through to see how the logo, headlines and photographs sit on it.
- **Setup** Our margin is 6% of the shortest side of the format: 13 mm on an A4 page. Inside it are six columns, with gutters half the size of the margin. (Joisti's placeholder drawing: setup)
- **Formats** The margin follows each format’s shortest side, so the grid scales with it: 13 mm on A4, 65 px on a square post or a 16:9 screen. (Joisti's placeholder drawing: formats)
- **Logo** The logo is a third of the format’s width, centered on the bottom margin. It can be half or a quarter if the layout needs it. (Joisti's placeholder drawing: logo)
- **Headlines** Headlines start on the top margin and run from margin to margin. Set them as big as the layout allows. (Joisti's placeholder drawing: headlines)
- **Photography** Photographs run edge to edge, across the whole format or half of it. Never crop or stretch them, and keep type on the paper, not on the photograph. (Joisti's placeholder drawing: photography)

## Applications

### Email signature

One signature for everyone, drawn from the brand. Type your details into it, copy it, and paste it into Gmail, Outlook or Apple Mail.

## Resources

### Downloads

- **Color palette**: palette.css (custom properties) and palette.json (hex, CMYK) as one zip — https://brand.laptop.bg/files/colors/laptop-bg-jsc-palette.zip
- **Brand file for AI**: this file — https://brand.laptop.bg/brand.md