Brand system · v1.0
Just Brand Guidelines
A system for building simple, focused apps. One app. One purpose. No clutter.
What the brand stands for.
Four ideas that every Just app — and everything around it — should follow.
Simplicity over features
Each app solves one thing. We'd rather ship less than add noise.
Speed over complexity
Logging should take seconds. If it's slow, it's wrong.
Clarity over cleverness
Plain language, obvious layouts, readable numbers.
Consistency over novelty
Every new Just app inherits the same system, unchanged.
One parent mark, one icon per app.
JustSomething is the parent brand. Each app icon shares the same rounded-square base and a single symbol.
- Keep the rounded-square base shape for every app icon.
- Use a single bold symbol, centred.
- Use the app's assigned accent colour and nothing else.
- Do not distort, rotate, or recolour the parent mark.
- Do not change the proportions of the app icon base.
- Do not mix icon styles or stack multiple symbols.
Neutral canvas, accent per app.
The site runs on a quiet neutral palette. Accent colour is owned by each app and used sparingly.
Each app owns a single accent colour. Accents never mix on the same surface. New apps pick a new accent from a calm, mature palette.
One family. Clear hierarchy.
The primary typeface is a modern system sans-serif. No decorative faces, no multiple families.
Health tracking should take seconds, not minutes. Each Just app focuses on a single measurement so logging feels effortless.
Supporting copy, metadata, and captions use the muted tone so the primary ink stays reserved for headings and key content.
Simple, bold, recognisable.
Icons use one clear symbol per app. No thin strokes. No decorative detail. No gradients inside the symbol itself.
Generous whitespace. Strict rhythm.
A single spacing scale controls every gap, padding, and section rhythm on the site.
Quiet surfaces. Clear actions.
A small set of component styles is reused everywhere. Shadows and depth are used only when they earn it.
Direct. Calm. Concise.
We write the way the apps feel. No marketing fluff, no jargon, no exclamation marks.
- Use plain English. Short sentences.
- State what the app does, then stop.
- Respect the reader's time.
- UK/SA English spelling.
- Don't use hype words like 'revolutionary' or 'seamless'.
- Don't make health claims.
- Don't over-promise or invent urgency.
- Don't write in corporate voice.
"Just + [Category]"
Every app in the family follows one naming rule. No exceptions, no sub-brands.
- Just BP
- Just Weight
- Just Glucose
- Just Move
- Just Read
Names are always two words: the word Just followed by a single noun category. No taglines, no version suffixes, no colour or edition variants.
Adding a new Just app.
The system is designed so a new app slots in without a redesign.
- 1Pick a single category noun and name the app 'Just <Category>'.
- 2Assign one accent colour from a calm, mature palette. It must not clash with an existing app.
- 3Draw one bold symbol on the shared rounded-square base. No second symbol, no gradients inside the glyph.
- 4Add an entry to lib/apps.ts with name, tagline, description, accent, status, and icon path.
- 5Ship the icon PNG into public/icons/<slug>.png. The homepage and /apps page will pick it up automatically.