01 — Brand
One Wallet. Every Payment.
02 — Brand Essence
Core attributes
Seamless · Global · Trustworthy · Empowering · Modern · Clear
03 — Color Palette
Ownly Midnight
#000E1C
Primary website and brand background
Ownly White
#FFFFFF
Primary text, UI elements & contrast
Ownly Blue
#027BFF
Primary accent, buttons, links & key actions
Ownly Bright Blue
#1FA3FF
Gradient highlights, secondary accents & visual depth
Color principle: Dark navy or white base with Ownly blue accents. The blue gradient is the brand’s signature visual element and should be used for primary actions, links, highlighted interface areas, illustrations, and selected brand elements.
04 — Typography
Primary headlines
Satoshi Bold
Primary headlines and major titles
Subheadings
Satoshi Medium
Subheadings, buttons, navigation, labels and highlighted information
Paragraph text
Satoshi Regular
Paragraph text, descriptions and general UI copy
Its modern geometric construction complements Ownly Pay’s digital-payment identity while keeping the experience clean, contemporary, and highly readable.
Use heavier Satoshi weights for strong headlines and lighter or regular weights for supporting information to create a clear visual hierarchy.
05 — Logo
A geometric mark representing a digital wallet meeting local payments — symbolizing connection and flow.
Primary (on dark)
Inverse (on light)
Primary (on dark)
App badge
Inverse (on light)
06 — Icons & Illustration
Digital wallet
QR scan
Secure payments
Local payments
Stablecoin & fiat
Connected network
Transaction receipt
A minimal line-icon toolkit for payment moments. Use dark navy and white as the base, with Ownly blue reserved for focus, connection, and secure movement.
07 — Voice & Tone
How Ownly Pay speaks.
A clear, credible voice for global payments — practical in every product moment, message, and conversation.
Confident, not pushy
DON’T
Use hype or exaggerated claims.
DO
Speak with authority about payments without hype. Clearly state what the product does in plain language.
Clear, not confusing
DON’T
Use jargon or unnecessarily complex explanations.
DO
Explain features and benefits in simple terms.
Helpful, not complicated
DON’T
Make users work through dense, complicated instructions.
DO
Guide users step-by-step in an approachable, customer-focused way.
Precise, not vague
DON’T
Make vague statements or promise impossible guarantees.
DO
Be exact about how things work — fees, process, and custody.
Modern, not gimmicky
DON’T
Rely on trendy fintech buzzwords or gimmicks.
DO
Use current fintech language that feels professional and friendly.
Don’t: Use hype or exaggerated claims.
Do: Use short, straightforward sentences. Focus on real benefits.
08 — Art Direction
Visual principle: Bright Ownly blue draws the eye to the action — phone screens, QR codes, payment interfaces and key information.
Use controlled lighting and shallow depth of field to keep images focused and uncluttered.
09 — Brand Book
01 — COVER
OWNLY PAY
BRAND BOOK
02 — LOGO SYSTEM
Primary, light and dark.
03 — COLOR
A clear blue signal.
04 — TYPOGRAPHY
Aa
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Satoshi
05 — VOICE & TONE
Writing that feels clear, capable and human.
06 — ICONS & VISUALS
A focused icon language for everyday money moves.
07 — UI / UX
Designed for confidence, speed and clarity.
08 — MERCH & EVENTS
A flexible foundation for moments beyond the screen.
09 — USAGE RULES
The principles that keep every Ownly expression unmistakable.
10 — Brand in Action
KEY APPLICATIONS
01 — Digital Products
02 — Events & Conferences
03 — Marketing Materials
04 — Physical Merch
11 — SOCIAL & MARKETING
SEPTEMBER 04 — OWNLY PAY
AUGUST 29 — OWNLY PAY
AUGUST 17 — OWNLY PAY
12 — Motion
Motion
Movement in the Ownly Pay UI should feel smooth and purposeful.
REVEAL
LIVE DATA
PAYMENT SENT
STATUS UPDATE
PRIMARY ACTIONS
Pay now
Motion Principle
Functions should feel fast and reliable, not distracting. Every animation should serve a purpose — confirmation, progress, or feedback — without unnecessary flair.
13 — UI/UX Guidelines
A clear, confident product experience built around priority, consistency and trust.
01 / Clarity over decoration
02 / Consistent hierarchy
03 / Accessible and responsive
04 / Feedback and states
05 / Intentional spacing
06 / Purposeful surfaces
14 — Co-Branding
When featuring partners (e.g., banks, merchants):
GUIDELINES
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1
Use official logos and colors: Don’t alter proportions, colors, or add effects.
2
On dark backgrounds: Use the official white wordmark with the Ownly blue-gradient mark. On white or light backgrounds, use the approved dark or blue-gradient version.
3
Maintain clear space: Always keep area around the logo free of other elements (equal to the logo’s height).
4
Minimum size: For digital, logo height ≥ 24px. Mark-only ≥ 16px. Use simplified icons below that.
5
Do not: skew, rotate, recolor, add drop shadows, or place the logo on busy images. The logo must always be legible and match the brand colors.
16 — Misuse
1
Don’t stretch or compress the logo.
2
Don’t add effects (glow, shadows, outlines)
3
Don’t change colors beyond the approved
palette.
4
Don’t use over low contrast backgrounds.
5
Don’t rearrange the logo’s elements.