# WaterPesa Brand Guide

## Brand idea
WaterPesa combines water clarity with financial clarity. The visual system should feel modern, trustworthy and useful—not like a charity campaign and not like a generic bank.

## Primary lockup
Use `waterpesa-logo-horizontal.svg` on light backgrounds. Preserve clear space equal to at least half the drop-mark width around the logo.

## Mark
The drop contains a flowing wave motif. Use the mark alone for app icons, favicons and compact navigation only when WaterPesa is already identified nearby.

## Colors
- Deep Navy — `#073A82` — trust, text, primary structure.
- Water Blue — `#0B8FF7` — primary action and Pesa accent.
- Aqua — `#11C9BB` — savings and positive resource signals.
- Sky — `#EAF7FF` — backgrounds and soft panels.
- Ink — `#082E70` — display type.
- Muted — `#56719A` — secondary type.
- Positive Green — `#18A85B` — verified positive change, not generic decoration.

## Typography
Web UI uses Inter when available, falling back to system sans-serif. Use strong, compact headlines with negative letter spacing and simple body copy.

## Photography
Prefer real Kenyan water, buildings, infrastructure, homes and city contexts. Avoid generic “blue water splash” stock imagery when a real context can explain the product better.

## Motion
WaterPesa motion is calm flow: 150–350ms UI interactions, subtle vertical lift, soft wave/float motion. Respect `prefers-reduced-motion`.

## Copy
Lead with the user task. Use precise language: “possible leak” rather than “leak detected” unless the system truly verifies the event. Use “estimated savings” only when the inputs and calculation are explicit.