Brand guidelines · v0.1 · Sep 2026
matters.in brand
The identity system for matters.in — logo, colour, type and stationery, and how to use them together.
About the name. In Sanskrit, 'maa' relates to significance or importance, suggesting a focus on what is meaningful or essential.
Logo
The wordmark is the primary logo. Use the monogram where space is tight — app icons, avatars and favicons.
Clear space: keep at least the height of the “m” free on every side of the logo.
Colour
A deliberate palette: the primary carries the brand, the accent is for emphasis — use it sparingly.
#1A1A1ARGB 26, 26, 26#000000RGB 0, 0, 0#C8102ERGB 200, 16, 46#141414RGB 20, 20, 20#F5F2ECRGB 245, 242, 236Typography
Three faces, each with one job. All are free to use from Google Fonts.
Display · Playfair Display
Headlines and the wordmark
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Text · Source Serif 4
Body copy and interface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Mono · IBM Plex Mono
Labels, data and code
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Type scale
H1 · 56pxWhere Every Issue MattersH2 · 36pxWhere Every Issue MattersH3 · 24pxWhere Every Issue MattersBody · 17pxWhere Every Issue MattersCaption · 13pxWhere Every Issue MattersLogo usage
A few rules keep the brand recognisable everywhere it appears.
Stationery
Business cards, letterhead and email signature.
hello@matters.in
www.matters.in
Founding Team
matters.in
hello@matters.in · www.matters.in
www.matters.in
Explorations
Alternative wordmark directions considered for matters.in. Each downloads as SVG.
Social
Profile picture, cover image and the link preview that appears when the site is shared.