Brand Identity
Neev Brand Book
The visual language of India's parent-governed AI guide for children. Heritage meets precision.
01 — Logomark
The Neev Mark
The letterform “N” references the Devanagari shirorekha (headline stroke) — a nod to Indian typographic heritage. The gold gradient evokes warmth and trust. The rounded square frame signals safety and approachability for children.
Clear space: Maintain minimum clear space equal to the height of the “N” letterform around all sides. Never distort, rotate, add effects, or change the gradient direction. The logomark should never appear smaller than 24px.
02 — Colour
Colour Palette
Deep indigo conveys trust and authority. Gold evokes Indian heritage and warmth. The palette is designed to feel premium, safe, and culturally rooted.
Core Brand
Indigo
Primary. Authority, trust, depth.
Indigo Light
Secondary dark. Gradients, headers.
Indigo Soft
Interactive. Links, accents.
Gold
Brand accent. Heritage, warmth.
Gold Light
Highlight. Gradient tops.
Gold Dark
Grounding. Gradient anchors.
Neutrals & Surfaces
Ivory
Primary background
Cream
Elevated surfaces
Muted
Subtle backgrounds
Warm Gray
Body text, captions
Slate
Strong body text
Functional Accents
Rose
Rose Light
Emerald
Amber
Cyan
Violet
03 — Typography
Typefaces
Two typefaces form the Neev voice. Space Grotesk for display — geometric, modern, precise. DM Sans for body — warm, readable, humanist.
Display
Space Grotesk
Headings, titles, metrics, brand messaging
Meet Neev
Eight Minds. Infinite Possibilities.
Voice AI Guide for Children
Screen-free. Voice-first. Built for Indian children.
Body
DM Sans
Body text, descriptions, UI labels, captions
India's premium parent-governed AI voice guide for children.
Screen-free, safe, and designed to grow with your child.
Every interaction is age-appropriate, educationally structured.
Built for Indian families by Truss Studios. No ads, no data selling.
Type Scale
04 — Gradients
Gradient System
Gradients are used sparingly — for brand moments, CTAs, and hero elements. Never for body text backgrounds or small UI elements.
Gold
Primary CTA, brand accent
linear-gradient(135deg, #D4A574, #E8C9A0, #D4A574)
Indigo
Dark headers, hero sections
linear-gradient(135deg, #1E1B4B, #312E81, #4338CA)
Luxury
Animated gradient text
linear-gradient(135deg, #1E1B4B, #D4A574)
Hero
Landing page background
linear-gradient(135deg, #FFFBF5, #FFF8EF, #F5F0EA)
05 — Persona System
Eight Minds
Each persona has a dedicated colour, emoji identifier, and voice personality. Colours are used for UI borders, status indicators, and subtle background tints — never for large fills.
Buddy
Warm Guide
Katha
Storyteller
Guru
Teacher
Champ
Coach
Ganith
Math Wizard
Paheli
Riddle Master
Kalpana
Creative Genius
Khoji
Explorer
06 — Voice & Tone
How Neev Speaks
The brand voice adapts to its audience. Warm and simple for children. Trustworthy and precise for parents. Confident and visionary for investors.
To Children
Warm, curious, encouraging
Do
"Wah! That was such a great answer, yaar! Want to try a harder one?"
Don't
"Based on your performance metrics, your accuracy rate has improved."
To Parents
Trustworthy, transparent, empowering
Do
"Aarav had 3 conversations today. Katha helped him explore Ramayana. Mood: curious and happy."
Don't
"Your child's engagement KPIs exceeded benchmarks this quarter."
To Investors
Confident, data-driven, visionary
Do
"280 million children. Zero purpose-built, parent-governed AI learning guides. The window is open now."
Don't
"We're super excited about this amazing opportunity!!!"
07 — Design Principles
Guiding Rules
Heritage, Not Nostalgia
Root in Indian culture (Devanagari motifs, gold warmth, Panchatantra) without being kitschy. Modern execution, timeless references.
Simplicity as Luxury
Restraint is the signature. Thin dividers over thick borders. Font-semibold over font-extrabold. Breathing room over density.
Safety Is Visible
Trust badges, encryption mentions, and parental controls should always be present — never hidden. Parents should feel safe at every touchpoint.
Child-First, Not Childish
Accessible to children (large touch targets, clear states, playful animations) while maintaining a premium aesthetic that parents respect.
Gold Sparingly
Gold is the accent, never the base. Used for CTAs, dividers, and subtle glows. Overuse diminishes its premium signal.
Voice Before Visuals
Neev is voice-first. The UI serves the voice interaction — it should never compete with it. When the child is speaking, the interface recedes.
Neev Brand Book · Truss Studios · April 2026 · Confidential