Brand foundations
Everything an invitation needs to look like ours: six colours, three typefaces, one voice, and the handful of rules that break the brand fastest when they are ignored.
Revision 2 · White
01
What changed
Revision 1 is superseded. Nothing here is optional.
Revision 1 sat on a grey-biased paper ground with a full automatic dark theme and a near-black RSVP band. In practice that dark theme fired for every visitor whose system was set to dark — which meant most people never saw the brand at all. They saw its inverse.
Revision 2 is white, and only white. The dark theme is removed rather than hidden, so the palette below is the palette everyone sees. The structure a dark slab used to provide now comes from a single silver hairline and one soft grey band.
02
Colour
Six values. Silver is the structural one — it draws every rule and border on the site.
The ratio to hold
- White 52%
- Mist 16%
- Ink 22%
- Rose 7%
- Brass 3%
White and mist together hold about two thirds of any page. Once rose passes roughly 8% it stops reading as a signature and starts reading as a theme colour.
Contrast, measured
Every text pairing on white clears WCAG AA. Measured, not estimated: ink 16.5:1, body grey 6.9:1, rose 5.5:1, caption grey 4.6:1. Caption grey is the floor — it sets 11px uppercase, which counts as small text, so it cannot be lightened further. Silver sits deliberately below the threshold and is therefore barred from carrying type.
03
Type
Three faces, three jobs. All SIL Open Font License, so self-hosting stays available.
Bodoni Moda · Display
500 · roman & italic
Every wedding begins with a yes.
- Names, dates, headlines and the wordmark only.
- Never a paragraph, never a form label, never below 18px — its hairlines break up at small sizes.
- Italic is reserved for the connective words: and, yes.
Instrument Sans · Body & UI
400 – 600
Choose a design, tell us about your day, and we build your invitation as a single beautiful link — one you can text, email, or print as a QR card. Revisions included, RSVPs tracked for you.
- All running text, every button, every label.
- Running measure stays near 65 characters.
- Uppercase labels take 0.14em letter-spacing at 600 weight.
DM Mono · Data
300 – 500
RSVP BY 14.04.2027 · 94 ACCEPTED · 34 AWAITING
- Dates, counts, codes, plate numbers, and the invitation’s own address.
- Anything read as a figure rather than a sentence.
04
Voice
Warm, certain, unfussy. No emoji in guest-facing copy, ever.
| Situation | We write | Not |
|---|---|---|
| A guest responds | Reply | Submit |
| A couple signs off a proof | Approve | Sign off |
| Asking for the work | Begin your invitation | Get started now |
| A guest cannot attend | Regretfully declines | Not attending |
| Pricing enquiry | Enquire | Buy now |
Guests reply. Couples approve. Nobody submits anything.
05
The invitation is a phone
The product is a link. It is shown in the device it is opened on.
The invitation is never presented as a flat card floating on a page. It is shown inside a device frame, because the thing being sold is a link a guest opens on a phone — not a piece of stationery.
The bezel is ink, the screen is white, and the brass inner frame sits inside the screen, never on the bezel. The frame is drawn in CSS, so it stays sharp at any size and costs no image weight.
Correspondence
- hello@thebeautifulyes.com Primary
- info@thebeautifulyes.com General
- contact@thebeautifulyes.com Enquiries
Together with their families
Amara OkaforandThomas Reyes
request the honour of your presence
Saturday, the fourteenth of June
RSVP BY 14.04.2027
06
Standing rules
The things that break the brand fastest.
- No dark theme. A new colour is added once, to the single :root block.
- Brass is a 1px mark. The moment it becomes a fill or a large area, it reads as gold plastic.
- Silver draws lines and never sets type.
- Bodoni never drops below 18px.
- No stated prices. Every package ends in Enquire until real pricing exists.
- Specimen names — Amara Okafor, Thomas Reyes, Ardmore House — are placeholders, not clients.
- Competitor material stays out of anything published. Reference for scope, never for markup.