Branding

01.Spectrum

02.LogosDownload all logos

Our signature mark

Our signature mark is the clearest expression of the Syrup brand. It’s designed to show up with confidence. It’s simple, intentional, and unmistakable as the Syrup name. Built for clarity at every scale, the mark holds its own across digital and physical environments without needing explanation or embellishment. When in doubt, this is the version to use.

Available formats

Syrup’s logo is available in three approved formats: the full Syrup wordmark as the primary logo, the “S” drip, and the Syrup seal. Each format is designed to serve a distinct purpose while remaining unmistakably Syrup.

To protect clarity and recognition, the logo should only appear in these approved variations. How the mark is brought to life across channels should always feel intentional and consistent. Limiting usage to these formats strengthens recognition over time and ensures the brand shows up with the same confidence everywhere it appears.

Primary Logo

"S" Drip

Syrup Seal

Logo clearspace

Every version of the Syrup logo should have room to breathe. Don’t crowd it up against other elements unnecessarily. Always leave about a S’s worth of space between the logo and any other elements on the page.

Minimum size

To ensure the Syrup logo remains clear and legible, each logo format has a minimum size requirement. The primary logo should never appear smaller than 0.5” wide. If space constraints require a smaller footprint, use one of the approved secondary logo formats instead.

The “S” drip should never be smaller than 0.25” wide, and the Syrup seal (S with tagline) should not appear smaller than 0.75” wide. These minimums protect the integrity of the mark and ensure it always shows up with the clarity and presence it was designed for.

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Don’t change the logo’s color

Don’t position the logo on an angle

Don’t outline the logo

Don’t distort the logo

Don’t place the logo over busy backgrounds

Don’t display other elements within the logo’s designated clear space

Don’t crop the logo in any way

Don’t add special effects to the logo

Don’t use the logo within text

03.Key messaging

04.Colors

Primary Colors

The Syrup color palette is intentionally minimal, built around three core colors - off-white, white, and black - to keep the brand clear, confident, and timeless.

Gradients

Gradients are used as accents and background elements to bring energy, movement, and a sense of fun to the Syrup brand. They add visual interest and dynamism without overpowering the message.

Using our color

Syrup’s colors should always appear in gradient form, never as flat fills. Gradients are used intentionally as accent elements or backgrounds to add energy and motion without competing with the message. All primary content - text, content, and core UI elements - should sit on the foundational color palette of near-white, white, and black. This approach keeps communication clear, consistent, and mature while allowing color to enhance, not distract from, the story being told.

05.Typography

Overview

Typography is a core element for our visual look and feel. It delivers information with clarity and legibility, and giving character and personality to our brand. While our words are what we say, our typography is how we say it.

A closer look

Typography in use

This example shows how our typography system works in practice, combining Degular Display, Degular Text, and IBM Plex Sans to create clear hierarchy and flow.

All headers and buttons use sentence case by design. Sentence case keeps our messaging human, confident, and easy to read. It reflects how Syrup communicates: direct, thoughtful, and grounded, across every touchpoint.

06.Photography

Subject matter

Photography brings life to the brand and should always highlight the collaborative culture of Syrup. All photography should be high-resolution and high-quality, reinforcing the confidence and professionalism behind our work.

Whenever possible, Syrup uses original company photography. In cases where stock imagery is needed, such as blog posts or select social content, it should closely match the look and feel of our own photography. Stock should feel natural, warm, and human, never staged, overly polished, or generic.

A great resource for photography that fits our brand: Unsplash.com

Image treatment

When photography requires treatment, apply a Syrup gradient overlay using the soft light blend mode. This approach adds energy and cohesion while preserving the natural clarity and integrity of the image. Treatments should always feel subtle and intentional, enhancing the photo, not overpowering it.

07.Elements

Logo graphic

The primary logo can be used as background element on top of gradients. In these cases, the logo should bleed off the page and be treated as a subtle visual layer, using the soft light blend mode at 50% opacity.

Fluid shapes

Fluid shapes are used as expressive brand elements and should be paired with Syrup gradients. When applied to photography or used as overlays, they should use the soft light blend mode to add movement and energy while preserving clarity. These elements should always feel intentional, subtle, and supportive of the content.

Elements in use

When applying visual elements to photography, Syrup treatments should use a gradient overlay set to the soft light blend mode. This approach adds energy and cohesion while preserving clarity and image integrity.