Brand kit · Anita

Holakare. A hen, two chicks, and an egg.

A light for the people you love.

A calm family care companion. The mark is a hen with a heart-shaped comb, gathering two chicks and an egg under her wings, a household looking after its smallest members. Never a stock ♥ glyph, and never a bird lifted from an icon set.

Brand kit for internal / partner use.

01 · Mark

Preferred product lockup

The hen beside the lowercase wordmark: the web headers, the social card, and anywhere the product has to read as one word on one line. The app's launch, sign-in and onboarding screens use the designer's stacked lockup instead, the hen above the wordmark.

Preferred

The hen beside the wordmark, each drawn for Day and for Night. Written as Holakare in prose. One word, capital H, lowercase k. Icon-only is fine at small sizes (home screen, Watch, favicon), where the hen sits on its Cream field #F7EEE0, Navy #0E2436 for the dark app icon.

The app palette is built from the mark's colors. The art is drawn in Navy #0E2436, Teal #00A4A0, Coral #FD604F and Cream #F7EEE0. Anita's Ink, Asagi, Chochin and PaperWarm now use those values, and Harbor Blue #477A97, Honey Gold #E8B44C and Plum #8A679B set Ramune, Ame and Budo. Each section adds a darker Text and a lighter Soft shade so labels stay readable; those shades are tokens, not mark colors, so never recolor the mark to match them.

Brand-asset colors

The colors the artwork is drawn in. They are not Anita tokens: nothing sits behind them in tokens.json, so they are written literally. They live here, with the mark; the palette below lists the tokens the app actually uses.

The art is flat: these four, plus white for the Day hen's face, are its entire palette (the masters are in design/svg/). You still never hand-match them; every shipped asset is derived from those masters.

Navy
#0E2436

The Day wordmark and the Day hen's outline; the dark app icon's field.

Cream
#F7EEE0

The app-icon field; the Night wordmark and the Night hen's outline.

Teal
#00A4A0

The chicks and the wordmark's leaf; the comb, at Night.

Coral
#FD604F

The comb and the beaks, by Day.

Wordmark

The wordmark ships in two drawings: Navy #0E2436 letters for light canvases and Cream #F7EEE0 for dark ones, each with the Teal #00A4A0 leaf on the k. Both are designer masters; neither is derived by recoloring the other, which would paint the leaf too. There is no section-hue colorway: don't invent one, and don't recolor the wordmark to match a section.

Day · on Paper #0E2436 holakare wordmark, navy on paper
Night · on Ink #F7EEE0 holakare wordmark, cream on ink
There is one app icon, with a dark variant, the Night hen on Navy, that iOS 18 shows when the home screen is dark. No alternates ship: the Indigo / Peach / Sage colorways were retired with the masters they came from, and the old amber-lantern-on-indigo marketing icon no longer exists. Every shipped PNG is derived from the vector masters in design/svg/ by scripts/generate-brand-assets.sh; never hand-edit a generated PNG. See docs/brand-assets.md.

02 · Color

Anita palette

The product UI uses the Anita palette. Every swatch below is painted from the token the app uses, so it stays in sync when the palette changes. Hex values are listed Day / Night. The brand-asset colors under 01 · Mark are not tokens: they have nothing behind them in tokens.json, so they are written literally. If the artwork is recolored, those values have to be updated here by hand.

Surfaces & text

Paper
#FDFBF8 / #181E2E

The screen canvas. Calm, never clinical white.

PaperWarm
#F7EEE0 / #1E2540

Hero-wash base only. Restrained emphasis.

Card
#FFFFFF / #232C48

Groups repeated rows. One card, Line dividers, no shadow.

Well
#F7F3EE / #1D2436

Recessed controls. Search fields, inset groups.

Ink
#0E2436 / #F1EEE4

Primary text. Depth without coldness.

Muted
#5C6579 / #9AA3BC

Secondary text and metadata.

Line
#ECE7E1 / #354062

Hairlines and dividers inside a card.

InkOnBright
#2B211B

The label on Asagi, Chochin and Ame fills, the three section colors light enough that white fails AA on them (3.08:1, 3.02:1 and 1.90:1); InkOnBright reaches 5.10:1, 5.21:1 and 8.28:1. Ramune and Budo take white (4.67:1). Asagi is the caveat: 5.10:1 passes AA but scores APCA Lc 43.6, readable by the ratio, not by eye, which is why buttons fill with Asagi Text rather than Asagi.

Section families

Each tab owns one hue for its whole screen; the section is fixed by the screen, not chosen by the user. One dominant section family per screen. The action hue follows the surface’s section: Chochin is the default, and a Today surface takes Asagi Text instead.

TodayAsagi
Color#00A4A0
Soft#D7F1EF / #0B3534
Text#006A68 / #59DAD6
TreatmentsChochin
Color#FD604F / #FF7766
Soft#FFE1DC / #492B36
Text#B43529 / #FB8B7B
PatientsRamune
Color#477A97
Soft#D8EEFC / #133F5D
Text#3C6C87 / #99C6E1
CabinetAme
Color#E8B44C / #FFCF73
Soft#FFEFD4 / #494131
Text#7E5E19 / #FCD07F
CareBudo
Color#8A679B
Soft#F1E1FA / #38284F
Text#6D4E7C / #C3A9CF

Status

State only, and mutually exclusive: Taken / On track / Valid use Positive, Due now / Expires soon use Attention, and missed / expired / overdue use Critical. Never decoration, never brand chrome.

Positive
#087A4A / #52E3A4

Taken · On track · Valid.

Attention
#A94E00 / #FFB66E

Due now · Expires soon.

Critical
#B91C3B / #FF7893

Missed · Expired · Overdue. Also destructive actions.

Distribution

Paper (3) · Ink (2) · one section accent (1). A screen carries a single dominant section family; entity colors (patient, medicine, doctor, facility) are compact identity accents only, never navigation, never large surfaces, never actions.

03 · Rules

Do / don’t

Do

  • Use the hen-family art as the only brand mark
  • Let each tab wear its own section hue; Today is Asagi
  • Let the action hue follow the surface’s section. Chochin is the default; a Today surface takes Asagi Text, which is why the whole marketing site, a Today surface end to end, fills its CTAs with it, and why the Today tab’s Take button does the same. Fill with Asagi Text, never Asagi: Asagi is too mid-toned for a label (white 3.08:1, and ink passes AA at 5.10:1 but scores APCA Lc 43.6, readable by the ratio, not by eye)
  • Keep Paper as the screen canvas
  • Write the name as one word: Holakare
  • Regenerate assets with generate-brand-assets.sh

Don’t

  • A heart glyph, a lantern, or a stock bird as the logo
  • Treat Chochin as the brand identity; it is the default action hue, not the mark
  • Read the site’s teal CTAs as an exception; they are the section rule applied to a Today surface, the same rule the app follows
  • Recolor the wordmark or the hen; use the Day and Night drawings as shipped
  • Purple gradients or clinical pure-white canvases
  • Status green/amber/red as brand decoration
  • More than one dominant section family on a screen