Brand
littledots is a small room online for people who treat travel as the point of life, not a break from it. Regular travelers who get excited about a window seat, who plan the next trip the moment they are back from one, who share where they have been with people who actually want to hear about it. The brand should feel like the people in it. Warm, a little playful, never loud, never glossy. It is built around dots, faces, and a gradient that runs from morning gold to evening lavender.
The mark
Surface noisyness
Three families share the same idea: a face surrounded by dots. Pick the one that fits the environment, then stick with it.
Organic
Painterly and irregular. The canonical mark for everything by default. The dots are hand shaped, not perfect circles, which is what gives the brand its warmth.
Simple
Round circles in varied sizes, scattered loosely around the face. A friendlier reading at smaller sizes when the organic shapes get noisy.
Simplest
A tidy ring of circles around the face. The most reduced form. Reach for this at favicon size, in a tab, or wherever the mark needs to read in a glance.
Background variants
Variants for different surfaces.
White
Flat white instead of the gradient.
Use when the gradient clashes with the surrounding palette.
Monochrome
Single color on white.
Icon sets, email signatures, anywhere color is awkward.
Transparent
No background.
Drops onto whatever is underneath.
Color
The brand lives on a 135 degree gradient that shifts from gold to lavender. Both ends matter. Neither is the brand color by itself.
Background gradient, light
#fee368 → #ae92f4
Brand primary, light
#6d28d9
Background gradient, dark
#231a00 → #100825
Brand primary, dark
#c4b5fdc
#fee368 → #ae92f4
(Tailwind violet 700)
#3c1a8e
#231a00 → #100825
(Tailwind violet 300)
#ede9fe
- Background gradient, light:
#fee368to#ae92f4 - Background gradient, dark:
#231a00to#100825 - Brand primary, light:
#6d28d9(Tailwind violet 700) - Brand primary, dark:
#c4b5fd(Tailwind violet 300) - Body text, light:
#3c1a8e - Body text, dark:
#ede9fe
The same palette runs across the website, the apps, and other properties.
Type
System fonts only. Whatever face the operating system gives, we lean into it. It keeps pages light, loads instantly, and reads as native everywhere.
font-family: -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, Helvetica, Arial, sans-serif;Headings track tighter (-0.01em), body sits at 1.05rem, weights are 400 for body and 700 for emphasis. No web fonts ship with the brand.
Voice
We write the way the app feels. Second person. Warm and direct. A bit playful when it earns it, never cute by default.
The vocabulary the product uses is the vocabulary the brand uses: dots, trips, places, memories.
Short sentences. Periods, commas, and parentheses do all the work.
Downloads
Everything on this page is hosted at :qcanonical at littledots.com/get/brand/. Take what you need.
