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
The 135 degree wash every page sits on. Both ends matter; neither is the brand colour by itself.
Light #fee368 → #ae92f4
Dark #231a00 → #100825
Brand primary
Buttons, links, anything that wants to be pressed.
Light #6d28d9
Dark #c4b5fd
Body text
Reading colour, never pure black.
Light #3c1a8e
Dark #ede9fe
The same palette runs across the website, the apps, and every other property. These are read from the tokens the stylesheet is generated from, so what is written here is what is on the screen.
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.
Downloads
Everything on this page is hosted at littledots.com/get/brand/. Take what you need.