The SELF brand

Download logos

SELF Wheel — Black

SELF Wheel — White

SELF Full — Black

SELF Full — White

Colour palette

Primary

Dark UI

SELF Gradient

Neutrals

Typography

Font Plus Jakarta Sans

Simple. Private. Yours.

Light 300 The future of technology is yours

Regular 400 The future of technology is yours

Medium 500 The future of technology is yours

SemiBold 600 The future of technology is yours

Bold 700 The future of technology is yours

ExtraBold 800 The future of technology is yours

Usage guidelines

Do

• Use only the approved logo files provided on this page
• Use the black logo on light backgrounds; the white logo on dark backgrounds
• Maintain clear space around the logo at all times (see below)
• Use SELF Blue #0052FF as the primary accent in digital contexts
• Scale the logo proportionally
• Always write "SELF" in full capitals in body copy and communications

Don't

• Stretch, skew, or distort the logo in any direction
• Recolour the logo or apply tints, gradients, or opacity
• Add drop shadows, outlines, glows, or other effects
• Place the logo on busy, patterned, or low-contrast backgrounds
• Use the logo smaller than the minimum size (see below)
• Set the word "SELF" in any typeface as a logo substitute — always use the approved logo files

Clear space & minimum size

× 1 unit

× 1 unit

× 1 unit

× 1 unit

Wheel mark — clear space equals the diameter of the wheel on all sides

× 1 unit

× 1 unit

× 1 unit

× 1 unit

Full logo — clear space equals the cap-height of the wordmark on all sides

24 px — digital minimum

24 px height — digital minimum

Below these sizes legibility degrades. For print, apply a 10 mm minimum height.