A world worth
wondering about.
Brand guidelines and working assets
for QURI’s world of curiosity.
Version 1.0
24 October 2026
QURI / Brand guidelines Identity system · v1.0
A world worth
QURI / Brand guidelines Identity system · v1.0
Curiosity, with company.
QURI brings curiosity and query together: a question starts a journey, and a companion makes the next step feel inviting.
What QURI is
A planned learning game for Telegram, built around short questions in Technology, Finance and Science. Players explore, understand an explanation and grow alongside a robot companion.
Who it is for
Curious people who want an approachable way to learn a little, return often and see their progress. The visual world should welcome a first-time learner without talking down to them.
The brand promise
Make the next question feel worth following.
Identity rules describe the current QURI visual system. Product, collection and economy features remain plans until separately released.
QURI / Brand guidelines Identity system · v1.0
Your patient companion.
Curious, companionable, grounded and quietly playful. Carry the same personality from a public post to a small game screen.
Follow your
curiosity.
Explore Technology,
Finance and Science.
Social
Curious and quietly playful: invite one discovery, use one QURI image and give the message room. Keep the logo and destination clear.
Learning conceptYour next
discovery
Technology trailStart with a question
QuestsCompanionArenaVault
Mobile
Companionable and grounded: show one focused task, a readable trail and quiet navigation. Keep progress truthful and future features clearly labelled.
These application studies show brand composition. They are illustrative layouts for future production work.
QURI / Brand guidelines Identity system · v1.0
One leaf. One QURI.
The leaf and the rounded uppercase wordmark form the primary identity. Use the supplied outlined artwork; do not rebuild the letters.
Primary horizontal lockup / Forest on Paper
Reversed / Cream
Wordmark / supporting use
Leaf / compact identityPrimary
Use the leaf-and-wordmark lockup for headers, covers, partner placements and introductions.
Compact
Use the leaf when QURI is already named nearby, or when the full lockup would be too small.
Single colour
Forest, Cream, White and Black exports are included. Keep one colour throughout each logo.
QURI / Brand guidelines Identity system · v1.0
Give the leaf room.
Treat the lockup as one piece. Protect its proportions, relationship and surrounding space.
xxx = the width of the leaf symbol
Clear space
Leave at least one leaf-width, x, around the outside of the complete lockup. Text, images and container edges stay outside this space.
Recommended minimums
| Asset | Digital | |
|---|---|---|
| Horizontal lockup | 100 px wide | 25 mm wide |
| Wordmark | 72 px wide | 18 mm wide |
| Leaf | 20 px wide | 5 mm wide |
These are v1.0 usage standards for normal production. Increase the size for embroidery, low-resolution output or difficult substrates. Test the actual medium.
On a photograph: choose a quiet region with reliable contrast. Use the reversed lockup over the forest or sky treatment; move the logo when the crop changes.
QURI / Brand guidelines Identity system · v1.0
Keep the identity intact.
Use the original exports at their natural aspect ratio. The examples below show treatments to avoid.
Scale uniformly; keep the leaf and letters together.
The standard identity stays upright.
Use one of the four supplied colourways.
Cream needs a sufficiently dark ground.
QURI
Use the outlined wordmark, not typed letters.
No decorative outline, glow or enclosing badge.
QURI / Brand guidelines Identity system · v1.0
Forest holds the world.
Paper gives the world space. Sage supports it; the accent and sky remain deliberate, occasional notes.
Forest
#214E3B
RGB 33, 78, 59
Primary ink, dark fields and core identity
Paper / Cream
#F6F8EF
RGB 246, 248, 239
Main canvas and reversed text
Soft Sage
#E5EFDC
RGB 229, 239, 220
Quiet surfaces and interface groups
Canopy / Sage
#D3E3C8
RGB 211, 227, 200
Secondary section fields
Leaf Accent / Leaf
#CCDAAD
RGB 204, 218, 173
Selected moments and soft calls to action
Sky
#2E7696
RGB 46, 118, 150
Scene atmosphere and focus affordance
Supporting text: Muted Green #4E6659. Utility: White #FFFFFF, Black #000000. Neither replaces Forest as the default brand ink. Token aliases: Cream = Paper; Sage = Canopy; Leaf = Leaf Accent.
Colour distribution: let Paper or Forest dominate each composition. Use one supporting field at a time. Avoid turning each game feature into a separate colour system.
Print: HEX/RGB are the master digital values. Derive CMYK using the printer’s ICC profile and approve a physical proof; no Pantone match is specified.
QURI / Brand guidelines Identity system · v1.0
Readability is part of the look.
Use measured pairs for information. A beautiful field is not automatically a readable text surface.
AaForest / Paper
AAA normal text8.83:1
AAA normal text8.83:1
AaForest / Soft Sage
AAA normal text7.99:1
AAA normal text7.99:1
AaForest / Leaf Accent
AA normal text6.40:1
AA normal text6.40:1
AaWhite / Sky
AA normal text5.06:1
AA normal text5.06:1
AaSky / Paper
AA normal text4.72:1
AA normal text4.72:1
AaMuted Green / Paper
AA normal text5.82:1
AA normal text5.82:1
For text and controls
Target at least 4.5:1 for normal text and 3:1 for large text. Use at least 3:1 for essential control boundaries and focus indicators against adjacent colours.
Never rely on colour alone
Pair success, incorrect answers, selection and disabled states with a label, icon or structural change. Keep keyboard focus visible and separate from hover.
Aa
Avoid White on Leaf Accent
1.48:1. Use Forest instead. Soft Sage on Paper is only 1.11:1 and cannot carry essential boundaries alone.
Ratios use the WCAG relative-luminance formula for solid sRGB colours. Re-measure over images and transparency. Reference: W3C text contrast and non-text contrast.
QURI / Brand guidelines Identity system · v1.0
A warm voice, a clear explanation.
Grandstander carries personality. Inter carries meaning. Limit the system to these two active families.
Follow your
curiosity.
Grandstander / Black 900
Display, headings and the QURI identity
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
0123456789 ? ! &
A question is
a good place to start.
Inter / Regular 400 and Medium 500
Body, navigation, buttons, labels and explanations
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj
0123456789 ? ! &
Source files: the supplied WOFF2 subsets are the exact active production fonts. Include their OFL licences when redistributing font files. Outlined logo SVGs do not require a font installation.
QURI / Brand guidelines Identity system · v1.0
Let the words breathe.
Use a decisive display scale and a calm reading size. Keep headlines concise enough to fit two lines.
| Role | Public website reference | Behaviour |
|---|---|---|
| Display / H1 | Grandstander 900 · 46–100px | Line-height 0.98; tracking−0.045em |
| Section / H2 | Grandstander 900 · 34–56px | Line-height 1.05; tracking−0.035em |
| Subheading / H3 | Grandstander 900 · 24–28px | Line-height 1.1; tracking−0.025em |
| Body | Inter 400 · 16–18px | Line-height 1.55–1.6; measure 55ch |
| Actions | Inter 500 · 18px | Plain labels; stable target size |
| Supporting notes | Inter 400 · 14px minimum | Supporting content, never the only key fact |
English and Vietnamese
Load both the Latin and Vietnamese subsets. Preserve diacritics, allow taller line boxes and test real translated labels before release.
Tò mò mở ra những câu hỏi mới.
Cùng QURI khám phá mỗi ngày.
Editorial discipline
Prefer sentence case. Avoid all-caps paragraphs, decorative monospace, tightly tracked body copy and manual line breaks that fail on phones. Use tabular numerals for an updating clock.
The Home hero’s uppercase heading and rounded navigation are retained signature treatments. They are not a rule for every paragraph or panel.
QURI / Brand guidelines Identity system · v1.0
Recognisable before it moves.
Keep the robot consistent across a card, a scene, a seal reveal and a small Telegram screen.
The recognisable features
- A soft cream shell with warm, believable material.
- Large dark, glossy eyes and a small friendly mouth.
- Sage-green circular ear pieces.
- Small articulated body and rounded proportions.
- Quiet curiosity rather than exaggerated performance.
The role
QURI is a learning companion: attentive, patient and ready to discover. Show it reading, observing, preparing or exploring with objects that have a reason to be there.
Protect the identity
Keep the head, eye placement, materials and scale consistent. Do not replace the mascot with a generic robot, human character, neon machine or an invented premium identity.
QURI / Brand guidelines Identity system · v1.0
A physical world for ideas.
Soft daylight, meadow greens and tactile objects make the game world feel welcoming and coherent.
Materials and light
Use cream enamel, wood, canvas, paper, brushed metal and small plants. Keep one soft daylight direction and restrained, grounded shading.
Composition
One main subject, a simple silhouette and useful breathing room. Props must read at phone size and support a question, discovery or companion action.
Transparent artwork
Use true alpha and place cutouts directly on Paper, Sage or Forest. Avoid baked rectangles, bright fringes, hard pasted edges and mismatched light.
Avoid
Neon gradients, generic plastic icons, unrelated fantasy props and clutter near faces. Keep interface labels as real text.
Use the supplied production assets first. New artwork should reference the canonical QURI and the existing material/light palette, then be reviewed beside them at phone size.
QURI / Brand guidelines Identity system · v1.0
Objects tell the story.
Keep supporting artwork specific to learning and discovery. Use simple icons for actions, not as a substitute for the world.
Seals, plants and study objects recognise learning.
Cards and folios suggest companions and progress.
Use the existing material family; avoid money imagery.
Action icons
Use the supplied production SVG action family at its native size, with approximately 1.5–2px visible strokes. Preserve filled play icons and the supplied path weights. Keep arrow, pause/play, close and menu forms consistent. Decorative icons are hidden from assistive technology.
Meaning before decoration
Give an icon-only control an accessible name and at least 44×44px target. Pair unfamiliar game symbols with words. Do not place every icon in a tinted square.
QURI / Brand guidelines Identity system · v1.0
Room for every discovery.
Build public pages as generous story chapters. Build the mini app around a focused action and a clear game state.
Public website
- A 1344px content frame with 20–48px side gutters.
- A clear headline, one supporting thought and an obvious next action.
- Large, purposeful artwork and varied section compositions.
- Open lists and field notes instead of cards nested inside cards.
Mobile
- Recompose and stack; do not squeeze a desktop spread.
- Keep headings within two lines and primary actions reachable.
- Use natural document flow and44px minimum touch targets.
- Support safe areas, keyboard focus and meaningful reading order.
Game Companions ProjectFollow your
curiosity.
A learning game with a companion.
Layout reference
The same clear hierarchy must survive a narrower crop.
The same clear hierarchy must survive a narrower crop.
The public header changes to its mobile menu at 820px. The Telegram product is mobile first; do not copy a desktop site’s full navigation into its game frame.
QURI / Brand guidelines Identity system · v1.0
Simple controls. Honest feedback.
The world can be expressive while the controls remain direct, readable and predictable.
Public actions
Public body buttons use a Forest fill with Paper text, Inter Medium, a 52px minimum height and a 4px radius. Text links are underlined and have a 44px target. The Home header/hero retains its rounded signature actions. Its navigation alone may use rgba(50,85,62,0.78), or 0.86 on paper pages, with 12px backdrop blur. Keep body panels opaque.
Focus, hover and press
Show a visible 3px focus outline with breathing room. Use a small hover lift and restrained press response. Never make hover the only way to discover an action.
Game feedback
A useful next question
That answer is not quite right. Read the explanation, then try another discovery.
Read the explanationExplain what happened and what to do next. Pair earned seals with a readable name. Keep loading, empty, error and disabled states explicit; never show a fake success.
No pretend product
A planned feature must be named as planned. Do not draw a working wallet, marketplace or payment result unless that experience actually exists.
QURI / Brand guidelines Identity system · v1.0
Alive, without the wobble.
Motion should reveal attention and reward a real event. The robot’s identity and the scene’s registration remain stable.
0s3s
Production sprite loop: 72 frames · 24 fps · 3000 ms
Registered local motion
Keep the approved base fixed. Animate selected details using the supplied atlas and manifest coordinates. These are patch atlases, not full-frame poses: use the matching renderer and base.
A motion hierarchy
Idle motion stays subtle. Tie each seal or reward reveal to an earned event, then settle into a readable state. Do not loop celebrations over the task.
Playback and access
Respect reduced motion and offer a quiet pause control. Stop artwork offscreen, while the document is hidden or its screen is inactive. Clean up on unmount.
Avoid
No whole-image wiggles, repeated scaling, flashing or visible loop resets. The paused composition must still look finished.
Public entrances use the existing ease-out curve cubic-bezier(0.16,1,0.3,1). Small control feedback is around 180–200ms; content entrances are 560–1000ms. These are references, not a requirement to animate every block.
QURI / Brand guidelines Identity system · v1.0
Invite. Explain. Encourage.
Speak like a patient companion. Name the action, show the learning and leave unsupported promises out.
Use
“Explore technology, finance and science.”
“Read the explanation, then keep exploring.”
“A planned collection of ten companions.”
“Your next question is waiting.”
Avoid
“Unlock unlimited knowledge instantly.”
“Wrong! You failed this challenge.”
“Buy a guaranteed income-generating genius.”
“Everyone is earning. Don’t miss out.”
Website
Say what QURI is early. Use short headlines, concrete descriptions and one primary action per view.
Game and Telegram
Keep instructions brief, explanations useful and error recovery clear. Celebrate effort without invented rankings or opponents.
Social and partners
Use a simple subject-specific message, one QURI visual and the supplied logo. Name concepts as plans; do not imply a live product or financial return.
Reward points, intelligence, energy and seals describe game systems. Do not present them as measured human IQ, guaranteed earnings, investment returns or proof of AI training.
QURI / Brand guidelines Identity system · v1.0
Use the files. Keep the system.
A recognisable QURI comes from consistent source artwork, readable information and an honest story.
Inside this package
| Guide | PDF for sharing; HTML and Markdown for editing and offline reference. |
|---|---|
| Logos | Outlined SVG masters and transparent PNG exports in four colourways. |
| Fonts | Active Latin and Vietnamese WOFF2 subsets with their original OFL licences. |
| Artwork | Selected original production mascot, subject scenes and supporting objects. |
| Motion | Selected exact atlases, matching metadata and a reference playback example. |
| Tokens | Colour and typography values in CSS/JSON; file manifest and checksums. |
Before publishing
- Use the correct logo colourway and clear space.
- Verify contrast over the final background or crop.
- Load both language subsets where needed.
- Check real copy at phone and desktop sizes.
- Keep QURI’s face, materials and silhouette consistent.
- Test keyboard, touch, pause and reduced motion.
- Label unreleased features as planned.
- Confirm the intended action actually works.
Governance
The project owner maintains the master files and approves changes to the identity. Update the version and change note when those masters change. Keep dated campaign details outside this evergreen guide.
Version 1.0 · 24 October 2026 ·quri.dev
Font licences accompany their files. Brand assets identify QURI; this package does not grant a separate trademark licence.