The Good APP

The Good APP

PROJECTS | PEOPLE | FUTURE

Brand Guidelines · Brand Book

Project and development news app

The Good APP Logo

The emblem depicts a tree growing from a hand that holds the trunk. The canopy is made of four central leaves and two lateral leaves in dark green, and a group of outer leaves in a lighter green. At the top, an arc represents the sun. Next to the emblem are the name The Good APP and the tagline PROJECTS | PEOPLE | FUTURE.

Main version (colour)

Logo with full palette: three shades of green and golden arc. This is the reference version in the brand book.

The Good APP in colour

Other versions

The Good APP dark icon for light background The Good APP
PROJECTS | PEOPLE | FUTURE

Dark version for light background. Icon in dark tones for use on light backgrounds. Recommended format: PNG/SVG. Minimum height: 32px.

The Good APP light icon for dark background The Good APP
PROJECTS | PEOPLE | FUTURE

Light version for dark background. Icon in light tones for use on dark backgrounds. Maintain good contrast.

The Good APP Logo

Colour contrast and greyscale

The logo must work both in colour and in single ink (greyscale). The greyscale version keeps the same tonal hierarchy as the colour version: the arc, hand and trunk in darker tone; central and lateral leaves in mid grey; outer leaves in lighter grey. This preserves the emblem's readability in photocopies, stamping, corporate stationery or when only one ink is available.

More about the logo. The name The Good APP and the tagline PROJECTS | PEOPLE | FUTURE are an integral part of the logo; they must not be replaced by another typeface or have their spacing altered. In reduced applications (favicon, app icon), only the emblem (tree, hand and arc) may be used without text, maintaining proportions and clear space.

Clear space: maintain minimum space around the logo equal to the height of the "T" in The Good APP.

Logo elements

The emblem consists of six elements, from bottom to top. Each has a meaning and a colour in the main version.

Hand
Hand. Symbolises the journalist who writes: the hand that holds the trunk shapes the news and supports the narrative. It evokes rigour, craft and responsibility. Colour: dark green (#175A39).
Trunk
Trunk. Represents the application that connects everything: the central axis linking who writes, who reads and the information. Colour: dark green (#175A39).
Four central leaves
Four central leaves. Embody the four pillars of journalism: honesty, clarity, rigour and veracity. They form the ethical and editorial core of the brand. Colour: green #007c42.
Two lateral leaves
Two lateral leaves. Extend the canopy and give breadth to the whole; they reinforce reach and balance between content and its distribution. Colour: green #22a846.
Outer leaves
Outer leaves group. Represent the readers: each receives from those who write the good news that helps them grow. They are the living result of The Good APP journalism. Colour: green #a5dd47.
Arc
Arc (sun). Represents the sun, progress and the joy of good news. It brings light and optimism. Colour: yellow / yellow-orange (#e6b84a).

Colour palette

Colours aligned with nature, growth and clarity. Each has a role in the brand.

Primary colours

Forest green (logo) #175A39 · PANTONE 343 C
Central leaves #007c42
Lateral leaves #22a846
Outer leaves #a5dd47
Golden arc #e6b84a
Monochrome #2F3131 · PANTONE 432 C

Neutrals and backgrounds

Dark text #212529
Mid grey (tagline) #6c757d
Light background #f1f8f4

Typography

Montserrat is the official typeface of the The Good APP logo. Bold for the name (presence and trust), Regular for the tagline. In app and web it can be combined with Roboto for body text.

Logo — Montserrat Bold: brand name in uppercase. Colour green #175A39 (or monochrome #2F3131).

Tagline — Montserrat Regular: PROJECTS | PEOPLE | FUTURE in uppercase, Regular weight. Separator | between words.

Body and UI — Roboto: for news and app content. Recommended scale: 12, 14, 16, 18, 24, 32, 40px.

Best practices

What to do and what to avoid with the logo and visual identity.

Do:

Don't:

Resources

Logo files and emblem parts. Download from the web version of the guidelines (index.html) in the Resources section.

Logo icons (SVG): iconoColor.svg, iconoClaro.svg, iconoOscuro.svg.

Images (PNG): iconoColor.png, avanza.png.

Logo parts (SVG): arco.svg, mano.svg, tronco.svg, hojasinteriores.svg, hojaslaterales.svg, hojasexteriores.svg.