Brand guidelines

Use this page when you build partner pages, embeds, emails, or store listings that sit next to NextUp. Soft Wash is the visual system: calm mint washes, mineral ink, and quiet type. It should feel like a lobby that breathes, not a neon dashboard.

Related brand docs:

Page	Use it for
How to reference NextUp	Official site paths, naming in prose, attribution lines
Visual assets	Favicon, Open Graph, email hero URLs from `ORIGIN`

Names

Use	When
NextUp	Default product name in UI, docs, and press
NextUp QMS	When you need to stress queue management
Soft Wash	The design language and UI kit tone, not a separate product

Do not invent spellings (NextUp, next-up, Next Up). Do not call the product Soft Wash alone in customer-facing copy.

Logo and wordmark

Marketing chrome uses a text wordmark: the word NextUp in Fraunces, ink color, tight tracking. There is no separate illustrated mascot required for attribution.

Prefer the wordmark over a cropped screenshot of the app chrome.
Keep clear space around the word roughly the height of the capital L.
Use dark ink on light wash backgrounds, or reverse to white only on deep teal or navy fields.
Do not outline, bevel, stretch, or put the wordmark inside a busy photo collage.
Do not recolor the wordmark to arbitrary brand hues (no purple glow, no neon).

Small marks for tabs and emails use the public favicon assets (see Visual assets).

Soft Wash colors

Core tokens used on the marketing site and transactional email:

Token	Hex	Role
Mint	`#d8eee6`	Soft wash background
Mint deep	`#b8ddd0`	Borders, soft fills
Ink	`#1c2a28`	Primary text and wordmark
Coral	`#e07a5f`	Accent and primary CTA energy
Teal	`#3d7a6f`	Links and secondary emphasis
Navy	`#2c3e50`	Muted labels and footers
Cream	`#f7f4ef`	Warm paper alternate

Pair mint wash + ink text for calm surfaces. Use coral sparingly for one primary action. Avoid stacking every accent in one viewport.

Typography

Role	Family	Notes
Display / headings	Fraunces	Semibold; slight negative letter-spacing
Body / UI	Outfit	Regular, medium, and semibold

Fallbacks: Georgia for Fraunces, system UI sans for Outfit. Do not substitute Inter, Roboto, or Arial as the face of NextUp marketing.

Tone

Calm, direct, guest-friendly language.
Prefer short sentences and concrete floor words (kiosk, ticket, counter).
No em dashes in NextUp UI or published copy; use a period, colon, or hyphen.

Do and do not

Link to official NextUp URLs for product, pricing, and docs (see How to reference NextUp).
Keep partner chrome visually quieter than the Soft Wash surfaces you embed.
Credit NextUp when you reuse public OG or favicon artwork.

Do not

Imply that your fork or white-label is the official NextUp cloud.
Mix Soft Wash mint with purple-indigo gradient themes or heavy multi-layer glow.
Place detached promo stickers or fake badges over NextUp screenshots.
Use NextUp marks to endorse unrelated products.