Brand guidelines · v1.0 · October 2026

How PeerGrowth looks, sounds and moves.

One reference for the team, partners and anyone making something with our name on it. When in doubt: mostly ink and paper, one marigold moment, real numbers.

01 · Story

Growth partners, not vendors.

PeerGrowth is a full-funnel growth partner for Indian Real Estate developers, SaaS companies and D2C brands. We pair performance marketing with our own follow-up automation and CRM, so leads don't just arrive, they convert.

Positioning statement

For Indian businesses that are tired of paying for leads nobody follows up on, PeerGrowth is the growth partner that owns the whole funnel, from the first ad to the closed deal, with the software to prove it.

Mission

Make every rupee of marketing spend traceable to revenue for India's growing businesses.

Why “Peer”

We sit at the table with founders and sales heads as equals. We share their targets, not just their briefs.

Personality

Sharp

not slick

We lead with numbers and specifics. No buzzwords, no vague promises.

Accountable

not defensive

We report what happened, good or bad, and what we'll change next.

Fluent

not foreign

We know RERA, COD, GST and WhatsApp-first buyers. Our playbooks are built for India.

Warm

not casual

We treat clients as peers. We're direct and kind, and never talk down.

Who we serve

Real Estate

Developers and channel partners who need site visits, not just form fills.

SaaS

B2B and B2C software teams chasing efficient pipeline and fast CAC payback.

D2C

Homegrown brands scaling profitably across their own site, Amazon and Flipkart.

02 · Logo

A stem and a signal.

The Peer mark is a lowercase p made from two shapes. The stem is the foundation we build with a client: strategy, systems, CRM. The marigold dot is the signal it carries, the lead that converts. Together they read as a P, a person, and a rising point.

Construction

The mark

Use the mark alone where the name is already present or space is tight: app icons, favicons, social avatars, WhatsApp profile, watermarks.

The wordmark

Set in Bricolage Grotesque SemiBold, all lowercase, tracked to −3.5% and outlined. Lowercase feels approachable, like a peer and not a corporation. In running text, always write the name as PeerGrowth: one word, two capitals.

Clear space & minimum size

X = the width of the stem

XXXX

Lockup, digital96 px wide

Lockup, print25 mm wide

Mark, digital16 px

Mark, print6 mm

Clear space1× stem, all sides

Colour variations

Primary · on Khadi

Reversed · on Kajal

Mono · on Genda

Mono · on photography

✓Use the brand version (marigold dot) whenever colour printing is available.

✓Switch to one-colour mono on marigold, photography or single-colour print like embossing and screen print.

Misuse

Don't stretch or squash

Don't rotate

Don't recolour the dot

Don't add effects

Don't outline

Don't use on low contrast

03 · Colour

Rooted in everyday India.

Every colour is named after a material you'd find in an Indian home. The system is mostly ink and paper, with marigold kept for the moments that matter. If everything is orange, nothing converts.

Kajal

काजल

The kohl that frames the eye. Our ink: confident, precise, never pure black.

HEX
RGB
HSL
Dark mode
Token: --kajal

Headlines, body copy, the logo stem, primary outlines.

Khadi

खादी

Hand-spun cotton. A warm, honest base that makes everything on it feel considered.

HEX
RGB
HSL
Dark mode
Token: --khadi

Page background and the reversed logo.

Genda

गेंदा

Marigold, India's colour of celebration and new beginnings. Our signal: the moment a lead converts.

HEX
RGB
HSL
Dark mode
Token: --genda

The logo dot, primary buttons, the live path through a funnel. Use sparingly.

Proportion

Approximate share of any page or layout

Khadi 60%

Kajal 28%

Genda

Vertical colours (below) replace part of the Genda share only on their own industry pages.

Supporting neutrals

Left: light · Right: dark mode

Khadi Deep

Section bands, hover states, input fills.

Card

Cards, dropdowns, modals.

Kajal 70

Body copy and secondary text.

Kajal 50

Captions, labels, eyebrows.

Line

Borders, rules, table lines. Never for text.

Genda Ink

Links and accent text on light backgrounds.

Vertical colours

One colour per industry we serve

Real Estate

Mitti मिट्टी

Real Estate pages, charts and tags.

SaaS

Neel नील

SaaS pages, charts and tags.

D2C

Neem नीम

D2C pages, charts and tags.

✓Use a vertical colour for tags, chart series and small accents on that industry's pages.

✕Never use vertical colours for buttons. The primary action is always Genda.

Accessible pairings

Ratios computed against WCAG 2.2

Sample	Pair	Ratio	Grade	Use for
Aa	Kajal on Khadi	16.59:1	AAA	All text
Aa	Kajal 70 on Khadi	10.41:1	AAA	Body copy
Aa	Kajal 50 on Khadi	5.24:1	AA	Captions, labels
Aa	Genda Ink on Khadi	4.89:1	AA	Links, accent text
Aa	Kajal on Genda	6.50:1	AA	Primary button
Aa	Genda on Khadi	2.55:1	Fail	Shapes and icons only
Aa	Khadi on Kajal	16.59:1	AAA	Reversed text
Aa	Genda on Night	7.41:1	AAA	Accent text in dark mode

Bright Genda fails as text on Khadi, so it is used only for shapes, fills and icons. When marigold text is needed, use Genda Ink.

04 · Typography

Sharp headlines, human asides.

Four families, each with one job. All are free, open-source Google Fonts, so every partner, freelancer and client team can use them without licence costs.

Display

Bricolage Grotesque

Leads in. Revenue out.

Headlines and the wordmark. Weights 600 and 700. Tracking −3%. A grotesque with a slight wobble, so it never feels corporate.

Accent

Instrument Serif

worth every rupee.

Italic only, and only for one to three words inside a headline. It brings a human voice into a technical sentence.

Body & UI

Geist

Every enquiry answered on WhatsApp in under 5 minutes.

Paragraphs, navigation, buttons and forms. Weights 400 and 500. Highly legible at small sizes.

Data

Geist Mono

₹2,40,000 · 38% CPL ↓ · 4.2× ROAS

Numbers, metrics, labels and eyebrows. Tabular figures keep columns of numbers aligned.

Type scale

Size / line-height · tracking, desktop

Display XL

72 / 0.98 · −3%

Growth you can measure

Display L

56 / 1.02 · −3%

Growth you can measure

Heading

36 / 1.1 · −2.5%

Growth you can measure

Title

24 / 1.25 · −2%

Growth you can measure

Lead

20 / 1.55

Growth you can measure

Body

16 / 1.65

Growth you can measure

Caption

14 / 1.5

Growth you can measure

Eyebrow

12 mono · +8% · caps

Growth you can measure

Writing numbers the Indian way

Currency

₹2,40,000

Always the ₹ symbol, no space. Indian digit grouping.

Large values

₹1.2 Cr · ₹45 L

Use L and Cr in headlines and charts, never M and B.

Metrics

4.2× · 38% · 3 min

The × sign for multiples. Units always shown.

✓Keep the serif accent to one phrase per headline.

✕Don't set body copy in Bricolage, or headlines in Geist.

✓Keep line length between 55 and 75 characters for paragraphs.

✕Don't use all caps outside mono eyebrows and labels.

05 · Voice & tone

Talk like the smartest person in the review meeting.

We write the way a trusted growth lead talks to a founder: specific, numerate, plain-spoken. Indian English with Indian units. Confidence comes from evidence, not adjectives.

Specific over impressive

Name the number, the channel, the timeframe. If it can't be measured, don't promise it.

Plain over clever

Short sentences. Active voice. One idea per line. No jargon the client wouldn't use themselves.

Honest over hype

Show the miss alongside the win. Trust compounds faster than any campaign.

Say this, not that

✓We'll cut your cost per site visit, then show you the CRM report that proves it.

✕We leverage synergistic, data-driven solutions to unlock exponential growth.

✓Your ads worked. Your follow-up didn't: 62% of leads waited more than a day for a call.

✕Unfortunately, there may have been some challenges with lead quality.

✓₹4.8 L spent, 212 site visits, 9 bookings. Here's what we change next.

✕Campaign performance was strong this month with great engagement!

House vocabulary

D2CDTC, e-com brand

Site visitFootfall, walk-in

₹45 L / ₹1.2 Cr$54K, 12 million rupees

Strategy callFree consultation, discovery session

Follow-up automationDrip bot, auto-responder

Leads that convertQuality leads, hot leads

06 · Graphic language

Pills, dots and the funnel.

Our graphics come from the logo's two shapes. Pills are stages and systems. Dots are people and signals. Arranged together they become our signature motif: a funnel where the marigold path is always the converting one.

Signature motif · The funnel

Building blocks

Fully rounded ends (radius = half the width). Corners elsewhere: 24 px for cards, 16 px for inner panels, 999 px for buttons and tags.

Iconography

Lucide set · 1.75 stroke · 24 px grid

Imagery

✓Show real product UI: CRM pipelines, WhatsApp threads, dashboards with ₹ values.

✓Use real Indian places and people in natural light: sites, offices, warehouses.

✓Use warm, slightly desaturated grading so photos sit naturally on Khadi.

✕No stock handshakes, glowing brains, rocket ships or upward arrows on graphs.

✕No Western stock stand-ins for Indian customers.

✕No gradients or glows behind the logo.

07 · Components

One button. One job.

Each screen has a single marigold primary action. Everything else steps back to ink outlines or text links.

Buttons

Primary: Genda fill with Kajal text, turning Kajal on hover. Secondary: Kajal outline. All buttons are fully rounded and scale to 97% when pressed.

Move with purpose.

Motion shows cause and effect: a lead entering a funnel, a number improving, a message being sent. If an animation doesn't explain something, it doesn't ship.

Hover me

Micro150 msHovers, toggles, colour changes

Standard250 msMenus, tabs, cards entering

Expressive600 msFunnel animations, hero reveals

Easingcubic-bezier(0.22, 1, 0.36, 1)Quint out: fast start, gentle settle

✓Respect reduced motion: every animation has a static fallback.

✕No parallax for decoration, no bouncing, no looping animations near reading text.

09 · Applications