Brand guidelines · v0.1 · Sep 2026
thehook.in brand
The identity system for thehook.in — logo, colour, type and stationery, and how to use them together.
About the name. In English, 'hook' refers to something that attracts attention or interest, but does not carry significant cultural depth in Hindi.
Logo
The wordmark is the primary logo. Use the monogram where space is tight — app icons, avatars and favicons.
Clear space: keep at least the height of the “t” free on every side of the logo.
Colour
A deliberate palette: the primary carries the brand, the accent is for emphasis — use it sparingly.
#1A1A1ARGB 26, 26, 26#000000RGB 0, 0, 0#C8102ERGB 200, 16, 46#141414RGB 20, 20, 20#F5F2ECRGB 245, 242, 236Typography
Three faces, each with one job. All are free to use from Google Fonts.
Display · Playfair Display
Headlines and the wordmark
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Text · Source Serif 4
Body copy and interface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Mono · IBM Plex Mono
Labels, data and code
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789 ₹&?
Type scale
H1 · 56pxCatch Their AttentionH2 · 36pxCatch Their AttentionH3 · 24pxCatch Their AttentionBody · 17pxCatch Their AttentionCaption · 13pxCatch Their AttentionLogo usage
A few rules keep the brand recognisable everywhere it appears.
Stationery
Business cards, letterhead and email signature.
hello@thehook.in
www.thehook.in
Founding Team
thehook.in
hello@thehook.in · www.thehook.in
www.thehook.in
Explorations
Alternative wordmark directions considered for thehook.in. Each downloads as SVG.
Social
Profile picture, cover image and the link preview that appears when the site is shared.