Brand
Senco is a cross-border money and crypto transfer app. The brand should feel simple, honest, and easy to use.
Name
Senco — derived from "send" + "co" (company/community). Short, easy to pronounce across languages, and immediately signals the product's core function: sending money.
Usage rules
| Context | Format |
|---|---|
| Product name | Senco (capitalized, no prefix) |
| In running text | Senco (never "SENCO" or "senco") |
| With descriptor | Senco Transfer, Senco Pay |
| Legal/formal | Senco Inc. |
Brand colors
Senco uses a small, fixed palette. These are the only colors that represent the brand.
| Role | Token | Usage | |
|---|---|---|---|
#0F62FE | Primary | accent-600 | Call-to-action buttons, links, active states |
#0043CE | Primary dark | accent-700 | Hover, emphasis |
#FFFFFF | Background | bg | Page background |
#111827 | Text | gray-900 | Headings |
#374151 | Body | gray-700 | Body copy |
Feedback colors (success, warning, error) are not brand colors — they are defined in Color as semantic status tokens.
Logo
The Senco logo is a wordmark — "senco" in lowercase — followed by a blue dot after the "o". The dot uses the brand primary color (accent-600, #0F62FE). There is no separate symbol mark; the wordmark and dot function as a single unit.
- Font: Lexend Deca (Google Fonts, sans-serif)
- Rendering: SVG-based (text converted to paths for cross-platform consistency)
- Aspect ratio: 38:7
- Component:
SencoLogowithsizeandvariantprops
Variants
| Variant | Text color | Dot color | Use case |
|---|---|---|---|
default | gray-900 (#111827) | accent-600 (#0F62FE) | Light backgrounds |
inverse | White (#FFFFFF) | White (#FFFFFF) | Dark or brand-blue backgrounds |
Minimum size
- Digital: 24px height minimum (default
sizeprop value) - Print: 10mm height minimum
Usage on backgrounds
| Background | Logo version |
|---|---|
| White / light | Default variant |
| Dark / image | Inverse variant |
| Brand blue | Inverse variant |
Clear space
Keep clear space around the logo -- at least the height of the logo mark on every side. Don't place text, icons, or other elements inside this zone.
Maintain 1x clear space on all sides, where x is the height of the logo. The dot is part of the wordmark and included within the boundary.
Logo misuse — Don't
Don't stretch, recolor, rotate, or add effects to the logo. If you're unsure, use the original files from the brand kit.
Brand personality
| Trait | What it means | What it doesn't mean |
|---|---|---|
| Simple | Clear flows, minimal steps | Oversimplified, missing features |
| Modern | Clean UI, current patterns | Trendy, changing frequently |
| Trustworthy | Transparent fees, clear status | Corporate, cold |
| Accessible | Works on low-end devices, clear language | Childish, dumbed down |
Favicon
The Senco favicon uses a white "S" letter on a blue rounded-square background. It appears in browser tabs, bookmarks, and app icons.
| Property | Value |
|---|---|
| Size | 32×32px (renders at 16×16 in most tabs) |
| Shape | Rounded square (10px radius) |
| Background | accent-600 |
| Symbol | White "S" letter (Lexend Deca) |
| Format | SVG (scalable) |
Usage
- Always use the blue background version for favicon — never transparent
- The symbol mark alone (no wordmark) at favicon sizes
- Do not swap colors or add effects
Tone of voice
Senco speaks like a helpful friend who knows about money — confident but never condescending.
Principles
- Be clear, not clever — "Your transfer is on its way" not "Funds in transit"
- Be direct — Lead with what the user needs. Skip filler
- Be reassuring — Money is emotional. Confirm, don't assume
- Use plain language — Our users may not be native English speakers
Examples
| Scenario | Do | Don't |
|---|---|---|
| Transfer sent | "Sent! Arrives in ~2 hours" | "Transaction successfully initiated" |
| Error | "This amount exceeds your limit" | "Error: LIMIT_EXCEEDED" |
| Empty state | "No transfers yet. Send your first one" | "No data available" |
| Loading | "Getting the latest rates..." | "Please wait while we process your request" |
Target audience
Young adults (18–35) in areas with slow or unreliable internet, often where local currencies lose value fast. They send money to family, use crypto as a cheaper way to transfer, and need an app that works on budget phones with bad connections.
User needs
- Send money abroad quickly and cheaply
- See whether fiat or crypto gives a better rate
- Track transfers in real time
- Understand fees before confirming
- Use the app on low-end Android devices