Brand guidelines · Version 1.0 · 2026
Every₵edi
A brand made from the flag of Ghana and the paper trail of a well-run shop. How to use the mark, the colours, the type and the voice so every touchpoint feels like it accounts for every cedi.
01
Essence
The promise
“We protect every pesewa and account for every cedi. From the counter in your physical shop to the shopping cart on your customer's phone.”
Protective
We stand between the merchant and loss: theft, overselling, outages, guesswork.
Practical
Every feature is explained by what it does at the counter today.
Precise
Numbers are exact, aligned and never decorative. Pesewas matter.
Proudly Ghanaian
Built for dumsor, MoMo and Makola-to-East-Legon trade — not adapted from elsewhere.
02
Logo
The wordmark spells the name with the mark standing in for the C. The ₵ is always the drawn mark — never a typed character — so the colours and the audited stroke are always present.
On gold, the mark sits in a Black Star disc so its own gold segment stays visible.
Construction
- Arc: radius 15, stroke 7, open 96° to the right — a C that never closes.
- Weave order: red over the top, gold at the side, green underneath. Read like the flag, top to bottom.
- The audited stroke: one straight Black Star line through every colour. Nothing gets past it.
Clear space & size
- Keep clear space equal to the height of the “E” on every side.
- Minimum wordmark size: 96px wide on screen, 25mm in print.
- Below that, use the mark alone (minimum 20px) — favicons, avatars, receipts.
Please don't
03
Colour
The flag of Ghana, given jobs. Each colour means the same thing everywhere it appears, so a merchant learns to read the system at a glance.
Liberty Red
3%#CE1126 · RGB 206 17 38
Urgency and loss: shortages, sold out, errors. Small doses.
Gold Coast
7%#FCD116 · RGB 252 209 22
The call to act: primary buttons, highlights, the seal. Never as text on white.
Forest
6%#006B3F · RGB 0 107 63
Money that's accounted for: paid, settled, margins, success.
Canopy
8%#00331E · RGB 0 51 30
Deep surface for feature sections. Pairs with gold.
Black Star
16%#0E0E0C · RGB 14 14 12
Text, ink outlines, the footer, the mark's audited stroke.
Chalk
—#F3F3EE · RGB 243 243 238
Quiet surface behind illustrations and alternating sections.
Proportion on a typical page
White 60 · Black Star 16 · Canopy 8 · Gold 7 · Forest 6 · Red 3. Lots of white, so the flag colours read as signals, not decoration.
| Pair | Contrast | WCAG | Use for |
|---|---|---|---|
| Black Star on white | 19.4 : 1 | AAA | All text |
| Forest on white | 6.9 : 1 | AA | Text, links, success |
| Liberty Red on white | 5.9 : 1 | AA | Text 16px+, errors |
| White on Forest | 6.9 : 1 | AA | Text |
| Gold on Canopy | 9.6 : 1 | AAA | Text on dark green |
| Black Star on Gold | 14.1 : 1 | AAA | Gold buttons |
| Gold on white | 1.4 : 1 | Fail | Never text — fills only |
04
Dark mode
The site follows the visitor's phone or laptop setting, and the sun/moon button in the header overrides it (the choice is remembered). Dark mode is the same flag at night, not a different brand.
Light
Account for every cedi.
Shift 2 closed with no shortage.
Dark
Account for every cedi.
Shift 2 closed with no shortage.
| Role | Light | Dark | Notes |
|---|---|---|---|
| Page | #FFFFFF | #0C110E | Near-black with a forest tint — never flat grey |
| Surface | #F3F3EE | #151C18 | Cards, inputs, alternating sections |
| Text | #0E0E0C | #EEF0EA | 16.6 : 1 on the dark page |
| Muted text | #5B5C55 | #A3ADA6 | 8.2 : 1 |
| Lines | #DEDFD6 | #29332D | Borders and dividers |
| Money / success | #006B3F | #3DBE7E | Forest, lifted to stay readable (8.0 : 1) |
| Loss / error | #CE1126 | #FF5A6B | Liberty Red, lifted for text (6.3 : 1) |
What never changes
Gold, Canopy and the Black Star stay exactly the same. Gold buttons keep Black Star text in both themes. The mark keeps its red, gold and green.
Real objects stay real
Receipts stay white paper, till and phone screens stay lit, and the power-cut room starts with the lights on. Only the page around them goes dark.
Dark sections need an edge
On a dark page, Black Star panels (footer, banners, quote card) get a faint white hairline so they don't disappear into the page.
05
Typography
Three voices: a confident display face for what we promise, a clear sans for what we explain, and a receipt mono for what we account for.
Display · Bricolage Grotesque Bold
Aa ₵
Headlines and big numbers. Tight tracking (−2 to −3.5%), line height 1.0–1.1.
Text · Geist Regular / Semibold
Aa ₵
Body, UI and buttons. 17px body on screen, line height 1.6, never under 16px on phones.
Receipt · Geist Mono
Aa ₵
Receipts, references and shift reports only. Not for labels or headings.
Every amount uses tabular figures
GH₵ 1,111.10
GH₵ 8,480.00
GH₵ 9,591.10
Writing money
- GH₵ 1,240.50 — symbol, thin space, comma thousands, two decimals in receipts and tables.
- GH₵ 12,500 — no decimals for estimates and marketing.
- 50 pesewas — spell out pesewas below one cedi.
06
The Ledger Weave & the Black Star
Two graphic devices, each with one job.
The Ledger Weave
A strip of flag-coloured blocks, set out like a kente band and ruled with ledger lines. It marks a beginning or an end: the top of a footer, the top of a banner, a cover. Draw it in once, left to right, 900ms.
- ✓ Full-width, as a horizontal band
- ✓ One weave per view
- × Never as a background fill, border on cards, or behind text
The Black Star seal
The star from the flag stands for something checked and confirmed: an audited sale, a signed-off shift, a verified report. Use it only where something really has been verified — never as a decorative bullet in marketing lists of wishes.
07
Illustration & photography
Hardware is drawn flat: Black Star bodies, white screens, flag colours only where something is lit, paid or warning. Photography shows real Ghanaian shops and real staff — never stock models.
08
Motion
Motion shows money and stock moving — never decoration for its own sake. Things that happen at the counter animate the way they would in the shop: receipts feed, totals roll, tape covers what a role can't see.
Odometer · 520ms ease-in-out
GH₵ 65.00
Only the digits that change roll. Used for totals, stock counts and estimates.
Redaction tape · 340ms in, 160ms out
What a role can't see is covered, not deleted — the layout never jumps.
Enter / exit
cubic-bezier(0.23, 1, 0.32, 1)
200–500ms. Exits faster than entrances.
Move / morph
cubic-bezier(0.77, 0, 0.175, 1)
Totals, tabs, tape, sync pulses.
Press
scale(0.97)
150ms on every button. No hover growth.
- One signature moment per page. On the home page it's the sale that travels from the till to the web shop.
- Loops pause when they leave the screen or the tab is hidden.
- Reduced motion keeps short fades, drops movement, and shows finished states.
- Mobile data first. CSS and small scripts only; no video backgrounds.
09
Voice & tone
Practical, authoritative, direct, and protective of the merchant's business. Professional without being academic; business-friendly without computing jargon. We talk like a trusted technician at the counter.
| Don't say | Say |
|---|---|
| API endpoints | An instant automatic link between shop and website |
| Fault-tolerant cloud VPS infrastructure | A secure online server that never goes offline |
| Inventory reconciliation module | End-of-shift count: what should be there vs what is |
| Unleash seamless omnichannel growth | Sell in the shop and online from one stock list |
| User permissions matrix | Your cashier sees the price. You see the profit. |
Words we use
- Every₵edi
- gross margins
- audited register
- pure sine-wave UPS
- live stock sync
- zero shortages
- Mobile Money
- business peace of mind
Writing the name
- Every₵edi — always, with the Ghana cedi sign (U+20B5).
- everycedi.co — in URLs, email addresses and hashtags only.
- Never “EveryCedi”, “Every Cedi” or “Every-Cedi” in copy.
Buttons say what happens
- “Book a free onsite demo”, not “Submit”.
- “Request an official written quote”, not “Get started”.
- Errors say what to fix: “That phone number looks too short.”
10
Applications
Kwame Mensah
Retail systems technician
+233 054 337 7390
YOUR SHOP NAME
Total335.00
★ Audited · Every₵edi