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Our Brand

The Gurudada brand is about outcomes. We’re a vision-driven company, motivated by a shared belief in the power of face-to-face human connections, and our branding reflects that. Our slogan, positioning, design toolkit, and brand tone all reflect that focus on real, emotionally rich experiences.

Our Slogan

a. Go Meet Your Life.
‍
b. The Very Last App.

Brand Positioning

We’ve built a tool for discovery. A technology-driven doorway to delight. Gurudada is the difference between a lonely evening and a bright, sunny afternoon spent with a new best friend—or trying out a new favorite hobby. The value we’re offering isn’t distraction or entertainment, it’s other people. Their conversation, their favorite places, their bad jokes and smiles and memories. We’re offering a way to get back to your life, the way it should be.

Product Philosophy

People matter most

We believe that most of the time, who you’re with matters more than what you’re doing. We’re not building an app that’s focused on content, whether that’s specific places, activities, or ideas. We’re focused on people, and on genuine social interaction.

Minimize screen time

Get offline. Put your phone in your pocket. Talk, share, and listen. Discover something new. The world is waiting for you, and we’re not going to get in the way.

Extraordinary moments—together

A good life is one filled with special people: your very best friends, your closest family members, a beautiful stranger met in an unexpected place. We help you find people you click with.

Work as a community

We have to cooperate to make this work. We can build the platform, but to bring it to life will take your input, your ideas, and your courage.

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The Logo

Logos are vital to a consistent visual identity. They communicate ideas and define emotions. These guidelines establish how our logo is best used in a range of contexts, and help clarify what it’s trying to achieve.

Primary Logo

The Gurudada logo is bold and playful, combining the narrative conveyed by its sequence of icons with the inviting, tech-inspired visuals of the title. It symbolizes our attitude and perspective: be bold, be human, be present.

Word Logo

The word logo is shortened and simplified, with the icons removed. It is for formal use and official documentation—places we need to indicate brand presence without promising the enjoyment and possibility offered by the app itself.

Symbol

Our symbol is a reminder. A sharp, distinctive abbreviation of the full and inviting complexity offered by the primary logo. It is used where the full logo can’t fit or doesn’t match the visual environment, preserving our brand identity and offering needed flexibility.

App Icon

For many users, the app icon will be their first interaction with our brand. It is important that we use this version of the logo in those contexts, where its symmetry and balance will fit user expectations of quality and neutrality.

Download Logos

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Color Palette

Our color palette balances two ideas. The first is precision and focus: Gurudada is here to create a single, significant change in our users lives. The second is enticing possibility: you never know what you’ll find when you meet someone new, which, of course, is what makes this so much fun.

Secondary Palette

Our secondary palette is robust and vibrant, offering depth to our marketing communications and product UI. The secondary colors are meant to support our primary Blurple, therefore minimizing usage and hierarchy should be considered when being used.

Primary Palette

The first thing you’ll notice here is what our colors aren’t. They’re not bright, vibrant tones that pop off the screen, and that’s because we aren’t trying to keep your attention here. We want you dreaming of what’s out there, and taking exciting risks to reach it. That’s why most of our colors are simple, natural, and neutral: grays and whites to give a minimal, nostalgic feeling to our branded content and digital environments. Alongside those comfort colors we then selectively apply rainbow gradients to key pieces of text or other visual elements. The pattern evokes sunlight glinting on a bubble, one of the brightest and most striking forms of nature’s visual magic.

White
HEX FFFFFF

Black
HEX 181C20

Cherry
HEX 181C20

Warm Gray
HEX DEDEDE

Blue Grey
HEX F5F7FD

Graphite
HEX 4B4B4B

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Typography

Typography typically remains in the background for most users, but it is a powerful driver of brand identity. We use the Poppins typeface for product pages and written communication, supporting our modern-minimalist aesthetic without becoming sharp, severe, or unapproachable.

Primary Font

Poppins is a visually quiet font. In comparison to other modern, sans-serif fonts—Helvetica, Century Gothic, Graphik, Neutrif—Poppins stands out for its simplicity and elegance. It also has fewer character elements in the design of each letter, allowing it to more easily convey our messaging without drawing attention to the medium. That matches our philosophy: we want users’ attention on what they’re doing, not how we look.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
‘?’“!”(%)[#]{@}/&\<-+÷×=>®©$€£¥¢:;,.*

Black

Thin

Extra
Light

Light

Regular

Medium

Semi
Bold

Bold

Extra
Bold

Styles

Glyphs

Scale Category

Weight

Size

Case

Letter Spacing

H1

500

90 px

Sentence

Normal

H2

400

80 px

Sentence

Normal

H3

500

56 px

Camel

Light

H4

Light

48 px

Camel

Light

H5

200

32 px

Camel

1 px

H6

300

26 px

Light

Normal

Button

400

14 px

Aa/AA

Normal

Light

Body 1

400

16 px

Sentence

0

Body 2

400

14 px

Sentence

0

Body 3

400

Light

Note:

Our product typeface is Poppins. When Poppins is not applicable or available please defer to the use of Roboto.

Download Poppins: Here

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Photography

Our photography serves three interlinked functions in our brand identity. The first is aesthetic leadership: our photography is the splashiest, largest, most eye-catching piece of our visual presence, and needs to reinforce our philosophy wherever possible. It also showcases the smiles that we try to deliver to our users, and offers a vision of the lifestyle that our users aspire too—and that we help them achieve.

Art Direction

01. Composition should be assertive and direct, without clutter.
02. Positioning and posture should be natural or candid.
03. Natural lighting should be used wherever possible.
04. Models should never be illuminated using front-flash.
05. Portraits should use high key light for color consistency.

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Illustrations

Icons and illustrations serve both organizing and messaging functions. They provide visual consistency across platforms, devices, and touchpoints, so they need to directly reflect our brand identity. At the same time, their weight, placement, and design structure individual pieces of content.

System Icons

To support our high-level design goal of keeping users focused on content—and on each other—we’ve chosen the most widely accepted UI icon system in the world: the Google Material design icons. They are the default icons for the Android OS, and are common in other Google products, perfectly capturing the modern-but-neutral aesthetic we need from our iconography.

Check on design principle by Material Design: Here

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UI Components

The Gurudada interface component library is designed to create intuitive and natural user interfaces. Our app is functional above all, built to do its job and get out of the way. We don’t want to steal or replicate the fun of face-to-face interaction, and we don’t want to get users hooked or keep their attention for too long. We continually assess our UI design elements to make sure we’re reaching those goals.

UI Deisgn Rules:

1. Shallow user flows. Gurudada is designed to get people off their phones, not keep them there. Always prefer the most direct way of getting them to a given outcome, screen, or function.
2. Keep it compact, with the fewest reusable modules you can manage. Wherever possible, allow one component to serve multiple functions rather than adding additional components.
3. Minimize the visual presence of design components on every screen. We want to let users treasure the potential of the people they’re meeting; the rest is just a tool to get them there.

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Brand Voice

Gurudada is dedicated to the rediscovery of our shared humanity. It is an app built to get us off our phones, and using it is a process of affirmation. Affirmation of our humanity, of our physicality, of our need for rich, full, presence. It is inspired by a belief in the importance of bodies, and of shared spaces and shared experiences, and by the knowledge that digital interaction can never be social in the ways that human beings require.

That is the perspective that drives our work. The language we use needs to reflect it, and is guided by a set of principles broken down by role: one for when we’re writing as Gurudada’s creative team, and two for when we’re inhabiting the space of our audience and customers.

Creator Voice

User Voice

Principle One.

Return.

Living online means being absent from the world around us. It can feel disorienting, and leave us empty and hollow. Social time—real social time—is an antidote to that emptiness, and a return to the world around us. It is coming back to ourselves, a reminder of who we are, what we value, and what really makes us happy. What we’re building here is a doorway, a portal, or a means of transition: an app that we use only long enough to nail down the time and place.

Supporting terms:

Awake. Sensory. Grounded. Solid. Real.

Principle Two.

Willful.

Staying present can be hard work. Social media is addictive, and our phones are always within reach. But being human means embracing that kind of work, and Gurudada celebrates the allure of being alive. Sometimes we need to push ourselves to get off the couch, out the door, and on our way to a better version of our lives, and pushing ourselves like that is a joyful, uplifting, aspirational act. We see this as a goal—we want our work to encourage that feeling, to help our users insist on experiencing the full richness of their lives.

Supporting terms:

Human. Courageous. Hopeful. Living. Stubborn.

Principle Three.

Possibility.

A last night of celebration before leaving home. The romance and promise of a place you’ve never been. The curiosity that pulls us down unfamiliar roads and on unexpected adventures. The delicious excitement of a smile from a handsome stranger.
The thread that ties these experiences together is something quintessentially human, something shared, something social. It’s what Gurudada delivers to every single user, and it’s the emotional core of what we’re trying to achieve.

Supporting terms:

Excitement. Imagination. Romance. Escape. Energy.

Principle Four.

Authenticity.

The other piece of our user experience can be summed up like this: be true to your humanity. Get your feet back on the ground. Appreciate what it means to be right where you are, in this place and with these people. Being in good company is the opposite of being lost: it’s being found again, fitting in, no matter where you are or what you’re doing.

Supporting terms:

Appreciation. Belonging. Touch. Satisfaction. Companionship.

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Avatars

The avatars of Gurudada are more than just digital representations; they are a bridge to a more authentic and human experience within the app. These avatars are designed to embody the warmth and connection that our brand stands for, bringing users closer together in a way that transcends the cold, impersonal nature of many digital tools. By showcasing the application through these avatars, we aim to foster a sense of presence and shared humanity, making every interaction within the app feel more personal and meaningful. Our avatars are a reflection of our belief in the power of technology to enhance, rather than replace, real human connection.

Principle One.

Unique.

Principle Two.

Collaborative.

Principle Three.

Universal.

Principle Four.

Expressive.

Art Direction

01. Unique: An avatar that stands out even when reduced to just its silhouette.
‍02. Collaborative: Designed to blend seamlessly when placed alongside any collaboration avatar or logo, without appearing too dominant or out of place.
‍03. Universal: Appeals to a broad audience: whether printed on a T-shirt, it should feel comfortable and appropriate for everyone, regardless of age or gender.
‍04. Expressive: Offers a variety of poses and facial expressions suitable for different scenarios, from mobile app showcases to being easily cosplayed or turned into memes or stickers. It effectively represents the "brand voice."