StoreCore brand identity guide

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This style guide provides guide­lines to support your creative use and a consistent imple­men­ta­tion of StoreCore’s corporate style and brand identity. These guide­lines for both internal and external com­mu­ni­ca­tion create a rec­og­niz­able appear­ance and an unam­bigu­ous identity.

Brand colours

All colours for the StoreCore brand identity and StoreCore user interfaces are based on the original colour palette from 2014 for Material Design by Google.

In Material Design a primary colour is the colour displayed most frequently across an app’s screens and components. The primary colour for StoreCore is Light Green 500 or hexadecimal #8bc34a in CSS.

A secondary colour provides additional ways to accent a product. Although having a secondary colour is optional in Material Design, it may be applied to accent select parts of a user interface, like action buttons, selection controls, links and headlines. The secondary colour for StoreCore is Light Blue 500 or hexadecimal #03a9f4.

For subtle accents and additional colour depth, the two 500 base colours are accompanied by their darker variants Light Green 700 or hexadecimal #689f38 and Light Blue 700 or #0288d1.

Finally, these subtle, natural colours are offset by an error colour for a state in which a system is off its feet. In the StoreCore palette this is Red 700 or hexadecimal #d32f2f, a counterpart of the Material colours Light Green 700 and Light Blue 700. This basic design system allows for functional and meaningful RGB colours in user interfaces: green for good, red for bad, and blue for neutral information.

If you need other colours, please first try to use one of the variants for Light Green, Light Blue or Red from the 2014 Material Design colour palettes:

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Brand logo icon

The StoreCore logo image is an S-shaped symbol with a curve that cuts through a Material plane like a river. The logo also looks like a winding white beach that connects green land and a clear blue ocean.

The StoreCore logo image is used for the product, the company, and the community. It may therefore be used as a product icon and as the company logo. The logo image has almost square, symmetrical dimensions and may be used as a standalone icon without text.

The StoreCore logo was designed by Yvonne van der Hop of Y-Graphic Design in 2017.

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Brand logotype

The StoreCore logotype consists of the word Store in Roboto Black with font-weight: 900 and the word Core in Roboto Light with font-weight: 300. StoreCore is always written as one word with a capital S and C, without a space or hyphen.


The basic CSS code for the StoreCore logotype is:

div {
  color: #000;
  font-family: Roboto, sans-serif;
  font-size: 60px;
  font-style: normal;
  font-weight: 300;
  letter-spacing: -0.02em;

strong {
  font-style: normal;
  font-weight: 900;

The following colour combinations are allowed for the logotype:

  • black text on a white background
  • white text on a black background
  • white text on a Material Light Green 500 background
  • Material Light Green 500 text on a white background

Instead of true black #000000 or #000 in CSS, a very dark grey like #222 or rgba(0, 0, 0, 0.87) from the Material Design specification may be used.

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