PULSE
The brand that walks in first. Loud on purpose. Built to be felt.
Logo
The Pulse lockup pairs the heartbeat mark with the wordmark in Archivo Black. It’s engineered to read at a glance — on a billboard, an app icon, or a sticker the size of a thumbnail.
- Mark onlyApp icons, favicons, avatars
- PulseOn roseKnockout to white
- PulseMono — inkPrint, single-color
- PulseMono — whiteReversed on imagery
Clearspace
min = mark height “×”Keep a clear zone equal to the cap-height of the mark on every side. Never let type, edges, or other logos cross into it.
Don’t
4 ways to ruin it- Pulse✕ Don’t italicize
- P U L S E✕ Don’t re-track
- Pulse✕ Don’t recolor
- Pulse✕ Don’t lighten weight
Color
Pulse Rose does the talking. Ink grounds it. Electric is the rare spark — under 10% of any layout. White and Fog give the system room to breathe.
The high-voltage pop. Highlights, “Live” states, one detail per layout — never the whole room.
- Rose DeepPressed states, shadow#C20E3A
- ElectricSpark accent — sparingly#E6FF00
- FogSurfaces, panels#F2F1ED
- WhiteCanvas, knockout#FFFFFF
Ink 55 · White 25 · Rose 13 · Electric 7
Passes AA for large/bold text. Use Ink for body copy on white.
Default reading combo. Rose for emphasis spans only.
Typography
Two voices. Archivo sets the headlines — tight, heavy, graphic. Inter carries the reading. Together they make Pulse legible at any volume.
Headlines, the mark, big numbers. Pulse leans on the 900 weight — type as graphic.
Body, UI, captions. Regular → SemiBold for the workhorse range.
- Display · Archivo Black · -7% track96 / 0.82
- Walk in first
- H1 · Archivo ExtraBold56 / 0.95
- Make the room turn.
- H2 · Archivo Bold34 / 1.05
- Energy you can read across a parking lot.
- Lead · Inter SemiBold20 / 1.4
- Pulse type is confident but never shouty for the sake of it. Big where it counts, calm where it carries detail.
- Body · Inter Regular16 / 1.6
- Body copy holds the line at 16px with generous leading. Optimal measure is 60–75 characters. Keep paragraphs short — Pulse rewards momentum and never makes the reader work for the point.
- Label · Black · uppercase12 / +20% track
- In Stores Now · Drop 04 · Limited
Elements
The supporting cast — buttons that demand the tap, a sticker that travels, and an icon set with attitude. Corners stay rounded, weight stays heavy.
Buttons
Sticker & Badge
Iconography
2.4px stroke · rounded caps · single-weight. Rose fill for active.
Voice
Pulse sounds like the most confident person in the room — and the kindest. Three rules keep every line on brand.
- 01
Say it loud.
Lead with the boldest true thing. No hedging, no “we believe,” no soft openers. The headline is the whole point.
Do: “The fastest checkout on the internet.”
Don’t: “We aim to offer a fairly quick checkout.”
- 02
Cut the fat.
Short sentences. Strong verbs. If a word isn’t pulling weight, drop it. Pulse never pads — momentum is the message.
Do: “Ships today. Tracked all the way.”
Don’t: “Your order will be processed and dispatched in due course.”
- 03
Bold, never brash.
Confidence with warmth. We’re the friend who hypes you up — never the brand that talks down. Punch up, not down.
Do: “You’ve got this. We’ve got the rest.”
Don’t: “Obviously, you should already know this.”
Applications
The system off the page — where Pulse earns its name. Big, brave, and instantly itself across every surface.
FIRST.
Mark centered on rose. iOS super-ellipse, full bleed.
Rose mark on Ink, circular crop. Holds at 32px.
here.
Make the
room turn.
Logos, type, color tokens & templates — the master file, ready to ship.
Or write us — hello@pulse.co