Brand

A tick, some sparkle,
and a lot of calm.

Tickd is a calm daily planner for iPhone and Apple Watch. The brand carries one idea everywhere: people don't run out of time — they run out of space. Every asset, colour and sentence below exists to give days some space back.

Logo

The mark is a hand-drawn coral tick with two sparkles — momentum, celebrated quietly. Use the full-colour mark on light, calm backgrounds; switch to the white variants on ink.

Color

The palette lives in the app first — soft pastels on a warm cream wash, anchored by ink. Tap any swatch to copy its hex.

Core

Canvas wash

Every screen sits on this vertical gradient — never flat white.

Task colours

A 12-tone wheel, warm to cool. In the app they render as 15% pastel fills with tinted strokes — never solid blocks behind text.

Gradients

Typography

No custom fonts. Tickd speaks in the platform's own voice — SF Pro on Apple platforms, the system stack on the web — so it always feels native.

UI & motion

Tickd's interface is pills, cards and lines — soft geometry with real physics. Everything springs, breathes or fills; nothing snaps or flashes.

Shape language

• Corner radii — 16 for cards and inputs, 26 for hero cards and sheets, full pill for buttons.
• Shadows — always indigo-tinted and soft: 0 10px 30px rgba(100,103,170,.10). Never grey, never harsh.
• Surfaces — white cards on the cream wash; ink cards reserved for Pro and emphasis.

Motion principles

• Spring, don't slide — the house curve is cubic-bezier(.34, 1.4, .44, 1), a gentle overshoot that makes things feel placed, not animated.
• Fill, don't flash — progress is shown by lines and curves filling with colour (the path, the momentum hump, the journey).
• Breathe — resting focal points (the "now" dot, the "you" marker) pulse slowly at 2–2.5s. Alive, not busy.
• Demos drive themselves — marketing demos autoplay at a calm ~1s cadence; the moment a visitor touches one, the autopilot yields for good.
• Respect reduced motion — with prefers-reduced-motion, everything renders complete and still. Always.
• Confetti is earned — it falls only for a fully completed day. Rare, brief, never looping.

The cast

A small troupe of recurring characters carries the brand. They always mean the same thing — never use them decoratively.

The Tick

The protagonist. A moment of progress, drawn by hand. Appears when something is truly done.

✦

Sparkles

Quiet celebration and possibility. Two at most, riding alongside the tick or an empty day.

☀️

The Sun

Rise and Shine — the day's opening anchor. Warm amber, always first.

🌙

The Moon

Wind Down — the day's closing anchor. Periwinkle, always last.

🔥

The Flame

Streaks. Lights up from day two; never guilt-trips when it goes out.

★

The Star

A perfect day. Amber, earned, one per day at most — it crowns the week chart.

The You-dot

Presence. A breathing white-and-pink dot marking "now" on the path and "you" on the journey.

🎊

Confetti

The finale. Falls once, when every station is done. Task-colour palette only.

Persona & emotion art

Tickd's story art follows one persona: the buried planner — capable, caring, and drowning in their own list. Warm hand-drawn illustration, real rooms, real feelings. The arc is always the same: swirl → overwhelm → a quiet truth → space.

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• Style — warm digital hand-drawn illustration; soft light, lived-in spaces, expressive faces. Never flat corporate vector people.
• Task pills as weather — chaos is drawn with the app's own pastel task pills swirling around the persona.
• Resolution is mandatory — emotion art may show stress, but every sequence must land on calm. We never leave the persona buried.
• Colour discipline — chaos scenes desaturate toward grey; calm returns with the cream wash and coral.

Voice & tone

Calm, encouraging, a little playful — never nagging, never guilt. Progress is celebrated; an off day is met with a shrug and a fresh start.

Marketing

Marketing tells the film's story in miniature: name the overwhelm, offer space, show the app doing the work. Demos should move on their own — visitors watch, then take over.

Headline bank

• Lead — "Most people don't run out of time. They run out of space."
• Product — "Just say it. Tickd plans it." · "Your day is a line, not a pile."
• Momentum — "Progress, not pressure."
• Closer — "Give your days some space." · "Plan calmly. Move steadily."

Rules of engagement

• Every piece ends with the App Store badge and the fineprint "Free to download · No account needed."
• Show the product moving — the path filling, pills snapping into a schedule — not static screenshots alone.
• App Store carousel frames (in assets/screenshots/) are the canonical product shots.
• Pricing is always stated plainly: free forever core, Pro for unlimited AI planning.

Social media

Low frequency, high warmth. Celebrate quietly, ship visibly, never post filler.

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• Tone — the app's voice, in public: "Shipped: the path now ticks itself along." No engagement bait, no streak-shaming memes.
• Visuals — cream wash backgrounds, product motion clips, film stills. The avatar is always the circle mark.
• Name — "Tickd" in profiles; the wordmark stays lowercase only inside logo files.

Offline & print

• One-colour print — use the black lockups/wordmark on light stock, white on dark stock. Never print the gradient mark in one colour.
• Minimum sizes — mark ≥ 10 mm tall; horizontal lockup ≥ 30 mm wide; below that, use the mark alone.
• Clear space — the tick's stroke width on all sides, doubled for posters.
• Paper — warm white / cream stock over bright white; the brand lives on cream.
• Full colour available? — prefer the full-colour mark (tickd-mark-1024) with the coral kept true: #E8907E.

Email

• Sender — "Tickd" (never "Tickd Team" or "no-reply"). Support replies come from a person.
• Header — horizontal ink lockup on the cream wash; footer carries the mark alone.
• Typography — system font stack; one headline, short body, one action. Email is not a newsletter — it's a note.
• Tone — like the app: "Your week, gently" not "YOUR WEEKLY PRODUCTIVITY REPORT".
• Sign-off — "Plan calmly, move steadily. — Tickd"
• Frequency — only what helps: receipts, real feature news, replies. No drip campaigns.

Accessibility

• Contrast — body text is always ink (#34335A) or slate on light surfaces (AA or better). Pastels are fills, not text colours; in the app, task tints pass through a WCAG-adjusting accessibleTint() before becoming text.
• Small text rule — never set text under 14 px in pink, amber or mint on the cream wash.
• Motion — every animation has a prefers-reduced-motion fallback that renders the completed state, static.
• Keyboard & touch — interactive demos accept keyboard input (the sliders take arrow keys); touch targets stay ≥ 44 px.
• Alt text — the mark's alt is simply "Tickd"; decorative sparkles and doodles are aria-hidden.
• Never rely on colour alone — done states also strike through; anchors also carry the "Anchor" chip.

Assets

Everything on this page, in one folder.

• Product shots — the App Store carousel frames live in assets/screenshots/ on this site.
• Film — the hero film (assets/hero.mp4) and its stills (above) are the canonical emotion art.
• Colours & type — copy hexes straight from the swatches; there is no font to license.

Governance

• Ownership — the Tickd brand and all assets on this page are © Ranju Jha. This kit is for press, partners and community use in reference to Tickd.
• Spelling — "Tickd" takes a capital T in prose; the lowercase serif "tickd" exists only inside the supplied wordmark files.
• No new variants — don't create additional logo colourways, badges or mascots. If something's missing, ask.
• No implied endorsement — the mark may identify Tickd, never suggest partnership or sponsorship without written agreement.
• Questions & permissions — heywrist.com/tickd/support
• Version — Brand system v1.0 · July 2026.