The name

what Snappy means

Hey, it's snappy. Kind of the whole pitch.

Snappy is quick, easy, and a little bit fun - a moment shared the second it happens. That's the whole product: you don't stage a post for strangers, you fire off the real thing to the people who actually matter, right when it's happening.

Brand story

We didn't build another stage to perform on.

Snappy keeps you connected with the people who matter - every day, not just the highlight reel.

Most social apps quietly turned into stages: follower counts, engagement graphs, strangers scrolling past your life. The stuff that actually matters - a cursed selfie, a 2am thought, a moment that only means something because they were there - doesn't need an audience. It needs your people: the specific, closed set of friends you'd actually want to see it.

Three things we hold onto

• Yours, not everyone's. A closed set of people you actually chose, not an audience you're performing for.
• Quick, not rushed. The value is that it took no effort - not that it happened fast for its own sake.
• Warm, not performative. It should feel like texting a friend, never like posting for strangers.

Personality

how it acts, talks, and looks

Same friend, however it acts, talks, or looks.

Archetype: the reliable friend - warm and a little playful, never performing for a room.

Snappy is playful, warm, and quietly confident - never mean, never cringe-chasing, never corporate-pretending-to-be-casual. That holds in words and in pictures alike: short, honest copy; daylight photos of real reactions, never staged. When in doubt: would a good friend do it that way? If it takes effort, cut it.

Is / isn't

Voice

• Talk to one person. “Your people miss you,” never “Users can reconnect with their networks.”
• Verbs over nouns. “Share it” beats “Post content.” Say what happens, not what the system did.
• Lowercase is the default register in product UI and social; sentence case in legal, safety, and parent-facing copy.
• No forced slang. Slang ages in weeks; rhythm doesn't.

Tagline

One line. That's the tagline.

Supporting lines

Logo

Two shapes. Zero drama.

Two assets: the wordmark - lowercase snappy, set flat - and the mark: one abstract, four-point shard. No letterform, no monogram - it reads the same at a 16 px favicon as it does on a storefront.

Construction & rules

• The mark is one shape, always: six points, no rounding, no added strokes.
• Two-color only: white on Ink, or Ink on Snow. Never a third color.
• Clearspace equals a quarter of the mark's own width on all sides.
• Never: outline, shadow, gradient-fill, rotate, or skew the mark.

Color

Black and white. That's the whole palette.

Ink on paper white, nothing else. #000000 - Ink - is the brand's single accent: treat it like a logo, not a decoration.

Accessibility pairs

Typography

One typeface. No exceptions.

Self-hosted - this page is set in the real production face, not a system approximation.

Type scale

Never

• A second typeface, anywhere
• All-caps headlines or body copy
• Right-aligned or justified text

Iconography

Soft blobs at rest. Solid ones when tapped.

Very rounded, abstract shapes - no sharp corners anywhere. Each icon has exactly two states: an outline at rest, and a solid fill when selected or active.

• Every shape is a soft blob first, a recognizable object second.
• Two states, no more: 2.2 px stroke outline at rest, solid Ink when active.
• No icon in the set has a single 90° angle.

UI system

One action per screen. Every time.

Light-first. Snow ground, Ink text, white cards, and exactly one Ink action per screen. Buttons are round pills.

App icon

One shape, every size, down to 16px.

The mark on solid Ink, centered with generous clearspace. It scales losslessly from a 1024 px store listing to a 16 px favicon.

• The mark sits optically centered, at roughly 70% of the icon's own width.
• Android adaptive icon: mark scaled to 55% of the safe zone.
• The mark never recolors; no seasonal variant changes its shape.

Motion

Everything arrives with a little life in it.

One law: a small overshoot, never a flat cut. Presses squash; exits are quick and quiet.

Named curves

• Respect reduced-motion: swap all movement for a 120 ms opacity fade. Non-negotiable.
• An exit animation nobody needed - if dismissing is instant, don't invent a reason to wait.

Social

One of your people, not a platform.

Snappy's social presence acts like one of your people. It never posts as a corporation.

Merch & packaging

Two assets, everywhere they can be printed.

Heavyweight embroidery, gloss enamel, clean prints. Everything is built from the mark, the wordmark, and pure Ink.

• Sticker sheet: mark and phrase pills, gloss-dome finish.
• Apparel: Snow or Ink garments, small chest mark, oversized wordmark on the back.
• Never print the phone UI on merch.

Marketing

Same voice, just a bigger canvas.

• App Store: Snappy - your everyday companion. Subtitle: Share it while it's happening.
• Screenshots: each frame signed with the mark in the corner.
• OOH posters: Snow ground, giant Ink headline, one short URL: madebysnappy.com.
• Creator brief: “film the moment, not the feed.”

Trademarks & resources

the short version

The boring part, kept short.

Trademarks

Resources

Source files aren't self-serve yet - request the mark, wordmark, icon set, or motion presets atlegal@madebysnappy.com.

Snappy Brand Guidelines · Asset naming: snappy-[asset]-[ground]-[size] ·Type: Inter (self-hosted variable font) ·Questions: legal@madebysnappy.com

Purpose

questions people actually ask

Why does this exist? Fair question.