Brand Guidelines | Air Aware Labs

The brand in one paragraph

Air Aware Labs is built for people who already track their training: pace, heart rate, recovery. AirTrack adds the missing metric nobody else gives them: what they breathed while they trained. Read it like any other number on your watch, and use it to train smarter. It works much like checking the weather before a session, with the added value of indicating which route to take and when to go.

Parent brand integration

It all starts with our logos. We are collapsing two identities (Air Aware Labs, AirTrack) into one brand. The colours and typography on this page are already unified.

AirTrack: our product (app). Use this name for app store copy, in-app content, product marketing.
Air Aware Labs: our parent company. Use this name for corporate, investor, hiring, and company-wide content.

AirTrack by Air Aware Labs: our co-brand form. Use when AirTrack is the subject but the parent needs a discreet credit.

Primary Logos

Our AirTrack logo sits beside the Air Aware Labs logo to create our primary logo. Each logo has its own area, both separated by a clear white space. Both logos have a dual focus and work together in harmony.

Use the Air Aware Labs logo on its own when addressing only our parent company. Use this logo for corporate, investor, hiring, and company-wide content.

Use the AirTrack logo on its own when addressing only our product (app). Use this logo for app store copy, in-app content, product marketing.

The primary logos MUST be your first choice when using our logos. Use the black/blue on lighter backgrounds and the white on lighter colours as shown on this page. Please do not use any colours not associated with these guidelines.

There is no maximum size for the primary logo to be used digitally but please adhere to the clearance space rules. It should be isolated from other logos/design assets to preserve its integrity. The minimum space between our logos and other grpahic elements should be 1/7 overall of the heights of the overall horizontal logo.

The partner logo must not exceed the height indicated by the air particles icon.

Secondary Logo

Our AirTrack logo sits on top of the "by Air Aware Labs" tagline. The logo has its own area separated by a clear white space.

This secondary logo MUST be used when the product AirTrack is the subject but the parent needs a discreet credit. It can only appear in a black or white background as shown on this page. Please do not use any colours not associated with these guidelines.

Colour

Two brand colours, a calm neutral family, and a traffic-light data palette for air quality. Most surfaces are white or soft blue-grey; blue creates depth for feature moments; orange is the accent that leads action — used sparingly, it stays powerful.

Brand

Brand Orange — action, energy, CTAs

#FF610A

Brand Blue — depth, trust, dark surfaces

#073886

Brand Sky Blue — openess, fun, calmness

#08A5E2

Air quality data

Charcoal — headings

#1A1A1A

Slate — secondary text

#4A5E72

Line — borders, dividers

#DBE6F0

Soft — tinted backgrounds

#F4F8FD

Air quality data

Good

#5B8E3E

Moderate

#F2C94C

Poor

#E1244D

Accessibility: orange on white passes contrast only for large text and graphics — never body-size orange text. Data colours are for data, not decoration.

The Sky gradient (hero treatment)

Sampled from agency artwork and ratified in production (Home and AirTrack heroes): a diagonal azure gradient used ONLY for hero moments, always bounded by light sections. Stops: #08A5E2 → #0486C9 → #02629F → #00538C at 315°. Text and buttons sit over the dark half only; the bright azure corner belongs to imagery. Formal adoption of this azure family into the palette is pending brand review.

Orange for text

Orange Text — links and text-size orange

#C94B00

Brand orange fails accessibility contrast at text sizes (3:1 on white). Orange Text is the same family deepened to pass (4.7:1) — used for all text links. Bright orange = buttons and headlines; burnt orange = words. A related open question for brand review: adopting a deepened orange (#E05100) as the resting button fill would lift button-label contrast from 3.0:1 to 3.9:1.

Typography

Three typefaces, all free Google Fonts — so decks, social graphics and documents can match the website exactly.

Hanken Grotesk · 600 / 700 · headlines & display

Cleaner air, better runs

Inter · 400 / 500 / 600 · body copy & UI

Whether you're running, cycling, commuting, or simply at home, AirTrack provides personalised insights into how the air around you affects your health and performance.

JetBrains Mono · 400 / 500 · data, labels, numbers

PM2.5 · 12 µg/m³ · LOW

Rules: headlines in Hanken Grotesk with tight leading; body in Inter, never below 14px; mono only for data and small labels, never sentences.

Visual motifs

Emerging from the website design system — proposed as brand-wide motifs, to be ratified:

The route line: a dashed orange path over brand blue — movement through the city. Usable on covers, social headers, section dividers.
AQ traffic lights: green/amber/red dots as compact data markers.
Pill shapes: fully-rounded buttons, tags and chips — athletic, friendly.
Mono numbers: JetBrains Mono for stats, step numbers and data callouts — the “instrument” voice of the brand.
The device frame: app screenshots always appear in the neutral dark phone silhouette (drawn in CSS, platform-agnostic — no iPhone/Android tells). Screenshots are supplied bare; the frame is part of the design system, not the asset.
Cut-out hero photography: hero subjects are tight-cropped cut-outs composited over the Sky gradient — subject on one side, clean gradient field for the headline on the other. Photography should be shot or selected with this architecture in mind.
Iconography — Google Material Symbols (Apache 2.0, attribution-free), replacing icons8. Outlined style, muted navy on light surfaces. Consistent across web, app-store assets and decks.

Tone of voice

Our voice is clear, helpful and evidence-based. We communicate facts simply and let the data speak for itself. We focus on helping people make better decisions, not creating fear. Instead of alarming language, we offer practical guidance supported by real data. We always write in plain English, use British English spelling and grammar, and keep our tone confident, positive and easy to understand.

Our 4 voice principles:‍

Use clear, everyday language. If it doesn't sound natural in conversation, rewrite it. Do: "Good air for a hard session today."
Do: "Good air for a hard session today."
Help people train smarter. Focus on giving useful advice people can act on, rather than creating fear.
Do: "Best time for your long run: 6–8am, before traffic builds."
‍Let the data do the talking. Support every claim with evidence. Present the facts clearly without lecturing or exaggerating.
Do: "Today's NO2 levels are much lower on the canal path than on the main road."
Always use British English. Write in plain, natural British English. Keep sentences concise, avoid jargon and use UK spelling and punctuation. Do: "Optimise your training by choosing cleaner routes."
Do: "Optimise your training by choosing cleaner routes."

Assets & downloads

Everything an external partner needs, in one place — no more emailing PDFs.

To assemble: logo pack (SVG + PNG, colour/mono/reversed), app store badges, product screenshots pack, one-paragraph boilerplate description, press contact. Upload as site assets and link here.

Download logo pack Press & media enquiries