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Brand Identity System — v1.0

Science
meets skin.

Welaab is a precision skincare tester platform — built for people who treat their skin like a lab experiment.

WELAAB.APP EST. 2026 SKINCARE · SCIENCE · PRECISION
Welaab
Precision Skincare Platform
01 — Logo System
Primary — Dark Background
Welaab
Use on dark navy or black surfaces
Secondary — Light Background
Welaab
Use on paper or light cream surfaces
Tertiary — Acid Background
Welaab
Use sparingly — high-impact moments only
02 — App Icon
1024 × 1024
App Store
512 × 512
Standard
180 × 180
iOS Home
32 × 32
Favicon
Monochrome
Single Colour
03 — Colour Palette
Clinical
#1A1A2E
Primary Dark
Acid
#C8FF00
Signature Accent
Paper
#F5F2EC
Background
Serum
#E8D5C0
Warm Skin Tone
Ink
#0D0D0D
Type / Rule
04 — Typography
Display
DM Serif Display
Regular / Italic
Headlines, hero copy
Your skin, decoded.
UI / Body
Syne
400 / 600 / 800
Navigation, body, labels
WELAAB — 28 DAY TRIAL Track your skin's response to each product across a structured 28-day cycle. Log reactions, rate texture, and build a data-driven skincare profile.
Monospace — DM Mono · Data, codes, labels, timestamps
DAY_14 · PRODUCT_REF: WL-0042 · STATUS: ACTIVE · REACTION: NONE · SCORE: 8.4/10
05 — Voice & Tone

Precise,
not cold.

Welaab speaks like a brilliant friend who happens to be a cosmetic chemist. Clinical accuracy without clinical distance. We use data to build trust, not to intimidate.

"Day 14. Your skin's hydration score is up 12% since you started the serum. Keep going."

Confident,
not arrogant.

We know our science. We don't need to shout about it. The brand communicates with the quiet confidence of a lab that has already done the work.

"Not every product works for every skin. That's not failure — that's data."
06 — Usage Rules
01
Never round the icon corners
The sharp, square geometry of the Welaab icon is intentional — it signals precision and structure. Rounded corners dilute the scientific identity. iOS will apply its own mask; do not pre-round.
02
Acid is an accent, not a background
#C8FF00 is reserved for single high-impact moments: a CTA, a data highlight, a status indicator. Never fill large surfaces with it. It loses power through overuse.
03
No decorative gradients
Welaab does not use purple-to-pink gradients, aurora blobs, or mesh backgrounds. Depth is created through structure, contrast, and the grid — not atmospheric effects.
04
Mono for data, Syne for UI
DM Mono is strictly for data strings, codes, timestamps, and labels. Never use it for body copy. Syne carries all navigation and interface text.
05
Rules are structural, not decorative
1px borders in #0D0D0D define layout zones. They are functional dividers, not decorative flourishes. Use them to separate information, not to add visual texture.
06
The "W+flask" mark is sacred
The combination of the geometric W and the erlenmeyer flask silhouette is the core of the icon. Neither element should be used in isolation or modified in proportion.
07 — App UI Preview
9:41 ●●●
Welaab
YK
Current Trial
Barrier Repair Serum — WL-0042
STARTED: 25 FEB 2026 · BRAND: REDACTED
Day 14 of 28
Skin Score
8.4
+1.2 from last week
Home
Log
Products
Profile
9:41 ●●●
Day 14 Log
11 MAR 2026
Skin Condition Today
Hydration
72%
Redness
Low
Texture
Smooth
Breakouts
None
Notes
Skin feels noticeably plumper in the T-zone. No reaction to the niacinamide. Will continue.
Submit Log Entry
08 — Tagline Variants
Primary
Your skin is a lab. We give you the data.
Secondary
TRIAL. TRACK. KNOW.
Short Form
PRECISION SKINCARE. WELAAB.APP

Authored interface direction — 28-day trial, daily log