← Back to press kit
Brand assets

The look, the type, the rules.

Logo variants, the exact colour palette, typography specimens, the voice we write in, and a downloadable starter kit. Everything editorial and press teams need to place The Scene correctly.

Logo variants

The black heart is the primary mark. Use the full lockup for banners, headers, and any surface where the wordmark reads cleanly. Use the heart alone for avatars, favicons, and small surfaces.

The Scene heart mark, black with soft purple underglow, shown on warm near-black background

Heart, primary

Black heart with a subtle purple underglow. The default brand mark. Use on dark backgrounds.

Download SVG
The Scene heart mark, solid black with no glow, shown on bone background

Heart, mono black

Solid black heart, no glow. For light surfaces, print, embossing, and any single-colour reproduction.

Download SVG
The Scene heart mark, solid bone white, shown on warm near-black background

Heart, mono white

Solid bone white heart, no glow. For dark surfaces where the purple glow would clash or print colour is unavailable.

Download SVG
The Scene favicon at 32 by 32, black heart with small purple underglow

Favicon, 32x32

Compact heart with minimal glow, optimised for tab icons and small scale. Ships as the site favicon.

Download SVG
The Scene wordmark set in a Fraunces-style serif, bone white on warm near-black

Wordmark, bone

"The Scene" set in Fraunces serif for dark backgrounds. Use alongside the heart or on its own for typographic headers.

Download SVG
The Scene wordmark set in a Fraunces-style serif, warm near-black on bone

Wordmark, ink

"The Scene" in warm near-black on light surfaces. Pair with the mono black heart for print and editorial use.

Download SVG
The Scene horizontal lockup, black heart with purple underglow plus the wordmark in bone white, on warm near-black

Lockup, dark mode

Horizontal lockup matching the landing navigation. Black heart plus bone wordmark. Default for web, social banners, dark press surfaces.

Download SVG
The Scene horizontal lockup, black heart with purple underglow plus the wordmark in warm near-black, on bone

Lockup, light mode

Same lockup for light surfaces. Warm near-black wordmark on bone. Editorial, print, any light backdrop.

Download SVG

Usage notes

  • Clear spaceLeave a margin equal to the height of the heart on all sides. No text or imagery inside that zone.
  • Minimum sizeThe heart mark renders down to 20px. The full lockup needs 120px minimum width to stay readable.
  • BackgroundsPrimary is the warm near-black. On light surfaces use the mono black heart plus the ink wordmark. Avoid busy photographic backgrounds behind the mark.
  • Colour lockNever retint the heart. Black stays black. The glow is always the purple in the palette below, never a substitute.
  • RotationDo not rotate, skew, or outline the heart. Keep it upright. The shape is the signature.

Colour palette

Seven colours. That is the whole system. Warm dark as the ground, bone and muted warm grey for text, purple for accent and glow, oxblood for depth, solid black for the heart.

Ink
Warm Near-Black
Hex#0A0705 RGB10, 7, 5 RolePrimary

Primary background, everywhere. Warmer than pure black so skin tones and photos stay alive on top of it.

Bone
Bone
Hex#EDE8DE RGB237, 232, 222 RoleText primary

Headings, primary body text on dark backgrounds, the wordmark on dark lockups. Warm off-white, never pure white.

Muted
Warm Grey
Hex#BEB8A9 RGB190, 184, 169 RoleText muted

Body copy, secondary text, descriptions, eyebrow labels on dark. Sits a step below bone in the hierarchy.

Purple
Purple
Hex#9B7DD0 RGB155, 125, 208 RoleAccent

Accent only. Link colour, rotating italic word in the hero, mono eyebrow rule, focus states, small highlights. Never used for body text.

Heart Glow
Purple Glow
Hex#6B4F9E RGB107, 79, 158 RoleAccent, soft

Deeper purple used in drop-shadows and gradient underglows behind the heart. Also the selection highlight colour.

Oxblood
Deep Purple, Oxblood
Hex#4A1820 RGB74, 24, 32 RoleAccent deep

Low-key accent for depth in gradients and atmospheric backgrounds. Never used as a flat fill or as text colour.

Black
Black
Hex#000000 RGB0, 0, 0 RoleThe heart only

Reserved for the heart mark. Do not use pure black for backgrounds or text, that is the job of the warm near-black and bone.

Typography

Three typefaces. Fraunces for display, Inter Tight for body, JetBrains Mono for labels and eyebrows. All three are open-source, all three ship via Google Fonts.

Fraunces
Display, serif, variable with SOFT axis
Google Fonts
24pt, opsz 14, SOFT 40
Compatibility fueled chemistry.
48pt, opsz 72, SOFT 50
Compatibility fueled chemistry.
72pt, opsz 144, SOFT 60
Compatibility fueled chemistry.
120pt, opsz 144, SOFT 60, italic accent
Trust is the floor.
Inter Tight
Body, sans-serif, weights 300 to 600
Google Fonts
14px, regular
Dating and community, built for the people already inside the scene. Trust is the floor. Consent is the entry door. A real quiz feeds a real algorithm, and the people at the top of your feed are people you have something specific to talk about.
16px, regular
Dating and community, built for the people already inside the scene. Trust is the floor. Consent is the entry door.
20px, regular
Trust is the floor. Consent is the entry door.
24px, medium
Trust is the floor.
JetBrains Mono
Labels, eyebrows, UI accents, monospace
Google Fonts
11px, uppercase, letter-spacing 0.18em, eyebrow style
A dating app for the already-initiated
14px, sentence case, body mono
press@thescenedatingapp.com

Voice principles

How The Scene sounds. Compact, declarative, specific. Warmer than it looks, sharper than it sounds.

Direct, declarative

Short sentences. Full stops carry weight. Say the thing, do not pad it. "Trust is the floor." Not, "We believe trust should be foundational."

Load-bearing honesty

Every claim should survive a direct follow-up question. If we cannot defend it on the record, we do not write it on the surface. No puffery, no aspirations dressed as features.

No em dashes, ever

Commas, full stops, or a line break. Hard rule. We want the rhythm of spoken sentences, not the typographic swagger of a blog draft.

Second person where natural

"You" is closer than "users". When we speak to a member of the community, we speak to them directly. Reserve third person for category descriptions and policy text.

Three to eight word headlines

Long enough to land, short enough to remember. "Density beats scale." "Consent is the floor, not the ceiling." If it runs past eight, trim or split.

Specific beats clever

Name the thing. "18 categories" not "deep compatibility". "15-minute consent course" not "robust onboarding". Numbers and nouns do the work.

Do's and don'ts

The short list. These are the rules that matter when a surface ships to the public.

Do

  • Use the black heart as the primary mark, always upright.
  • Set display type in Fraunces, body copy in Inter Tight, labels in JetBrains Mono.
  • Keep backgrounds warm dark (ink). Cream and bone are for light editorial use only.
  • Lean on purple for focus and accent, never as body text.
  • Write headlines at three to eight words, declarative, with a period.
  • Attribute public quotes to "A spokesperson for The Scene".

Don't

  • Introduce bright colours or gradients outside the palette above.
  • Use em dashes anywhere. Ever. Commas, periods, or a line break.
  • Put the founder's name on public-facing surfaces. We are behind the brand.
  • Recolour, rotate, skew, or outline the heart mark.
  • Substitute a stock sans for Inter Tight or a stock serif for Fraunces.
  • Pair the mark with another logo or mascot, inside or outside the company.

OG share image

1200 by 630 share image for social previews and press distribution. Available as a resolution-independent SVG and as a static HTML layout you can screenshot to PNG.

The Scene social share image. Black heart with purple underglow on a warm dark gradient, wordmark in bone serif, italic purple tagline reading Compatibility fueled chemistry, and the domain thescenedatingapp.com at the bottom left.
og-image.svg. Scales cleanly for any surface. Download SVG. For a raster PNG at 1200x630, open og-image.html at that viewport and screenshot the frame.

Download kit

Individual SVG assets are live below. A zipped full kit is on the way. For that or anything else, email us.

Individual files

Full zipped kit, coming soon. For the zipped bundle, editorial-grade PNG renders, or anything not listed above, email admin@thescenedatingapp.com. We reply inside 48 hours.
Back to press kit