primary
Walnut
--primary- HSL
- hsl(24, 20%, 15%)
- HEX
- #2E251F
Primary ink. Headlines, body copy on cream, primary buttons, and the logo mark stroke.
What we are, in one breath.
Name
RingsToday
One word, capital R, capital T. Never “Rings Today” or “ringstoday.com” in body copy.
Tagline
Private Diamond Concierge
Set in Inter, uppercase, with a hairline gold rule above when used inside the lockup.
Voice
- Confident
- Quiet
- Concierge
- Plain-spoken
- Atelier-precise
Positioning
RingsToday is the private diamond concierge for grooms-to-be who'd rather skip the sales floor. Three IGI-certified rings, one private link, her honest reaction — then a hand-set ring shipped insured to your door in seven to twenty-one days. Confident, quiet, and atelier-direct, with no commission floor between you and the bench.
Quick actions
Save this guide for offline review or open the parallel logo concept showcase.
One mark. A short, named family of variants.
Every variant below is a real committed SVG file under public/. The 'Download assets' button bundles the same files into a zip alongside a generated spec readme.
Horizontal lockup — on light
Default placement on cream. Champagne-gold mark with walnut-ink wordmark and the concierge tag.
brand/logo/concept-1/lockup-horizontal.svg
Horizontal lockup — on dark
Use on Walnut or photographic backgrounds darker than 60% luminance. Cream wordmark and a lighter champagne mark so neither half loses contrast.
brand/logo/concept-1/lockup-horizontal-ondark.svg
Stacked lockup — on light
Centered, mark-above-wordmark composition for square placements (Instagram tiles, packaging seals) on cream.
brand/logo/concept-1/lockup-stacked.svg
Stacked lockup — on dark
Same square placements as the light variant, recolored for Walnut or dark photography.
brand/logo/concept-1/lockup-stacked-ondark.svg
Mark only — on light
Favicon, app icon, social avatars, and any spot smaller than 96px wide where the wordmark would be illegible.
brand/logo/concept-1/mark-only.svg
Mark only — on dark
Same rules as mark-on-light, on Walnut or dark photography.
brand/logo/concept-1/mark-only-ondark.svg
Social-share card
Rendered by iMessage, Slack, LinkedIn, Twitter, and Facebook when someone pastes a RingsToday link. Composited from the chosen concept's hero still and horizontal lockup — re-render via the opengraph.sources.json drift-guard sidecar so all four brand surfaces stay in lockstep.
opengraph.jpg· 1200×630Clear space
Maintain a halo of at least 0.5× the mark's rendered height on every side. Nothing — text, photography, dividers — is allowed into that halo.
Minimum sizes
- Primary lockup — 24px tall · 112px wide
- Mark only — 16px tall
Walnut, cream, champagne. Stop there.
Each swatch below paints from the same CSS variable the rest of the app uses. Adding a sixth named brand color is a brand decision — not a design ticket.
background
Cream
--background- HSL
- hsl(40, 33%, 98%)
- HEX
- #FBF8F2
Default page background and the negative space inside the lockup.
accent
Champagne Gold
--accent- HSL
- hsl(45, 60%, 60%)
- HEX
- #D9B65C
Accent only — the diamond in the mark, the gold divider, eyebrow rules, and the primary CTA on dark backgrounds. Never used as body copy.
muted
Stone
--muted-foreground- HSL
- hsl(24, 10%, 40%)
- HEX
- #6E665E
Secondary copy, captions, and policy chrome.
border
Hairline
--border- HSL
- hsl(30, 15%, 85%)
- HEX
- #DCD5CC
Hairline rules, card borders, and the ink-divider underline.
muted
Brushed Steel
--secondary- HSL
- hsl(210, 10%, 90%)
- HEX
- #E2E5E8
Secondary buttons and chips on cream backgrounds.
destructive
Signal Red
--destructive- HSL
- hsl(0, 70%, 50%)
- HEX
- #D92B2B
Reserved for destructive confirmations and validation errors only.
A serif for the headline, a sans for the rest.
Both display families are loaded eagerly via the @import in index.css; the wordmark serif is loaded for the BrandLockup.
Display serif
Playfair Display
Display serif. All H1/H2/H3, hero headlines, and editorial pull-quotes.
Google Fonts · 400 / 500 / 600 / 700, italic 400 / 600
'Playfair Display', Georgia, serifUI sans
Inter
UI sans. Body copy, labels, navigation, buttons, and form fields.
Google Fonts · 300 / 400 / 500 / 600 / 700
'Inter', sans-serifWordmark only — used inside `BrandLockup` and the committed logo SVGs
Cormorant Garamond
Wordmark only — used inside `BrandLockup` and the committed logo SVGs. Not a body face.
Google Fonts · 500 regular + 500 italic
'Cormorant Garamond', 'Cormorant', Georgia, serifThe ring she wants.
Display H1
3.75rem / 1.05
Three rings. One private link.
Section H2
2.25rem / 1.15
Curate her three.
Subhead H3
1.5rem / 1.3
Three rings. One private link. Her honest reaction before you spend a dollar.
Body
1rem / 1.6
PRIVATE DIAMOND CONCIERGE
Caption
0.75rem / 1.4
The way a private concierge talks.
Five principles, with sample copy drawn from the existing concierge tone. When in doubt, write the way you'd talk to a single, specific groom — not a list.
Principle 01
Quiet over loud
We never out-shout the moment. The ring is the headline; we are the steady hand that gets it there.
“Three rings. One private link. Her honest reaction.”
“🔥 BIGGEST SALE OF THE YEAR — DON'T MISS OUT!!!”
Principle 02
Plain over jargony
Diamond shopping is full of acronyms. We translate before we educate.
“An IGI-certified, lab-grown one-carat — same crystal, same scale, a fraction of the price.”
“Take advantage of our exclusive HPHT/CVD synthetic inventory at sub-rapaport pricing.”
Principle 03
Specific over fluffy
Specifics build trust; superlatives erode it. Use named timelines, named bench partners, named certifications.
“Hand-set by our world-renowned atelier partner, shipped insured in seven to twenty-one days.”
“Lightning-fast luxury delivery from our world-class artisans!”
Principle 04
Concierge, not salesperson
We never quote, never close, and never push a stone the customer hasn't asked about.
“Want me to pull a second oval at the same budget so you can compare?”
“I can do an extra 5% off if you decide today.”
Principle 05
Honest about the trade
We say what's lab-grown, what's natural, what's IGI vs GIA, and what the bench can and can't do — every time.
“This is a lab-grown stone, IGI-graded, laser-inscribed. Natural GIA equivalents are about 4× the price; happy to pull either.”
“It's basically the same as a natural diamond — don't worry about it.”
Workshop-shot, hairline-divided, quietly grained.
Workshop, not showroom
Photography is shot at the bench: walnut surfaces, natural side-light, jewelers' hands in frame. Never on velvet pedestals or against gradient seamless backdrops.
Cream, walnut, gold
Backgrounds favor cream and walnut, with the gold accent reserved for the diamond itself or a single ribbon of fine reflection. No saturated brand colors in the frame.
One subject per frame
A single ring, a single hand, a single tool. Group shots are reserved for the 'three rings' editorial moment on the landing hero.
Hairline + gold divider motifs
Section breaks use the `ink-divider` (1px hairline) or `gold-divider` (champagne gradient) utility classes from `index.css`. No drop shadows, no bevels, no gradients elsewhere.
Subtle grain
The `.grain` utility (paired-radial-gradient noise) sits behind hero and brand surfaces to keep cream backgrounds from looking flat in print or on OLED screens.
Motif — ink divider (.ink-divider)
Motif — gold divider (.gold-divider)
Motif — grain texture (.grain)
Things never to do to the brand.
Don't display the wordmark without the ™ at its upper right. The RingsToday name and lockup are the subject of pending U.S. federal trademark applications, so the mark must always appear — on-site it is applied automatically by BrandLockup; for static exports composite an equivalent ™. Switch ™ → ® once a registration certificate issues.
Don't recolor the mark or the diamond — Walnut stroke and Champagne fill are non-negotiable.
Don't stretch, skew, or rotate the lockup. Scale uniformly only.
Don't pair the wordmark with a different serif (e.g. Times New Roman, Garamond Premier). It must render in Cormorant Garamond or its Georgia fallback.
Don't drop the lockup onto a busy or low-contrast photograph. Use the on-dark variant on imagery, with at least 50% luminance separation.
Don't add taglines, country marks, or sub-brands inside the clear-space halo around the lockup.
Don't reproduce the mark below 16px tall or the lockup below 24px tall — at that size the diamond facets fill in and the wordmark stops being legible.
Don't use the Champagne accent for body copy or large fills. It exists to highlight, not to read.
Don't introduce drop shadows, bevels, or gradients onto the mark. The brand is flat, hairline, and quiet.