Summary: 7Mind’s visual identity: attributes, typography, photography, colour direction, logo, design system location. Sources: Notion extraction 2026-05-15 (Brand guidelines January 2025, 7Mind Brand Strategy) Last updated: 2026-05-15
Visual Attributes
The visual brand is described with four key attributes. These are the design north star, not decorations.
- Curated: designed with care; relevant and organized; abundant empty space; few elements per composition; accessible designs with high contrast and legibility.
- Wise: evidence-based content shown confidently. Large prominent typography. App mockups, content quotes, statistics, and user reviews. No flashy colours or cutesy illustrations.
- Positive: warm tones, inclusive and relatable photography, hand-drawn illustration, soft shapes.
- Down to Earth: simple and clean. 75% photography / 25% illustration. Avoid full-screen illustrations. Filterless, full-colour photography. Earthy colour tints. No “heavy make-up”.
Desired customer perception: trustworthy, modern, welcoming.
Components
- Typography: large, prominent.
- Photography: warm, lifestyle, people-focused.
- Colours: earthy, nature-inspired.
- Empty space: abundant.
- Social proofs: UI elements, app mockups, quotes, statistics, reviews.
Typography
Two typefaces are in use:
- Bogue (display / editorial). Weights available: Semibold and MediumItalic.
- Kommon Grotesk (workhorse sans). Weights available: Regular, SemiBold, Bold.
Font files are attached to the Brand guidelines (January 2025) Notion page. TBD — confirm the agreed fallback stack and licensing terms before shipping web copy that depends on these faces.
Colours
The current colour palette is maintained in three linked databases on the Brand guidelines page in Notion (“Main colors”, “Main colors (1)”, “Main colors (2)”). The Brand Strategy doc notes that 7Mind colours vary based on which sub-brand (e.g. 7Mind vs 7Sleep) they represent. Specific hex values are not duplicated here, since the Notion databases are the live source.
TBD — when a token-based system lands in the Figma design system, capture the canonical token list here so agents can reference it without round-tripping to Notion.
Logo
- 7Mind logo and app icon assets live in shared Google Drive folders (SVGs and PNGs).
- The Brand Book is currently a Figma draft, work in progress.
TBD — minimum-size, clear-space, and prohibited-treatment rules. The Brand guidelines page (January 2025) shows logo files but does not yet codify usage rules. The “Brand Book” Figma draft is the place to look next.
Photography
Photography is the main brand element. Style:
- People-focused. Portrays all kinds of people and positive emotions.
- Filterless and authentic. Full colour.
- Subjects performing everyday actions.
- Lifestyle, not stock-feel.
A “Guidelines for photoshoots version 2” page exists in Notion for photographers.
Illustration
Illustration is intentionally minimal: spot illustrations only, never full-screen. The illustration section of the Brand guidelines is still WIP.
TBD — final illustration style guide and approved illustration library.
Design System Location
- Notion: Brand guidelines (January 2025) is the maintained source for visual attributes, components, typography, colours, photography, logo files.
- Figma: Visual Brand file, including the WIP Brand Book draft and the design system file used by Product Design.
- Google Drive: logo SVGs/PNGs and approved photography sets.
- Repos: design tokens for Flutter and Web. TBD — confirm the canonical token package name and surface it here. See flutter-app and nuxt-website for current implementations.
Sub-Brands
7Mind operates alongside sister product 7Sleep within the 7NXT group. Brand colours vary per sub-brand. Do not assume a single palette covers both.