Rules for how SMEfrog looks, sounds, and reads. smefrog.com only.
The SMEfrog logo is the single most important brand asset. Use it correctly.
On Dark #0a0a0aThe full SMEfrog palette. Every colour has a job.
CTAs, active states, accents, logo "frog"
Hover states, secondary buttons
Primary page background
Card backgrounds
Dividers and card borders
Paragraph text
Secondary labels, captions
Headings on dark backgrounds
Two type families. Every weight has a purpose.
Syne
Weight 700 and 800 only. Use for all page titles, section headings, card headings.
Bold 800
Bold 700
DM Sans
Weight 300, 400, 500. Use for all body copy, labels, navigation.
Light 300
Regular 400
Medium 500
DM Mono
Use for tool outputs, data displays, code.
const name = "SMEfrog"
N$800.00
| Level | Size | Weight | Line Height |
|---|---|---|---|
| H1 | clamp(32px, 5vw, 56px) | 700–800 | 1.1 |
| H2 | clamp(24px, 4vw, 40px) | 700–800 | 1.1 |
| H3 | 22px | 700–800 | 1.1 |
| Body | 16px | 300–500 | 1.75 |
| Small | 13px | 400–500 | 1.4 |
Cap line length at 65ch for body text. Headings: line height 1.1. Body: 1.75. Labels: 1.4.
How SMEfrog sounds in writing. Every word earns its place.
Say what you mean in the fewest words.
Reference local context, local institutions (BIPA, NamRA), local prices (N$).
No exclamation points. No superlatives.
No m-dashes, no AI filler phrases, no passive voice.
One line of personality is enough, then get to the point.
One click copies the entire brand identity as plain text. Paste it anywhere.
SMEFROG BRAND IDENTITY ====================== Logo: "SME" white/black + "frog" #4CAF50. Never single colour. Never stretched. Primary colour: #4CAF50 (green). Dark bg: #0a0a0a. Surface: #141414. Fonts: Syne (headings, 700/800) + DM Sans (body, 300-500). Voice: Direct. Plain English. Namibian-specific. No m-dashes. No exclamation points. No AI filler. Tone: Confident, warm, efficient. WhatsApp: +264853411522 Academy: academy.smefrog.com (future) / document-library-one.vercel.app (current)