SOOLA
Brand guidelines
v1 · June 2026 · soola.eu
01 — Logo

The wordmark

SOOLA
Primary — on white
SOOLA
Reversed — on navy
O
O
Favicon / app icon

The wordmark is one word, set in Montserrat SemiBold, all caps, wide tracking. The accent sits only on the middle letter — the second O. The four other letters stay navy. Never re-letter, re-space, or recolour beyond this.

Clear space & minimum size

SOOLA
SOOLA
Min. 96 px / 26 mm wide (digital / print)
O
Icon down to 16 px

Keep clear space on all sides equal to the height of the O. Don't crowd the logo with other elements.

02 — Logo misuse

Don't

✕
SOOLA
Stretch or distort
✕
SOOLA
Recolour off-palette
✕
SOOLA
Move the accent letter
✕
SOOLA
Add a divider line
✕
SOOLA
Change the typeface
✕
SOOLA
Add effects or shadows
03 — Colour

Palette

Navy
HEX #26384C
RGB 38 · 56 · 76
CMYK 50 · 26 · 0 · 70
Primary. Blocks, headings, the wordmark.
Sea-glass
HEX #2F7E78
RGB 47 · 126 · 120
CMYK 63 · 0 · 5 · 51
Accent. Buttons, links, the accent O. Used sparingly.
Sea-glass bright
HEX #5FB3AB
RGB 95 · 179 · 171
CMYK 47 · 0 · 5 · 30
Accent on navy backgrounds (footer, icon).
Paper white
HEX #FFFFFF
RGB 255 · 255 · 255
CMYK 0 · 0 · 0 · 0
Base. Most of every surface.
Ink
HEX #1E2A2C
RGB 30 · 42 · 44
CMYK 32 · 5 · 0 · 83
Body text (softer than pure black).
Soft grey
HEX #E8EBED
RGB 232 · 235 · 237
CMYK 2 · 1 · 0 · 7
Functional only — borders, dividers, fields.

Navy and white carry the brand; sea-glass is rationed to actions and highlights so it keeps its pull. Grey is plumbing, never a feature colour. For print, confirm navy and sea-glass as CMYK or Pantone with your printer.

04 — Typography

Montserrat

Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Regular400 · body
Medium500 · labels, eyebrows
SemiBold600 · headings, wordmark
H1 · SemiBold · 44–56 px
Kevyemmät jalat
H2 · SemiBold · 28–34 px
Tehty pitkiin päiviin
Eyebrow · Medium · 12–14 px · uppercase · tracking 200–300
Koko päivän mukavuus
Body · Regular · 16–17 px · line-height 1.6
Pehmeät, kestävät ja helposti pestävät pohjalliset – tehty seisomiseen ja kävelyyn.

The wordmark and all-caps eyebrows use wide tracking (Illustrator 200–400). Fallbacks if Montserrat is unavailable: Poppins, Century Gothic, or a system sans for long body text.

05 — Voice & claims

How Soola speaks

Calm, plain, Scandinavian, unpretentious. Sentence case. Finnish for the market. Describe the feeling and the situation — never a medical condition or cure.

Use

  • Comfortable all day
  • Cushioned, soft
  • Durable, everyday use
  • Easy to wash, fresh
  • For standing & walking
  • Less tired feet

Avoid

  • Pain, pain relief
  • Treats / prevents / cures
  • Plantar fasciitis, flat feet, pronation
  • Orthopedic, therapeutic, medical
  • "Corrects" posture / alignment
  • "Clinically proven"
Soola is a comfort product, not a medical device. Claims stay about comfort and feel; naming a condition or a treatment effect can reclassify the product under EU medical-device rules. When unsure, describe the feeling — not the cure.
06 — Imagery

Product photography

Soola insoles on a clean white background

Direction

Product on clean white. The neutral black-and-white product pairs cleanly with navy and white. Generous space, no clutter, soft even light.

Avoid

No stock photos of people posed as customers. No invented reviews or ratings. Use only real product and real customer content.