brand-visual-language
Brand Visual Language
Visual shape communicates personality. A rounded corner says something different to the user than a sharp one — and that message arrives before they read a single word. The shapes in typography, border-radius, and iconography should tell a consistent story.
Shape Language
| Shape | Tone | Associated with |
|---|---|---|
| Rounded, pill-shaped | Friendly, approachable, playful, modern | Consumer apps, health, kids, lifestyle, social |
| Softly rounded (8–12px) | Professional, warm, accessible | SaaS, productivity, general B2B |
| Lightly rounded (2–4px) | Precise, structured, efficient | Enterprise tools, finance, data platforms |
| Sharp / no radius | Technical, serious, authoritative | Developer tools, security, industrial |
Every component — cards, inputs, modals, badges — should follow the same radius logic.
Radius for Large Surfaces
The perceived "roundedness" of an element changes with its scale. A radius that looks soft on a button may look sharp on a large container.
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