The Weego
brandsystem.

Welcome

This guide defines how Weego expresses itself, visually and verbally, across its products, materials and interactions. It is the single reference for anyone who designs, writes or produces anything on behalf of Weego.

Who this guide is for

This guide is intended for internal Weego teams (product, design, marketing, communications, HR, sales) as well as external partners (agencies, freelancers, contractors) who produce content under the Weego brand.

How to use it

Each chapter sets clear rules, illustrated with examples and counter-examples. When in doubt, the rule takes precedence over the individual case. If doubt persists, the brand team decides.

Who we are

Weego is the mobility system that connects passengers, companies and operators. Born in Africa, designed for the world.

Our mission

Make mobility simple, reliable and accessible — for every passenger, every company, every operator.

Our vision

Cities in motion, connected, easy to access.

Our values

Positioning Statement

Weego is the mobility system that makes movement simple, reliable and accessible — for passengers, companies and operators. Born in Africa, designed for the world, obsessed with useful.

Founding principle

One Weego. Three faces.

Weego is a single brand, declined into three sub-identities that share the same visual and editorial DNA. Each sub-identity speaks to its audience without ever breaking the masterbrand's coherence.

Golden rule

Purple + Yellow, everywhere. Always.

Purple Heart and Mikado Yellow are Weego's indelible signature. They appear in the visual reality of every product (materials, templates, UI, comms), even when they're not in the logo. The product accent (Torch Red for Weego, Mikado Yellow for Weegolines, Indigo Tech for WeegoPro) comes in addition — never as a replacement.

Coexistence rules

Color proportions per sub-brand

The more expert the B2B use case (WeegoPro), the more neutrals and whites dominate. Purple and Yellow remain present throughout.

Corporate Weego (the group)

When speaking of the group (corporate site, investor deck, executive business card, institutional communication), we use the Weego masterbrand with:

• Weego logo
• Core colors only (Purple + Yellow + Shadow Planet + White)
• No product accent
• The three sub-brands may be mentioned as a portfolio, each with its visual accent inside a dedicated frame.

When to choose which sub-brand

• I'm speaking to an individual who wants to get around: Weego
• I'm speaking to a company that wants to organise employee transport: Weegolines
• I'm speaking to an operator or carrier who wants to run their business: WeegoPro
• I'm speaking about the group as a whole: Weego masterbrand

The global Weego voice

Four principles frame every Weego utterance, whatever the product or channel.

Hard writing rules

Valid across all three sub-brands, without exception.

1. Never an em dash. We use periods, commas, colons or parentheses.
2. No hollow jargon. No "innovative solution", "unique experience", "revolutionise", "disrupt".
3. No empty superlatives. No "amazing", "fantastic", "magical".
4. Always active rather than passive. "We notify you" instead of "You will be notified".
5. Short sentences by default. One idea, one sentence.
6. Numbers as digits from 10 on.
7. No emoji in official communication. OK only on Weego social (B2C), never on Weegolines or WeegoPro.
8. No exclamation marks, except Weego B2C and sparingly.

Tone matrix by sub-brand

Examples by channel

Anti-examples

Vocabulary

We say instead of:

• "Mobility system" instead of "mobility solution"
• "Passenger" instead of "user" (in external communication)
• "Operator" instead of "carrier" (WeegoPro context)
• "Trip" instead of "ride" (except taxi context)
• "Platform" instead of "app" (when speaking of the global ecosystem)
• "Reliable" instead of "robust" or "performant"

Weego family logos

• Weego logo. Two joined circles, an arrow inside the first circle, wordmark in Baloo Bold.
• Weegolines logo. Extension of the Weego logo with the word "Lines" integrated into the design.
• WeegoPro logo. Extension of the Weego logo with the word "Pro" integrated into the design.

Usage rules

• Minimum clear space: equivalent to the diameter of one logo circle around the entire logo.
• Minimum size: 24px digital, 15mm print, to remain legible.
• Color versions: full color (purple + yellow) and monochrome (Shadow Planet or White depending on background).

Logos on backgrounds

Full-color logos can be used on most backgrounds, except those that create a chromatic conflict (white and purple without sufficient contrast). On photos, use the full-color version on photos within the Weego palette, and the monochrome version on black-and-white photos.

Forbidden uses

Partner lockups

The partner lockup is used for approved partnership communications. Rules:

• Weego logo placed to the left of or above the partner logo.
• Clear space between both logos equal to the size of the Weego logo circles.
• Vertical separator line centered in that space.
• Both logos must appear of equivalent size.
• The partner logo aligns to the optical baseline of the Weego wordmark.

Rules for partners

• Don't use the Weego name or mark in the name of another entity.
• Don't use the Weego name or logos in advertising without our explicit approval.
• Don't use Weego assets or similar words on clothing or merchandising.

Core colors

Always present, on every material.

Product accents

One color per sub-brand, in addition to the core colors — never as a replacement.

Neutrals

Essential for UI, long-form text and scale-up polish.

Tints and shades

Each core color is declined on five steps to give flexibility to hover states, backgrounds, data-viz.

Deprecated colors

Not removed, not forgotten — but not in the active palette. Usage: seasonal packaging, ephemeral campaigns, specific illustrations. Never as a signature color.

Gradients

Gradients are allowed when needed, notably for hero sections, CTAs and editorial backgrounds. They must stay within the core palette (Purple Heart → Shadow Planet, Purple → Mikado Yellow as a luminous transition, product accents for sub-brand surfaces).

Principle: the gradient serves emotion or hierarchy, not decoration. When in doubt, solid color remains the default.

Accessibility (WCAG AA validated pairs)

Readable text on background:

• On Purple Heart: White OK, Mikado Yellow OK, Shadow Planet no.
• On Mikado Yellow: Shadow Planet OK, Ink OK, White no, Purple Heart no.
• On Shadow Planet: White OK, Mikado Yellow OK, Cloud OK.
• On White: Shadow Planet OK, Purple Heart OK, Ink OK, Mikado Yellow no.
• On Torch Red: White OK, Shadow Planet no.
• On Caribbean Green (system usage: success): Shadow Planet OK, White no.
• On Indigo Tech: White OK, Mikado Yellow OK.

Simple rule. Shadow Planet or White for 95% of cases. Mikado Yellow must never carry white.

The typographic stack

Removed: Amiko (no consistent Arabic support), Space Grotesk (aligned with the Poppins/Inter site stack).

Live specimens

Typographic scale

Based on a 1.25 modular ratio (major third), valid across all three sub-brands.

Application rules

• Letter-spacing. Poppins at large sizes (>48px): tracking -2% to -2.5%. Inter in body: tracking at 0.
• Case. Never all caps, except Eyebrow (H4) and UI tags.
• Alignment. Left by default. Centered only for hero sections and poster titles.
• Justified. Forbidden. Too many rivers, broken reading.
• Editorial italic. Georgia italic is the Weego signature for editorial emphasis (like "brand system."). To be used in hero, never in running body.

Application by sub-brand

Arabic typography

1. Readex Pro is the official Arabic font. It can be used alone or paired with Poppins and Inter.
2. RTL reading direction is respected everywhere (posters, app in Arabic mode, bilingual documents).
3. Never Arabic in Poppins or Inter. These fonts don't support it correctly.
4. Arabic line-height: +10% compared to Latin.
5. Sizes: use the same modular scale. The Arabic eye reads larger, so you can drop one step if density is too high.
6. No uppercase in Arabic (doesn't exist). Adapt titles on bilingual materials.

Bilingual case

Common in Morocco, Senegal and other markets. Rules:

• Latin on top, Arabic below, or left / right depending on the material.
• Same visual hierarchy, equivalent weight.
• Two Weego logo versions if needed (Latin + Arabic), to be created if missing.

Principles

• Style. Line, 1.5 to 2px stroke, rounded caps, rounded angles (2px radius).
• Base grid. 24×24px, 2px internal padding (shape fits within 20×20).
• Render. Monochrome by default. Color accent reserved for active states or rare highlights.
• Legibility. If the icon isn't legible at 16px, we simplify it.
• Personality. Neutral but warm. Not cute, not cold.

Official sizes

Visual states

Torch Red is both a product accent (Weego) and the system warning color. Caribbean Green is no longer a product accent but remains the system success color. No conflict: the usage contexts don't overlap.

Base library

Starting point: Phosphor Icons (phosphoricons.com) in Regular variant by default, with Bold as a fallback for small sizes.

Transport icons (custom signature to produce)

Priority 1 (13 icons to draw): bus, tram, metro, train, taxi, car, motorbike, moto-taxi, bike, scooter, pedestrian, shuttle, minibus.

Priority 2 (4 icons to add next): ferry, plane, cable car, tricycle (keke / tuktuk).

Transport icon drawing rules

• Side view, simplified.
• Constant 2px stroke.
• Stylised wheels (simple circle, no details).
• Default direction: facing left. Mirror in RTL Arabic context.

Application by sub-brand

Direction

Illustration is the brand's strongest emotional differentiator. Flat, modern, editorial style — scenes of African urban life with stylised characters. Every illustration must include Purple Heart and Mikado Yellow (architecture rule, no exception).

Characters. Stylised silhouettes, slightly elongated proportions. Simple or featureless faces, for universality. Visible and non-stereotyped diversity (skin tones, outfits, ages, genders). Movement on every character.

Scenes. Bus stop, someone looking at the app, a group exiting a station, urban landscape with a Weego vehicle in the background.

Palette. Base Purple Heart + Mikado Yellow. Torch Red accents (1-2 elements max). Shadow Planet and Cloud neutrals. Skin: natural-tone spectrum.

Production

• Ideal: a custom illustration library, commissioned from an African illustrator.
• Fallback: custom illustrations done in-house, with a strict style guide.
• Never: AI generation without retouching.

Cross-cutting principles

1. Real, not staged. Prefer reportage to a planned session.
2. Contemporary African urbanity, without exoticism or caricature.
3. No identifiable stock photo. If stock, only banks oriented toward urban Africa (Nappy, TONL, CreateHER Stock).
4. Movement is a theme. Subtle directional blur, moment capture.
5. Natural light dominates. Golden hour, clear morning, late day.
6. Real diversity: ages, outfits, genders, body types, styles.

Weego (B2C passengers)

Weegolines (B2B companies)

WeegoPro (B2B operators)

Human direction (casting)

• Real profiles before actors. If actors, avoid "too model" faces.
• No forced poses, no camera gaze with commercial smiles.
• Visible Pan-African diversity in corporate-image casting.
• Realistic attire: people dressed how they actually dress.
• Respect: never staging that caricatures trades.

Light direction by sub-brand

What we never show

Production and sourcing

• Ideal: a dedicated shoot per sub-brand, every 6 to 12 months, with an African photographer based in one of our cities.
• Fallback: alternative photo banks oriented toward urban Africa (Nappy, CreateHER Stock, TONL, Shutterstock African Voices curated).
• Never: full AI generation of synthetic images. Discreet AI retouching allowed.

Rights and distribution

• Written image rights release for each shoot.
• Broad licenses (web, print, multi-sub-brand, 5-year+ duration).
• Storage in a shared DAM (Digital Asset Manager).

Single source

All Weego motifs, patterns and decorative elements derive from a single primitive shape: the two logo circles + the directional arrow. That's what unifies the visual language.

Weego pattern

A grid of circles and arrows, variable in density and color depending on context.

Three intensities.

1. Dense pattern. Saturated backgrounds, packaging, envelope interior, deck cover. Tight circles + arrows, small scale.
2. Airy pattern. Presentation sections, slide transitions, stationery. Spaced circles + arrows, large scale.
3. Linear pattern. Headers, footers, decorative bands. Strict horizontal or vertical repetition.

Pattern color rules

Reminder: Purple + Yellow required in every variant.

Color blocks

The main graphic construction form for layout. Usage: slides, posters, web sections, chapter covers.

• Full-color rectangular blocks, aligned to the grid.
• A block can hold a pattern overlay (15 to 30% opacity).
• Maximum 3 color blocks per layout.
• Yellow is always the luminous color, visual-hierarchy accent — never the main background of a large text surface.

Shapes derived from the logo

The Weego circle, reused as:

• Badge (photo placeholder, user avatar, product tag).
• Loading icon (rotation).
• Graphic punctuation (divider).
• Custom bullet point in deck lists.

The Weego arrow, reused as:

• Directional arrow (CTA, links).
• Motion marker (scroll indicator, pagination).
• Accent underline beneath a title (swoosh-type curve).

Textures

• No photographic texture (paper, grain, leaf).
• Only grain allowed: a light compression noise on some Weego photos.

Backgrounds

Corporate stationery (masterbrand)

Official company stationery uses the Weego masterbrand, not the sub-brands. It is product-neutral.

Commercial stationery (sub-brands)

When the material is specific to a sub-brand, it uses its logo, its color proportions, and its visual direction (illustration / photo).

• Weego: passenger flyer, urban poster, stickers, general-audience tote bag.
• Weegolines: commercial proposal, HR document, employee onboarding, shuttle signage.
• WeegoPro: technical document, B2B commercial proposal, API documentation, monthly report.

Deck templates

Four templates: one per sub-brand + one corporate.

Shared structure.

1. Cover: large Poppins Extrabold + logo + color accent.
2. Table of contents / Agenda: numbered list, Inter.
3. Section divider: full-color block with number and title.
4. Standard content: 2 columns text or text + visual, Inter body, Poppins eyebrows.
5. Data slide: graph in the product palette (JetBrains Mono for WeegoPro).
6. Quote / emphasis: large Poppins or Georgia italic on Purple or Shadow background.
7. Closing / thanks: logo + URL + contact.

Formats. 16:9 (standard), 4:3 (legacy if needed).

Social media templates

Cross-cutting rules.

• Always the sub-brand logo (not the masterbrand, except corporate posts).
• One idea per post.
• Visible product color accent.
• Purple + Yellow present.
• Title in Poppins, body in Inter.
• Figma and Canva templates to be delivered with the guide.

Merchandising

Digital applications

• weegolife.com: masterbrand, leads to the 3 product pages.
• Product sites (if distinct): respect sub-brand direction.
• Weego app: respects the iconography, color system and typography chapters. The UI is its own design system inheriting the brand rules.
• Transactional email: sober template, logo of the relevant sub-brand.
• WeegoPro dashboard: dominant neutrals, Purple + Yellow highlights, Indigo Tech for data-viz.

Physical signage

• Vehicles (buses, shuttles): dominant Purple Heart, clearly visible logo, accent per product.
• Weego stops: Shadow Planet with Mikado Yellow logo, airy pattern.
• Internal office: consistent editorial mix with photo and illustration.

Source files

All brand files are centralised. The DAM (Digital Asset Manager) contains:

• Logos (SVG, PNG, EPS) for the 3 sub-brands + masterbrand. Available now ↑
• Color palette (Adobe ASE, Figma tokens, CSS variables).
• Typographic stack (.woff2, .ttf files).
• Icon library (Phosphor base + custom transport icons).
• Illustration library.
• Photo library. Founder photos available ↑
• Deck templates (Figma, Google Slides, Keynote).
• Social templates (Figma, Canva).
• Stationery templates (InDesign, Figma).

Who to contact

Any question, file request, campaign validation or rule exception goes through the Weego brand team. brand@weegolife.com

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