WIT Cars brand guide · v2 · Night Bay
Know what's due. Know what's done. Keep the proof.
The quiet, exact record of your car. Dark, calm, and lit by one precise light that shows the truth.
The idea
A detailing bay at night. Everything is dark except one inspection light that shows exactly what is on the paint. WIT Cars works the same way: calm, exact, and on the owner's side. Proof is the brand. Every record says where it came from.
We are
- Precise: numbers, dates, sources
- Calm: one thing at a time
- On your side: we say when a bill is high
- Premium through restraint, space and photography
We are not
- Hype: "amazing", "best price guaranteed"
- Busy: grids of 30 icons
- Salesy: upsells on every screen
- Cute: mascots, emoji, cartoon faces
Proof levels, in order of trust
Every record in the Vehicle Passport carries one. Only a real WIT job can be "Verified by WIT".
Colour
Mostly dark. Colour is a signal, not decoration. Ivory carries the text and the one primary action. Gold and blue appear only where WIT itself is: WITSI, verified proof, memberships, Plus.
Roughly how a screen splits. Gold and blue together stay under 2%.
Type
Archivo for everything, with its width axis doing the brand work. DM Mono only for things you read character by character: plates, policy numbers, codes. Big numbers are thin. That is the signature.
WITSI
The inspection light, given presence. A deep-blue disc with one gold light. No face, no smile. She speaks with a calm female voice, says "I", puts numbers first, and always says where an answer came from.
Sizes
Under 28 px the glow and glint drop and the light gets thicker so it still reads.
Components
Grouped lists are the main container. Depth comes from surface steps, not shadows. One primary action per screen, at the bottom where the thumb is.
Buttons
List rows and status
Vehicle and Ownership health
Timeline
Membership
Controls
Imagery
Low-key, blue-hour light, the car as the hero. Black paint, reflections, one light source. Never stock people or smiling mechanics. Text on photos always sits on a bottom scrim.
Voice
Short sentences, plain words, numbers first. Buttons name their action. Say what is real: demo, estimate, not connected yet. Errors say what happened and what to do next.
| Moment | We say |
|---|
Words we use
- car, record, proof, due, fair price
- verified, estimate, studio, partner
Words we don't
- guaranteed, lowest price, AI-powered
- certified accident-free, officially verified, emoji
Screens
Five tabs, matching the app build: Home, Garage, Services, Buy & Sell, Me. WITSI lives in the Home header, the Ask bar and every result, not in a tab. The prototype has every screen below.
Tokens: car-app/docs/design-tokens.json v2 · Written guide: car-app/docs/design/BRAND-GUIDE.md · Demo data is labelled. [FILL] waits on Nik.