# 2Gether — Brand Specification

> Machine-readable brand source of truth. Feed this whole file to any designer, developer, or AI tool before producing 2Gether assets.

## Quick Reference

- **Name:** 2Gether
- **Category:** Community-events app (free, global)
- **Direction:** The Third Place
- **Identity system:** Sticker Pop
- **Tagline:** Tonight has your name on it.
- **One-liner:** The app that ends the 9pm scroll — community over dating, always.
- **Voice:** The group's funniest, warmest friend
- **Primary color:** Bubblegum `#FF5DA2`
- **Display font:** Bagel Fat One
- **Body font:** Baloo 2
- **Symbol:** The together bubble (two overlapping speech bubbles)

---

## Positioning

Partiful owns your party. Meetup owns club admin. **2Gether owns belonging**: the first app you open when you're new, lonely, or just bored on a Tuesday.

- Partiful → borrow the invite joy
- Meetup → borrow the club infrastructure
- Pinterest → borrow the warmth

**Differentiator:** community and group over dating. Zero matchmaking. The app that gets you *out of* the app. Free, global.

## Audience

- **Primary:** Gen Z (18–26) who want real-life plans without dating-app friction.
- **Secondary:** City newcomers building a circle from zero · club & hobby organizers who need a playful home.
- **Anchor persona — Maya, 22:** Moved for her first job. Knows three people. Scrolls at 9pm wishing something was happening tonight. She wants to show up somewhere — not match with someone.

## Mission

Make every city feel like it has your people in it.

## Values

- Show up as you are
- Community over clout
- Plans are promises
- Everyone hosts something
- Fun is a feature

## Brand Story

2Gether started with a feeling everyone knows: 9pm, alone, scrolling. Not lonely exactly — just **uninvited**. Every app on your phone wants to find you a date. None of them want to find you a Thursday.

So we built the one that does. Loud invites, warm rooms, zero small-talk dread. Real communities with real recurring plans — run clubs, game nights, potlucks, the stuff a life is actually made of.

**Community over dating, always.** Show up once; belong by the second time.

---

## Voice & Tone

**Persona:** the group's funniest, warmest friend.

Attributes: **Warm · Funny · Inviting · Zero-pressure**

### Copy Examples

| Context | Say this |
|---|---|
| Headline | Tonight has your name on it. |
| Body | Pick a thing. Show up. Leave with people you'd text again. |
| Button | Count me in |
| Secondary button | Host something |
| Error state | That page ghosted us. Try again — we're not going anywhere. |
| Social caption | POV: you said maybe and showed up anyway. That's the whole app. |
| Tagline alt | Show up. Belong. |
| Bio | "Tonight has your name on it." → tonight's events → host your own. |

### Never Say

networking · mingle · premium · exclusive · curated · vibes · journey · empower · unlock

And never dating-app language: no "match", no "swipe", no "your type". Write "Count me in", never "Register now". Celebrate 4-person events like 400-person ones — small is the point.

---

## Color

| Role | Name | HEX | RGB | CMYK | Usage |
|---|---|---|---|---|---|
| Primary | Bubblegum | `#FF5DA2` | 255 93 162 | 0 64 36 0 | Invites, CTAs, joy |
| Secondary | Electric | `#3D5BFF` | 61 91 255 | 76 64 0 0 | Links, info |
| Accent | Lime | `#C6F24E` | 198 242 78 | 18 0 68 5 | Highlights, wins |
| Text | Ink | `#17141F` | 23 20 31 | 26 35 0 88 | Always legible |
| Base | Cream | `#FFF9F0` | 255 249 240 | 0 2 6 0 | Breathing room |

**Primary pairings:** Bubblegum + Cream · Blue + Lime · Ink + Bubblegum

**Contrast:** Ink on Cream hits 13.5:1 — body text lives there. Cream on Bubblegum is for headlines and buttons, not paragraphs.

**Never:** Blue body text on Bubblegum · Lime text on Cream · gradients between brand colors · anything muddy, muted, or beige-adjacent.

---

## Typography

| Level | Font | Size | Notes |
|---|---|---|---|
| H1 | Bagel Fat One | 96px | One bouncy idea per screen |
| H2 | Bagel Fat One | 64px | |
| H3 | Bagel Fat One | 40px | |
| Body | Baloo 2 Medium (500) | 20px / 1.5 | |
| Caption | Baloo 2 Semibold (600) | 14px / 1.4 | |
| Eyebrow | Baloo 2 ExtraBold (800) | 15px | Uppercase, +0.22em tracking |

**Bagel Fat One — display only.** Headlines, wordmark, big moments. Never below 28px. Never body copy. Don't stack three Bagel headlines on one screen.

**Baloo 2 — everything else.** Body, buttons, captions, UI. Medium 500 for body, Bold 700–800 for emphasis. Minimum 14px anywhere, 16px in-app.

Both fonts are SIL Open Font License — see `fonts/`.

---

## Logo

**Wordmark:** "2GETHER" in Bagel Fat One with a bouncy baseline (odd letters −3°/up, even +2.5°/down) and a winking face on the "2". The bouncy baseline is plans falling into place; the winking "2" is the friend who texted first.

**Symbol — the together bubble:** two overlapping speech bubbles (Bubblegum large with a smiley face, Electric small), white sticker outline. One conversation — the whole product in one mark. Used for app icon, favicon, avatar.

**Clear space:** the height of the "2" on all sides. Never crowd the mark.

**Backgrounds:**
- Ink wordmark → on Cream & Lime
- Cream wordmark → on Bubblegum, Blue & Ink
- Lime wordmark → on Ink only

**Logo don'ts:** never stretch or squash · never rotate the lockup · never low-contrast backgrounds · never recolor off-palette · never add drop shadows · never drain the color or crop the bubble.

Files in `logo/` — symbol SVGs (5 color variants), wordmark PNGs, horizontal + stacked lockups, app icon.

---

## Iconography

24px grid · 2.25px stroke · round caps & joins · no fills except dots. Chunky geometry — icons should feel cut from the same foam as the logo. Core set of 12 in `icons/`. Extend with **Phosphor Icons, "bold" weight** only. Never mix in thin-line or filled icon sets.

---

## Photography

**Real hangouts, caught mid-laugh.**

- **Subject** — people actually doing the thing: games, cooking, running, toasting. Mid-laugh, mid-bite, mid-move. Never posed lineups.
- **Light** — golden hour, window light, string lights. Warm and slightly imperfect. No studio strobes, ever.
- **Color** — saturated and warm; edits push toward Bubblegum/Lime tones. If a photo feels grayscale, it's not ours.
- **Cast** — visibly diverse, always. Different skin tones, body types, ages within Gen Z. Real friend groups, not model agencies.
- **Texture** — film grain, real clutter: red cups, sneakers, notebooks, half-eaten snacks. Lived-in beats polished.

**Forbidden:** corporate stock · glass offices · staged handshakes · anyone alone on a laptop · white-background group shots · watermarked or text-baked images.

Photos ship as **stickers**: white 7px border, 28px radius, hard offset shadow, slight rotation (±2°), optional tape strip. Confetti dots used sparingly.

---

## Visual World

Sticker Pop: Cream base, brand-color blocks, sticker-framed photos, pill chips rotated ±2°, Bagel headlines with one word recolored, confetti dots with restraint. Event tiles always carry a label chip ("game night", "park club", "potluck people").

---

## Touchpoints

- **App:** the invite in hand — Bubblegum CTAs, Cream base, sticker event cards.
- **Club HQ:** organizer dashboard — playful but usable; Baloo carries the UI.
- **Merch:** die-cut stickers (the bottle that travels), totes (the tote that recruits). Bubble + wordmark + one chip, never more.
- **Business card:** 85×55mm, Bubblegum back / Cream front.
- **Social avatar:** circle crop, Bubblegum bg. **App icon:** Ink rounded square, symbol only.
- **Presentation cover:** Blue bg, Cream Bagel headline, Lime accent word.
- **Instagram grid:** photos of real hangs with graphic tiles between. Never nine ads in a row. Stories: Bubblegum bg, bubble top-left, one idea per frame.
- **Website hero:** Cream base, one bouncy headline ("Your people are already out there."), Bubblegum CTA, confetti restraint.

**Rule of three moves:** every application runs on a brand-color base + the bubble or wordmark + one bouncy headline. If it needs a fourth move, redesign it.

---

## Do / Don't

**Do**
- Leave breathing room around the wordmark — the height of the "2", always.
- Pair Bubblegum with Cream; let Lime be the surprise, not the base.
- Use real photos of real hangouts — grain, clutter, mid-laugh.
- Write like the funny friend: "Count me in", never "Register now".
- Celebrate 4-person events like 400-person ones. Small is the point.

**Don't**
- Use dating-app language — no "match", "swipe", or "your type".
- Crop, drain, or recolor the together bubble off-palette.
- Set Blue body text on Bubblegum — contrast is not optional.
- Say "networking", "mingle", or "curated". Ever.
- Ship stock-photo handshakes or glass-office energy.

---

## References

- **Partiful** — invite energy, loud joy
- **Pinterest** — visual warmth, sticker-board mood
- **Meetup** — club infrastructure (functional reference only, not visual)

## How to Use This File

Paste this file into any AI tool or hand it to any collaborator along with the `prompts/` templates. For image generation, use `prompts/photography.md` — it contains the full photo spec plus a no-text guardrail. Tokens for code are in `tokens/`.
