Rotiera Brand Identity

Rotiera brand identity · v1 · 15 October 2026

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The day, told plainly. Rotiera runs booking for businesses with many branches and many people, and it speaks like a calm colleague who knows exactly where everyone is.

The idea

One line, the whole day.

Every business that books people lives on a single line: opening to closing. Rotiera draws that line and puts everything on it in its moment. People, bookings, money, the next thing to do. The rose dot is always now.

Plain

We say what is happening, in full sentences, with exact numbers. No jargon, no hype.

Calm

Few things at a time, each one big. Space around everything. The day never shouts.

Warm

Real faces, warm paper, the colours of a day. It feels like a good front desk, not a database.

Logo

The wordmark and the moment.

The wordmark is set in Satoshi Black, tight, lowercase. The dot of the i is the rose "now". The mark is the brand's idea in one picture: a line, and the moment on it.

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The mark at app-icon, avatar and small sizes. The dot sits a little past the middle of the line, the day already moving.

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Clear space on every side: the height of the "o". Smallest size on screen: 64 px wide for the wordmark, 20 px for the mark.

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Never set the whole word in rose. Rose is only for now.

ROTIERA

Never capitals, never spaced out.

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Never a gradient on the logo. The day colours live in the product, not on the name.

Colour

Paper, ink, and the colours of a day.

Warm paper and deep ink do almost all the work. Rose means one thing only: now. The five day colours, from dawn to dusk, give every branch and every person their own colour, so a busy day reads at a glance.

Paper

#F6F3EEBackgrounds. Never pure grey.

Ink

#141217Text, the line, main buttons.

Rose · now

#F0466EOnly for the present moment: the now dot, the i-dot, live things.

Dawn#F7A35C

Sun#F2C440

Sky#4F9CF0

Mint#2FB98F

Dusk#8A6CF0

Each day colour also has a soft tint (12% on paper) for backgrounds of bookings and cards. Status colours stay separate: green for done and paid, amber for waiting, red only for problems.

Typography

Satoshi, one family.

Satoshi by Indian Type Foundry, free for commercial use. Geometric, confident, warm at large sizes. Big statements are Black and tight; everything you read is Medium. Numbers always line up.

Statement
Black 900 · 72/1.0 · −4.5%

Noah is here.

Title
Bold 700 · 34/1.15 · −3%

Three people are in, two rooms are free.

Number
Black 900 · 56 · tabular

11:40 · £3,485

Body
Medium 500 · 17/1.5

Lucy Bennett is in Surgery 1 with Dr Amara Okafor until 11:35. Her check-up and clean is £85, paid by card when she leaves.

Label
Bold 700 · 13 · caps +6%

Arriving next

Reference
Mono 600 · 14

apt_8F2KQ7 cli_3MZ9 br_soho

The line

Everything has a moment.

The line is Rotiera's signature. It runs opening to closing. Moments hang from it on a thin stem: a person, a booking, a payment. Time ranges sit on it as soft bars in the day colours. The rose dot is now. Use it in the product, on the website, in emails, on a shop window.

Stem and moment

A photo or a label on a 26 px stem, always hanging down to the line at its exact time.

Span

A booking is a 12 px rounded bar on the line, in its person's day colour. Done ones fade to paper.

Now

One rose dot with a soft pulse. There is never more than one now on screen.

Voice

Say exactly what is true.

Rotiera talks like an experienced manager: short sentences, real names, exact times and amounts, and the next step. Confident, never cute. Every booking, client and payment has a clear reference, so people can find anything in one search.

Rotiera says

Ivy is 10 minutes late. Dr Okafor is free until 12:40.

Not

Oops! Looks like someone's running a little behind 😅

Rotiera says

Booked. Mia Ross, whitening, Wednesday 13:15. apt_8F2KQ7

Not

Awesome! Your booking has been successfully created!

Rotiera says

This card was declined. Ask Will for another card, or send him a payment link.

Not

Error 402: payment_failed

Motion

Things move to their time.

The line draws itself from left to right. New moments drop onto it and settle softly into place. Durations stretch out like a breath. Nothing spins, nothing flashes. Press the buttons.

Timing: 600–900 ms, ease-out (0.2, 0.85, 0.25, 1). The now dot pulses every 2.4 s. Respect "reduce motion": everything appears in place.

People

Real faces, cut round.

People are the business. Show real people in natural light, looking like themselves, cropped in a circle when they sit on the line. Never AI-made faces, never staged stock grins, never a face without a name next to it.

Sample photos from Unsplash for the prototype. In the product, staff upload their own; clients without a photo show their initials on their day colour.

In use

The same line, everywhere.

How the identity carries from the website to a client's phone and inbox.

rotıeraProduct · Pricing · Customers

Every branch.
Every person.
One calm day.

Website hero: the line runs across the page and shows a real day at four branches.

Harbour SohoCheck-up and clean · 45 min · £85

Slide to pick
a time.

Wednesday 14 October. Green is free.

Dr Amara Okaforis free at this time

The client booking page: the time picker is the line itself. Drag the rose dot.

rotıerafor Harbour Dental

See you Wednesday at 13:15.

Whitening with Dr Amara Okafor at Harbour Soho, 12 Greek Street. 30 minutes, £250.

Reference apt_8F2KQ7

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4 branches.
1 line.

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One price per branch. Whole team in.

Email confirmation (sent in the business's name) and two social posts.

Files

Take it with you.

The mark and app icon as SVG. The font comes with its free licence. Full wordmark outlines and the brand kit follow once you approve this direction.

Mark · SVG App icon · SVG Satoshi licence

Rotiera brand identity v1. Prepared 15 October 2026.