Brand Kit.
Brand
Guidelines
This guide defines the visual language and design principles that shape the doola brand. It ensures that every touchpoint reflects the same level of clarity and consistency.
At its core, doola is built around simplifying the operational complexity of starting, running and scaling a U.S. business. These guidelines establish the design standards that bring that philosophy to life, from logo usage and typography to color and visual systems.
Contents
01 Brand Personality
02 Logo
03 Fav Icon
04 Tag Line
05 Color
06 Typography
07 Illustration
01
Brand
Personality
Starting and running a business should feel exciting, not overwhelming. Yet for many entrepreneurs, the reality is different. Paperwork, compliance, taxes, and operational complexity often stand in the way of what they actually set out to do: build something meaningful.
doola was created to remove that friction. Born from the belief that anyone, anywhere in the world should be able to start and run a U.S. business, the platform simplifies the back office so founders can focus on creating, selling, and growing.
At its core, doola is built around clarity, reliability, and progress. We believe the systems behind a business should work quietly and confidently in the background, so entrepreneurs can focus on building their revenue engines, launching the next big thing, and turning ideas into real businesses.
02
Logo
The doola logo combines the distinctive double-stroke symbol with the doola wordmark to create a mark that feels both modern and enduring. The parallel forms suggest forward motion and momentum, reflecting the journey of launching, running, and growing a business.
Together, the symbol and wordmark express the balance at the heart of doola: energy to build, and reliability to support what comes next.
Logo Lockups
Incorrect Usage
Partnerships
03
Fav Icon
The doola favicon captures the essence of the brand through the distinctive double “ll” symbol. Its clean, parallel forms evoke motion and progress, reflecting the continuous journey of building and running a business. Its compact form ensures strong recognition across small digital surfaces.
04
Tag Line
Taglines distill the spirit of doola into simple, memorable expressions. They capture the momentum of starting, building, and growing a business while keeping the tone approachable and clear. Each short, action-oriented line should reflect the experience doola creates for founders: less friction, more clarity, and more room to build. Whether used in campaigns, on the website, or across product moments, taglines should feel confident, uplifting, and easy to connect with.
05
Color
doola’s color palette is vibrant and approachable, combining expressive primary colors with softer tones that keep the interface balanced and easy to navigate. The primary colors introduce vibrancy and momentum, reflecting the pace and ambition of modern entrepreneurs building businesses from anywhere in the world.
A set of softer secondary tones expands the palette for backgrounds, surfaces, and supporting elements, allowing the brand to remain expressive without overwhelming the interface.
Primary Palette
Yellow – Formation
Hex: #F9C800
Blue – Bookkeeping
Hex: #4F8FF6
Green – Taxes
Hex: #40E86F
Pink – Analytics
Hex: #FFA5BB
Secondary Palette
Secondary Yellow
Hex: #FEF4CC
Secondary Blue
Hex: #EEF3FE
Secondary Green
Hex: #E3F9EA
Secondary Pink
Hex: #FFE7EC
Text Colors
Primary
Hex: #141414
Secondary
Hex: #5B5B5B
Tertiary
Hex: #6B6B6B
06
Typography
Typeface
Inter
07
Illustration
doola’s illustrations are used to visualize ideas, workflows, and moments of the entrepreneurial journey. They help turn complex business concepts into simple, approachable visuals.
The style is minimal and modern, using clean shapes and a restrained color palette to keep the focus on the idea being communicated.
E-Commerce
Formation
Taxes
Bookkeeping & Analytics
