Never forgets. So you don't have to.
Lifephant is your cheerful sidekick for life admin. It turns bills, contracts and renewals from a nagging worry into something that feels almost fun: bright colours, bold type, a wink from Memo and the relief of "handled".
Core idea
Write Lifephant in sentences and lifephant (lowercase) only in the logo. Never “LIFEPHANT”, “Life Phant”, “LifePhant” or “Lifephant App”. The mascot is Memo; the product is never called Memo.
Logo
The mark
Memo's head as a sticker on a Grape tile, every shape outlined in Ink. One eye winks ("relax, I've got it"), the trunk curls up and holds the Sun dot: the one date that matters, never forgotten. For one-colour use there is a silhouette version with cut-out features.
The wordmark
Bricolage Grotesque ExtraBold, lowercase, tight. The dot of the i is the same Sun dot with an Ink edge. It is the only coloured part of the word, so never recolour it. lfephant
Rules
- Clear space: the width of one ear (18% of the mark) on every side.
- Minimum size: mark 16 px, lockup 110 px wide.
- On Cream, white, Sun, Mint or Grape. On photos only inside a white sticker frame.
- Don't move the dot, open both eyes, add tusks, stretch, outline, add shadows or rotate.
Mascot: Memo
Memo is a cheerful lilac elephant calf who remembers everything so you don't have to. Memo is playful, warm and a little pleased with itself, never anxious. Memo always appears with the Sun dot or a document, because Memo is about your dates, not about Memo.
HandledDefault. Logo moments, success, onboarding done.
Found itA document was read and a date was found.
Nothing dueEmpty states, quiet weeks, “all caught up”.
Needs you soonSomething is due within 7 days. Never for overdue.- Use one Memo per screen or ad, at most.
- Let Memo point at the content (the date, the card), not at the viewer.
- Keep the lilac Hide, the Ink outline, pink cheeks and big ears.
- Never sad, stressed, angry or crying. Never next to overdue bills.
- No tusks, no realistic or 3D elephants, no circus or Ganesha references.
- Don't give Memo speech bubbles with long text or a voice in error messages.
Color
Bright, but organised: Cream is the canvas, Ink draws every edge (2px borders, 4px hard shadows, no blur), and each page getsone loud band (Sun, Mint or Grape). Never put two bright colours edge to edge without Ink between them. Dark mode swaps Cream for #15141f and keeps the stickers bright. Honey and the warning reds are product signals, never decoration.
Typography
Headlines and the wordmark. Sentence case, tight tracking, max 2 lines. Mark one or two words with the Sun highlighter.
Everything else. Tabular numbers for amounts and dates. Both fonts are free (OFL).
Voice
We sound like a cheerful buddy who already checked: casual (in Czech we use ty), specific, upbeat, never alarmist. Jokes and one emoji per message are welcome; elephant puns once per page at most ("never forgets", "thick-skinned about deadlines"). We celebrate small wins and talk about the user's life, not about our technology.
Words we use / avoid
handled · in time · last day to cancel · commitments · found · estimate · remembered · calm · one place
AI-powered · revolutionary · supercharge · never worry again · hacks · productivity · OS · jumbo · trunk jokes in errors
Product signals
Trust is the brand. These states appear everywhere a value is shown and must look identical in ads, the app and emails.
Imagery
- Real paperwork, real hands: a policy on a kitchen table, a phone photographing a bill, warm daylight. Phone-shot, not stock.
- Product in context: the phone screen is the hero, with one reminder clearly readable (date and amount). Memo peeks from a corner, stickers and confetti welcome.
- People: couples and parents aged 28–45, mid-task, relaxed. Never stressed people with head in hands.
- Never: robots, glowing brains, AI sparkles, piles of cash, alarm clocks, real elephants or ivory, fake ratings or countdown timers.
Downloads
All assets are generated from code: node scripts/brand/build.mjs. Press: info@lifephant.app