This guide is for journalists, media partners, marketing teams, designers, agencies, restaurant partners, and Simpli staff. It is the single source of truth for how Simpli looks, sounds, and describes itself.

How to use it: writing about Simpli? Start with Approved messaging and Claims & integrity. Designing something? Start with the Logo system, Colour, and Typography. Need files? Everything downloadable lives in Press & media resources.

Two rules outrank everything else in this document. First, never overstate the product: Simpli describes what is live today plainly, and calls its long-term ambition an ambition. Second, trust beats engagement: no dark patterns, no manufactured urgency, no pay-to-rank, ever.

What Simpli is today

“Simpli is the operating system a dine-in restaurant runs service on.”

In plain terms, today’s product is four things: QR ordering (a diner scans the table QR and orders in the phone browser, no app to install), payments (card and PayNow, with GST and service charge handled, and Simpli never holding restaurant funds), live restaurant operations (a real-time kitchen queue with item-level serve, cancel, and refund control), and item-level analytics (which dishes actually sell, computed only from completed paid orders, free for every restaurant).

Message pillars

1. Service, simplified. Scan, order, pay. All in the browser. No app, no hardware, nothing to install.
2. The kitchen sees everything. Orders land on a live queue the moment they’re paid.
3. Honest numbers. Popularity and reviews come only from completed paid orders. No pay-to-rank, by architecture.
4. Free to adopt. S$0/month, no lock-in. Simpli earns only when the restaurant sells.
5. Health-aware, never preachy. Deterministic guidance that informs. It never diagnoses, lectures, or blocks.

Ethical principles

These are product rules, and therefore brand rules: no casino mechanics, compulsion loops, streak pressure, countdowns, or fake scarcity. Not ever, not even to “boost engagement”. Behavioural and health data are consent-gated and treated as sensitive. Health guidance informs and never diagnoses. When engagement and trust conflict, trust wins.

Copy-ready descriptions of Simpli. Use them verbatim wherever possible; if you must edit, keep the present tense honest and the future clearly labelled.

Naming

The company and product are Simpli: capital S, lowercase remaining letters. Never “SIMPLI”, “simpli” in prose, “Simpli.sg” as a name, or “the Simpli app” (the diner surface is the browser). The website is simpli.sg.

Pricing: the only approved formulation

Two marks, both canonical, both built from the mark that lives inside the product: the wordmark (the coral S-tile followed by “Simpli” in Inter Bold) and the app icon (the bold white “S” on a coral rounded square, the web app’s own favicon). Always use the supplied files. Never retype, redraw, or approximate either mark, and never rebuild the tile as a styled text box.

Usage rules (V1)

• Light vs dark. On white or Warm Sand, use the primary wordmark (ink text). On ink or other dark surfaces, use the reversed wordmark (light text; the coral S-tile is unchanged). The app icon works on both, because its coral tile is part of the mark.
• Clear space. Keep clear space on all sides equal to at least half the mark’s height (for the wordmark, roughly half the S-tile). Nothing enters this zone: not text, not imagery, not other logos.
• Minimum sizes. Wordmark: 96 px wide on screen, 25 mm in print. Icon: 24 px on screen, 8 mm in print. Below these, legibility fails. Use the icon alone instead of shrinking the wordmark.
• Alignment. Align the wordmark by the left edge of the tile and the baseline of the text. Optically centre the icon; never baseline-align it with body text.
• Co-branding. Partner lockups: both marks at equal visual weight, separated by a 1 px neutral rule with at least one clear-space unit on each side. Simpli leads on Simpli-owned surfaces; alphabetical order elsewhere. Never fuse the marks.
• Favicon & social avatars. Always the app icon, never the wordmark. Round-crop safely: the “S” stays inside the central 80%.
• The S never leaves its tile. The white “S” exists only inside the coral rounded square, never as a standalone letter, in another colour, or set in live type. The tile is flat coral: no gradients, on the mark or anywhere else in the brand.

Incorrect use

Each of these breaks the mark. If a layout seems to need one of them, change the layout.

Coral is the brand and action colour. Deep teal is the trust accent (verification, paid, secure) and never the primary CTA. Warm neutrals do most of the work: white and Warm Sand are the only page backgrounds. Red is functional, never decorative.

Accessibility guidance

• Coral is not a small-text colour on white: primary.500 measures 2.82:1 and primary.600 measures 3.55:1, both below the 4.5:1 AA threshold for body text. For coral text on white, use primary.700 (5.13:1, AA) at any size, or primary.600 for large display type only (≥ 24 px / 19 px bold).
• White text on a primary.600 CTA measures 3.55:1, which passes AA for the large/bold button label sizes it is used at; do not set long small text on coral fills.
• Links on white use accent.600 (6.96:1, AA). Body text is Ink on white or Warm Sand (≥ 15:1).
• Never encode meaning in colour alone. Pair sugar levels, statuses, and alerts with a letter, label, or icon.

Sugar-level scale

Simpli’s own deterministic A/B/C/D beverage sugar scale (this is not the official HPB Nutri-Grade mark and must never be presented as it):

One typeface: Inter. No display face, no serif partner, no exceptions. Restraint is the typographic voice.

Fallback stack: Inter, "Inter Variable", -apple-system, BlinkMacSystemFont, "Segoe UI", Roboto, "Helvetica Neue", Arial, sans-serif. Numeric UI (prices, calories, analytics) additionally uses tabular-nums so digits align in columns.

Weight hierarchy

• 700 Bold for display headlines and the wordmark only.
• 600 Semibold for headings.
• 500 Medium for labels, buttons, captions.
• 400 Regular for body text.
• Maximum two weights per screen or layout. A third weight means the layout is doing too much.

Type scale (from the design tokens)

Numbers & analytics

Warm, modern, calm, premium-but-friendly, achieved through space and rhythm, not decoration. Singapore-first without clichés: no Merlions, no skyline montages, no gratuitous red-and-white.

Real, candid dine-in moments in warm, natural restaurant light. If a frame could be a stock photo for any app, it isn’t Simpli.

Art direction

• Full-service restaurant context: real tables, real service. (Hawker settings are not the current product’s context.)
• Warm, natural, ambient light; evening service glow over studio flash. Never neon, never casino.
• People shown respectfully and authentically: mid-conversation, mid-meal, not posed, no forced smiles at the camera.
• Diverse, real Singapore dining: the mix of people, cuisines, and settings you’d actually see. Never tokenistic.
• Food photographed honestly and appetisingly, with no plastic-perfect styling and no luxury excess.
• Product UI appears only as real screenshots. In generative or motion work where accurate UI cannot be rendered, phone screens stay abstract: soft glowing cards, no legible text. A fabricated screen is a fabricated product claim.
• No fake customer venues, fake dashboards, fake testimonials, or invented “results”. No manipulative urgency in any frame or caption.

Simpli speaks like a thoughtful server, not a salesperson. Plain English. Short sentences. Real verbs. Confidently helpful, never preachy. Numbers only when they’re true.

• Say what happened and what to do next. Skip the ceremony.
• Health guidance is informational, never diagnostic: “this drink is high in sugar”, never “unsafe for your condition”.
• Apologise only when we caused the problem, and then plainly, once.
• Trust wins over engagement. If a line exists to pressure someone, cut it.

Before / after

Simpli is pre-revenue and says so. That honesty is a brand asset. Protect it. Every public claim fits one of three buckets.

How the system comes together on real surfaces. These are live HTML/CSS specimens built entirely from the tokens in this guide, with no third-party logos and no invented partners.

Real product, presented honestly. Screenshots and interface mockups are the most credible thing Simpli can show. Treat them with more care than any illustration.

Platform-ready profile, cover, and post templates for LinkedIn, Instagram, Facebook, TikTok, YouTube, and X are in the social kit below. The rules that hold across every platform:

For joint materials with a restaurant partner, payment rail, or event organiser. Equal weight, no implied endorsement Simpli hasn’t actually received.

• Both marks at equal visual height, separated by a 1px neutral-300 rule, each keeping its own clear space (§4). Simpli’s mark is never scaled down to make room.
• Default background is white or warm sand. Avoid placing a co-brand lockup on the coral fill, especially if the partner mark also runs warm/red.
• Order follows whatever the two parties agree (alphabetical is the safe default); Simpli does not claim first or top billing by default.
• A co-branded asset ships only after the partner has approved their own logo’s reproduction. Simpli does not guess at another company’s logo rules.

Downloads

• Primary logo (SVG)Canonical wordmark, dark text for light backgrounds
• Reversed logo (SVG)Derived light-text variant for dark backgrounds
• App icon (SVG)Canonical rounded-square icon
• Primary logo (PNG, 2400 px)Transparent, press-resolution
• Reversed logo (PNG, 2400 px)Transparent, for dark backgrounds
• App icon (PNG, 1024 px)Full-colour, transparent corners
• App icon (PNG, 512 px)Avatar / favicon source
• Brand & Media Guidelines (PDF)A4 · v1.0 · 24 July 2026
• Media kit (ZIP)Logos, icons, boilerplate text, usage README
• Full logo package (ZIP)Black, white, monochrome, favicon, app-icon, avatar exports. See brand/logos/
• Social media kit (ZIP)Profile, cover/banner, and post templates for 6 platforms
• Press kit (ZIP)Fact sheet, boilerplate, approved assets, press-kit PDF

Copy-ready boilerplate

Pre-publication checklist

1. Logo is an unmodified supplied file, with clear space and minimum size respected.
2. “Simpli” is spelled with a capital S and lowercase remaining letters throughout.
3. Present product and future ambition are visibly separated and labelled.
4. No traction, customer-count, certification, or market-size claims.
5. If pricing appears, it is the exact approved formulation and nothing else.
6. Screenshots are real; any generative imagery keeps screens abstract.
7. Health features are described as informational, never diagnostic; A/B/C/D is never called Nutri-Grade.
8. Quotes are real and approved by the person quoted.
9. Logo files (any variation) are the unmodified supplied SVGs/PNGs. Diff against packages/ui/brand/ if unsure.
10. Social and press-kit exports match the platform’s current published dimensions, not a cached older spec.
11. Any co-branded asset has the named partner’s written sign-off on their own logo’s use.
12. Founder/leadership bios and photography are the approved, current versions, not a placeholder left in by mistake.

Simpli Brand & Media Guidelines · Version 1.0 · Last updated 24 July 2026 · hello@simpli.sg