DealSold turns a word-of-mouth channel into trusted liquidity. The identity has one job: make verified feel obvious — and make the intelligence underneath feel present. Calm on the surface, a matching engine below. Built to be believed, and unmistakably modern.
The idea
The mark is a house holding a verification tick — property, confirmed. Everything downstream inherits that discipline: we show proof rather than claim it, so the design never over-promises. Calm surfaces and exact type — a green that means verified and a live signal that means intelligent, colour only where it carries meaning.
Verified
Every claim carries its evidence. The brand never says “trust us.”
Intelligent
Live scoring and AI matching — a system that thinks, never a static list.
Protected
Deposits held by our regulated payment partner, and verified funds. Trust you can transact on.
The promise
Every colour, letterform and pixel in this system serves one sentence. If a choice doesn’t make verified clearer or matching smarter, it doesn’t ship.
Logo
A house built from two listing cards, crossed by a Deep Navy tick — a matched, verified, completed transaction. The mark is fixed artwork; only the wordmark is set in the brand typeface.
Primary horizontal lockup · on light
Reversed lockup · on Deep Navy
Icon · clear space = ½ card height
Monochrome · single ink
App / favicon ≤ 48px
Verified-tint surface OK
Full-colour mark on white, off-white or transparent; reversed mark on Deep Navy.
Keep clear space ≥ half the front card’s height on every side.
Use the dedicated favicon artwork at 48px and below — never shrink the two-card mark.
In a lockup set the mark at 1.45em and lift it 0.19em, so its ink centres on the wordmark’s cap height and overshoots cap line and baseline by under a pixel.
Never render the tick as transparency or black — its master colour is always Deep Navy.
No shadows, metallic gradients, outlines or extra roof elements.
Don’t stretch, rotate, recolour the cards, or reset the wordmark in another font.
Colour
Deep Navy is the ink and the primary action, the way Apple uses black; neutrals are biased cool toward it so nothing reads as accidental grey. Then two accents, never decorative: Verified Jade for anything genuinely confirmed, and a live Signal gradient — jade into electric cyan — for the intelligent layer: matching, scoring, AI. Verified is trust. Signal is the engine.
Semantic colours (amber, risk) sit apart from the accent and never stand in for it. On navy, jade text lifts to #4FD3A2, labels sit at 50% white, hairlines at 12% white — the same values the site's dark bands and the app's dark theme use.
Typography
Newsreader — an open, generously proportioned editorial serif, set large at regular weight with natural tracking — gives every headline, figure and the wordmark the gravitas of an institution rather than a start-up. Plus Jakarta Sans does the quiet work of body and UI. Letter-spaced sans capitals, in jade, are the only kickers. IBM Plex Mono handles the precision layer: evidence tags, deal IDs, verification codes. Never set the serif bold; its authority comes from scale and restraint.
Display: Newsreader 400, clamp(2.9rem, 6vw, 5.6rem), line-height 1.0, tracking −0.022em, three deliberate lines. H2: clamp(2.1rem, 4.2vw, 3.6rem), 1.06, −0.016em.
Figures are serif at regular weight with tabular-nums; the unit or percentage sits beside them in sans 600 at half size.
Kickers are sans 600, uppercase, +0.14em, in Jade Ink (Jade on navy). Mono, uppercase, +0.12em for evidence labels, IDs and data; never for reading text.
Body 16px at 1.6, about 44 characters for leads and 65 for reading. On phones no mono label drops below 0.66rem (10.6px).
No bold serif, no italics for emphasis, no all-caps headlines, no fourth typeface.
In the app the same faces are registered as Newsreader_400Regular, PlusJakartaSans_400Regular / 500 / 600 and IBMPlexMono_400Regular / 500, with a mobile scale of display 44 and 32, title 24, figure 28, body 16, small 14, caption 12, label 11 (mono, +1.2 tracking). All of it lives in packages/ui/src/tokens.ts.
In product
A brand for a marketplace lives in components, not posters. These are drawn from the real product — proof that navy, jade and the two typefaces resolve into something you’d trust with a deal.
Every material number wears its source. This vocabulary is the brand’s honesty made visible.
Six categories, stored as verified · third_party · sourcer_assessed · ai_estimated · to_verify · unknown on every material figure. Jade for verified only; amber for AI-estimated and to-verify; ink for the rest. Anything from a voice note or an unbacked document is at best sourcer-assessed. The label is rendered from the data row, never typed into a screen.
One optimistic assumption is normal; a whole stack leaning the same way is a fragile deal.
Iconography
Phosphor Light (MIT) carries the utility set on the web; the app licenses Hugeicons Pro, Stroke Standard. Square caps, 1.5 at 24px and thinner as they grow. Navy at 85% for everything — jade only when something is verified, held or complete. Three bespoke marks are drawn on the 24 grid for the three moves: a house with its evidence, a provenance chain running into a shield, and a coin held in a cradle. They carry the story at 44px and above; the utility set never does.
List with evidence · Verify, score, match · Reserve with a deposit. Stroke 1.1 at 96px, 1.4 at 44px, 1.5 at 24px. Ink, or Jade Ink for state.
One global stroke — 1.5 at 24px — exported at the same value for iOS, Android and web so the platforms match.
Square caps and joins. Optical sizes: ~1.75 at 16px, 1.5 at 24px, 1.25 at 32px and above.
Reserve jade for state — verified, deposit held, complete. Everything else is navy at 85%.
Never mix rounded and square caps, or two icon families on one screen.
No filled or duotone styles, no coloured icons, no icons as decoration.
Don’t use Lucide or Heroicons — they are the defaults of every template.
Product framing
The site never illustrates the app; it shows it. Real components sit inside two frames — a browser window and a phone — in bands that alternate paper and navy, with the frame bleeding past the canvas edge. The text column stays narrow and calm; the product carries the width.
Browser frame · 14px radius · chrome on paper, Navy 2 on navy · mono URL at .6rem · real figures with provenance
Product band · text .72fr, frame 1.28fr, 64px gap · the frame bleeds 140px past the wrap · sides alternate down the page
Bands alternate paper and navy, and every band clips its overflow so a frame can run off the canvas.
A crop lands on whitespace or a whole element. Never slice text or a figure at the edge.
Hero device stage: the web window sits behind with a real sidebar, the phone in front over that sidebar, the phone running 56px off the bottom. Below 1380px the window drops and the phone stands alone.
Store badges ship in a “Soon” state — mono label, jade outline pill — until the apps are live.
No mockup photography, no tilted 3D devices, no screenshots with placeholder data. Frames hold real components with real figures and provenance labels.
Reveal on scroll from a visible resting state: 14px rise over 0.7s, easing (.2,.7,.2,1). Frames enter from their bleed side, 56px over 0.9s.
Stagger siblings by 0.1s. Hero elements stage in between 0.05s and 0.54s. Cards lift 4px on hover.
One signature animation per page — the match line: a deal token travels the rail, ticks, and reads “Reserved”.
Nothing parked at opacity 0 waiting for an observer. Everything stills under prefers-reduced-motion.
Every tap target 44px. Mono labels never below 0.66rem. Figures two-up at 1.4rem; tables drop their least important column.
Long product frames collapse to the decision surface — figures, score, reserve — behind “Show full underwriting”. Bands tighten to 56px.
Voice
We sound like a careful professional who has read the title deeds — not a guru selling a course. Short sentences. Real numbers. The evidence does the persuading. Some words are banned because they are the language of the market we’re replacing.
“Price agreed. Exclusive until 14 Oct.”
“12% below underwritten current value.”
“End value: third-party, 5 sold comparables.”
“Tap a figure to see where it came from.”
“Your deposit is held by our regulated payment partner.”
“W6 · address withheld until you reserve.”
“Secured deal.”
“20% BMV!”
“Guaranteed £184k profit.”
“Verified ROI.”
“Held in escrow.”
“Hover over a figure.”
“Secured”, “BMV”, “verified ROI” and “guaranteed” are unqualified claims; replace each with the evidenced fact underneath it. “Secured” becomes a stage of the control lifecycle: Identified · Vendor engaged · Price agreed · Mandated · Exclusive · Contractual control · Exchanged. “Escrow” is a legal term our payment partner does not provide, so deposits are “held by our regulated payment partner”. Every return figure carries “capital at risk”. Copy is written for touch first — tap, not hover — and the app’s lint rule fails a build that contains a banned word.
Social kit
Every profile, one identity.
Rendered from the brand system at each platform’s exact size, with the safe areas already respected. Download the whole kit as a zip, or the individual files below. Profiles use the navy avatar everywhere; banners carry the headline, the match line and the address, nothing else.
Download the kit (zip) Read the file list
Avatar
Full-bleed navy square with the mark centred. Every platform crops to a circle; the mark sits well inside it. Use the paper version only where a platform shows avatars on white.
Banners
Which file goes where
Name DealSold · Handle @dealsold · Website dealsold.ai
Bio The marketplace app where verified UK property deals get sold. Sourcers list with evidence. Investors get matched and reserve. Investors free · Sourcers from £49/mo · 0% commission. Capital at risk.
Posts follow the voice rules below: no “secured”, “BMV”, “verified ROI” or “guaranteed”; every return figure carries “capital at risk”. Never place the lockup on photography; the mark alone may sit on a photo in a navy or paper roundel.