Brand guidelines
A brand built around an open door.
How to show Agoo correctly: our logo files, colours, type and voice. For press, partners, customers who build on Agoo, and event organisers.
SVG, PNG and CMYK PDF files for every logo, with a short README. Updated 1 October 2026.
01Our name
Agoo. Capital A, and nothing added.
In Akan, Ga and Ewe homes, a visitor calls “Agoo!” at the door, and the answer from inside is “Amee”: come in. That exchange is what we build for every organisation’s front door.
How to write it
- Do
Agoo
In running text. A capital A, the rest lower case.
- Do
Agoo by Ardent
In full on the first formal mention: press releases, agreements, programmes.
- Don’t
AGOOagooAgoo AppAgoo LtdLower case agoo belongs only to the logo and the web address.
Agoo? Amee.
May I come in? Come in, you are welcome.
About Agoo, for press
Agoo by Ardent is the front door for African organisations: visitor check-in on native kiosks, invitations and appointment booking, and staff attendance. It works offline, sends by SMS, WhatsApp and email, and bills in cedis. Agoo was founded, designed and developed by Mawuli Dzaka under Ardent Africa Foundation LBG, and is built in Accra, Ghana.
02Logo
Four files, one doorway.
The mark is a doorway with the door swung open and gold light coming through. The wordmark is cut from Manrope ExtraBold. Use the files as they are: never redraw, recolour or re-letter them.
One-colour versions are under Logo on backgrounds. Everything is also in the logo pack (765 KB).
03Clear space and size
Give it room to breathe.
Keep clear space on every side of the logo equal to the height of the doorway’s inner opening, about 0.83 times the height of the mark. Keep other text and graphics out of it.
Minimum size
Measured on the drawn logo. Below these sizes, or where the space is square or under 24 px tall, use the mark alone.
| Logo | Screen | Thread | |
|---|---|---|---|
| Lockup | 20 px tall | 6 mm tall | 25 mm wide |
| Mark | 16 px tall | 5 mm tall | 12 mm tall |
04Logo on backgrounds
The right file for the ground.
Full colour on light grounds, reversed on ink. One-colour files are for single-colour print, foil and thread. In colour versions the door light is always Agoo Gold.
Full colour
On white and light grounds.
Reversed
On Agoo Ink and other dark grounds.
One colour, ink
Single-colour print, stamps and engraving on light grounds.
One colour, white
Dark grounds, foil and etching.
One colour, gold
On Agoo Ink only: foil, embroidery and thread.
On photography
On a busy photo, set the logo on a white or Agoo Ink plate, never straight on the image.
Don’tNever on gold. The logo is never placed on a gold ground, in any version. Choose a white, light or ink ground instead.
05Misuse
Please don’t.
Each of these changes the logo. Use the files exactly as they are.
Don’t stretch or squash it Don’t rotate it Don’t recolour the light Don’t add a shadow Don’t outline it Don’t place it on gold - agoo
Don’t set the name in live type 
Don’t rearrange the mark and wordmark
06Colour
Deep ink and warm gold.
Ink is the security and the institution; gold is the light through an open door. Ink carries the work. Gold is spent sparingly, where a person is being welcomed or needs to act.
- HEX
- RGB
- CMYK
- PANTONE
Primary. Text, the logo and dark grounds. Ink is the security and the institution.
- HEX
- RGB
- CMYK
- PANTONE
Accent. The door light, fills and arches. Gold is the light through an open door, spent sparingly.
Supporting colours
Gold Text
Gold that must be read on light grounds.
- HEX
- RGB
- CMYK
Ink 800
Secondary dark ground; quiet arches on ink.
- HEX
- RGB
- CMYK
Ink 500
Secondary text on white.
- HEX
- RGB
- CMYK
Ink 200
Secondary text on ink.
- HEX
- RGB
- CMYK
Ink 50
Light panels and tints.
- HEX
- RGB
- CMYK
White
Paper, the reversed logo, text on ink.
- HEX
- RGB
- CMYK
Gold is an accent
Gold on white reads at only 2:1, so never use it for small text or meaningful icons on light grounds. When gold must be read, use Gold Text. On a gold fill, text is always ink, never white.
- WelcomeDon’tGold text on white2.0:1
- WelcomeDoGold Text on white6.0:1
- WelcomeDoInk on gold9.1:1
- WelcomeDon’tWhite on gold2.0:1
Use the CMYK builds above in every print file, and the PANTONE references for spot colour, screen printing and thread. PANTONE references are the closest match, so approve them against a physical PANTONE guide before a run. Gold foil may be used for the light, or for one-colour gold artwork.
Full ramps for screen
Ink 900 is Agoo Ink, the logo colour.
Gold 400 is Agoo Gold. Text in gold needs Gold 700 or darker on light grounds.
07Typography
Manrope to read. Plex Mono to copy.
Manrope for everything a person reads. IBM Plex Mono only for codes a person copies or reads aloud. Both are free under the SIL Open Font License.
Manrope
Headings, interface and body text. Variable, weights 200–800.
Agoo
Body 450
Agoo
SemiBold 600
Agoo
Bold 700
Agoo
ExtraBold 800
IBM Plex Mono
Pass codes, pairing codes, IDs and API keys.
AG7K-2Q9M
482 915
0O1l
Regular 400
0O1l
Medium 500
0O1l
SemiBold 600
Type scale
Sizes in pixels, as size / line height. Headings are balanced across lines; body text sits at 60 to 75 characters a line. In email, fall back to Segoe UI, Helvetica and Arial.
display-2xl
64 / 68 · 800
Every arrival, handled.
display-xl
48 / 52 · 800
Agoo! Come in.
display-lg
36 / 42 · 750
Who are you here to see?
heading-xl
28 / 34 · 700
Visitors today
heading-lg
22 / 28 · 700
Awaiting approval
heading-md
18 / 24 · 700
Kwame Mensah
heading-sm
15 / 20 · 700
Host details
body-lg
17 / 28 · 450
Your visitor Ama Owusu has arrived at the main reception.
body
15 / 24 · 450
Invites go out by WhatsApp, SMS and email with a QR pass.
body-sm
13 / 20 · 500
Checked in 10:42 am · Main gate
label
13 / 16 · 600
Phone number
overline
11 / 16 · 700
on site now
caption
12 / 16 · 500
Powered by Agoo
code
14 / 20 · 500 · Plex Mono
AG7K-2Q9M
08Icons and imagery
Clear icons. Real places.
Icons are simple line drawings that always travel with a word. Pictures show real places and the real product.
Icons
- DoLucide on the web: a 24 px grid, 2 px stroke and round caps, drawn in the text colour at 16, 20 or 24 px.
- DoSF Symbols on iPhone and iPad, and Material Symbols Rounded on Android, matched by meaning.
- DoEvery status icon has a word beside it, and icon-only buttons have an accessible label.
- Don’tNo emoji as icons.
Imagery
- DoReal photography of workplaces, schools, churches and gates: daylight, doors and thresholds, people mid-greeting.
- DoThe product shown in mock-ups built from the real interface, with fictional organisations and sample names.
- DoThe arch, a full-round top, frames people and kiosk icons. It is not used on buttons, inputs or cards.
- Don’tNo stock handshakes, illustrated mascots or blue-purple gradients, and no invented customers, quotes or numbers.
09Voice
Warm, respectful, plain.
Write the way a good receptionist in Accra speaks: polite, brief, never robotic. Address the reader as you.
Sentence case everywhere
DoCheck in visitor
Don’tCheck In Visitor
Name things the way the front desk does
DoVisitor, host, pass, on site
Don’tEntity, record, session, user object
Buttons say exactly what happens
DoSend invite
Don’tSubmit
Errors say what went wrong and how to fix it, without apology
DoEnter the phone number in full, starting with 0 or +233.
Don’tSorry! Something went wrong with your input.
Kiosk headlines: one question, 8 words or fewer
DoWho are you here to see?
Don’tPlease select the member of staff you are visiting today
Local formats
- Money
- GH₵2,990
- Phone
- 024 123 4567 · +233 24 123 4567
- Date
- Tue, 30 Sep 2026
- Time
- 10:42 am
“Agoo!” and “Akwaaba” belong on welcome surfaces only, such as the kiosk’s first screen.
10Powered by Agoo
Powered by Agoo.
For organisations whose front door runs on Agoo, and for developers who build on it. The badge sits in the footer of every tenant-branded surface: the kiosk, visitor pages, passes and emails.
- DoShow it where Agoo runs your front door: a kiosk, a booking page, a pass or an email.
- DoIf you embed an Agoo booking page or form on your own website, you may show it beside the embed, linked to agoo.ardent.africa.
- DoIt can be removed only on plans that include white-label.
- Don’tDon’t use it to suggest that Agoo endorses your organisation, product or event.
HTML
<a href="https://agoo.ardent.africa" target="_blank" rel="noopener"><img src="https://agoo.ardent.africa/brand/svg/powered-by-agoo.svg" alt="Powered by Agoo" width="158" height="28"></a>
11Using our brand
Using our brand.
You don’t need permission to use our logo to refer to Agoo, as long as you follow these guidelines. For anything else, ask us first.
- DoPress, analysts and event organisers may use the logo and name to refer to Agoo.
- DoCustomers may say they use Agoo and show Powered by Agoo where it applies.
- Don’tDon’t alter the files. Use them as they are, at or above the minimum size, with clear space.
- Don’tDon’t suggest a partnership, sponsorship or endorsement without our written agreement.
- Don’tDon’t use Agoo, the doorway mark or anything like them in your own product names, logos or domain names.
Ask us first
For co-branding, sponsorship, merchandise or anything this page doesn’t cover, write to us with “Brand” in the subject.
Agoo by Ardent is a product of Ardent Africa Foundation LBG, a company limited by guarantee registered in Ghana.
12Heritage motifs
Symbols from home, used with care.
Twelve Adinkra symbols from Ghana, each with one job, and the Strip, a pattern inspired by Ghanaian strip-weaving. What each one means, our rules for using them and our credits have their own page.
- Fihankra“house, compound”
- Eban“fence”
- Mate Masie“what I hear, I keep”
- Mframadan“wind-resistant house”
Each mark is drawn by us on the doorway’s 64-unit grid, in ink and gold only. Sacred symbols are explained, never drawn.
See the heritage motifsAgoo!
Your visitors say Agoo. Let your front door say Amee.
Join the organisations getting early access. We will set up your site, bring your staff list across and train your front desk.