A complete reference for the Bidlogix masterbrand and product family. Built around three principles: clarity, ownership, and quiet confidence.
v1.2 brings this document in line with the Catalogue direction that went live on bidlogix.com in September 2026. The system inverted: blue as ink on cool paper, rather than electric blue on deep ink. Newsreader joins as the display serif. The blue ramp is unchanged. AuctionOS gains a light-surface value, #00875D, so its wordmark stays legible on paper.
Three circles in a 45° diagonal cluster — representing bidders, lots, and the connection between them. Used as the brand mark across all products.
SVG masters, PNG exports at 512/1024/2048, favicons, and the three brand illustrations. 43 files, ~1MB. The wordmark SVGs have type converted to paths so they render correctly without Plus Jakarta Sans installed.
Blue as ink on cool paper. Restraint in the supporting palette keeps the brand technical, never decorative.
Blue 400 is a dark-surface and graphic tone only. On paper it drops below 3:1 — use Blue 600 for accent text, rules and icon strokes, as this page does.
Ink is a text colour, not a surface ramp. v1.1's Ink 900–500 described dark backgrounds; those no longer exist in the system. Where a dark panel is still needed — a code block, a reversed lockup — use Ink #1B2559 or #050810 for code, and nothing in between.
The live site does not consume the foundations directly. It maps them through an alias layer — build against these, not the raw values, so a future re-skin is one edit.
The product illustrations and inline UI mockups use a narrower set, so a graphic never drifts from the page around it.
The fills above were tuned for dark surfaces. As text on paper, Success #10B981 lands at 2.5:1 and Danger #EF4444 at 3.8:1 — both below AA. Use the fills for dots, bars, chart series and tinted backgrounds; use these darker variants whenever the colour carries a word. The live site already does this — its API graphic pairs #079669 text on a 12% #10B981 tint.
Newsreader sets every heading. Plus Jakarta Sans carries body and UI. JetBrains Mono handles technical labels, code, and metadata.
A 4px base scale. Use these tokens everywhere — never magic numbers.
The building blocks. Each component has clear hierarchy, generous touch targets, and a single visual job.
One icon family across every product. Lucide — open source, comprehensive, and already in our Replit stack. Stroke 1.75, rounded caps, never filled.
1,500+ icons. MIT licensed. Tree-shakeable React/Vue/Svelte packages. We never mix Lucide with other icon sets — consistency in stroke weight and visual rhythm matters more than picking a "perfect" icon.
Auctions are data-rich. Charts in dashboards, decks, and reports follow one categorical palette and two ordered scales — never improvised on the fly.
All chart colours derive from the brand system. Categorical palette uses brand blue as the lead colour, with five supporting hues spaced for maximum distinction. Sequential and diverging scales inherit from the same foundations.
Illustrations break the AI-generated default. We use unDraw (undraw.co) — recoloured to brand blue — for marketing pages, decks, emails, and onboarding.
Illustrations carry personality where photos feel corporate and icons feel sterile. Used sparingly, they make a page feel made by humans for humans — a small thing that compounds into trust.
Below are the three illustrations currently in the library, all from unDraw and recoloured to Bidlogix blue (#4A6CF7). The library will grow as we need more.
/* 1. Go to undraw.co and find the illustration you need */ /* 2. Set the colour to Bidlogix blue before downloading: */ #4A6CF7 /* — or find-and-replace any hardcoded colour in the SVG source */ /* 3. Drop into /illustrations in the brand repo and commit */ /* That's it — black outlines and white fills stay as they are */
Bidlogix is the masterbrand. Every product is set in Plus Jakarta Sans — no product has its own typeface. Only AuctionOS and LotUp carry a colour of their own; BidJS and Bidding API stay in brand blue.
Plain-spoken, technical, and confident. We respect our customers' intelligence and never oversell.
Short sentences. Strong verbs. Lead with the point. If it can be said in five words, never use ten.
We talk to people who run auction businesses, not marketers. Use their language: lots, consignors, hammer, buyer's premium.
We don't need exclamation marks or hype. Our credibility comes from precision, not promises.
We're not for everyone. If a prospect needs an aggregator model, we say so. Trust compounds.
