Brand Guidelines · v1.0 · April 2026

The Bidlogix
design system.

A complete reference for the Bidlogix masterbrand and product family. Built around three principles: clarity, ownership, and quiet confidence.

OwnerAdam — CMO
StatusLive · v1.0
CoverageMasterbrand + 6 products
Last reviewApril 2026
01 / Identity

Logo & mark.

Three circles in a 45° diagonal cluster — representing bidders, lots, and the connection between them. Used as the brand mark across all products.

Primary · Dark
bidlogix
Mark only
Primary · Light
bidlogix
Reverse · Mono
bidlogix
// Clear space
x x
bidlogix
Clearancex = diameter of one circle
x · all sides
Min digitalWeb, app, video
bidlogix
Min printStationery, signage
20mm wide
Mark onlyFavicon, app icon
≥ 16px
Background contrastWCAG AA min
4.5 : 1
02 / Color

Palette.

Electric blue against deep ink. Restraint in the supporting palette keeps the brand technical, never decorative.

Primary · Brand blue
Blue 700
#2A3FA8
Blue 600
#3852D4
Blue 500 · Primary
#4A6CF7
Blue 400
#7B9FFF
Blue 50
#EEF1FE
Surfaces · Ink
Ink 900 · BG
#080B14
Ink 800
#0D1220
Ink 700
#141A2E
Ink 600
#1C2340
Ink 500 · Border
#2A3354
Text · Paper
Paper · Body
#E8EAF0
Paper 2 · Muted
#B4BACB
Paper 3 · Subtle
#6E7691
Semantic
Success
#10B981
Warning
#F59E0B
Danger
#EF4444
03 / Typography

Type system.

Plus Jakarta Sans for everything human-readable. JetBrains Mono for technical labels, code, and metadata.

Display800 · -3.5%
Own your bidders.
H1700 · -2.5%
Auction software, built for operators.
H2600 · -2%
A platform that grows with you.
H3600 · 0
Built on three core principles
Body400 · 16/1.6
Bidlogix gives auctioneers full control of their bidder data — no pooling, no hidden costs. The result: a relationship between you and your buyers that no aggregator can interrupt.
Small400 · 13/1.5
Used for captions, footnotes, helper text, and secondary metadata.
MonoJetBrains · 500
// REQUEST_ID · 4A6CF7 · v2.14.1
04 / Spacing

Scale.

A 4px base scale. Use these tokens everywhere — never magic numbers.

--s-14px
--s-28px
--s-312px
--s-416px
--s-524px
--s-632px
--s-748px
--s-864px
--s-996px
05 / Components

UI primitives.

The building blocks. Each component has clear hierarchy, generous touch targets, and a single visual job.

Buttons

Inputs

Status tags

[ active ] [ demo booked ] [ pending ] [ gone dark ]

Card

// Case study
Webtron grows 3× in 18 months
How a regional reseller used Bidlogix to escape platform fee increases and win their market.
06 / Iconography

Icons.

One icon family across every product. Lucide — open source, comprehensive, and already in our Replit stack. Stroke 1.75, rounded caps, never filled.

// Icon family of record

Lucide Icons

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.

SM14px · UI dense
MD20px · default
LG28px · feature
XL40px · marketing
07 / Data viz

Charts & data.

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.

Categorical · for unrelated series
Cat 1
#4A6CF7
Cat 2
#10B981
Cat 3
#F59E0B
Cat 4
#8B5CF6
Cat 5
#EC4899
Cat 6
#06B6D4
Sequential · for ordered values (low → high)
100
200
300
400
500
600
700
Diverging · for values around a midpoint (− → 0 → +)
−3
−2
−1
0
+1
+2
+3
// Sample · weekly bidder activity
Bids placed by region
2k 1.5k 1k 500 0 M T W T F S S
Australia South Africa United Kingdom
08 / Illustration

Graphics & illustration.

Hand-drawn graphics break the AI-generated default. We use illustrationkit.com — adapted 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.

Our chosen pack is the Ven set from illustrationkit.com. It's free for commercial use, requires no attribution, and has a loose, pen-drawn quality that pairs well with the precision of Plus Jakarta Sans and the Bidlogix mark.

Pack of record
Ven by illustrationkit.com
illustrationkit.com
Free commercial No attribution SVG Hand-drawn
// raw
Raw Ven asset
// branded
After hue-rotate filter
// in context
Used in marketing context

The brand recipe

/* Apply to any illustrationkit SVG to shift to Bidlogix blue */
.illustration {
  filter: hue-rotate(200deg) saturate(1.1) brightness(0.95);
}

/* Or, if editing the SVG directly: */
stroke: #4A6CF7;  // primary lines
stroke: #7B9FFF;  // secondary / accent details
stroke-width: 2.5;

// Do

  • One illustration per section maximum — they're punctuation, not wallpaper
  • Apply the hue-rotate filter or recolour to brand blue
  • Pair with generous whitespace
  • Use for empty states, onboarding, marketing pages, decks

// Don't

  • Mix illustration packs — Ven only, never combined with other styles
  • Use raw colours from the pack — always rebrand to blue
  • Place inside dense UI like dashboards or data tables
  • Use generic stock illustration as a substitute
09 / Architecture

Product family.

Bidlogix is the masterbrand. Each product carries the "bid" prefix and a distinctive lowercase wordmark — except AuctionOS and lotUp, which stand slightly apart.

Bidlogix
The masterbrand. Auction software for operators who want to own their bidder relationships.
Masterbrand
bidJS
Embedded JavaScript bidding engine for live and timed auctions on any website.
Embed · Live & Timed
bidSDK
Native mobile and headless integration kit for teams building custom bidder experiences.
SDK · Native & Headless
bidSites
Ready-to-launch auction websites for auctioneers who want to be live in days, not months.
Hosted · Turnkey
BiddingAPI
The headless API behind every Bidlogix product. Build auctions your way.
API · biddingapi.com
AuctionOS
The operating system for modern auction businesses. Inventory, consignors, payments, finance.
Platform · Back-office
lotUp
Lightweight lot management and cataloguing tool for smaller auction houses and one-person operations.
Tool · SMB
10 / Voice

How we sound.

Plain-spoken, technical, and confident. We respect our customers' intelligence and never oversell.

01

Direct

Short sentences. Strong verbs. Lead with the point. If it can be said in five words, never use ten.

02

Operator-first

We talk to people who run auction businesses, not marketers. Use their language: lots, consignors, hammer, buyer's premium.

03

Quietly confident

We don't need exclamation marks or hype. Our credibility comes from precision, not promises.

04

Honest about trade-offs

We're not for everyone. If a prospect needs an aggregator model, we say so. Trust compounds.

Context
We say
We don't say
Brand name
Bidlogix
bidLogix · BIDLOGIX · Bid Logix
Data ownership
Your bidders, your data.
Empower your bidder ecosystem.
Pricing
Flat monthly fee. No buyer surcharges.
Flexible enterprise pricing options.
Reliability
Built for live auctions. Tested under load.
Best-in-class enterprise-grade infrastructure.
Differentiator
We're not an aggregator.
A revolutionary new approach to auctions.