A complete reference for the Bidlogix masterbrand and product family. Built around three principles: clarity, ownership, and quiet confidence.
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.
Electric blue against deep ink. Restraint in the supporting palette keeps the brand technical, never decorative.
Plus Jakarta Sans for everything human-readable. JetBrains Mono for 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. Each bid-prefixed product uses Plus Jakarta Sans with colour differentiating the suffix. lotUp is the only product with its own typeface (Sora) and sits apart from the family — connected via "Powered by Bidlogix".
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.
