Brand
openhome is home automation for people who refuse to rent their own homes back from
a cloud. The brand has one job: make ownership feel obvious, calm, and cool.
The idea in one line
Your home. Your data. Your keys.
Alternates:
- Own your home. Not a subscription to it.
- Local-first home automation you actually own.
- The smart home that answers to you.
The mark
A house that is also a keyhole. The house is ownership; the keyhole says *you hold
the key* — to your front door and to your data. It's a single idea a person gets in a
glance, and it reads at favicon size.
assets/brand/mark.svg— icon only (app icon, favicon, avatar)assets/brand/logo.svg— horizontal lockup (openlight +homemint)assets/brand/favicon.svg— mark on an ink rounded-square
Clear space: keep at least half the mark's width empty around the logo.
Don't: recolor the mark outside the palette, add gradients/shadows to it, stretch it,
or put it on busy photos without an ink scrim.
Voice
Plain, confident, a little rebellious — never corporate, never fear-mongering.
- Say: "It runs on your box. Unplug the internet and your home still works."
- Don't say: "Leverage our AI-powered smart ecosystem synergies."
- We're pro-ownership, not anti-technology. The tone is empowering, not paranoid.
- Lowercase openhome in running text. One word.
Color
Ink and near-black, one confident mint accent. Restraint is the point — it should feel
like well-made hardware, not a toy.
| Token | Hex | Use |
|---|---|---|
| Ink | #0e1014 | primary background |
| Panel | #171a21 | cards, surfaces |
| Line | #272c37 | borders, dividers |
| Mint (primary) | #3ddc97 | the accent — logo, highlights, actions |
| Mint deep | #1f7a56 | active borders, pressed states |
| Text | #e7ebf3 | primary text |
| Muted | #8b93a7 | secondary text |
| Signal amber | #f0b429 | warnings only |
| Signal red | #ef5350 | danger / offline only |
Mint is precious — use it for one thing per view. If everything is mint, nothing is.
Type
System sans (SF / Segoe / Roboto) for product UI — fast, native, no web-font tax, and it
matches the local-first ethos. The wordmark is lowercase, tight-tracked. open in text
weight, home in bold.
What the brand promises
- It works offline. Local-first isn't a feature, it's the whole point.
- You own the data. It lives on your disk. You can export or delete it, always.
- Open protocols only. No device here is a hostage to a vendor cloud.
- No subscription to function. Buy the box (or build it) and it's yours.
Everything we design should pass one test: *does this make the person feel more in
control of their home, or less?*