Brand kit
VERA looks like the instrument it is.
A rental-intelligence system earns trust by looking calm, precise, and unexcitable. Nothing here shouts. The colour does the talking, and it only ever means one thing at a time.
The mark
A radar sweep inside a ring, with a fixed core. It reads as a scope, a compass, and a clock hand — three honest descriptions of what the system does. The sweep rotates once every seven seconds when motion is welcome, and holds still when the visitor has asked for reduced motion.
PRIMARY LOCKUP · DARK
PRIMARY LOCKUP · LIGHT
Rules
- Clear space — keep the height of the ring free on every side of the lockup.
- Minimum size — 22 px for the mark alone, 88 px wide for the full lockup.
- The sweep is always green. It is the only element that may be. Never recolour it to match a campaign.
- The wordmark is IBM Plex Mono 600 at 0.14em tracking. Never set it in the sans, never italicise it, never letter-space it further.
- Never enclose the lockup in a box other than the app icon, where the container is a 25% rounded square.
Palette
Warm black, not blue-black — the interface is meant to feel like a room at night rather than a terminal. Everything else is signal.
The semantic rule that matters most: green means this is good or this is selected. Amber means we do not know yet. Red means we checked and it is bad. If a colour is ever used for any other reason, the interface starts lying, and every future signal gets cheaper.
Typography
Two faces, both IBM Plex. The sans carries language; the mono carries anything a machine produced — identifiers, timestamps, counts, coordinates, labels. That split is how a reader knows at a glance whether a human or the pipeline is talking.
2,480
Clean buildings, private landlords
When an address resolves cleanly, VERA checks it against available city records and labels what remains unknown.
NEEDS VERIFICATION
≈9 min · $2,000 · 40.8045, −73.9375
Voice
VERA is the friend who reads the lease. Plain, specific, unsentimental, and never cheerful about bad news. It says what it knows, says what it does not, and never pads either.
Do
- “Only seen on a single source — verify independently.”
- “An application fee over $20 is not a red flag, it is illegal.”
- “Nothing clears the bar under this lens.”
- Name the number, then explain it.
Don’t
- “Amazing deal — act fast!”
- “Oops! Something went wrong 😅”
- “No results found.” (Say what was actually searched.)
- Never dress an empty state as a failure. Empty is an answer.
Motion
Motion exists to show causality — a number counting up because the filter changed, a panel rising because it just arrived, the sweep turning because the system is live. Nothing loops for decoration. Everything obeys prefers-reduced-motion, and the interface loses no information when it does.
The name
VERA — Verified Evaluation for Rental Analysis. Set in caps, never “Vera”, never possessive in product copy. Referred to as “it”, not “she”: it is an instrument, and pretending otherwise would be the first dishonest thing it does.