Logo
We collaborated together with Thinking*Room to create a fresh new logo that reflects our core purpose, which are fun, spontaneous, and optimistic personalities.
Meanings
Fun
When you can grow with maximum flexibility.
Strength
To achieve a sustainable living.
Excitement
When you can buy anything you want.
Logo construction
In order to make the default logo consistently presented across the platform, we adjust the logo constructions starting from tilt and kerning between logotypes for readability.
Horizontal
Vertical
Construction for vertical structure.
Give enough space around the logo to breath.
Freespace exceptions
App Icon
Bukalapak mothership signage
Logo color
Bukalapak default logo colors are red on logoram and black on logotype.
Color configuration
White on crimson
Black on white
Watermark
Don't
Don’t use different colors on logogram and logotype.
Don't
Don’t stretch the logo out of proportion.
Don't
Don’t add or remove any of the logo elements.
Don't
Don’t reconfigure or reposition any of the logo elements.
Scale
In order to keep the form and readability, we decide the smallest size for digital and print media.
Partnerships
Aligning partnership logos should follow clear space rules.
Horizontal logo freespace
Horizontal logo preview
Vertical logo freespace
Vertical logo preview
Brand architecture
There are four different hierarchies, which each has its own purpose. From sub-brands/products to programs, we build trust and equity into the Bukalapak brand through a simple, efficiency-focused architecture.
Primary brands
Sub-brands
Horizontal
Vertical
Partnerships
Horizontal
Vertical
Programs
Right alignment
Center alignment
Internal teams
Bukalapak Design
Bukalapak Tech
Bukalapak Marketing
Bukalapak Product
Color
We pick and use color with an intention to communicate meanings throughout experience.
Primary brand color
Our primary color is crimson and pink.
Crimson
CMYK - 5 99 60 0
HEX #E31F52
Pink
CMYK - 0 45 22 0
HEX #FFA3A6
Secondary brand color
Our secondary color is grape and orange.
Grape
CMYK - 90 88 0 0
HEX #3838A8
Orange
CMYK - 0 41 96 0
HEX #F5A629
Accent color
Jade green
CMYK - 89 45 81 51
HEX #034530
Ginger
CMYK - 15 95 100 6
HEX #C72B0D
Dark blue
CMYK - 100 96 29 20
HEX #142669
Light yellow
CMYK - 3 0 42 0
HEX #FCFAA6
Beige
CMYK - 10 11 27 0
HEX #E5D9BD
Gray
CMYK - 18 13 7 0
HEX #CCD1DB
Light pink
CMYK - 0 10 4 0
HEX #FFE8E8
Mint
CMYK - 19 0 10 0
HEX #C7FAF0
Light green
CMYK - 28 0 37 0
HEX #B8EDB8
Typography
Buka Sans® is our brand new typeface. We collaborated with Tokotype to craft a typeface that focuses on readability, bring up our uniqueness, and slight quirkiness inspired by our company’s spirit of fun.
Reading quality
Good typography is often invisible and makes the reading experience seamless. To achieve that, we keep in mind a couple of aspects, includinge line length, leading, hierarchy, and alignment.
Line length
Line length is the amount of character per line. It should allows the user's eyes to flow easily from the end of one line to the start of the next line. The range is set from 32 to 80 characters.
The number of characters per line, including spaces, may range from 32 to 80 characters.
Too narrow or too wide of a paragraph can hinder the reading experience.
Leading
To have a perfect leading is essential for a good readability. Making it too close or too far will affect the quality of the reading experience.
Do
Don't
Do
Don't
Rags
When writing a long paragraph, work together with a content strategist to find a way to smoothen the rags.
Do
Don't
Orphans and widows
Adjust the line length with content strategist to avoid awkward widows.
Do
Don't
Simplicity
We strive for simplicity. Avoid to use multiple styles at the same paragraph as it may break the reading experience.
Alignment
Type alignment controls how the text positions itself in the layout. Generally, we use two type of alignment: Left for paragraph and Center for short statement.
Flush left for paragraph
To maintain the functionality, effectiveness, and legibility of reading a paragraph. We default to flush left. It creates the strongest readability for readers’ eyes to follow.
Do
Don't
Caution
Don't
Short statement
We always prefer flush left by default. However, center alignment can be used to put emphasis on short statements when necessary.
Do
Use center alignment when the length of the statement is short or less than 50 characters.
Do
The statement should be on flush left when the paragraph has more than 60 characters.