Linger — Brand Guide

The brand in one paragraph

Linger is for the part of being human that needs to actually be in the room. The brand should feel warm, real, slightly slow — the opposite of a feed. Friendly, not flashy. Confident, not loud. Optimistic about people, honest about loneliness.

Color

Blue is the action color. Orange is the dot — small, warm, deliberate. Cream is the page. Ink is text. That's the system.

Blue

#2C6CFF

Blue Deep

#1A4FD9

Orange

#FF7A3D

Orange Soft

#FFE9DD

Cream

#FFF8F3

Ink

#0F1626

Muted

#6B7280

Hairline

#ECEEF2

Typography

Linger uses the platform system font — Apple's SF Pro on iOS/macOS, equivalent system stacks elsewhere. No external web font. This makes the product feel native and load instantly.

Linger longer.

Display: 800 weight, -1.2px letter-spacing. Body: 400/500, 1.5–1.6 line-height. Stack: -apple-system, BlinkMacSystemFont, "SF Pro Display", system-ui, sans-serif.

Logo

The wordmark is "Linger" with a small orange dot. Use the primary on light backgrounds, the reverse on dark. Don't recolor, stretch, or substitute the dot. Keep clearspace equal to the dot's diameter on all sides.

Files

logos/linger-wordmark.svg — primary, for light backgrounds
logos/linger-wordmark-reverse.svg — for ink/dark backgrounds
logos/linger-lockup.svg — with the "Linger longer." tagline
logos/linger-mark.svg — standalone L mark
logos/linger-app-icon.svg — app icon on the brand orange

For fixed cross-platform rendering, outline the wordmark text to paths in the consuming tool.

Voice important

Linger speaks like a thoughtful friend who's been thinking about the friendship recession longer than you have. Warm. Direct. A little dry. No hustle-speak. No "join the community" boilerplate. No exclamation marks unless something actually deserves one. Honest about what we don't do (AI friends, swiping, dating).

✓ Sounds like Linger

"Friendship, not dating. Plans, not feeds."
"We didn't build an AI friend. We built a way to find a real one nearby."
"No swiping. No matches. Just the people nearby who share your vibe."

✗ Doesn't sound like Linger

"Join thousands of users connecting today!"
"Our AI-powered matching algorithm finds your perfect friend."
"Swipe right on friendship 🔥"

On the AI angle

Linger is comfortable saying "we use AI" — but only in specific, honest ways. The line we hold: AI in the background, on safety; never in the conversation. If a piece of copy implies AI is acting on behalf of a user (writing bios, sending icebreakers, choosing matches), it's off-brand. If a piece of copy describes AI removing scammers or triaging reports faster, it's on-brand.

Imagery

Real moments — coffee tables, parks, hiking paths, board games on a Tuesday — not stock-photo "diverse group laughing." Warm light, slightly slow shutter, in-room not on-stage. Avoid screens in the frame; the product exists to get people away from screens.

Boilerplate

See copy/boilerplate.md for the short and long versions. The one-liner is the one to memorize: The friend-finder for people who'd rather meet over coffee than match online.

Press & legal

For interviews, asset requests, or comment: press@linger.city. Final trademark, securities, and corporate-formation language should be reviewed by counsel before public distribution.