Question What's Real.
This document defines the visual identity, voice, and usage standards for QWR Interactive Solutions. Use these guidelines to ensure every touchpoint communicates with clarity, precision, and authority.
Logo System
QWR has two core marks: the standalone Q icon and the QWR wordmark. Both exist in black and white variants. Deploy the correct version based on background — always preserving legibility and brand integrity.
Minimum clear space equals the cap-height of the "Q" on all four sides.
Never place other elements — text, graphics, edges — within this protected zone.
- Use the Q icon as an app icon or avatar in standalone contexts
- Use the QWR wordmark for full brand identification
- Always maintain the defined minimum clear space
- Use the white logo on dark (Carbon) backgrounds only
- Use the black logo on white or light backgrounds
- Scale proportionally — never stretch or squish
- Use SVG/EPS for all production applications
- Place the logo on cluttered photographic backgrounds
- Recolour the logo in blue, grey, or any other colour
- Add drop shadows, gradients, or outer glows to the logo
- Rotate, skew, stretch, or distort in any way
- Use low-resolution or rasterised versions for print
- Outline or stroke the logo shapes
- Use old or unapproved logo versions
- Wordmark: 80 px wide minimum (digital)
- Wordmark: 25 mm wide minimum (print)
- Q Icon: 24 px minimum (digital)
- Q Icon: 8 mm minimum (print)
- SVG format for all digital applications
- EPS or PDF format for all print applications
- Never display the logo below these thresholds
Color Palette
QWR's palette pairs a quiet dual-theme neutral system — deep Carbon (dark mode) and warm Paper (light mode) — with a rotating time-of-day accent that cycles through five colours by the hour (gilt → cyan → plasma → magenta → stone). The accent is used only for emphasis: CTAs, signal states, section labels, and highlights. Surfaces stay quiet so the accent does the talking.
RGB 212 175 55
05:00–10:00
#0891B2 · light
10:00–15:00
RGB 93 95 239
15:00–19:00
RGB 255 45 122
19:00–23:00
#5F656C · light
23:00–05:00
RGB 10 10 12
Dark-mode base surface
RGB 245 244 240
Light-mode base surface
RGB 14 14 17
Dark-mode card / surface
RGB 236 234 228
Light-mode card / surface
Accent — Time of Day
A single rotating accent that cycles through five colours by the hour (gilt, cyan, plasma, magenta, stone). Reserved for CTAs, signal labels, focus rings, active states, and underline bars under section headings. Never used for body text or as a large-area background.
Carbon (#0a0a0c)
The base surface of all dark-mode pages. Used as the page background on hero sections, full-bleed layouts, and cinematic product contexts. Pairs only with Orange and neutral text tokens.
Paper (#f5f4f0)
The base surface of all light-mode pages. A warm, off-white paper tone (not pure white) to reduce eye strain on long-form reading. Used across marketing, insights, and document pages.
Carbon 2 / Paper 2
Elevated surfaces — cards, modals, bento grids, sidebar panels. One visible step up from the base surface in each theme. Never used as the primary page background.
Text Tokens
Three text depths per theme (primary / secondary / tertiary) drive hierarchy. Primary for headings and UI labels, secondary for body copy, tertiary for captions and metadata. See Typography section for the full scale.
Typography
QWR uses a three-typeface system. Clash Display carries display and headings. Satoshi carries all UI and body copy. IBM Plex Mono handles captions, technical labels, and metadata. Clash Display and Satoshi are from the Indian Type Foundry (Fontshare); IBM Plex Mono is from IBM — all optimised for screens and free to use.
| Token | Sample | Family | Spec |
|---|---|---|---|
| Display / Hero | Engineered for Reality. | Clash Display 400 | clamp(40–64px), −.045em |
| Heading H1 | Engineered for Reality. | Clash Display 700 | clamp(40–64px), −.045em |
| Heading H2 | Innovation You Can Wear | Clash Display 700 | clamp(26–36px), −.035em |
| Heading H3 | Industry-Ready XR Solutions | Clash Display 700 | clamp(20–22px), −.030em |
| Body | QWR develops advanced spatial computing hardware… | Satoshi 300 | clamp(15–16px), 1.65 leading |
| Caption / Mono | INDUSTRY INSIGHTS · MADE IN INDIA | IBM Plex Mono 400 | 11px, +0.18em, CAPS |
| Stat value | 35,000+ | Clash Display 700 | clamp(26–36px), −0.04em |
| Weight | Name | Primary Use |
|---|---|---|
| 300 | Light | Body copy, long-form prose |
| 400 | Regular | Default UI, mono captions |
| 500 | Medium | Buttons, nav links, labels |
| 700 | Bold | All headings, stat numbers |
Voice & Tone
QWR speaks like a precision instrument — clear, confident, and purposeful. We are building India's XR future and we write with the conviction that demands. No fluff. No hype. Just proof.
We state our capabilities plainly and let the technology speak. We don't shout — we demonstrate.
We use precise technical language — always paired with a clear human benefit. Specs serve people.
QWR has a mission. We write with direction and conviction, not vague corporate generalities.
We are built in India for the world. We acknowledge our origin with confidence — never as a caveat.
Imagery & Renders
All product renders and photography are grounded in dark cinematic environments with precise material accuracy. A subtle QWR accent colour — any of the brand's five (gilt, cyan, plasma, magenta, stone) — provides rim lighting and ambient bounce, used sparingly at low opacity, to unify the visual world without overwhelming the neutral base.
All renders use near-black backgrounds. Lighting is dramatic and controlled — single-source or dual key/fill setups. Avoid bright studio lighting or white environments entirely.
A QWR accent colour — gilt, cyan, plasma, magenta, or stone — appears as ambient rim lighting, lens reflections, and soft environment bounce, never as a saturated fill. Use low-opacity glows (~10–25%) and directional accent lighting, not full-surface tints.
Render with physically-based materials. Black matte plastics, anodised finishes, rubber gaskets, and glass optics must read accurately. No stylised or cel-shaded aesthetics.
Product colours must be true to physical hardware. Accent glow elements (LED indicators, lens reflections, status lights) should match a QWR accent colour precisely — not invented or exaggerated.
Usage photography shows real professionals — workers in industrial facilities, students in labs, healthcare professionals. Authentic, diverse, active — not posed stock photography.
No rainbow RGB lighting, gaming-aesthetic renders, cartoon 3D scenes, or cheerful stock images. QWR is enterprise — dark, precise, and purposeful.
Learn more about what QWR builds.