The house system, applied
BlueWhale Stack Design & Collateral Guidelines v1.0 (August 2026), translated from decks and PDFs into the product UI. Every token below is live on this page.
Marks and clear space
Horizontal, light grounds
The default in headers and footers. Brand blue on white or PANEL.
Horizontal, white knockout
For brand-blue and dark grounds. The whale reveals the ground beneath.
Square mark
For covers, avatars and favicons. Clear space equals one tile on every side.
Eleven tokens, one accent
Content is white-dominant. Blue is confident but rationed — large solid blue belongs on covers and one moment per page. Gold is the only accent and never appears as a large fill.
| Token | Hex | Use | |
|---|---|---|---|
| BLUE | #002CA0 | Primary brand. Headline emphasis, primary action, key data series. | |
| DARK | #0D2270 | Signature chips, premium cards, architecture bands. | |
| MID | #3355C0 | Secondary blue for gradients and tiers. | |
| GOLD | #C9962E | The only accent. Kickers, labels, borders, key nodes. Never large fills. | |
| INK | #101828 | Titles and primary text on light. | |
| GREY | #475467 | Body text. | |
| LGREY | #98A2B3 | Footers, disclaimers, muted labels. | |
| PANEL | #F4F7FC | Light panel fill. | |
| LINE | #E4E9F2 | Hairline borders. | |
| LBLU | #DCE7F6 | Large light-blue container bands. | |
| LGRY | #EEF1F5 | Light grey alternative surface. |
Calibri, and the signature elements
Body copy runs at 15px with a 1.5 line height. The house face is Calibri; Carlito is the metric-compatible web fallback, so line breaks match the printed collateral. Numerals are tabular in columns: ₹1,38,420.
Seven rules this UI follows
White is the default
Content surfaces are white-dominant. Blue arrives for one moment per page and for covers — never as a wash across a working screen.
Gold is rationed
The only accent, and it stays small: kickers, hairline borders, the one number that matters, a key node on a diagram. Never a fill.
State is not brand
Success, warning and danger come from a separate semantic set, so a red badge never reads as a brand colour and gold never reads as a warning.
Cards stay white
No flat grey panels. A card is white with a hairline border and a soft shadow; depth comes from elevation, not from tinting.
Structure encodes meaning
Numbered kickers appear where there is a real sequence. A step rail means steps; it is not decoration.
Say the number
Prices, quotas and SLAs are shown as figures with their tax treatment, not as adjectives. Tabular numerals wherever digits line up.
Candour over gloss
Where a certification is not held, the page says so and gives the date. Every claim is meant to survive a procurement review.