Brand Guidelines — Version 1.0 · 2025
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 has no accent color — no orange, no blue, nothing that reads as "the brand hue." Achromat is a quiet dual-theme neutral system: near-black Carbon (dark mode) and near-white Paper (light mode), with hierarchy carried entirely by type weight and the three text depths below. The one deliberate exception — a very low-opacity prism gradient — is covered on its own.
Page background — the only background tier, both themes
Primary text — headings, UI labels
Muted text — body copy
Faint text — captions, metadata
Not a color — an opacity (.08 dark / .11 light) driving a magenta/mint/blue gradient on
.ach-pane, .ach-lens, and lens buttons. Live example, same panel this text sits in:
No Accent Color
Achromat has no brand accent hue — no orange, no blue, nothing that reads as "the brand color." Emphasis comes from type weight, spacing, and hierarchy, not color. This is a deliberate constraint, not an oversight.
The Prism Exception (--pr)
The one deliberate exception: a very low-opacity (.08 dark / .11 light) magenta/mint/blue gradient on .ach-pane, .ach-lens, and lens buttons. It reads as a subtle glass tint, not a color choice — never used for text, icons, or large-area fills.
--bg
The single base page background per theme — near-black Carbon in dark mode, near-white Paper in light mode. No secondary "elevated" background tier; card surfaces come from --pane/--lens (translucent overlays on --bg), not a separate solid tone.
--t1 / --t2 / --t3
Three text depths per theme drive all hierarchy. --t1 for headings and UI labels, --t2 for body copy, --t3 for captions and metadata. All three pass WCAG AA against --bg in both themes — see Accessibility below.
Computed via the WCAG relative-luminance formula against real token hex values — not estimated.
Typography
QWR uses a three-typeface system. Space Grotesk carries display and headings. Inter Tight carries all UI and body copy. JetBrains Mono handles eyebrows, labels, tags, and data. All three are open-source (SIL Open Font License / Apache 2.0), distributed via Google Fonts / JetBrains, and free for commercial use.
The future is spatial.
The future is spatial.
The future is spatial.
QWR designs, engineers and manufactures head-worn computers.
QUESTION WHAT'S REAL
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. QWR has no accent color for renders to key off — where a touch of color appears at all, it's the same low-opacity prism gradient used in UI (see Color Palette), applied sparingly as lens reflections or glass-surface tint, never as a saturated fill.
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.
No accent color to key off. Where the prism gradient (magenta/mint/blue, see Color Palette) appears at all, it reads as ambient rim lighting or a lens reflection at low opacity — never as a saturated fill or full-surface tint.
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. LED indicators, lens reflections, and status lights should render as they actually appear on the device — 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.