Brand Overview
Ashmero is the operating system for modern Indian jewellers—a comprehensive platform that covers the complete chain from karigar to customer. We help family jewellers maintain the personal touch that built their legacy while scaling across multiple branches.
Positioning Hierarchy
Strategic Pillars
Trust
"Give your customers receipts they can believe in"
Relationships
"Feel as personal as grandfather's single shop—across all your branches"
Growth
"Be present when they're ready to buy"
Brand Values
- Trust: Transparent pricing, audit trails, and price locking build documented trust
- Relationships: Consultation sessions, savings plans, and customer apps create lifetime value
- Growth: Mobile-first experience puts your store in every customer's pocket
- Heritage: We honour the tradition of Indian family jewellers while enabling progress
The Ashmero Advantage
Complete Chain Coverage
No competitor covers Karigar → Store → Customer in one platform
Relationship Focus
Consultation sessions, savings plans, and customer app create lifetime value
Trust Infrastructure
Transparent pricing, audit trails, and price locking build documented trust
Mobile-First Experience
Customer app is a genuine differentiator most competitors don't have
Indian Jewellery Specificity
Built for Indian market: hallmarking, GST, exchange valuations, purity math
Logo System
The Ashmero logo features a distinctive "A" mark with elegant curved shapes that represent precision and craftsmanship. The logo is available in multiple variants for different contexts.
Logo Variants
| Type | Filename | Best For |
|---|---|---|
| Horizontal Teal | logo-horizontal-teal.svg |
Light backgrounds, headers, navigation |
| Horizontal Gold | logo-horizontal-gold.svg |
Dark backgrounds, hero sections |
| Horizontal Mixed | logo-horizontal-mixed.svg |
Neutral backgrounds, documents |
| Stacked Teal | logo-stacked-teal.svg |
Square spaces, app icons |
| Stacked Gold | logo-stacked-gold.svg |
Dark square spaces |
| Icon Teal | logo-icon-teal.svg |
Favicons, small spaces |
| Icon Gold | logo-icon-gold.svg |
Dark favicons |
| Icon Gold on Teal | logo-icon-gold-on-teal.svg |
App icons, badges |
| Icon Teal on Gold | logo-icon-teal-on-gold.svg |
Premium badges |
Horizontal Logos
Best for headers, navigation, and wide spaces. Minimum width: 120px.
Stacked Logos
Best for square spaces, social media profiles, and app stores. Minimum width: 80px.
Icon Mark
Use for favicons, app icons, and small spaces. Minimum size: 24px.
Logo Usage Guidelines
✓ Do
- Use approved logo files only
- Maintain minimum clear space (equal to mark height)
- Use teal logos on light backgrounds
- Use gold logos on dark backgrounds
- Keep logo proportions intact
✗ Don't
- Stretch or distort the logo
- Change logo colours
- Add effects (shadows, gradients, glows)
- Place on busy or low-contrast backgrounds
- Rotate the logo
Responsive Usage
- Desktop (>1024px): Use horizontal logo
- Tablet (768-1024px): Use horizontal or stacked based on space
- Mobile (<768px): Use icon-only for navbar, stacked for hero sections
Minimum Sizes
- Horizontal logos: 120px width minimum
- Stacked logos: 80px width minimum
- Icon only: 24px minimum (with proper spacing)
Favicons & Web Assets
Favicon Package
Complete favicon set for all platforms and devices:
16×16
32×32
48×48
96×96
| Asset | Size | Usage |
|---|---|---|
favicon.ico |
Multi (16, 32, 48) | Browser tab icon |
favicon-192x192.png |
192×192 | Android Chrome icon |
favicon-512x512.png |
512×512 | PWA splash screen |
apple-touch-icon.png |
180×180 | iOS home screen |
Social Media Assets
| Asset | Size | Usage |
|---|---|---|
og-image.png |
1200×630 | Open Graph (Facebook, LinkedIn) |
twitter-card.png |
1200×600 | Twitter card image |
Colour Palette
Primary — Cyprus
Our primary colour represents trust, stability, and professionalism. Use it for primary actions, headers, and key UI elements.
Accent — Gold
Our accent colour connects us to the jewellery industry. Use it sparingly for CTAs, highlights, and special elements.
Neutral — Forest
Our neutral palette provides a sophisticated foundation for text and UI elements.
Background — Sand
Warm, elegant background tones that provide a premium feel without being distracting.
Semantic Colours
Typography
Playfair Display
Used for headlines, logo, testimonials, and premium content. Conveys elegance and sophistication.
0 1 2 3 4 5 6 7 8 9
DM Sans
Used for body text, UI elements, buttons, and navigation. Clean and highly readable.
0 1 2 3 4 5 6 7 8 9
Type Scale
Buttons
Primary Buttons
Accent Buttons
Outline Buttons
Button Guidelines
- Primary (Cyprus): Use for main actions like "Sign Up", "Get Started"
- Accent (Gold): Use for prominent CTAs like "Book Demo", "Contact Sales"
- Outline: Use for secondary actions or when buttons appear on coloured backgrounds
- Always maintain sufficient padding (12-16px vertical, 24-32px horizontal)
- Use rounded corners (8-12px border-radius)
Brand Voice
Tone & Personality
- Confident: We know our product and industry well
- Warm: Approachable and friendly, not cold or corporate
- Clear: Simple language, no jargon
- Respectful: We honour the tradition of Indian jewellery businesses
The Family Jeweller Narrative
Use this storytelling framework in marketing:
- Honour the past: "Your grandfather built trust one customer at a time"
- Acknowledge the challenge: "But how do you maintain that personal touch across 5 branches and 10,000 customers?"
- Present the bridge: "Ashmero gives you the memory your grandfather had—for every customer, at every branch"
- Show the future: "So your grandchildren inherit not just a business, but a system that grows with them"
Writing Guidelines
- Use active voice: "Manage your store" not "Your store can be managed"
- Be specific: "Setup in 24 hours" not "Quick setup"
- Address the reader directly: "You" and "Your"
- Keep sentences short and scannable
- Use Indian English spelling (jeweller, not jeweler)
✓ Say This
- "Turn one-time buyers into lifelong customers"
- "Setup in 24 hours"
- "Built for Indian jewellers"
- "Your store in every customer's pocket"
- "From Karigar to Customer. One Platform."
✗ Not This
- "Revolutionary AI-powered solution"
- "Best-in-class enterprise software"
- "Leverage synergies"
- "Disruptive technology"
- "Just need billing software"