Calm, capable, quietly competent.
Every choice in this guide — a color, a weight of type, the speed of a transition — should trace back to one outcome: the morning a transaction coordinator opens their laptop and finds that someone they trust has already handled the hard part.
Like a trusted colleague.
Confident, specific, useful. The kind of voice that helps you, not the kind that performs.
"Wow, AI!" hype.
No game-changing, no cutting-edge, no exclamation points. Quiet competence over showmanship.
Two marks. Used with intention.
The Ava character mark leads on brand-facing materials — partnerships, marketing, announcements. The ListedKit wordmark supports in product, legal, and footer contexts. Don't stack them at equal weight.
Approved backgrounds
Clear space & sizing
Do
- Lead with the Ava mark on partner co-marketing.
- Use the mint Ava mark on navy or the green gradient only.
- Use the dark Ava mark on white, soft gray, or mint.
- Preserve at least 1× mark-height of clear space.
- Scale proportionally; SVG for anything web.
Don't
- Stretch, skew, or rotate the mark.
- Apply drop shadows, glows, or outlines.
- Recolor it — no brand, partner, or accent colors.
- Place it on photography, patterns, or busy imagery.
- Redraw or recreate it from scratch.
White carries. Navy anchors. Mint signals Ava.
White is the dominant canvas. Navy holds the type. Mint marks Ava's presence. Yellow has one job — the primary call to act — and never appears anywhere else.
White
The dominant canvas. Default background for almost every surface.
Chocolate Navy
Primary text, dark surfaces, sidebar, footer. Carries authority without coldness.
Soft Gray
Alternating section backgrounds and inner cards. Lightens without removing warmth.
Milk
Tinted blue-neutral for callouts, pull quotes, and principle highlights.
Aiva Green — gradient only
Hero gradients, accents, Ava's identity. Used in gradient form only — not as flat fills on large surfaces.
Mint
Ava's signature accent. Logo on dark surfaces, underline accents, highlight moments. Not for large area fills.
CTA Yellow
One job only: the primary call to act. "Book a Demo," "Try Free," "Get Started." Never repurpose for backgrounds, highlights, or decoration.
Functional colors
For UI states only — never decoration.
One typeface. Used with intention.
Gabarito across everything — headings, body, buttons, UI. Personality comes from weight and size, never from font variety. Free from Google Fonts; no substitution needed.
Gabarito
Scale
Weight usage
Sentence case is the default.
Use sentence case for headlines, buttons, and nav. Title Case only for proper nouns (Google Calendar, Dotloop) and named product features (AI Contract Review). All-caps only on eyebrows at 10–11 px with tracked letter-spacing.
The voice of a capable colleague.
Confident but not loud. Specific but not technical. Human without being casual. Ava does things — verbs over nouns. Second person dominant. Short sentences.
Practical
Every word earns its place. Benefits first. No filler, no "game-changing," no superlatives.
Specific
"$9.99 per intake." "45 minutes per contract." Numbers are concrete, not vague.
Understated
She doesn't need to announce herself. The work speaks. No exclamation points. No hype.
Before & after
Our game-changing AI-powered platform automates your real-estate transaction management workflows.
Ava reads your emails and your contracts. She knows which email belongs to which deal. She tells you what to do next.
Experience the future of transaction management with thousands of satisfied real-estate professionals!
First intake free. No subscription, no commitment. Connect Gmail, upload a contract, and Ava handles the rest.
Leverage Ava's cutting-edge contract-reading capabilities to streamline your coordination process.
Ava reads the full contract before you open it. Every date, every party, every contingency — including the ones the agent missed.
Retired phrases
Don't say
- "Free trial" — the product doesn't have one.
- "AI-powered" — category label, says nothing.
- "Game-changing" / "cutting-edge" — hype.
- "Deadline automation" — it's deadline tracking.
- "Back office" — undersells what Ava does.
Say this instead
- "First intake free" — true and specific.
- "Ava reads your contracts" — verbs over nouns.
- Concrete numbers: "under 5 minutes".
- "Deadline tracking".
- "Reads your inbox and your contracts".
Ava is "she."
Ava is a character, not a feature set. Refer to her with she/her — like a capable colleague, not a product. "Chat with Ava." "Ava reads your contracts." "Ava learns from your edits."
Two kinds of images. Real ones.
Product UI screenshots do most of the work. The Ava character illustration is a set piece — use it sparingly and at scale. No stock photography, no real-estate clichés, no illustration in foreign styles.
Real product screenshots
Real Ava screens in rounded containers with subtle drop shadows. The most common "image" in our materials.
The Ava character mark
Used at scale on hero moments and launch announcements. A set piece, never a pattern element or decorative texture.
Stock photography
No photos of people, hands on keyboards, houses, sold signs, or keys. Real-estate clichés undercut the brand.
Abstract patterns or rainbow gradients
One brand gradient only (Aiva Green). No noise, no decorative geometry, no gradient overlays on product screenshots.
The whole guide on one card.
If you only remember a handful of things, remember these. The full rules above; this is for the moment when you're three pixels deep and need a quick answer.
Colors
- Canvas#FFFFFF
- Text / Navy#021B2E
- Soft gray#F8F9FA
- Mint accent#92FFBA
- Green start#1F8B6F
- Green end#00C287
- CTA yellow#FFD900
Type
- FamilyGabarito
- Weights400 / 500 / 600 / 700 / 800
- Body16 px · 1.65
- H136 px · 700
- Display44–60 px · 800
- Tracking (large)−0.02em
- CasingSentence case
Rules of thumb
- Primary CTAYellow pill, only
- Button shapeFully rounded
- Card radius12 px
- Section padding64–96 px
- GradientHero / feature moments only
- ImageryReal UI · no stock
- VoiceCalm, specific, second person
Get the assets.
Pre-approved logo files, color tokens, and this guide. If you need a format not listed — vector EPS, .ase swatches, animated lockup — email hello@listedkit.com.
Ava mark — dark
For white and soft-gray surfaces.
Ava mark — mint
For navy and gradient surfaces.
ListedKit wordmark
Product, legal, and footer contexts.
Design tokens
Colors, type, spacing, radii.
Gabarito
Free from Google Fonts.
Full guide (PDF)
Print-ready version of this page.
One last thing.
Anything that uses our name, marks, or product UI in front of an external audience needs a quick review before it ships. We're fast — usually under two business days — and we're on your side.
- Co-branded marketing or partner pages
- Press releases or external announcements
- Slide decks with the Ava mark used at scale
- Anything claiming product capabilities
- New uses of imagery, photography, or illustration
- Internal documents and decks
- Using approved assets in approved contexts
- Email signatures with the wordmark
- Anything that follows this guide cleanly
Brand reviews
Email hello@listedkit.com with what you're making, where it'll live, and a draft. We aim for a 2-business-day turnaround.