calidevs

Brand Guidelines

v1.0 — 2026

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Overview
Contents
01 Cover
02 Contents
03 Introduction
04 Who We Are
05 Values
06 Logo
07 The Flame Dot
08 Logo Variations
09 Clear Space & Don'ts
10 Color Palette
11 Typography
12 Hierarchy & Scale
13 Tone of Voice
14 Applications
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01
Intro
duction
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Who we are
Build fast,
ship smart,
sleep well.

calidevs is a software studio from California that builds, ships, and scales digital products. We work with startups and growing brands — ecommerce, SaaS, platforms — to turn ideas into production-ready code.

We're developers who care about craft. Clean architecture, fast load times, real results. No fluff, no filler.

"We don't just write code. We build what matters — then make it fast." — calidevs manifesto
SHOPIFY HEADLESS REACT NODE API DESIGN WORDPRESS AI AGENTS
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Our principles
What we believe
01

Ship it.

Done beats perfect. We move fast, deploy often, and iterate with real data. A shipped MVP teaches more than a perfect mockup.

02

Own the fire.

We take full ownership. When something breaks at 2am, we're already on it. Our flame means we care enough to stay up.

03

Build trust.

Transparent communication, honest timelines, clean code. Clients come back because we do what we say.

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02
Logo
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Primary logo
The Wordmark

Our logo is a wordmark: cali in the base color and devs in Ignite orange. The period is replaced by a flame — our signature mark. Always lowercase. The color split represents the bridge between California culture and developer craft.

calidevs
ON DARK
calidevs
ON LIGHT
calidevs
ON IGNITE
calidevs
WARM VARIANT
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Icon element
The Flame Dot

More than a dot

The period at the end of "calidevs." is our signature flame. It replaces the typographic dot and becomes the mark's identity — a small but unmistakable fire that says: we're always on.

  • Replaces the period — never use both a dot and a flame
  • Three-layer gradient: Ignite (outer), Amber (middle), Sand (core)
  • Can be used standalone as an app icon or favicon
  • Minimum size: 16px for digital, 5mm for print
  • The teardrop shape is organic — never make it perfectly round
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Alternative
Text-only variant

When the flame is too small to render clearly (body text, email signatures, code comments), use the text-only version with a standard period. The color split remains.

WITH FLAME
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Primary — use when flame is ≥16px
TEXT-ONLY
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Fallback — inline text, small sizes
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Logo rules
Clear Space & Don'ts
1x 1x 1x 1x
calidevs

Minimum clear space = height of the letter "d" on all sides

CaliDevs.
Never capitalize. Always lowercase "calidevs."
calidevs.
Never add extra letter-spacing to the wordmark.
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Never change the brand colors. Ignite only.
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03
Color
Palette
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Colors
Primary Palette
PRIMARY ACCENT
Ignite
#E8501A
The flame. Used for "devs", CTAs, and key accents. Sparingly.
SECONDARY WARM
Amber
#F5A623
The glow. Inner flame, warm highlights, hover states.
FOUNDATION
Charcoal
#161618
The ground. Primary text, dark backgrounds, wordmark base.
CANVAS
Light Sand
#F8F5F0
The warmth. Page backgrounds, breathing room. Never pure white.
Charcoal — 55% Ignite — 15% Light Sand — 30%

The neutrals set the tone.
Ignite makes the point.

If everything is orange, nothing is.

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04
Typo
graphy
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Type system
Four voices, one brand
EDITORIAL DM Serif Display
The quick brown fox jumps over the lazy dog.
UI / WORDMARK Plus Jakarta Sans
calidevs builds what matters.
CODE / DATA JetBrains Mono
const ship = () => deploy(fast);
ACCENT / HUMAN Kalam
handwritten notes & annotations
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Scale
Hierarchy System
DISPLAY
DM Serif / 56px
Build fast, ship smart.
H1
DM Serif / 40px
We build what matters.
H2
Jakarta / 28px / 700
Services & capabilities
H3
Jakarta / 20px / 600
Project case study
BODY
Jakarta / 16px / 400
We partner with ambitious teams to design, build, and scale digital products that perform. From headless Shopify to custom APIs, we write code that ships.
LABEL
JetBrains / 12px / 500
SECTION LABEL
ANNOTATION
Kalam / 18px
this is the good stuff ^
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05
Tone of
Voice
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Voice
How we sound

Direct

We say what we mean. Short sentences. Active voice. No corporate jargon, no buzzword bingo. If we can say it in 5 words, we don't use 20.

Confident

We know our craft. We speak with authority, not arrogance. We've built this before, and we'll build it again — better.

Warm

We're technical but human. We joke in Slack, we explain in plain English, and we care about the people behind the projects.

Do write

"Your store loads in 1.2 seconds. Here's how we got there."

"We hit a snag with the API. Already working on a fix — ETA 2 hours."

"Let's ship this."

Don't write

"We leverage cutting-edge solutions to synergize your digital transformation journey."

"Per our previous correspondence, please find attached the deliverables."

"We are excited to announce..."

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06
Brand
Applications
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In practice
Applications
calidevs.com
SOFTWARE STUDIO
calidevs
Build fast, ship smart, sleep well.
calidevs.com/work
OUR WORK
Selected
projects
SHOPIFY SAAS AI
calidevs
Romina Concepcion
Founder & Lead Developer
romina@calidevs.com
calidevs.com
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calidevs

Build fast, ship smart, sleep well.

calidevs.com

now go build something great

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