Last updated:
August 2026

Use this index to move through the assets, rules, and production notes that keep HeyMax consistent across any touchpoints.

Who we are

Position

Logo

Identity

Colour

Palette

Typography

Voice

Photography

Image

Illustrations

Image

Motion

Image

Product

Applied

Brand in use

Files

Resources

Files

Who we are

HeyMax in few words

Who we are

HeyMax in few words

Company Overview

HeyMax is a leading loyalty and travel rewards platform that turns everyday spending into meaningful travel, headquartered in Singapore. HeyMax is on a mission to bring more joy and empathy to the world through travel, with a vision of helping people travel sooner, better, and smarter.

Users earn Max Miles from over 800 top merchants globally and redeem them directly for over 20 flights, hotels, and rewards programs, or use them for gift cards. Max Miles never expire, come with no fees, and offer unmatched flexibility for modern travelers.

HeyMax is backed by leading investors, including Peak XV Partners, January Capital, Betatron, and Tenity.

Logo

One logo, four forms — each with a job. The gradient wordmark leads; everything else steps in only when the situation calls for it. If you're ever unsure which one to use, use the gradient. This page tells you when to reach for the others.

Logo

Our hero mark. Use it first, use it most.

The gradient wordmark is the face of HeyMax — it carries the brand wherever the brand should shine. Websites, campaigns, decks, social, partnerships: this is your default. Use the dark version on light backgrounds and the light version on brand purple, and always give it room to breathe.

Use for: websites · marketing & ads · presentations · social · anywhere public-facing

M alone

Restricted — merch and in-app motion only.

Body: The M on its own is a brand accent, not a logo. It works where HeyMax is already established: on merch you're wearing, or in motion inside the app — loading states, transitions, moments of delight. Everywhere else it needs the full name to do its job, so never use it in marketing, documents, or anywhere it would stand in for the wordmark.

Use for: merch (tees, caps, stickers, totes) · in-app animation
Never: marketing · as a wordmark replacement

Monogram

Restricted — our most compact mark, for the tightest spaces.

Body: The M in the pill is HeyMax at its smallest. Reach for it when the wordmark physically won't fit or shouldn't dominate: name cards, small merch details like pins and embroidery, and watermarks on photos, documents, and video. It never replaces the main logo, and it isn't the app icon — that has its own artwork.

Use for: name cards & small print · merch details · watermarks
Never: as the main logo · as the app icon

Favicon and App Icons

Product only. Never in marketing.

Body: The favicon (the Bracket M) and the app-icon tiles are built for one context: product surfaces. Browser tabs, app stores, home screens, push notifications. They're engineered for tiny sizes and never appear in marketing materials, decks, or print.

Small sizes only — these are product assets, never marketing assets.

Flat

White

Gradients get muddy when they're small, and they don't survive one-colour printing. That's what the flat logo is for: small sizes, limited-colour reproduction (embroidery, engraving, single-colour print), and busy backgrounds where a solid mark reads clearer. It's a fallback, not a preference — if the gradient works, use the gradient.

Use for: small sizes · one-colour print · embroidery & engraving · busy backgrounds

M alone

Restricted — merch and in-app motion only.

Use for: merch (tees, caps, stickers, totes) · in-app animation
Never: marketing · as a wordmark replacement

Monogram

Restricted — our most compact mark, for the tightest spaces.

Use for: name cards & small print · merch details · watermarks
Never: as the main logo · as the app icon

Favicon and App Icons

Product only. Never in marketing.

Small sizes only — these are product assets, never marketing assets.

Flat

White

Use for: small sizes · one-colour print · embroidery & engraving · busy backgrounds

Logo and tagline

"Travel Sooner, Better, Smarter" pairs with the wordmark in fixed arrangements — stacked or side-by-side. Use the lockup where the brand is introducing itself: covers, hero banners, splash moments. Never rearrange the pieces or set the tagline in your own type.

RULES

Logo package

Figma files and detailed guidelines

Figma Logo Guideline

Logo Picker

Logo / Icons repo

Link to logo picker

Logo package

png-svg / RGB-CMYK

Download ZIP

Colour

Colours palette

Colour

Colours palette

5.1

Brand colours

Purple is the heart of HeyMax confident, premium, and distinct.
Dark and White carry structure, contrast, and legibility. A tight, disciplined palette keeps the brand instantly recognisable everywhere it appears.

Primary

HEX #21005E
RGB 33 · 0 · 94
CMYK 98 · 97 · 00 · 47
Pantone 274C

Primary
HEX #21005E
RGB 33 · 0 · 94
CMYK 98 · 97 · 00 · 47
Pantone 274C

Secondary

HEX #F3EAFF
RGB 243 · 234 · 255
CMYK 21 · 27 · 00 · 00
Pantone 263C

Secondary
HEX #F3EAFF
RGB 243 · 234 · 255
CMYK 21 · 27 · 00 · 00
Pantone 263C

Tertiary

HEX #4000B8
RGB 64, 0, 184
CMYK 65, 100, 0, 28

Tertiary
HEX #4000B8
RGB 64, 0, 184
CMYK 65, 100, 0, 28

Accent #01

HEX #D812A6
RGB 216· 18 · 166
CMYK 18 · 93 · 00 · 00
Pantone 238C

Accent #01
HEX #D812A6
RGB 216· 18 · 166
CMYK 18 · 93 · 00 · 00
Pantone 238C

Accent #02

HEX #00E3FD
RGB 0 · 227 · 253
CMYK 56 · 00 · 07 · 00
Pantone 637U

Accent #02
HEX #00E3FD
RGB 0 · 227 · 253
CMYK 56 · 00 · 07 · 00
Pantone 637U

Dark

HEX #1A1A1A
RGB 26, 26, 26
CMYK 0, 0, 0, 90

Dark
HEX #1A1A1A
RGB 26, 26, 26
CMYK 0, 0, 0, 90

White

HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0

White
HEX #FFFFFF
RGB 255, 255, 255
CMYK 0, 0, 0, 0

5.2

Gradients in use

Gradients are campaign atmospheres for posters, social stories, menu specials, and seasonal drinks. Keep the logo white and allow generous negative space.

Sunrise gradient artwork used for Drip café campaign applications.

Espresso tonic gradient artwork used for Drip café campaign applications.

Background generator

Link to generator

Background generator

Background pattern generator

Link to generator

Use Brand Purple for type and buttons. It's our voice, not our wallpaper.
Use gradient backgrounds — soft, light, built from the brand families.
Follow the product. The app sets the standard for every surface.
Let content sit on light, airy gradients. Purple does the talking on top.

Don't

Don't flood backgrounds with solid Brand Purple.
Don't use solid colour fills as backgrounds — gradients only.
Don't invert the system: purple background, white type is not our look.
Don't create gradients outside the approved set.

Colour Guidelines

Figma files and detailed guidelines

Figma Colour Guidelines

Typography

Typography balances café friendliness with a clean manual system. Display type creates appetite; mono notes keep production information exact.

Typography

Typography balances café friendliness with a clean manual system. Display type creates appetite; mono notes keep production information exact.

PRIMARY TYPE / Plus Jakarta

Plus Jakarta

Google font

Google font download link

Google Font

RULES

Use display type for drink names, posters, and menu moments that should feel warm and appetising.

Do not mix in extra decorative fonts; the logo already carries the handmade character.

Typography should make menus easy to scan, prices easy to compare, and the Drip voice recognisable at counter distance.

Hey Jakarta!
Hey You!
HeyMax!

Hero

Font Guideline

Figma guideline and tokens

Link to Figma

Photography

HeyMax photography captures the honest beauty of travel, real people in real moments, in warm, natural light. Images feel lived-in, not staged: editorial composition, rich but never oversaturated colour, and a human scale that says the world is yours to explore. No sterile stock, heavy filters, or unrelatable hero shots. Premium isn't distant, it's effortlessly real.

Photography

Photo Bank

Currated photo stocks to use

Link to Air

Illustration

Born inside the product, the illustrations have since moved into marketing and communication. Simple, elegant, refreshing — hand-drawn lines that keep a human touch. Contemporary, unfussy, and easy to see yourself in.

Illustration

Square Drip café application image for packaging or print context.

Black ink line drawing with a touch of colour branding.

Drip café application image showing print, product, or environmental usage.

Illustration Bank

Currated illustrations stocks to use

Link to Gdrive

Motion

Motion is how the brand says "sooner". It draws on gestures people already know: scrolling, swiping, tapping to pay and on the movement of departure: acceleration down a runway, a card tapped at the gate, a board flipping to now boarding. Movement always travels forward, and it always arrives quickly.