Last updated:
November 2026

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

Who we are

Position

Logo

Identity

Colour

Palette

Typography

Voice

Photography

Image

Illustrations

Image

Motion

Image

Product

Applied

Brand in use

Applied

Resources

Files

Who we are

HeyMax in a few words

Who we are

HeyMax in a 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 system — each version 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

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 white or light, airy brand gradients, 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.

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.

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.

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

Colour palette

Colour

Colour 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 · 0 · 47
Pantone 274C

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

Secondary

HEX #F3EAFF
RGB 243 · 234 · 255
CMYK 21 · 27 · 0 · 0
Pantone 263C

Secondary
HEX #F3EAFF
RGB 243 · 234 · 255
CMYK 21 · 27 · 0 · 0
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 · 0 · 0
Pantone 238C

Accent #01
HEX #D812A6
RGB 216 · 18 · 166
CMYK 18 · 93 · 0 · 0
Pantone 238C

Accent #02

HEX #00E3FD
RGB 0 · 227 · 253
CMYK 56 · 0 · 7 · 0
Pantone 637U

Accent #02
HEX #00E3FD
RGB 0 · 227 · 253
CMYK 56 · 0 · 7 · 0
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 soft backgrounds for posters, social stories and campaigns.

Background generator

Link to generator

Pattern 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

PRIMARY TYPE / Plus Jakarta Sans

Plus Jakarta Sans

Google font

Google font download link

Google Font

Hey Jakarta!
Hey You!
HeyMax!

Hey Jakarta!

Hey You!

HeyMax!

Font Guideline

Figma guideline and tokens

Link to Figma

Photography

Photos show real people in real travel moments. Use warm, natural light and honest, simple scenes.

Photography

Photos show real people in real travel moments. Use warm, natural light and honest, simple scenes.

Photo Bank

Curated stock photography

Link to Air

Illustration

Illustrations use simple black line art with a friendly, hand-drawn feel. Keep them clean, with plenty of space.

Illustration

Illustrations use simple black line art with a friendly, hand-drawn feel. Keep them clean, with plenty of space.

Black ink line drawing with a touch of colour branding.

Illustration Bank

Curated illustrations

Link to Air

Motion

Motion should feel smooth, calm and clear. Use it to guide the eye, not to decorate. Start from the approved motion files.

Motion

Motion should feel smooth, calm and clear. Use it to guide the eye, not to decorate. Start from the approved motion files.

Motion Bank

End frames and animations

Google Drive

Logo animation

Logos with backgrounds and alpha channels

Google Drive

Product

In the HeyMax app, the brand should feel simple and clear. Use the Inflight design system for colours, type, buttons and spacing.

Product

In the HeyMax app, the brand should feel simple and clear. Use the Inflight design system for colours, type, buttons and spacing.

Figma file

Figma library of screens and products

Link to Figma

Image exports

Curated product shots

Google Drive

Brand in Use

Applications should look clear and practical: in-app screens, social posts, posters, event signage, partner banners and print.

Brand in Use

Applications should look clear and practical: in-app screens, social posts, posters, event signage, partner banners and print.

Brand partnership logo placement

Printed ad, warm visuals, clear headline

Product shots

Social media banner

Social media banner

Figma templates

Curated working files

Figma working files

Resources

Logo package

png-svg / RGB-CMYK

Google Drive

Motion logo

mov, gradient, alpha, vertical, horizontal

Google Drive

Motion Product CTA

mov, gradient, alpha, vertical, horizontal

Google Drive

Banners working files

Figma files

Link to Figma

Images

Image bank

Link to Air

Motion

Motion assets

Google Drive

Contents

Contents

Who we are

Logo

Colour

Typography

Photography

Illustrations

Motion

Product

Brand in use

Resources

Who we are

Who we are

Logo

Logo

Colour

Colour

Typography

Typography

Photography

Photography

Illustration

Illustration

Motion

Motion

Product

Product

Brand in Use

Brand in Use

Resources