InTimeQ — brand guideline

Last updated: 10 April 2026

InTimeQ — Brand & Marketing Guideline

Scope: All InTimeQ-branded user-facing surfaces — web, mobile app, marketing material, app store assets, social media, print, merchandise.

1. Brand Wordmark

The brand is always written as InTimeQ in camelCase, with a deliberate two-color split between InTime and Q.

InTime is the promise we deliver — calm, dependable, on-the-clock. Q carries the legacy queueing concept — rendered heavy because the old wait is over. Every time the user sees the name, the value prop is reinforced.

Default Colors

Element	Color	Hex
`InTime` (default)	Emerald 600	`#059669`
`Q` (default)	Slate 900	`#0F172A`

The color split is sacred — it carries the brand promise. Never swap, never randomize, never gradient across the word boundary.

2. Background Variants

The default colors don’t work on every background. Use the table below to pick the correct variant for the surface:

Background	`InTime` color	`Q` color	Note
White (`#FFFFFF`)	Emerald 600 (`#059669`)	Slate 900 (`#0F172A`)	Default — most common usage
Slate 50 (`#F8FAFC`)	Emerald 600 (`#059669`)	Slate 900 (`#0F172A`)	Same as white — both still pass contrast
Emerald 50 (`#ECFDF5`) — light hero cards	Emerald 700 (`#047857`)	Slate 900 (`#0F172A`)	Darken emerald to avoid wash-out on tinted bg
Blue 600 (`#2563EB`) — vision banner / dark blue surfaces	Emerald 200 (`#A7F3D0`)	White (`#FFFFFF`)	Pale emerald on the affirmative; white anchor on the Q
Slate 900 (`#0F172A`) — dark mode	Emerald 400 (`#34D399`)	White (`#FFFFFF`)	Brighten emerald for glow on dark
Photo / busy image (variable)	White + drop shadow	White + drop shadow	Single color + shadow always wins on photos. Never improvise new color pairs.

Accessibility (WCAG AA — minimum 4.5:1 for body text)

All variants above pass WCAG AA contrast requirements:

Emerald 600 on white: 4.52:1 ✓ (borderline — use Emerald 700 if pairing with body text instead of headlines)
Slate 900 on white: 17:1 ✓
Emerald 700 on Emerald 50: 8.5:1 ✓
Emerald 200 on Blue 600: 8.6:1 ✓
Emerald 400 on Slate 900: 7.2:1 ✓

For photo backgrounds, contrast depends on the image. Always apply a 40-60% black overlay or drop shadow to guarantee legibility.

3. Single-Color Fallback (Plain Text Contexts)

Some surfaces don’t allow two-color text rendering (operating system labels, browser tabs, push notifications). In these contexts, render the wordmark as a single string in Slate 900 (#0F172A), which auto-inverts to white in dark system contexts.

The camelCase casing preserves the visual InTime + Q distinction even without color.

Context	Render as
iOS / Android home screen icon label	`InTimeQ` (system color)
Browser `<title>` tag	`InTimeQ` (browsers don’t render color in tabs)
System notification title	`InTimeQ` (system default color)
Push notification channel name	`InTimeQ` (system default color)
Photo gallery album name	`InTimeQ` (system default color)
Email signature plain text	`InTimeQ`

Never drop the camelCase in fallback contexts. Casing is the only brand cue available there.

4. Marketing Rules

These five rules apply to all marketing teams, designers, copywriters, and partners:

Rule 1 — The split is sacred

InTime is always emerald (or its background-specific variant). Q is always slate-900 (or its variant). Never swap. Never randomize. The semantic split is what makes the brand memorable.

Rule 2 — Always camelCase

The wordmark is InTimeQ. Never intimeq, Intimeq, INTIMEQ, InTimeq, In Time Q, InTime Q, In-Time-Q, InTime-Q, or In-TimeQ. The camelCase is non-negotiable across web, print, social, voice (“in-time cue”), and merchandise.

Rule 3 — Color break only at the InTime/Q boundary

Never gradient across the wordmark. Never color individual letters within InTime. The split happens once, between e and Q. That’s the only valid color transition in the wordmark.

Rule 4 — Flat colors only

No gradients, no drop shadows, no glow, no inner stroke, no 3D effects on the wordmark. Gradients date the brand and weaken the professional/utility feel. The only exception is photo backgrounds, where a black drop shadow is allowed for legibility (see Background Variants).

Rule 5 — Ink budget rules

One ink budget: Use slate-900 for the full wordmark (not emerald — slate is the safer single-ink choice for legibility).
Two inks: Use emerald-600 + slate-900 (the default pair).
Never use emerald + pure black. Slate-900 is warmer than pure black and pairs better. Pure black makes the wordmark feel harsh and dated.
Print equivalents (when available):
- Emerald-600 ≈ PMS 341 C
- Slate-900 ≈ PMS Cool Gray 11 C (or warm dark equivalent — never pure black)

Rule 6 — Tagline form

The tagline is Just in Time. No Wait. — two short declarative clauses, periods between them, no em-dash, no comma.

Single-line default (web nav, footer, business cards, email signatures, social bios): Just in Time. No Wait. Order is fixed; “Just in Time” leads to rhyme with the wordmark (InTimeQ); “No Wait” follows to disambiguate from JIT-manufacturing readings.
Stacked default (above QR codes, hero panels, posters): No Wait (smaller kicker) over Just in Time (larger headline). Stack order is fixed — never invert.
Never write Just in Time, No Wait (comma), Just-in-Time No-Wait (hyphenated), or Just in time. No wait. (lowercase). The form is fixed.

5. Logo & App Icon

The two-color treatment is a wordmark feature, not a geometric icon necessity. For abstract icon-only marks (favicons, app icons at small sizes), follow the rules below.

At 1024×1024 px (app store, marketing assets)

Full InTimeQ wordmark (style 2 — Q-glyph stacked over the wordmark, or horizontal lockup), default emerald-600 + slate-900 on white or transparent background. Maintain ample clear space (equal to the height of the letter Q on all sides — Q is the brand glyph and gives a generous, unambiguous margin).

Either:

Stacked wordmark layout: InTime on top in emerald-600, Q below in slate-900, centered in a white or emerald-50 rounded square.
Single-glyph mark (preferred): The standalone Q-glyph (style 1) — slate-900 ring with emerald-600 chevron — on white. This is the most recognisable form at this size.

At 32×32 px (favicon, system tray)

Single Q-glyph (style 1) — slate-900 ring + emerald-600 chevron — on white. The full wordmark is illegible at this size. Test the favicon on browser tabs to confirm clarity.

Icon design principles

The two-color wordmark split (emerald InTime + slate Q) applies to text renders only.
The standalone Q-glyph (style 1) is its own master and always uses slate-900 ring + emerald-600 chevron, regardless of the wordmark context. Icon and wordmark are intentionally not color-locked — the same separation Apple, Slack, and Stripe use between their icon mark and their wordmark.
Reserve the wordmark color split for InTimeQ text only. Never repaint the Q-glyph to match the wordmark Q’s slate (that would lose the chevron’s emerald “go” energy).
Never embed the wordmark or the Q-glyph inside a complex container shape — both must stand alone.

6. Voice & Pronunciation

Spelled: InTimeQ (camelCase)
Pronounced: “in-time cue” — three syllables, last rhymes with “tofu”. Treat the trailing Q as the letter-name “cue”.
Domain: intimeq.com (lowercase)
Email: *@intimeq.com (lowercase)

When writing the brand in plain text contexts that don’t support styling (terminal, plain emails, code comments), still use InTimeQ — the casing is the brand.

When referring to the website in marketing copy, use the full domain: “Visit intimeq.com”. The lowercase domain is fine because the surrounding context establishes the brand identity.

7. Where to Use vs Not Use the Wordmark

Use the two-color wordmark

App headers and navigation logos
Login screens
Hero sections (Vision banners, marketing pages)
Footer copyright lines
Email headers (HTML emails)
Social media profile names where rendering allows
Marketing landing pages
Pitch decks (cover slide, key slides)
Business cards, letterhead, signage
Press releases (HTML format)

Use the plain `InTimeQ` (single color)

App icon labels (iOS / Android home screen)
Browser tab titles
Push notification titles
System notification channels
Plain text emails
Code comments and technical docs (lowercase intimeq is also acceptable in code)

8. Downloadable Assets

Pre-approved for editorial, press, and partner use.

I need…	Use file
Horizontal InTimeQ wordmark, light background	`/brand-assets/style2-q-intimeq-light-2048.png`
Horizontal InTimeQ wordmark, dark background	`/brand-assets/style2-q-intimeq-dark-2048.png`
Q-mark icon (for small spaces, avatars)	`/brand-assets/style1-q-mark-light-1024.png`
Social-share card (Twitter, LinkedIn, WhatsApp)	`/og/default.png`

If you need a size or variant not listed, write to us at the address in the footer of the press page.