Brand Guidelines

1. Purpose of these guidelines

These guidelines explain how Indo Mail looks, sounds and is named, so that everything we publish feels like it comes from the same careful team. They apply to the website at indoemail.in, the web, Android and iPhone apps, help articles, emails we send to users, marketing material, press coverage and any partner material that mentions Indo Mail.

Indo Mail is an email service of INDO CHATS PRIVATE LIMITED, a DPIIT-recognised start-up with its registered office in Howrah, West Bengal, and its business headquarters in Kolkata. Indo Mail is a separate app of the company and is not part of the Indo Chats super-app. When in doubt about anything in this document, write to contact@indoemail.in before you publish.

2. Brand promise

Our product line says it in five words: AI-Native Mail. Zero Data Sharing. Every brand decision should support that promise.

Zero Data Sharing means we never sell data, we use no third-party trackers or software development kits, we never read mail to target ads, we never train AI on user mail, and the data of Indian accounts is stored in India (Amazon Web Services, Mumbai region). AI-Native describes where the product is going: Indo AI writing help and summaries are planned and not live yet, so we describe them as planned until they launch.

• For people: a free @indoemail.in address with 50 GB of storage shared across Mail, Drive and Photos.
• For businesses: email on the company's own domain, an admin console and the company's own DKIM signing key.
• For India first: built and run from Kolkata and Howrah, priced in rupees, with data of Indian accounts kept in India.

The website line By Indo Chats · India Ka App. Duniya Ka App. connects Indo Mail to its parent company and to our ambition: made in India, useful to the world.

3. Brand personality

If Indo Mail were a person, it would be the dependable colleague who answers clearly, keeps your secrets and never shows off.

4. Voice and tone

Our voice stays the same everywhere. Our tone changes with the moment: calm and precise when something has gone wrong, friendly and light when someone signs up, firm and clear when we explain a rule.

• Use Indian-English spelling: organisation, colour, licence (noun), centre, programme, cheque.
• Write numbers the Indian way for money: ₹1,499 and ₹5,000. Put INR first and show that prices exclude 18% GST where relevant.
• Use the active voice: "We block remote images until you allow them", not "Remote images are blocked".
• Address the reader as "you" and the company as "we". Avoid "the user" in public text.
• Keep sentences under about 20 words. Keep paragraphs to three or four sentences.
• Explain technical terms the first time, for example "DKIM, a digital signature that proves a message really came from your domain".
• Never overstate. If a feature is not live, say "planned". If a figure is an estimate, say so.
• Hindi and Hinglish phrases are welcome in campaign lines such as "India Ka App. Duniya Ka App." but help and legal text stays in plain English until translated versions are published.

5. Naming rules

The product name is Indo Mail: two words, capital I and capital M, with a space. Never write "IndoMail", "Indomail", "INDO MAIL" in running text, "Indo-Mail" or "Indo email" in anything a user can see. The web address is written indoemail.in in lower case. The form "IndoMail" may appear only in code, file names and internal identifiers where spaces are not allowed.

New product names follow the same pattern: "Indo" followed by one plain English word, both capitalised, separated by a space. Do not create new names without written approval from the brand team.

6. Colour

Indo Blue is the hero of the palette. Use it for the primary action on a screen, links and the "Mail" part of the wordmark. AI Violet is reserved only for features powered by Indo AI so that users can always tell when AI is involved. Saffron is an accent for highlights and celebrations, never for body text.

Keep colour proportions roughly 60% surface, 30% text and neutrals, and 10% Indo Blue. Saffron and Teal together should not exceed 5% of any layout.

7. Typography

Our typeface is Noto Sans, released under the SIL Open Font License. We serve it from indoemail.in itself, so no font request ever goes to a third party. It covers Latin and, through the wider Noto family, Indian scripts, which keeps future Hindi, Bengali and other interfaces consistent.

• Headings: Noto Sans SemiBold or Bold, sentence case ("Create your account", not "Create Your Account").
• Body text: Noto Sans Regular, 14 px in the app and 16 px on the website, with line height around 1.5 to 1.6.
• Buttons: Noto Sans SemiBold, sentence case, no full stops.
• Fallbacks when Noto Sans cannot load: Segoe UI, Roboto, Arial, then the system sans-serif.
• Avoid all-capital text except short labels of three words or fewer.
• Do not use italics for emphasis in the interface; use bold sparingly instead.

8. Iconography

Interface icons are simple outlined shapes on a 24 px grid with rounded ends, drawn in Muted text colour and switching to Indo Blue when active. Each icon must have a text label or an accessible name, because an icon alone is never enough to explain an action.

• Use the same icon for the same action everywhere: one archive icon, one spam icon, one trash icon.
• Do not mix filled and outlined styles in the same toolbar.
• Use AI Violet only for icons that start an Indo AI feature, once those features are live.
• The Indo Mail app icon is the only icon that represents the brand; do not invent alternative brand marks.

9. Imagery

Photographs and illustrations should show real Indian life and work: shop owners, students, families, small teams and professionals in offices and at home, across regions, ages, genders and abilities. People should look like they are getting something done, not posing.

• Use natural light and honest settings; avoid heavy filters and stock clichés such as glowing padlocks or hooded hackers.
• Screenshots must come from the real product and contain only made-up sample data (see Marketing Resources).
• Never show a real person's inbox, address or files without written permission.
• Illustrations use the brand palette with Indo Blue as the dominant colour and Saffron as a small accent.

10. Accessibility and contrast

Every colour pairing used for text must meet WCAG 2.2 level AA: at least 4.5:1 for normal text and 3:1 for large text (18.66 px bold or 24 px regular and above) and for icons and interface boundaries.

Never use colour as the only way to show meaning. Pair it with text, an icon or a pattern. See the Accessibility statement for the product's wider commitments.

11. Do and don't

12. Co-branding rules

Partners, resellers, universities, events and the press sometimes want to show Indo Mail next to their own brand. Co-branding protects both names when it follows these rules.

• Get written approval from contact@indoemail.in before publishing any co-branded material.
• Place the Indo Mail logo and the partner logo side by side at equal visual weight, separated by clear space or a thin vertical rule in Muted text colour.
• Do not merge, overlap, animate or recolour the two logos into a single mark.
• Do not imply that a partner owns, runs, certifies or guarantees Indo Mail, or that Indo Mail endorses a partner's product, unless a signed agreement says so.
• The phrase "By Indo Chats" may be used only to show that INDO CHATS PRIVATE LIMITED makes Indo Mail. No other company may be presented as an owner, operator or brand of Indo Mail.
• Political parties, candidates and campaigns may not use the Indo Mail brand in any material.
• Co-branded pages must link to indoemail.in and must not collect Indo Mail passwords.

13. Contact

Questions about the brand, requests for approval and reports of brand misuse go to contact@indoemail.in. Press enquiries can use the same address with the subject "Press". For logo files and permissions, see the Logo Usage page.