Brand system
The Hatch brand.
Everything that makes Hatch look, sound, and feel like Hatch: the mission behind it, the logo, the colour, the type, and the assets to use it all. Built around one promise: your app, hatched in days.
Why Hatch exists.
We give small and medium businesses software that actually fits, built around how they really work, and shipped in days, not quarters.
Mission
To put custom-fit software in the hands of every small and medium business, designed around their exact workflow, live on every device, and delivered fast enough to matter.
Vision
A world where owning software built exactly for you is no longer a luxury reserved for the enterprise. Where any business can move at the speed of its own ideas.
What we stand on.
Built to fit
We design around your workflow. We never force you into someone else's template.
Ship fast
Momentum is a feature. We move in days, not quarters, and never let scope drift.
You own it
Premium work, owned outright by you. The code is yours. No lock-in, no hostage.
Clarity over complexity
Fixed scope, clear finish lines, plain language. Serious software without the theatre.
How Hatch sounds.
Bold, high-energy, and confident, but never cold. We talk like a sharp founder who ships: direct, concrete, a little swagger, zero corporate fog.
Do
- Lead with the outcome: “your app, live in days.”
- Be concrete and plain-spoken. Short sentences. Real verbs.
- Speak to the owner who feels the pain, founder to founder.
- Carry energy and confidence. We ship; say so.
Don't
- Lean on jargon, buzzwords, or “synergy / solutions” filler.
- Overpromise or hype without something concrete behind it.
- Sound like a faceless enterprise vendor.
- Bury the point in hedging or long wind-ups.
The mark.
The Hatch mark is an “H.”: a bold geometric H with a single violet-to-blue gradient dot. The dot is the signature; keep it. Use the on-dark mark on ink, the on-light mark on white.
Keep it clean.
Give the mark room to breathe. Clear space on every side at least equal to the height of the gradient dot. And a few things to never do:
Gradient on white.
A clean white canvas with charcoal text, charged by a single violet-to-blue gradient. The gradient is the accent: CTAs, the dot, emphasized words. Never a full background and never body text. Deep near-black panels are the one intentional dark moment. Tap any swatch to copy its hex.
Two typefaces.
A geometric display face for impact, a clean neutral face for everything you read.
Grab the whole kit.
Logos, marks, lockups, favicons, colour & type, every asset on this page in one download.