AGROVESTA · BRAND IDENTITY SYSTEM

Where
Agriculture
Meets Capital.

This guide defines the visual language, voice, and principles that make AgroVesta unmistakably itself — from a billboard in Mbarara to an investor pitch in London.

Document Contents
00CoverFoundation
01Brand StoryFoundation
02Logo SystemFoundation
03Color SystemFoundation
04TypographyExpression
05IconographyExpression
06ImageryExpression
07Voice & ToneExpression
08MotionExpression
09UI ComponentsApplication
10Brand ApplicationsApplication
11Digital SystemApplication
Primary Brand
Agrovesta
Version
1.0 · 2026
Primary Color
#1B6B2F
Territory
Uganda → East Africa
01
Brand Story

More than a platform.
A declaration.

AgroVesta exists because 3.9 million Ugandan farming households grow food for millions but cannot access the capital to do it well. We are the bridge.

🌱
Mission
Connect capital to cultivation.

We connect verified smallholder farmers with investors through a cashless, transparent, trust-verified marketplace — turning every harvest into a step toward financial freedom.

🌍
Vision
Every farmer. Bankable.

A Sub-Saharan Africa where any farmer with land, ability, and community standing can access formal capital — because their track record speaks for them.

⚡
Purpose
Do the dirty work banks won't.

Build identity records, verify farms, mobilise communities, build credit histories. Then hand the farmer to the bank with three years of proof.

Brand Values
01
🔐
Trust Before Capital
We verify before we promise. Every farmer on AgroVesta has a real name, real land, real community. Trust is the product, not a feature.
02
👁
Transparency Always
Investors see the real farm. Every shilling is traceable. No information asymmetry. No hidden costs. No fine print.
03
🌾
Dignity for the Farmer
We speak to farmers as entrepreneurs, not recipients. The platform is designed for them first — not around them.
04
📐
Precision Builds Scale
A 1.2% default rate is not luck. It is the result of rigorous verification, AI monitoring, and seconder accountability.
05
🌍
Africa Leads
AgroVesta is built in Uganda, for Uganda first. The model scales because it solves a real, documented problem.
Brand Personality

AgroVesta lives at the intersection of several energies. Not one extreme, but a deliberate tension between each pair.

RootedGlobal
PreciseHuman
RigorousWarm
TraditionalTech
BoldTrustworthy
Brand Essence
"We are the most trusted bridge between Uganda's soil and the world's capital."

This single sentence guides every design decision, every headline, every pixel. If it doesn't reinforce trust, capital, or soil — it doesn't belong in the AgroVesta brand.

Three-word Brand Character
Trusted Precise Rooted
03
Color System

Drawn from the land.

Every colour in the AgroVesta palette has a name from the Ugandan agricultural landscape. The greens of the Bwindi canopy. The amber of the harvest. The deep soil at dawn.

#1B6B2F
Grove Green — Primary Brand
RGB 27, 107, 47 · HSL 137°, 60%, 26% · CMYK 75, 0, 56, 58
Primary CTA buttons · Nav active states · Brand backgrounds
Usage
65% dominant
Gradient System
Field Gradient
135° · #0D4A1E → #2D9B4A

Primary brand gradient. Used for hero fields, large background panels, farm imagery overlays.

Harvest Gradient
135° · #78350F → #F59E0B

Investor and premium actions. Bankability celebrations, achievement states, ROI highlights.

Bankable Gradient
135° · Green → Amber

Reserved for the Bankable achievement milestone, elite farmer badges, and the hero cover of this guide.

Overlay — Dark
0° transparent → #03070E

Applied to farm photography to ensure text readability. Always from bottom.

Brand Stripe
90° · Grove → Harvest → Moss

Used as the bottom accent stripe on key surfaces: hero sections, certificate footers, letterhead headers.

Field Glow
Radial · 40% 40% · rgba(45,155,74,.5)

Ambient glow used behind hero screens, product shots, and achievement moments.

Accessibility — Contrast Ratios
Agrovesta
White on Grove Green
7.4:1
Contrast ratio
AAA Pass
Agrovesta
Primary text on dark
19.2:1
Contrast ratio
AAA Pass
+20%
Harvest Amber on dark
5.1:1
Contrast ratio
AA Pass
Agrovesta
Dark green on light
8.9:1
Contrast ratio
AAA Pass
04
Typography

Three voices. One story.

Each typeface serves a distinct function. Used correctly, they create a visual hierarchy that guides the reader from headline to detail to data — without confusion.

DM Serif Display
Google Fonts · Free
Regular · Italic
Use: Headlines only
DM SERIF DISPLAY — Editorial Heritage
Where Agriculture Meets Capital.
An italic speaks with warmth and confidence.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9 · ! ? , . : ; ' " @ & %
DISPLAY HERO — 108px / line-height 1.0
H1 — 72px / 1.05
H2 — 52px / 1.1
H3 — 36px / 1.2
H4 — 26px / 1.3
Quote — 22px italic / 1.4
Syne
Google Fonts · Free
400 · 500 · 600 · 700 · 800
Use: UI, labels, buttons
SYNE — Interface Voice
Invest in Uganda's next harvest.
Get Funded · Earn Returns · Build Credit
BANKABILITY SCORE · VERIFIED FARMER · LIVE CAMPAIGN
Platform labels · Navigation items · Button text · Section headers
SYSTEM LABELS · METADATA · EYEBROW TEXT · CAPS ONLY
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
DM Sans
Google Fonts · Free
300 · 400 · 500 · 600
Use: Body copy only
DM SANS — Reading Body

AgroVesta connects Uganda's smallholder farmers with investors through a cashless, GPS-verified marketplace. Every farm is real. Every identity is confirmed. Every investment is tracked.

Once a campaign is fully funded, the farmer is shown a list of verified regional suppliers. The funds go directly from escrow to the supplier — the farmer never holds cash. This eliminates the loan diversion that causes 38% of agricultural loans to miss the farm entirely.

Caption / small copy · Tooltips · Form help text · Footnotes · Metadata descriptions

JetBrains Mono
Google Fonts · Free
400 · 500 · 700
Use: Numbers ONLY
JETBRAINS MONO — All Financial Data
+20%
UGX 847M
52/100
3/5

Every financial figure, score, ratio, percentage, timestamp, and data point must use JetBrains Mono. This creates instant visual differentiation between data and language.

Type Scale Reference
Token Size Font Weight Usage Sample
display-hero108pxDM Serif DisplayRegularHero headlines onlyWhere Capital Meets Land
display-xl72pxDM Serif DisplayRegularSection H1sEvery Farmer Bankable
display-lg52pxDM Serif DisplayRegularPage headingsInvest. Watch. Earn.
display-md36pxDM Serif DisplayRegularCard titles, H3Harvest Season 2026
display-sm26pxDM Serif DisplayRegularQuotes, calloutsTrust before capital.
ui-xl18pxSyne700Primary UI headingMy Portfolio
ui-lg15pxSyne600Nav items, labelsDiscover Campaigns
ui-sm11pxSyne700Section labelsBANKABILITY SCORE
ui-xs10pxSyne700Metadata, capsVERIFIED · NIRA
body-lg18pxDM Sans300Lead copyCapital for the field.
body-md15pxDM Sans400Body paragraphsFunds go to suppliers.
body-sm13pxDM Sans400Captions, helpUpdated 2h ago · GPS
mono-lg22pxJetBrains Mono700Big numbers+20% / UGX 950K
mono-md15pxJetBrains Mono500Inline numbers52/100 · Apr 5
mono-sm11pxJetBrains Mono400Small data#AV-2026-00847
05
Iconography

Precise. Agricultural. Functional.

Icons are drawn at 24×24 on a 2px stroke system. They should feel handcrafted, not generic. When an agricultural metaphor exists, use it.

Icon Style Principles
2px Stroke
Consistent weight across all sizes
Rounded Corners
r=2px on exterior corners
Friendly Angles
No sharp 45° acute angles
Agricultural Bias
Prefer natural metaphors
24×24 Base
Scale at 16, 20, 24, 32, 48
Open Not Filled
Solid fills for active states only
Core Icon Set
DO
🌱
Use icons with text labels
Icons reinforce meaning. They do not replace text in UI.
⭐
Use colour to indicate state
Green = active, Amber = attention, Red = alert.
📊
Keep consistent sizing within context
All icons in a nav must be the same size.
DON'T
✕ Mix icon libraries
Lucide is the standard. Do not mix Heroicons or Material.
✕ Use icons alone for critical actions
Delete, invest, and repay always need text confirmation.
✕ Scale below 16px
Below 16px, use a dot or abbreviated label instead.
✕ Apply gradient fills to icons
Single colour only. Gradient on icons looks cheap.
06
Imagery Direction

Real farms. Real faces. Real harvests.

AgroVesta photography is documentary, not stock. Every image should look like it was taken by someone who was actually there, not hired to be.

−0.6167°, 30.6583°
Farm Aerial / Satellite
Farm Aerial / Satellite
Top-down views of crop rows. The repeating field-line pattern is a core visual signature of the brand. GPS coordinates overlaid.
Row patterns visible
Natural lighting only
No staged arrangements
Coordinates when possible
1.2921°S 36.8219°E
The Farmer Portrait
The Farmer Portrait
Environmental portraits. Farmer with their crop, their tools, their land. Natural expressions. No formal poses, no studio.
Shot on-location
Natural ambient light
Warm morning/afternoon
35mm or 50mm equivalent
0.3476°N 32.5825°E
Urban Investor
Urban Investor
Clean, confident portraits in professional settings. The contrast with the farmer's world is a visual story in itself.
Well-lit offices or outdoors
Minimal background clutter
Warm or neutral tones
Authentic expressions
Photo Treatment Rules
DO
Contextual gradient overlay ✓
Dark-to-transparent overlay for text on photos
Always apply a bottom-up dark gradient before placing text over any photograph.
DON'T
Over-saturated ✕
Never over-process or over-saturate
Heavy Instagram filters, over-saturation, heavy vignettes, and HDR effects are off-brand.
AI & Data Visualisation Imagery

For the technology side of the brand, the visual language shifts to the satellite field aesthetic: overhead grid lines, glowing GPS dots, animated rain drops, and the Harvest Clock ring. These are brand-owned data visualisations, not stock tech imagery.

Field Row Pattern ✓
GPS Dot Clusters ✓
Harvest Clock SVG ✓
Satellite Rain Dots ✓
Generic Tech Renders ✕
Robot Hands / AI Clichés ✕
07
Voice & Tone

We write like we mean it.

AgroVesta's writing is direct without being cold, warm without being soft, and confident without being arrogant. We sound like a trusted friend who also happens to understand agricultural finance.

Precise
Never vague.
“Your pineapple campaign raised UGX 950,000 from 4 investors on April 3.”
Your campaign did really well and got fully funded!
Direct
No wasted words.
“Invest via MTN MoMo →”
Click here to proceed to the investment flow and enter your details.
Grounded
Agricultural metaphors.
“James's harvest clock is at Stage 3 of 5. Fruiting season is ahead.”
The user's progress indicator shows 60% completion in the current task cycle.
Empowering
Farmers are entrepreneurs.
“You are now Bankable. A credit line of UGX 25M is available to you.”
Congratulations! You may now be eligible to apply for loans from our banking partners.
Microcopy System
Button — Primary action
✓ USE
Invest via MTN MoMo →
✕ NOT
Submit
Button — Campaign creation
✓ USE
Post Campaign for Review
✕ NOT
Continue
Empty state — No campaigns
✓ USE
Your first harvest starts here. Tell us what your farm needs.
✕ NOT
No campaigns found. Please create one.
Error — NIN mismatch
✓ USE
Your NIN doesn't match our NIRA record. Check for typos or upload a photo of your NIN card.
✕ NOT
Error 422: Validation failed.
Success — Bankable achieved
✓ USE
You are Bankable. Your work just opened a bank credit line of UGX 25,000,000.
✕ NOT
Congratulations! Your bankability score has reached 80/100.
Warning — Repayment due
✓ USE
Your pineapple repayment of UGX 1,140,000 is due in 7 days. Choose how you'll repay →
✕ NOT
Payment due in 7 days. Please ensure your account has sufficient funds.
Loading state
✓ USE
Reading your farm...
✕ NOT
Loading. Please wait.
Notification — New investment
✓ USE
Marcus R. invested UGX 350,000 in your maize campaign. You're 63% funded.
✕ NOT
A new investment has been made on your campaign.
Tone by Context
Farmer onboarding
Warm + Empowering
This is someone trusting us with their livelihood. We are patient, thorough, and human. We do not rush them.
“Welcome, James. Let's get your farm on AgroVesta. It takes 4 minutes and starts your journey to Bankable status.”
Investor decision moment
Confident + Precise
This person is making a financial decision. Give them facts, not enthusiasm. Trust is built on data, not adjectives.
“James's farm: verified GPS · NIRA confirmed · 3 seconders · AI risk score 24 · Stage 3/5 · +20% return.”
Error or failure
Clear + Helpful
Never blame the user. Explain what happened, what it means, and exactly what to do next. Always one clear action.
“Your payment didn't go through. MTN returned: insufficient balance. Top up your MoMo and try again →”
08
Motion & Animation

Motion with purpose. Never motion for motion's sake.

Every animation on AgroVesta communicates meaning. Growing bars communicate growth. Counting numbers communicate achievement. Pulse dots communicate life. Scan lines communicate analysis.

Easing System
Entrance Spring
cubic-bezier(.16,1,.3,1)
DURATION
600–900ms
USED FOR
Cards entering · Modals · Page sections
UI Micro
cubic-bezier(.4,0,.2,1)
DURATION
150–250ms
USED FOR
Button hover · Focus states · Checkbox
Data Reveal
cubic-bezier(.16,1,.3,1)
DURATION
1200–1800ms
USED FOR
Chart fills · Counter animations
Exit Fade
cubic-bezier(.4,0,1,1)
DURATION
200–300ms
USED FOR
Modals closing · Toast dismiss
Ticker Scroll
linear
DURATION
20–25s infinite
USED FOR
News ticker · Market prices
Breathe Pulse
ease-in-out
DURATION
2.5–3.5s infinite
USED FOR
Live dots · Glow effects
Live Motion Examples
Counter Reveal
0
Tap to replay
Bar Grow
Deployed73%
Returned48%
Farmers87%
Tap to replay
Live States
Campaign Active
Awaiting Repayment
Weather Alert
Campaign Closed
The Golden Rule of AgroVesta Motion
"If you remove the animation and the interface still makes sense, the animation was decoration. If removing it makes the interface confusing, it is motion with purpose."
Motion must do one of these things: confirm an action, reveal information, guide attention, or communicate state change. Never decorate.
09
UI Components

Every element, defined.

A component is a promise. When a farmer sees a green button, they know it is safe. When they see amber, they know it requires their attention.

Button System
LOW RISK · 24
HARVEST AMBER
NIRA VERIFIED
Primary
Action
Premium /
Investor
Secondary /
Ghost
Info /
Market
Danger /
Alert
Tertiary /
Text-link
Form Elements
Full Name
James Kyomuhendo
Campaign Amount (UGX)
950,000
National ID (NIN)
CM12345678XXXX
NIN not found in NIRA database. Check for typos →
Phone Number
+256 772 123 456
District
Mbarara District
Settings
Agreement
I agree to AgroVesta's Terms of Service and Privacy Policy. I confirm I am the owner of the farm listed above.
HarvestGlass Card
Pineapple · Season 2
LOW · 24
Funded · Inputs delivered
+20%
3/5
Oct 2026
Mbarara
100% funded · 3 investors
Maize · Jinja
LOW · 31
Updated 2h ago
+18%
45% funded
UGX 522K left
Invest Now →
BANKABILITY SCORE
SPROUT · Level 2
52
0
Bankable at 80
100
10
Brand Applications

How the brand lives in the world.

From a business card pressed into an investor's hand in Kampala to a banner at the Mbarara Cooperative congress — consistency builds trust.

Business Cards
Agrovesta
James Kyomuhendo
FOUNDER & CHIEF EXECUTIVE
+256 783 452 903
james@agrovesta.ug
agrovesta.ug
Business Card — Front
Where Agriculture
Meets Capital.
KAMPALA, UGANDA · EST. 2026
QR
Business Card — Back
Official Letterhead
Agrovesta
grow@agrovesta.ug
+256 783 452 903
agrovesta.ug
Kampala, April 5, 2026
Dear [Name],
Kanjokya House, Kampala, Uganda
agrovesta.ug
Digital + Outdoor Applications
Agrovesta
@agrovesta_ug
800
Bankable Farmers
Milestone achieved · April 2026
April 2026
agrovesta.ug/invest
Instagram Post · 1080×1080
Agrovesta
agrovesta.ug · *123#
Your farm can fund your future. We just need to see it.
Get verified. List your crop. Watch investors fund it.
*123#
Any phone · No data
Highway Billboard · 14m × 4.8m
Certificate of Bankability
AgroVesta Certifies That
James Kyomuhendo
Mbarara District · Uganda · Member #AV-2026-00847
has achieved
BANKABLE STATUS
Score: 80/100
Following 8 consecutive on-time repayment cycles
Issued: April 5, 2026 agrovesta.ug/verify
11
Digital System

One design system. Every surface.

From the 16px favicon to the 1440px analytics dashboard, the same tokens govern every surface. Changing one variable reshapes every component.

Spacing System
Border Radius Scale
Shadow & Elevation
Z-Index System
Ten Unbreakable Rules for Building with the AgroVesta Design System
01
All financial data must use JetBrains Mono. No exceptions, no mixing.
02
Headlines use DM Serif Display. Buttons and labels use Syne. Body text uses DM Sans.
03
The Grove Green (#1B6B2F) is always the primary action colour. Amber (#D97706) signals investor or premium actions.
04
The red (#DC2626) is reserved exclusively for errors, defaults, and danger states.
05
The logo mark's three bars and leaf dot may never be recoloured, distorted, or separated.
06
Every live or active state must have a pulsing green dot. No other element may use this animation.
07
The field-row line pattern is a brand-owned texture. It may only appear in greens or at very low opacity.
08
All monetary amounts must include the currency before the number: UGX 950,000, not 950,000 UGX.
09
Never write in ALL CAPS in body copy. Capitals are reserved for Syne UI labels at 11px and below.
10
Motion easing is always cubic-bezier(.16,1,.3,1) for entrance. Never use linear for user-facing transitions.