Brand Guidelines v1.0 — May 2026

Rosta
Brand Guidelines

Everything needed to represent Rosta consistently across every touchpoint. Consistency is not a constraint. It is trust made visible.

Logo System

The Rosta mark combines a schedule icon with a wordmark. The icon is a teal rounded square carrying three staggered bars representing a roster, with an amber notification dot signalling the fill event.

Primary wordmark

Reversed — dark backgrounds

Icon mark

Icon reversed

Monochrome

All white

Clear space

Maintain a minimum clear space of 0.5× the height of the icon mark on all sides of both the icon-only and full wordmark. Never place text, imagery, or other logos within this zone.

Dashed border indicates minimum clear space boundary.

Logo — don'ts

Do not stretch or distort

Do not place on low-contrast backgrounds

Do not recolour the icon mark

Colour Palette

The palette is energetic but grounded. Teal leads as the primary action colour. Navy anchors typography and dark surfaces. Amber is the accent, used sparingly for attention without urgency.

Primary palette

Brand Navy

Primary dark / text

#003049

RGB 0, 48, 73

HSL 201, 100%, 14%

brand-navy

Aa On white: AAA

Brand Teal

Primary action / links

#1B6B88

RGB 27, 107, 136

HSL 199, 67%, 32%

brand-teal

Aa On white: AA

Brand Light

Surfaces / chips / hover

#E8F4F8

RGB 232, 244, 248

HSL 199, 52%, 94%

brand-light

Aa Background only

Brand Amber

Accent / worker CTAs

#B06D38

RGB 176, 109, 56

HSL 26, 52%, 45%

brand-amber

Aa On white: AA

Extended palette

Navy Mid

#0A4860

brand-navy-mid

Hover states on dark

Teal Mid

#155A74

brand-teal-mid

Pressed / focus states

Teal Pale

#C8E6F0

brand-teal-pale

Subtle tints, borders

Amber Light

#D4956B

brand-amber-light

Hover on amber CTAs

Dark mode usage

In dark contexts, Navy becomes the deepest layer. Use lighter teal tints for interactive elements. Amber retains warmth. Never place navy text directly on a dark navy background.

Dark background

#031B2B

Dark surface

#062537

Dark elevated

#0A3650

Teal on dark

#2A8AAD

Typography

Two typefaces. Fraunces for display and headings; DM Sans for all UI, body copy, and data. Never swap them. Both are open-source and available from Google Fonts.

Display — Fraunces

Fill any shift.

In 60 seconds.

Character specimen

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 .,!?—

Weights in use

Black 900 — Hero headlines

Bold 700 — Section heads

Bold Italic — Emphasis

Regular 400 — Long display copy

Google Fonts:
family=Fraunces:ital,opsz,wght@0,9..144,400;0,9..144,700;0,9..144,900;1,9..144,700

Body & UI — DM Sans

The shift-fill platform built on reliability. Any industry, any shift, filled in under sixty seconds.

Weights in use

Bold 700 — Labels, emphasis

SemiBold 600 — Buttons, nav items

Medium 500 — Subheads, captions

Regular 400 — Body copy, data

Usage rules

+All UI labels, buttons, inputs
+Body copy, data tables, captions
+Navigation items and breadcrumbs
×Never for primary headlines
×Never for the logo wordmark

Type scale

Name	Size	Font	Weight	Use
Display	80–96px	Fraunces	900	Hero headlines
H1	56px	Fraunces	900	Page titles
H2	40px	Fraunces	900	Section headings
H3	28px	Fraunces	800	Sub-section heads
H4	22px	DM Sans	700	Card titles, labels
Body L	18px	DM Sans	400	Lead paragraph
Body	16px	DM Sans	400	Standard body copy
Small	14px	DM Sans	400	Secondary copy
Caption	12px	DM Sans	500	Labels, timestamps

Voice & Tone

Most brand problems are language problems. Fix the words and the visuals become obvious. Rosta speaks with one voice whether it is on a shift card or a billboard.

Reliable

Consistent, trustworthy, never overpromises.

Calm

Never urgent or panicked. Confident in the outcome.

Respectful

Workers are professionals, not a resource pool.

Clear

Plain language. No jargon. Get to the point.

Campaign lines & catchphrases

“Fill any shift. In under 60 seconds.”

Universal hero — all audiences

“Always covered. Always confident.”

Business audience (managers, operators)

“Your reliability is your reputation.”

Worker audience (primary tagline)

“The shift-fill platform built on reliability.”

Brand descriptor — marketing and press

“Be recognised for your reliability.”

Worker onboarding, tier communications

“Your reputation travels with you.”

Worker retention, multi-org feature

“Any industry, any shift, any time.”

Sector-agnostic positioning

“Zero no-shows go unscored.”

SURE Score feature communications

“When someone calls in, Rosta steps up.”

Absence automation, broadcast engine

Vocabulary guide

Use this

Not this

+Shift offer

×Job alert / notification

+Reliability score

×Rating / star rating

+SURE Score

×Performance score / grade

+Shift Uptake and Reliability Engine

×Algorithm / system

+You've been selected

×You have a new shift

+Tier: Elite / Reliable

×Top / bottom / low-rated

+Roo (AI assistant)

×Bot / chatbot / AI

+Broadcast

×Blast / mass message / spam

+Rosta

×Switcharoo / the app / the platform

Tone by audience

Business & Operators

Managers, owners, HR teams.

+Confident, outcome-driven language
+Lead with coverage and reliability
+Use data and metrics as proof points
×Never use panic or urgency framing

Workers & Employees

Shift workers, contractors, casuals.

+Aspirational and empowering
+Recognise effort and reliability
+Treat workers as professionals
×Never transactional or dismissive

Motion Principles

Motion should answer a question the user is about to ask. If it does not, cut it. Every animation has a reduced-motion fallback.

Purposeful

Animations communicate state changes, confirm actions, or guide attention. They are never decorative.

Subtle

Default duration is 200ms for micro-interactions, 300ms for page-level transitions. Nothing slower without reason.

Accessible

Every animation respects prefers-reduced-motion. Static fallbacks are required for all Lottie and CSS animations.

Duration tokens

--duration-instant 100ms

Tooltip appear, focus rings

--duration-fast 200ms

Button press, chip toggle, icon swap

--duration-normal 300ms

Drawer open, card expand, modal enter

--duration-slow 500ms

Page transitions, onboarding steps

--duration-enter 600ms

Scroll-reveal entry, hero animation

--easing-standard cubic-bezier(0.4, 0, 0.2, 1)

All standard transitions

--easing-decelerate cubic-bezier(0, 0, 0.2, 1)

Elements entering the screen

--easing-accelerate cubic-bezier(0.4, 0, 1, 1)

Elements leaving the screen

Trademark & Legal

The following names and marks are owned by Rosta Pty Ltd. They must not be used in any context that implies endorsement, affiliation, or partnership without written permission.

Rosta™

Rosta

The platform brand name. Used on all product surfaces, marketing, and communications.

SURE Score™

Shift Uptake and Reliability Engine Score

The proprietary worker reliability scoring system. Always written as "SURE Score" — never abbreviated further.

Roo™

Roo

The name of the Rosta AI assistant. A proper noun — always capitalised. Never referred to as a "bot" or "chatbot".

Broadcast Engine™

Rosta Broadcast Engine

The tiered shift-fill escalation system. May be referred to in marketing and press materials.

Elite / Reliable / At-Risk / Probation™

Rosta Tier System

The four tier labels within the SURE Score system. Use the full set in context — never cherry-pick a single tier in isolation.

Trademark usage rules

+Use “Rosta” as a proper noun — always capitalised with a capital R.
+Append ™ on first mention of any mark in published materials.
+Write “SURE Score” in full on first mention; subsequent references may use “the Score”.

×Do not use Rosta marks as verbs (“just Rosta it”).
×Do not modify or combine marks with other words without approval.
×Do not use Rosta branding to imply partnership or endorsement.

Standard copyright notice

Include this notice in full on all print materials, app store listings, and formal partner communications. The footer copyright line (© year Rosta Pty Ltd.) is sufficient for web pages.

Quick reference

The essentials on one card.

Primary colours

Navy

Teal

Light

Amber

Typefaces

Fraunces — Display

DM Sans — Body & UI

Lead line