The STYLST brand as it is today, what we agreed on the November 12 call, and where we want to go. Every logo, font and file is inside this page, so you won't need Drive access.
If you only read one part, read this.
A personal stylist for the closet you already have.
It turns what she owns into outfits she loves, and helps her buy less.
Women 30 to 50, everywhere.
Working moms and women with big jobs and little time, ready to find their style.
Hopeful. Classy, never uppity.
Every woman should open it and see herself.
The STYLST wordmark and Berry Wine.
And no shadows, ever.
A symbol, not a letter.
Plus app icon colors that pop, social templates and one brand bible.
One of the most recognized apps in the world.
A presence like Nike's: one source, known anywhere, even without words.
Kickoff with Aspen, Adrienne and Sophia. Here's what we agreed and what each person is sending.
One source. The same brand from the app to social to billboards, and later to clothes made ethically.
Win organic social. Free social reach is the biggest marketing push, so the look has to stop the scroll.
Human first. A person creates the brand. AI only helps spread it.
| What | Who | Status |
|---|---|---|
| Mood board: type and photos that feel like STYLST | Aspen | In this book · Mood board |
| Current fonts and design rules | Aspen | In this book · Type, Rules |
| Social media links | Aspen | In this book · Files |
| Screen recording of the app | Aspen | Coming separately |
| Two brand directions (V1) | Sophia | Due Tue, Nov 17 |
Why STYLST exists, how it sounds, and who it is.
Fast fashion keeps women buying to feel good enough. That hurts their bank accounts, their confidence and the planet.
STYLST helps women feel great in what they already own, without shame and without a shopping list. Getting dressed isn't vanity. It's how you show up to the world.
She's in her late thirties. A crisp white blazer, good jeans, gold hoops and a bag she has loved for years. She's calm, even on a hectic day.
She talks like a sharp friend who happens to be a stylist: warm, direct and a little funny. She notices what you're wearing and tells you what works. She never makes you feel you need more.
Classy, but she would never look down on anyone.
Product facts for context: STYLST is built with AI but runs on its own styling formula for color and aesthetics. Subscription, $10 a month.
The wordmark stays. It's always placed as artwork, never typed.
ET Book Roman letters with fixed spacing and a small raised ™. Approved Sept 3, 2026.
Leave the height of the T on every side. At least 120 px wide on screens, 1.25 in. in print.
Retype, recolor, stretch, outline, shadow or add ".co" to it.
A symbol that can stand alone, like Nike's check. Not a letter, not a monogram.
Black and white do most of the work. Berry Wine is our signature. Tap a swatch to copy it.
#000000 · RGB 0 0 0Text, dark backgrounds, statements#FFFFFF · RGB 255 255 255Light backgrounds, open space#6C1D3B · RGB 108 29 59Our signature. One word, a fine line, or a solid field#C2185B · RGB 194 24 91Video only. One accent word on footage#F6F5F3 · RGB 246 245 243Soft off-white frameOn the call, Sophia said a dark wine icon can disappear on a phone. These pairings keep the berry but add contrast. Each uses our mirror sketch as a stand-in symbol.
Green sits opposite berry on the color wheel, so each makes the other look richer. A fresh partner color could also answer the app icon problem.
#EEF1E0Could replace white#DDE5C6Backgrounds, cards#C9DBA8Type on Berry Wine#5E7442Small labelsA soft, dusty blue. It feels calm and grown-up, like a cashmere sweater. It's cooler than pistachio, so the wine looks deeper and richer next to it.
#EEF1F6Could replace white#D5DCE7Backgrounds, cards#ADB9CE · RGB 173 185 206Aspen's pick. Type on Berry Wine, icon tiles#4E5D78Small labelsA soft, creamy butter yellow, not a loud lemon. It feels warm, sunny and hopeful, and it makes the wine glow.
#FBF5E1Could replace white#F6EAC2Backgrounds, cards#F1DC94Type on Berry Wine, icon tiles#8A6A1FSmall labelsThe same headline with each partner color, so you can compare them directly.
Three free fonts for social and video. The app itself uses Inter. The logo is separate artwork.
| Use | Size | Keep clear of |
|---|---|---|
| Headline | 90 to 120 px | 250 px at the top, 300 px at the bottom, 80 px on each side. App buttons sit there. |
| Supporting text | 42 to 54 px | |
| Call to action | 34 to 44 px | |
| Small label | 22 to 30 px |
App icons have to work tiny, in any language. Brand illustrations can be expressive and big. Here are our suggestions for both.
A starting set drawn on a 24 px grid. Sophia can restyle every one. The five tabs at the bottom of the app have an outline version and a filled "selected" version.
Three directions for the home-screen icon, following the call: no letters, simple enough to know at a glance. These are prompts for Sophia, not finished designs.
The arched mirror where every outfit decision happens. It also reads as a closet door. Soft, classy and easy to own.
One continuous stroke, like re-threading what you own into something new. A nod to Sophia's own continuous-line art.
A frame around one point: "You already own the outfit. You just haven't seen it." The moment STYLST shows it to you.
The first two icon sets, shrunk to real phone size. The thin lines fade at 24 px.
Aspen's personal page carries a lot of STYLST founder content, so the two should clearly feel related.
One thing to weigh: STYLST should be able to grow beyond its founder. In 2026, WeWoreWhat relaunched with a clearer line between the brand and its founder's personal page. A family resemblance gives us both.
What STYLST feels like: our own photos and words first, then brands worth studying.
For ideas only. We borrow the thinking, never the look. Saved came from Aspen's inspo library. New we found for this brief.
One check, no words, known in every country. The presence Aspen wants.
nike.com ↗Three curved lines instead of a letter. Bright color chosen to pop on a phone.
spotify.com ↗Its 2026 refresh leans on the crocodile, a mark people recognize without reading a word.
Read the breakdown ↗Calm layouts, lots of space, real clothes. Premium without trying hard.
toteme-studio.com ↗Almost no decoration. Proof that restraint reads as luxury.
therow.com ↗Founder-led and warm, with a new identity rolled out in autumn 2026. Classy and human at once.
sezane.com ↗A personal brand that became an app. Aspen's model, to do even better.
@tezza ↗Founder and brand accounts that answer real customer comments in public.
@blogilates ↗A creator brand that relaunched with clearer space between brand and founder. Useful for section 08.
Read the story ↗Editorial scale, full-body images, lots of negative space, small notes.
@by.itunu ↗Closet-to-outfit made simple and clear. Close to what STYLST does.
@essembl ↗Dense but controlled fashion collages that people save.
@theproductivitymethod ↗The app to beat. New identity built on textile weaving, so we should avoid weaving and thread-grid ideas.
See their rebrand ↗Closet app with a sustainability angle. Another reason our berry and warmth matter.
whering.co.uk ↗Closet app plus human stylists. Clean but generic, the look we want to beat.
myindyx.com ↗The three must-haves on every video come first. Everything else is the editor's call.
The one-page video rules sheet our editors use today.
Everything is here, so no Drive access is needed. Tap "Open full size" to save a file.
Need the logo as a vector file? It lives in Canva. Ask Aspen and she'll send it.
| Channel | Account |
|---|---|
| @stylst.co · about 30K followers, the grid is still thin | |
| Instagram (magazine) | @stylst.magazine · new |
| TikTok | @stylst.co |
| stylstco | |
| X | @stylstco |
| YouTube | STYLST |
| STYLST | |
| Website | stylst.co |
| Founder | @aspenbrookpotter on Instagram and TikTok |
