Brand
Using the Roote mark
Journalists and partners are welcome to use these. Please do not stretch, recolour or re-letter them.
The mark
One node, traced back to two
The name is roote: a root, and a route. The mark is a trace back. The solid node at the top is the figure you are shown, the two open nodes below are the sources it came from, and the branch is the path between them.
It reads as a root system, a network graph and a line of enquiry at once, which is the right ambiguity for a company that will build more than one kind of thing.
On white
On dark
Colour
One colour for trust, one for action
Blue carries the company. Orange is reserved for the thing you are meant to click. Nothing else competes.
Type
Manrope, at four weights
One family does everything. Headings are extra bold and tightly tracked, body text is regular and set for reading.
Naming
How to write it
- Roote Technologies is the company. Use the full name on first mention.
- Roote is fine everywhere after that.
- Products carry their own names. It is Roove, not "Roote Roove" and not "Roote's Roove app".
- Never set the company name in all capitals or all lower case in running text.
For anything else, a logo in a format that is not here, a photograph, or a quote to attribute, write to press@roote.co.tz.