baba Brand Guide
A warm, editorial identity built around Frank Ruhl Libre, terracotta, and cream paper.
Brand Identity
Logo
The baba wordmark is set in Frank Ruhl Libre, a Hebrew-first serif that carries our cultural fluency in the letterforms themselves. Always lowercase.
Usage:
- Cream-background contexts use the dark wordmark
- Dark / terracotta backgrounds use the cream wordmark
- Never recolor, stretch, or outline
- Minimum legible width: 80px
The Origin of baba
baba draws its name from סבבה (sababa), the quintessentially Israeli way of saying “cool, all good, we’re aligned.” It’s the sound of a translation landing right.
It also plays on the English word babble, which is what robotic, gender-blind translation sounds like. baba turns babble into sababa.
The lowercase styling and warm cream/terracotta palette reflect our posture: approachable, human, editorial, the opposite of cold machine translation.
Brand Promise
Tagline
“Speak like a local, not a bot.”
One-liner
The world’s first gender- and context-aware Hebrew translator. Native-sounding every time.
Key Differentiators
Gender-Aware
Speaker and listener gender preserved across verbs and nouns
Culturally Fluent
Slang, idiom, and tone that Google Translate misses
Editorial UX
Frank Ruhl Libre + warm paper, not cold tech
Hebrew-Native
Built by people who live in the language
Color System
32 tokens. Everything maps back to @baba/tokens.
Brand: Terracotta
Our signature accent. Warm, editorial, confidently Middle Eastern. Replaces the old purple system.
Neutrals: Light Mode
Cream paper → near-black ink. Never pure black (#000) or pure white #FFF in text.
Neutrals: Dark Mode
Ink navy → warm cream. Surfaces stay neutral; terracotta does all the color work.
Status & Semantic
Gradients
Primary Terracotta
linear-gradient(135deg, var(--accent) 0%, var(--accent-deep) 100%)Primary CTAs, brand badges, file-picker icon tile, auth button.
Warm Paper
linear-gradient(135deg, var(--brand-50) 0%, var(--brand-100) 100%)Soft section backgrounds, marketing banners.
Ink to Terracotta
linear-gradient(135deg, var(--text) 0%, var(--accent-deep) 100%)Editorial hero headlines, premium emphasis.
Glow Ring
radial-gradient(circle, color-mix(in srgb, var(--accent) 35%, transparent), transparent 70%)Spotlight behind hero products, toast emphasis.
Color Usage Guidelines
Do
- Use terracotta (brand-500) for every primary action
- Let cream paper and ink do the heavy lifting: color is an accent
- Reach for brand-700 (
--accent-deep) only inside gradients - Maintain WCAG AA on terracotta-on-cream text pairings
Don’t
- Never use purple (
#7c53f7,#9b6bff): retired - No rainbow gradients. Terracotta stands alone
- No pure black (
#000) or pure white on text - Don’t introduce colors outside
@baba/tokens
Typography
A two-family system: Frank Ruhl Librefor display & Hebrew (editorial, serif, Hebrew-native) and Interfor UI & body (clean, neutral, dense).
Display / H1 (Frank Ruhl Libre)
Speak like a local, not a bot.
Display Italic (editorial emphasis)
the Hebrew that actually lands.
H2 (Inter, tracking tight)
Gender-aware. Context-aware. Human-sounding.
Body (Inter)
baba reads the situation (who you are, who you're speaking to, what tone fits) and writes Hebrew that lands the way you meant it.
Small-caps label
Style · Gender · Length
Hebrew (Frank Ruhl Libre)
סבבה, הבנתי אותך
Hierarchy
Frank Ruhl Libre on display (32px+). Inter on everything else. Reserve italic Frank Ruhl for one-per-screen editorial moments.
Hebrew
Always Frank Ruhl Libre in display and body. Heebo is the Hebrew sans fallback for dense UI where serif would feel heavy.
UI Components
Buttons
Solid terracotta. CTAs, translate buttons, submits.
Surface-2 with hairline border. Quiet actions.
Reserved for auth & paywall hero CTAs.
Cards & Modals
Standard Card
Cream surface, hairline border, rounded-2xl (1.25rem), shadow-sm.
Inset Card
App background tone for nested content inside a surface card.
Chips & Badges
Radii
Modals standardize on rounded-2xl. Buttons & inputs on rounded-md. Chips & pills on rounded-full.
Voice & Messaging
Brand Voice
Warm
Human, editorial, never cold or corporate
Culturally fluent
We know the difference between polite and off
Confident
We ship the right answer, not seven disclaimers
Lowercase
Literally and figuratively: never shouting
Key Messages
Tone Examples
Do
“baba knows how Hebrew handles gender, so you sound like you meant it.”
“Write to anyone in Hebrew: your boss, your date, your grandma.”
Don’t
“Our proprietary NLP leverages advanced gender-aware algorithmic paradigms.”
“baba is the #1 BEST translator that will CHANGE YOUR LIFE forever!!!”
See baba in the wild: modern Israeli Hebrew with roles, slang, idioms, cultural context, tone, transliteration, voice, camera, and PDF.