Brand guidelines
Built for founders who deserve to win.
Most founders with good ideas never find the funding they qualify for. Not because they are not good enough, but because the system is opaque, scattered and exhausting. Incubateer exists to fix that.
We are not a database and we are not a filter. We are the smart friend who knows the schemes, reads the fine print, and tells you straight which ones are worth your time.
Logo
One mark, one wordmark, used with care.
A teal hexagon with a figure rising out of it, and the name set in Playwrite GB J. The mark carries the only gradient in the brand, from light teal at the top to deep teal at the base.
Mark alone, or in one colour
Use the mark without the name where space is tight: app icons, favicons, the header on a phone. Where colour is not possible, it goes flat in Ink.
Size and clear space
Never smaller than 24 px tall. Below that the figure stops reading. Keep clear space on every side equal to the height of the letter i in the wordmark.
The lockup
Set the wordmark at about three quarters of the mark's height, with a gap of a third of the mark between them. The header uses a 30 px mark and a 22 px wordmark.
Colour
Every colour has one job.
Two grounds, one accent, one colour for money. Every page and every screen of the app runs in both themes, so each colour comes in a light and a dark cut.
Light
Pearl ground. The default for print and documents.
Dark
Near-black ground. The app's home, and the site's when a device asks for it.
The gradient is the mark's
#5EEAD4 to #14B8A6 to #0A7060 belongs to the mark and the soft teal light behind the homepage. Buttons, links and text are always flat teal.
₹10 lakh
Gold means money or a count
Grant amounts, catalog figures and days to a deadline. Never a button, a heading or decoration.
One accent
Teal is the only accent
No second brand colour. No green for success and gold for warning on the same screen, or a ranked list starts to read as a traffic light.
Honest labels
The verdict is the brand.
Every grant gets one of three words, never an inflated percentage. On the site they are pressed on like rubber stamps, and they never move again.
Solid teal, double rule
A high score and at least one real profile match beyond stage. The only verdict that gets the full stamp.
Teal, dashed
A real programme worth reading, with something unconfirmed. Most good results live here.
Muted, single rule
Nothing in the profile lines up. Shown honestly, not hidden.
In the app: one hue, three weights
Only Strong match is a solid chip. Worth a look is an outline. Possible fit and Long shot are a hairline with grey type.
After a full eligibility check
Eligible · Mostly eligible · Likely not eligible
When a founder has run the detailed check, these words replace the match verdict, because they come from the scheme's own rules.
Typography
Roboto to lead. Inter to explain.
Two working faces and a signature. Roboto, set heavy and tight, carries headings and figures. Inter carries everything you read. Playwrite GB J writes the name and nothing else.
Roboto
Headings, stamps and numbers. Weights 700 to 900, tracked in by 2 to 4 percent.
Inter
Body, buttons, labels and forms. Weights 400 to 700. Body at 16 to 17 px with generous leading.
Playwrite GB J
The wordmark only. Never a heading, a quote or a flourish.
46 to 83 px · -4%Grants you can win
34 to 54 px · -3%Built to be honest
19 to 22 px · -2%Verified apply links
tabular, gold₹50 lakh
16 to 17 px · 1.65We match your startup to grants you can actually win, and say why.
14 pxRefreshed weekly. Apply links re-checked.
12 px · caps · +15%Closing soon
Voice
A smart friend, not a sales pitch.
Honest, practical, founder-first. We write like someone who has been through it, and we never promise money we cannot see.
| WrongLeverage our revolutionary AI-powered platform. | RightWe match your startup to grants you can actually win. |
| WrongSeamlessly navigate the funding landscape. | RightFind grants without the ten browser tabs. |
| WrongOur robust solution empowers founders. | RightWe do the grunt work so you can focus on building. |
| Wrong98% match. Apply now before it's gone. | RightWorth a look. Closes 30 November. |
| WrongUnlock your startup potential today. | RightSee what you qualify for. No signup needed to browse. |
How we write
- No em dashes. Use a comma, a full stop, or two sentences.
- No exclamation marks, and no fake urgency or countdowns.
- Vary the rhythm. Short sentences next to long ones.
- Rupees in Indian units: ₹10 lakh, ₹1 crore, never ₹1M.
- Dates written out: 30 November 2026.
- Programme, not program, in our own sentences.
- Say what is unknown. "No dated call is published" beats a guess.
Words we do not use
Pricing is not published, so nothing is called free. We use AI, but we never lead with it. The old name stays retired.
Numbers are floors
The catalog moves every week, down as well as up, because dead links are removed as fast as new programmes arrive. Static copy uses these floors and nothing higher. Live counts come from the catalog itself.
Assets
Take the logo. Keep it teal.
The mark as SVG, so it stays sharp at any size, and the full logo as high-resolution PNG on a transparent ground.
Writing about Incubateer? Use the name as one word with a capital I, link to incubateer.com, and keep the mark teal and clear. Questions: hello@incubateer.com.