Araru Brand
Araru is an open-source, self-hosted server for managing, organizing, and consuming a user’s digital library.
The name is subtly inspired by macaws and Brazilian biodiversity, especially the Cerrado. This origin guides the brand, colors, and communication; the reading interface remains clean and avoids a literal theme.
Principles
Section titled “Principles”- simple, friendly, and accessible;
- Brazilian without caricature;
- modern and technical without a corporate appearance;
- open source and community-driven;
- covers and content as protagonists;
- user control over files, server, and data.
- Identity
- Positioning
- Voice and tone
- Visual language
- Colors
- Typography
- Logo
- Mascote
- Naming
- Product copy
- Accessibility
- Rebranding migration
Official logo, mascot, and tagline: TBD / TO BE DEFINED.