Principles
Everything below follows from four ideas. When a case is not covered here, these decide it.
- Facts, sourced
- Every figure shows where it came from: the brand's own page, named and linked. Never a retailer, a forum or memory.
- Report, never promise
- AlongKeep reports what a brand publishes. Whether a claim is accepted is between the household and the brand.
- Say the status in words
- Every state has a word, such as Unverified, Ends soon or Ended. Colour and icons only repeat it.
- Ink and lime
- Two brand colours. One of them marks what you can act on: ink in light, lime in dark. Nothing else is coloured unless it carries a status.
Logo
The mark is an arch with a lime bar threaded through it. The arch is the keep, the safe place a household's things and their paperwork are kept. The bar is the bar the website draws months of cover with, and it runs on past the arch: cover that runs along with the thing it protects. Read together, the two shapes make an “A”.
The mark always sits on its tile: ink on light grounds, graphite on dark ones. The name beside it is Geist SemiBold, converted to outlines, so the files need no font.
Lockups
The mark and the name together. The horizontal lockup is the default.
Mark and wordmark
The tile alone, for favicons, avatars and small spaces, and the name alone.
Mark on dark
The graphite tile, so its corners stay visible on black.
One colour
For embossing, fax and single-colour print, where only one ink is available. The glyph is knocked out of the tile.
Clear space and size
Leave clear space of at least a quarter of the tile's side all round the mark or a lockup, and keep it free of text, edges and other logos.
16 px: the smallest tile, for favicons only.
20 px tall: the smallest horizontal lockup.
What to avoid
Use the files as they are. Pick the version made for the ground rather than changing one to fit it.
Do not recolour the tile or the bar.
Do not stretch or squash the mark.
Do not rotate the mark.
Do not take the glyph off its tile.
Do not reset the name in another typeface.
Do not set lime as text on a light ground.
Colour
Two brand colours, ink and lime, with graphite for the tile on dark grounds. Ink is the colour of everything you can act on in light (buttons and links); in dark, lime takes that role. Every other colour on the site is a neutral or carries a status.
- Ink
- HEX
- #111214
- RGB
- 17 18 20
The logo tile and the name, text, and buttons and links in light.
- Lime
- HEX
- #C8F26A
- RGB
- 200 242 106
The bar in the mark, highlights and text selection. On a light ground only ever a fill under ink text.
- Graphite
- HEX
- #2C2C2E
- RGB
- 44 44 46
The tile on dark and photographic grounds, so its corners stay visible.
- Paper
- HEX
- #F4F3EE
- RGB
- 244 243 238
The website's light ground and the share image's background.
- White
- HEX
- #FFFFFF
- RGB
- 255 255 255
The arch in every colour version of the mark, and text on ink.
Text on colour
Text needs a contrast of at least 4.5:1 against its ground. Lime on a light ground falls far short, so there lime is only ever a fill under ink text, as in the highlight on the home page.
Ink on lime
14.6:1
Use for text
White on ink
18.7:1
Use for text
Lime on graphite
10.9:1
Use for text
Lime on paper
1.2:1
Never as text
Type
AlongKeep is set in Geist, with Geist Mono for labels and figures. Both are free under the SIL Open Font License, from vercel.com/font.
Geist
Titles, running text, buttons and the name.
- Regular 400: Check what the brand states
- Medium 500: Check what the brand states
- SemiBold 600: Check what the brand states
- Bold 700: Check what the brand states
Geist Mono
Small labels, months and other figures, and model and serial numbers.
- Standard warranty
- 12 months · 60 months · 120 months
- Sentence case everywhere, titles and buttons included: “Compare air conditioners”, not “Compare Air Conditioners”.
- Figures use tabular numerals, so months line up in tables and charts.
- Never type the name in place of the wordmark. Use the logo files, which are drawn from Geist SemiBold and tracked in by 1.5% of the em.
Icons
AlongKeep draws its own line icons on a 24 px grid: a 1.75 px stroke, round caps and joins, no fill, in the colour of the text beside them. Each product category has its own drawing; anything else gets the box. No emoji, no icon fonts, no mixed sets.
Categories
- Air conditioner
- Refrigerator
- Washing machine
- Television
- Smartphone
- Laptop
- Kitchen
- Water
- Anything else
Interface
- Search
- Warranty
- Date
- Bill
- Document
- Wording
- Source
- Reminder
- Call
Writing
AlongKeep writes plainly and reports what brands publish. These rules hold on the site, in email and anywhere AlongKeep speaks.
- Say “India” in titles about warranty terms and in the first line of a page. Every term AlongKeep records is for products sold in India.
- Give every figure its source: name the brand's page in words (“Daikin's page on daikinindia.com”) and link it.
- Write “not stated” for anything the brand's page does not say. Not stated never means “no”.
- Months come with the rule for when they start, and an end date is never worked out from them on the website.
- Report, never promise. Whether a claim is accepted is between the household and the brand, so never write “covered” or “likely covered”.
- Quote the brand's own wording exactly, and label it as the brand's.
- British and Indian English. Speak to the reader as “you”; AlongKeep is “we”. No exclamation marks, no emoji, no superlatives, and no em dashes: use a colon, a comma or a full stop.
- Dates as 15 Nov 2026. Rupees as ₹ or Rs.
| Write | Not |
|---|---|
| AlongKeep | Alongkeep, Along Keep, ALONGKEEP |
| 12 months, counted from the invoice date | 1 year |
| Not stated | No, or a guess |
| By date, this is within Daikin's standard warranty | You're covered, likely covered |
| 15 Nov 2026 | 11/15/2026, 15-11-26 |
| Colour, authorised, centre | Color, authorized, center |
| Report a wrong figure | Report An Error! |
Questions
For a logo file in another format or size, or a question about using the brand, email hello@alongkeep.com. Brand names and logos of the manufacturers on this site belong to their owners; AlongKeep is not affiliated with any of them.