Parkhurst
JohannesburgR4 250 000
Levies R0 · Rates R2 140 pm- Bedrooms
- 3
- Bathrooms
- 2
- Erf size
- 495 m²
Propalot
BrandGuidelines
One mark, one typeface, one colour. Everything the brand needs to put a number in front of somebody, and nothing it does not.
- Version
- 1.0
- Issued
- August 2026
- Palette
- Papaya and a grey ladder
- Typeface
- Instrument Sans
01
Foundation
What the brand is made of, and who may use it.
Purpose
The Propalot name, mark, and wordmark are trademarks owned by Propalot. This page sets out how agencies, portals, developers, and journalists may reproduce them, so that every appearance of the brand reads as the same company.
Treat what follows as rules rather than suggestions. If a use you have in mind is not described here, it is not yet approved. Ask the brand team before you publish.
The system
Propalot sells nothing. It prints numbers about other people’s property, so the system is built to keep those numbers in front: one mark, one typeface, and one colour. Papaya is the only saturated thing on the page and it never carries type — it is a field, a fill, or the ground under a status chip. Everything else is Paper, five greys, and the one true black.
One rule does the real work: every figure is tabular. Price, erf size, bedroom count, rates, levies, the reference on a listing — all of them set so a column of prices lines up down a grid of cards and a filtered table does not shift as it redraws. A number that jumps when it changes is a bug.
Nothing in the system is decorative. If an element is not doing a job, it does not belong on the page.
At a glance
MarkA crystal, six sides, one facet
TypefaceInstrument Sans, four weights
Colour#FF7A19, and a six-rung grey ladder
Clear spaceThe height of the crystal
Minimum size16 px bare, 24 px tiled
CapitalsThe status chip, and nothing else
FiguresTabular, everywhere, without exception
Default themeLight
02
Symbol
A crystal. Six sides, drawn solid, with one facet cut away.
The idea
The facet is the whole idea. Without it the shape is a hexagon; with it the shape is a stone catching light. It is cut out of the lower-right wedge in the colour of whatever is behind the mark, which means the mark is never a solid block — the ground always shows through one corner of it.
This is the only drawn thing in the identity, so it is drawn once and reused: beside the wordmark, alone in a footer, and as the bullet in front of an eyebrow. There is no second mark and no icon set derived from it.
Construction
Drawn on a 32-unit square. The crystal spans 22 units across and 26 down, and it is those drawn bounds — never the box — that clear space and every lockup ratio are measured against. Measuring the box instead is what leaves a mark looking small beside its own name.
Clear space
One crystal height on all four sides. Nothing enters it.
16 px is the floor bare. Below it the facet closes up and the crystal reads as a hexagon, which is the one thing it must not do.
Specification
Grid32 × 32
Drawn bounds22 × 26
Clear space26 units, all sides
Minimum, bare16 px
Minimum, tiled24 px
Tile radius10 of 32
03
Wordmark
One word, one capital, and two ways to lock it to the crystal.
The name
Propalot
Instrument Sans Bold, tracked in 3.5 per cent. One word, no space, one capital — the P. It is never set in capitals, never split into two words, and never abbreviated.
Horizontal lockup
Propalot
Propalot
The default. The crystal stands 1.14 times the wordmark’s em and the optical gap to the P is 0.62 em, both measured off the drawn shape. Note the facet: it is knocked out to the ground colour, so it changes with the surface rather than staying white.
Stacked lockup
Propalot
Propalot
For square and centred formats only — a profile picture, a stamp on a board, the back of a card. The horizontal lockup is the default everywhere else. On Papaya the lockup is Ink, because type on Papaya is always Ink.
App tile
The tile is the exception, not the rule: app icons, and the one place the mark has to sit on photography. Unlike the bare mark a tile is two solid colours and carries no transparency, so the facet is filled with the tile colour rather than knocked through.
Specification
FaceInstrument Sans Bold, 700
Tracking−3.5%
Crystal height1.14 em
Optical gap0.62 em
Stacked crystal2.3 em
Minimum lockup96 px wide
04
Colour
One colour and a grey ladder. Papaya is the only saturated thing on the page, and it never carries type.
Core
Click either plate to copy its value.
Supporting
The ladder
Panel
#F1F1F1
Card grounds, the figure band, the spec table
Line
#E4E4E4
One hairline weight. Every rule, every divider
Mist
#D8D8D8
The hero lettering. Texture, not type — see below
Fade
#8B8B8B
Display copy at 24px and over. 3.4:1 on Paper
Slate
#6B6B6B
Body copy that is not the point. 5.3:1 on Paper
Onyx
#0E0F12
The only true black: the map after dark, and the footer
Six rungs, and no seventh. These are interface furniture: they never carry the mark, and only Onyx ever becomes the ground for a whole page. The values above are the light-theme set; the dark theme rebuilds the ladder against Onyx rather than inverting it, because Slate and Fade would both disappear if they were simply flipped.
Papaya, let up and let down
Sunset
#FF924F
Papaya at large size: full-bleed fields
Peach
#F8A060
The under-offer chip, and the caption pill under a gallery
Blush
#FBCAA8
Icon grounds, and the unfilled half of a price slider
Ember
#C85000
The sold chip. Icon glyphs on Blush, at 24px and over
Grounds and fills. A Papaya tint is never a body-copy colour and never a border.
Status
The three states a listing moves through, drawn from the Papaya ladder rather than from anywhere new — the identity has one colour, and a status is a state of that colour, not a fourth hue. Each carries a fixed ink, and the ink is not a choice.
Contrast
The rule that keeps the palette honest is one line: type on Papaya is always Ink. Paper on Papaya measures 2.6:1 and Papaya on Paper measures the same, so Papaya is not a type colour at any size — not for a heading, not for a link, and not for the price.
In the dark theme Papaya clears 7.4:1 against Onyx and would pass as type there. The ban holds anyway. A colour that is a ground in one theme and a type colour in the other is two brands, not one.
Every ratio below is computed from its two hexes when the page renders, so an edited swatch and a quoted number cannot drift apart.
Text pairings, held to 4.5:1
17.8:1
Ink on Paper
Default
15.7:1
Ink on Panel
Cards, the figure band
6.8:1
Ink on Papaya
The for-sale chip, the enquiry band
8.6:1
Ink on Peach
The under-offer chip
4.6:1
Paper on Ember
The sold chip
19.2:1
Paper on Onyx
The map, the footer
5.3:1
Slate on Paper
Secondary copy
10.4:1
Ink on Steel
The hero eyebrow
Display pairings, 24 px and over, where 3:1 is the bar
3.4:1
Fade on Paper
Trailing display copy
3.0:1
Fade on Panel
The figure a card is not selling on
3.1:1
Ember on Blush
The index glyph on a caption pill
Not allowed
2.6:1
Paper on Papaya
2.6:1 — type on Papaya is always Ink
2.6:1
Papaya on Paper
2.6:1 — Papaya is never a type colour, not even the price
1.7:1
Paper on Steel
1.7:1 — Steel carries Ink, at any size
2.0:1
Fade on Steel
2.0:1 — the hero eyebrow is Ink
The lettering
Mist on Steel is 1.2:1, and it is the one pairing in the identity that does not measure. It is listed here rather than under display pairings because it is not type: it is a texture the hero photograph is laid over.
It never carries a sentence you have to read, and every word set in it also appears as real copy higher up the page. If it ever has to be legible, it is the wrong colour.
Aa
Mist on Steel
Lettering only. Never a sentence, never the only place a word appears
05
Typography
Instrument Sans, and nothing else. Seven weights are available; the brand uses four.
Weights
R4 250 000
Bold 700
Drag to scrub the family, or pick a weight.
Figures
One rule does the real work: every figure is tabular. Price, erf size, bedroom count, rates, levies, the reference on a listing — all of them set with tnum, so a column of prices lines up down a grid of cards and a filtered table does not shift as it redraws.
R4 250 000
R6 900 000
R11 118 400
R6 900 000
R11 118 400
Tabular. The column has an edge.
R4 250 000
R6 900 000
R11 118 400
R6 900 000
R11 118 400
Proportional. The same three prices, and no column at all.
Case
Capitals are licensed to the status chip and to nothing else — not to buttons, not to eyebrows, not to section heads. The P in the wordmark is the only other capital in the system. A capitalised label anywhere else on a Propalot page is a bug.
Character
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 R m² & ? ! @ # % ( ) “ ”
A grotesque with a tall x-height and terminals cut on the horizontal. The rand sign and the square-metre glyph earn their place on this line: between them they set most of what Propalot prints.
Scale
LetteringInstrument Sans Bold, 176px, −5%, 0.8, sentence case
Every lot, listed.
SectionInstrument Sans Bold, 48px, −4%, 1.08
Everything on the card, before you open it
PriceInstrument Sans Bold, 44px, −4.5%, tabular
R4 250 000
FigureInstrument Sans SemiBold, 24px, −3%, tabular
495 m² · 3 · 2
StatementInstrument Sans Bold, 40px, −4%, 1.1
The erf size is on the card, not three clicks in.
LeadInstrument Sans Regular, 15px, 1.6
Sixteen thousand listings, and every one of them measured.
BodyInstrument Sans Regular, 14px, 1.65
Rates R2 140 pm · Levies R0 · Erf 495 m² · Registered 2019
ButtonInstrument Sans SemiBold, 13px, −1%
Book a viewing
StatusInstrument Sans SemiBold, 11px, +8%, caps
UNDER OFFER
LabelInstrument Sans Medium, 12px, 1.5
Listed 14 June
Specification
FamilyInstrument Sans
Weights in use400 / 500 / 600 / 700
FiguresTabular lining, always
Tracking, display−4% to −5.5%
Tracking, body0
LicenceSIL Open Font License 1.1
06
Photography
Full colour, straight verticals, and no sky that was not there on the day.
The rule
Property photography is served in full colour, and that is a brand rule rather than an omission. A greyscale house is a house you cannot price. The palette earns its restraint everywhere else on the page precisely so the photograph can be the only thing on it carrying real colour.
What is not allowed is the estate-agency house style: replaced skies, pushed grass, wide lenses that bend the verticals, and the orange-and-teal grade. Verticals stay vertical. If a room is dark, it is photographed dark. The picture is evidence, and a retouched one is worth nothing to somebody deciding where to live.
Frames
Placeholder frames from picsum.photos, allow-listed in next.config.ts, standing in until the real shoots land. Swapping photo() in src/site/data.ts for real paths changes nothing else.
Treatment
Specification
Crop, card4:3
Crop, gallery3:2
TreatmentFull colour, no sky replacement
VerticalsCorrected to plumb
Sold60% opacity
PlansLine drawing in Ink on Paper
07
Application
The rules, shown rather than described.
The mark
The lockup
Propalot
Propalot
PROPALOT
The listing card
Tamboerskloof
Cape TownR6 900 000
Levies R3 480 · Rates R3 010 pm- Bedrooms
- 4
- Bathrooms
- 3
- Erf size
- 612 m²
Umhlanga Rocks
DurbanR8 400 000
Levies R5 260 · Rates R4 190 pm- Bedrooms
- 4
- Bathrooms
- 4
- Erf size
- 1 040 m²
The object the identity is built around, and its order is fixed: photograph, status, address, price, figures. A Propalot card never makes you open it to find out what the erf is, which is the only promise the brand actually makes. The price is Ink, because Papaya is not a type colour.
Status and furniture
For saleUnder offerSold
The status chip is the one capitalised object in the identity and the one fully round one — it is a stamp on the document rather than part of it. Everything else is a soft rectangle. Papaya is reserved for exactly one button per screen, the one that starts an enquiry.
The ledger
Asking, since 14 JunePL-40118
R4 250 000
Listed at R4 490 000 · reduced once- Erf
- 495 m²
- Under roof
- 212 m²
- Rates
- R2 140 pm
Price history is drawn, never screenshotted. It keeps the one number that has to be unarguable in real type, and it is the only place besides the reading-progress line where Papaya is a stroke rather than a field.
Partnerships
PropalotPartner
Logo
Logo
PropalotPartner
Logo
Logo
Two marks, side by side, equal optical weight, divided by a hairline. Neither sits inside the other and neither is scaled to dominate. Co-branded artwork may say a service is listed on, integrated with, or powered by Propalot. It may not imply endorsement of a property, an agency, or a valuation.
Naming
Company
- Propalot
- Propalot (Pty) Ltd
- PropaLot
- PROPALOT
- Propa Lot
Product
- a Propalot listing
- search on Propalot
- a Propalot
- Propalot it
Figures
- R4 250 000
- 495 m²
- R4.25m
- 495sqm
Written correctly these are trademarks; written loosely they become generic. One capital, one word, and no camel case. Prices and areas are printed in full — a price rounded to a decimal is a different price.
08
Assets and terms
Every mark in vector and raster, and what you agree to by using it.
Downloads
PNG width
Symbol, inkThe crystal on its own, facet knocked through
Symbol, paperThe crystal on its own, facet knocked through
Wordmark, inkOutlined Instrument Sans Bold
Wordmark, paperOutlined Instrument Sans Bold
Lockup, inkHorizontal, the default
Lockup, paperHorizontal, the default
Stacked lockup, inkFor square and centred formats
Stacked lockup, paperFor square and centred formats
Partner lockup, inkCo-brand template with the partner area marked
Partner lockup, paperCo-brand template with the partner area marked
SVG is the master in every case. PNG is rasterised from that same vector in your browser at the width you pick, on a transparent ground, so it always matches the artwork here. Never upscale a PNG you already have; export a larger one instead.
Icons
App tile, PapayaInk crystal on Papaya. The default iconSVG
App tile, OnyxPapaya crystal on Onyx, for dark shelvesSVG
FaviconFollows the reader's system themeSVG
A tile is the one form of the mark that carries no transparency: it is two solid colours, and the facet is filled with the tile colour rather than knocked through. The favicon is a single file that swaps to Paper under a dark system theme.
Provenance
All of it is generated from one source. The crystal geometry lives in src/brand/artwork.ts — the same file the mark on this page draws from — and the wordmark is outlined directly from the Instrument Sans Bold file, so the artwork on this page and the artwork in your download cannot drift apart.
Because the wordmark ships as outlines rather than live text, it renders correctly without Instrument Sans installed. The typeface is licensed under the SIL Open Font License, so you may install it yourself; it is not a Propalot trademark and the licence, not this page, governs it.
Usage terms
The Propalot name, crystal, wordmark, and lockup are trademarks of Propalot. These guidelines grant a limited, revocable, non-exclusive, non-transferable permission to reproduce that artwork exactly as supplied, for the purposes described on this page.
- Do not use the marks in a way that suggests Propalot endorses a property, an agency, a valuation, or a price.
- Do not use the marks, or anything confusingly similar, in your own product name, company name, logo, or domain.
- Do not modify the artwork, including its colour, proportions, and spacing.
- Do not recolour the crystal in Papaya. Papaya is a ground in this identity and never the mark itself.
- Do not present listing data taken from Propalot as your own, and do not restate a price, an erf size, or a status inaccurately.
Propalot may update these guidelines and may withdraw permission at any time. Where a signed agreement covers your use of the brand, that agreement governs and these guidelines supplement it.
Contact
For a use these guidelines do not cover, or for approval of co-branded artwork, write to brand@propalot.co.za. Send the artwork in context, since a flat file rarely answers the question on its own.
Journalists may reproduce the crystal and wordmark in coverage of Propalot without asking, provided the artwork is unmodified and the story does not imply that Propalot endorses a listing or a price. For interviews and embargoed material, write to press@propalot.co.za.