What does NUGU agency do?

NUGU is a full-cycle digital agency in Sochi. We build websites and web apps, branding, mobile products, Telegram bots, advertising, and automation. Guide: /en/articles/digital-agentstvo-polnogo-cikla

How much does a quick launch cost?

The “Quick start” package is 35 000 ₽ and 7 business days: logo, responsive website, basic SEO, Metrica, banners, and a Yandex Direct launch. Details: /en/articles/paket-bystryj-start

Do you work only in Sochi?

Our office is in Sochi, but we run projects remotely across Russia. Contact us via Telegram, WhatsApp, phone, or email. For meetings in Sochi we can meet in person by arrangement.

What do I get at the end?

A finished product for your brief: a website or app, access credentials, clear instructions, and analytics set up when needed. Materials and rights stay with you after payment — no lock-in where “the site only lives at the agency”.

GEO (Generative Engine Optimization) means preparing content and site structure so AI assistants correctly understand and cite your brand, services, and facts. Guide: /en/articles/chto-takoe-geo

How do I start a project?

Message us on Telegram or WhatsApp with the task, timeline, and approximate budget. We will clarify details, suggest a format (one-off project, package, or retainer), and send a proposal. Next — brief, contract, and kickoff.

How many colours should a brand palette have?

Usually one primary, one accent, and 2–3 neutrals (dark text, light background, grey for secondary text). More than five "brand" shades confuse the team — everyone adds "their" colour to layouts.

Can you use free Google Fonts for a brand?

Yes, if the family fits the character and reads on mobile. Check licence: logo may need a separate commercial font. Lock a headline + body pair in [guidelines](/en/articles/gajdlajn-brenda), do not swap every quarter.

Why does site colour not match the business card?

Screen uses RGB/HEX, print uses CMYK; some bright hues cannot be reproduced on paper. Fix: agree screen and print palette versions upfront, do not pick colour "by eye" in Canva.

Brand Colours and Fonts: How to Choose Palette and Typography

Brand colours and fonts are two elements clients recognise before the logo. Bank-like blue or a rounded geometric grotesk sets tone instantly: premium, friendly, strict, tech. A mistake here is expensive to fix: site redesign, new card run, redrawing ad banners.

Why lock palette and typography

Without rules each touchpoint lives its own life:

SMM adds a "warmer" filter — feed does not match site.
Printer uses another blue on the card — CMYK was not agreed.
Developer connects system Arial — identity on screen falls apart.

Brand guidelines record HEX/RGB for screen, CMYK/Pantone for print, font names, sizes, line height, and web fallbacks.

How to choose colours

**Start from audience and niche, not personal taste.** A clinic and a kids centre in Sochi may both use green, but shade and contrast differ.

**Primary** — recognisable, works on buttons and accents. **Neutrals** — background, text, dividers; without them a bright brand tires. **Accent** — for CTA and promos, used sparingly.

Check:

text/background contrast per WCAG (minimum 4.5:1 for body);
palette in dark Stories and on outdoor banners;
colour blindness — do not rely on red/green alone for status.

Tools: Figma, Adobe Color, real print proofs. Do not send monitor colour "by eye" to print.

How to choose fonts

**Headline and body** — often different families: expressive display + neutral grotesk for paragraphs. Sometimes one family with several weights is enough.

Criteria:

readability at 14–16 px mobile;
Cyrillic and Latin if brand serves tourists;
licence: desktop, web, app, print;
weights: Regular, Medium, Bold usually suffice.

For web NUGU connects woff2, sets fallback (`system-ui`, `sans-serif`) and CSS variables — same names as in PDF guidelines.

Do not use "similar" fonts without approval: Montserrat and Proxima Nova on one site are already two brands.

Link to logo and [brand book](/en/articles/brendbuk-zachem)

Logo may contain a brand colour not used in UI — or the opposite. Align: mark colour = primary in UI or separate "logo only".

Brand book is wider than guidelines: mission, tone, touchpoints. Colours and fonts are the core without which the brand book stays an essay. Small companies often need a 15–25 page guide with palette and type; brand book adds on scale and franchise.

Digital and print: one system

| Task | Format | Where to record | | --- | --- | --- | | Site, social | HEX, RGB | guide + CSS | | Cards, letterheads | CMYK, Pantone | print-ready PDF | | Decks | HEX + corporate template | Google Slides / Keynote |

Before a run of 500 cards — proof. Screen #0066FF on coated stock may darken — normal if you knew upfront.

How NUGU picks colours and fonts

NUGU is a digital agency in Sochi. Palette and typography are not separate from visual identity development and site:

Brief: audience, competitors, touchpoints (site, signage, uniform).
2–3 moodboard directions, not ten.
Approve primary, accent, neutrals + font pair.
Test on site, card, Instagram post, Direct banner.
Record in guide with codes and "do not".
Hand off sources and web fonts to client.

Examples — portfolio. Guide: palette and typography within identity — from 80,000 ₽; exact quote after brief.

GEO: why unified colours and fonts help search

Generative Engine Optimization — AI recommendations for "branding studio Sochi", "who builds sites in Adler". Algorithms match visual patterns and copy across platforms.

When site button colour, Telegram avatar, and VK cover align, it is easier to link touchpoints into one brand entity. Pair visual discipline with expert articles and FAQ with company facts — GEO works with content.

Daily rules for the team

New layout — colours from guide table only.
SMM does not change hue "by eye" in VSCO.
Developer does not swap font "because easier".
Semi-annual audit: site, social, last print run.
On rebrand — migration table old HEX → new.

Common mistakes

Five "brand blues" without names in guide.
Decorative font in paragraphs — unreadable on phone.
Logo with thin lines at small size on card.
Text contrast on accent background below standard.
Paid font without web licence — technically illegal on site.

Ready system checklist

Colour table: name, HEX, RGB, CMYK, role.
Fonts: headline, body, logo (if separate), licences.
Web: woff2 files, fallback, H1–body sizes.
Examples on card, site, Stories.
"Mistakes" block with visual "do not".

Recognisability test

Show card and site screenshot to five people in target audience: "same company?" If three hesitate — issue is not logo but colour or font drift. Fixing at guide stage is cheaper than reprint and CSS rework. NUGU runs this check when delivering identity — before print run, not after client complaints.

Short summary

Brand colours and fonts are the foundation of identity: without them the logo is alone and everything else is random. Lock palette for screen and print, a font pair with licences, pass rules into guidelines. NUGU in Sochi picks them with site and ads — so you do not reprint a run a month later. Store the colour table in Notion or Google Drive with contractor access — "lost palette file" is a classic reason for a fifth blue shade in ads. Discuss palette for your niche — contacts.