Brand guidelines
Svana brand guidelines
The name and identity of a studio management system developed from the one already in use at WE Pilates. Designed to feel premium yet simple, and ready to offer to other studios under its own name.
Svana is pronounced SVAH-nah
From svanr, the Old Norse word for swan. A swan is an image of grace and balance, and the Swan is also a classic Pilates exercise that extends the spine one vertebra at a time. The name is short, reads as written in Thai, and needs no long explanation.
Name check results (6 Oct 2026)
- SvanaNo software or fitness business found with this name. Similar names belong to unrelated businesses (retail, events, sound recording). The domains svana.app · svana.studio · svana.co.th are still available.Chosen
- AlyneClashes with Mitratech Alyne, risk and compliance software from Germany. The main domains are all taken.Ruled out
- PosaraClashes with POSARA Café, a point-of-sale app for coffee shops, which is the same kind of software.Ruled out
- RettaClashes with Retta Group, a property management company in the Nordic countries, and with a software company in Brazil.Ruled out
- KansoSeveral software companies and design studios already use this name.Ruled out
- TenuClashes with a clothing brand and a small wardrobe app. The .co · .studio · .co.th domains are available, but the name is hard to pronounce clearly in Thai.Backup
- SolineClashes with soline.app, an outfit-planning app. The .co · .co.th domains are available.Backup
Checked against web searches and domain databases only. Before registering, search for trademarks at Thailand's Department of Intellectual Property (classes 9 and 42), and secure every domain and social handle on the same day.
One line: a swan, an S and a spine
Drawn in one stroke without lifting the pen, from the body on the water, up an S-shaped neck, to the head and beak. The thin line feels light and graceful. The SVANA letters are widely spaced, in the style of luxury brands.
Clear space
Leave at least the height of the S in SVANA on every side.
Minimum size
Full logo: 96 px wide on screen or 24 mm in print. Smaller than that, use the swan line alone and increase its stroke to 2.
Don'ts
Don't thicken the line, add a gradient or rotate the swan.
A .zip file of about 600 KB with SVG, PNG in several sizes, the app icon, a favicon and link preview images.
White, black and the color of still water
Luxury comes from using few colors. The Svana brand is mostly white and black, with Lake, the deep blue of the water's surface, as the one added color. The colors in member screens belong to each studio.
Ink
#1D1D1F
Text, the swan line and buttons
Paper
#FFFFFF
The main background of every page
Mist
#F5F5F7
Secondary backgrounds and cards
Lake
#2A5D8F
The only color that isn't black or white, for links and focus
Silver
#A1A1A6
Dividers and secondary text
Color proportions on a page
Two typefaces, each with its own job
Cormorant in capitals sets the brand name and short headings for a sense of luxury. All other text uses Apple's system font paired with Noto Sans Thai, so it reads easily in both Thai and English.
Brand name and short labels
Svana
Cormorant Garamond Medium · All caps · Letter spacing 24–26%
Headings and body text
Your whole studio, in one LINE chat
Members book classes, pay and check in, all in the chat they already use every day.
The system deducts 1 session, adds the class to the back-office calendar and notifies the instructor right away.
SF Pro + Noto Sans Thai · 96 / 72 / 56 / 32 / 21 / 17 / 14
Say less, but say it clearly
A luxury brand doesn't need to shout. Say what the system actually does, in words studios already use, like session, class, instructor and front desk. Short, polite and never oversold.
Say this
Instead of this
Booked. We've let your instructor know.
Elevate your booking experience, seamlessly.
Cancel up to 2 hours before class starts.
A flexible cancellation policy, designed for you.
Incorrect code. 4 tries left.
An error occurred. Please try again.
The studio is the star. Svana stays behind the scenes.
Members should feel they're using the studio's app, not a software company's. The Svana brand leads only when speaking to studio owners.
- Member app, LINE chat, receiptsStudio brand leadsMembers see only the studio's name, logo and colors. No Svana branding.
- Back office for staff and instructorsStudio brand leadsStudio name at the top left, Powered by Svana at the bottom of the menu.
- Verification and account emailsSvana leadsSent from Svana, with the studio's name in the subject line.
- Website, sales materials, social mediaSvana leadsClient studios can be named once they give written permission.
Example from the bottom of the back-office menu (visible to staff only)
Powered byPowered bySvana in the real world
Examples of the brand on things the team will actually use, from the icon on an instructor's phone, business cards and presentation slides to the check-in sign at a studio's front desk.
Svana Team
Studio management on LINE
065-317-1646
Book classes
in LINE now
Svana
From 1 room
to many locations
Svana
Sign-in code for Haven Reformer
Use this code to sign in to the Haven Reformer back office within 10 minutes.
482 916
If you didn't try to sign in, tell your studio admin right away.
Haven Reformer
Scan to check in
Open your QR code from the Check-in menu in the LINE chat and show it at the front desk