Our name, our mark, and how to quote us.
For a writer, a partner or a customer who needs to show Shelf or cite one of its figures. Everything here may be used without asking, within the three rules below.
The files
The mark is a shelf: two boards in a rounded frame. It is the same drawing as the icon in your browser’s tab.
- Leave it room
- Keep clear space around the mark of at least half its own width, and do not set it smaller than 16 pixels.
- Leave it as it is
- Do not redraw it, recolour it, stretch it, tilt it or set the name in another typeface. On a dark ground use the white version.
- Do not speak for us
- Our name beside a figure says the figure is ours. Do not put it beside a number you changed, and do not use it to suggest we endorse a product.
Writing about us
The words.
The product is called Shelf, with a capital S and nothing before it. Its address is seetheshelf.com. The company is Apexlayer Technologies Private Limited.
In one line
Shelf is quick commerce intelligence for brands: ads, search, shelf and location, read from 22 apps in India, store by store.
In one paragraph
Shelf reads 22 apps in India (Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, BigBasket, Amazon Now and JioMart, and 15 more) store by store, with no seller login, and tells a brand where it stands: which brands hold the paid slots on its searches, where it ranks, and the dark stores where a rival is on the shelf and it is not. Shelf is made by Apexlayer Technologies Private Limited, Gurugram, India, and is independent of every app it reads.
Quoting a figure
Say what it is out of, and when.
A figure quoted without its base and its date is the figure people get wrong. In the product, the screens a reader quotes from most (the market, stores across India, the range gap) have a “Copy source line” button that writes both for you.
A source line, as the product writes it
Source: Shelf (seetheshelf.com). Brands on the shelf in skin care on Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes and BigBasket, the dark store shelves of Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes and BigBasket, store by store. A count of what the shelves listed, not of sales.
- Name the source
- “Shelf (seetheshelf.com)”, and link to the page the figure is on when you can.
- Say where it came from
- Every figure comes from Shelf’s own reads of the apps, store by store. An app can look different today.
- Keep “at least”
- Where a figure says “at least”, keep those words: the true count can be higher. Without them the figure says something we did not.
The look
Colours and type
Colour means two things in Shelf and nothing else: green is your own brand, red is a rival ahead of you. Words are set in Archivo and figures in IBM Plex Mono, both open fonts.
- Ink
#0A0B0DThe mark, type and buttons - White
#FFFFFFThe page - Soft
#F5F6F7Quiet surfaces - Green
#0A7D49Your own brand, in a figure - Red
#C8251DA rival ahead of you, in a figure