Part 1: Brand Essentials
This Brand Bible documents the identity of Simsalasim – a digital pioneer in eSIM and global mobile connectivity. It serves as the definitive reference for all internal teams, partners, and AI systems.
Who is Simsalasim?
Simsalasim is an eSIM provider on a mission to revolutionize the telecommunications industry – the way Stripe transformed online payments, Uber reshaped transportation, and Netflix redefined entertainment.
Brand Definition: We are digital pioneers committed to creating the best possible products, empowering everyone worldwide to reach their full potential through seamless and intuitive internet connectivity – free from borders and barriers.
Mission
We dare to revolutionize global internet access, unlocking knowledge and connection for everyone to drive humanity to new heights. We don’t just follow technological evolution – we shape it.
Vision
Life could be so simple. Just say a magic spell and everything works seamlessly by itself. Anytime and anywhere. That’s why we set out to make exactly that possible for mobile internet. With a revolutionary eSIM solution that democratizes data access and enables it for anyone. Anytime and anywhere. To connect people around the globe and unlock the full human potential. A solution so simple yet intuitive that everything works seamlessly by itself. As if it were magic. And that’s why we call it: Simsalasim
Brand Positioning
The Telecommunications Market Today
The industry is characterized by:
- Barriers & borders
- Difficulty & friction
- Lack of transparency
- Outdated approaches
- Slow innovation
- Legacy systems
Simsalasim’s Position
MVNO Market: Young & Loud – strategically aligned with younger demographics using a unique communication approach. eSIM Provider Market: Same game, different league – quality unmatched by competitors.
Tonality & Brand Character
Simsalasim communicates across four dimensions:
1. Human
Despite our unique technological progress, we never lose sight of the human touch. We are limitless. We never forget whom we do this for.
2. Inspiring
Through our offering to explore the world and harness potentials, we demonstrate what’s possible. We inspire an entire industry with our products and approach.
3. Simple
We are minimalist and concise. Our products are not complex but easily accessible to everyone. Despite access to boundless knowledge, we simplify access so that no one feels overwhelmed.
4. Redefining
With bold competence – we’re not doing this for the first time. We know the world, the technology, the playing field, and the other players. We think big, think beyond boundaries, strive for excellence. We set our own rules. We define a new standard.
Logo
Origin & Meaning
The Simsalasim logo combines the three "S"s from the name with the imagery of two hands touching within a globe – symbolizing connection and unity.
Logo Variants
| Variant | Usage |
|---|---|
| Horizontal (Main) | Primary version, default choice |
| Vertical | When the full logo is needed but horizontal space is limited |
| Logo Mark | When space is limited and/or the wordmark is redundant |
Minimum Size
- Horizontal logo: 24 px height
- Vertical logo: 44 px height
- Logo Mark: 24 px height
Color Usage
The logo may only be used in:
- Primary Black on light backgrounds
- Primary White on dark backgrounds
Colors at a Glance
Primary Palette
Dark Mode
| Name | Hex | Usage |
|---|---|---|
| Black | #000000 | Backgrounds |
| Gray 900 | #151414 | Cards |
Light Mode
| Name | Hex | Usage |
|---|---|---|
| Gray 100 | #F5F4F4 | Backgrounds |
| White | #FFFFFF | Cards |
Purpose Colors
| Purpose | Color |
|---|---|
| Success | Green (#04DC74) |
| Warning | Orange (#ED8C1D) |
| Danger | Red (#EB3743) |
| Reward | Purple |
| VPN | Blue |
| Focus | Blue |
Typography at a Glance
Primary Font: Object Sans
| Weight | Usage |
|---|---|
| Object Sans Bold | Headlines, bold copy |
| Object Sans Regular | Headlines, copy, info text, tags, badges, links, buttons |
Fallback Font: DM Sans
Line Length
- Optimal: 50–60 characters per line
- Acceptable: up to 75 characters
Spelling & Terminology
| Term | Rule |
|---|---|
| Simsalasim | First "S" always capitalized |
| Auto-Renew | Always written this way |
| Simsalasim Rewards | Never "Rewards-Program" |
| XX GB | Always a space between number and GB |
| Re-Boost | Always capitalized |
| eSIM | Never "e-sim" or "Esim" |
| German "Du" | Du, Dich, Deine always capitalized |
Visual Language at a Glance
Concept: Tech Meets Emotion
Red symbolizes emotion, energy, and human connection. Blue represents technology, innovation, and Simsalasim’s tech-forward identity.
Key Principles
- Dynamic Lighting: Gradients and glow effects merge blue and red
- Contrast & Interaction: Balance between technological precision and emotional warmth
- Focus on People: Humans are central, celebrating diversity and individuality
- Modern & Futuristic Themes: Settings, poses, and props emphasize forward-thinking character
Competitive Landscape: MNO vs. MNA vs. Simsalasim
Light MVNO (e.g. traditional eSIM providers)
Light Mobile Virtual Network Operators rent network access from one MNO.
- + Owns core and network (via host MNO)
- − Only single IMSI — restricted to one network and country
- − Heavy reliance on MNO — only differs in marketing and billing
MNA (Mobile Network Aggregator)
Mobile Network Aggregators choose the cheapest MNO, often from a third country, causing high latency and low throughput.
- + Cheap, multi-destination coverage
- − High latency — data routed through distant third-country MNOs
- − Low throughput — dependent on MNO quality and routing
- − Fully dependent on MNOs for everything
Simsalasim
Our Global Cloud Core Network ensures complete control, greater efficiency, and multi-MNO connectivity.
- + Cost-effective and independent
- + High throughput and low latency via Dynamic PGW routing
- + Multi-destination without roaming
- + Multi-IMSI — automatic best-network selection
- + Innovation playground — own stack enables features no MVNO or MNA can build