Branding
Guidelines for sales & marketing purposes.
Description
Selah helps you stick with the Bible, entirely over email. One chapter lands in your inbox each day and replies do everything: advance readings, save notes, pause delivery and change settings.
The pillars
- No app, just email. Progress, notes and settings, all from your inbox.
- Arrives like a letter. One chapter a day, within a window you choose.
- One chapter, one day. A pace people actually keep, no plans to fall behind on.
- No streaks, no guilt. Miss a day and the same chapter simply returns.
- Just you and the word. No feeds, no nudges, no clutter.
- Your pace, your rules. Split long chapters, pause weekends or start mid-book.
On AI: Selah uses AI only to understand your replies and run the email interface. It never writes, changes or interprets the Bible. The chapter you read is the real translation text, exactly as written.
Selah is deliberately not an AI Bible app. There are dozens of Bible chat and AI-companion apps now. The proof: it would work with no AI at all. AI just makes the email experience smoother behind the scenes, it's never the point. Lead with that. If someone wants specifics, AI only reads your replies (settings, search, help) and never the Scripture.
Logo
The wordmark is the only place Selah is uppercase. In prose it is always Selah.
- Keep clear space around the mark of at least half its width
- Don't recolour it. The mark sits on light backgrounds as it is
- Don't stretch, rotate or add effects
Colours
The palette for posts, images and anything outward-facing. Tap a colour to copy its hex.
Typography
Tap a font to copy its stack.
Line height is always font size plus 8px.
Voice
Quiet, contemplative, practical. Respectful of the reader's time and faith. Never preachy, never salesy, never performative. Scripture is treated as self-evidently worth reading. Selah delivers the chapter and gets out of the way.
What it is not: excitable, performative, hustle-coded, app-marketing-coded.
Agnostic by design: deliberately neutral on denomination and teacher. Catholic, Protestant, Anglican and Orthodox readers should all be able to use Selah without friction. No shibboleths in either direction. The text is the text; the reader brings their tradition to it.
Words to lean into
Words to avoid
Spiritual self-help: journey, walk with God, grow in your faith, deepen, transform, relationship with God, spiritual discipline, level up
Devotional industry: devotional (as what Selah is), quiet time, the Lord spoke, abide, dwell, soak
Evangelical marketing: share the Gospel, spread the Word, transformational, life-changing, encounter
App marketing: streak, reading plan, gamified, unlock, discover, join thousands
Topics we stay out of
Not wording, but subjects. Selah stays out of these whatever words you use, they're what keeps it open to every reader.
- No evangelism copy. Selah is for the reader’s own reading, not a tool to witness with.
- No prayer framing. Selah is reading, not prayer.
- No moral formation promises. Selah offers reading, not self-improvement.
- No doctrinal specifics. The text is the text.
- No prophecy or “a word for you today” framing.
- No politics.
Writing rules
- British English. Colour, personalised, honour.
- No em dashes. Use commas or restructure the sentence.
- No Oxford commas. Red, blue and green.
- Selah, never SELAH, in prose. Uppercase belongs to the wordmark.
- Commands are lowercase with the @. @read, @pause, @settings.
- Short sentences. Direct over clever. Calm authority, not hype. No exclamation marks.