Branding¶
Created 2026-10-29. Chosen on 2026-10-29: logo B8 and palette Mineral Spa. The name is confirmed. The logo is a sketch that a designer redraws before printing.
This page collects the brand: the name, the logo and the colours. Under Colours: the full set you can switch between colour palettes and see how the website, Instagram, Google, the gift voucher and the business card would look in each one.
Name¶
Name: Alpform & Flow. Full business name: Alpform & Flow Massage.
- Alp: the Swiss mountains. Form: body shape. Flow: relaxation and a sense of lightness. Together: what an anti-cellulite massage does, shape and relax.
- The "&" always has a space on both sides, like the word "and". Without spaces it is only used in short letter abbreviations (H&M, B&B).
- Where spaces and "&" are not possible, the name is written as one word: alpformflow.
| Where | How it is written |
|---|---|
| Logo, sign, website title | Alpform & Flow |
| Google, Facebook page name, register entry, invoices | Alpform & Flow Massage |
| Web address, social handles, email | alpformflow (alpformflow.ch, @alpformflow) |
- "Massage" on Google: the Google Business Profile name must be the real business name as written on the sign and invoices; extra words are against Google's rules. If "Massage" should show on Google, it must be part of the official name.
Name checked (2026-10-29)
Swissreg has no trademark "Alpform", and no other business uses the name "Alpform & Flow". A company called Alpform GmbH (Altendorf SZ, fitness and health) exists; its name is different and it has no trademark, so we go ahead with Alpform & Flow.
Domain¶
Main domain: alpformflow.ch. The website, the email (info@alpformflow.ch) and every printed item use only this address.
| Domain | Use | Status on 2026-10-29 |
|---|---|---|
| alpformflow.ch | Main domain: website and email. The only one we register now | registered (Infomaniak) |
| alpform-flow.ch | Optional, later: redirect for people who type a hyphen | free |
| alpformflow.com | Optional, later: redirect for tourists who type ".com" out of habit | free |
| alpformflow-massage.ch | Optional, later: redirect, only if we want "massage" in an address on a flyer | free |
Each extra domain costs about CHF 15 a year [verify]. Availability changes; check again just before registering.
Why no hyphen
The domain should be spelled exactly like our social media handles: alpformflow.ch and @alpformflow. Most social networks do not allow a hyphen in the account name (username), so alpform-flow.ch could never match them:
| Platform | Hyphen "-" in the account name? | Allowed separators |
|---|---|---|
| no | . _ |
|
| Facebook page | no | . |
| TikTok | no | . _ |
| X (Twitter) | no | _ |
| no | _ |
|
| YouTube | yes | - . _ |
| LinkedIn page | yes | - |
The display name (the bold name on a profile) can contain almost anything (on Instagram up to 30 characters), for example "Alpform & Flow Massage Saanen". Only the account name, the part in the profile address (instagram.com/alpformflow), has these limits. Without separators the name is the same everywhere, and nobody has to remember where a hyphen, dot or underscore goes. Hyphens also get forgotten when the address is said out loud ("alpform Bindestrich flow").
Why not "massage" in the main domain
- Almost everywhere people see the address, something next to it already says "massage": the Google category and business name, the Instagram name field, "Massage · Saanen" under the logo on cards and vouchers. Search engines rank on the Google profile, reviews and page content, not on words in the domain.
- Long domains are hard to say, type and fit on a card (
info@alpformflow-massage.ch), and they no longer match the social handles (@alpformflow). - Not alpform-massage.ch: it drops "Flow", and "Alpform" on its own is the part that overlaps with Alpform GmbH (who probably own
alpform.ch). It would look like a branch of their company.
Where "massage" goes instead
- Page addresses:
alpformflow.ch/de/anti-cellulite-massageand similar. Google shows these in search results. - Google Ads: the display address can show
alpformflow.ch/Massageat no cost. - Print: "Massage · alpformflow.ch".
Logo: B8¶
A woman lying on the massage table, mountains behind her, the table line below. The drawing tells the whole name: the mountains are the Alp, the body is the form, the calm lying position is the flow. Chosen on 2026-10-29 after three rounds of sketches (B1–B14).
- This is a sketch. Before printing, a designer redraws it: line weights, proportions, a one-colour version for stamps and embroidery, and files for print (SVG, PDF) and the web (SVG, PNG).
- Below the logo it says "Massage · Saanen" in small letters. The logo itself says "Alpform & Flow".
- Fonts: Cormorant Garamond for the name and headings, Jost for text. Both are free (Google Fonts) and can be hosted on our own website.
Colours: the full set¶
Chosen: Mineral Spa. Dark teal, light mint-white, soft sea-green and a warm copper accent:
| Role | Colour | Used for |
|---|---|---|
| Dark | #1F4D4F |
text, logo, dark backgrounds |
| Light | #EDF4F2 |
page background |
| Neutral | #BFD6D2 |
soft areas, lines |
| Accent | #C98E66 |
mountains in the logo, buttons, highlights |
The viewer below opens on Mineral Spa. The other palettes stay for comparison.
Each palette has four colours: a dark one (text and backgrounds), a light one (page background), a soft neutral and an accent. Use the ← and → buttons (or the arrow keys) to switch palettes, or click a colour strip to jump to one.
- "Text contrast" is the ratio between the dark and the light colour. 4.5:1 or more is easy to read for everyone (WCAG AA); all palettes here meet it.
- Screens show colours differently. Check printed samples before ordering cards, vouchers or a sign.
Next steps¶
- Name: checked; the domain
alpformflow.chis registered (2026-10-29). Take the handle @alpformflow on Instagram, Facebook and TikTok. - Designer: redraw logo B8 in Mineral Spa and deliver the files.
- Then update
business.yml, the website prototype and these docs with the real name and domain.