Brand Identity Summary
One-page reference for designers, developers, and vendors — everything you need to apply this brand correctly.
Primary
Clear space: minimum = height of logo mark on all sides. Minimum width: 120px digital, 1" print. Never stretch or recolor.
Charcoal
#1C1C1E
Primary bg, text, logo fill
Cream
#FAF9F7
Page bg, light surfaces
Amber Gold
#E8A427
Primary accent, CTAs, highlights
Warm Amber
#D97706
Secondary accent, hover states
Slate
#6E6E73
Body text on light bg
Deep Slate
#4A5568
Subheadings, dark surfaces
Border Gray
#E5E5EA
Dividers, borders, inputs
Alert Red
#EF4444
Errors, urgent call-outs, badges
Display / Headlines
Playfair Display
Aa Bb Cc — Headlines, hero text, brand voice
Google: Playfair Display · Fallback: Georgia, serif
Body / UI
DM Sans
Body copy, navigation, buttons, labels
Google: DM Sans · Fallback: Arial, sans-serif
Code / Meta
JetBrains Mono
#1C1C1E · RGB 28, 28, 30
Google: JetBrains Mono · Fallback: Courier New
Do
- Use primary on light backgrounds, reversed on dark backgrounds
- Scale proportionally — never stretch, skew, or rotate
- Maintain clear space = 1× mark height on all sides
- Use monogram for app icons, favicons, social profiles
- Pair logo with ample white space
Don't
- Do not recreate, redraw, or modify the logo mark
- Do not apply shadows, gradients, or effects to the mark
- Do not use the logo on busy photographic backgrounds
- Do not change the amber gold color (#E8A427)
- Do not use below 24px height or 120px wide
Confident, Not Arrogant
We know our craft. Share that knowledge without needing to prove anything. No boasting, no hedging.
Direct and Decisive
Short sentences. Clear recommendations. When we give advice, we mean it.
Warm with Edge
Genuine care is visible in every word. A bit of personality, a bit of wit. Never mean, never cold.