Brand & design system
The Loop.
Build → ship → learn → repeat. One idea, one mark, two signal colours. Everything on this page is live code from the site.
01 /Logo
The mark is the process.
An infinity loop in two halves: cobalt for build, lime for ship. On screen, a white signal travels the loop. Keep clear space equal to the height of one loop on every side; never rotate, outline or recolour it outside the tones below.
02 /Colour
Mostly ink and paper. Signals, sparingly.
Roughly 90% ink and paper, 10% signal. Lime marks the one thing to do next; cobalt marks things you can click.
Tokens live in src/styles/brand.css.
- Ink
--ink · #0B0D10
Primary dark surface. Text on paper.
- Paper
--paper · #F3F4EE
Primary light surface.
- Lime
--lime · #C6F432
The ship signal. Main action on ink, highlights. Never as text on paper.
- Cobalt
--cobalt · #2B5BFF
The build signal. Links and actions on paper.
- Fog
--fog · #A0A7B2
Secondary text on ink.
- Graphite
--graphite · #4A515C
Secondary text on paper.
03 /Type
Grotesk to shout, mono to label.
Display XL
Space Grotesk 700 · clamp 44–88px · −4.5%
Keep shipping.
Display L
Space Grotesk 700 · clamp 36–68px · −4%
Build. Ship. Learn.
Display M
Space Grotesk 700 · clamp 28–44px · −3%
One job, done properly.
Body
Inter 400 · 16–18px · 1.6
Small, sharp software for real everyday jobs.
Label
JetBrains Mono 500 · 12px · +14% · uppercase
01 / Products
05 /Motion
Everything moves like a loop.
- Signal: one bright point travelling a path—the loop comet, the logo dot, the scroll bar.
- Rise: headlines slide up out of a mask, line by line.
- Ease:
cubic-bezier(0.22, 1, 0.36, 1)— fast out, soft landing. 180 / 420 / 800ms. - Respect: all motion stops for people who set reduced motion.
06 /Voice
Say the job, not the jargon.
Short sentences. Concrete verbs. Name the thing people get. No “leverage”, no “revolutionise”, no “AI-powered” as a selling point on its own.
SayMake ads from a link.
NotLeverage AI-powered creative synergies.
SayWho owes whom in seconds.
NotRevolutionise your group finance experience.
SayWe’ll tell you what’s not worth saving.
NotWe deliver best-in-class holistic solutions.