A little order behind the curious.
Hello.
Meet The Mad Hatters.
Some dots are worth connecting.
These are the ones that make us, us.
01 / The identity
Quietly unmistakable.
Give the mark room to be itself. A simple silhouette, a flash of ice blue, and a wordmark that never needs to shout.
Keep its shape.
Use the supplied artwork at its original proportions. No stretching, cropping, outlines, or added effects.
Let it breathe.
Leave generous clear space. Start with a quarter of the mark’s width on every side, and give it more when the layout allows.
Choose its setting.
Use the version made for the background. Keep photographs, busy patterns, and text out from behind the mark.
02 / The palette
Night sky. Paper. A spark.
Charcoal and warm neutrals do most of the work. Ice blue brings the spark; deep teal carries readable accents on light surfaces.
Ice blue is for artwork and accents on dark backgrounds. For small text on paper or white, use deep teal.
CSS tokens ↓Color values ↓03 / Typography
A light touch.
Lato keeps the voice open and unhurried. Light for spacious headlines; regular for the details that need to be read.
Lato / Light 300 & Regular 400
Some dots are
worth connecting.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 & ? !
Use real text for headings and content. Use the supplied outlined wordmark for the brand signature.
Light wordmark ↓Dark wordmark ↓04 / For the team
A place for
the practical things.
Prepared artwork, brand kits, and guidance for the places we work. All together in our team workspace.
Keep it simple.
Keep it us.