Brand

Assets and usage for press, social, and integrations.

Identity

Wordmark

aeqi

Zen Dots, shade, lowercase. Say eh-kee — rhymes with trekkie, the same in German and English. One unit; never split, never in body copy. The line beside it: Start a company that runs itself.

Brandmark

æ — the wordmark’s first two letters fused into one glyph: one from two. Same type, no ground of its own. Favicon, app icon, avatars, square placements.

Anatomy

baseline

cap height

aeqi

Typeface

Zen Dots

Weight

400

Tracking

Color

#233542

Say it

eh-kee

Clear space

1× æ height

Min size

14px · brandmark 16px

Brandmark

Four letters, one sound. The brandmark is the first two fused into æ — the old letter that makes one from two, which is what the product does with a company and a computer. Never split, never restyled, never in body copy. Beside the wordmark the line reads “Start a company that runs itself.”; in the product the coloured orbs belong to the agents, never to the mark.

Typography

Zen Dots

aeqi

Wordmark only. Never body copy.

Ibarra Real Nova

Aa Bb Cc

Display serif — titles only. Sharp, institutional; the one warm voice against the geometry. 400–700.

Exo 2

Aa Bb Cc

Working text — body, sub-heads, eyebrows, UI, names. 300–700.

Geist Mono

0123

Figures only — counts, prices, timestamps, identifiers. Never prose.

Color

Warm marble and charcoal ink — roughly 70% paper, 28% ink, 2% graphite action. One gold signal on top. Depth comes from value contrast, never drop shadows; nothing on the surface is decorative.

Ink

Primary

#1a150f

Titles.

Text

#1a150f

Body copy.

Secondary

#534534

Lead, captions.

Muted

#706354

Eyebrows, section marks.

Surfaces

Paper

--color-paper

#f6f0e7

The outer shell — warm pale, never grey.

Card

--color-card

#fefbf7

The reading surface — whisper-tinted off-white, not flat white.

Ink slab

--color-ink-card

#1a150f

The rare dark moment — brand-weight panels only.

Action

Graphite

--color-accent

#1a150f

The one action accent: wordmark, primary CTA, focus, selection. Black means “the thing you do.”

Graphite wash

--color-accent-bg

#1a150f0f

Translucent wash for pills, callouts, and active state.

Dawn gold

Gold

--color-warmth

#c5984e

The living signal — a running company, a streaming session, the active step.

Gold line

--color-warmth-strong

#907449

Drawn gold lines and rings that must hold contrast.

Gold text

--color-warmth-text

#825e1e

Gold at readout sizes — 5.4:1 on paper.

The gold law: dawn gold marks only what is alive now. A heartbeat, never a highlighter — it is never brand fill, never decoration, and never the action accent.

Status

Success

--color-success

#35644c

Completed work, resolved events.

Warning

--color-warning

#845529

Warnings and pending states.

Error

--color-error

#84453f

Errors and destructive actions.

Informational states carry no color of their own — they read in ink. The only cool value in the system is the shade, and it is a ground, never a status.

Shade

--color-mark

#233542

The wordmark, the brandmark tile, the serif titles.

The shade is not a blue accent — it is the cool half of one complementary pair. Dawn gold sits at hue 37 and the shade at 204, which puts them 174 degrees apart. Neither was chosen: warm light and cool shadow are the same law seen twice, so the pair fell out of the plates. Use it for the mark and the serif titles on light surfaces. Never as a status, never as an accent, never saturated.

Iconography

Outline strokes, rounded caps, 1.5px weight. Icons inherit color via currentColor.

Stroke width1.5

Line capround

Line joinround

Default size20 × 20

Compact size16 × 16

ColorcurrentColor

chevron

arrow

check

grid

book

link

info

copy

plus

Do — stroke, not fill. Filled marks are reserved for third-party brand glyphs (GitHub, X, LinkedIn).

Do — inherit color via currentColor.

Don't — mix stroke weights in the same view. For emphasis, adjust opacity, not stroke.

Usage guidelines

DoSet the wordmark in Zen Dots, lowercase, shade (#233542) on paper or white, and paper on a dark ground. Keep clear space of at least 1× the "æ" height on all sides.

DoTreat the wordmark as one unit. Never split the four letters.

Don'tRecolor, rotate, stretch, or add effects. Shade is the identity colour and the only blue the mark ever wears — a saturated blue accent, a navy or cyan substitute, or a blue-tinted paper are all still wrong.

Don'tLowercase the brand in body copy. In text the name is written "AEQI" — the lowercase "aeqi" form is the wordmark only.

Product register — Monument

Inside the product the brand warms: pages are paper, structure is drawn in warm hairlines, and one dawn-gold accent is reserved for what is alive right now. The register is governed by written laws, machine-enforced in the app codebase.

The palette is two halves of one wheel. Paper and dawn gold are the warm half, sampled from the hero, whose every dominant colour sits between hue 26 and 32. The shade family is the cool half, sampled from the footer plate, whose every dominant colour sits between hue 203 and 206. Gold measures 174 degrees from the stone — a complement the canon produced rather than one anybody picked, because warm light and cool shadow are the same law seen twice. The shade is what this brand uses where another would reach for black.

Gold marks life — only what is alive now wears the dawn. Position is ink.
Actions are round (pills); surfaces are geometric; seals carry identity.
Depth is light, not weight — nothing lifts, rings warm.
Four voices, never a fifth — serif titles, sans working text, mono figures, and the wordmark.

Scenery

One monument, three exposures. Every plate is the same place, same stone, same single gold source — so they must never be mixed with imagery from anywhere else. Each arrives already graded for the surface it sits on; do not add a veil, a scrim or a brightness filter on top.

A colossal cream marble ring standing on a dawn plaza, its interior lit with gold leaf, marble spires behind and shallow steps descending to still water. — The approach
Landing hero
Exterior · high-key
The left 40% is held near-white and empty — the headline sits there.
1916 × 821 · 54 KBWebP ↓

The same marble ring at dusk, its gold interior lit against a blue evening sky, the spires dark behind it and the still water holding the light. — The ring at dusk
Landing close
Exterior · dusk
The page ends where it began, at nightfall. The promise and the field sit on the darker left half.
1376 × 688 · 33 KBWebP ↓

The marble ring whole against a pale dawn sky, spires behind it, the still basin below holding its reflection across the lower half. — The ring in the water
App sign-in
Exterior · high-key
The reflection fills the lower half — the statement line rests on the water.
1600 × 2000 · 89 KBWebP ↓

Social banners

Cut to each platform's ratio at twice its display size. The aeqi wordmark is the masthead in the top-left corner, clear of the avatar in the lower-left; the promise in Ibarra Real Nova stands on its own; the ring closes the right. The same faces the landing uses, and nothing else. The profile picture is the brandmark on the shade, full-bleed for any crop.