Brand guidelines · v1.0 · October 2026

First light
over the ridge.

Download the brand kitZIP · logos, avatar, animations

New Standard is a sun just clearing the horizon. It's the quiet moment the day begins, which is how we want technology to feel. Warm sky, layered violet ridges, calm type. These pages show how to use it.

02 · Space, size and misuse

Give it room.

XHorizontal logo with clear space

Clear space is X, the height of the capitals, on every side.

Horizontal · min 120 px / 30 mm wide
Stacked · min 80 px / 20 mm wide
Icon · min 16 px; small-size cut under 48 px

Minimum sizes.

Don't stretch or squash.
Don't rotate.
Don't use ink on low-contrast color.
Don't add shadows or effects.

03 · Color

Sky above, ridges below.

Text is always Ink on light grounds, and Paper or Sun on dark. Mid ridge is the color for links and small labels on Paper. Click a swatch to copy its hex.

04 · Type

Three voices.

All three are free on Google Fonts. The wordmark is DM Sans Medium, tracked wide, and supplied as outlines, so never retype it.

Aa

Make technology invisible.

Fraunces · Light 300
Headlines and statements. Tight tracking, sentence case.

Get Fraunces
Aa

We use the best of technology to amplify the best of humanity. Body copy at 17–19 px.

DM Sans · 400 / 500
Body, UI, and the wordmark.

Get DM Sans
Aa

Signal · October 5, 2026

DM Mono · 400
Eyebrows, dates, labels. Uppercase, +0.18em.

Get DM Mono

05 · Illustration

One landscape, everywhere.

Avatar crop

Ridges fade with distance

Far ridges are long, low and pale; near ones are bigger and darker, sit further apart, and lean different ways. Rounded summits, flat color, no outlines.

One sun, on the horizon

A half-disc in Sun with a Paper ring, rising from behind the farthest ridge. In the avatar its base sits on the circle’s centerline.

Crops become structure

Heroes, section breaks, cards and the avatar are all crops of the same scene, in the same dawn colors. Products don’t get their own palettes.

06 · Motion

Slow, quiet, and optional.

Arrival

Sunrise

Homepage only: twilight lifts and the sun rises from behind the ridges over about three seconds, then the text fades up.

Idle

Drift

Ridges drift sideways at different speeds, 14–24 seconds per cycle. The sun's glow breathes.

Depth

Parallax

Scroll and cursor move each layer by its distance: the sun least, the near ridge most.

Respect

Reduced motion

If someone has asked their device for less motion, everything is still and fully visible.

Animated files

Avatar sunrise

6 s · 1080 × 1080. The full sunrise, ending on the still avatar. For posts and reels.

MP4

Avatar loop

8 s · 1080 × 1080. Seamless loop: the ridges drift and the sun's glow breathes.

MP4

Landscape loop

12 s · 1920 × 1080. Seamless loop for presentations, events and video backgrounds.

MP4

Everything in one file.

Every logo in ink, cream and white as SVG and PNG, plus the avatar, favicon, app icon, link preview and the animated files.

Download the brand kit