BRAND GUIDE — V1.0 · 2026

Muted chrome. Bold pigment. Technical voice.

The identity stays quiet — warm paper, near-black ink, one monospace family — so the pigments themselves supply all of the color. This page is the reference for every A–Z touchpoint.

01 — LOGO

A–Z PIGMENTS

THE MARK. Three bars — raw material, milled pigment, finished color — stepping from pale to ink. Bars are always 2:6 width-to-height, gap ⅓ bar width.

LOCKUP. Wordmark set in IBM Plex Mono SemiBold, tracked +0.14em, always uppercase, en-dash between A and Z. Clearspace: one bar-height on all sides.

DON'T. No color in the bars, no rotation, no outlines, no gradients. On dark grounds, invert the bar sequence so the darkest bar reads lightest.

02 — COLOR

PAPER

#F6F4EF · grounds

CARD

#FCFBF8 · surfaces

INK

#22211D · text, actions

STONE

#6E6A5E · secondary text

HAIRLINE

#E3DFD3 · rules, borders

POWDER BLUE

#D7DEE8 · accent tint

SAGE

#DBE2D4 · accent tint

BLUSH

#EAD8D2 · accent tint

OCHRE

#EDE2C8 · accent tint

RULE. Pastel tints are markers, never grounds for text. Saturated color appears only as pigment — in swatches, product imagery, and the catalog strip — at full strength, uncorrected. The chrome never competes with the product.

03 — TYPOGRAPHY

IBM Plex Mono

One family, three weights. Every character the same width — the typographic equivalent of a spec sheet. No second typeface, ever.

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 · µm · °C · #·–→

Display500 · 32–52 · −0.03em

Heading600 · 16–19 · −0.01em

Body — specifications and prose, line-height 1.8400 · 12–13

LABEL — ALWAYS TRACKED, ALWAYS UPPERCASE400–500 · 10–11 · +0.14em

04 — VOICE

TECHNICAL & SPARE

State the fact, cite the number, stop. "ASTM I. 0.8–3 µm. REACH registered." Specifications are the copy.

NO SUPERLATIVES

Never "amazing," "vibrant," or exclamation marks. Provenance and chemistry carry the persuasion.

TRADE TO TRADE

Write to a buyer who knows pigments. Assume expertise; explain only what's unusual about ours.