Identity
A visit is a line. A user is a dot. Stuck is the dip the dot cannot leave.
That sentence is the whole identity. The name carries it, the logo draws it, the site moves by it and the reports are built on it. Everything below follows from it.
Logo
The dip is in the name.
The word is set tight in Anybody. One letter is let out to its full width: the u of stuck. It becomes the dip, and the dot sits in it. Nothing else is drawn.
Wordmark on felt
Wordmark on paper
Wordmark on the dot’s colour
Symbol
Symbol on paper
App tile
- Keep one dot’s width of clear space around the mark.
- The dot is always the dot colour, except in one-colour print, where it takes the colour of the letters.
- Never redraw the wide u, move the dot out of it, or add a second dot.
- The files are generated from the typeface by
bun run brand. Change the generator, not the files.
Colour
Felt, paper, and one dot.
A deep green ground, like the cloth of a games table: calm enough to study a problem on. Warm paper for reading. And one loud colour that means a single thing, the person.
- felt
#0c3a2dThe ground. Calm, deep, where the line runs.
- feltDeep
#082a20A darker ground for the stage and for depth.
- paper
#f6f0e4Reading ground and the colour of type on felt.
- ink
#10201aType on paper.
- dot
#ff6faeThe user. One dot, the action, the stuck point. Never decoration.
- dotInk
#b3125bThe dot’s colour when it has to be small text on paper.
- mint
#bfe8d2Flow: the part of the line already travelled, quiet labels on felt.
| paper on felt | Where they stopped | 11.2 : 1 |
|---|---|---|
| paper on feltDeep | Where they stopped | 13.6 : 1 |
| mint on felt | Where they stopped | 9.5 : 1 |
| dot on felt | Where they stopped | 4.9 : 1 |
| dot on feltDeep | Where they stopped | 6.0 : 1 |
| ink on paper | Where they stopped | 14.9 : 1 |
| felt on paper | Where they stopped | 11.2 : 1 |
| dotInk on paper | Where they stopped | 5.9 : 1 |
| felt on dot | Where they stopped | 4.9 : 1 |
| ink on dot | Where they stopped | 6.5 : 1 |
| ink on mint | Where they stopped | 12.6 : 1 |
Type
Three voices.
Anybody · display
Where they stuck
Headlines, set narrow and heavy. The width axis is the brand’s gesture: a letter may widen only to become the dip, and only the u of stuck does.
Instrument Sans · text
The Confirm button stays below the edge and cannot be scrolled into view.
Everything meant to be read. Plain, warm, unhurried.
Geist Mono · evidence
00:14 Taps Checkout. The banner receives the tap
Labels, times, measurements and anything that is evidence.
The line
One drawing, used everywhere.
Progress is the line. The travelled part is solid mint, the part ahead is dashed. The dot is where the person is. When it is in the dip, someone is stuck; when the line is whole, someone finished.
- Your site
- A goal
- The try
- Stuck
- Evidence
- Real audit
- Your site
- A goal
- The try
- Stuck
- Evidence
- Real audit
- Motion has one story: the dot rolls, drops, tries to climb out, and is released when the evidence arrives.
- Nothing else on a page moves. People who ask for reduced motion get the same drawing, still.
- The dot’s colour marks the person or the one action that moves them on. It is never a decoration.
Voice
What they wanted. Where they stopped.
Specific, calm and humane. We name a person and a goal, then the exact point it ended. No alarm, no cheer, no jargon, and never more certainty than the evidence gives.
| We say | We do not say |
|---|---|
| Sam wanted to book Thursday. The Confirm button was below the screen. | Critical UX failure detected in booking funnel. |
| Nobody on a small phone can pay. | Conversion may be impacted on some devices. |
| We are not sure. The evidence does not settle it. | Potential issue identified. |
| Nothing to report. The goal could be finished. | Great news! Your site passed with flying colours! |