Brand Guidelines

02

Logo

The mark should always keep clear space around it equal to at least its own height. On light backgrounds it runs in ink; on dark backgrounds it runs in paper. There is no gradient, outlined, or multi-color version.

Don’t stretch, skew, rotate, recolor, or apply drop shadows to the logo. Don’t place it on busy photography without a solid color plate behind it.

03

Color

Paper and ink are the foundation of every page. Each accent is reserved for a single part of the studio, and sections use one accent at a time rather than mixing several:

• Coral — Bird of Paradise and primary calls to action.
• Saffron — Paperplanes and highlighted, secondary actions.
• Teal — Jheel and enterprise software.
• Cobalt — enterprise services and structural, informational sections.
• Rose — Chanting Seagulls and editorial, short-fiction content.

See the full palette with hex values on the Brand Assets page.

04

Typography

Yuyu is our display serif, reserved for headlines and moments that should feel handmade. Bricolage Grotesque carries body copy and interface text — it is legible, warm, and never decorative. Fragment Mono is used exclusively for eyebrows, labels, buttons, and anything that behaves like data or metadata.

Mono text is always set in uppercase with wide letter-spacing. Serif headlines are set tight, often at less than 0.9 line-height. Body copy stays relaxed and generously leaded for long-form reading.

05

Voice & tone

We write warm but unsentimental copy: short sentences, concrete nouns, very little exclamation. We’d rather undersell something true than oversell something forgettable.

Where our work touches real events or real people’s histories, our tone shifts to restraint. We don’t use tragedy for shock value, and we say so plainly rather than let the work speak for itself.

06

Imagery

Game art is hand-illustrated and painterly. Interface and marketing graphics are flat, geometric, and built from the same five accent colors as the rest of the system — no photography, no stock icon sets.

The paper-grain texture is reserved for dark, ink-colored sections only, at low opacity, to keep them from feeling flat and digital.

07

Usage & misuse

Please don’t:

• Recolor or add effects to the logo.
• Set body copy in Fragment Mono, or headlines in Bricolage Grotesque.
• Mix more than one accent color within a single section.
• Add shadows, gradients, or borders beyond the card and button styles shown on this site.
• Stretch, skew, or crop the mark to fit a layout.