A single-line wordmark set in Geist Medium, tracked tight, all-lowercase. The Cinnabar terminal — a perfect square sized to the x-height descender — is the brand's full stop. It says: we're done explaining.
Open neutral grotesque. Substitute: Söhne Buch, Neue Haas Grotesk 55, ABC Diatype.
Tighter than display-default. Read as one word, not seven letters.
Never a typographic period. Always a flat-edged Cinnabar square, baseline-aligned.
Use the terminal square itself as your unit of safety.
The wordmark scales from full text to monogram to wedge. Each variant earns its use: the full lockup for primary identity, the monogram for app icons and avatars, the wedge for textures and watermarks.
The wordmark must hold across every palette surface. Cream is preferred. Midnight is for contrast. Cinnabar is reserved for scarcity. Gold and Bone are supporting roles only — never primary.
Cut is a single-family system. Geist carries display, headlines and body; Geist Mono handles captions, specs and metadata. Everything below 14px is mono. Everything above 32px is lowercase.
Four surfaces that show how Cut behaves at the edges of the system — homepage, the product itself (dashboards we build for clients), stationery, and the keynote slide. Every artifact holds the ratio. Cinnabar appears once per surface.
Brevity is an AI & UX consultancy. We work with operators to rebuild dashboards, websites and AI systems around a single insight — the one the reader actually came for.
Motion in Cut is a punctuation, not a performance. Three reusable behaviors carry the entire system: the terminal beat, the cut-in, and the edit. Each runs once on entry, never on hover, never decorative.
The Cinnabar terminal pulses once when the wordmark enters frame. Subtle, slow, never looped on hover. The brand inhales, then settles.
Headlines wipe in left-to-right via a hard clip-path edge. No blur, no fade. The cut is visible — that's the point.
A demonstration: long copy reduces, on screen, to one word. Used sparingly — opening sequence, hero loop, end-of-deck.
Cut's voice is the partner who reads your deck once, deletes half the slides, and hands it back. Direct. Lowercase. No hedging. The smartest person in the room rarely raises theirs.
Cut is direction D · 02 in the Brevity identity exploration. This deep-dive expands the wordmark, type, applications, motion and voice into a complete working system, ready for production.
Pair this document with the master brand guidelines for full context. Next: choose finalists for stationery print test and motion logo build.