§ 00 — Palette

Site colors

§ 00Palette · production tokens

what ships on brevity.co.

Five core solids plus UI extensions. Values below match assets/brevity.css — the single source of truth for the live site. CMYK builds are rounded for print; match HEX on screen.

cream

Page background · parchment ivory · primary light surface

HEX: #F5EBD9
RGB: 245 · 235 · 217
CMYK: C0 · M4 · Y11 · K4
CSS: --cream · --bg

navy

Primary text · footer · dark bands · inverted hover states

HEX: #0E1B2D
RGB: 14 · 27 · 45
CMYK: C93 · M78 · Y42 · K85
CSS: --navy · --fg

cinnabar

Accent · wordmark terminal · links · primary CTA on featured tiers

HEX: #C0411F
RGB: 192 · 65 · 31
CMYK: C0 · M78 · Y88 · K25
CSS: --red · --cinnabar

camel · gold

Gold band · chart highlight · stationery monogram field

HEX: #C5A57C
RGB: 197 · 165 · 124
CMYK: C18 · M28 · Y45 · K8
CSS: --camel · --gold

warm

Secondary surface · dashboard mock background · ghost button hover

HEX: #E8E1D4
RGB: 232 · 225 · 212
CMYK: C5 · M7 · Y14 · K0
CSS: --warm · --surface

cinnamon

Solid button fill · nav CTA · selection highlight pairing

HEX: #CE6143
RGB: 206 · 97 · 67
CMYK: C0 · M65 · Y78 · K19
CSS: --cinnamon · --btn-bg

midnight soft

Dark-mode surface · ghost button background · elevated panels

HEX: #1A2740
RGB: 26 · 39 · 64
CMYK: C74 · M58 · Y32 · K78
CSS: --surface (dark)

cinnabar deep

Button hover · pressed CTA state

HEX: #A33419
RGB: 163 · 52 · 25
CMYK: C0 · M80 · Y92 · K36
CSS: --btn-bg-hover

gold soft

Supporting gold tint · subtle warmth in brand applications

HEX: #D4BB95
RGB: 212 · 187 · 149
CMYK: C12 · M20 · Y38 · K5
CSS: --gold-soft

§ 00Semantic · opacity tokens

Token	Value	Use
--navy-56	rgba(14, 27, 45, 0.64)	Muted body copy · nav links · metadata
--navy-12	rgba(14, 27, 45, 0.12)	Default borders · rules
--navy-06	rgba(14, 27, 45, 0.06)	Row hover · subtle fills
--border-strong	rgba(14, 27, 45, 0.22)	Button borders · emphasis rules (light)
--accent-on-bg (dark)	#E26545	Accent on dark backgrounds · dark-mode links
--btn-ghost-bg-hover (dark)	#243352	Ghost button hover on navy surfaces
--fg-muted (dark)	rgba(245, 235, 217, 0.64)	Muted copy on navy surfaces

§ 01 — Wordmark

Construction

§ 01Wordmark · anatomy

construction.

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.

Cap line · 168px

Tracking · -5.5%

Baseline

Terminal · 0.19em²

brevity

Family

Geist Medium

Open neutral grotesque. Substitute: Söhne Buch, Neue Haas Grotesk 55, ABC Diatype.

Tracking

letter-spacing: -0.045em

Tighter than display-default. Read as one word, not seven letters.

Terminal

0.19em square · Cinnabar

Never a typographic period. Always a flat-edged Cinnabar square, baseline-aligned.

Clear space

≥ 1× terminal on all sides

Use the terminal square itself as your unit of safety.

§ 02 — Lockup family

One word, several positions

§ 02Wordmark · lockup family

one word, several positions.

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.

L · 01Primary wordmark · cream

brevity

— preferred lockup. Use at 32px and above.

L · 02Reversed · midnight

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— dark sections, footers, full-bleed quote moments.

L · 03Cinnabar · scarce only

brevity

— rare. Major launches, event keynotes, the back of a single piece of swag.

L · 04aMonogram

— app icon · midnight

L · 04bMonogram

— launch · cinnabar

L · 04cMonogram

— print · outline

L · 04dMonogram

— stationery · gold

L · 05Stacked lockup

brevity

AI & UX consultancy · est. 2026

— business documents, contracts, footers.

L · 06Inline descriptor

brevity

An AI & UX consultancy Est. New York · 2026

— website footer, signature blocks.

§ 03 — Color

Five fields, one mark

§ 03Color · the mark in five fields

five fields, one mark.

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.

brevity

F1 · Warm cream

brevity

F2 · Bone

brevity

F3 · Midnight

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F4 · Cinnabar — scarce

§ 04 — Type

Geist, in three voices

§ 04Type · cut-tuned scale

geist, in three voices.

Geist carries the wordmark, display, headlines and body; Geist Mono handles captions, specs and metadata; Instrument Serif appears only in pull quotes. Everything below 14px is mono. Everything above 32px is lowercase.

Display

cut until it's clear.

Geist Medium
96 / 84 · -5.5%

life's too short for ambiguity.

Geist Medium
56 / 53 · -4%

we audit AI features and the interfaces around them.

Geist Medium
32 / 34 · -3%

H3 · UI

Engagement, last 28 days

Geist Medium
20 / 24 · -2%

Body

Brevity is an AI and UX consultancy. We work with operators to ship interfaces that respect the reader's time — replacing dashboards with answers, and AI surface with AI insight.

Geist Regular
17 / 26

Pull quote

we cut dashboards into answers.

Instrument Serif Italic
28 / 36 · -0.5%

Mono · spec

build: 2026.05.11 · sha 8a3f1c · primary cta · 6% · ratio held · §

Geist Mono
13 / 20 · +4%

Eyebrow

§ Case study — Vol. 02

Geist Mono
11 / 13 · +18%

§ 05 — Applications

In the world

§ 05Applications

in the world.

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.

5 · 1Website · hero

brevity.co · /index

brevity.co

brevity

Book a 30-min audit

we cut dashboards
into answers.

No. 01What we do

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.

Start an audit → Read case studies

Trusted byoperators at series-B to public-market companies est. 2026 · NYC · London

5 · 2Product · the dashboard we'd ship

/clients/atlas-fintech/engagement

internal · v3.4

§ The insight — for this week

checkout fell 11% the day you shipped smart-prompts.

conversion−11.4%

time-to-purchase+38s

AI cost / order+$0.21

Checkout completion · daily%

Apr 14Apr 21Apr 28May 05

What changedevents

smart-prompts shippedMay 02▌

pricing copy v2Apr 26—

onboarding length cutApr 19+

model swap → Haiku 4.5Apr 11—

5 · 3Stationery · business card

3.5 × 2 in · Mohawk Superfine

No. 01

brevity

Name

Iliana Cole

Role

Principal · AI & UX

iliana@brevity.co

Phone

+1 (212) 555 0182

No. 01 · verso

life's
too short
for ambiguity.

Studio

115 Bowery, NY 10002

No. 01 · launch edition

brevity

we cut dashboards into answers.

5 · 4Keynote · slide titles

1920 × 1080 · Cut deck

§ 01 — Diagnosis01 / 12

your AI ships surface,
not insight.

§ 07 — What we do07 / 12

we cut until
only the answer
is left.

§ 06 — Motion

Behaviors, not animations

§ 06Motion · three behaviors

behaviors, not animations.

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.

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m · 01 — terminal beat

The Cinnabar terminal pulses once when the wordmark enters frame. Subtle, slow, never looped on hover. The brand inhales, then settles.

cut until it's clear.

m · 02 — cut-in

Headlines wipe in left-to-right via a hard clip-path edge. No blur, no fade. The cut is visible — that's the point.

brevity.

m · 03 — the edit

A demonstration: long copy reduces, on screen, to one word. Used sparingly — opening sequence, hero loop, end-of-deck.

§ 07 — Voice

Say the thing

§ 07Voice · how Cut sounds

say the thing.

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.

Headline

Write

we cut dashboards into answers.

Skip

Unlock next-generation insights with AI-powered analytics.

Subhead

Write

an AI & UX consultancy. short, valuable insight — fast.

Skip

A passionate team revolutionizing the future of human-AI collaboration.

CTA

Write

book a 30-min audit.

Skip

Get started for free today — no credit card required!

Outbound

Write

three things in your dashboard are buried. happy to send them over.

Skip

Hi! I'd love to jump on a quick call to explore synergies!

Error state

Write

that didn't go through. try once more.

Skip

Oops! Something went wrong. Please try again later.

cut until
only the
answer
is left.

§ 08Colophon

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.

Document

Direction Deep-Dive · v1

Direction

Cut · D · 02

Palette

Candlelit study

Sign-off

brevity

Brevity — Cut Direction Deep-Dive D·02

what ships on brevity.co.

cream

navy

cinnabar

camel · gold

warm

cinnamon

midnight soft

cinnabar deep

gold soft

construction.

one word, several positions.

five fields, one mark.

geist, in three voices.

in the world.

we cut dashboardsinto answers.

checkout fell 11% the day you shipped smart-prompts.

your AI ships surface,not insight.

we cut untilonly the answeris left.

behaviors, not animations.

m · 01 — terminal beat

m · 02 — cut-in

m · 03 — the edit

say the thing.

cut untilonly theansweris left.

we cut dashboards
into answers.

your AI ships surface,
not insight.

we cut until
only the answer
is left.

cut until
only the
answer
is left.