//AI Native Lab · Brand guide v2.3.0
Warm paper, one hot accent, and nothing that isn't doing a job.
Every other AI company defaults to a dark cockpit and electric blue. Since Labs is cream, terracotta and a serif — because we sell the judgement of people who have already done the work. This is the system that keeps that true across the site, the product, and everything we send out.
Paper is the ground
#F7F5F2 — not white, not black. Roughly 60% of any surface. The warmth is the differentiation.
Terracotta is a scalpel
About 10% of a surface. #C4602A fills; #A34A1F is what you read. When everything is accented, nothing is.
Three faces, three jobs
Lora for what you feel. DM Sans for what you do. Geist Mono for what the machine said.
//Assets
Download the logo
SVG and PNG, light and dark grounds, each file cropped to its own artwork — no art board, no invisible padding. Generated from the masters, never hand-cropped.
These are trademarks, not free assets. The Since Labs name, the // mark and the wordmark belong to Since Labs. Use them unmodified to refer to us, to show a true integration, or to build our own surfaces. Do not alter them, adopt them into your own identity, imply an endorsement we have not given, or generate variants of them — by hand or by model.
Read the full terms · Every asset and variant · [email protected] for anything else
Contents
15 chapters plus three live tools. Everything on this site is generated from the markdown in docs/ and the tokens in tokens/tokens.json — the repo is the source of truth, this site is just the reading surface.
Start
Identity
Reading this as software
The whole system is published as data, generated from the same files this site renders. If you are an agent applying the brand for someone, start with brand.json — and note that the terms above apply to you exactly as they apply to a designer.