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Brand guide

Interactive

Colour explorer

Every Since Labs colour with its role, and every pairing that occurs in the product with its WCAG ratio. The ratios are computed from tokens.json at build time — change a token and this page changes with it.

Ink

#1A1917

ink.strong

Headlines, primary text, dark surfaces, the dark theme ground.

#2C2A28

ink.body

Running body copy on light surfaces. Softer than ink.strong so long text does not vibrate.

#6B6762

ink.muted

Labels, captions, secondary text, inactive nav. AA on every light surface.

#F5F1EA

ink.on-ink

Text on ink.strong. Warm off-white — never pure #FFF, which reads clinical against the warm ground.

Paper

#F7F5F2

paper.primary

The default page background. The brand's dominant surface (~60% of any composition).

#F4F3F1

paper.base

Recessed chrome — sidebars, rails, app frame. One step behind paper.primary.

Surface

#FFFFFF

surface.white

Cards, panels, inputs, modals. Content that sits on top of paper.

#EFEFEC

surface.mist

Subtle fills — hover states, neutral chips, avatar wells, icon tiles.

#F0E4DA

surface.cream

Warm accent fill. The tinted sibling of surface.mist, for accent-adjacent surfaces.

Border

#E5E2DE

border.light

Default hairline — card edges, table rules, dividers.

#D8D5D0

border.warm

Emphasised edge — input borders, secondary buttons, anything interactive.

Accent

#C4602A

accent.terracotta

THE brand colour. Fills, the // mark, focus rings, chart series, dots, icons. NOT text on light surfaces — see accent.ink.

#A34A1F

accent.ink

Terracotta for TEXT and links on light surfaces, and for solid buttons whose label must pass AA. 5.9:1 on white.

#8B3D18

accent.ink-hover

Hover for accent.ink text and links.

#A84E22

accent.hover

Hover for terracotta fills on light surfaces.

#E07A38

accent.lift

Terracotta on DARK surfaces. #C4602A only reaches 4.23:1 on ink; this reaches 5.86:1.

#F8ECE5

accent.soft

Translucent terracotta wash — active nav rows, attention chips, accent tiles.

rgba(196, 96, 42, 0.12)

#F0E4DA

accent.light

Opaque equivalent of accent.soft. Same value as surface.cream.

Dark theme

#1A1917

dark.bg

Dark-theme ground. Same value as ink.strong — the brand inverts, it does not switch palettes.

#232120

dark.surface

Cards and panels on dark.

#2C2A28

dark.surface-2

Raised or hovered surface on dark.

#38352F

dark.border

Hairlines on dark. Decorative only — it does not carry 3:1.

#98938C

dark.muted

Secondary text on dark. 5.8:1 on dark.bg. Do NOT use #7A7570 for body text — it is 3.9:1.

#F5F1EA

dark.on-dark

Primary text on dark.

Status

Each status is a triple: a background, a text colour, and a dot. The dot is the redundant non-colour channel — never ship a status that is colour alone.

success
bg #EAF3DE
text #3B6D11
dot #639922

5.43:1 · AA

attention
bg #F0E4DA
text #9A4A1F
dot #C4602A

4.98:1 · AA

warning
bg #FFF3E0
text #8A4A05
dot #B25C00

6.25:1 · AA

error
bg #FCEBEB
text #791F1F
dot #E24B4A

8.98:1 · AAA

info
bg #EBF0F7
text #3A4A60
dot #3A4A60

7.88:1 · AAA

neutral
bg #EFEFEC
text #6B6762
dot #6B6762

4.87:1 · AA

Data visualisation

Sequential ramp for one measure across ranked categories; categorical for unordered series, terracotta always leading.

chart.sequential

#A34A1F
#C4602A
#D27C53
#E9A88A
#F4D2C3

chart.categorical

#C4602A
#3A4A60
#639922
#7A4A5F
#2C2A28

Contrast reference

WCAG 2.1 ratios for every pairing the product actually uses. Normal text needs 4.5:1; UI boundaries and graphical objects need 3:1.

WCAG contrast ratios for Since Labs colour pairings
PairingSampleRatioGrade
ink on paperSample text16.14:1AAA
ink-body on paperSample text13.14:1AAA
ink-muted on paperSample text5.16:1AA
ink-muted on whiteSample text5.61:1AA
ink-muted on mistSample text4.87:1AA
accent on white (as TEXT)Sample text4.16:1AA Large
accent-ink on white (as TEXT)Sample text5.90:1AA
accent-ink on paperSample text5.43:1AA
accent-ink on accent-lightSample text4.73:1AA
white on accent (button)Sample text4.16:1AA Large
white on accent-ink (button)Sample text5.90:1AA
on-ink on inkSample text15.60:1AAA
accent on inkSample text4.23:1AA Large
accent-lift on inkSample text5.86:1AA
dark.muted on dark.bgSample text5.76:1AA
success text on bgSample text5.43:1AA
attention text on bgSample text4.98:1AA
warning text on bgSample text6.25:1AA
error text on bgSample text8.98:1AAA
info text on bgSample text7.88:1AAA
border-warm on white▬▬▬1.46:1Fail
border-light on white▬▬▬1.29:1Fail
focus ring on paper▬▬▬3.82:1AA