# Since Labs — brand guide > The design system for Since Labs, an AI-native lab building the command center > for AI agents. Warm paper, one hot accent, editorial type, and nothing that > isn't doing a job. This repository is the source of truth: the site, the > product and every document we send out are consumers of it. The whole system is available as data. If you are applying the brand on someone's behalf, fetch https://brand.sincelabs.com/brand.json — it carries the colour contract, the type stack, the asset catalogue and the usage rules in one document, and it is generated from the same files this site renders. Before reproducing the logo anywhere, read the terms: https://brand.sincelabs.com/legal/. The marks are trademarks, not open assets. The written guidance and the tokens are yours to learn from; the marks are not yours to alter or adopt. ## Chapters - [01 · Foundation](https://brand.sincelabs.com/docs/foundation.md): Who Since Labs is, and what every other page in this guide is trying to protect. - [02 · Verbal identity](https://brand.sincelabs.com/docs/verbal-identity.md): How Since Labs sounds. This chapter governs everything with words in it — landing pages, product microcopy, emails, decks, LinkedIn, sales replies, error messages, commit messages people will read. - [03 · Logo and mark](https://brand.sincelabs.com/docs/logo.md): The `//`, the wordmark, and the rules that keep them the same shape wherever they land. Every file is downloadable from the [downloads page](/downloads/); using them is governed by the [brand asset terms](/legal/). - [04 · Colour](https://brand.sincelabs.com/docs/color.md): Warm paper, one hot accent, and a strict rule about which terracotta you are allowed to read. Live swatches and every computed contrast ratio are in the [colour explorer](/color/). - [05 · Typography](https://brand.sincelabs.com/docs/typography.md): Three faces, three jobs. Lora for what you are meant to feel, DM Sans for what you are meant to do, Geist Mono for what the machine said. - [06 · Layout and form](https://brand.sincelabs.com/docs/layout.md): Space, grid, radius, elevation. The quiet decisions that make two screens built by two people look like one product. - [07 · Iconography and imagery](https://brand.sincelabs.com/docs/iconography.md) - [08 · Motion](https://brand.sincelabs.com/docs/motion.md): Motion in this brand confirms that something happened. It never performs. - [09 · UX principles](https://brand.sincelabs.com/docs/ux-principles.md): Seven rules that decide arguments. Where a design question has two defensible answers, these are how Since Labs picks. - [10 · Patterns](https://brand.sincelabs.com/docs/patterns.md): Recurring problems and the Since Labs answer to each. Use the pattern; do not re-solve it. - [11 · Components](https://brand.sincelabs.com/docs/components.md): The library, component by component. Live examples for all of these are in the [component gallery](/components/); the reference implementations are in [`components/ui/`](https://github.com/sincelabs/brand/tree/main/components/ui) and can be copied into `sincelabs/app` as-is. - [12 · Accessibility](https://brand.sincelabs.com/docs/accessibility.md): Target: **WCAG 2.1 AA**. Not because a regulation says so — because the audience is an owner-operator reading a phone in daylight at the end of a long day. - [13 · Applications](https://brand.sincelabs.com/docs/applications.md): The system applied to each surface Since Labs actually ships. - [14 · Governance](https://brand.sincelabs.com/docs/governance.md): Who owns this, how it changes, and what to do when two documents disagree. ## Data - [brand.json](https://brand.sincelabs.com/brand.json): the entire system as one machine-readable document - [tokens.json](https://github.com/sincelabs/brand/blob/main/tokens/tokens.json): the colour, type, space and motion contract - [since-brand.css](https://github.com/sincelabs/brand/blob/main/tokens/since-brand.css): the tokens as CSS custom properties - [tailwind-theme.css](https://github.com/sincelabs/brand/blob/main/tokens/tailwind-theme.css): the tokens as a Tailwind v4 theme ## Assets - [Wordmark](https://brand.sincelabs.com/logo/since-wordmark.svg): The primary lockup. The mark, then the words, on one line. - [Wordmark on ink](https://brand.sincelabs.com/logo/since-wordmark-on-ink.svg): The primary lockup in paper, for dark grounds. - [Wordmark, adaptive](https://brand.sincelabs.com/logo/since-wordmark-adaptive.svg): Inverts with the viewer's colour scheme. For grounds we do not control — a README, an npm page, an editor preview. - [Stacked lockup](https://brand.sincelabs.com/logo/since-wordmark-stacked.svg): The mark beside Since over Labs. For space that is closer to square than to a strip. - [Stacked lockup on ink](https://brand.sincelabs.com/logo/since-wordmark-stacked-on-ink.svg): The stacked lockup in paper, for dark grounds. - [The mark](https://brand.sincelabs.com/logo/since-mark.svg): The bare double slash in terracotta. Below the wordmark's minimum width, drop to this. - [App tile](https://brand.sincelabs.com/logo/since-tile-ink.svg): The mark on an ink rounded square. Avatars, app icons, social profiles — a bare mark disappears inside the OS's own rounded square. - [The full kit (zip)](https://brand.sincelabs.com/logo/since-labs-logo-kit.zip): every file above, plus the terms ## Optional - [llms-full.txt](https://brand.sincelabs.com/llms-full.txt): every chapter in one file - [Trademark policy](https://brand.sincelabs.com/legal/): what you may and may not do with the marks - [ai.txt](https://brand.sincelabs.com/ai.txt): the same terms, addressed to automated readers - [Repository](https://github.com/sincelabs/brand): issues, history, and the raw files ## The short version - Ground is paper #F7F5F2, not white. Roughly 60% of any surface. - Accent is terracotta. #C4602A fills; **#A34A1F is what you read** — #C4602A on white is 4.16:1 and fails WCAG AA for text. - Ink is #1A1917. Text on ink is #F5F1EA, never pure white. - Type is Lora for display, DM Sans for interface, Geist Mono for machine data. - The mark is `//`. Never rotate it, recolour it outside the sanctioned rows, or rebuild it in a different font.