01 / Brand
A dot and a slash.
Everything here is deliberate and quietly small: one mark, five colors a mode, three typefaces, one voice. This page is the reference for using them.
02 / The mark
A period and a solidus, drawn as typography: a steep tapered bar with flat-cut terminals, and an optically weighted dot sitting one stroke width off its lower terminal. In interfaces the dot takes the accent; the slash takes the ink.
Keep clear space around it of at least the dot's diameter. Never box it, outline it, or set it in a gradient.
03 / The lockup
The wordmark is Fraunces Light, lowercase, set tight beside the mark. In prose the name is written Rootstuff, capital R. Never RootStuff, never ROOTSTUFF.
04 / Color
Two rooms, five colors each. The accent is lime in the dark and olive in the light; it is always the dot, the italic word, and nothing structural. Click a swatch to copy its value.
Light
Dark
05 / Typography
Fraunces
Display
Headlines and wordmark. Light (300), tight tracking, italics reserved for the accent word.
The quiet part of the web.
JetBrains Mono
Signals
Eyebrows, coordinates, timestamps, and labels. Small sizes, wide tracking, lowercase or uppercase, never mixed.
39.9607° N, 75.6055° W · SIGNAL STEADY
Instrument Sans
Body
Paragraphs and interface text. Regular weight, generous leading, no decoration.
Businesses and agencies bring Rootstuff their most demanding builds. We make them work, and keep them working, long after launch.
06 / Voice
Professional, and a little mysterious.
Quiet, not silent.
Confident statements in plain language. No exclamation points, no hype, no jokes. A little mystery is welcome; confusion is not.
The name is Rootstuff.
Capital R in prose. The wordmark alone is set lowercase: rootstuff. Never RootStuff, never ROOTSTUFF.
No em-dashes.
Commas, colons, periods, and parentheses carry the prose. Interpuncts (·) separate typographic fragments: labels, tickers, footers.
Founder-led, always.
Replies come from the founder. The studio never claims a team size in either direction; founder-led is the promise.
Lowercase signals.
Mono fragments read like transmissions: "signal steady", "the quiet hours", "standing watch". They stay lowercase and unpunctuated.
07 / Assets
The mark, ready for both rooms. For anything not covered here, ask: [email protected]
