Brand guidelines. One identity, every detail.
The endlayer identity: logo, colours, typography, spacing, patterns and writing guidelines, with downloadable brand assets.
Three bars, rising. One recognisable mark.
endlayer is the control plane for AI, a product of Holistic AI. The identity pairs a simple layered mark with a lowercase wordmark.
The mark
Three equal bars with rounded ends. Their opacity rises from 32% to 62% to 100%. Keep the proportions, spacing and order intact.
The lockup
Write endlayer in lowercase, with 9px between the mark and wordmark. Centre them vertically. Name Holistic AI separately when an endorsement is needed.
Leave clearspace
Keep at least one bar height clear on every side. On the 128-unit construction grid, that is 16 units.
Keep it legible
The mark has a minimum size of 20px. The full lockup has a minimum width of 92px. Use the mark alone when space is limited.
Keep the construction
Do not stretch, rotate, rearrange or outline the mark. Do not add gradients or shadows. Use the accent text colour appropriate to the background.
Two accents. A complete colour system.
Dark is the default, with a light theme available. Each swatch shows both values. Select a value to copy it, or download the full palette below.
Accents
Powder is the product accent. Blush marks autonomy and agents. Use near-black text on either fill.
--powder- dark
- #BBD2EB
- light
- #BBD2EB
Product accent and primary button fill
--powder-fg- dark
- #BBD2EB
- light
- #1A588F
Product accent as text
--blush- dark
- #EBBFE6
- light
- #EBBFE6
Autonomy and agent fill
--blush-fg- dark
- #EBBFE6
- light
- #912B76
Autonomy as text
--accent-ink- dark
- #0A0A0A
- light
- #131313
Text on accent fills
--ring- dark
- rgba(187,210,235,.6)
- light
- #81A9D2
Keyboard focus ring
Surfaces and ink
Depth comes from a change of surface and a fine border. Text has three levels: foreground, muted and faint.
--bg- dark
- #080808
- light
- #F4F4F4
Page ground
--card- dark
- #131313
- light
- #FFFFFF
Cards and panels
--card-2- dark
- #161616
- light
- #FAFAFA
Nested panels and consoles
--fig- dark
- #242424
- light
- #FAFAFA
Figures and diagrams
--fig-line- dark
- rgba(255,255,255,.22)
- light
- rgba(0,0,0,.16)
Figure strokes
--secondary- dark
- #202020
- light
- #EBEBEB
Table headers and pressed states
--fg- dark
- #FAFAFA
- light
- #171717
Headings and values
--muted- dark
- #B0B0B0
- light
- #606060
Body and descriptions
--faint- dark
- #9C9C9C
- light
- #6E6E6E
Captions and secondary headlines
--border- dark
- rgba(255,255,255,.07)
- light
- rgba(0,0,0,.10)
Hairline borders
--border-strong- dark
- rgba(255,255,255,.12)
- light
- rgba(0,0,0,.14)
Control outlines
--rail- dark
- rgba(255,255,255,.10)
- light
- rgba(0,0,0,.13)
Empty bar track
--rail-fill- dark
- #FAFAFA
- light
- #1E1E1E
Filled bar
Status
Each status has a fill and a text colour. Use the -fg value for words, and always pair a status colour with a label.
--pass- dark
- #0CA30C
- light
- #0CA30C
Passing fill
--pass-fg- dark
- #2FD02F
- light
- #0A6B0A
Passing text
--warn- dark
- #FAB219
- light
- #FAB219
Warning fill
--warn-fg- dark
- #FAB219
- light
- #8A5A00
Warning text
--serious- dark
- #EC835A
- light
- #EC835A
Serious fill
--serious-fg- dark
- #EC835A
- light
- #A9451C
Serious text
--fail- dark
- #FF6467
- light
- #D03B3B
Failing fill
--fail-fg- dark
- #FF6467
- light
- #A81C1C
Failing text
--success- dark
- #A4DEB7
- light
- #A4DEB7
Approved tag fill
--success-fg- dark
- #79DD9F
- light
- #0B7643
Approved text
Geist. Light, regular and medium.
Use Geist for headings, body copy and interface text. Use monospace for labels and values. Descriptions stay at or above 14.5px, and headings above 20px use a light weight.
Geist Variable
Aa Bb Cc 0123456789
The sans serif face. Keep headlines tight, sentence case and balanced across lines.
Geist Mono
0123456789
& @ % / + =
The website’s monospace face. Use regular weight for labels, code and compact values. The design decks use system monospace as their fallback.
| Role | Size | Weight | Line height | Tracking | Use |
|---|---|---|---|---|---|
| Hero heading | 30 to 54px | 300 | 1.1 | −0.032em | Foreground; second clause faint |
| Section heading | 26 to 40px | 300 | 1.1 | −0.032em | Foreground; second clause faint |
| Pane heading | 19px | 400 | 1.55 | −0.025em | Foreground |
| Card heading | 17px | 400 | 1.55 | −0.03em | Foreground |
| Section introduction | 16px | 400 | 1.6 | Normal | Muted; up to 62 characters wide |
| Pane description | 15px | 400 | 1.55 | Normal | Muted; up to 64 characters wide |
| Card description | 14.5px | 400 | 1.55 | Normal | Muted; minimum description size |
| Button or navigation | 14px | 400 / 500 | 1 | Normal | Accent ink on powder for primary actions |
| Eyebrow or label | 10.5 to 11.5px | 400 | 1.55 | Normal | Monospace; label fragments only |
| Stat number | 28 to 36px | 300 | 1 | −0.035em | Tabular numerals |
Space, shape and a quiet rhythm.
Panels are rounded rectangles. Controls are pills. Surfaces and a single fine border provide depth.
Content width
One shared width for the navigation, page content and footer.
Page gutters
Use the smaller gutter below 760px.
Section spacing
Top and bottom. Reduce below 900px; separate sections with a hairline.
Panel corners
Standalone cards, consoles and figures.
Inner corners
Smaller corners for elements nested inside a panel.
Controls
Rounded buttons and tags. Buttons are 36px tall.
Borders
Use the stronger border on controls. Do not add shadows.
Card padding
Reduce to 14 to 16px as nesting deepens.
Colour and border transitions take 150ms. Decorative motion stays slow and respects reduced motion. Every status retains a text label, every control keeps a visible keyboard focus, and colour never carries meaning alone.
Eight patterns. One visual language.
Editorial covers use simple geometric patterns, quiet ink and one powder square. Social cards use a 1200 × 630 canvas, the same mark and the same palette.
Plain words. Specific claims.
The writing should make the product easier to understand. Keep the names consistent and put the useful fact first.
Write plain sentences
Name what the product does, what it reads and how often. Use concrete verbs: read, find, monitor and govern.
Use sentence case
Headings, buttons and tags use sentence case. Eyebrows and captions use lowercase.
Use British spelling
Write colour, organisation and authorised. Use licence as a noun.
Explain every number
A statistic needs its unit and source. Say undecided when nobody has made a decision.
Keep the names exact
endlayer is lowercase in running copy. Holistic AI is the company. Surface, Monitor and Govern are the modules.
Let evidence do the work
Avoid unmeasured superlatives and vague promises. Split a long sentence in two instead of using an em or en dash.
The files to work with.
Download the vector mark, both colour palettes and the variable web fonts used on this site.
The SVG uses currentColor so you can set its colour to suit the background. The palette includes dark defaults and a light theme override.
Take control of the AI already in your company.
It is already installed on the laptops. You can see all of it by this afternoon.