Brand guidelines

How to use the Effusive Capital mark, wordmark, color and type.

Fig. 1. The mark.

contents
Mark · Wordmark · Lockups · Color · Type · Motion · Usage · Files
version
1.0 · September 2026
files
effusive-brand-kit.zip

Mark

Thirty-six particles on three rings, graded in size toward an opening, with one particle already outside it. Use the artwork as supplied: the sizes follow a formula, and small changes show.

Brand · mark-brand
Night · mark-cream
One color · mark-ink
Construction of the mark A center particle and three rings at radius s, 2s and 3s. The escape axis runs at 45 degrees, up and to the right. Particle radius shrinks along the axis, from 0.44 s on the far side to 0.18 s at the opening. The outer ring's slot on the axis is empty, and its particle sits outside at R plus 1.5 s, with radius 0.32 s. 45° empty slotr = 0.18 s escapeer = 0.32 sat R + 1.5 s largestr = 0.44 s 0s2sR = 3s
Fig. 2. Construction, in units of the ring pitch, s.
rings
1 + 6 + 12 + 18 particles, at s, 2s and 3s
size
0.44 s on the far side, falling to 0.18 s at the opening
opening
the outer ring’s slot at 45°, left empty
escapee
0.32 s, at 4.5 s on the same axis
Clear space around the mark: one particle pitch, s, on every side s s s s
Fig. 3. Clear space: s on every side, 14.5% of the mark’s width.
40 px
32 px
24 px
16 px

Actual size. Below 32 px, use the silhouette.

Wordmark

The name in Newsreader, set lowercase and drawn as outlines. The dot of the i is the particle, in vermilion.

Wordmark · wordmark-ink
The i of the wordmark. The round vermilion tittle is 8 percent larger than the font's own dot, shown dashed inside it.
Fig. 4. The tittle, a true circle 8% larger than the drawn dot.
face
Newsreader 450, optical size 72, tracking −7/1000 em
tittle
#B23A1F, or #D2553A on night
minimum
64 px wide
in writing
Effusive Capital in full, then Effusive

Lockups

The mark and the wordmark together. In a lockup the particle has become the tittle, so the mark is drawn without it.

Horizontal · lockup-horizontal
With CAPITAL · lockup-horizontal-capital
Stacked · lockup-stacked
Construction of the horizontal lockup with CAPITAL The body is as tall as the ff of the wordmark. The gap between body and wordmark is 0.6 of the x-height. CAPITAL has a cap height of 0.3 x-height, sits 0.62 x-height below the baseline and aligns with the left edge of the e. ascenderx-heightbaselineCAPITAL topCAPITAL base 0.6 x flush with the e
Fig. 5. The lockup with CAPITAL. x is the wordmark’s x-height.
body
as tall as the ff, 0.6 x from the e
CAPITAL
Geist Mono 500, +0.26 em, cap height 0.3 x
clear space
one x-height on every side
minimum
186 px wide, 210 with CAPITAL, 160 stacked
colors
each in ink, cream, black and white

Color

Paper and ink carry everything. Vermilion is kept for the one particle, and at rest only one is in view.

Paper

Hex
RGB
RGB 244 240 232
Use
Ground

Ink

Hex
RGB
RGB 27 25 21
Use
Mark, wordmark, headings

Vermilion

Hex
RGB
RGB 178 58 31
Use
The particle and the tittle

Ink 2

Hex
RGB
RGB 87 82 74
Use
Text

Ink 3

Hex
RGB
RGB 107 101 91
Use
Labels and captions

Rule

Hex
RGB
RGB 221 214 201
Use
Hairlines

Leader

Hex
RGB
RGB 181 173 159
Use
Leaders and chart lines

On night

Night

Hex
RGB
RGB 22 20 15
Use
Ground, reversed

Cream

Hex
RGB
RGB 237 232 221
Use
Mark and type

Vermilion

Hex
RGB
RGB 210 85 58
Use
The particle on night

Type

Newsreader for reading. Geist Mono for labels and anything measured. Both are free on Google Fonts.

Frontiers, before they’re inevitable.

Display · Newsreader 380 · 64/68 · −0.022 em

Lightest out first. Gas leaking through a small hole loses its lightest molecules fastest. A company’s mass is whatever it committed to before the market asked.

Text · Newsreader 400 · 20/32 · the lead-in in italic

Thesis · Portfolio · ContactFig. 1. Effusion. Lightest out first.

Labels and captions · Geist Mono 500, caps, +0.08 em · Geist Mono 400, 11/18

display
40/44 on phones, 64/68 on desktop
lede
19/30, 22/34
text
18/28, 20/32
labels
11/16, caps, +0.08 em
figures
tabular, everywhere

Motion

The mark is the first frame of a simulation. It warms, its lightest particles let go first, and they leave through the opening one at a time. Motion stays physical and quiet: one vermilion particle at a time, and nothing that loops for attention.

Space pauses, R resets, the arrow keys heat and cool.

Fig. 6. Effusion. Lightest out first.

law
Γ1 over Γ2 equals the square root of m2 over m1, which is 2.35
measured
not measured yet2.41 ± 0.22
T
0 K300 K
escaped
light 0387heavy 0171

hover to heat · click to pause · double-click to resethold to heat · tap to pause · double-tap to reset↑ ↓ to heat · space to pause · R to resethotter, faster · the ratio holdspaused · click to resumepaused · tap to resumemotion reduced · readouts from a 30 min run

Fig. 6 simulates effusion. Thirty-six particles, graded in size toward a single opening, start packed as the Effusive mark inside a round chamber; one more sits outside, already out. As the chamber warms, the particles nearest the opening, the small light half, tremble most and break free first; then all of them move as a gas of small and large discs. Now and then one escapes through the opening, most often a light one: at equal density the light particles escape about 2.35 times as often as the heavy ones, at any temperature. The figure tags an escapee with its speed as a multiple of its kind’s mean speed, and a chart follows the measured ratio as it closes on 2.35.

first frame
the mark, held for 1.2 s before it warms
escapee
vermilion for 2.4 s, then gone
lockup
settles once as the page loads; the tittle hops on hover
reduced motion
a still frame, never an animation

Usage

The artwork is finished. Use it as supplied, on paper, white, night or black.

Don’t rotate the mark.
Don’t recolor the particles.
Don’t set a vermilion particle beside the tittle.
Don’t add shadows or outlines.
Don’t stretch or retype the wordmark.
Don’t set it on mid-tones or images.

Files

Everything is in effusive-brand-kit.zip: vector masters, PNGs, icons, social images and color tokens.

The paper avatar, cropped to a circle
Avatar · 400 px
The night avatar, cropped to a circle
Night · 400 px
The link preview: the lockup with CAPITAL above the line Frontiers, before they’re inevitable
Link preview · 1200 × 630
  • Markmarkbrand · ink · cream · black · whiteSVG · PNG · 1024 px
  • mark-silhouetteink · creamSVG · PNG · 512 px
  • Wordmarkwordmarkink · cream · black · whiteSVG · PNG · 2000 px
  • Lockupslockup-horizontalink · cream · black · whiteSVG · PNG · 2400 px
  • lockup-horizontal-capitalink · cream · black · whiteSVG · PNG · 2400 px
  • lockup-stackedink · cream · black · whiteSVG · PNG · 1600 px
  • Iconsfavicon16, 32 and 48 in one ICOSVG · ICO
  • favicon16 · 32PNG
  • apple-touch-icon180PNG
  • icon192 · 512 · maskable 512PNG
  • app-icon1024SVG · PNG
  • Socialavatarpaper · nightSVG · PNG
  • x-header1500 × 500SVG · PNG
  • linkedin-banner1584 × 396SVG · PNG
  • og1200 × 630SVG · PNG
  • Emailemail-signaturewhite card · transparentPNG
  • Tokenscolors.jsontokens.css · tailwind.css · typography.mdJSON · CSS · MD