Brand
Guidelines.
The visual and verbal system behind ZAYN.ALE. Use this as a reference when placing the mark, picking type, or writing in the brand voice — whether internally, with partners, or in client deliverables.
Logo &
Lockup
The wordmark is the primary identity. Always set in Bebas Neue, all caps, with a single Ember-orange period anchoring the dotcom suffix. The dot is the load-bearing element of the brand — never alter, replace, or move it.
Minimum clear space on every side: 1×
Dot is the brand. Never substitute it.
Monogram & App Marks
- Use the wordmark on dark surfaces by default.
- Preserve the Ember-orange dot at full brand color.
- Keep at least 1× clear space (stem-width) on all sides.
- Set in Bebas Neue, all caps, single weight.
- Reverse to the inverted lockup on light surfaces.
- Don't change the typeface or weight of the wordmark.
- Don't recolor the dot — it is always Ember.
- Don't add drop shadows, glows, or gradients to the mark.
- Don't stretch, skew, or rotate the lockup.
- Don't place over busy imagery without a backplate.
Color
System
One signal color, one deep ground, four neutrals. The brand runs hot and quiet at once — Ember provides the energy, deep charcoals carry the weight. Restraint is the rule: color is the loudest tool we have, so we save it for the moments that matter.
- HEX
- #FF6B35
- RGB
- 255 · 107 · 53
- HSL
- 16 · 100 · 60
- OKLCH
- 0.71 · 0.18 · 41
- CMYK
- 0 · 58 · 79 · 0
- Pantone
- 165 C
What It
Means
Ember is the brand. It signals the moments of momentum, attention, and action — the spark you want a visitor's eye to land on. Used sparingly, it always means “this matters.” Used everywhere, it means nothing.
Hot, kinetic, confident. The orange of fire-edge metal, of late-evening sun on brick, of a single line of unread mail.
Ember Scale — for tints, hovers, fills, overlays
Neutrals & Surfaces
Carbon
8 · 9 · 11
Slate
13 · 17 · 23
Ash
17 · 24 · 32
Smoke
138 · 154 · 176
Bone
238 · 242 · 246
Usage Ratio — a rule of thumb
Typography
Three families, three jobs. Bebas Neue does the heavy lifting on display. DM Sans is the body voice. Space Mono carries the engineering labels — the small caps that make the work feel measured, technical, and real.
BUILD TO LAST.
0 1 2 3 4 5 6 7 8 9 · & ! ? @ #
“The best code is the code I didn't write— every line is a future bug, a future invoice, a future onboarding pain.”
Web development and AI automation for founders, studios, and agencies who ship fast and build to last. Five years in, fifty-plus projects, one operator. Working with founders who want a senior engineer in their corner without the overhead of an agency.
01 — WHAT I DO
02 — HOW IT WORKS
03 — RECENT WORK
04 — CLIENT WORDS
STATUS: 200 OK
RESPONSE TIME: < 48H
Type Scale
Voice &
Tone
Direct, considered, slightly dry. We write like the senior engineer at a small firm: confident enough to skip the hype, honest enough to name what we don't do, and friendly enough that you'd want to share a coffee with us.
Plainspoken
Short sentences. Concrete nouns. No hype words, no "synergy," no "leveraging" anything. If a word would make a software developer wince, cut it. If a phrase only exists because we're afraid of silence, cut it twice.
Specific
Numbers, names, and time-bound claims always beat adjectives. "Saved twenty hours a week" lands. "Significantly improved efficiency" doesn't. Where possible, point at the receipts — clients, screenshots, repos.
Self-aware
Confident but never cocky. We name the things we won't do as clearly as the things we will. A small joke against ourselves is always allowed; a joke at the client's expense never is.
- I ship in six weeks or I tell you why I can't.
- You should hire me for this if your product is the website.
- The best code is the code I didn't write.
- If the math doesn't work, we stop.
- Endings are part of the deliverable.
- Synergize cutting-edge solutions for tomorrow.
- We empower world-class teams to unlock potential.
- A passionate team of innovators & creatives.
- Reach out today to elevate your digital presence.
- 10x your business with the power of AI.
Components
The building blocks. Use these patterns verbatim on the site, in proposals, and across any deliverable. New patterns are welcome — just keep the same rules: hairline borders, monospaced labels, Bebas headlines, single-point accents.
Card Title
A short paragraph of supporting body copy goes here, written in DM Sans at our default body size.
Read More →Grid &
Spacing
An 8-point baseline grid, a 12-column page grid, hairline dividers, and generous breathing room. White space carries weight. Stack content vertically and let it breathe; resist the urge to fill.
Spacing Scale
Container & Layout
Brand Kit
Logo files, color tokens, font specimens, and this guide as a PDF. Updated whenever the system shifts — usually quarterly. Currently v1.0.