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Brand Direction Summary

See docs/brand/spec.md for the implementation-ready spec. Operational brand/account surfaces that should not be schema identity are tracked in docs/brand/platform-presence.md; public brand profiles remain code-owned in frontends/marketing/src/config/site.ts.

Overall feel

Calm authority. Trustworthy, clear, and editorial. Confident without being flashy.

Positioning

Threada is a governed work automation platform. Grounded AI is a capability of the platform, used when a workflow needs cited, evidence-backed drafts and decisions.

  • Color: Soft Slate (#334155)
  • Style: Uniform stroke width, rounded corners
  • Case: Lowercase wordmark when paired with text
  • Vibe: Controlled, precise, platform-grade

Typography

  • Display headings + logo: Literata (serif)
  • Body/UI: Source Sans 3
  • Data/IDs/code: Spline Sans Mono
  • Headings: Sentence case, no ALL CAPS, no uppercase transforms
  • Inter is no longer part of the system

Color system

  • Paper (light surface): #F7F6F3
  • Ink (text): #0F172A
  • Structural slate: #334155
  • Secondary text: #475569
  • Muted text: #64748B
  • Primary CTA (cobalt): #2563EB
  • Per-app accents: Studio violet #7C3AED, Admin slate #475569, Ops emerald #059669, Travel sky #0284C7, Invest bronze #8F6A27 (Work keeps cobalt)
  • Status: success #15803D, warning #B45309, danger #B91C1C

Shape

  • Small radii (6-12px); no pill buttons
  • Hairline rules are the core structural motif
  • No glassmorphism, gradient meshes, glows, or gradient-filled buttons

Long-term fit

Built to scale from shell-native orchestration to platform, analytics, and content operations without losing credibility.