Skip to content
threada Docs

Threada Brand Specification (v1)

This spec is intentionally tight, scannable, and implementation-ready.

Brand Essence

Governed work automation, grounded in evidence. Calm, trustworthy, editorial. Confident without being flashy.

Wordmark

  • Text: threada (all lowercase)
  • Font: Literata
  • Usage: Logo only
  • Rule: Logo casing does not dictate content casing

Logo Mark

  • Custom threaded “T”
  • Uniform stroke width
  • Rounded corners
  • White version preferred on dark backgrounds
  • Background: Soft Slate
  • Shape: Rounded rectangle
  • Padding: Generous (logo must breathe)
Logo container background: #334155
Logo (foreground): #FFFFFF

Typography

Display / Brand Typeface

Literata (serif)

Use for:

  • Logo wordmark
  • H1-H2 headings
  • Key section titles, hero titles
  • Key numerals (metrics, stats)

Body & UI Typeface

Source Sans 3

Use for:

  • Body copy
  • Feature cards
  • UI labels
  • Forms
  • Buttons
  • Navigation

Data / Mono Typeface

Spline Sans Mono

Use for:

  • IDs and reference codes
  • Tabular data and code
  • Index numerals

Typography Rules

  • No ALL CAPS and no text-transform: uppercase anywhere; eyebrows/kickers are small semibold accent-colored text, not wide-tracked uppercase labels
  • Sentence case everywhere (buttons included)
  • Serif for display, sans for everything else: hierarchy comes from the serif/sans contrast, not from stylistic variation
  • Inter is no longer part of the system

Color System

Surfaces and Structure

Warm paper light surface, deep slate-ink dark surface. Slate is the structural color (logo container, hairline rules, secondary chrome). Hairline rules are the core structural motif — prefer a 1px rule over a box.

Paper (light surface):  #F7F6F3
Ink (text / dark accents): #0F172A
Structural slate:        #334155
Dark surface:            #11141B
Dark text (paper-white): #ECEBE6

Text Colors

Primary text:   #0F172A
Secondary text: #475569
Muted text:     #64748B

Accent / Action Color

Platform primary CTA is cobalt. Used sparingly; accent never competes with the logo.

Primary CTA (cobalt): #2563EB

Per-App Accents

Each app re-points the primary ramp to its accent via token indirection. Work keeps the platform cobalt default.

Work:   #2563EB  (cobalt, default)
Studio: #7C3AED  (violet)
Admin:  #475569  (slate)
Ops:    #059669  (emerald)
Travel: #0284C7  (sky)
Invest: #8F6A27  (bronze)

Marketing and docs use the platform cobalt + slate ink.

Status Palette

Calm, desaturated status colors (no neon).

Success: #15803D  (green)
Warning: #B45309  (amber)
Danger:  #B91C1C  (red)

Shape Language

Editorial, ink-on-paper structure. Restraint over decoration.

  • Small radii only: 6px (sm) / 8px (md) / 10px (lg) / 12px (xl) / 16px (2xl). Buttons use the 6px small radius.
  • No pill buttons or pill-shaped chrome.
  • Hairline rules (1px borders, mixed from ink) are the core structural motif: prefer a 1px rule over a box, a ruled list over a card grid.
  • Faint ink shadows and solid paper panels for depth.
  • No glassmorphism / backdrop-filter blur (beyond trace amounts on sticky headers), no radial-gradient meshes/orbs/glows, no noise textures, no gradient-filled buttons.

Case & Content Rules

  • Logo: lowercase
  • Headlines: Sentence case
  • Body copy: Standard sentence case
  • Do not force lowercase across the site

Positioning Statement

Threada is a governed work automation platform that turns intake into auditable WorkItems, evidence-backed drafts, and approval-gated actions. Grounded AI is the cited-answer capability inside that platform, not the primary product category.

Tone

Calm authority. Not friendly. Not playful. Not hype.

Primary tone: Trustworthy Secondary tone: Clear

Design Principles

  • Calm over flashy
  • Clarity over cleverness
  • Trust over novelty
  • Editorial polish over “AI gimmicks”
  • Ink on paper: serif display, sans body, hairline structure
  • One accent, used sparingly

Do not

  • Thin logo strokes
  • Pure black backgrounds
  • All-lowercase headers
  • Overusing accent colors
  • Using a non-Literata font for the logo
  • text-transform: uppercase / wide-tracked all-caps labels
  • Pill buttons, glassmorphism, gradient meshes, glows, or noise textures
  • Gradient-filled buttons