Identity Guidelines / Vol. 01
The intheloop
brand book.
A reference for the marks, type, colour and voice of intheloop, an independent software research & development studio. Built quietly, in the dark, until it is ready for light.
01 Logo
02 Type
03 Colour
04 Voice
05 Motifs
01 The MarkSeal · Monogram
The name is the idea: a closed loop. The il monogram, drawn as a serif ligature, sits inside an engraved double ring: a seal for a studio at the edge of research and craft.
Clear space
Keep margin equal to the ring's width on all sides. Never crowd the seal.
Minimum size
Seal 24px, monogram 16px. Below this, use the monogram.
Don't
Recolour outside the palette, rotate, stretch, or add shadow to the mark.
02 TypographyThree voices
Cormorant GaramondDisplay · 300–600
Software at the edge.
Headlines, statements, the wordmark. High-contrast, old-money serif. Set 300–400 weight, tight tracking.
JetBrains MonoTechnical · 400–700
Research & Development / № 001
Labels, navigation, metadata, body copy. Uppercase with wide tracking for labels (.14–.24em).
UnifrakturCookOrnament · 700
intheloop
Ornamental only: drop-initials, watermarks, the № mark. Never set body or whole words at small sizes.
03 ColourGraphite & amethyst
Graphite
#0c0e10
Ground
Panel
#15181b
Surface
Slate
#3f4a52
Structure / deep
Amethyst
#9a78cf
Accent
Soft Amethyst
#b79ae6
Highlight
Cool Ivory
#e6e6e2
Type / light
04 Brand VoiceHow we speak
Quiet, exact, and a little austere. We state, we don't sell. Restraint is the tone.
01
State, don’t sell
Plain declaratives. No hype, no exclamation, no superlatives.
02
Exact over clever
Precise technical nouns. Say what the work is, not what it disrupts.
03
Quiet authority
Confidence through restraint. We let the work speak for itself.
Say
“We build software at the edge of research and craft.”
“We work with anyone who needs our services.”
“Built quietly, until it is ready for light.”
“We work with anyone who needs our services.”
“Built quietly, until it is ready for light.”
Avoid
“Revolutionary AI-powered solutions!”
Exclamation marks, hype, buzzwords.
Emoji, slang, growth-speak.
Exclamation marks, hype, buzzwords.
Emoji, slang, growth-speak.
05 MotifsThe marginalia
Dot grid
Crosshairs
❧ ✠ ❦Ornaments
№ 001Numbering
[intheloop] © 2026Brand Book / Vol. 01