the brand guide
Alexandria Blue.
Pínax's visual and verbal system — built to point at the number, never at itself. Everything on this page is the living source: the theme tiles below render straight from the product's own registry.
✦ from chaos to catalog, from catalog to command
principles
Four laws. No exceptions.
01
The number is the hero
The brand steps back so the data can step forward. If the logo competes with the number, the logo loses.
02
Motion serves the narrative
Real physics, springs, inertia — never decoration. Every animation must answer: what is it pointing at?
03
A premium control room
Sober, dense with meaning, maximum breathing room. Lineage: Linear, Stripe, Mercury, Palantir, BTG.
04
Data honesty
Never a fabricated number, never a chart that misleads, never roadmap sold as product.
the brand never
- Flourish without function — if the effect points at nothing, it goes.
- Rainbow gradients, gratuitous glow, mascots.
- SHOUTED CAPS in body copy (mono labels are a different thing).
- Two stars: the estela is ONE — the monogram's single accent.
- Promising what isn't shipped. The changelog only records what's verified.
the palette
Eight tokens, one rule: 60-30-10.
Ink dominates (60%), surfaces and text structure (30%), and the accent is scarce on purpose (10%) — scarcity is what makes the pointer work. Click any card to copy the hex.
typography
Three voices, one golden ratio.
Aa Bb 0123
Space Grotesk
display — headlines and hero numbers
Aa Bb 0123
Inter
body — reading, always calm
Aa Bb 0123
JetBrains Mono
mono — data, labels, facts
modular scale · φ ≈ 1.618 — the product's real ramp
the monogram
Π and the estela.
Neutral stroke
The Π inherits the text color (Papiro on dark, Tinta on light). Never colored on its own.
One accent only
The estela (4-point star) is the only spot of color — Lápis by default; a theme may override.
Clearspace
Clear area around it ≥ the star's height. Nothing touches the monogram.
Minimum size
16 px tall on screen. Below that, use the star alone — or nothing.
the brand across the 11 themes
Not screenshots — the registry itself.
Each tile below is the product's real theme registry painting the mark: the Π takes the theme's text color, the estela takes its accent, the wordmark takes its display font. Change a theme in the product and this page follows.
darkdarklightdarkdarkdarklightdarklightlightlightdarklightlightdarkdarkdarklightdarkdarkdarklightlightdarkdarkdarklightlightdarklightdarkdarkdarkdarklightdarkdarklightlightthe voice
Say the benefit. Prove with the fact.
how it sounds
- · Headline = direct benefit, in the reader's language.
- · Mono label = verifiable fact, lowercase, no adjectives.
- · English is transcreated, never translated — native voice in both.
- · Confidence without arrogance: we show, we don't shout.
house vocabulary
These words carry the thesis — use them whole. “Deck” is fine; “slideshow” is not.
in practice
Deck, site, email, LED — the same hand.
always
- The headline states the benefit; the mono label states the fact.
- One Lápis accent per surface — it points at the single action.
- Real product screenshots, always with fictional data.
- Gold only for ceremony: seal, signature, closing.
never
- Logo over a busy photo without dimming the background.
- Stretching, rotating, or drop-shadowing the monogram.
- Two hero numbers fighting for the same screen.
- Real client data in any public material.
the founder
Joel Ferreira
Accountant in Fortaleza, Brazil — the person the brand talks like. The personal voice is warmer and in first person; the brand voice is the control room. Both obey the same law: the number is the hero.
read the story →or open a live deck first