Brand system · v1 · November 2026
A sheet laidover what exists.
The name
A calque is an architect's tracing paper: lay it over a plan, keep what holds, redraw the rest.
The word exists in French and English. It describes our method, works in any accent and fits in six letters.
01 · Logo
Wordmark · the word and its tracecalque
Mark · two layers
On papercalque
On inkcalque
Machine version[calque]
02 · Colour
Ink#0A0F0E · main ground
Paper#EEEBE4 · text, light sections
Trace#7CF5C6 · the only accent
Graphite#8B877E · metadata
Rule: Trace never covers more than 5% of a screen. It marks what matters: a word, a button, a dot.
03 · Typography
Archivo · variable width 62 → 125Aa Aa AaHeadlines, text. Width stretches on hover.
JetBrains Mono{ }01The machine layer: labels, data.
Instrument Serif italicone word, never more.
04 · Voice
We say
- Short sentences, present tense, addressed to “you”.
- What we measured, with the source.
- The client's trade, in their words.
- “AI” when it changes something for the client.
We don't say
- “AI-powered”, sparkles ✨, purple gradients.
- Numbers we can't back up.
- “Best-in-class”, “revolutionary”, “360 solution”.
- A client's name without their yes.