Brand & design system
Version 1.1.1 · Canon 2.0.0 · shruggie.tech
ShruggieTech | Brand System01
The exact approved words and role labels appear on the cover.
Use the exact delivered masters described on the Logo system sheet. Formal colors and their measured uses are on the Color sheet. Display Space Grotesk, body Geist, and mono Geist Mono are the declared type families.
Where each asset belongs: The Asset catalog lists verified marks, lockups, icons, and platform deliveries by intended surface and size.
Keep delivered artwork geometry unchanged. The Usage limits sheet lists every source rule.
Do not redraw, trace, or approximate the custom shruggie mark.
Mark: The custom stylized shruggie face is paid artwork, not a Unicode glyph. Paired lockups use the complete arms, eyes, and smile. Standalone marks and application icons use the approved vivid face-only square projection.
Color: Pure black and restrained near-black surfaces carry the parent identity. Bright green marks identity, links, focus, and the shruggie face on dark surfaces. Accessible green replaces it for text on light surfaces. Orange remains rare emphasis.
The custom stylized shruggie face is paid artwork, not a Unicode glyph. Paired lockups use the complete arms, eyes, and smile. Standalone marks and application icons use the approved vivid face-only square projection. Mark means symbol; wide and stacked lockups are separate. Clear means transparent; light and dark name the viewing surface. See Asset Language in the main manual.
One clear-space unit on every side: 92 units on the 919 × 500 canvas, 10.0 percent of artwork width. No text, border, icon or crop enters that band.
| mark | 48 px |
| horizontal | 180 px |
| stacked | 128 px |
| wordmark | 140 px |
The face-only reduced master is the standalone mark at every size. Use the supplied icon files for each platform.
| Lockup | Mark height | Gap | Alignment |
|---|---|---|---|
| Horizontal | 160 units | 34 units | Optical center |
| Stacked | 1.80C | 0.45C | Centered on wordmark ink width |
The horizontal row records its approved master composition. C is the outlined wordmark cap height used by the stacked lockup. X is the clear-space unit declared above. Keep one X clear around every master and never resize the mark and wordmark independently.
These are the exact source usage rules for this identity. The preceding Logo system sheet gives measured sizes and clear space.
Delivered horizontal lockup
Delivered reduced mark
Pure black and restrained near-black surfaces carry the parent identity. Bright green marks identity, links, focus, and the shruggie face on dark surfaces. Accessible green replaces it for text on light surfaces. Orange remains rare emphasis.
The bright accent #2BCC73 measures 1.98:1 on the light reading surface and is never text there. The light token block substitutes #037B40 at 5.05:1 automatically. The legal foreground on an accent fill is #000000 at 9.99:1. Every fill token in brand.json carries its measured foreground.
| Color | Means |
|---|---|
| Accent | Primary value, selection, links, focus |
| Orange | Needs attention, threshold exceeded |
| Destructive | Failed or timed out. Always with text. |
The emphasis and failure colors may not be reliably separable under deuteranopia. That is acceptable only because state is never carried by color alone: every state ships a written label.
Chart colors serve data visualization. Brand applications use the identity accent and the neutral surfaces. Each chart color is derived from the identity accent and measured against its surface so every entry clears 4.5:1.
Lightness is calculated separately for dark and light surfaces. Data charts also use labels or shapes; hue alone does not carry meaning.
| Series | Dark | Light |
|---|---|---|
| chart-1 | #00B661 | #037B40 |
| chart-2 | #00ACBA | #00747E |
| chart-3 | #4F98FC | #3566AA |
| chart-4 | #B678E5 | #7B519A |
| chart-5 | #E76692 | #9C4562 |
Series order is fixed: chart-1 is always the primary measurement. Never reorder to make a chart look better. Never introduce a sixth color; past five series, switch to a form that does not depend on hue. A series never uses the semantic emphasis or failure colors, because those carry state.
ShruggieTech uses three approved type families. Space Grotesk handles display text, Geist handles interface and reading text, and Geist Mono is reserved for literal command blocks.
| Function | Typeface | Weights |
|---|---|---|
| Display, headings | Space Grotesk | 500, 700 |
| Body, interface | Geist | 400, 500 |
| Literal code blocks | Geist Mono | 400 |
| Axis | Value |
|---|---|
| Radii | 6 / 8 / 12 / 16 / pill |
| Spacing | 4 8 12 16 24 32 48 64 96 120 |
| Focus | 2px ring at 2px offset |
Only the listed local faces are approved. Any other weight makes the renderer synthesize a faux bold, which prints badly and forces outlined glyphs into exported PDFs. Courier Prime is used only for literal command blocks.
| Token | Size | Tracking |
|---|---|---|
| display-xl | 72 | -0.030em |
| display-lg | 56 | -0.025em |
| display-md | 40 | -0.020em |
| display-sm | 28 | -0.015em |
| display-xs | 20 | -0.010em |
| Token | Size | Leading |
|---|---|---|
| body-lg | 18.4 | 1.6 |
| body-md | 16 | 1.7 |
| body-sm | 14 | 1.6 |
| body-xs | 12 | 1.5 |
| eyebrow | 12 | 0.12em caps |
This brand has no ShruggieTech parent or ownership endorsement.
The catalog lists installable theme and component items. For offline fonts, copy nextjs/fonts.ts and fonts/ together from the kit.
| Path | Contents | n |
|---|---|---|
| logos/svg/ | Vector masters, every lockup and colorway | 22 |
| icons/ | Web, Android, Apple, macOS, and Windows application suites | 124 |
| favicons/ | Compatibility aliases for the authoritative web suite | 20 |
| fonts/woff2/ | Web faces plus OFL licences | 5 |
| tokens/ | CSS and JSON with measured contrast | 6 |
| Path | Contents | n |
|---|---|---|
| nextjs/ | globals.css, shadcn registry, fonts, provider | 12 |
| enforcement/ | AGENTS.md, ESLint, stylelint | 21 |
| qc/ | Contact sheets. Proof somebody looked. | 2 |
| guidelines/ | The system rendered from itself | 2 |
| Decision | Declaration |
|---|---|
| Ownership | ShruggieTech owned |
| Parent | None |
| Palette | Shared house emphasis and action, explicitly selected |
| Typography | House families |
| Color | HEX | Source | Use |
|---|---|---|---|
| ShruggieTech green | #2BCC73 | brand.accent.bright | Approved parent identity accent |
| Application | Colors and artwork | Use |
|---|---|---|
| ShruggieTech mark | primary in logo.full | Approved parent identity accent in the full mark |
Colors for actions and states are distinct from formal identity artwork. A shared HEX is a deliberate choice; meaning also uses words, icons, outlines, or state attributes.
Correct: use ShruggieTech green (#2BCC73) in approved identity work; pair the Warning cue (#FF5300) with warning text and icon. Misuse: a lone identity swatch as the only warning signal.
| Cue | Purpose | Dark and light pairing | Additional cue |
|---|---|---|---|
| Action | Primary interactive action | Dark: #C24000, #FFFFFF text 5.21:1; surface 4.03:1 Light: #C24000, #FFFFFF text 5.21:1; surface 4.90:1 Source: semantic.action / semantic.action | A descriptive button or link label |
| Warning | Attention or recoverable risk | Dark: #FF5300, #000000 text 6.49:1; surface 6.49:1 Light: #C24000, #FFFFFF text 5.21:1; surface 4.90:1 Source: semantic.emphasis / semantic.action | Warning text and icon |
| Error | Failure or destructive action | Dark: #E9505F, #000000 text 5.78:1; surface 5.78:1 Light: #C0293A, #FFFFFF text 5.80:1; surface 5.46:1 Source: canon.color.immutable.fault.hex / canon.color.immutable.fault-deep.hex | Error text and icon |
| Success | Completed operation | Dark: #2BCC73, #000000 text 9.99:1; surface 9.99:1 Light: #037B40, #FFFFFF text 5.37:1; surface 5.05:1 Source: brand.accent.bright / brand.accent.accessible | Success text and icon |
| Information | Neutral information or help | Dark: #00AB21, #000000 text 6.85:1; surface 6.85:1 Light: #037B40, #FFFFFF text 5.37:1; surface 5.05:1 Source: brand.accent.deep / brand.accent.accessible | Information label and icon |
| Focus | Keyboard focus ring | Dark: #2BCC73, #000000 text 9.99:1; surface 9.99:1 Light: #037B40, #FFFFFF text 5.37:1; surface 5.05:1 Source: brand.accent.bright / brand.accent.accessible | Visible outline and keyboard focus order |
| Selection | Selected control or item | Dark: #2BCC73, #000000 text 9.99:1; surface 9.99:1 Light: #037B40, #FFFFFF text 5.37:1; surface 5.05:1 Source: brand.accent.bright / brand.accent.accessible | Selected label or checked state |
| Disabled | Unavailable control | Dark: #9A9A9A, #000000 text 7.46:1; surface 7.46:1 Light: #9A9A9A, #000000 text 7.46:1; surface 2.65:1 Source: brand.accent.dim / brand.accent.dim | Disabled attribute and text |