The Steve brandbook.
The single source of truth for how Steve looks, reads and feels. A black and white canvas, with the squad's color.
Essence
The mark
Color
Typography
Components
VoiceWhat the brand feels like.
A teammate, not a tool. It acts, remembers and shows up on its own.
One brain, infinite Steves. The form changes, the intent stays yours.
Bold, never reckless. Nothing leaves the building without your yes.
The Steve mark.
Clear space of one mark. Continuous corners. Rim-light glass, never flat.
No flat fills, no hard shadows, no loud all-over color, no rotation.
Black and white, with squad color.
A near-black canvas and grayscale type carry the whole system. Color is the seasoning, each Steve in the squad earns one, so a glance tells you who is who.
Plus Jakarta. Soft and warm.
A rounded, friendly grotesque, bold for display with tight tracking, regular for body. JetBrains Mono for labels and numbers.
How Steve talks.
Vision and inevitability, never bait. The person decides because it is obvious.
Collective voice, we. The work speaks. Trajectory is the base, not a trophy.
No long dash. Use a comma, a period, a colon, or a line break.
Black and white leads. Color only labels who is who, never to decorate.
Every number is true. US$9.9k MRR, 8 Steves, ~US$1.50 per Steve.
End on what it grows, never on plumbing.