Brand Guidelines
Visual identity, voice, and usage guidelines for STEAM Co and GUIDE Platform.
Brand Principles
Calm & Precise
Museum-like aesthetic. Restrained ornamentation. Every element has purpose.
Scientific
Tools for scientists by scientists. Communicate with precision and respect for data.
Trustworthy
Security-first mindset. Reliable, consistent, and transparent.
Accessible
Designed for everyone. Clear hierarchy, readable text, inclusive interactions.
Voice & Tone
✓ Do
- Be clear and direct
- Use plain language
- Explain technical terms
- Be helpful, not clever
✗ Don't
- Use jargon without context
- Be overly casual
- Make promises you can't keep
- Use exclamation points excessively!
Color Usage
The Greenscale palette with teal accents forms our visual identity.
Primary Text Headings, important content
Accent / CTA Links, buttons, interactive elements
Surfaces Cards, panels, modals
Typography Hierarchy
H1 Page Title
H2 Section Heading
H3 Subsection
Body Regular paragraph text for reading.
Small Captions, metadata, labels
Logo
Logo assets and usage guidelines
TBD