The Headwater brand

The colours, type, and shapes Headwater uses.

Logo

Headwater

The mark is three streams from one source. The source comes in over the top of the tile, the streams step off it, and all three run off the bottom-right corner. They’re cut out of the tile, so they show whatever is behind it. The tile is Current blue on light grounds, white on ink, or Zest 500 on either. Keep clear space around it of at least a quarter of its width.

Colour

Ink

Text, dark sections, and the default sidebar.

950

#0a0c10

900

#111318

700

#2b2f38

500

#646b79

300

#bcc1cb

150

#e8eaee

#f7f8fa

Current

Headwater’s blue. Anything that moves: progress, links, the brand mark, and buttons in the product.

900

#1c2d7a

700

#243ecc

600

#3050f5

400

#6e84ff

200

#c4ceff

100

#dfe5ff

#eef1ff

Zest

Highlights only: a marker stroke, a live dot, a pin. Never text on light grounds.

500

#c3e836

400

#d8f564

300

#e6f99a

Status

Fern is on track, Flare is off track, Amber is waiting too long. Done uses Current.

Fern

#16a36d

Flare

#e5484d

Amber

#ec9d0c

Paper

The page ground. White is kept for cards and panels.

Paper

#f4f4f0

Deep

#eaeae3

White

#ffffff

Type

Bricolage Grotesque

Headlines and product headings. Tight tracking, optical sizes on.

Instrument Sans for everything you read.

Body copy and interface text.

⌘KDM Mono 0123456789

Keys, labels on diagrams, and anything that should line up.

Shapes

Pillars

Solid tiles. The goals everything else hangs off.

Initiatives

Rounded squares, filled by the climbs beneath them.

Climbs

Rings in their status colour, filled by milestones.

Issues

Filled tiles. The top three carry their rank.

On trackOff trackDone3 days9 days16 days

Voice

Plain and specific
Say what the thing is and what it does, with real examples. No buzzwords.
British English
Colour, organise, programme. Dates as 12 September.
Sentence case
Headings, buttons, and labels alike.
Tidy punctuation
No em dashes. An Oxford comma in every list of three or more.