The rules that hold before the logo does.
The ANVE identity as it stands: a text wordmark, one typeface with one italic accent, paper and ink, one colour used rarely. The symbol is still in exploration — see the journal.
The word is the mark.
Uppercase, the display sans at 700, tracked to −0.045em. Never an icon beside it. When the symbol lands it replaces this in exactly two places — the nav and the footer.
Three families, three jobs.
Headlines, interface, body. 400–700. Tight at display sizes, legible at 12px. Everything is set in this unless a rule below says otherwise.
One word per headline. That's its whole job. Optical size 144, softness 30. Never for body, never for more than one word.
Dates, categories, captions, version strings. 11–12.5px, uppercase, tracked .12em. It's the voice of the system, not of a person.
h1 clamp(44px, 6.4vw, 92px) 600 −0.035em line 1.0 h2 clamp(30px, 3.4vw, 44px) 600 −0.02em line 1.05 h3 22px 500 −0.012em line 1.2 lede clamp(19px, 1.6vw, 22px) 400 −0.01em line 1.4 ink-2 body 17px (19px in articles) 400 line 1.55 meta 12px mono, uppercase 400 +0.12em ink-3
Paper, ink, one accent.
The accent is for hover, selection and the status dot. Buttons are ink. If you notice the accent, it is overused.
Four companies, four colours.
Each company owns one colour. It lives in its imagery and appears on its page as the italic word and the eyebrow — nowhere else.
ink-2 rgba(20,20,18,.62) secondary text ink-3 rgba(20,20,18,.40) metadata line rgba(20,20,18,.12) hairlines line-2 rgba(20,20,18,.22) input borders, hover rules grain 3.5% fractal noise, fixed, over everything
Full width, hairlines, lists.
Grid
Edge to edge with clamp(24px, 3.4vw, 56px) padding. 12 columns, 24px gutter. Reading measure 680px.
Rhythm
128px between sections on desktop, 80px on mobile. Sections separated by a single hairline, never by a background change.
Headline split
Headline left in 7–8 columns; description right in 4–5, bottom-aligned. The eye reads the statement, then the detail.
Cards
Only for things that are items — journal entries, releases. Everything else is a list with rules between rows.
Plates, not stock.
Abstract, grainy, quiet. Contour lines, halftone, isometric grids, colour fields. On paper or on black. Real photography from Studio replaces these as it's made; nothing else changes.
Say what exists. Date it.
Voice
- Prefer the specific number to the adjective.
- Never claim a result we can't link to.
- Write like the reader is smart and busy.
- One moment of humour per page, usually typographic.
- No "revolutionary", "seamless", "cutting-edge", "unlock".
Motion
- 12px fade-up on reveal, 600ms, once.
- Images ease 3–4% on hover, 1.2s.
- Rows shift 6–8px on hover.
- Nothing loops except the status dot.
- prefers-reduced-motion turns all of it off.
Using the brand?
Partners and press: write for the current wordmark files and usage notes.
anvecompany@gmail.com