Brand Identity / V1.0 / April 2026

Established2024

PalettePrimary + Paper

TypeInter · Instrument

Some Tech Work.

A living brand system — built with care, grounded in utility, engineered to scale across every surface we touch. This document is the single source of truth for how we look, speak and show up.

Primary#E05038

Secondary#F7BE68

Ink#222222

Paper#FAF7F2

§ 01

Essence & personality.

Who we are

Mission

We build technology that feels inevitable.

Some Tech Work partners with teams who care about craft — designing, building and shipping software that earns its place quietly, and then becomes impossible to remove.

Work that lasts.

Personality

Direct. Curious. Unfussy.

We don't oversell, overstyle or overstate. We do the work.

Considered Technical Warm Precise Unpretentious Calm

Audience

Builders & founders.

Early-stage founders PRIMARY

Product-led teams PRIMARY

In-house design leads SECONDARY

Engineering managers SECONDARY

Proof

5 lines.

Pick one, or several. One accountable team owns the outcome from scope to ship.

Promise

Senior-only. Always.

The people who scope the work are the same people who build it, ship it and own it.

§ 02

The mark.

Logo system

№ 01Primary lockup

2024Construction

x = ½ capGrid unit

SVG · aiSource

Variants

Four approved versions — tap to download

Full lockup · Primary

On paper Download ↓

Monogram · Primary

On paper Download ↓

Full lockup · Reversed

On ember Download ↓

Monogram · Reversed

On ember Download ↓

Full lockup · Monochrome

Black on white · print-safe Download ↓

Monogram · Reversed mono

White on ink · dark ui Download ↓

Construction

Clearspace — ½x

Minimum padding

x x x x

The minimum clearspace equals half the monogram's cap-height. Nothing — type, imagery, edges — should enter this zone. When in doubt, give it more air.

Specifications

Technical notes.

FormatSVG · AI · PDF

Min. digital24 × 24 px

Min. print10 mm

Clearspace½ cap-height

File namingSTW_[variant]_[mode]

Colour modesRGB · CMYK · Pantone

Usage — do's and don'ts

Six rules

Use original

Proper proportions preserved.

Don't stretch

Keep the aspect ratio locked.

Don't rotate

Always keep it upright.

Don't recolour

Use approved colour pairs only.

No effects

No shadows, glows or outlines.

Low contrast bg

Avoid busy or competing backgrounds.

§ 03

Colour system.

Tap to copy

Primary · Ember

Signature. Action. Accent.

10%

HEX#E05038

RGB224, 80, 56

HSL8°, 73%, 55%

CMYK0, 64, 75, 12

Click to copy hex ↗

Secondary · Amber

Warmth. Highlight. Depth.

HEX#F7BE68

RGB247, 190, 104

HSL35°, 89%, 69%

CMYK0, 23, 58, 3

Click to copy hex ↗

Ink

#222222

Body · Headings

Paper

#FAF7F2

Canvas · Default bg

Paper 2

#F2EEE7

Surface · Cards

Rule

ink / 12%

Borders · Dividers

Accessibility — approved pairings

WCAG · AA / AAA

Ink on Paper

15.8 : 1 AAA

White on Ink

17.4 : 1 AAA

White on Ember

4.6 : 1 AA

Ink on Amber

11.2 : 1 AAA

Proportional usage ratio across surfaces

60 · Paper

25 · Ink

10 · Ember

5 · Amber

Paper and ink do the heavy lifting. Ember earns attention by staying rare — reserve it for a single primary action, brand moment, or chart highlight per surface. Amber is quieter still, used for warmth and contrast on dark surfaces.

§ 04

Type system.

Inter + Instrument

DisplayInter 800 / 72–180 / –0.04 em

Five lines of work.

Heading 1Inter 700 / 32–48 / –0.025 em

One accountable team.

Heading 2Inter 600 / 24–32 / –0.02 em

Scopes it, delivers it, and owns the outcome.

Heading 3Inter 600 / 20 / –0.015 em

Pick one line, or several — the price stays honest.

BodyInter 400 / 16 / 1.6

We partner with teams who care about craft. The italics in Instrument Serif are reserved for emphasis, editorial moments, and the occasional phrase that needs a little warmth against the sharpness of Inter.

SmallInter 400 / 13 / 1.5

Captions, metadata and secondary information. Kept at 60% ink.

MonoJetBrains Mono 400 / 11–13 / 0.02 em

01 · LABELS · METRICS · TICKERS · KICKERS · TIMESTAMPS

Primary — UI & Body

Inter

Rasmus Andersson · 2017 Open source · SIL OFL

300400500600700800900

Accent — Editorial

Instrument,

Instrument Studio · 2023 Italic only · Sparingly

RegularItalic

Monospace — System

JetBrains Mono

Metadata · Code · Labels Weights 400 · 500

§ 05

Voice & tone.

How we sound

✓We sound like this

Short sentences. Clear verbs. Warmth without flourish.

"One senior team scopes it, ships it, and owns it."
"Pick a line, or several — the price stays honest."
"We don't staff up. We sit closer."
"Built to last — not to look clever."

✕We don't sound like this

Corporate filler. Superlatives. Buzzwords. Aggressive selling.

"Leveraging best-in-class synergies for enterprise-grade outcomes."
"Revolutionary AI-powered solutions that redefine the future."
"We partner with industry-leading disruptors at scale."
"Unlock 10× growth with our proprietary framework."

Clear over clever.

If a sentence needs re-reading, it gets rewritten. No exceptions.

Verbs do the work.

"Ship," "own," "build." Nouns dressed as verbs are banished.

Confident, never loud.

No ALL CAPS. No excess exclamation. The work speaks first.

Specific beats broad.

"£40k. Six weeks. Two engineers." beats "industry-leading velocity."

§ 06

The brand in the wild.

Applied

Stationery · Business card

Aarav Sen

Principal — Engineering

aarav@sometech.work → sometech.work

Social · Avatars

Favicon · Browser

Some Tech Work

sometech.work

https://sometech.work/

Comms · Email signature

Maya Patel

Co-founder · Some Tech Work

+44 7700 900-123
Five lines of work. One accountable team.

sometech.work ↗ linkedin ↗

Product · In-app

Dashboard

Four projects shipped this quarter.

Start a brief View work

Merch · Apparel

§ 07

Take the kit.

Assets

Everything you need.

Every SVG here is the original source file — no raster conversions, no bitmap fallbacks. Drop straight into Figma, print, code or anywhere pixels travel.

Need a format not listed? → brand@sometech.work

SVG

Full logo

Transparent · orange · horizontal lockup

SVG

Full logo — reversed

On-colour · white on ember

SVG

Monogram

Transparent · orange · square avatar

SVG

Monogram — reversed

On-colour · white on ember

SVG

Full logo — mono

Black on white · print-safe

SVG

Monogram — mono

Black on white · print-safe

Brand v1.0 · Last revised April 2026

sometech.work ↗