Brand guide
How nac presents itself — wordmark, color, typography, motion, and voice. For internal use and for partners producing material on the firm’s behalf.
01 — Wordmark
Lowercase, always.
The brand is “nac” — set in Cormorant Garamond, lowercase, paired with the navy square at the cap height. “notacompany.com” is the domain, never the name. The legal line is “nac — a trademark of Gravity Holdings.”
02 — Color
Ink, cream, and a cold light.
Ink
#060607 · Background
Panel
#090909 · Cards & panels
Cream
#ECEAE4 · Type & actions
Navy
#14304F · Mark only
Tide
#3F86AD · Mesh
Sand
#EFE2C0 · Mesh
Depth
#0E2740 · Mesh
Ice
#7FB6CD · Mesh & pulse
The mesh colors exist only inside the gradient panels. Interface chrome is ink and cream alone — no accent colors in text, buttons, or borders.
03 — Typography
Three voices, three faces.
Cormorant Garamond
Display · headlines, names
We craft unique human experiences.
IBM Plex Sans
Text · body, interface
Body copy is set at 16px over a 1.65 line height, in cream at 62% opacity. Sentences are short. Claims are specific.
IBM Plex Mono
Detail · labels, data
Section labels · uppercase · 0.16em tracking
04 — Motion
The heartbeat.
The signature motion is a resting human pulse: a lub-dub every two and a half seconds, applied to the mesh panels and the live indicator dot. Nothing else on the site moves without user intent.
cycle: 2.5s · beat 1 at 6.8% · beat 2 at 20% · rest to 100%
05 — Voice
Measured, specific, human.
- Write as the firm — “we”, never “I”. Tiago’s Feed is the one signed exception.
- Numbers over adjectives. “Sixteen companies, five exits” — not “extensive experience”.
- No exclamation marks, no jargon, no hype. If a sentence could appear in a pitch deck, rewrite it.
- “Human first” is the thesis, not a slogan — use it sparingly, and always as a full sentence.