Brand decision
Three directions. One decision. Nothing adopted yet.
Each direction is a complete system: a mark that survives 16px, a wordmark, a typographic pairing and a palette. Pick one, and the whole platform follows it.
Aligned
Two offset rounded plates locked to the same baseline: the source string and its translation, aligned. Editorial, calm, paper-like — localization as careful editing, not machinery.
- Typography
- Fraunces (soft-serif display, low optical size) · Public Sans · IBM Plex Mono
- Tagline
- Every sentence, in its place.
- Risks
- Could feel too quiet for a friendly, affordable positioning · Serif display needs careful licensing and fallbacks · Green risks reading as 'eco' rather than 'localization'
Legibility at small sizes
Light field
Signal
A monogram built from a fixed geometric grid: a stem plus a bowl, with three descending marker dots for the languages a string travels to. Precise, engineered, API-first.
- Typography
- Space Grotesk · Inter Tight · JetBrains Mono
- Tagline
- Ship every language on the same commit.
- Risks
- Indigo is the most crowded colour in developer tooling · Least playful of the three; risks reading as enterprise · Needs deliberate warmth in copy to avoid coldness
Legibility at small sizes
Light field
Underline
A confident lowercase b sitting on a hand-weighted marker underline: the human act of marking a phrase and saying 'this one, say it properly'. Warm, approachable, unmistakably not enterprise.
- Typography
- Bricolage Grotesque · Instrument Sans · IBM Plex Mono
- Tagline
- Your website, understood everywhere.
- Risks
- Coral needs care to stay credible for enterprise buyers · Underline motif can be mistaken for a generic 'highlight' brand · Warm backgrounds are harder to keep accessible in dense tables
Legibility at small sizes
Light field
What a decision unlocks
Until one direction is selected, this site stays deliberately neutral: the header mark is a placeholder that is intentionally none of the three candidates.
Once Alex selects a direction, the design tokens, the mark, the typography and the voice are applied across every surface in one controlled change.