These guidelines define how Unitics.org presents itself to the world — visually, verbally, and tonally. Consistency in these elements builds trust and signals the seriousness of our mission.
| Color Name | Hex Code | Usage |
|---|---|---|
| Navy (Primary) | #0b1f3a | Headers, primary buttons, footer. Represents depth, stability, and the cosmos. |
| Navy Mid | #122b50 | Gradients, secondary backgrounds. |
| Gold (Accent) | #c8974a | CTAs, highlights, dividers. Represents value, warmth, and heritage. |
| Gold Light | #e2b472 | Hover states, subtle accents. |
| Cream (Background) | #faf7f2 | Primary page background. Represents calm, readability, organic texture. |
| Ink (Text) | #1c2b3a | Body text. |
| Muted | #5a6e82 | Captions, secondary text. |
| Font | Usage |
|---|---|
| Cormorant Garamond | All headings (h1–h4), blockquotes, the Unitics logo. A classic serif conveying trust, heritage, and intellectual weight. |
| Outfit | Body text, navigation, buttons, captions. A clean, modern sans-serif for readability and UI clarity. |
Cormorant Garamond — Headings
Humanity Comes First.
Scaling with Intention.
Outfit — Body & UI
Purpose-driven digital scaffolding for ventures committed to the flourishing of Humanity, Habitat, and Heritage.
SECTION LABEL · BUTTON TEXT
Use: Interconnected systems (mycelium, river deltas, neural pathways, murmurations). Human scale and craft (hands working soil, teacher and student). Abstraction and light (soft gradients, data as organic forms).
Avoid: Generic corporate stock photography. Isolated, decontextualized objects. Dystopian or cold, sterile tech imagery (server racks with blue neon).
The Unitics wordmark is "Unitics." with a gold period. Maintain padding equal to the height of the letter "U" around the logo. Minimum size: 120px wide for digital use. Do not stretch, skew, change colors (except white on dark navy), or add effects.
| Attribute | Description |
|---|---|
| Grounded | Calm authority, rooted in research. Not hyperbolic. "The platform reduces overhead by an average of 30%." |
| Precise | Choose words carefully. Distinguish "scaffolding" from "software," "fiduciary" from "trust." |
| Warm | Human and approachable. Use contractions and direct address ("you," "we"). |
| Visionary | Speak of long arcs, systems, and generations. Not afraid of the poetic when it serves clarity. |
| Use These Words | Avoid These Words |
|---|---|
| Scaffolding | Platform (when overused) |
| Co-Evolution | Disruption |
| Regenerative | Sustainable (as a weak default) |
| Fiduciary | Trust (as a verb without legal backing) |
| Emergence | Optimization |
| Intention | Growth hacking |
| Guild | Community (as a generic term) |
| Stewardship | Management |
