Brand Assets · 2026

One system.
One voice.

Five signals · one monospace family · proof over decoration. We're not building a better interface — we're building the system where product work gets done, and the brand should say exactly that.

BSP-hero-brand-asset

Master logo

The name, the stones, and enough space to breathe.

The wordmark pairs with a triangle symbol that also stands alone. Use the color lockup on light surfaces and the white lockup on dark. Keep clear space equal to the height of the triangle on all sides, and never rebuild, recolor, or crowd it.

Color

Six colors. Five signals.

Five colors each carry a piece of the strategy — never decoration. Dark Navy is the sixth: the ink they sit on. White leads on ~80% of every surface, Indigo is loud but rare, and each signal color has exactly one job.

Primary

White

#FFFFFF

80% of every surface. The discipline of not burying the message.

Space · Confidence · Infrastructure
Primary

Indigo

#441EFF

The blue in our name. 1–2 words per surface: loud but rare.

Boldness · Identity · Brand voice
Primary

Dark Navy

#0A2540

Body text and dark panels. The anchor behind the light.

Ink · Depth · Dark surfaces
Secondary

Bright Cyan

#5BE3F0

Wherever the system is in motion — agent calls, live counts.

Motion · Agents · Live data
Secondary

Electric Mint

#ADFFB5

The unmistakable 'this works' signal. Passed & validated states.

Validated · Proven · Green-lit
Secondary

Light Blue

#F1FAFE

Supporting surface — cards, sections, data blocks.

Calm · Platform · Quiet authority

How to use

  • White leads — keep 80% of every surface open.
  • Indigo is rare on purpose: 1–2 words per surface. Rarity is the power.
  • Every signal color has one job — cyan = motion, mint = validated. Never let them compete.

Typography

JetBrains Mono. The typeface of infrastructure.

Monospace is the typography of code, terminals and API docs. Before a word is read, it signals: structured, precise, technical. One family carries everything — headlines, body, badges, stat values.

JetBrains Mono

Aa
0123456789 { } =>
Eight weights · Thin → ExtraBold
  • agentic Thin · 100
  • agentic Regular · 400
  • agentic Bold · 700
  • agentic ExtraBold · 800

The brands building the new infrastructure of the internet chose this register — Stripe Press, Vercel, Linear, GitHub. We're claiming our place in that conversation. For long-form reading — ebooks and blog bodies — set copy in Roboto Mono, a warmer monospace tuned for length, while JetBrains Mono stays brand face.

Hero diagrams

Point at the evidence.

Our hero images don't illustrate the product — they are the product's own logic, drawn in the brand. UI fragments, not stock art. Below is the grammar every visual asset is built from, shown as a live agent workflow.

Supplier onboarding · run #4820

MCP · live
  • Ingest supplier feed
    Agent Passed
  • Enrich attributes
    Enriched Passed
  • Validate against channel
    Rule set Running
  • Publish to storefront
    Sync Live
Example — a live agent workflow rendered as a status table. One thin indigo line holds it together.
  • Cards on white

    UI fragments, not stock art. The asset is the platform.

  • Status circles

    Green-lit mint = a real, passed state. The eye lands on the payoff.

  • Motion in cyan

    Agent calls, live counts, anything in flight.

  • Tag pills · mono labels

    Agent · Enriched · Published. Everything reads like the product.

Do

  • Lead with white space — let the message breathe.
  • Build visuals from real UI fragments and platform logic.
  • Reserve indigo for 1–2 words that matter most.
  • Use mint only for validated, passed, done states.
  • Set everything in the monospace family.

Don’t

  • Recolor the logo or place it on busy backgrounds.
  • Let cyan and mint compete — each has one job.
  • Flood a surface with indigo. Rarity is the power.
  • Reach for stock photography to explain the product.
  • Stretch, rotate, or add effects to the mark.
Daniel Herrera Gallo

Daniel Herrera Gallo

Graphic Designer Bluestone PIM

daniel@bluestonepim.com

Questions on the brand, or need an asset that isn't here? Daniel keeps the system honest — reach out.