awm-design
Editorial terminal. Calm, editorial content with a monospace system layer for anything that behaves like an interface, and one gradient used like a signature, never like a wash.
Principles
- Restraint first. Warm monochrome by default. Hairlines over boxes, no drop shadows, no decoration that does not carry information.
- Two voices of type. Writing speaks serif and sans; the system (labels, paths, dates, tags, buttons) speaks mono, lowercase.
- One gradient, small doses. The logo gradient is the signature and appears in a handful of deliberate places.
- Warm, never pure. Cream and warm near-black grounds, never pure white or black.
- CLI as seasoning. A path, a cursor, a prompt glyph. Never a fake terminal, never green on black.
- Quiet motion. 150 to 300 ms, ease-out, small rises and opacity pulses.
Logo
The mark is three gradient strokes forming the "awm" monogram. It always stands alone, with no wordmark lockup.
primary · gradient on creamprimary · gradient on warm black
ink · one colour, light stock
white · on photos and dark fills
wave · icon and favicon- Clear space: at least the height of one stroke, about a quarter of the mark's height, on every side.
- Minimum size: 22 px tall on screen, 6 mm in print. Below that, use the one-colour version.
- Never: recolour the gradient, rotate, outline, add shadows or glows, stretch, or place it on busy imagery without a solid field.
Colour
A warm, quiet palette with one solid accent. Each swatch shows light on the left and dark on the right.
Roughly 90% ground and text, 8% muted and hairline, 2% accent and gradient. On light grounds the accent is for large type and marks; small text uses the darker link red.
The gradient
Violet to red, left to right. The logo stops on top, the slightly lighter interface stops below.
| 1 | 2 | 3 | 4 | 5 | |
|---|---|---|---|---|---|
| logo | #5951D8 | #843AB5 | #C23584 | #E2306C | #FD1D1D |
| interface | #6C65DE | #955BC4 | #CB4F96 | #E65684 | #FD4A4A |
It appears only as the logo, a small cursor block, short ticks above section titles, one italic emphasis word per heading, thin hover and selection borders, and a reading-progress line. Never a background wash, never a whole headline.
Type
Three free Google Fonts, each with one job.
Large serif takes slight negative tracking. Mono is always lowercase. Content is sentence case.
Motifs
Small, typographic, one or two per piece.
Voice
First person, plain, understated enthusiasm. Short sentences. People are credited by name. The greeting is "Hello Data Minds." No em dashes: a colon, a comma or a full stop instead. No emoji.
"Insight, designed. Numbers, proven." One gradient word, and the rest in plain serif.
Formats
| format | size | layout |
|---|---|---|
| social card | 1200 x 630 | warm black, mark top-left, path and cursor, two-line serif headline, prompt strip, mono identity line |
| LinkedIn banner | 1584 x 396 | left 400 px clear for the photo, serif line and strip right of centre |
| slide | 1920 x 1080 | 96 px margins, path eyebrow, serif title, mono footer |
| flyer | A4 / A5 | 15 mm margins, mark top-left, serif headline in the upper third, details as a mono key/value block |
| business card | 85 x 55 mm | front: the mark on warm black; back: name in serif, details in mono on cream |
| avatar | square | the wave centred on warm black, the only centred use |