Brand
Brand guidelines
The visual and verbal identity of Haydes. These guidelines ensure consistency across all touchpoints — from our website to our products, from research papers to press materials.
Brand Philosophy
Haydes exists in two states — not modes, but states of being.
Black — Discovery
The state of seeking. Of encountering reality without preconception. Of asking the guiding question before forming an answer. This is where intelligence begins.
White — Explanation
The state of sharing. Of making understanding accessible. Of presenting discovered truth with clarity and evidence. This is where intelligence communicates.
Logo
Use the negative (white) logo on dark backgrounds
Use the white (black) logo on light backgrounds
Maintain clear space equal to the height of the 'H' on all sides
Scale proportionally — never stretch or compress
Do not place the logo on busy or low-contrast backgrounds
Do not alter the logo colors, add effects, or rotate
Do not use the logo smaller than 120px wide
Do not place other elements inside the clear space zone
Color
Discovery Black
#0A0A0A
Primary background. The state of discovery.
Explanation White
#F7F6F2
Primary text. The state of explanation.
Gold
#C8A15A
Accent. Focus states, interactive highlights.
Warm Black
#111111
Secondary background, elevated surfaces.
Deep Black
#1A1A1A
Tertiary background, cards.
Elevated
#1F1F1F
Modal and overlay backgrounds.
Warm White
#D6D3CD
Secondary text.
Muted
#A8A49E
Tertiary text, labels.
Subtle
#78746E
Disabled text, placeholders.
Border Default
#2A2A28
Default borders, dividers.
Border Subtle
#1A1A18
Section dividers.
Border Strong
#444440
Hover states, emphasis.
Typography
H1
48–60px
Light (300)
Page titles, hero headlines
H2
24–32px
Light (300)
Section headings
H3
18–20px
Light (300)
Subsection headings
Body
16–18px
Light (300)
Primary reading text
Small
14px
Light (300)
Secondary text, captions
Label
12px
Medium (500)
Section labels, uppercase, wide tracking
Line height is set to 1.72 across all body text — providing more air between lines for a calmer, more readable experience. Labels use wide letter-spacing (0.2em) with uppercase for visual hierarchy without weight.
Voice & Tone
Understand before speaking
Every word we produce is grounded in understanding. We do not speculate, exaggerate, or fill silence with noise. If we do not understand something, we say so.
Precision over persuasion
We do not sell. We explain. Our language is precise, evidence-based, and free of marketing superlatives. We trust the reader to draw their own conclusions from clear information.
Quiet confidence
We do not shout. We do not use exclamation marks. We do not promise the future. We state what we are building, why it matters, and let the work speak.
Timeless over trendy
We avoid jargon, buzzwords, and temporal references. Our language should read as clearly in ten years as it does today. We write for permanence.
Evidence over assertion
Every claim is supported. Every conclusion is traceable. We do not say 'revolutionary' — we show what we built and explain why it is different.