Five non-negotiables that govern every choice in this document. When a rule here conflicts with a rule later in the book, this chapter wins.
Nothing shouts. Color is used for meaning, not decoration. Motion is restrained. Typography earns emphasis through scale and spacing, not weight and color.
Read like a fashion book first, an app second. Generous margins. Rules over boxes. Cards are the exception, not the rule.
Black, white, and a family of greys — plus Paper, a single warm cream that carries the brand. Semantic colors are tuned down, not dialed up.
Neue Haas Grotesk Display does everything. Avant Garde is reserved exclusively for the wordmark. Resist the temptation to add a serif or a display face.
Tables, KPIs, and reports are first-class citizens of this brand. They deserve the same typographic care as a lookbook cover.
All figures use tabular numerals. Currency, percentages, and dates never wobble across rows.
The Melagence wordmark is set in ITC Avant Garde Gothic Medium, custom-spaced. It is the only element in our system that uses this face.
The wordmark stands alone. There is no symbol, no tagline, no container. Use on paper or ink backgrounds in equal measure.
Reserve a margin equal to the cap-height of the wordmark (x) on all four sides. No element — photography, type, rule, or edge — may enter this zone.
Never colorize, outline, stretch, re-space, or place the wordmark in a container. When a background competes, switch to the ink lockup on paper or the paper lockup on ink.