Temida brand kit
White paper, dark ink, one calm colour, a serif for the headline. Nothing that shouts.
The mark
Temida's scales on a Greek column: a fluted shaft, one beam, fine hangers and two flat pans. White on the slate tile, slate on its own. No text, no outline. It has to read at 29 points.
Colour
Slate is the only colour the brand owns. Red, amber and green mean deadline, soon and done, and only ever sit on data. Never cream, sand, yellow, brown, purple or teal.
#2b3550 · dark #9fb0d6#5c6b8a · icon top#ffffff · dark #000000#f5f5f7 · dark #1c1c1e#1d1d1f · dark #f5f5f7#b03220#976316#1f6e46Type
Headlines are set in Temida Serif, because a brief is set in a serif. Everything else is the system font. Labels are sentence case, never spaced-out capitals.
Your case, in one brief.
Temida Serif Semibold · Newsreader, renamed, SIL Open Font License · WOFF2 · licenceControls
One control: a 48 point capsule. Filled with slate for the main action, outlined for the rest. Focus is a 4 point ring at 30 percent slate.
Space and shape
An 8 point grid. Cards round at 28, grouped lists at 20, fields at 12, controls fully. Side margin 20, reading column 680.
Structure
The same five places on every platform, in the same order.
| Place | Web | iPhone | Mac |
|---|---|---|---|
| Case: what happened, the clock | Section I | Tab | Sidebar |
| Tasks: steps, Reminders, Calendar | Section III | Tab | Sidebar |
| Money: projection and scenarios | Section II | Tab | Sidebar |
| Files: documents and case law | Section IV | Tab | Sidebar |
| Profile: account and settings | Header | Tab | Sidebar |
Voice
Short sentences, plain words, no em dashes, no hype. Say what to do next and why now. Temida is a planning aid, not legal advice, and says so once where it matters.