Brand Guidelines
2025
Concept
The Toggle
Naming things is hard. "Maddy" or "Maddie"? Both are valid, neither is wrong, and honestly who cares. So we made it a toggle. Pick whichever you want. Switch whenever.
It animates nicely. Satisfying to click. Gives us something to play with that isn't just "look, another gradient." The brand gets a built-in interactive element, which is more than most companies can say about their logo.
Oh and the brandmark? We flipped the LiMSight one upside down and gave it a new coat of paint. It kind of looks like a person with four arms now, so we're calling it "the people" to represent the company behind the product. Is that a stretch? Maybe. But here we are.
Design Inspiration
We had to use "Madd(y|ie)" in the logo. Have you tried setting that in display type? It looks terrible. And there's like three ways to represent "or" visually, like what, a literal OR gate? The toggle was basically the only option that didn't look bad and I guess design do be like that some times.
Logo
Clear Space
Maintain breathing room equal to the icon height on all sides. This ensures the logo remains legible and impactful.
Application
Approved Backgrounds
White
Light Gray
Approved Light Gradients
Lavender (PRIMARY)
Dark Lavender
Treated Photos & Textures
Non-Distracting ELEMENTS
Approved Dark Gradients
Transparent Glass
Avoid
Secondary colors
Linear gradients
Unedited photos
Distorted
Effects
Busy backgrounds
Wordmark alone
Rearranged
Mixed colors
Artwork
Visual Language
Personal & Authentic
Real Artworks
Sourced from archives, libraries, and artists. Hand-drawn illustrations, vintage scientific diagrams, organic textures. Used when conveying warmth, humanity, and the story behind the technology.
About pages · Blog posts · Team content
Atmospheric & Subtle
Treated Photos
Photography desaturated and blended over brand colors. Creates depth and atmosphere without competing with content. The photo becomes texture, not subject.
Hero backgrounds · Section dividers · Motion
Digital & Technical
Bold Graphics
Clean geometric shapes, solid color fills, precise outlines. Minimal iconography with consistent stroke weights. Used when demonstrating capability and precision.
Product UI · Feature diagrams · CTAs
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