Brand system
Brand
Thabrew Effect is what happens when one orchestrator holds visibility, accessibility, and conversion as a single system. The brand is monochrome and authoritative, with one accent used only for emphasis, so the craft and the work carry the impact.
Logo
The logo
The logo is an upward chevron with the wordmark set as THABREW in caps and effect. in lowercase. It is used only in solid black or solid white and inverts to sit on any background.
- Use solid black on light backgrounds and solid white on dark backgrounds.
- Keep the mark and wordmark proportions locked. Never redraw or rearrange.
- Give the logo room. Respect the clearspace on every side.
- The mark alone is the app icon, favicon, and avatar.
Clearspace
Room to breathe
Keep clearspace equal to the height of the chevron on all sides. Never crowd the logo with type, edges, or other marks.
Minimum size: 120px wide for the full lockup on screen, 24px for the mark.
Misuse
Do not
The logo integrity is fixed. Do not do any of the following.
Color
Ink, paper, and one accent
The base is monochrome: ink and paper with a neutral ramp for structure. On top sits a single accent, a red to orange gradient, used only for emphasis. The logo and wordmark stay strictly black and white.
Accent
Emphasis only: primary actions, focus and status, and a rare display moment. Text on the accent gradient is always white. The solid red is the safe token for small UI and accent text on a neutral ground. It never touches the logo.
Neutral ramp
Type
Two typefaces
Nasalization carries titles: wide, geometric, and confident. Open Sauce carries body: clean, humanist, and highly legible.
Titles and display
Aa
Nasalization
Body and interface
Aa
Open Sauce. Digital experiences that matter. Visibility, accessibility, and conversion, orchestrated by one owner.
Scale
Desktop / Mobile pxVoice
How we speak
Confident, clear, forward-looking. Real sentences, not slogans. Real numbers signal seniority. The brand speaks, in the third person (ADR 0008).
Do
- Speak as the brand, in the third person.
- Lead with the outcome and real credentials.
- Use specifics and real numbers you can defend.
- Sound like one expert, not a committee.
Do not
- No first-person "I", no "we" as a team.
- No marketing-deck adjectives or hype without proof.
- No poster fragments or market lists as copy.
- Never use an em-dash.
Boilerplate
Thabrew Effect is the studio of Dumidu Thabrew, the Orchestrator: one owner holding visibility, accessibility, and conversion as a single system, so the work compounds.
Elevator pitch
One orchestrator holds visibility, accessibility, and conversion together, with no handoffs between strategy, design, build, and growth. That compounding is the Thabrew Effect.
Motion
Kinetic, controlled
Motion is kinetic but controlled. Enter with the emphasized ease, settle fast, and always honor reduced-motion.
The signatures
Everything rises, the chevron recurs, and sequences compound. Hover the button to watch the ink fill ascend and invert the label.
Fast
200ms
--dur-2
Base
320ms
--dur-3
Slow
720ms
--dur-5
Standard
--ease-standard
Out
--ease-out
Emphasized
--ease-emphasized
All motion honors prefers-reduced-motion.
Components
Interface kit
The interface kit. Every component is built from tokens and animates in the brand language. Monochrome, with the accent for emphasis on primary actions, focus, and status. Precise and kinetic.
Buttons
Links
A sentence with a hover-underlined link inside it.
Badges and tags
Inputs
Tooltip and loaders
Toggle
Tabs
Faster, leaner, measured. Every millisecond earns its place.
Modal
Progress
Determinate progress, filled in ink.
Accordion
Found by people and by machines. Search and answer engines, together.
Frictionless to reach and genuinely inclusive. Easy to find, easy to use, for everyone.
Attention turned into outcomes. The whole journey, owned.
Dropdown and magnetic
On a desktop the pointer becomes the mark, and it grows over anything interactive.
Downloads
Assets
Download the logo and mark in black or white, as SVG, PNG, or JPEG. PNG is transparent. JPEG ships on a solid background.
Primary logo
Mark
Assets are generated in your browser from the source SVG.