Brand & assets
The building blocks of the Datum identity — a flat, solid, squared-off system shared across the whole suite. Everything here is generated from the same source as the apps, so it never drifts.
The mark
A flat teal tile with a single bold white glyph — the studio "d". Solid colour, sharp terminals, an only-just-softened tile. Use it on its own or in the wordmark lockup, where it pairs with Datum set tight. Give it clear space of at least half the tile's height on every side.
Colour
Teal is the primary brand colour and the single family accent — every Datum app shares it, so the suite reads as one system. The neutrals ground it in both light and dark.
Typography
The system sans stack — -apple-system / Segoe UI / system-ui —
set tight and heavy for headings (weight 800–840, negative tracking) and regular for body. A
monospace stack (SF Mono / Consolas) carries eyebrows, tags, versions, and the datum_
wordmark. No web-font download, so nothing ever flashes or falls back.
The app icons
One flat tile, one bold white glyph, a uniform stroke — a single family. Legible down to Marketplace search-result size.
Usage
Do
- Keep it flat and solid — one colour per tile.
- Use sharp terminals and the squared tile.
- Preserve clear space and the teal primary.
- Scale the whole mark; keep proportions.
Don't
- Add gradients, gloss, or drop shadows.
- Round the glyph or over-round the tile.
- Recolour the mark or stretch it.
- Place the white mark on a light background without its tile.