Pale Blue.

Seen by Voyager 1, Earth is a single pale blue dot, barely a pixel wide, alone in the dark. Carl Sagan called it the Pale Blue Dot.

That’s how the studio sees the businesses it builds for. The corner restaurant and the two-person moving crew aren’t small. They’re somebody’s whole world. Read the full story

Most businesses are invisible online. Not because they aren’t great at what they do, but because their website doesn’t reflect it.

The studio itself had to clear the same bar: credible enough for government buyers, approachable enough for a local business owner, and fast enough to prove the point on any phone.

A calm, clear brand that puts the work first: one strong blue, plain language, and a fast site. Flat prices you see upfront, straight answers even when they cost us the work, and a finished site you own outright.

A two-weight wordmark: “pale” set heavy, “blue” set light, so the name reads as two words without a space. The mark is a pale blue dot inside a single orbit. In white on a blue tile, it’s also the site’s browser and home-screen icon. An all-white version sits on blue.

In use: folder, business cards, sign and apparel.

Five core colors run the whole site, and a blend of blues marks the key words in headlines and the main buttons. Six accents are reserved for icons, and each passes 3:1 contrast on white.

Figtree Light for headlines (Regular for the homepage’s, a touch firmer over the dark hero), with the key words in blended blues; Instrument Serif italic for the one word that changes in the homepage headline; Manrope for everything else. All three are self-hosted, so pages load fast and nothing comes from a third party.

Solid icons, one accent each. The same idea always gets the same color: time and speed in orange, ownership and money in green, government in gold.

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Designed phone-first. The menu bar stays at the top of every page, and on phones it opens into a menu card. The main button is one pill in blended blues with the arrow inside.

• Wordmark and light variant
• Browser icon
• Core palette and icon accents
• Type system
• Solid icon set
• Button and link styles
• Responsive website
• Work, process and brand pages
• Free website score tool
• Self-hosted, static build