The mark
The Atidus mark is a sun at daybreak, half above the horizon. We show it still rising because we never consider the work finished.
The sunA white half-disc, always cut by the horizon. We never show it whole. On screen it is drawn as light rising from below the horizon.
The horizonA single blue bar under the sun. It is the one place the brand uses colour.
The AThe A has no crossbar. It is drawn as a caret, the proofreader’s mark for “insert here”, a sign of close attention.
The nameFrom atid, Hebrew for the future, and atidus, Lithuanian for attentive and careful.
Colour
Night#0B0B0CBackgrounds
Daylight#FFFFFFThe sun and headlines
Horizon blue#1F4BFFLight, never a surface: the horizon bar and small live points
Deep blue#06185DThe ground the page lifts off, lit toward the horizon
Dusk#86868BThe second tone in headlines and secondary text
Blue behaves like light on a dark sky. It appears at full strength only where light gathers. Large blue areas use the deep end of the same hue.
Type
GeistHeadlines in Light, body in Regular. Headlines pair white with Dusk grey to set off the second half of a line.
GEIST MONOSmall labels, dates and numbering only, in capitals with open tracking.
Use
Clear spaceLeave at least the height of the sun on every side of the mark.
Minimum sizeUse the icon alone below 80px wide. Never set the full logo below 64px.
Keep it wholeDon’t recolour the sun, separate the bar, add effects, or redraw the A.
Press
Atidus is a product studio. As Femur Labs, it built and funded six software products of its own, used by many around the world. It now builds alongside early founders with its code and time, and backs them with small checks.
Press enquiries: [email protected]