Brand guidelines
Ink, paper and one sealed window
How Gloam looks, sounds and shows up. Use these rules for anything with our name on it: product, decks, posts, partner pages.
Logo
The mark is an ink tile with a window sealed into its corner: a balance only its owner can look into. Pair it with the wordmark in Aeonik Medium. Never redraw either.
Clear space
Keep a margin around the mark at least the size of its window (w). Nothing else enters that space: no text, no edges, no other logos.
88 px wideMinimum size
Mark at 16 px, wordmark at 88 px wide. Below that, use the mark alone.
Colour
Ink and paper do the work. Greys lean a degree cool so they read as chosen. One tint of Gloam green marks what is private, sealed, verified or paid, and nothing else. Hierarchy comes from value, not hue.
The proportions on any screen. Green stays at or under five percent: a dot, a badge, a glint, never a fill.
Ink
Type, primary actions, the mark
RGB 11 12 14
Paper
Ground, space, calm
RGB 255 255 255
Graphite 1
Surfaces, tiles, wells
RGB 243 244 245
Graphite 2
Hairlines, dividers
RGB 228 230 233
Graphite 3
Secondary text
RGB 95 99 106
Night
Dark ground
RGB 8 9 10
Gloam green
Private, sealed, verified, paid
RGB 46 125 83
Green tint
Behind a sealed badge
RGB 230 242 234
Green on night
The sealed signal in dark mode
RGB 143 211 173
Do
- Use green for a sealed dot, a "Private" badge, a paid check.
- Let a single ink button be the loudest thing on screen.
- Design light and dark as equals. Both ship.
Don't
- Make buttons, backgrounds or headlines green.
- Add blue, purple or yellow accents. Ever.
- Use pure grey #808080 neutrals. Ours lean cool.
Type
One family, Aeonik, in three weights. Large type is light and quiet; emphasis comes from size and space, not weight. No monospace, anywhere: addresses and amounts use tabular figures instead.
Aa
Light 300Display
Regular 400Body
Medium 500Emphasis, labels, buttons
Display XL
Light 300 · 88 / 1.02 · -2.8%
Private money
Display L
Light 300 · 58 / 1.06 · -2.2%
Run payroll in one upload
Display M
Light 300 · 40 / 1.1 · -1.8%
Your private balance
Title
Regular 400 · 20 / 1.3
October payroll, 5 people
Body
Regular 400 · 15 / 1.55
Gloam pays everyone from your private balance and sends each payment for you.
Label
Medium 500 · 11 · caps · +8%
Private balance
Sentence case
Headlines and buttons read like sentences. No Title Case, no ALL CAPS headlines.
Numbers stay light
Balances are set large in Light 300 with tabular figures. Never bold money.
No monospace
Addresses, hashes and code use Aeonik. Tabular figures keep them aligned.
The field
Our one atmospheric device: a luminous haze inside a rounded panel. Silver by day, graphite by night, with a single green glint low in the corner. One field per view, never as a full-page background, never behind body text.
Illustration
Copperplate etching, two tones only: ink and paper. Wide, quiet horizons and one small human figure carrying something sealed. It says what we do without a diagram: money crossing open ground, with its contents kept private.
Two tones
Pure ink on pure paper, or reversed. No grey washes, no colour, no gradients.
One small figure
A courier, a traveller, a messenger. Small in the frame, never a hero portrait.
Where it lives
Footers, editorial headers, social banners and decks. Not inside the product UI.
Voice
Plain, specific, calm. We say what happens to the money in words a payroll manager would use. Confidence comes from facts, not adjectives.
Plain
Name things by what people recognise.
“Pay your team privately.”
Specific
Real numbers, real limits, real names.
“A private payment settles in about 8 seconds.”
Calm
No hype, no exclamation marks, no emoji.
“Nobody, including us, can move your money.”
We say
Instead of
- Private balanceShielded note, UTXO
- Add money privatelyShield into the pool
- Cash outUnshield, withdraw to EOA
- Claim linkBearer ticket
- Gloam addressReceive tag, stealth meta-address
- Prove what you holdSelective disclosure
- Hide my walletUse the relayer
- Private transferNullifier, commitment, Merkle root
Punctuation: no em dashes. Use a comma, a colon or a full stop.
Interface
The product follows the same rules, so the app and the site feel like one object.
Private balance
Only you12,480 USDG
One primary action
A single ink pill per screen. Everything else is a ghost or a quiet link.
Hidden amounts are dots
A short row of dots, never black bars or blur. It reads as sealed, not broken.
Sealed is a green dot and a word
Private, sealed, verified, paid. Always paired with a label.
Cards float on soft ground
White cards on a soft grey ground by day, graphite on night by night.
Light numbers, big
Money is the largest thing on the page and the lightest weight.
Mark, label, headline
Every post has the same three parts: the wordmark top left, one short label, a headline of two lines at most.
One idea per post
Say one thing. A product card can support it, never a collage of features.
Footer stays put
gloam.trade on the left, where we are live on the right. Leave it in.
Press screenshots
The real product at 2x, framed on the field. Use them as they are: no redrawn screens, no device mockups, no added badges.
Presentation
A cover, a section divider and a closing slide at 1920 × 1080. One idea per slide, set large and light, with room around it.
Wallpapers
The silver field for the desk, the courier for the dark. Desktop at 2880 × 1800, phone at 1179 × 2556.
Partners
When Gloam sits next to another name, both logos get equal room and nothing crowds them. Email signatures stay just as quiet.
Downloads
Everything in one archive, sorted into folders, or file by file. Need something that is not here? Ask on X.
The Gloam brand kit
Logos and the partner lockup, social headers and post templates, slides, wallpapers, press screenshots, the etching and an email signature.
64 files in seven folders, about 11 MB
Download .zipLogo
Social
Presentation
Press
Social and press
Headers, posts and product shots, sized for each platform and made in both themes. Keep the headline short, set it in Aeonik Light, and let the field carry the mood.