Palette
Four values and a hairline. Each one with a stated job, so a fifth colour has to argue for itself.
Brand
kit.
A brand is a set of decisions, written down. Zyrn documents them to the value rather than to the mood — a palette with hex codes and rules, a type scale with numbers, a motion law, and a voice with things it will not say.
01 — PALETTE
000%
#6E56F8
The accent. Emitted by the field; printed only on the mark.
DISPLAY / 72Organizations
TITLE / 40Engineered, not decorated
LEDE / 20Structure is what a firm does under pressure
META / 11DECISION RIGHTS / INCENTIVES / GOVERNANCE
SPACE GROTESK 400—500 · IBM PLEX MONO 400—500 · NO THIRD FAMILY
ZYRN
ZYRN
OFFSET 0.1em · TOP LEFT, BOTTOM RIGHT · SEAM 2px PULSE · ONE-WAY
Four values and a hairline. A fifth colour has to argue for itself, and so far none has.
What it covers
Six modules. Every value is a number or a rule, never an adjective.
Type
Two families, four weights. A scale with sizes, tracking, and line-height, not a mood board.
The mark
Construction, clear space, minimum size, and the one motion it is allowed to make.
Motion law
Durations, easings, and what is forbidden. Motion is specified like spacing.
Voice
How the firm states terms. Includes the list of things it does not say.
Application
The kit applied across surface, deck, and document, so the rules survive contact with real work.
How it runs
Three phases, the same three every line runs. Measured at each one.
P.01
Diagnose
Three to four weeks. What the firm already signals, what it intends to, and where the two disagree.
P.02
Document
One quarter. The kit written to values, then applied across live surfaces to prove it holds.
P.03
Calibrate
Ongoing. The kit is versioned; every exception is either absorbed into it or refused.
What changes
Signals the diagnostic watches, and the direction they are expected to move.
- CONSISTENCY New material is on-system without review.
- DECISION COST Fewer arguments about taste, because the value is written down.
- RECALL The mark survives being redrawn by someone outside the firm.
- EXCEPTIONS Trend toward zero, or toward being absorbed into the system.
Decisions,
written down.
The engagement closes when the team applies the system without asking permission.