:analog
The name is always lowercase. The colon always comes first. Never "Analog" or "analog:" or ":Analog". Just :analog.
The colon references the command line, programming syntax, the pause before something begins. It suggests interface, precision, code. The word analog suggests the human, the physical, the real.
Together: software that feels human. Digital tools with analog soul.
The mark
The logo is :a. A colon followed by lowercase a. No special font treatment. Just text rendered in the system font.
Use on dark background when possible. Use on light background when necessary. Never add effects, gradients, or embellishments.
Monochrome
The palette is grayscale. No accent colors. No brand colors. Just black, white, and the grays between.
Color should come from content, not interface. When users add images, those images provide color. The interface stays neutral.
System fonts
We use the system font stack. On Mac, this is SF Pro. On Windows, Segoe UI. On Linux, whatever the system provides. No custom fonts. No web fonts. No loading.
Headlines are semibold
Body text is regular weight. Line height is generous. Paragraphs breathe.
For labels and metadata, use lowercase with letter-spacing. This creates visual hierarchy without additional font weights.
How we write
Direct. Precise. No fluff. We write like we code: every word earns its place.
Avoid marketing speak. Avoid superlatives. Avoid promises we cannot keep. State what is. Let the work speak.
The :prefix
All product names start with a colon. Lowercase. Short. One word or syllable preferred.
:memo, :track, :voice, :look, :clip, :run
The colon creates a family. Every product is instantly recognizable as part of :analog.
The colon is visual, not required
The colon is a servicemark, a visual identity element. It is not required for search, speech, or casual reference.
Users can find us by searching "analog software" or "analog memo". Social handles, domain names, and SEO all work without the colon. The word is the name. The colon is the mark.
In formal branding: :analog. In conversation: analog. Both are correct.
Text emoticons
The colon connects to two histories at once. The command line. And the original digital expressions: text emoticons. Made from punctuation before corporations gave us yellow faces.
This is on-brand. Human ingenuity with limited tools. Analog-era digital communication.
Use sparingly and intentionally:
Never use modern emoji. Only text emoticons made from punctuation. This keeps expression monochrome and typographic.