NEWTON & CARTER / IDENTITY SYSTEM 01
Two parts.
One clear identity.
Human judgment. Machine capability. A visual system built on the same idea: distinct strengths, working together.
01 / THE IDENTITY
Meet Twofold.
A paired mark. A confident wordmark. Built to stay clear at every scale.
Give it room.
Keep at least one quarter of the symbol’s visible height clear on every side. Use the full lockup at 200 px wide or larger, and the standalone symbol at 24 px or larger. Measure clear space from the artwork, not the file bounds.
Keep it intact.
Use the supplied vector artwork. Don’t redraw, stretch, outline, rotate, or rearrange the logo. Use ink on light surfaces and white on dark surfaces.
02 / COLOR
Quiet foundation. Clear signal.
Ivory and ink do the heavy lifting. Cobalt highlights what matters.
Lead with restraint.
Use ivory for spacious layouts, ink for reading, and cobalt for calls to action and key moments. Pale cobalt is a supporting surface.
Make it readable.
Use ink on ivory or pale cobalt, and white on cobalt or ink. Never rely on color alone to communicate state. Keep muted text on ivory or white.
03 / TYPOGRAPHY
Direct by design.
Liberation Sans / Regular + Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
0123456789 & → ↗
Space to think.
Set headlines in regular weight with tight tracking. Keep body copy at 16–20 px with generous line spacing. Avoid all caps in long passages.
Made to travel.
The open-source type family is bundled with its license. The wordmark is outlined vector artwork and needs no installed font.
04 / VOICE
Clear words.
Considered confidence.
Say what we do.
Agentic AI. Human-machine teaming. Digital engineering. Concrete language before broad promises.
Keep people central.
Talk about the operators, decisions, and missions behind the technology.
Earn every claim.
Use evidence for outcomes. Distinguish founder experience from firm past performance. Never imply a certification or contract award.
05 / IN PRACTICE
Ready for the next touchpoint.
Logos, social templates, presentation artwork, and implementation tokens. One coherent foundation.
