Brand assets
These guidelines exist so that anyone writing about Indaeo, listing it, or placing it beside their own brand can represent it correctly without asking first and without negotiating an agreement for each use.
Naming
Indaeo is written as one word with a capital I. The wordmark is set in lowercase, and the lowercase setting belongs to the wordmark alone: in running text, in a headline and in a list of companies, the name takes its capital.
Named parts of the service are proper nouns and keep their capitals.
Wordmark
The wordmark is the word indaeo, lowercase, set in Geist Sans 600 at −0.03em tracking, in a single neutral: #ECEFF3 on a dark surface. It is the whole of the identity, and it is never coloured, so the hues that carry meaning never compete with a brand colour.
Clear space is one x-height of the setting on every side, and nothing sits inside it.
Minimum size is 14px on screen and 5mm in print.
The wordmark is set in Geist Sans 600 at −0.03em, lowercase, in one neutral, on a plain surface. Any other setting is a different wordmark: a hue, a gradient, a tint or panel behind it, an outline, a different weight, title case.
Colour
Indaeo ships one theme. Every surface — this site and Indaeo AI — is dark, and there is no light set of values and no theme switch.
There is no brand colour. The identity is the neutral ramp, and a hue appears only where it carries a meaning a reader needs. That constraint is what keeps every page on brand by default: any colour on a screen is there because it means something.
Neutral ramp
Hues, and what each one means
Blue
Here, you, now. The one thing on a screen that is asking to be read first. One per view.
Green
A value that moved the right way, and a state that has been approved. Never a focus state and never a brand accent.
Red
A value that moved the wrong way, and a state that was rejected.
Amber
A state waiting on somebody's decision.
Each hue has four steps: a fill, a text and stroke step, a tint, and a tint border. The text step is the only step that carries text, a stroke or an icon. The fill step is for markers small enough to read as a dot, and never sits behind text. One focal element per view, and under two per cent of a screen’s area is saturated.
Five further hues distinguish data series in a chart. They are not part of the identity and they are not used on type, on chrome or on a surface.
Typeface
Geist Sans and Geist Mono, both from Google Fonts.
Geist Sans 400 and 500 set headlines, interface and body. 600 is used on the wordmark and nowhere else. Geist Mono 400 and 500 set numbers, code and anything read in a column, with tabular figures on.
Hierarchy comes from size, from three greys and from tracking that tightens as size grows. Indaeo sets no type in uppercase, no display face, and no italic other than one pull-quote line.
Geist Sans 400 and 500 set headlines, interface and body.
Geist Sans 400 and 500 set headlines, interface and body.
600 is used on the wordmark and nowhere else.
Geist Mono 400 and 500 set numbers, code and anything read in a column, with tabular figures on.
Make your products the answer in
ChatGPT
Four short steps show whether your store is a fit.
- 1
An app shows you that AI recommends someone else, then leaves the fixing to you.
- 2
An agency takes the fixing away, and you are never sure it was really working.
- 3
Indaeo gives you the AI and the team.
- 4
If your store qualifies, it starts at once and you keep the final say.