How Acific Labs looks, reads and sounds.

Acific Labs. Two words, a capital A and a capital L.

Acific is the company. Acific Labs is its independent lab for software. Write the full name the first time; after that, "the lab" is fine.

What we believe

Intelligence should belong to everyone.

What we are

An independent lab for software.

Site

acific.com

A capital A folded from one strip, with the name beside it.

The logo has two parts: the mark (the folded A) and the wordmark (the name). Together they are the lockup, and the lockup is the logo to use unless space says otherwise.

The lockup

The mark

Use the mark alone where the name is already written nearby, or where there is only room for a square: an avatar, a tab, a small corner.

The wordmark

The name alone, in its own letters. Use it only where the mark is already in view, such as the other end of a header.

How the mark is built

Everything is measured in the mark's own height. Two legs of the same width lean the same amount; the left one sits behind the right. The upper part of the left leg is the fold, a shade lighter, ending in a slight curve.

Height	1
Width	1.332
Flat top	0.302 wide
Each leg	0.366 wide
Lean	0.515 across for every 1 down
Fold	ends 0.655 down the outer edge, 0.583 down the inner edge
Wordmark	tall letters 0.577 high, starting 0.3 after the mark

Clear space

Keep half the mark's height free on every side. Nothing else goes inside that line: no text, no other logo, no edge of the page.

Smallest size

	On screen	In print
Lockup	20 px tall	6 mm tall
Mark alone	16 px tall	4 mm tall

Smaller than that, use the icon: its mark is drawn larger for the space.

Color of the logo

Black on light backgrounds, white on dark ones. There is no gray logo and no logo on a photograph: if the background is neither light nor dark, put the logo somewhere else.

On Acific Labs' own pages the mark may take the color of the area it belongs to, with the fold a shade lighter. The wordmark never takes a color.

• Lab
• Intelligence
• Computers
• Objects
• Work
• Messages
• Experiments

One file does this: acific-labs-mark-onecolor.svg takes whatever color the text around it has.

Icon

For app icons, avatars and browser tabs: the white mark on black, 59% of the square's width, centered. The light version is for places that are dark themselves. Let each platform round the corners.

Don't

• 
  Stretch or squeeze it.
• 
  Tilt it.
• Acific Labs
  Color the wordmark.
• 
  Add shadows, outlines or glows.
• 
  Put it where it is hard to see.
• Acific Labs
  Retype the name in another font.
• 
  Rearrange the parts.
• presents the future of everything
  Crowd it.

Black, white and gray do the work. Color is an accent, one at a time.

Logo

• Black#0B0B0D
• White#FAFAFA

The fold runs from #767882 to #3A3B40 on the black mark, and from #BCBEC2 to #DEDEDF on the white one.

Neutrals

• Ink#1F1F1FText
• Muted#747474Labels, second-level text
• Rule#D5D5D5Hairlines
• Card#EBEBEBSurfaces
• Wall#F5F5F4Page background

Areas

Each area of the lab has one color. Use it for a thin bar, the mark or a small label on that area's pages, and never as a background for text.

• Lab#B07A78
• Intelligence#7D8FB3
• Computers#A8A548
• Objects#B5835A
• Work#5F9A8C
• Messages#8F7BB5
• Experiments#E8A13C

Status

• Status#F0C64AThe small label that says where something stands, with black text

One typeface for everything, one for the name, one for numbers.

Serious, plain and short. The belief comes first; the claims stay modest.

• Say what it is. One plain sentence beats three clever ones.
• Start from the belief. Everything comes back to "Intelligence should belong to everyone."
• Claim only what was measured. If it is not finished, say "In development."
• Sound like a lab. Questions, experiments, what we learned.

Every file, as vector and as picture.

Use SVG wherever you can; it stays sharp at any size. The PNGs have see-through backgrounds.

Download all logos .zip, SVG and PNG

File	For
Lockup, black	Light backgrounds. The usual logo	SVGPNG
Lockup, white	Dark backgrounds	SVGPNG
Mark, black	Light backgrounds, tight spaces	SVGPNG
Mark, white	Dark backgrounds, tight spaces	SVGPNG
Mark, one color	Takes the color of the text around it	SVG
Wordmark, black	Where the mark is already in view	SVGPNG
Wordmark, white	The same, on dark	SVGPNG
Icon, dark	App icons, avatars	SVGPNG
Icon, light	The same, where the surroundings are dark	SVGPNG
Icon, dark, square	Platforms that round the corners themselves	SVGPNG

Using them

You may use these files to refer to Acific Labs: in an article, a talk, a list of partners. Don't change them, and don't use them in a way that suggests Acific Labs made or stands behind something it did not.

For anything this page does not cover, write to contact@acificlabs.com.