Brand Identity
Zero2One Design System
Guidelines for brand identity, visual language, and component library.
Wordmark
The Zero2One wordmark is used together with the PNG symbol. Minimum clear space around the logo equals the height of the symbol.
Zero2OneZero2One
Color palette
Minimal, high-contrast palette. Black and white with subtle intermediate tones.
Background
#0A0A0A
HSL: 0 0% 4%
var(--background)
Surface / Card
#141414
HSL: 0 0% 8%
var(--card)
Secondary
#1F1F1F
HSL: 0 0% 12%
var(--secondary)
Border
#242424
HSL: 0 0% 14%
var(--border)
Muted Text
#8A8A8A
HSL: 0 0% 54%
var(--muted-foreground)
Foreground
#F5F5F0
HSL: 50 10% 95%
var(--foreground)
Type system
TeX Gyre Heros, a clear, highly readable sans-serif. Included weights are Regular 400, Italic 400, Bold 700, and Bold Italic 700.
Spacing System
Based on a 4px grid. Consistent spacing for layouts and components.
Buttons
Three button variants: Primary (filled), Secondary (outline), Ghost.
Cards
Content containers with subtle borders and hover effects.
Default Card
Subtle border, dark background, clear typography.
Interactive Card
With a hover effect for interactive elements.
Step Card
For process displays.
Tone of Voice
Guidelines for the brand's verbal communication.
✓ How Zero2One sounds
- Technical and precise
- Clear and direct
- Trustworthy and sovereign
- Short sentences, strong statements
- Outcome-oriented, not feature-oriented
✗ Avoid this
- Playful or casual
- Buzzword-heavy without substance
- Overly promotional
- Long, nested sentences
- Generic startup language
Four pillars of the brand
Minimal
Reduced to what matters. No visual noise, no unnecessary complexity.
Sovereign
Confident presence. Trust through competence and clarity, not loudness.
Precise
Every word and every element has a function. Nothing is random, everything is deliberate.
High-Trust
Trust-building through transparency, technical depth, and consistent quality.