Brand OS · v4.1 · Messaging, Visual & Graphics

03 · the look

Visual Identity

TL;DR

Workzone looks like the tool that actually works. Blue-black ink, generous white, and navy as a bold field, with blue, green, and navy sharing the color work and orange saved for the one thing that matters most in a view. Hard edges, offset shadows, no gradients. Type is Archivo Black for display and Poppins for everything else.

01

Color

Structure colors carry the layout. Accent colors signal meaning. Click any swatch to copy the hex.

Ink

All text-black, every near-black, all borders, and all hard offset shadows.

White

Primary background, and all text on dark or color fills.

Navy

Bold fields, active states, eyebrows, and primary accent work.

Panel

Light fill only: soft cards, section breaks, mockup stages.

Blue

Accent: bars, borders, and progress. Never text or a shadow.

Green

The one green: fills, bars, and pills, always with white text.

Orange

Fill only: CTAs, the slab, one featured element. Never text.

Amber

Status only: in review.

Red

Errors only.

the usage law

Ink, white, navy, and panel carry the layout. Navy, blue, and green can go big, as full-color blocks and buttons, not only thin accents. Orange stays the one you ration: save it for primary CTAs and the single most important element in a view. There is exactly one value per color: ink #0b0e14 for every near-black, border, and shadow, navy #003282, panel #f2f4f7, blue #2094e0, green #29d296, orange #ff4f01, amber #ffd84d for in-review status, and red #c2333a for errors. Text is only ever ink, navy, or white, never grey. Blue and orange are fills, never text fills. One green, one blue, one navy, one black.

Auto-generated builds drift toward these near-miss values. They pass at a glance but break the one-shade system, so search and replace every one.

These keep sneaking in

What sneaks inUse instead
pure blackink #0b0e14
slate or beige greysink or navy, never grey
near-panel greyspanel #f2f4f7
near-amber yellowsamber #ffd84d
dark or off-green shadesgreen #29d296
Montserrat or other display fontsArchivo Black
any monospace fontPoppins or Archivo Black
rounded cornersradius 0
one ink shadow on everythingrole-colored shadows: green proof, blue product, navy structure, orange urgency
a slab with no shadowevery slab gets a shadow, in a color that is not its fill
02

Type

Two typefaces do the work. Archivo Black for headlines and display, uppercase and tight. Poppins for body, labels, and eyebrows. Space Mono is retired and should not appear anywhere.

See everything.
Chase nothing.

DISPLAY · ARCHIVO BLACK · HEADLINES, UPPERCASE

The work already exists. It just has nowhere to live.

BODY · POPPINS

all your work · one view

LABELS · POPPINS UPPERCASE
03

Marker slabs

The slab is the loudest thing we own: one phrase, Archivo Black, uppercase, always on a hard offset shadow with no blur. The shadow is never the same color as the fill: an orange slab takes an ink shadow, an ink slab takes a blue shadow, or the page lead color. Tilt it about two degrees, one direction, for marketing and hero moments. Keep it straight in product and tool UI. Never mix tilted and straight in the same view. One slab per asset, never two.

Your team's
still in email.

tilted · hero

Status meetings
about status.

tilted · campaign

See everything.
chase nothing.

straight · in-product / tool UI

23 years in.
still shipping.

straight · in-product / tool UI

✓ Do

  • One slab per asset, on the phrase that turns the sentence.
  • Keep it white on orange or white on ink, Archivo Black, uppercase.
  • Tilt it about two degrees in marketing and hero moments.
  • Keep it straight in product and tool UI.
  • Give every slab a shadow in a color that is not its fill.

✕ Don't

  • Mix tilted and straight slabs in the same view.
  • Make every slab orange.
  • Skip the shadow, or put an ink shadow under an ink slab.
  • Any gradient, glow, blur, or soft shadow behind it.
  • Recoloring it green, blue, or navy.

The one-line test

If you can't tell it's ours from across the room, it isn't ours yet.

Hard edges, one loud phrase, a shadow you could cut yourself on. Nine colors, two typefaces, no exceptions.

04

Signature devices

The fingerprints that make something read as Workzone. Every asset carries at least three. Eyebrows and kickers are navy, ink, or white, never orange. Use them sparingly, not above every block.

Offset shadow

Solid ink shadow, no blur. Hard edges only.

still in email.

Marker slab

One phrase, white on orange or white on ink, with context deciding tilted or straight, always on a hard ink offset shadow.

the receipts

Eyebrow

Sparse uppercase Poppins labels in navy, ink, or white · never orange.

On trackActiveIn review

Status pills

Product tags use the assigned status colors. White text on navy and green; ink on amber.

Lost requests ✳ “did you see my email?” ✳

The ticker

Ink bar, Poppins caps, white asterisks.

Try for free

Buttons

Sharp corners, ink offset shadow. Orange fill carries a white label.

05

Logo

✓ Do

  • Use the approved mockups.
  • Reverse to white on navy and ink.
  • Keep clear space around the mark.
  • Let it sit on solid color.

✕ Don't

  • Stretch or squash the mockup.
  • Recolor the wordmark or add any gradient.
  • Rotate it.
  • Place it on a busy photo.

the consistency rule

Same palette, same type, at least three devices, on every asset. That is the constant. What each channel changes is only the emphasis.