# XOR brand kit

System of Reason is the full name. XOR is the short name and the logo. The site is https://systemofreason.com, and the page version of this kit is https://systemofreason.com/brand.

Download everything at once: https://systemofreason.com/brand/xor-brand-kit.zip. The same facts as JSON: https://systemofreason.com/brand/brand.json.

## Names

- **System of Reason** is the full name: in the footer, legal text and emails.
- **XOR** is the name people say. Write it in capitals. It's the logic operator: where both are on, neither shows.
- The logo reads **xor** in lowercase. Text never does.
- The address is systemofreason.com.

## Logo

| File | Use | Download |
|---|---|---|
| Logo | The logo, in ink, for light backgrounds | [SVG](https://systemofreason.com/brand/xor-wordmark.svg) · [PNG 1200](https://systemofreason.com/brand/xor-wordmark-1200.png) |
| Logo, reversed | The logo in paper, for dark backgrounds and photos | [SVG](https://systemofreason.com/brand/xor-wordmark-paper.svg) · [PNG 1200](https://systemofreason.com/brand/xor-wordmark-paper-1200.png) |
| Mark | The x alone, in ink, where the name is already beside it or space is tight | [SVG](https://systemofreason.com/brand/xor-mark.svg) · [PNG 1024](https://systemofreason.com/brand/xor-mark-1024.png) |
| Mark, reversed | The x in paper, for dark backgrounds | [SVG](https://systemofreason.com/brand/xor-mark-paper.svg) · [PNG 1024](https://systemofreason.com/brand/xor-mark-paper-1024.png) |
| App icon | The x on paper, for app icons, avatars and connector icons | [SVG](https://systemofreason.com/brand/xor-icon.svg) · [PNG 512](https://systemofreason.com/brand/xor-icon-512.png) · [PNG 1024](https://systemofreason.com/brand/xor-icon-1024.png) |
| App icon, ink | The x in paper on ink, for dark settings | [SVG](https://systemofreason.com/brand/xor-icon-ink.svg) · [PNG 512](https://systemofreason.com/brand/xor-icon-ink-512.png) · [PNG 1024](https://systemofreason.com/brand/xor-icon-ink-1024.png) |

The mark is a lowercase x made of two slanted strokes. Where they cross, the overlap is cut out: XOR, drawn.

## Rules

- Write the name as System of Reason, or XOR for short, in capitals. The logo reads xor in lowercase; text never does.
- Use the mark alone wherever the name already sits beside it. Never put the mark next to the logo.
- Leave clear space around the logo at least the width of one stroke of the x.
- Keep it at least 16 px tall for the mark and 60 px wide for the logo.
- Use it in ink on light backgrounds and in paper on dark ones. No other colors, gradients, outlines or shadows.
- Don't stretch, rotate, crop or redraw it, and don't put it inside another shape (the app icon is the one exception).

## Colors

| Name | Hex | Use |
|---|---|---|
| Paper | `#F1ECE2` | Page background |
| Note paper | `#ECE5D5` | Behind engravings and quiet panels |
| Ink | `#171916` | Text, the logo, buttons |
| Note green | `#2E4F40` | Accents, labels, sent chat bubbles |
| Note ink | `#2A4739` | Engraving lines and diagrams |
| Serial red | `#B4452E` | Serial numbers and small labels, sparingly |
| Muted | `#62675E` | Secondary text |

Paper and ink do almost all the work. Note green is the accent. Serial red is for small details only.

## Type

| Family | Use | Weights | License |
|---|---|---|---|
| Instrument Serif | Headlines and the name System of Reason | 400 | [SIL Open Font License 1.1](https://fontsource.org/fonts/instrument-serif) |
| Inter | Body text and interface | 100–900 (variable) | [SIL Open Font License 1.1](https://fontsource.org/fonts/inter) |
| IBM Plex Mono | Small labels, serial numbers and code | 400, 500 | [SIL Open Font License 1.1](https://fontsource.org/fonts/ibm-plex-mono) |

All three are free to use and self-hosted on the site.

## The look

XOR looks like a banknote: paper, ink, fine engraving. Photos are engraved into wavy horizontal lines whose thickness follows the picture's brightness. Ornaments are guilloche rosettes, serial numbers (XR 00000001 A) and receipts. Wide photos with words in the open sky go at the top of a page; photos that fade into the paper go near the end.

## Voice

- Short sentences, second person, plain words.
- "Thinking" is the umbrella word for what people build up with AI: notes, plans, lists, files and data.
- Phrases we use: "Go wherever. Do whatever." and "Crazy cheap."
- Never name the infrastructure behind XOR.

## Social card

https://systemofreason.com/brand/og.png (1200 × 630).