Black on Amber
01 · Icon
Three concentric ovals.
The signature mark. Use when the wordmark is redundant — avatars, favicons, in-product moments, anywhere the brand is already known and space is tight.
Decisions. Remembered.
Brand Preview / v0.2
A brand for creators who move fast and trust people — the kind of trust that ends up in writing.
00The Approach
A brand that proves itself, on record.
Ayye is proof of a good decision. The brand has to feel like one — warm enough to be sent, sharp enough to be taken seriously.
01
Written down, not whispered.
Every frame is documented. Every quote is attributed. Even the jokes have sources. The brand behaves like the product.
02
Friendly, not friendly-fire.
Sarcasm lives here — pointed at the problem, never the person. The audience is a co-conspirator, not a mark.
03
A brand with receipts.
Cream paper, visible grain, honest type, warm light. Digital, but with the texture of something you'd hand someone.
01The Palette
Five primary. Forty tones. One gradient.
Ayye Amber
Copied
Brand Black
Copied
Receipt Cream
Copied
Signal Violet
Copied
White
Copied
The Receipt
#FFF8E4
#FFF3D1
#FFEBB2
#FFE187
#FFD350
#FFBF00
UI color scales
Every brand color extended into a 10-step scale for depth, contrast, and real product use. The brand anchor is marked with a star. Use lighter steps (50–200) for surfaces and backgrounds; mid-steps (300–500) for fills and accents; darker steps (600–900) for text, borders, and dark-mode moments.
50–200 · Surface
300–500 · Accent
600–900 · Structure
Amber
Anchor at Amber 500
Amber 50
#FFFBED
Copied
Amber 100
#FFF3D1
Copied
Amber 200
#FFE9A6
Copied
Amber 300
#FFDA6B
Copied
Amber 400
#FFCC33
Copied
Amber 500 ★
#FFBF00
Copied
Amber 600
#D5A004
Copied
Amber 700
#A67E08
Copied
Amber 800
#775C0C
Copied
Amber 900
#483A10
Copied
Violet
Anchor at Violet 500
Violet 50
#F9F1FF
Copied
Violet 100
#EFDBFF
Copied
Violet 200
#E1BAFF
Copied
Violet 300
#D092FF
Copied
Violet 400
#BF6BFF
Copied
Violet 500 ★
#B14AFF
Copied
Violet 600
#8E3ECB
Copied
Violet 700
#6F339C
Copied
Violet 800
#50296D
Copied
Violet 900
#331F43
Copied
Black
Anchor at Black 900
Black 50
#F6F6F6
Copied
Black 100
#E8E8E8
Copied
Black 200
#D0D0D0
Copied
Black 300
#B4B4B4
Copied
Black 400
#939393
Copied
Black 500
#727272
Copied
Black 600
#565656
Copied
Black 700
#3A3A3A
Copied
Black 800
#222222
Copied
Black 900 ★
#141414
Copied
Cream
Anchor at Cream 100
Cream 50
#FFFCF3
Copied
Cream 100 ★
#FFF8E4
Copied
Cream 200
#E8E2CF
Copied
Cream 300
#CEC7B5
Copied
Cream 400
#AEA797
Copied
Cream 500
#8E8879
Copied
Cream 600
#6F695B
Copied
Cream 700
#544E41
Copied
Cream 800
#3E372C
Copied
Cream 900
#2C251B
Copied
Ayye №00471
Confirmed
Yes. Eight hundred.
Logged · Timestamped · On record
Cream 64%
Black 32%
Amber 4%
Dominance
Cream and black do the work.
Amber is punctuation, not paint. If something looks "amber-branded," pull it back. Cream carries the page; amber marks the moments.
Lock it.
Verified, timestamped, on record.
Violet
Sparingly, with intent.
Signal Violet is a raised voice — never a background. Use Violet 700–900 for dark-mode accents and contrast moments where violet needs to show up without shouting.
Yes — atmospheric
No — flat fill
The Gradient
Atmospheric, not decorative.
Use as ambient light behind content — feathered glows, warm washes. Not as UI chrome, not as a flat background.
02The Type
One sans. All the volume.
The System · One Sans
General Sans
One sans. Drawn with enough personality to do all the jobs — wordmark, display, body, UI. Attitude comes from weight contrast, scale, and tracking. Not from a second face.
Regular · 400
They said the rate was eight hundred.
Medium · 500
They said the rate was eight hundred.
Semibold · 600
They said the rate was eight hundred.
Bold · 700
They said the rate was eight hundred.
The Voice In Practice
We agreed on a thousand. The invoice said otherwise.
— every freelancer who's been here
Send an Ayye. Get it in writing.
Yes
Send an Ayye.
Send an Ayye.
Send an Ayye.
No
Send an Ayye.
Send an Ayye.
Weight does the work.
Stay inside 400–700. Medium body, semibold emphasis, bold for exclamations.
Don't jump from 300 to 800 — the contrast is too loud and reads unintentional.
Don't jump from 300 to 800 — the contrast is too loud and reads unintentional.
14px · 0%
Receipts hit different
32px · -2%
Receipts hit different
56px · -4%
Receipts hit different
Tight at scale.
Display type tracks negative. Hero: -4%. Headlines: -2%. Body: normal.
Tighter as the type gets bigger.
Tighter as the type gets bigger.
We agreed on a thousand.
The invoice said otherwise.
The invoice said otherwise.
Mixed weight, not mixed font.
A line can shift between 500 and 700 in the same sentence for emphasis.
Keep the jump small. The contrast should whisper, not shout.
Keep the jump small. The contrast should whisper, not shout.
Logo exception.
The Ayye wordmark stays Poppins — it's a fixed mark, not type on the page.
Everything else is General Sans.
Everything else is General Sans.
03The Mark
Three concentric ovals.
One agreement.
Gold on Black
02 · Wordmark
The word, heavy and confident.
Use when space is horizontal, the audience is new, or the icon alone wouldn't carry recognition yet. Headers, footers, signatures.
Black + Gold
03 · Full Lockup
Icon + wordmark, locked.
The default for brand-heavy moments — post sign-offs, page headers, legal footers. Use when the brand needs to introduce itself at full volume.
04The Voice
Sarcasm about the problem. Never the audience.
The voice is
Dry. Specific.
On your side.
On your side.
Ayye sounds like a friend who got burned the same way you did and built the fix. Smart, funny, occasionally irreverent — but the joke is always on the problem, never the person.
- Punchy. One line can carry a post.
- Specific numbers. "They said $800."
- Real language. "That's not what we agreed."
- Self-deprecating when the founder shows up.
The voice isn't
Corporate.
Aspirational.
Humbled.
Aspirational.
Humbled.
No "game-changing." No "revolutionary." No "I'm humbled to announce."
No "disrupting the space." If it could run in a SaaS ad read, cut it.
No "disrupting the space." If it could run in a SaaS ad read, cut it.
- Not a thought leader. A person who built a thing.
- Not teaching. Sharing what we learned.
- Not selling. Showing.
- Not safe. Safe doesn't get screenshotted.
05Downloads
Take what you need.
Full asset pack
All 10 logo PNGs, every hex value with role + usage rules, and a README pointing to the font. One ZIP, everything you need to start building.
10 files · PNG
Logos
Icon, wordmark, and full lockup — in black, gold, and white. PNG with transparent backgrounds.
Aa
a
a
a
a
a
Free · Fontshare
General Sans
One sans does the work. Five weights. Attitude from contrast and tracking, not from a second face.
Get the font →Hex + roles
Colors
Five primary colors, four 10-step UI scales, one warm gradient. All values, all usage rules.
View full palette →