Where stories live
The pieces that make Capsules look and sound like itself: the sunburst mark, the palette, the type, the voice, and every line we use to describe the work.
No one reads stories anymore. But they'll dive into a capsule.
A capsule is a living story: a time capsule that is alive rather than locked away. You don't read one, you dive into it.
The brand is quietly playful. Near-black ink as the room, paper as the breath, and five accents that fill the air around them. Whimsical but premium. Light, not heavy. Epic, not serious.
A sunburst with a soft C inside.
Also called the sliced C. The radiating lines echo the reader itself, built from sliced video frames. The mark reflects how the technology actually works.
SVG and PNG, ink on transparent. Need it on a dark surface? The paper variant ships in the same folder.
- No fox, no wolf, no animal mascot.
- No outline-only mark. The radiating lines are the identity.
- No skewed or italic wordmark. The mark carries the personality.
Ink and paper. Five accents for the air.
One coral moment per view. Lavender and blue stay airy. Sage means ready, not decoration. The accents never all show up at once.
Primary text, the mark, deep surfaces. The room.
The default marketing background. The breath.
The cool air. Cataloged states, quiet tags.
The quieter cool. Used sparingly.
The warm punctuation. The one coral moment.
Coral pressed: the period, hover, emphasis.
Ready, published, success.
A sans, and an italic serif for the lean.
Literata for display, DM Sans for everything that does the work, JetBrains Mono for labels and numerals.
Where your ideas come to life
Bring a piece of writing. Capsules turns it into a living story, with images and motion that come to life as you read.
Eyebrows · labels · status · counters
The closest the brand gets to a wink
A small filled coral circle at the end of a display headline. Separate from the type color. Never an exclamation point, never an em dash. The brand saying: that's the thought, sit with it.
Quietly playful.
It assumes the reader is smart and already paying attention, and rewards close reading. Confident without being loud.
- Short sentences with one image inside them.
- Plainspoken, not corporate. Capsules is the verb.
- Italicize the one word that wants to breathe.
- End the thought with a period that means it.
- No exclamation points. The coral period does that work.
- No em dashes unless truly unavoidable.
- No “unlock,” “unleash,” “supercharge.”
- No “AI-powered” or “magical” as product adjectives.
Every line, in one place.
The approved ways Capsules describes itself. Use these as-is. If a new line is needed, it should earn its place here.
The core positioning line. Headlines, bios, sign-offs.
The rallying CTA. Buttons, end-cards, post sign-offs.
Describing the experience in copy and demos.
Short descriptor of what a capsule is.
The north-star. Decks, about pages, investor materials.
The one-word essence. Guides tone and the brand filter.
Tone north-star for design and copy.
The cultural bet. Thought leadership and manifesto.
The single-sentence description.
Make it a capsule.
That's the brand. Now go make something with it.