Brand
Colour is a decision.
Four core anchors, four expression colours, two reserved tints — and the derived tonal steps the interface needs. One lead expression colour per moment.
Mark
Primary — black
On ink — whiteOn green — whiteCore — the identity anchors
Foundation. Restrained, recognisable, the default for anything that must read as House of Artha. Gold is a marker of distinction, never a base.
Derived — tonal steps
Not new colours. Tonal steps of an existing core, so nested surfaces and dark-band cards have somewhere to sit without introducing a fifth identity.
Expression — small area, full strength
Four distinct territories, one axis each. Never a full-page or full-background surface — accents, headlines, key visuals and interface highlights only. Never muted: restraint is where and how often, not a weaker hue.
Washes — a tint of the ground
An expression colour at 6–9% over a core anchor. The surface reads themed, the hue stays undiluted, and no expression colour becomes a field.
Reserved — functional tints
Not peer identities. Cyan is never selected independently — only with Cobalt, for hover, active, link and motion. Orange only with Gold, and only on one CTA in a frame.
Typography
Two faces, one grotesk and one mono.
Primary — Inter Variable
Make it matter.
Weights 300 / 400 / 500. Headings at 500 with −0.04em tracking; optical sizing on, so display sizes resolve to Inter Display automatically.
Labels — Geist Mono
// EYEBROW · 11PX · +0.09EM
Every eyebrow, section number, metric caption and tag. Uppercase, 11–13px, positive tracking. Never body copy.
Editorial — Orbikular
Make it matter.
Extra-light italic, retained for exactly two moments: the pull-quote and the House philosophy statement. The one deliberate non-conforming voice.
Rules
- Lime is never text on Ivory — icon fill and button tile only
- Green on Ink lifts to #5FBE9B for text and icons
- Body is Ink-on-Ivory or Ivory-on-Ink, always
- One lead expression colour per composition