Brand Book · VI System
The visual identity system.
How the Mason Labs identity holds together — the mark, the palette, the typefaces, and the voice. A rational, lab-grade system: near-monochrome, with two rationed accents that carry meaning.
Two overlapping triangles form an “M” and a pair of summits — the two frontiers we study, AI and Web3, and the valley between them where Mason Labs works. Stroke-only, never filled.
Clear space & usage
- Keep clear space ≥ half the mark's width on every side
- Minimum 20px mark height on screen; 8mm in print
- Pair the mark left of the wordmark, optically centered
- Recolor only within white, ink, volt, or spark
Never do this
- Fill the triangles solid or vary the stroke weight
- Rotate, shear, or add a third peak
- Apply shadows, glows, or gradients to the mark
- Redraw freehand — always scale the master geometry
A near-black lab environment read against Volt Teal — the colour of an oscilloscope trace, our signal for live systems. A warm Lab Amber marks human moments. Colour is rationed so each accent carries meaning.
#08090A#00E5C7#FFB627#F4F2ED#121316#26282E#9CA1AB#E9EBEFHeadlines · hero · section titles · 36–128px · tracking −.035em
Body copy · leads · paragraphs · quiet warmth
Labels · eyebrows · data · code · 10–15px · tracking .14em
The researcher in the room.
Technical enough to hold its own in a design review, clear enough that the thesis lands in one read. Forward-looking and rigorous — never breathless, never salesy.
- DOOpen with the finding, then the method. Use exact nouns: thesis, cohort, compute, liquidity, rails.
- NOAvoid “revolutionary,” “moonshot,” and empty superlatives. Never claim a result the work hasn’t shown.