Brand guidelines · Direction A — Open Lab
The wordmark can't shrink into a favicon or a social avatar, so the identity needs a compact symbol. Proposed mark, drawn from your own logo: the ring — the round O of biO, also a cell — paired with the bar from the lockup. Biology (the round cell) meets hacking (the bar / the cut). It works at 16px and fills a square.
The full lockup is the wordmark BIOHACK.IT in Jost Light, with the horizontal bar and the tagline HACKING BIOLOGY. Keep clear space of at least the cap-height on every side; minimum width 120px on screen. Never stretch, recolour outside the palette, add effects, or rebuild the tagline in another face.
Monochrome-first, exactly like your logo: charcoal ink on white, with a single restrained teal as the signal colour for links, calls-to-action and data. Separate semantic colours carry meaning in dashboards (good / caution / critical) and are never used as brand accents.
Dark mode swaps ink↔paper and brightens teal to #33C7B8. Body text keeps ≥ 4.5:1 contrast; teal is used on charcoal or white only, never mid-grey.
Jost carries the identity — a geometric sans that matches the logo. Light for the wordmark and big display, Medium for labels and UI, tracked uppercase for eyebrows and the tagline. Long body text uses the system sans for maximum legibility.
The horizontal rule from the lockup is the signature device — section dividers, underlines, chart baselines.
A faint technical grid for the hacker/lab register on docs and data.
Imagery direction: bright, transparent, glass-walled clinic — soft light, lots of white, nothing hidden.
Precise like an engineer, honest like a scientist, warm like a peer. We describe, we don't prescribe. We show the numbers and where they come from. Confident, never hype. A hacker's directness with a clinic's care.
"Upload your reports, get your history in graphs — free."
"The literature predicts −2.2y. The 340 who did it show this."
"Reverse your age with this one breakthrough protocol."
The same system across the touchpoints of the kit. Below: social avatar, business card, letterhead header, and a slide master — all from the elements above.