Sift — Brand Guidelines

Sift.

Brand guidelines — v0.1. Find products worth selling.

Logo

The mark

A funnel — thousands of products in, one winner out. The green dot is the product that made it through. Never separate the dot from the funnel.

Sift.

Keep clear space of at least the mark's corner radius on all sides

Use the aubergine tile on light, darker tile on dark

Don't recolour the funnel or drop the green dot

Don't stretch, rotate, or add effects/shadows to the mark

Colour

Aubergine

#3F0E40 · sidebar

Aubergine 2

#4A154B · logo

Green (action)

#007A5A · buttons

Green light

#2EB67D · accents

Amber

#ECB22E · highlight

Blue

#1264A3 · links

Ink

#1D1C1D · text

Workspace

#F7F7F9 · background

Aubergine anchors the brand (chrome/navigation). Green is the only action colour — buttons, "worth testing", connected. Amber and blue are used sparingly for highlight and links. Everything else is neutral.

Typography

Lato

The same family Slack uses. Three weights only.

Black 900 — headings & numbers

Bold 700 — labels, buttons, emphasis

Regular 400 — body copy and descriptions. Comfortable at 14–15px, line-height 1.5.

Spacing

4-point scale. Use these steps for padding and gaps — nothing in between.

Content max-width 1080px, centred. Cards use 18–24px padding and a 12–14px radius.

Icons

Line icons only. 1.8px stroke, rounded joins, no fill (except the logo dot). Inherit text colour.

Voice

Calm and direct. Say the useful thing first. No hype, no exclamation spam.
Honest. If data is estimated or a tool can't do something, say so.
No emoji in product UI or content — line icons instead.
Plain numbers. Show the margin, the verdict, the cost. Let the data talk.