Brand guide
Evidenceline
Receipts, not rulings.
Artwork, colour specifications and usage rules. Everything a printer, sign maker or merchandise supplier needs — one-colour artwork, Pantone references, print vector — plus ready-made profile pictures and headers for every social channel.
Download everything · ZIP, 476 KBSVG, PDF, EPS and AI vector · PNG at multiple sizes · the typeface · a plain-text spec sheet.
The mark
An E whose three strokes read as lines of text, with the middle stroke continuing out past the letter to land on a dot. The name drawn as a diagram of what the product does: a line from a claim to the source it rests on.
The blue is not decoration applied to a logo. The blue is the evidence line. That is why the letterforms are never blue, and why the line is never shortened or detached from the E.
Logo
The lockup is the primary logo. Download the SVG for anything printed or cut — it is true vector and scales to any size. The letterforms are converted to outlines, so the font does not need to be installed for the artwork to render correctly.
Primary — on dark
The default. Bone letterforms, blue evidence line, ink ground.
Primary — on light
Ink letterforms with the deeper blue, which is what holds contrast on white.
One colour — black
Vinyl, embroidery, engraving, etching, single-colour print.
One colour — white
The same, reversed out of a dark or photographic ground.
Mark and icon
Mark — on light
Use where the name already appears in adjacent text.
Mark — on dark
Same geometry, reversed.
Mark — one colour
Stamps, embossing, anywhere with a single ink.
App icon
Avatars, app tiles, favicons. Rounded and square supplied.
Clear space and minimum size
Clear space
Keep free space on all four sides equal to x, the height of the E. Nothing — type, rules, image edges, other logos — enters that band.
Minimum size
The lockup holds down to 90 px / 24 mm wide. Below that the dot closes up and the line stops reading as a line — use the mark alone instead.
What not to do
Each of these has been seen in the wild on other brands. They are listed because a supplier without instructions will improvise.
Do not recolour
The blue is the evidence line. A green or red one changes what the mark means.
Do not stretch
Scale proportionally. A squashed mark reads as a mistake before it reads as a brand.
Do not add effects
No shadow, glow, bevel, gradient or outline. Flat, always.
Do not detach the line
The line must start at the E and end at the dot. It is one object.
Do not rebuild the wordmark
Do not type it in a similar serif. Use the supplied outlined artwork.
Do not place on mid-tone
The colour mark needs a clearly light or clearly dark ground.
Social channels
Profile pictures and headers at each platform’s current upload size, ready to use. Two things are handled here that catch people out.
Avatars are square files shown as circles
X, Facebook, Instagram, YouTube and TikTok all crop a profile picture to a circle and throw the corners away. Our mark is wide — the dot sits near the right edge — so a tight square crop loses it. These are sized to sit inside that circle with margin. Do not crop them tighter.
Headers are cropped differently per screen
A YouTube banner uploads at 2560×1440 but a television shows only the middle 1546×423. Facebook shows a wider strip on desktop than on mobile. Each file below has its artwork inside the smallest area that platform guarantees — the surrounding ink is meant to be cut.
Profile pictures
Shown as it will appear
Circular crop applied. The full mark, including the dot, stays inside it.
Headers and covers
X / Twitter header
Shown in full. No hidden crop.
Facebook page cover
Desktop shows a wider strip than mobile — artwork sits in the 640×360 centre that both show.
LinkedIn company page
A very shallow strip. Wordmark only; there is no room for a tagline.
LinkedIn personal
For a founder or staff profile.
YouTube channel art
Uploaded at 2560×1440, but a TV shows only the middle 1546×423. Artwork is inside that.
Instagram square post
A launch or pinned post.
If a platform changes its sizes
It will. The SVG masters re-render at any dimension with no loss of quality — ask for the new size rather than upscaling a PNG, which will soften the letterforms and show.
Which file to use
| Format | Type | Use it for |
|---|---|---|
| .SVG | Vector | Web, and any modern design tool. Smallest files. |
| Vector | The universal print handoff. If in doubt, send this one. | |
| .EPS | Vector | Older sign-cutting, plotter and embroidery software that will not take PDF. |
| .AI | Vector | Illustrator. PDF-compatible — opens and edits normally. |
| .PNG | Raster | Screens only. Do not use for signage or print; it will not scale. |
Two things to know before production
The .ai files are PDF-compatible, not a native Illustrator container. That is the same thing Illustrator writes when “Create PDF Compatible File” is ticked, and it opens and edits normally — but it is stated here rather than left for you to discover mid-job.
All vector files are RGB. We have not converted to CMYK, because doing that without your output profile is a guess at your press — and a wrong guess is worse than none. Use the measured CMYK values below with your own profile.
Colour
Three colours: ink, bone, blue. The blue is supplied at two lightnesses because no single value stays legible on both white and near-black — same hue, not a fourth colour.
| Name | HEX | RGB | CMYK | Pantone | Use |
|---|---|---|---|---|---|
| Ink | #16191C | 22 25 28 | 76 66 58 66 | Black 6 C | Ground on dark, body text on light. Never pure black — the slight blue bias stops it reading as a printing error. |
| Bone | #F2F0EC | 242 240 236 | 4 3 5 0 | 11-0602 TCX | Letterforms on ink. Faintly warm so the mark does not glare on a dark screen. |
| Line Blue | #4FA3D1 | 79 163 209 | 65 24 4 0 | 2915 C | The evidence line, on dark grounds. This is the brand colour. |
| Line Blue deep | #1B6790 | 27 103 144 | 89 55 22 4 | 7691 C | The same hue on white, where the lighter tint fails contrast. Not a fourth colour. |
Confirm Pantone against a physical swatch
The Pantone references above are the nearest match derived from the screen values. They have not been proofed against a physical book. Screen colour does not translate reliably to ink, vinyl or paint — have your supplier confirm before any production run, and treat their proof as the authority over these numbers.
Typography
Display — Newsreader Medium
Show the evidence, not the verdict.
The wordmark and headlines. A serif with newspaper bones: it signals editorial judgement rather than software output. Supplied in the download bundle.
Interface — Inter Tight
Every citation is copied from a source fetched during your request.
Body copy, labels, buttons. Slightly condensed so dense explanatory text stays compact without shrinking below comfortable reading size.
Data — IBM Plex Mono
13,224 works · 4 RETRACTED · 3.3% wrong
Voice
The tagline
Receipts, not rulings.
Always with the full stop. It states what the product gives you and what it refuses to give you, in three words. It survives our own published error rate because it promises sources, not correctness — a tagline claiming we are never wrong would be contradicted by our own calibration page.
One rule governs the writing: never ask to be believed. State what was done and point at the working. This applies to merchandise and marketing as much as to the product.
Write like this
- “2 of 3 claims contradicted by the sources found.”
- “That is not a clean record — only that this search found nothing.”
- “Papers found is not papers agreeing.”
- “We make the tool; we do not decide what is true.”
Never like this
- “FALSE.” — a verdict without its evidence asks for trust.
- “Debunked.” — picks a fight instead of showing sources.
- “AI-powered truth detection.” — claims authority the tool refuses.
- “Trusted by…” — borrowed credibility, which we teach people to question.