The Yeti identity
One mark, one accent, two typefaces. Everything here is the working system behind the site you're on — the same tokens, the same rules.
- Accent
- #E10080
- Ink
- #001E48
- Display
- Poppins
- Text
- Inter
Logo
The wordmark is the primary asset. Two locked variants — magenta on light, white on dark. Nothing else.
Clear space
Leave a margin equal to the cap height of the Y on all four sides. Never crowd the mark with type, rules or imagery.
Minimum size
24px tall on screen, 12mm in print. Below that the counters close up and the wordmark stops reading as a word.
Backgrounds
Magenta mark on paper and light neutrals. White mark on navy, magenta and photography. Never the magenta mark on a dark or busy field.
Colour
Navy carries the weight, paper gives it room, magenta earns attention. Click any value to copy it.
Contrast pairings
Navy on paper
Body & headings
Paper on navy
Dark sections
Paper on magenta
Buttons only
Magenta on navy
Accents, not body
Typography
Poppins for anything that has to land, Inter for anything that has to be read, JetBrains Mono for data.
Poppins
700
Display & headings
ABCDEFGHIJKLM abcdefghijklm 0123456789
Inter
400 / 500
Body, UI, labels
ABCDEFGHIJKLM abcdefghijklm 0123456789
JetBrains Mono
400
Data, indices, code
ABCDEFGHIJKLM abcdefghijklm 0123456789
Display / Hero
Software built around the business
Poppins 700 · -0.05em
Section heading
Software built around the business
Poppins 700 · -0.05em
Standfirst
Software built around the business
Inter 600 · -0.015em
Subheading
Software built around the business
Poppins 700 · -0.05em
Body
Software built around the business
Inter 400 · 1.6
Eyebrow / label
Software built around the business
Inter 500 · 0.22em
Mono / data
Software built around the business
JetBrains Mono 400
Standfirst in context
The product, the platform behind it and the infrastructure underneath it.
Most of our work begins where standard software stops being useful.
Body copy continues here in Inter regular at muted-foreground, so the standfirst reads as part of the heading rather than the first line of a paragraph.
- Face
- Inter 600
- Size
- 1.125rem → 1.375rem
- Leading
- 1.45
- Tracking
- -0.015em
- Colour
- foreground / 80%
- Measure
- max 2 lines, 2xl width
Using it well
The system is deliberately narrow. Restraint is what makes the magenta work.
- Do
- Give the logo clear space equal to the height of the Y on every side.
- Use the magenta logo on paper, the white logo on navy, magenta or photography.
- Keep magenta as a single accent — one deliberate moment per view.
- Set headings in Poppins 700 with -0.05em tracking, body in Inter.
- Follow a heading with one standfirst line, then body copy in Inter regular.
- Don't
- Don't recolour the wordmark or fill it with a gradient.
- Don't stretch, rotate, outline or add shadows to the mark.
- Don't place the magenta logo on navy, magenta or busy imagery.
- Don't build magenta-on-white body text — it fails contrast.
- Don't style a standfirst as body copy, or run more than one under a heading.
Need the full brand pack or a press asset?
Tell us where it's going and we'll send the right files — logo suite, colour profiles and typography licences.