Brand
Of course, our brand isn't our colours — our brand is our mission and how we go about it. But wordmarks, logos, and colours do certainly help bring it all together.
Etymology
We weren’t always known as Literal Labs. Originally spun out of Newcastle University, we began life as Mignon AI, a name that has since been repurposed for our series of AI accelerators. But now that we are Literal Labs, you might well wonder ‐ why “literal”?
Our first innovation was the Tsetlin Machine ‐ a cutting-edge AI framework that powers our solutions with unparalleled speed and clarity, perfectly suited for edge computing. Central to Tsetlin Machines is the concept of literals ‐ input variables, and their negations ‐ which play a pivotal role in the machine's decision-making process. These literals give our brand its name and embody the precision and binary nature of our approach. Our engineers, the lifeblood of our labs, continually refine and elevate this technology, pushing the boundaries of what Tsetlin Machines, and platforms such as ModelMill which offer it, can accomplish.
Wordmark
Logomark
For use with logo-only layouts that do not provide adequate space for the full Literal Labs wordmark to be used. Use sparingly ‐ the wordmark is far more recognisable.
Colours
Each family shows the 500 swatch by default, though the 500 shade is not necessarily the primary shade we utilise of any colour. Hover or focus any shade chip to preview that tone and update HEX/CMYK values.
Accessibility Contrast Audit — Light Mode
Accessibility Contrast Audit — Dark Mode
Light Mode
Literal Labs — Design system preview
Secondary text demonstrates var(--text-secondary) on var(--surface-primary).
Muted caption text uses var(--text-tertiary) for less prominent information.
Link token Brand-accessible token
--success tokens.--danger tokens.--warning tokens.--info tokens.Dark Mode
Literal Labs — Dark mode preview
Secondary text demonstrates var(--text-secondary) on var(--surface-primary).
Muted caption text keeps using var(--text-tertiary) in dark mode.
Link token Brand-accessible token
--success tokens.--danger tokens.--warning tokens.--info tokens.Typography
Literal Labs uses F37 Jan as its primary typeface across headings and body copy, available in Regular (400) and Bold (700) weights. The OpenType stylistic set ss01 is enabled on all headings. A serif stack (Georgia, Times New Roman, Times, serif) is used as an alternate for long-form body copy via the .in-serif class.
The type scale follows a modular ratio. Sizes reduce at tablet (≤1024px) and mobile (≤768px) breakpoints.
And gentlemen in England now a-bed shall think themselves accursed they were not here
h1.title · 5.61rem · F37 Jan · 400 · line-height: 1 · letter-spacing: −0.06em
And gentlemen in England now a-bed shall think themselves accursed they were not here
h1 · 4.5rem · F37 Jan · 400 · line-height: 1 · letter-spacing: −0.06em
And gentlemen in England now a-bed shall think themselves accursed they were not here
h2.title · 4.209rem · F37 Jan · 400 · line-height: 1 · letter-spacing: −0.06em
And gentlemen in England now a-bed shall think themselves accursed they were not here
h3.title · 3.157rem · F37 Jan · 400 · line-height: 1 · letter-spacing: −0.06em
And gentlemen in England now a-bed shall think themselves accursed they were not here
h4.title · 2.369rem · F37 Jan · 400 · line-height: 1
And gentlemen in England now a-bed shall think themselves accursed they were not here
h5.title · 1.777rem · F37 Jan · 400 · line-height: 1
And gentlemen in England now a-bed shall think themselves accursed they were not here
h6.title · 1.333rem · F37 Jan · 400 · line-height: 1
And gentlemen in England now a-bed shall think themselves accursed they were not here
Body (p) · 1rem (16px base) · F37 Jan · 400 · line-height: 1.4 · letter-spacing: −0.02em
And gentlemen in England now a-bed shall think themselves accursed they were not here
Body bold · 1rem (16px base) · F37 Jan · 700
And gentlemen in England now a-bed shall think themselves accursed they were not here
Large text (.lg) · 1.333rem · F37 Jan · 400
And gentlemen in England now a-bed shall think themselves accursed they were not here
Small text (.small) · 0.75rem
And gentlemen in England now a-bed shall think themselves accursed they were not here
Extra-small text (.xsmall) · 0.663rem
And gentlemen in England now a-bed shall think themselves accursed they were not here
Serif alternate (.in-serif) · Georgia, Times New Roman, Times, serif · Used for long-form body copy and editorial content
Sans-serif stack
"F37 Jan", BlinkMacSystemFont, -apple-system, "Segoe UI", "Roboto", "Oxygen", "Ubuntu", "Cantarell", "Fira Sans", "Droid Sans", "Helvetica Neue", "Helvetica", "Arial", sans-serif
Serif stack
Georgia, 'Times New Roman', Times, serif
Buttons
Buttons use the primary font, var(--rounded-corners) (0.5rem) border-radius, and a subtle −1px lift on hover. Each brand colour has a corresponding button variant, plus a .is-light modifier.
Patterns & motifs
These visual treatments recur across the site and should be applied consistently.
Stacked-card CTA
Layered borders using .cta-stack-wrapper and .cta-stack-layer. Borders fan out on hover. The default stack colour sits in the deep blue family and steps down in opacity per layer.
Blockquote
Left border uses the brand family, while the italic text sits on the secondary text token.
The precision and binary nature of our approach.
Text selection
Selected text uses the lighter brand tint with primary text for contrast. Try selecting the text below.
Select this text to see the branded highlight colour in action across any body copy on the site.
Rounded corners
Standard border-radius is var(--rounded-corners) = 0.5rem, used on buttons, cards, navbar, and dropdowns.
Navbar icon badges
Product items in the navbar use 18×18px brand-colour rounded squares with inverse icons.
var(--brand)Use
Literal Labs' name, branding, and marks are our IP and are, accordingly, protected by intellectual property laws. Please utilise these solely for the purposes of Literal Labs' needs or coverage of Literal Labs. Please don't use them for any commercial or non-press activities without express permission. Kindly note that fonts utilised by Literal Labs have been strictly licensed for our own use and permission is not granted for use, whether for Literal Labs' needs, coverage or otherwise.