Brand selection round
Bobby CMS brand directions
Three wordmark directions, three text-logo directions and three palettes, rendered for comparison on desktop and mobile. No direction is approved and no production asset has been generated.
Palette selector
Every specimen below re-renders in the selected palette so the three palettes stay genuinely comparable.
Ink & Signal
Near-black editorial ink with a warm signal yellow. Warmest of the three; reads as publishing rather than developer tooling.
- Ink
- #111111
- Signal Yellow
- #FFD400
- Paper
- #F7F5F0
- Graphite
- #4A4A48
- Rule
- #D8D4CC
Press Black
Pure press black with a deeper amber. Highest contrast between mark and background; strongest at small sizes and in print.
- Press Black
- #000000
- Amber
- #F5B301
- White
- #FFFFFF
- Slate
- #3C3C3C
- Hairline
- #C9C9C9
Terminal Contrast
Cool charcoal with an acid yellow-green. Most technical of the three; strongest for API and MCP surfaces, coolest for editorial pages.
- Charcoal
- #14171A
- Acid
- #E8FF3A
- Bone
- #F2F3F0
- Steel
- #5A6169
- Grid
- #2A2F35
Direction 1 — Block Set
- Collections
- Pages
- Versions
- API clients
- Members
Workspace area
Typography
Archivo Semibold/Bold for the wordmark, IBM Plex Mono Semibold for CMS.
Rationale
Treats CMS as a physical type slug set into the wordmark. Keeps CMS visually central at every size and gives the brand a single, reusable signal element for headers, icons and console chrome.
Collision / accessibility concerns
The filled block relies on the signal colour carrying enough contrast against its own ink; on Terminal Contrast the acid tone needs the dark ink text to stay AA at small sizes. Filled-block marks are common in developer tooling, so the block proportion must stay distinctive.
Direction 2 — Baseline Rule
- Collections
- Pages
- Versions
- API clients
- Members
Workspace area
Typography
Archivo Medium for Bobby, Archivo Bold for CMS, with a 5px signal rule.
Rationale
The most editorial direction: a masthead with a printed rule under the product word. Weight contrast, not colour, carries the hierarchy, so the mark survives single-colour and monochrome reproduction.
Collision / accessibility concerns
The rule can be lost below roughly 20px height and needs a minimum-size rule-thickness rule. Underlined wordmarks can read as a hyperlink in dense UI, so it should not sit inline with body copy.
Direction 3 — Bracket Field
- Collections
- Pages
- Versions
- API clients
- Members
Workspace area
Typography
Archivo Semibold for Bobby, IBM Plex Mono Semibold inside the brackets.
Rationale
Signals API-first and MCP-first directly: CMS is a field held by brackets, the way structured data is addressed. Strongest fit for docs, API surfaces and agent-facing material.
Collision / accessibility concerns
Bracket motifs are widely used in developer branding, so collision risk is the highest of the three. Coloured brackets on dark backgrounds must be checked for contrast, and the brackets should be removed from the smallest icon lockup if they blur.
Text-logo directions
Type-only lockups for contexts where the full wordmark is too heavy.
Editorial Grotesk
- Typography
- Archivo, tight tracking, sentence case.
- Rationale
- Single-word lockup with a colour break. Cleanest option for dense navigation and long product strings.
- Concerns
- Colour break disappears in monochrome; needs a weight-break fallback.
Mono Technical
- Typography
- IBM Plex Mono, wide tracking, lowercase namespace styling.
- Rationale
- Reads as a namespace or package identifier. Excellent for docs, CLI, API keys and MCP surfaces.
- Concerns
- Lowercase reduces prominence of CMS in marketing contexts, and monospace consumes more width on mobile headers.
Stacked Masthead
CMS
CMS
- Typography
- Archivo Bold stacked, CMS on its own line with a signal underline.
- Rationale
- Strongest print/masthead presence and the largest possible CMS at a fixed width.
- Concerns
- Two-line lockup does not fit a 64px header cleanly; requires a separate single-line variant for app chrome.
Asset convention and status
Owned asset path
/images/* in this repository. No third-party or temporary URL is used for any brand asset.No final assets produced