Last Updated: May 18, 2026
TIERRA
Brand
The Tierra brand system. V5, May 2026.
Source
The canonical brand kit lives in Drive: Tierra Brand Kit (V5, May 2026).
The summary below is for quick reference. For final usage decisions, always consult the brand kit deck.
Tagline
From the ground up.
Colors
| Color | Hex | Usage |
|---|---|---|
| Soot | #0A0A0A |
Primary dark, 50% of layout |
| Bone | #F5F5F4 |
Primary light, 30% |
| Lime | #C8FF1A |
Signal / accent, 12% |
| Cream | #F4F1EA |
Light surface, 5% |
| Ember | #FF5B1F |
Rare accent, 3% (never primary) |
Hard rules
- Lime can touch text. Ember cannot.
- Never gray text on Soot. Always Bone or Lime.
- Ember = 1 element per layout, maximum.
- Cream only as background, never as text color.
- Every body text pairing must clear 4.5:1 contrast.
Typography
| Use | Typeface | Notes |
|---|---|---|
| Display headlines (H1) | Owners XWide Black | Klim Type Foundry, licensed. Uppercase. |
| Section headlines (H2) | Owners Wide Bold | Klim Type Foundry, licensed. Uppercase. |
| Body | Geist | Open source (OFL), via Google Fonts. Weights 300–700. |
| UI / Mono / Labels | Geist Mono | Open source (OFL), via Google Fonts. |
Voice & Personality
- Operator, not consultant. We do the work. We don't just advise.
- Blunt, never rude. Direct language. Real numbers. No fluff.
- Disruptive, never random. Every break from convention is intentional.
- Numbers-forward. Performance is the thing.
For tone and framing in actual client communication, see Operations → Communication → How to Speak to Clients.
Logo
Two colorways:
- Black lockup —
tierra-lockup-black.svg— use on Bone, Cream, or Lime surfaces. - White lockup —
tierra-lockup-white.svg— use on Soot or Ember surfaces.
The mountain mark + TIERRA wordmark is the standard lockup. Never recolor the logo outside of the two approved colorways.
Asset folder
Tierra Logos folder in Drive — PNG versions of the lockup in black, white, and animated variants.