Brand guidelines · v1.0
The calm operator's desk.
Unpushed helps you pick what matters, ship it, and make sure it actually landed. The working system is Paper × signal × movement: editorial surfaces, selective evidence, and motion only when work changes state.
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01 — Overview
Category statement. For WordPress sites that earn from traffic.
Voice. The fix is written. It’s still not on the site. Unpushed helps you pick what matters, ship it, and make sure it actually landed — whether you run one site or many.
Narrative. UN → PUSHED carries the story in decks, hero copy, and landing pages. It works because it is literally true of what the tool does: stuck work gets picked, approved, shipped, and checked on the live page.
Brand concept. The calm operator's desk for websites that have to earn traffic.
UN → PUSHED
narrative headline — never a logo lockup
02 — Logo system
Primary lockup
Small-size wordmark — plain u until a custom cut proves legible
UN → PUSHED
Narrative device — never a logo lockup
Clear space & size
- +Clear space: one lowercase u on every side
- +Digital minimum: 72px wordmark
- +Use the typeset u for tiny icons until custom outlines pass
Incorrect usage
- -Adding brackets, code marks, gradients, or AI sparkles
- -Stretching, skewing, or decorating the wordmark
- -Using UN → PUSHED as the permanent logo
- -Putting the wordmark on a busy image without a solid panel
03 — Color
Paper carries the work. Ink explains it. Operator Blue marks interaction. Red, amber, and green are reserved for unpushed, pending, and pushed states.
Status colors are never decorative and never replace the primary ink-on-paper CTA.
04 — Typography
Instrument Sans carries the wordmark, interface, and reading experience. IBM Plex Mono is restrained evidence language for metrics, routes, IDs, timestamps, statuses, and section numbers.
Display / Wordmark
Instrument Sans · Semibold 600
Lowercase wordmark, page and section headlines
Body / UI
Instrument Sans · Regular 400 / Semibold 600
Paragraphs, navigation, buttons, forms, and product UI
Operational data
IBM Plex Mono · Medium 500
Metrics, routes, timestamps, IDs, statuses, and section numbers
05 — Movement & motif
Movement means a state changed: a proposal became pending, a Page became verified, or a Site rose in priority. The interface stays still until something happens. Product evidence replaces generic AI illustration.
06 — Voice
- +Peer first, coach second. Name the week's mess, then the next step.
- +Name the week, not the stack. Save Cloudflare, git, and Search Console for after you're in.
- +One idea per sentence. Active voice. Prove it stuck in human words.
- +One site or many — same loop. No apology in errors: say what happened and what to do next.
+Push your changes live.
-Submit your update for deployment.
+3 things waiting on you.
-You have pending action items in your queue.
+Nothing waiting on you.
-No items match your current filter criteria.
+Use lowercase unpushed as the one permanent wordmark.
-Add brackets, an AI spark, or a terminal symbol.
+Use black-on-paper for the primary CTA.
-Turn a status color into a marketing button.
+Use Operator Blue for focus and selection.
-Use blue to imply a workflow status.
07 — Applications
Signature component
Every state pairs its semantic color with a text label. Amber means pending, green means pushed and verified, and red means unpushed or a negative diff.
CTA & interaction
Request access- +Ink on Paper is the primary CTA treatment
- +Operator Blue marks links, focus, and active selection
- +Status colors never become interaction colors
Compatibility
Older bracket, icon, Inter, and JetBrains adapters remain only for unmigrated interiors. The final contraction removes them after active callers move to this system.
Unpushed — Brand Guidelines v1.0 · August 2026