Brand kit · v1.0 · October 2026
One record per horse, held by the whole care team.
For people who never stop thinking about their horses.
One
A single-colour horse head, drawn flat and used flat. It is a signature, not an illustration: it never carries a gradient, a shadow or a second colour inside one surface.
Two
Five colours, each with one job. Bone is the page, Charcoal is the moment, orange is the signal, and copper and warm gray hold the detail. Nothing else is introduced.
Each of these already exists somewhere in the product, the site or the filings. Two are variants with a defined licence; the last is an open decision rather than a definition.
| Pairing | Ratio | Allowed to do |
|---|---|---|
| Deep Charcoal on Bone | 17.4:1 | Body, headings, everything |
| White on Deep Charcoal | 18.7:1 | Body, headings, everything |
| Warm Gray on Deep Charcoal | 7.2:1 | Muted text on dark |
| EqueTrainer Orange on Deep Charcoal | 6.7:1 | Text and graphics on dark |
| Copper on Deep Charcoal | 5.7:1 | Text and graphics on dark |
| Ink Orange on Bone | 5.2:1 | Small text on light |
| Copper on Bone | 3.1:1 | Large text, rules, graphics only |
| EqueTrainer Orange on Bone | 2.8:1 | Graphics and buttons — never text |
| Warm Gray on Bone | 2.6:1 | Never text: hairlines and inactive icons only |
Three
One warm serif for the brand, one Swiss grotesque for everything a person has to read at speed. The pair does the work: the serif makes it feel like EqueTrainer, the grotesque keeps a table of checks readable at arm's length.
Weights 400 · 700 · 900
For people who never stop thinking about their horses.
A warm, rounded serif that carries the brand’s voice: hero headlines, page titles, the founder speaking, large numerals. Headings only — it is never set as running text.
Weights 400 · 500 · 700
Three checks a night, logged from the aisle, on a phone holding one bar of signal.
A Swiss grotesque built for small sizes and long tables. Everything else in the product: body copy, labels, forms, tables, navigation, buttons.
Weights 400
ET-4F81 · 1024.8 mg · Stall 12
IDs, tag tokens, measured values, weights — anything a person may need to read one character at a time.
Weights 400 · 700
Your foaling check is logged — Tuesday, 03:12
Emails and printed sheets are set in Arial with a Helvetica fallback — the one face every inbox and every printer already has, so a receipt or a stall label cannot arrive in the wrong typeface.
| Step | Set at | Used for |
|---|---|---|
| Display XL | 56 / 1.05 · Recoleta 700 · -0.02em | Homepage hero |
| Display L | 40 / 1.1 · Recoleta 700 · -0.02em | Public page titles |
| Display M | 30 / 1.15 · Recoleta 700 · -0.01em | Section titles, statements |
| Title | 24 / 1.25 · Text 700 · -0.01em | App page title |
| Heading | 18 / 1.3 · Text 500 | Panel and card headings |
| Body | 15 / 1.65 · Text 400 | Public copy, long reading |
| Body compact | 14 / 1.5 · Text 400 | Operating screens and tables |
| Support | 12 / 1.5 · Text 400 | Meta, timestamps, helper text |
| Label | 11 / 1.4 · Text 500 · UPPERCASE · +0.08em | Eyebrows, status chips, column heads |
| Data | 13 / 1.4 · mono 400 · tabular | Codes, IDs, measured values |
Four
The product is dense, so the shape language stays quiet: one radius for panels, one hairline for separation, one soft shadow, and a spacing scale that nothing is allowed to escape from.
One scale, from four to ninety-six pixels. Padding, gaps and section rhythm are all drawn from it — nothing is nudged into place by hand.
Card radius
14 px
One radius for every panel, dialog and input group.
Small radius
6 px
Chips, swatches, inner controls.
Pill
999 px
Status chips, toggles, the marketing links.
Image radius
24 px
Photographs and the hero panel.
Hairline
1 px · #E7E9ED
Borders separate surfaces. Nothing else does.
Shadow
One soft shadow
0 8px 24px -12px at 12% charcoal, plus a 1 px contact line. No glows, no coloured shadows.
Reading measure
820 px
The founder page and every text-led page.
Section width
1080–1152 px
Content columns in marketing sections.
Five
Photographs are the proof that this platform is used in real barns. They are shot in natural light, graded warm, and never asked to do a job that type should do alone.
Type over a photograph
A charcoal scrim, 70% at its darkest, so the headline belongs to the picture instead of sitting on it.
The panel above is the treatment, not a photograph: where a picture goes, the same charcoal wash goes behind the words, and it never drops below 70% under the text.
Six
Plain, specific and calm. The brand never sells the machinery underneath the product; it describes what the product notices, and who it tells.
Write what the platform does, in the words a barn already uses. If a sentence needs a second read, rewrite it.
A number, a time, a place. “Three checks a night, logged from the aisle” is worth more than “seamless workflows”.
No exclamation marks, no countdowns, no hype. The product is the reassurance; the copy does not need to be.
The horse and the person caring for it lead. The platform is how that care is held together.
Describe the capability — it notices a missed check and tells the right person. The brand never advertises the machinery underneath it.
The founder writes as herself: what she saw, what she tried, why she built it. Never a press-release voice.
One record per horse, shared with the whole care team.
Revolutionary end-to-end equine ecosystem.
It notices a missed check and tells the right person.
Leverages advanced models to optimise outcomes.
Every entry keeps the time it happened, not the time it was written down.
Robust, fault-tolerant data pipeline.
Built with a barn, for a barn.
Best-in-class, industry-leading solution.
Seven
If only one part of this page is read, it should be this one.
Eight
The files and codes to take away, and how to ask for a format that is not here yet.
The supplied file is the 500 px transparent PNG used across the product, the site and the emails.
A reversed mark, a single-colour SVG and the EPS files a print partner will ask for are not produced yet. Ask, and they will be made.
Take the palette straight into a design file or a stylesheet.
Status colours — for status only
Anything here can be produced in another form: logo files for a printer, a one-page summary to send a partner, swatches for a deck. Ask, and it will be made.