Brand
Name
Our company name is “initX”. In writing, “init” is always in lowercase, with “X” in uppercase. It reflects our root in engineering.
❌ Do not use other variants such as InitX, INITX, initx, init-x, or init_x. Always use “initX”, including when it is at the start of a sentence.
⚠️ When there are limitations, such as in coding or usernames, prefer initx, initxio, or initx.io, in that order.
Typography
We use 2 type faces: Familjen Grotesk and Inter. Both are open, variable font families. Interestingly, they are both from Sweden.
Familjen Grotesk, designed by Kristian Möller and others, is used for our titles, headings, and in general for content that is larger than 20 points. We recommend Semibold, unless there’s a strong reason not to.
Inter, designed by Rasmus Andersson, is used for our body and interface texts, and in general anything smaller than 20 points.
Colour
Our brand consists of 2 colours: Accent Lime and Olive Grey. Each has 12 levels, for both Light and Dark modes:
The colours are designed by Radix Colors, so prefer to their docs for all usages. The palette supports P3 colours, so use them whenever possible. They also have NPM packages that we use for our web apps.
Logo
Our icon is a play with our name and elements from maths. The icon is always in Lime 9, on top of an Olive 2 background. For some usages in the physical world, we provide a single-colour variant. There is no light variant.
When our name is needed, we have the full version. The text is written with Lime 3 in Familjen Grotesk. Similar to the icon, we also have a single-colour variant for the physical world, but no variant for light mode
Source
For the world to talk about initX, all assets above is available for download in this public Figma:
For people at initX, all assets, along with their design process and inspiration, is available in our team Figma: