# 🎨 Brand

# Name

**Our company name is “initX”.** In writing, “init” is always in lowercase, with “X” in uppercase. It reflects our [root](https://en.wikipedia.org/wiki/Init) in engineering.

:x: 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.

:warning: 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](https://openfontlicense.org/), [variable](https://developer.mozilla.org/en-US/docs/Web/CSS/Guides/Fonts/Variable_fonts) font families. Interestingly, they are both from Sweden.

**Familjen Grotesk,** designed by [Kristian Möller and others](https://github.com/Familjen-Sthlm/Familjen-Grotesk), 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.

 ![](https://outline-production-attachments.s3-accelerate.amazonaws.com/uploads/87ea88d2-9e32-4af4-96ed-e2129d9f9a83/f429ad4e-777d-46f5-b4b6-c7208925f70b/Typograhy%20-%20Title.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=AKIA4EOUDTOVUICLPZ4P%2F20260831%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20260831T180000Z&X-Amz-Expires=86400&X-Amz-Signature=0d91dd33b3699c0bc256b1ca7f9ad547bbf9fc157188f50190a2fd63f94eccd4&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject " =718x350")

**Inter,** designed by [Rasmus Andersson](https://rsms.me/inter/), is used for our body and interface texts, and in general anything smaller than 20 points.

 ![](https://outline-production-attachments.s3-accelerate.amazonaws.com/uploads/87ea88d2-9e32-4af4-96ed-e2129d9f9a83/ad59f6cb-180f-48cd-92dc-8d4f9e974a1a/Typograhy%20-%20Body.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=AKIA4EOUDTOVUICLPZ4P%2F20260831%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20260831T180000Z&X-Amz-Expires=86400&X-Amz-Signature=2d1609e230df1cb8e4deb9c3ebf75ef1f632ba3cb082f5bb91ac30624af8923e&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject " =718x225")

# Colour

**Our brand consists of 2 colours: Accent Lime and Olive Grey.** Each has 12 levels, for both Light and Dark modes:

 ![](https://outline-production-attachments.s3-accelerate.amazonaws.com/uploads/87ea88d2-9e32-4af4-96ed-e2129d9f9a83/802c0cf5-82c1-4d52-a544-a4fa0c509a30/Palette.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=AKIA4EOUDTOVUICLPZ4P%2F20260831%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20260831T180000Z&X-Amz-Expires=86400&X-Amz-Signature=0f752d46c8a204e1333d5612e4cb9e7a723aef91d484d24389fe98bb8323e578&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject " =940x470")

The colours are designed by @[Radix Colors](mention://abc943ae-9252-433b-829b-e7d50838896c/url/1e8f6448-da89-4397-ac62-b18b8cabee47), so prefer to their docs for all usages. The palette supports [P3 colours](https://en.wikipedia.org/wiki/DCI-P3), 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**](https://en.wikipedia.org/wiki/Multiplication_sign)**.** 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.

 ![](https://outline-production-attachments.s3-accelerate.amazonaws.com/uploads/87ea88d2-9e32-4af4-96ed-e2129d9f9a83/a353e87a-b547-4b8f-8255-c778e88adcbf/Logo%20-%20Icon.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=AKIA4EOUDTOVUICLPZ4P%2F20260831%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20260831T180000Z&X-Amz-Expires=86400&X-Amz-Signature=742934d4e1bc7e72206ae7cf97b17baf53de3acc03ca9eafb30061aaacaf3c88&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject " =500x300")

**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

 ![](https://outline-production-attachments.s3-accelerate.amazonaws.com/uploads/87ea88d2-9e32-4af4-96ed-e2129d9f9a83/9f071215-962e-40d6-b4a3-8024bec17b30/Logo%20-%20Text.svg?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=AKIA4EOUDTOVUICLPZ4P%2F20260831%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20260831T180000Z&X-Amz-Expires=86400&X-Amz-Signature=6cd7164193e395da9c9489ab1569384785de248e20b1f59d482a7e7c58c56e0d&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject " =690x200")

# Source

For the world to talk about initX, all assets above is available for download in this public Figma:

[https://www.figma.com/design/E3Mos4PtVPYeS4cfCHqSjA/Brand---Public?t=RmsmVs1n77wv1PLP-1](https://www.figma.com/design/E3Mos4PtVPYeS4cfCHqSjA/Brand---Public?t=RmsmVs1n77wv1PLP-1)

For people at initX, all assets, along with their design process and inspiration, is available in our team Figma:

* @[https://www.figma.com/design/W5AJCg5jLd0kHBCyFNwlQu/Brand---Source?m=auto&t=RmsmVs1n77wv1PLP-6](mention://cb7b6718-a837-4f72-b10e-187e0cb5f209/url/573695b5-1315-45df-b103-d7fa3528bd48)