Orvessa · Brand guidelines, dark
orvessa
Brand guidelines / dark primary Headline Instrument Sans · Body Inter · Data IBM Plex Mono
01 / The mark

The agency after headcount.

A lotus drawn as one continuous coral line, folding back on itself so the petals and the hull read as the same stroke. There is nothing else to reduce, and it holds in one colour because it was never more than one line. On load it rises and settles over 620 ms, then the wordmark follows.

One continuous line Legible at 24 px
02 / Lock-ups and variants
orvessa
Dark / primary lock-up
orvessa
Light lock-up
orvessa
Monochrome / one color print
App icon 24 / 32 / 48 px · below 24 the line folds merge
Clear space

A quarter of the mark's height on all sides, measured from the bounding box of the artwork. Nothing crosses it.

Minimum size

Mark alone 24 px. Full lock-up 96 px wide. The folds of the line merge below that, so use the wordmark on its own instead of shrinking the mark further.

Never

Break the line, fill the petals, add a second colour, outline it, stretch it off its aspect ratio, add a shadow, or set the wordmark in another face. It may sit on a photograph only with a scrim behind it.

03 / Palette contrast ratios against the surface they sit on
Obsidian #14151A Primary dark surface
Bone #EDE9E1 Light surface. 15.1:1 with Obsidian text
Graphite #2F3039 Raised surfaces, hairlines
Ash #8E8A82 Borders and hairlines, 5.3:1 on Obsidian. Body text on dark uses #C4C0B8 instead
Coral #FF6B4A The signature, and the only vivid colour in the system. A fill with Obsidian type on it, 6.47:1. Never text on Bone, where it is 2.33:1
Coral Lift #FF8A70 Links and focus on dark, 7.9:1. On Bone the text coral is #A8300F instead
Positive #7FB89A Approved, supported, on budget. Status is a separate axis from brand, desaturated so it never competes. Never a CTA
Attention #D6B36A Needs a reviewer decision. Paired with Positive it keeps an MLR table legible without touching coral
No gradient · coral is a flat fill, roughly a tenth of any screen, and the rest is the neutral ramp
04 / Type scale
Display Instrument Sans 600
clamp(3rem, 7.5vw, 5.5rem)
lh 0.95 · ls -0.04em
Section heading Instrument Sans 600
clamp(2rem, 4vw, 3rem)
lh 1.05 · ls -0.03em
Subhead and card titles Instrument Sans 500
1.5rem / 24px
lh 1.25

Lead paragraph. Orvessa produces the digital content US pharma, biotech and device brands need, as finished deliverables at a fixed, guaranteed price, in ten to fifteen business days, with the MLR pack included.

Inter 400
1.125rem · lh 1.7
measure 68ch max

Body. It produces medically compliant drafts with full reference packs for the client's own medical writers and MLR reviewers, and keeps accountability for approval exactly where the regulator expects it: with the client.

Inter 400
1rem · lh 1.65
Eyebrow label 10 – 15 1 / 3
IBM Plex Mono 400
labels 11px · ls 0.14em
data tabular-nums
05 / Components and micro interaction
Primary coral, secondary hairline. Magnetic hover in build: 6 px pull toward the pointer, 180 ms spring, released on leave.
An inline link, underline draws in 260 ms, left to right, 1 px
Fixed price, guaranteed MLR pack included
Deliverable Flyer and HTML infographic

A two page leave piece and a continuous scrolling infographic built from the same claims set.

Fixed price, guaranteed
Catalogue card. Tilt follows the pointer with a specular sheen in build, then expands in place. Hover here for the resting tilt.
Focus ring is Coral Lift at 3 px. Inline validation resolves under the field on blur, 12 px rise, no shake.
Motion principles

Every move explains something. 180 to 400 ms, cubic-bezier(.2,.8,.2,1) for interface, cubic-bezier(.65,0,.35,1) for draw-ins. Interruptible. Reduced motion keeps opacity, drops travel and parallax.

06 / Voice

Confident, precise, warm. Short sentences. State the price, the timeline and the limits before anyone has to ask. US spelling. No exclamation marks and no em dashes.

Say

Finished deliverable. Review ready. Fixed price. Ten to fifteen business days. Accountability stays with you. We do not do medical writing.

Never

Revolutionary. Cutting edge. Leverage. Synergy. Seamless. Unlock. Transform your brand. Anything with an exclamation mark.