Chapter / 01
Brand essence.
What PointFive stands for. Every visual and verbal choice in this manual ladders back to these three lines.
We are the AI Efficiency OS — the only platform that finds
infrastructure waste at depth, from the cloud to the coding agent, and then fixes it.
Existing FinOps tooling stops at dashboards. PointFive closes the loop, from finding to fix.
Our brand carries that same idea: plain, precise, and finishable. We do not market with adjectives.
We show the receipts.
Positioning statement
For engineering and FinOps teams who actually have to ship the fix,
PointFive turns deep waste detection into auditable, merged
remediation in minutes — not months.
Brand voice in one paragraph
PointFive writes like an engineer, not a marketer.
Declarative. Short. Numeric. We use the second person ("your account",
"your cluster") and refer to ourselves by name. Headlines lead with a
verb or a fact. Microcopy is always actionable.
Never: playful, cutesy, vague, hedging, "we", "our", emoji,
adjective-stacked headlines.
Chapter / 02
Brand values.
Five principles. Every value has a behavior we ship and a behavior we refuse. When in doubt, pick the one that lets us keep all five.
Value / 01
Efficiency
We exist to remove the waste — in cloud, in process, in our own work. If a step doesn't earn its keep, we cut it.
Shows up as
Sentence case. Tight tables. 14-day TTV. No filler slides.
Value / 02
Depth
We go past the dashboard. Every finding ties back to a YAML line, a commit, an owner. The brand reads the same way.
Shows up as
Numbers with units. Receipts in screenshots. No hand-waving headlines.
Value / 03
Creativity
Convention is a starting point, not a ceiling. We use the system rigorously so a clever exception can land hard.
Shows up as
One bold visual per surface. Restraint everywhere else.
Value / 04
Bias to action
A finding without a fix is just gossip. Brand work ships with a clear CTA, a clear owner, and a clear next step.
Shows up as
CTAs use verbs. Empty states never end in a shrug.
Value / 05
Trust
Customers hand us read-only access to their entire cloud. Everything we say in public must be defensible in an audit.
Shows up as
No hero claims without a customer logo behind them. SOC 2 visible.
Chapter / 03
The logo system.
Three bars and a dot — the numeral five, decomposed. The mark reads as quiet horizontal rhythm — depth at the top, action at the bottom — and it is the most recognizable thing we own.
The atoms
Wordmark
pointfive-wordmark.svg
The symbol and the wordmark are independent assets. They live as separate SVGs and may
appear apart from each other — the symbol as a favicon, app icon or embossed seal;
the wordmark in dense nav bars where the symbol would crowd. When they appear together,
they form the primary lockup below.
Primary lockup
Primary lockup · 1.0×
Master: 1200 × 182 px
Construction
One asset, two atoms.
The wordmark already carries the symbol — the two travel as a single locked
shape, custom-drawn from the Switzer skeleton (sharp shoulders on the P and t, a
single-storey g, a round point on the i that echoes the mark's bottom dot).
Never re-pair the symbol next to the wordmark; you'd just be doubling the mark.
Use the symbol alone only where the wordmark is present elsewhere on the surface
— favicons, app icons, embossed seals, embroidery.
Clearspace
Give it room.
X equals the height of one bar in the mark — one third of the mark's height.
Reserve at least X on every side. Nothing — text, photography, UI, other marks —
may enter this margin.
- XOne bar height of the mark
- MarginMinimum
1X all sides · prefer 2X in print
- Lockup gapMark → wordmark =
1X
- Co-brand gapReserve
4X + 1 px ink divider
Minimum sizes
14 pxDigital floor · mark only
14 px wordmarkDigital floor · lockup
10 mmPrint floor · business cards, badges
32 mmRecommended · collateral, event signage
On backgrounds
Preferred · Cream · #FCFCF9
Pure black · merchandise only
On busy photography, always frame the lockup inside a solid color block (cream or ink) at
full clearspace — never composite directly on the image.
Chapter / 04
Do this. Never that.
The mark is geometric, deliberate and high-contrast. Anything that softens those three properties is wrong.
Do
Ink on cream.The default. Everywhere our customers read.
Cream on ink.For dark hero panels, social tiles and stickers.
Cream on black.Reserved for merchandise & embossed print only.
Mark standalone.When the wordmark is present elsewhere on the surface.
Don't
Don't distort.Never stretch, squash or skew the mark or wordmark.
Don't rotate.The lockup sits flat on the baseline. Always.
Don't re-color.Ink, cream or pure black only — never another hue.
No legacy blue.The 2025 electric-blue brand is retired. Don't revive it on any surface.
No drop shadows.And no outer glows, bevels or 3D extrudes.
Don't place on pattern.Frame the lockup in a solid color block. No patterns behind it.
Mind contrast.Maintain WCAG AA. Never set ink on dark tints of itself.
Don't double the mark.The wordmark already contains the symbol. Never pair the standalone symbol next to it.
Chapter / 05
Color.
Two colors carry the brand: warm cream and deep ink. Severity colors are kept for in-product signaling only — they are never used in brand expression, and there is no brand blue.
Surface · Primary · sys.cream
Cream
The default surface. Warm, off-white, calm. Cream sits under everything: web,
product, print, decks. It is the only background you ever need to defend.
HEX#FCFCF9
RGB252 · 252 · 249
CMYK1 · 1 · 3 · 0
PMSWarm Gray 1 C
Token--color-cream
Mark & Type · Primary · sys.ink
Ink
The voice of the system. Use ink for the mark, all type, primary CTAs and the
single point of focus on any surface. Cool enough to feel modern, soft enough
to live next to cream all day.
HEX#1D242D
RGB29 · 36 · 45
CMYK83 · 73 · 58 · 78
PMSBlack 6 C
Token--color-ink
Two colors. That's the system.
The 2026 refresh retires the electric-blue brand. Do not introduce a third brand color
under any circumstances — not for variety, not for "energy", not as an accent on a
single slide. If a surface needs more presence, scale ink area — never hue.
Warm neutrals · the canvas extension
50Card hover
#FAF9F4250 · 249 · 244Card hover · row hover
100Cream deep
#F4F2EC244 · 242 · 236Sunken cards · pressed surfaces
200Divider
#E6E3DA230 · 227 · 218Card stroke · table line
300Strong stroke
#C9C5BA201 · 197 · 186Input border · disabled stroke
500Tertiary text
#6E6B65110 · 107 · 101Placeholder · meta · captions
700Strong body
#34322F52 · 50 · 47Accented body · stamped seals
Severity scale · product use only
CriticalStop the line
#5C1810 · oxblood
Reserved for "do not deploy" findings, security incidents, destructive actions.
HighAct this week
#A8351F · terracotta
High-impact opportunities and confirmed anomalies above threshold.
MediumPlan it in
#C26A33 · clay
Default for findings without an SLO override.
LowResolved · backlog
#54622A · olive
Low-effort items, merged remediations, healthy state.
Do not decorate with severity.
These colors carry product meaning. In marketing, decks, social and print, ignore them
entirely — pick from cream, ink and warm neutrals. The old info-blue is retired.
Approved pairings
Cream · #FCFCF9
PointFive finds $1.84M in waste.
Ink type · slate-500 accent
Cream deep · #F4F2EC
Detects deeper. Fixes faster.
Ink type · slate-500 accent
Ink · #1D242D
Findings, owners and fixes.
Cream type · subtle 60% accent
Black · #000000
Read-only. Audit-grade.
Cream type · merchandise only
Each surface gets one focal contrast point. If everything is highlighted, nothing is.
Chapter / 06
Typography.
One typeface, end to end: Switzer. A geometric grotesque with a warm shoulder — it carries our voice without making a voice of its own.
Primary typeface · variable 100 – 900
Switzer
Designed by Jérémie Hornus / Indian Type Foundry. Licensed under the SIL Open
Font License. Shipped as a single variable file (130 KB) covering the full
weight axis. We use 400, 500, 600, 700, 800 across product & brand.
Working stack
font-family: 'Switzer', ui-sans-serif, system-ui,
-apple-system, 'Segoe UI', Roboto, sans-serif;
Fallback ladder: if Switzer fails to load, the OS sans takes over.
The fallback stack is metric-similar — layout will not shift more than 4 px on a 36 px headline.
Numerals & OpenType
Tabular numerals on by default (tnum) so columns of figures align.
Stylistic set ss01 swaps the dotted-i for the simpler round dot we
prefer in product, matching the mark.
Mono for code, telemetry & hex values:
ui-monospace, 'SF Mono', Menlo, Consolas.
Google Slides
Slides only renders Google Fonts, so it can't load Switzer. Use Inter
(Regular 400 – Extrabold 800) as the one sanctioned substitute — and only in Slides.
Keep big hero numbers in real Switzer — build them in the PowerPoint template or drop in an exported image. No substitute matches Switzer's figures exactly.
Scale
headline-1--text-headline-1
Detect deeper. Fix faster.
36 / 40
600 · Hero on app pages
headline-2--text-headline-2
Cloud bills grow. Visibility doesn't.
30 / 36
600 · Section opens
headline-3--text-headline-3
Industry's deepest waste detection
24 / 32
600 · Card titles
subtitle-1--text-subtitle-1
412 findings · $1.84M annualized savings
18 / 28
500 · Page subtitles
body-1--text-body-1
Two engines that work together. The detection engine reads your environment like an expert would.
16 / 24
400 · Marketing body
body-2--text-body-2
Default body. Tables, drawers, captions, anything dense. Workhorse of the product.
14 / 20
400 · Default UI
caption--text-caption
Owner · Status · Risk · Effort
12 / 16
600 · Table headers, meta
overline--text-overline
Step 01 · Connect
12 / 16
600 · Section markers
Weights in service
PointFive
Regular · 400Body, descriptions, paragraphs
PointFive
Medium · 500Buttons, accented UI labels
PointFive
SemiBold · 600Headlines, big numbers, navigation
PointFive
Bold · 700Display & hero only · reserve for moments
Principles
P / 01
Sentence case, always.
Buttons, nav, headings, modals: sentence case. No exceptions. "View opportunities", not "View Opportunities".
P / 02
Numbers earn the space.
If a stat is the point, make it big and 600. Strip prefixes. $1.84M beats "approximately 1.84 million dollars".
P / 03
Tight display, neutral body.
Letter-spacing on display sizes: -0.03em. Body and small sizes: 0. Never expand letter-spacing for "drama" (overlines excepted).
P / 04
Weight is a layout choice.
Don't bold mid-sentence for emphasis. If something is important, give it its own line, its own size, its own weight — not all three.
Chapter / 07
Voice & tone.
The PointFive voice is one expert in the room talking to another. We trade adjectives for evidence.
Write like this
"Karpenter node pool is 2.6× over-provisioned vs HPA targets."
Specific. Numeric. Names the actual resource.
"Connect an integration to start."
Verb-first. One thing to do. No filler.
"$2.4M median annual savings per environment."
Number with unit. Source implied.
"PointFive verifies the change in production."
Third person for the product. Concrete verb.
Not like this
"AI-Powered Cloud Optimization Reimagined ✨"
Title case. Adjective stack. Emoji. None of it.
"We help your team save big on the cloud."
"We". Vague verb. No number.
"Unlock unparalleled visibility into your spend."
Marketing-speak. Nothing measurable.
"Let's transform your FinOps journey together!"
Exclamation. "Journey". Hedge words.
Tone shifts by surface
| Surface |
Lean |
Example |
| Web hero |
Declarative, 6–8 words. |
"The AI Efficiency OS." |
| In-product |
Verb-first, ≤ 5 words. |
"Mark as resolved" · "Open PR" |
| Empty / error |
Helpful, never apologetic. |
"No matching opportunities. Try clearing a filter." |
| Sales decks |
One number per slide. |
"$8.2M saved in 9 months — Nubank." |
| Social |
Customer voice > ours. |
"10 days to full ROI." — Mike Rosenberg, Nubank. |
Chapter / 08
Imagery.
Three image systems work together: vendor iconography (factual), purposeful illustration (functional), and the layered-strata motif (atmospheric). No stock photography. Ever.
Brand motif · Strata
Surface, soil, water.
Cloud waste lives below the dashboard line, the way water settles below moss,
soil and gravel. Our hero imagery is rendered as cross-sectioned layers — each
one a strata you can name — with the PointFive mark resting on top, drawing
clarity all the way down to the basin.
Two variants ship: strata-hero.png (cream lid, light surfaces) and strata-dark.png (ink lid, for dark-mode posts).
Motion · the hero loop
11 s loop
Brand motif · in motion
Water finds its way down.
The strata motif as a slow-loop video. Use as a muted background on the
web hero, in-product splash, partner integration screens, and trade-show LED.
Always loops cleanly — never reverse-bounce. Cream surface, no captions
burned in, no audio.
- Duration
- 11 seconds, seamless loop
- Source
- 1920 × 1080 · H.264 · 24 fps
- Light export
- 800 × 450 · 12 fps · < 1.2 MB
- Usage
- Hero · splash · partner panels
Always autoplay, muted, looped. Never overlay copy directly on the video — place type
in a cream block beside it. If the surface can't play video, use strata-hero.png as
the still fallback.
03 · Dark mode4 : 5
Iconography · vendor system
When labeling a cloud resource, always use the real vendor SVG.
A row about an S3 bucket gets the S3 mark — never an emoji, never a redrawn glyph.
PointFive ships 382 of these in the design system; 16 of the most-used ones are below.
Sizes: 12 · 16 · 20 · 24 · 28 · 32 · 40 px — 16 px is the default in product. Three variants per icon: color / regular (mono) / disabled.
Product icons · the working set
The interface icons used throughout the product. Drawn at 24 px on a
1.5 px stroke with rounded caps, monochrome in slate-500 (#525866)
on cream. They share the geometric DNA of the wordmark — same shoulder
radius, same dot weight on the i.
Illustration · the spot system
Spot illustrations are solid ink shapes on cream — the post-refresh set retires the
old line-drawn empty-state pieces. Each spot stands for a single concept and pairs with
one short headline. Never combine two spots on the same surface; never add color washes,
gradients, or photographic backdrops behind them.
Imagery — never
No decorative gradients.Flat surfaces only. The strata motif handles atmosphere.
No noise textures.No grain, no halftone, no scanlines, no paper.
stock photo · smiling team at laptop
No stock photography.No people. No office shots. No "abstract tech" 3D renders.
Chapter / 09
Layout & spacing.
A strict 4 px grid. Dense where the product asks for density, generous where the user is reading. Surfaces stack on cream; corners are soft, never sharp.
Spacing scale
--space-xxs
2 px
Hairline gap, icon nudge
--space-xs
4 px
Label gap, tight icon row
--space-sm
8 px
Default inline gap, badge inset
--space-md
12 px
Button padding, input padding
--space-lg
16 px
Card inset, list row padding
--space-xl
20 px
Default section padding
--space-2xl
32 px
Big card padding, vertical stacks
--space-3xl
44 px
Hero margin, content-block separators
--space-4xl
64 px
Documentation margin, top of long pages
Radii · pill-forward
Shadows · gentle & subtle
--shadow-xsResting cards · chip hover
--shadow-smDefault card lift
--shadow-mdRaised cards · hovered rows
--shadow-lgPopovers · menus · dropdowns
--shadow-xlDrawers · large floating surfaces
Shadows are warm and quiet — anchored on the ink hue at ≤ 12% alpha so they sit
gently on cream. Never use them to add drama. Reach for a stroke first; reserve shadow
for surfaces that actually float (popovers, drawers, modals).
Grid behavior
Layout principles
L / 01
4 pt base, no exceptions.
Every spacing value is a multiple of 4. The only odd-one-out is the 6 px nudge, reserved for badges.
L / 02
Cards on cream, never on cream.
Sunken cards sit on cream-deep; raised cards sit on cream. Same level surfaces don't touch — if you can't tell them apart, you've nested wrong.
L / 03
Density is data.
Tables and sidebars get 4 / 8 / 12. Content pages breathe at 16 / 20 / 32. The reader's job decides the gap, not your taste.
L / 04
One bold visual per surface.
A page either centers a chart, a number, or a screenshot — never all three. Restraint creates focus.
Use sparingly.
Reach for a stroke first; reserve shadow for surfaces that actually float (popovers, drawers, modals). No drama — if a shadow draws attention to itself, it's broken.
Chapter / 10
In the wild.
The same system, on the surfaces it actually shows up on. Use these as starting points; never invent layouts that can't be traced back here.
Application / 01
Business cards · 85 × 55 mm
Application / 02
Deck covers · 16 : 9
Q3 · Efficiency review01 / 18
$8.2M saved in 9 months.
Customer story · Nubank02 / 18
10 days to full ROI.
Application / 03
Social tile · 1080 × 1080
Benchmark · 12 min read
$34B
Left on the table in Kubernetes, 2026
AI Efficiency OS
Jackie MacRobert
Sr. Manager, Field Marketing
Social posts · in production
Two posts from the current series. Notice the shared anatomy: a 3D strata or
datacenter render on the right, an ink wordmark in the top-left, one big claim
in 80 px ink type, a row of monochrome spot icons (no color tints) for the
proof points, and a single dark pill CTA grounded at the bottom-left.
SurfaceLinkedIn · 1080 × 1080
UseLaunch / category narrative
Imagerystrata-hero.png · cream lid
Title80 px Switzer 600 · 2 lines
CTA"Let's Talk" · ink pill
SurfaceLinkedIn · 1080 × 1080
UseProduct capability post
Imagerydatacenter render · cream lid
Body4-step icon list · ink dividers
TaglineCloser in pill, ink fill, white spot
Both posts hold to a strict 60 px outer margin on cream, leaving the imagery
room to breathe. Keep imagery on the right (or full-bleed bottom-right) and copy
anchored top-left — never centered, never reversed.
LinkedIn banners · 1584 × 396
The approved LinkedIn banner. Same rules as the square posts: ink wordmark in the
top-right, cream surface, headline locked to the right two-thirds in Switzer 600.
Always export at 1584 × 396 (4 : 1). LinkedIn crops 35 px from the bottom on the
company page mobile view — keep all type inside the top 320 px safe zone.
Need a template?
Start from the corporate deck — 16:9, cream and ink, Switzer throughout. Doc covers, Notion / Linear headers, event-booth panels and social tiles are next; open a thread in
#brand-help if your surface isn't here yet.
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