A construction super-intelligence that does physical work.

01

Essence

Gritt's mission, in their own words: *"We are building a Construction super-intelligence designed to perform physical work on outdoor sites."*

That is a robotics company, not a software one, and the brand has to hold both halves. It needs the credibility to be trusted with machinery on a live site, and enough warmth that the people already working there do not read it as a threat.

On the brand DNA, the source is explicit: *"The foundational elements are the core building blocks of the Gritt brand. By combining these elements together, a unique brand identity is generated that can be applied to various touch-points and branded materials to convey the Gritt story to the world."*

So the system is high contrast and disciplined. One yellow doing all the signalling, a warm near-black doing the structure, and an ivory keeping it from feeling like a control panel. Yellow is borrowed from the site, and used with restraint rather than plastered across everything.

02

Logo

The wordmark is set in Poppins with the letterforms refined, geometric and even, so it holds up at small sizes on a phone screen in bright sun, which is where a lot of it will actually be seen.

Gritt Black on white

White on Gritt Black

Primary

Gritt Black wordmark on white or Gritt Ivory

Reversed

White wordmark on Gritt Black

On yellow

Gritt Black only, never white

Minimum width

60px on screen, 15mm in print

Clear space

The height of the wordmark on all sides

03

Typography

Getting the fonts

Poppins is open source under the SIL Open Font License, so it travels with the brand. It is in the asset pack, anyone on the team can install it, and it can be embedded in the product without a per-seat cost.

Scale

Line height is 1.4 across display and body, 1.6 for small functional text.

04

Colour

Two colours do the work, and the discipline is in how little yellow is used. Yellow signals; black structures; ivory warms.

The named colours

Supporting greys

Warm greys, from the ivory family. A cool grey next to the ivory reads as a mistake.

Buttons

Two forms, and only two.

• Never put white type on Gritt Yellow. The contrast fails and it is the most common misuse.
• Never use pure #000000. Gritt Black is warm and the difference is visible next to the ivory.
• Never let yellow become a background for large areas. It is an accent, and it stops signalling the moment it is everywhere.
• Never introduce a third brand colour for a one-off campaign.

05

Voice

The brand book does not cover tone of voice. It runs Introduction, Logo, Symbol, Typography, Colour and Icons, and stops there. Nothing has been invented here to fill the gap.

The one line the source does give you is the mission, quoted above, and it is a good model for the rest: plain, specific, and unembarrassed about the fact that this is physical work on real sites.

06

Icons

Three icons carry the brand's ideas. They are shown large, in white on Gritt Black, and they are brand marks rather than interface furniture.

Use them at size, with room around them. Shrinking one into a bullet or a button throws away the only place the brand gets to be expressive.

07

Files

Everything below is yours. The Figma file is the source of truth for design, the asset pack is what production uses, and the markdown file carries the same decisions in a form your own AI tooling can read and your team can edit.

This page is built from brand.md. Edit the file and the page follows, which means the guidelines, the asset pack and whatever your team generates with AI all stay on the same source.

@import url("https://moreair.co/brand/gritt/tokens.css");

.headline {
  color: var(--gritt-black);
  font-family: "Poppins", -apple-system, BlinkMacSystemFont, "Helvetica Neue", Arial, sans-serif;
}