Brand · System
Brand
The system behind Daniel Hunt. Marks, typography, palette, page furniture, and the principles that govern them. The source of truth lives in docs/brand/IDENTITY.md and docs/brand/VISUAL.md; this page renders the rules in their native form.
I · Marks
Wordmark
Daniel Hunt
All caps, Fraunces Display, intentional letter-spacing. Masthead-style — anchored to a margin, integrated with the page. Never composed as a monument behind a figure.
Monogram
DH
The wordmark compressed. Same family, smaller container. Avatars, watermarks, sign-offs, compact contexts. No periods. No frame. No interlocking.
Internal codename
{D}
A private tribute to the tech background that shaped the brand. Lives in the repo, doc titles, source comments, the X bio. Not a public brand mark.
II · Typography
Fraunces · Display + serif
A public search for a more human way to build, move, and pay attention.
Headlines, drop caps, wordmark, monogram, bylines. Carries warmth, character, slight quirk. Ligatures are explicitly suppressed in display use to avoid aggressive ff and fl combinations.
Inter · Body + UI
Body copy, UI, captions, utility text, lower-thirds. Neutral, clean, doesn't fight Fraunces. No third font. No monospaced terminal aesthetic in public surfaces.
Two fonts, total. Anything else is scope creep.
III · Palette
Cool pole · Default canvas
White
--bg · #FFFFFF
Ink
--text · #111111
Quiet gray
--quiet · #8A8F91
The default canvas. Dominant in build-mode surfaces. The full gray family includes --muted (#5A5A5A), --quiet (#8A8F91), and --line (#E2E2E2) for hairlines.
Warm pole · Situational canvas
Cream
--cream · #F3EFE8
Espresso
--espresso · #2B1F1A
Dominant in offline-mode surfaces — magazine-style spreads, editorial blocks.
Personality · One accent
Burgundy
--accent · #6B1F2B
The sole personality color. Hover states, key markers, pull quotes, link emphasis. Used sparingly — its rarity is what gives it weight.
IV · Page furniture
No em-rules as page furniture.
Em-rules are not used as section dividers, decorative breaks, sign-offs, or typographic flourishes. The rule is scoped to page furniture; the em-dash remains available as ordinary English punctuation in long-form prose.
Mid-dot · Metadata separator
DANIEL HUNT · SIMI VALLEY · 2026
Hairline · Structural divider
1px solid. Used between major UI sections. Structural, not typographic.
Numbered section · Editorial heading
I · On building
Roman numerals or named labels in Fraunces, paired with a mid-dot and the section title. The scientific-paper convention applied to editorial surfaces.
Whitespace · The primary break
The most-used divider in the system. Generous margins, room to breathe, time between sections. Whitespace does what em-rules cannot.
V · Signature phrases
Build in public. Live offline.
The thesis.
Tech, movement, and culture.
The sub-thesis.
Scars, not wounds.
The editorial rule for the build half. Retrospective lessons, never open wounds.
Memory, not photoshoot.
The visual rule for the offline half. Lived images, never staged ones.
VI · Tie-break
Human, lived, curious wins over polished, aspirational. Always.
When choices conflict — between a tighter edit and a more honest one, between a more refined composition and a more lived one, between premium signal and human texture — the answer is always the more human one.
For the full strategic and visual identity, see docs/brand/IDENTITY.md and docs/brand/VISUAL.md in the repository.