Trace
Brand Guide

The Trace brand guide provides an overview of the brand’s visual building blocks. Transparency is a fundamental value in our industry. Therefore, we make our visual brand guidelines publicly accessible to everyone.

LogoColorTypographyPhotography

Color

Using a minimalist off-black-and-white color scheme turns the brand into a container for the more vivid and interesting color schemes brought by the quadtree-processed images.

White
RGB
#ffffff
RGB
rgb(255, 255, 255)
CMYK
0, 0, 0, 0
Off Black
RGB
#0E0E0F
RGB
rgb(14, 14, 15)
CMYK
5, 5, 0, 95

Typography

The heavy lifting is done by the Waldenburg family. It’s neutral character and range of weights and widths make it the perfect workhorse typeface, allowing it to work across bold headlines as well as information dense slide decks.

Waldenburg
As language models, LLMs acquire these abilities by learning statistical relationships from vast amounts of text during a self-supervised and semi-supervised training process.
Waldenburg Condensed
Humanizing Artificial Intelligence

Photography

Our imagery is drawn from carefully selected, publicly available photographs with a deeply personal and ethnographic quality.

Stocksy Stock Photography Library

The style is colorful, bold, and intimate - revealing the details of everyday life. We look for rich contrasts in color and a rhythm between calm and detail-heavy areas, creating both visual impact and technical harmony with our system.

The photographs feel candid: raw, quotidian, sometimes grainy or direct-flash. Cropping often emphasizes the situation more than the face, keeping the focus on lived experience rather than polished portraiture.

tktktkt explore AI prompts for image generation here