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TFW Brand Identity

This document defines the visual identity, voice, and design principles for the Trace-First Workflow project.

1. Brand DNA

Essence

TFW — structured self-knowledge for products.

Promise

Any project can be resumed without loss of meaning.

Formula

Knowledge → Continuity → Power

Archetype

Architect × Guardian × Strategist — builds structure, preserves memory, holds direction.

2. Character

TFW is:

  • Calm — measured, not reactive
  • Intelligent — precision over simplification
  • Disciplined — consistent, rule-based, traceable
  • Engineering-grade — built for reliability, not aesthetics alone
  • Slightly doctrinal — opinionated where it matters

TFW is NOT:

  • Playful or whimsical
  • Startup-hype or growth-hack
  • AI-buddy or chatbot-cute
  • Flashy, gradient-heavy, or decorative

3. Values

  1. Trace over output — the decision trail matters more than the deliverable
  2. Meaning over mechanics — not just how, but why
  3. Continuity over chat — session ≠ memory boundary
  4. Candor over charm — precise, not flattering
  5. One truth, many tools — .tfw/ as single source, adapters for each tool
  6. Portability over lock-in — knowledge belongs to the user, not the platform

Description

The TFW monogram: letters T, F, W formed by a single continuous routed line with checkpoint nodes. The logo represents TFW as a unified workflow path — the brand and the process are inseparable.

Construction

  • Base: continuous line forming T → F → W as a connected route (charcoal)
  • Checkpoints: 2–3 circular dots at key junctions (teal accent)
  • Style: bold strokes, engineering/circuit-board feel, minimal

Usage Contexts

Context Variant Example
Docs site header Mark only (no text) [TFW●] in top-left
README.md Mark + "TRACE FIRST WORKFLOW" Full lockup, centered
Favicon Mark only, simplified 32×32 px, must be legible

Rules

  • Minimum size: 16px for mark, 32px for mark + text
  • Clear space: 1× mark height around logo on all sides
  • DO NOT: rotate, stretch, change colors, add shadows, add effects, place on busy backgrounds

5. Color Palette

Primary

Role Hex Usage
Charcoal #1a1a2e Primary text, logo base, headings
White #ffffff Light mode background
Calm Teal #0d9488 Primary accent — links, checkpoints, active states

Dark Mode

Role Hex Usage
Teal Dark #0f766e Dark mode primary accent
Teal Light #14b8a6 Dark mode hover/active accent
Dark Surface #1e1e2e Dark mode background

Secondary

Role Hex Usage
Amber #d97706 Trace markers, history indicators — use sparingly
Light Surface #f8fafc Card backgrounds, alternate sections (light mode)

Palette Discipline

  • Two-color primary: charcoal + teal. This is the core identity.
  • Amber is a secondary accent for trace/history metaphors only. Never as a primary element.
  • No gradients. No decorative colors. If in doubt, use charcoal + teal.

6. Typography

Font Stack

Role Font Weight Fallback
Headings Inter 600 (SemiBold) system-ui, sans-serif
Body text Inter 400 (Regular) system-ui, sans-serif
Code JetBrains Mono 400 Roboto Mono, monospace
Logo text Inter 600 —

Heading Style

  • Letter-spacing: -0.01em (slightly tighter than default)
  • No uppercase for content headings
  • Logo text: uppercase, letter-spacing 0.15em

Source

7. Voice & Tone Guidelines

Writing Principles

  • Direct: state what it is, not what it could be
  • Precise: use exact terms (from glossary), avoid vague language
  • Structured: use tables, lists, examples — not prose walls
  • Honest: acknowledge limitations, don't oversell

Tone

  • Professional and measured, like a well-written engineering specification
  • Confident but not arrogant — let the methodology speak for itself
  • Technical depth is welcome — this is for practitioners, not executives

Examples

✅ Do ❌ Don't
"TFW captures decisions as traces" "TFW revolutionizes how teams work"
"Any agent can resume the project" "Seamlessly unlock productivity"
"RF has priority as source of truth" "The magic happens in the RF file"

TFW Brand Identity | 2026-04-08 | Phase A of TFW-27