Brand

How Varick looks.

How to represent Varick: colour, logo, typography, imagery. Writing voice lives in the writing rules. This page is the visual system for print, marketing and editorial; product UI uses the semantic tokens instead.

Colour

Four values carry the brand. Everything else is a supporting role, and there are two palettes rather than one.

Base colour / Brand

Core

Description and usage

Four values carry the brand. Navy is the leading colour everywhere: headings, the wordmark, table header fills, and the first chart series.

If you only remember these, you can still build something that reads as Varick.

Rules

Navy: The default for anything structural or emphatic. Never decorative.
Ink: Body text and values. Near-black, never pure black.
White: The canvas. Cards, tooltips, page ground.
Accent blue: Web and product only. Never in a document or in print.

Product colour / Web

Supporting, web and product

Description and usage

The supporting set for anything rendered in a browser. Accent blue and its wash are legal here and nowhere else.

Rules

Accent wash: Tinted fills behind accent content, and the selection background.
Accent text: Accent-coloured text, because #3B7CF6 lands under 4.5:1.
Page: The ground behind cards. One step off white.

The rest of the web set, and the full data-visualisation ramp, are on Foundations → Colour.

Base colour / Print

Documents and print

Description and usage

Navy plus greys. That is the whole palette: no accent blue, no gradients, no second hue.

Hierarchy comes from navy, size and small caps, never from weight.

Rules

Navy: Headings, title, labels, table header fill, bullets.
Navy mid: Indicative gantt bars. Nothing else, ever.
BAND: Band and callout fill, behind a 2px navy left bar.

When is accent blue allowed?

Documents outlive the app. A memo from 2024 and an invoice from today have to read as one company, so the document palette is deliberately narrower and frozen. The web can move faster.

Web and product UI: links, focus rings, active states, selected rows.
Charts, as the second series (--chart-2).
Marketing imagery and social templates, as a tint.

Don’t

Any document the company issues: memo, proposal, report, invoice, engagement letter.
Print of any kind.
Deck body pages. Navy carries the hierarchy there.

Trademark

Three marks: the logomark, the wordmark, and the combination. Copy the SVG or download either format.

Logomark

The V over the bridge. Stands alone where the brand is already established: avatars, favicons, app tiles.

Wordmark

Serif, navy, always with the full-canvas hairline in documents. The one mark that never changes.

Combination mark

Logomark and wordmark together, for headers and title slides where the brand is being introduced. The wordmark is set a touch smaller than the mark, so the mark leads.

Scale the lockup to the full content width. In documents that is 6.7in, which puts it at 0.5in tall.
Keep clear space of at least the height of the mark on every side.
Put the lockup in the page header so it repeats on every page.
Place it on white, or on navy where it is the reversed cut.

Don’t

Do not add a second rule under the lockup. The hairline is part of the asset and it is the divider.
Do not add a tagline under the wordmark. It was removed deliberately.
Do not replace the wordmark with type. The masthead is an image, always.
Do not stretch, skew, outline, or apply an effect or shadow.
Do not recolour it. Navy on white, or reversed. Nothing else.
Do not place it on a busy photograph or a low-contrast background.
Do not call the masthead helper inside the document body. Header only.

The wordmark SVG is true vector. The logomark and combination SVGs are raster-backed, because the art is halftone photography. In document pipelines use the PNGs: the docx toolchain renders the wordmark SVG hollow.

Typography

Four faces, split by surface rather than by taste. Two weights across all of them, and 500 is the heaviest thing in the system.

Season Mix

--font-season · 400 only

Varick designs and deploys agent systems inside enterprise operations.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 $ % # · #002870

Role: Editorial serif. Display headlines and the brand wordmark.
Where it runs: The home page and /brand. Marketing site headlines, article titles.
Licence: TRIAL licence in the repo. Buy before any paid placement or print run.

Helvetica Neue

--font-sans · 400, 500

Varick designs and deploys agent systems inside enterprise operations.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 $ % # · #002870

Role: The interface face and the document face. One family for both.
Where it runs: Everything. Web UI, every .docx and PDF the company issues, every chart.
Licence: System font on macOS and iOS. Falls back to Helvetica then Arial elsewhere; that is accepted, do not substitute a different family to "fix" it.

Menlo

--font-mono · 400

Varick designs and deploys agent systems inside enterprise operations.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 $ % # · #002870

Role: Code, tokens, hex values, terminal output.
Where it runs: This site and engineering surfaces. Never inside a chart or a document.
Licence: System font. Nothing to buy and nothing to load.

Full scales, tracking values and the forbidden list are on Foundations → Typography.

Imagery

We sell operational work, so the imagery shows operations. Cool grading, real detail, room for type.

Real infrastructure, real workplaces, real operational detail.
Cool, restrained grading. Navy and grey read as the same family as the palette.
Wide crops with room for type to sit over them.
Diagrams over photographs when the point is a system.

Don’t

No stock handshakes, no glowing brains, no circuit-board abstractions.
No oversaturated grading and no warm nostalgia filters.
No generic robots or humanoid AI. We sell operational work, not science fiction.
No text baked into a background image. It cannot be translated or restyled.

The full library, with dimensions and download links, is on Marketing → Backgrounds and imagery.

Voice

The visual system does half the work. The writing does the other half, and it has the same discipline.

Plain, specific, and willing to name a number. We write the way an operator talks about their own process, not the way a vendor talks about a category. Contractions are fine. Em dashes are not.

Say what it does before saying what it is.
A table beats a wall of prose, because a reader can jump to the row that matters to them.
On the company account "we" is correct. "I" is not, and neither is talking about Varick in the third person.
The legal entity is SolidCart, Inc (d/b/a Varick Agents).

The full rules, including the forbidden list, are on Sales materials → Writing rules.