Brand

Every great piece of content starts as a wisp.

A flicker of an idea, before it has shape, before it can be lost. Wispu is the place where the wisp lands, and becomes yours. This page is the public reference for the brand: the story, the name, the mark, the voice. Use it to write about us, design with us, or build alongside us.

The name

Wispu = wisp + u

Two halves, each carrying half the product.

wisp

A thin, fleeting trace. A coil of smoke. A will-o'-the-wisp drifting over the marshes. In English, a wisp of an idea is the moment a thought begins to form, before it has shape, before it can be lost. Every great piece of content starts here.

+ u

Yours. Your brand, your voice, your point of view. The u is the person who gives the wisp context and a name. This is the part most tools skip. It's where generic ideas become unmistakably yours.

The product does what the name promises: catches the wisp, grounds it in your brand, and turns it into something that ships.

Logo

Iso + wordmark, side by side

The lockup pairs the bare wisp ellipsis (three dots, no plate) with the lowercase wordmark. Iso and wordmark share the same fill so the lockup reads as one typographic unit. The lockup is fully monochromatic, no chromatic event: the 'i' uses its native typography tittle, no floating coloured dot. The squircle plate is reserved for the favicon, where the iso has to fight for attention in a browser tab. Two variants ship: dark fill on light surfaces, light fill on dark. Always render at sizes that keep the smallest iso dot ≥3px wide; below that, the cluster collapses into a single visual mass.

Clear space

Reserve at least the height of the wordmark itself on every side. No text, no ornament, no edge of a container inside that gutter.

Min size

Don't render below 80px wide. The smallest wisp dot loses separation before the letterforms do. Sanity-check the full cluster at your target size.

Icon

An ellipsis, suspended

Three dots arranged as a wisp trail. The trio reads as the ellipsis punctuation, a thought still forming, suspended, trailing off. That is the brand-name's etymology drawn into the iso: a wisp of an idea is the moment a thought begins to form, before it has shape. On the favicon the dots render in a white-to-soft-grey gradient, like vapor on the black plate. In the lockup the dots flatten to the wordmark fill so iso and wordmark read as one monochromatic typographic unit. Survives at 16×16 px.

16px

32px

64px

128px

16px on dark

32px on dark

64px on dark

128px on dark

Color

One signature citrine. One continuous gray canvas

The palette is intentionally narrow. Citrine Signal is the only chromatic brand accent; it works as fill and wash with dark ink on top, never as text. Jewel tones appear only as data marks inside product mockups.

Brand

Citrine Signal

#E5FF5D

The sole everyday chromatic accent: highlights, chips, checks, and contained washes. Pair with dark ink; primary CTAs stay near-black.

Citrine Deep

#B8CF00

Borders, rings, and small solid marks where Signal is too pale. Not a CTA fill.

Foundation (neutrals)

Marketing canvas

#F7F7F8

One continuous brand-gray page; sections never alternate backgrounds.

Background

#FFFFFF

App foundation and contained white surfaces

Foreground

#0A0A0A

Body text, dark UI surfaces

Muted

#F4F4F5

Contained controls, hover fills, and mock chrome

Border

#E6E7E9

Hairlines, dividers, ring-1