§ 00 · Brand reference

A small spec.
Enough to stay coherent.

Era Haus is a business strategy practice for the AI era. The brand should read as quiet, editorial, and considered — closer to a research imprint than a SaaS landing page. This page is the reference for anyone using the brand: logo, color, typography, and the voice the writing holds to.

§ 01

Logo

The wordmark is era.haus set in Inter Tight italic, semibold, with the period rendered in ochre. The mark, used alone, is the period — an italicised ellipse tilted just shy of 50°. Both read at small sizes; both survive on ink or paper backgrounds.

Wordmark

Wordmark · inkDownload ↓

Wordmark · paperDownload ↓

Square lockup

Square · inkDownload ↓

Square · paperDownload ↓

Mark only

Mark · inkDownload ↓

Mark · paperDownload ↓

Mark · SVGDownload ↓

Clearspace: keep at least the height of the dot on every side. The dot carries the accent of the surface it sits on: ochre by default, clay on the feed, olive on the lab. Nothing outside those three, and the lettering stays as it is. Don't outline the wordmark, don't stack the words, don't put the period anywhere other than between era and haus.

§ 02

Color

Two ink surfaces, one paper surface, four neutrals, three accents. Defined in OKLCH so contrast stays consistent across screens. Ochre is the primary accent, and the default for the logo and most live UI. Clay carries the feed and olive the lab, on their covers and on the mark itself; both also serve small details and PDFs. Paper is the canonical light background, also used for PDF reports. The values below are the source of truth.

Surface · ink--bgoklch(0.17 0.005 60)#2a2724

Surface · ink raised--bg-2oklch(0.205 0.005 60)#332f2c

Surface · paper--paperoklch(0.9646 0.0057 84.57)#f5f3ef

Foreground--fgoklch(0.94 0.008 80)#eee9df

Foreground · dim--fg-dimoklch(0.72 0.008 80)#b4ada1

Foreground · mute--fg-muteoklch(0.50 0.008 80)#7b7468

Accent · ochre (primary)--accentoklch(0.68 0.11 75)#cc8f49

Accent · clay (secondary)--accent-2oklch(0.69 0.12 35)#db7f67

Accent · olive (tertiary)--accent-3oklch(0.72 0.08 120)#9eac73

§ 03

Typography

Three families, each with one job. Serif sets the editorial register; sans carries body and UI; mono handles system metadata. No display faces, no decorative cuts.

Instrument SerifDisplay · headlines, titles, editorial moments

Strategic clarity for the AI era.

Inter TightSans · body copy, navigation, UI

Era Haus is an advisory and research practice helping leaders think clearly about AI.

JetBrains MonoMono · metadata, eyebrows, system labels

§ 01 · BUSINESS STRATEGY · ADVISORY · RESEARCH

§ 04

Voice

Specific over slogans.Name companies, numbers, and dates. No “the future of work” abstractions.
Judgment over jargon. A reader should feel an actual point of view, not a survey of opinions.
Research, not predictions. Falsifiable claims with evidence beat confident forecasts.
Quiet by default. No exclamation marks, no emoji, no CTA stacking. The whitespace does work.
Anti-hype.If a sentence could appear in any AI consultant's newsletter, rewrite it or cut it.

A small spec.Enough to stay coherent.