This is how Unstuck Engine looks and sounds.
Use this as a reference when creating anything - from product UI to social posts to conference slides.
Logos
We have two logo versions:
Full logo - Symbol + "Unstuck Engine" text
Use for: Website headers, presentations, marketing materials, anywhere there's space
Sign logo - Just the symbol
Use for: Favicons, app icons, social media avatars, tight spaces where text won't fit
Logo usage rules
Minimum size:
- Full logo: 150px width minimum (any smaller and text becomes unreadable)
- Sign logo: 32px minimum
Clear space:
Maintain space around logo equal to the height of the symbol on all sides. Don't crowd it with other elements.
What NOT to do:
- Don't change colors (use provided versions)
- Don't rotate or skew
- Don't add effects (shadows, gradients, outlines)
- Don't place on busy backgrounds where it's hard to read
- Don't stretch or compress (maintain proportions)
Background colors:
- Primary: Use black logo on light backgrounds
- If you need logo on dark background, create white version
- Avoid placing logo on mid-tone colors where contrast is poor
File formats:
- Use PNG for digital (web, presentations)
- Use SVG when available (scalable, crisp at any size)
- Use high-res PNG for print
Colors
Our color palette from light to bold:
Primary brand color: #8057d9 (Brand Purple)
Use this for: CTAs, links, active states, key brand moments
How to use colors:
Text:
- Primary text: #171e2e (Charcoal) or #15131e (Deep Black)
- Secondary text: #d0d5dd (Gray) at lower opacity
- Light backgrounds: #f7f7fa (Off White) or #d6d9fc (Light Purple)
UI elements:
- Success: #00d586 (Bright Green)
- Warning/Error: #fe5d45 (Coral)
- Info/Highlight: #c33fdf (Magenta)
- Disabled: #d0d5dd (Gray)
Backgrounds:
- Primary: White or #f7f7fa
- Accent sections: #d6d9fc (Light Purple)
- Dark mode: #171e2e or #15131e
Typography
Fonts:
- Atyp Display - Headers, titles, hero text
- Atyp Text - Body copy, UI text, everything else
Font sizes (approximate guide):
- Hero: 48-72px (Atyp Display)
- H1: 36-48px (Atyp Display)
- H2: 28-32px (Atyp Display)
- H3: 20-24px (Atyp Display)
- Body: 16-18px (Atyp Text)
- Small: 14px (Atyp Text)
- Tiny: 12px (Atyp Text)
Line height:
- Headers: 1.2-1.3
- Body text: 1.5-1.6
Font weight:
- Regular for most body text
- Bold for emphasis (use sparingly)
Voice & Tone
Who we are
Direct, not corporate
We say "You're wasting time on bad-fit leads" not "Suboptimal resource allocation may impact pipeline efficiency"
Confident, not arrogant
We say "We know because we use our own product" not "Obviously we're the best"
Educational, not salesy
We say "Here's why multi-dimensional scoring works" not "Buy now, limited time offer!"
Honest, not hype
We say "This takes 60 seconds if you skip customization, 5 minutes if you don't" not "Instant setup!"
Conversational, not casual
We say "That's the value we create" not "That's like, totally the value we create, ya know?"
What we sound like
We write like we talk - Short sentences. Contractions (we're, don't, isn't). No jargon unless necessary.
We're provocative when it matters - "Volume-based GTM is broken" not "Traditional approaches may have limitations"
We back claims with data - "87% still active after 6 months" not "Most users love it"
We admit what we don't know - "We're still figuring this out" not "We have all the answers"
We respect intelligence - We don't over-explain. If you're reading our handbook, you're smart enough to connect dots.
Tone by context
Marketing (website, ads):
- Provocative but backed by data
- Direct about problems and solutions
- Examples: "Most B2B tools give you single-dimension scoring. We don't."
Product UI:
- Clear and concise
- Helpful without being condescending
- Examples: "Turn on your first signal source" not "Let's get you started on your amazing journey!"
Docs/Help Center:
- Technical but accessible
- Step-by-step when needed
- Examples: "Configure your ICP by setting attributes and weights"
Social media:
- More casual, can start with lowercase
- Short, punchy
- Examples: "precision > volume" or "single-score systems assume all buyers are the same. they're not."
Internal (handbook, ClickUp):
- Direct and honest
- No sugar-coating
- Examples: "This isn't working. Kill it."
What we don't say
❌ "Leverage synergies"
✅ "Use what works together"
❌ "Best-in-class solution"
✅ "Here's what we do differently"
❌ "Revolutionize your workflow"
✅ "Stop wasting time on bad-fit leads"
❌ "Cutting-edge AI-powered platform"
✅ "Multi-dimensional ICP scoring"
❌ "Reach out to learn more"
✅ "Start a free trial, see if it works"
Writing Standards
Numbers:
- Always use digits: "5 minutes" not "five minutes"
- Exception: Start of sentence if unavoidable: "Five features shipped this week"
- Large numbers: "10,000 leads" not "10K" (be precise)
Dashes:
- Short dash with spaces: "PLG - not SLG"
- Never em dash: ❌ "PLG—not SLG"
- Hyphens for compound words: "multi-dimensional" "sales-led"
Capitalization:
- Product features: Title Case when it's a proper name ("First-Party Signals")
- General concepts: lowercase ("lead scoring" not "Lead Scoring")
- Our motions: Capital letters ("PLG" "SLG" "ELG")
- Sentence case for headlines: "How we make users happy" not "How We Make Users Happy"
Social media exception:
- Can start with lowercase for casual tone
- Example: "precision beats volume every time"
Contractions:
- Use them: we're, don't, isn't, won't, can't
- Sounds more human than formal
Oxford comma:
- Yes, always: "Product, activation, and retention"
Lists:
- Use bullets when order doesn't matter
- Use numbers when sequence matters
- Keep parallel structure (all start with verb, or all start with noun)
Bold/Italic:
- Bold for emphasis on key points (use sparingly)
- Italic for definitions or foreign words
- Never use ALL CAPS for emphasis (except in very casual social)
Image & Visual Style
Photography:
- Real screenshots over stock photos
- Authentic over staged
- Show actual product, actual data (anonymized if needed)
Icons & Graphics:
- Simple, clean
- Consistent stroke weight
- Use brand colors
Charts & Data Viz:
- Clear labels
- Use brand purple (#8057d9) for primary data
- Other palette colors for comparison
- Don't overload with data - one insight per chart
Spacing:
- Give elements room to breathe
- White space is good
- Don't cram everything together
Examples in Practice
Marketing headline (website)
✅ "Stop guessing which leads to call. Score them."
❌ "Revolutionize your lead prioritization workflow with AI-powered insights"
Product UI button
✅ "Turn on signals"
❌ "Activate your signal monitoring dashboard"
Error message
✅ "Can't connect to Apollo. Check your API key and try again."
❌ "An error has occurred. Please contact support."
Social media post
✅ "single-score systems can't tell the difference between a perfect-fit decision maker and a bad-fit intern. we can."
❌ "Our revolutionary multi-dimensional scoring engine leverages advanced algorithms!"
Docs title
✅ "Setting up your first ICP"
❌ "ICP Configuration Best Practices and Implementation Guide"
Internal ClickUp task
✅ "Fix onboarding bug - users can't skip step 3"
❌ "Address potential UX friction point in user activation flow"
When in doubt
Ask yourself:
- Would I say this out loud to a colleague? (If no, it's too formal)
- Does this sound like everyone else? (If yes, make it more direct)
- Am I hiding behind jargon? (If yes, use plain language)
- Does this respect the reader's intelligence? (If no, simplify without dumbing down)
The ultimate test:
If it sounds like it was written by a corporate marketing team, rewrite it.
If it sounds like a human explaining something to another human, ship it.
Related: Our culture - Why "Overeducate, Not Oversell" shapes how we communicate
See also: Positioning & Messaging - How we talk about competitors and differentiation (coming soon)