Brand kit.
Base blue as the single strong accent over neutral surfaces: calm, architectural and light-only.
The wordmark is the logo.
USD.estate, set in the display serif with a Base-blue full stop. There is no separate symbol yet; the app icon below is the closest thing to a glyph.
- USD.estate
Ink on white
- USD.estate
Base blue on white
- USD.estate
White on dark ink
App icon glyph
Clear space and minimum size
- Clear space: at least the height of the glyph on all sides.
- Minimum size: 24 px digital / 8 mm print for the wordmark; 16 px for the glyph alone.
- Don't recolor, stretch, rotate or add effects to either mark.
Base blue, and not much else.
The palette is anchored on Base blue because USD.estate runs on Base. Every value below is read from the site's design tokens (globals.css).
Core
Base blue
#0000FF--color-primary
Brand primary — CTAs, links, USDest / reserve data
Base blue, hover
#0000CC--color-primary-hover
Hover state of Base-blue buttons and links
Blue tint
#EEF0FF--color-primary-tint
Soft blue surfaces, line-art fills
Blue line
#C9D0FF--color-primary-line
Line-art strokes, borders on tinted surfaces
Yield (data only)
Yield teal
#0F766E--color-yield
sUSDest / bonds — data and diagrams only, never a UI accent
Teal tint
#E9F5F2--color-yield-tint
Soft teal surfaces in charts
Teal, deep
#0F4D45--color-yield-deep
Hover state of teal (data) buttons
Ink
Ink
#1E293B--color-ink
Text — never pure black
Ink, muted
#475569--color-ink-muted
Secondary text and ledes
Ink, subtle
#64748B--color-ink-subtle
Captions and metadata
Ink, deep
#0F172A--color-ink-deep
Dark bands — process strip, insights, newsletter, footer
Dark band text
On dark
#E5E7EB--color-on-dark
Body text on dark bands
On dark, muted
#94A3B8--color-on-dark-muted
Secondary text on dark bands
Line, dark
#334155--color-line-dark
Hairline rules on dark bands
Surfaces and lines
Surface
#FFFFFF--color-surface
Page background
Surface 2
#F8F9FC--color-surface-2
Cards and inputs
Line
#E6EBF1--color-line
Hairlines
Outline
#CBD5E1--color-outline
Outline buttons and pill tags
Line-art
Art stroke
#C9D0FF--color-art-stroke
Illustration strokes, 1.5 px
Art accent
#8F8FFF--color-art-accent
Illustration accent lines and markers
Art fill
#EEF0FF--color-art-fill
Illustration poché fills
Globe dot
#CBD5E1--color-globe-dot
Dotted-globe base dots
The usd.ai translation
| usd.ai | USD.estate |
|---|---|
| Quartzite Sand #F7F3EE page/cards | White #FFFFFF page, cards #F8F9FC with border #E6EBF1 |
| Feldspar/Canyon beige line-art #DBD0C6 / #A99482 | Line-art #C9D0FF strokes with #8F8FFF accents (cool blue-grey) |
| Lignite dark brown #2F2823 bands | Dark ink #0F172A; text on dark #E5E7EB, muted #94A3B8 |
| Taupe buttons | Small Base-blue #0000FF filled button + outline variant (border #CBD5E1, ink text) |
| Turquoise accent (rare) | Yield teal #0F766E, only in data / diagrams |
Fills
Base blue is used at full strength for links, primary emphasis and the reserve / USDest role. For large fills it is used as a soft tint (#EEF0FF) with the full-strength blue reserved for borders, icons and text, so it stays legible and never overwhelms.
Data visualisation
Charts use a two-role system: Base blue (soft-tint fills) for the USDest reserve and T-bills, the dollar side; yield teal for sUSDest and real-estate bonds, the yield side. Per-issuer categories extend the teal family. Every text and background pair must meet WCAG AA contrast.
A serif for headlines, a sans for everything else.
Newsreader (400, italic for the one emphasised word) for display; Inter for body, UI and labels.
The dollar backed by buildings.
Built to be checked, not trusted.
Published eligibility
USDest is the dollar. It is fully backed by USDC and T-bill reserves and carries no real-estate exposure. sUSDest is the yield: a claim on a rules-bounded portfolio of real-estate bonds plus the T-bill reserve, priced by its net asset value.
- Share price · 4 dp
- 1.0233
- After the coupon · 4 dp
- 1.0280
- APY · 2 dp (sample)
- 6.40%Not guaranteed. Not a bank deposit.
- Identifiers · mono
- ISIN · 12 characters
- Use tabular, lining numerals for NAV, share prices, APY and reserve figures.
- Show share prices to 4 decimal places and APY to 2.
- Use monospace for contract addresses, ISINs and transaction hashes.
How the brand behaves.
Visual language and the compliance rules that apply to every piece of copy and every graphic.
Surfaces
Light-only, like the docs. UI surfaces are always white or #F8F9FC with hairline borders — no dark mode, no tinted section bands.
Base blue
The single strong accent, reserved for CTAs, links and USDest / reserve data. Never used as a large flat fill — use the soft tint for that.
Yield teal
Used only in data and diagrams — sUSDest, bonds, positive figures. It is not a UI accent and never appears in buttons, links or headings.
Motifs
Architectural lines, floor-plan grids and structural geometry. Avoid literal stock images of houses.
Iconography
Consistent icons for protocol concepts: reserve, T-bill, bond, coupon, epoch, allowlist, guardrail, credit event.
Imagery
Photograph real assets only with the issuer's permission and correct attribution. Otherwise, use abstract architectural imagery. Caption identifiable landmarks as illustrative.
Compliance-aware usage
- Never call sUSDest a stablecoin, in copy or graphics.
- Never show yields as guaranteed or fixed.
- Every yield figure must carry the “not guaranteed; not a bank deposit” disclaimer.
- Don't make marketing that targets US persons, the United Kingdom, or sanctioned jurisdictions.
- Don't recolor, stretch, rotate or add effects to the wordmark or glyph.
No downloadable kit yet — coming soon.
Until it ships, the brand pages in the docs carry the current guidance.