The mark, the wordmark, and how to use them.

Chevron + wordmark.

The default. Used on the site, on contracts, on email signatures, on slides. A geometric north-pointing chevron in terracotta, set against the full wordmark in Geist Medium. The chevron does the symbol work; the type does the credibility work.

For square frames.

A two-line variant for square placements: business cards, social avatars, the back of a hardcover. The mono sub-line carries the city and coordinate, anchoring the “North” in the name.

For favicons and small surfaces.

Below 32 pixels, the wordmark loses legibility. Three monogram variants: the ink circle for default app icons, the accent tile for color emphasis, and the cream tile with the chevron alone for the most restrained surface.

The chevron stands alone.

The chevron is a north-pointing arrow, a paper plane, and the letter A all at once. It works on its own at large scale in places where the brand is already established: room signage, social images, the back of a t-shirt. The coordinate lock-up is for occasions that need the city named.

From a wall to a favicon.

The wordmark holds from 64-pixel hero placements down to 11-pixel footer text. Below 32 pixels, switch to the monogram. Stroke weight on the chevron stays constant; the surrounding type carries the scale.

Give it room.

The chevron's height (denoted x) defines the minimum clearspace around the lock-up on all four sides. No type, image, or container edge crosses that boundary.

One accent, on purpose.

Most AI agencies pick blue, purple, or both. We picked Toronto-brick — a terracotta that nods to the city's red-brick architecture and refuses the “another AI startup” first impression. Used sparingly: one accent per surface, never in body copy.

Don't & do.

The rules are conservative on purpose. The mark earns its credibility through restraint; bending it for one slide makes the next ten feel inconsistent.