This is Daylight.
How we look, sound and show up, from the sun on the horizon to the last word on a button. Every logo file is here to download.
Logo
The sun on the horizon.
- AHalf a sunIts radius is the measure of everything else.
- BRays begin at twice itFar enough out that the sun reads on its own at 16px.
- CAnd end at four and a halfLong enough to read as light, not a crown.
- DFive rays, 30° apartStraight up, then 30° and 60° to each side.
- EOne horizonThrough the sun's centre. The name stands on it.
Wherever there’s room. The name, in Instrument Sans 600, stands on the horizon line.
6448322416From first light to dusk
Sun and ink on light grounds; all white where the light runs deep.
Room to breathe
Clear space on every side, the height of the mark. Never smaller than 96px wide for the full logo, 16px for the mark.
Never
Colour
Morning light, warm and clear.
Sun
The mark, glows and the sunrise. Never text.
RGB 245 121 14
Ink on it 5.4:1
Action
The one thing to do on a screen.
RGB 189 81 4
White on it 4.8:1
Ember
Big figures and labels.
RGB 180 64 15
On sand 5.0:1
Ink
Every headline and line of text.
RGB 43 39 35
On white 14.8:1
Sand
Warm grounds.
RGB 246 238 229
Ink on it 12.9:1
Paper
Quiet grounds.
RGB 251 248 245
Ink on it 14.1:1
How much of each
On a typical page, by area.
- Paper and white58%
- Sand14%
- Ink16%
- Action6%
- Sun5%
- Good1%
The sunrise
Behind white words it deepens to #B04A07 at the bottom left, so they clear 5.5:1.
Beside the orange
Fresh, light grounds for a second colour, never more than one at a time.
Type
One family, said plainly.
Instrument Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 $%&?!
RegularMediumSemibold
See what people find when they look for you.
Display48–80px, 600, line 98%, tracking −3.5%
Clients keep searching. We keep checking.
Section32–64px, 600, line 100%, tracking −3%
Your score, month by month.
Title24–32px, 600, line 120%
We check what people find when they look for you on Google, in directories and in AI answers, then fix it for you.
Text16–18px, 400, line 150%
What moved this month
Label13–15px, 600, sentence case
Voice
Get found by the clients you want.
Our line. We write for a busy owner, not a marketer: short sentences, everyday words, the facts of their own business, and a source for every figure.
Plain.
“Your Google listing”, not “your GBP”. If a word needs explaining, we choose another.
Specific.
Their own searches and numbers: “2 more searches find you”, never “boost your visibility”.
Honest.
Every figure has a source. Nothing promised we can't stand behind, and never “limited time”.
Calm.
One message and one thing to do. We never rush, shout or scare anyone into buying.
We say
- Clients can't find your prices.Optimize your conversion funnel.
- Businesses like yoursSMBs
- ClientsLeads
- Your free reportYour free audit!!!
- $5 your first month, then $39 a monthLimited-time offer
- ChatGPT didn't mention you when we asked.You're invisible to AI.
Our name is Daylight: one word, a capital D. Our address is dylt.ai, all lower case.
Photography
Real places in morning light.
Morning lightLow sun through a window, warm shadows on the wall.
Real placesRooms that look lived in, with plants, wood and linen.
No one in themNo faces, hands or bodies, and no stock smiles.
Never clinicalNo needles, gloves, screens or white-on-white.
Motion
Quick, but never too quick to follow.
Components
Drawn once, used everywhere.
Buttons
42–48px tall, 14–16px corners, 600. One per screen in orange.
Saying how it went
- Good: in place
- Fair: worth a look
- Needs work: we fix it
Colour always beside a word, never on its own.
A figure
71up 33 since August
Big figures in ember, what moved in green. Example figures.
In use
One message, one thing to do.
Downloads
Every file, ready to use.
Every logo and icon, and the colour list, in one .zip of 186 KB.
