The Heddle mark, colours and type, ready to download.
For journalists, partners, event organisers and anyone writing about Heddle. The kit has the mark and wordmark for both grounds, the two colour sets, the three typefaces and the description we use everywhere. Use any of it to refer to Heddle without asking first, as long as you keep the rules at the bottom of this page.
Logo
One wordmark, one mark, two grounds.
The mark is a weave: three warp threads in ink and one weft in madder, passing over, under and over them, rising left to right. Weaving is what a heddle is for, and the rise is what the site is for. The wordmark sets the name in Archivo ExtraBold beside it. Both come in light for dark grounds and dark for light ones.
Clear space and size
At least the width of one warp thread in the mark, on every side. Nothing else goes inside that space, including the edge of the page.
Not below 96 pixels wide on a screen or 24 millimetres in print. Below that the gaps in the weave close up and the mark reads as a block; use the mark on its own instead.
Please do not
- Recolour the mark, or use the light files on a light ground.
- Stretch, rotate or outline it, or add a shadow or a glow.
- Straighten the rising thread, change its direction, or make it any colour but madder.
- Set the name in another typeface to stand in for the wordmark.
Colour
The colours, each with one job.
- Cotton#F5F2EBThe default ground: undyed cotton. Pages sit on it.
- Ink#17150FHeadlines, body text, the wordmark, the warp threads in the mark and the main button.
- Indigo#2B3A9FThe one strong colour: one accent phrase per headline, section labels, links, the closing band.
- Madder#C2412BThe second thread, used sparingly: the rising thread in the mark, the woven divider, small markers.
- Linen#ECE7DCTinted sections that alternate with cotton.
- Hairline#E3DDD0Rules and borders. Hairlines carry structure; there are no drop shadows.
- Night#12131AThe dark ground, when a reader chooses dark.
As CSS custom properties: heddle-colors.css
Type
The type, and where to get it.
- DisplayArchivo 700Get the font
- Turn search into your best source of leads.
- BodyInter 400Get the font
- Heddle's AI agents take SEO off your plate, and every enquiry lands in your inbox with a reply drafted.
- Labels, times, status tags and codeJetBrains Mono 500Get the font
- Every Monday · checks passed
Backgrounds and banners
Backgrounds and banners, already cut to size.
The same background at 1080p as JPEG, for slide templates.
Share card with the wordmark already placed. Use as is for Open Graph, LinkedIn, Slack and X unfurls.
LinkedIn company cover with the wordmark already placed, clear of the corner where LinkedIn draws the profile picture. Use as is.
Square profile picture, the mark on black. Use as is for any social or directory avatar.
Voice
How we write.
- Do
- Say what was measured, where and when.
- Don't
- Promise a ranking, a traffic multiple or a result nobody has read yet.
- Do
- Name the mistake a rule came from, with its date.
- Don't
- State a rule as if it had always been obvious.
- Do
- Write headlines that say what happens, and end them with a period.
- Don't
- Call anything powerful, seamless or robust, or say it will unlock or empower.
- Do
- Use contractions and plain words, the way a person explains their own work.
- Don't
- Use em dashes, three-item colon lists or a stack of short sentences for effect.
Describing Heddle
The sentence we use everywhere.
Quote it as it is. It is the same paragraph on every profile and in this site's own metadata, written to be identical rather than polished for each place.
Heddle is the method and tooling TechFabric uses to launch products in search and answer engines. It measures what buyers type before anything is written, builds families of pages from sourced data, checks every built page for repeated sentences, unsupported claims and machine-written prose, and runs agents that keep the site current under a named person's approval. TechFabric sets it up in the client's own repository and accounts, so the client keeps everything.
- Shorter
- Heddle is a team of AI marketing agents from TechFabric that gets a business found in Google and AI answers, and makes sure every lead gets a fast reply.
- One line
- AI marketing agents that bring a business more qualified leads from Google and AI answers, every page checked first, set up and run by TechFabric.
- Tagline
- Pages buyers search for. Checked before they ship.
The name
One word, capital H, in the wordmark and in a sentence alike. The name belongs to Tech Fabric LLC.
- HEDDLE
- Heddle AI
- Heddle SEO
- heddle.pro, in prose
Rules
The rules.
The same list is in brand.json and in the README inside the zip.
- 01
Use the wordmark wherever it fits; the mark on its own is for square or tiny spaces.
- 02
Use the light files on dark grounds and the dark files on light ones.
- 03
Keep the rising thread in madder on every ground, and the warps in ink on light grounds, cotton on dark ones.
- 04
Say Heddle is built and run by TechFabric. Don't describe it as open source or self-serve software.
- 05
Quote the description as it is written below, without editing it.
These files may be used to refer to Heddle in an article, a talk, a partner listing or a comparison, and to link to heddle.pro, without asking first, provided the rules below are kept. Putting the mark on a product or service that is not Heddle needs written permission from the contact address.
For scripts and agents
Everything above, in a form a program can read.
- /brand/kit/brand.json: colours, type, rules, and every file with its ground and measured size
- /brand.md: this page as Markdown
- /brand/kit/heddle-brand-kit.zip: every file in one archive
Anything that is not here: hello@techfabric.com
Questions
Questions
Can I use the Heddle logo in an article or a talk?
Yes, without asking, for referring to Heddle and linking to heddle.pro, as long as the rules on this page are kept.
Who owns Heddle?
Tech Fabric LLC, which builds Heddle and sets it up for clients.