AffirmGear 2.0 · Cobalt Volt Edition

How we look.
How we sound.

The identity system for eleven people in a West Loop office who make eight garments and would rather lose an order than pad a sentence. One mark and five colors. Two typefaces, and the words we use. None of it should look like it came from a blank-with-a-logo supplier.

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01 · The Mark

The Design Bubble.

AffirmGear

A conversation that becomes a garment. The speech bubble is the Design Studio: you describe the team, it drafts the collection. The tee inside is what comes out the other end.

Gradient fill, Cobalt to Volt, on light grounds. Solid white or Ink on colored grounds. The tee stays white, always.

02 · Color

The Cobalt Volt palette.

One hero color for actions, an electric secondary for contrast, one pop accent, Ink for type, pure white as ground. The gradient runs hero to secondary at 135°. Cobalt Volt is the system every AffirmGear surface uses.

Cobalt Volt

Primary

Sporty and sharp. Cobalt reads trustworthy to an enterprise buyer. Volt makes it athletic.

Cobalt

#0066FF · hero · PMS 2728C

Volt

#C6FF00 · secondary · PMS 389C

Magenta

#FF2E93 · pop · PMS 213C

Ink

#0F0F14 · type · PMS Black 6C

White

#FFFFFF · ground

Supporting inks

#0052CC

#003D99

#0033A0

#00C48C

Neutrals

#F4F4F7

#ECECF1

#B0B0BE

#5A5A6B

Collection palette

Navy

Sage

Teal

Oatmeal

03 · Typography

Loud display, plain sans.

Display · Bricolage Grotesque 800

Forty polos, none worn.

Headlines and numerals. Tight leading, negative tracking. Highlight one phrase per headline with the gradient text treatment.

Workhorse · Manrope 400–800

Navigation, buttons, body, specs

Body at 16px, line height 1.7. Buttons in 700 with 0.02em tracking. Labels uppercase 800, tracked wide.

Eyebrow labels look like this

04 · Components

Soft radius, hard contrast.

Buttons · 8px radius

Start designing Get a quote See our work Talk to the Studio →

Cards & chips

Pique Polo

from $19.43

Best sellerNewShips in 3 wks

Gradient use

One gradient. Cobalt → Volt. 135°.

On CTA sections and the mark, plus one highlighted phrase per headline. Never on body text.

05 · Voice

The house voice.

We say.
"Designed for you, nobody else." · "Merch people keep." · "Free design. From 15 pieces."

We never say.
elevate · seamless · curated · "isn't just" · "whether you're" · jacquard · superlatives without a number.

How we sound.
Number first, then opinion. Price and minimum in plain type. Headers are fragments with a period. At most one em dash a page. No triads. Sentences between 4 and 30 words, never the same length twice in a row.

The test.
Would Faraz say it to a buyer on the phone? Would a Corporate Gear rep put it in a spec sheet? A line should pass one; the best pass both.

06 · Assets