Default signature
Use the tonal blue rose with the full McIntosh Systems name in Ink. Keep the wordmark in Geist Medium, with Systems in Regular.
Style guide
The McIntosh identity.
The tonal blue rose is the standard. Geist carries the type. Use clear language to explain what improves for the client.
Start with the rose.
Clear space
Leave at least one quarter of the rose’s diameter clear on every side. Keep text and other marks outside this area.
Small sizes
Use the solid mark at 16–23 px. Use the tonal mark from 24 px when contrast is sufficient. The full signature should keep the rose at least 28 px tall.
Preserve the geometry
Keep the circle, seven petals, and transparent channels intact. Scale proportionally. Avoid outlines, shadows, gradients inside the petals, and stretching.
Blue is the home base.
Blue and periwinkle make the tonal rose. All three lighter petals use the same shade so each remains visible. Mist, White, and Paper provide backgrounds; Ink handles text.
Plum
Pine
Copper
GraphiteAlternate palettes are available for future campaigns, themes, and branded materials. Keep the main company signature blue for consistency. Status colors in applications retain their own meaning.
Use dark text over pale colors. Periwinkle and Mist are background and illustration colors, not body-text colors.
One family, three roles.
Geist Sans
Built around
the business.
Geist Mono
CAP-026
$320,000.00
Geist Pixel
Systems.
Sans
Headings, navigation, body copy, and the wordmark. Use Regular and Medium most often. Body copy is 16–18 px with a comfortable line height.
Mono
Reference numbers, technical labels, and selected financial figures. Keep it out of long paragraphs.
Pixel
Occasional display accents and brand pieces. Use sparingly and keep routine controls in Sans.
Glass around the work.
Light, with structure.
Translucent navigation and framing.
Opaque surfaces for reading and decisions.
Material
Start with a 62% white fill, an 18 px backdrop blur, a fine white edge, and a light shadow. Adjust for the actual background.
Application surfaces
Keep tables, forms, and review screens on solid backgrounds. Information should stay clear when the surrounding visual changes.
Photography
Use the blue landscape as a quiet atmosphere. Keep text in a stable, high-contrast area and avoid decorative AI imagery that competes with the work.
A small amount of movement.
One short reveal, then still. Reduced-motion preferences show the complete mark immediately.
Use motion to introduce the rose or respond to an interaction. Keep the whole circle fixed. Avoid continuous spinning, bouncing petals, or movement behind data-heavy content.
Write like the person
who understands the work.
Lead with what improves for the client, such as less manual work or clearer spending information. Use familiar words and explain technical details only when they help someone decide.
Prefer
“See what is requested, approved, and spent.”
Avoid
“Unlock seamless transformation with cutting-edge solutions.”
Use the words clients use
Write about approvals, reports, spending, and repeated work. Explain a technical term only when it helps the reader understand what they will get.
Support the claim
Show the workflow or a verified example. Publish client names, quotations, and performance results only with an approved source.
Keep the invitation simple
Talk about a project. Explore CapFlow. See how we work. The next step should be clear from the link text.
Brand files and guidelines.
The kit includes rose SVG variants, design tokens, and the written guide.