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

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.

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.

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 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.

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.

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.

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.

The rules are conservative on purpose. The mark earns its credibility through restraint; bending it for one slide makes the next 10 feel inconsistent.