Brand guide 1.1
Web · slides · print · social
Ship happens!
Everything Voidgap looks, sounds and moves like — from the name to the last pixel of a banner. Street talk. Boardroom results.
Foundation
01.1The name
Void and gap are not synonyms — that is the value of the name. A void is a state. A gap is a distance between two shores.
Void
- origin
- Latin vacuus, empty
- what it is
- a state
- edges
- none
- in a company
- the place where AI simply doesn’t happen
- action
- fill
Gap
- origin
- Old Norse gap, chasm
- what it is
- a distance between two sides
- edges
- exactly two
- in a company
- the distance between business and technology
- action
- cross
Void
In law, null and void: on paper, without effect. In materials science, the cavity where the part fails. In code, the function that runs and returns nothing.
Gap
In semiconductors, the band gap is what an electron has to cross. No gap, no transistor, no compute, no AI. The gap isn’t the obstacle. It’s the mechanism.
Ginnungagap
In Old Norse both words are already one: the “yawning abyss” between ice and fire, read as charged with creative power. The reference stays in the foundation: no runes, no hammers, no northern lights.
01.2Who we are
Sharp against behaviour, never against people. Every provocation carries its proof in line two.
We build AI systems that run on Monday morning. Since 2011.
We don’t do decks. We don’t do pilots that never ship. We don’t do steering committees. We’re not the consultants your board likes — we’re the ones it calls when the talking is done.
We don’t close the gap. We move in.
The line. We mock decks, pilots, task forces and steering committees — never a person, never a named company, never a client. One expletive per campaign, in the closer, never in a headline.
How we want to be perceived · 0–100
Identity
02.1Logo
Two arcs forming a ring with two gaps — void and gap without a word. Every variant comes from voidgap.svg. Switch the ground, then copy or save the exact file.
Geometry: symbol 400 × 400 · wordmark 1267 × 191 · gap 144 units. Always keep the ratio.
02.2Logo rules
The gaps are the brand. Anything that closes, bends or decorates them breaks it.
Don’ts
02.3Color
Vulcanico only where something happens — a button, a number, a line. Never behind body text, never a gradient, no third hue, no pure white, no pure black. Click a swatch to copy it.
System
03.1Typography
One system face with the full range, one machine face for machine output only. Type below to test the scale.
System · Plus Jakarta Sans
Aa
Machine · JetBrains Mono
{ }
terminal · prompts · code · logs · hex. Never labels or headings.
Display and H1 with text-wrap: balance · 55–70 characters per line · tabular figures in every number.
03.2Spacing & grid
Base 4, rhythm 8. Radius 0 on everything except tags and chips (999). 1 px Line separates, 2 px Vulcanico marks — once per view.
| Width | Columns | Gutter | Margin |
|---|---|---|---|
| 1440 | 12 | 24 | 80 |
| 1024 | 12 | 20 | 48 |
| 768 | 8 | 16 | 32 |
| 390 | 4 | 12 | 16 |
Sections: 96 / 128 / 160 vertical by weight — never four equal blocks in a row.
03.3Components
Live, not screenshots — hover and press them. No shadows, no rounded cards.
Buttons · 48 px, radius 0
Input · label always visible
Tags · the only radius
Stats & console
$ voidgap audit agents/ → 14 agents scanned ! claims-triage · write scope unbounded ! kyc-check · raw PII in prompt → 12 pass · 2 fixed
Voice
04.1Positioning & claims
In almost every company there is a place where AI doesn’t happen. Not done wrong — not done at all. Consultants optimise what runs. Voidgap starts where nothing runs.
Ship happens!
Banner, hero, merch, signature. The brand’s only exclamation mark.
We don’t close the gap. We move in.
About, pitch, footer.
We ship. You cope.
Ads, social, sales sign-off.
Voidgap: where “what the fuck” becomes “we need them.”
Owned channels only.
Retired: We close the gap between your business and AI. — the industry’s most-used line. We ship. You profit. — profit promises, cope provokes.
| Move | The question behind it | The line |
|---|---|---|
| Build | “Nobody builds it.” | We decide what gets built, then we build it. |
| Secure | “Something runs and nobody checked it.” | Your agent can do things nobody signed off. |
| Comply | “Is this even allowed to run?” | EU AI Act and ISO 42001 are a spec, not an obstacle. |
| Enable | “And when you’re gone?” | We make ourselves redundant on schedule. |
04.2Top 10 — ready for the banner
Hero = 1, ad workhorses = 2–5, closer = 10. Every line carries its proof in line two.
- 01Ship happens!slogan · hero · merch
- 02We ship. You cope.ad workhorse
- 03Still in a workshop? Cute.ad workhorse
- 04PowerPoint isn’t a product.ad workhorse
- 05Hire the freaks. Fire the decks.ad workhorse · recruiting
- 06Sorry for the results.social · case study
- 07Your PoC died. Ours pays rent.social · LinkedIn
- 08Hate us. Hire us.sticker · merch · CTA
- 09Talk less. Ship more.sticker · merch
- 10Voidgap: where “what the fuck” becomes “we need them.”closer · owned channels only
Proof lines for line two
04.3Voice & imagery
Short, hard, plain. Second person, always — including the board. No emoji, ever. If a sentence carries neither a fact nor a sting, cut it.
Banned words
Imagery — proof, not mood
Systems in operation: anonymised screens and logs. Workshop, not boardroom: screens, whiteboards with real diagrams, cables in frame. Real people, real work: our own team at work — no stock, no smiling on command.
Banned imagery
Suits shaking hands, brains, robot hands, circuit boards, purple gradients, runes. On the web: typographic covers instead of stock — see 05.2.
Motion & application
05.1Motion
Something crosses a distance. Every movement answers a question — where did this come from, what belongs together, what changed. One protagonist per moment.
| Token | Value | Note |
|---|---|---|
| Entrance | 240 ms | cubic-bezier(0.16, 1, 0.3, 1) |
| Exit | 160 ms | shorter than the entrance, ease-in |
| Stagger | 60 ms | slightly varied, never mechanical |
| Press | scale .97 · 80 ms | buttons, tactile |
| Card hover | one property | a line draws itself — never three effects |
| Reduced motion | end state | nothing vanishes, nothing scrubs |
Banned: uniform fade-in-up on everything, parallax on mobile, endless loops, motion that hides content.
05.2 · new in 1.1Web motifs
Four devices the website introduced. They repeat on every page — that repetition is the system, not decoration.
05.3Applications
Hook → proof → sting. One idea per surface.
Ship happens!
We build the AI systems your strategy deck promised. Agents that work on Monday morning. Audits your DPO signs.
LinkedIn 1200 × 627: Noturno field, one line in Rime, the sting in Vulcanico, lockup bottom left.
Textile
Symbol on the chest, 60 mm, Rime. Back: “Ship happens!” in two lines, 800, Rime on Noturno. No orange on textile.
we’re shipping right now. Are you?
We’ll get back to you once the deployment is through — tomorrow morning at the latest.
If it’s on fire: [PHONE]
Voidgap — Ship happens!
Appendix
A.1Placeholders, files, sources
Fill the placeholders before anything goes public — the most important one is the number of systems in production.
| Placeholders | [X] systems in production · [PHONE] · [IMAGE] ×4 · one dated reference with a number per move |
| Kit | logo/ lockup, symbol, wordmark in Rime, Noturno, Vulcanico, currentColor · tokens/ json, css, fonts · social/ 13 banners · brand-guide PDF |
| Typefaces | Self-host Plus Jakarta Sans and JetBrains Mono under brand/fonts/. |
| Sources | voidgap.com — claims, portfolio, imprint · Ginnungagap, Wikipedia · logo: voidgap.svg, client original |
A.2The brand, applied
Everything built so far on this system. Links open in a new tab.