Pulse · Identity System
00:00:00 · UTC
Spec v1.0
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// Pulse Identity System v1.0

A signal, refined.

The Pulse identity is a sibling to Blue Circle. Same Space Grotesk wordmark family, same typographic restraint, same dark-luxury composure. What sets Pulse apart is the gradient that carries the brand from Blue Circle blue through electric violet into a vibrant magenta-pink. The transition is the meaning: from infrastructure into intelligence.

// 01 The Mark

A single signal beat.

One peak, one overshoot, return to baseline. The pulse reduced to its most essential gesture. Used wherever the wordmark would be too small to read, and as the favicon, app icon, and social avatar.

SVG 48 × 16 3:1 ratio Gradient stroke Round caps
Mark · Primary 48 × 16
// 02 The Wordmark

Set in lowercase.

Space Grotesk 500, lowercase, tracked at -0.025em. The exact typographic treatment of bluecircle. The gradient does the differentiation work; the letterforms hold the family resemblance.

Space Grotesk 500 Lowercase -0.025em Gradient text
Wordmark · Display Space Grotesk · 500 pulse
// 03 The Lockup

Mark plus wordmark.

The default expression. The mark sits to the left of the wordmark, vertically centered, sized so its height is roughly half the cap height. The gap between mark and wordmark is 0.34em of the font size.

Primary identity Gap 0.34em Mark height ≈ 0.5em
Lockup · Default Mark + Wordmark pulse
// 04 Family Lockup

Parent plus product.

Used in navigation, signatures, and anywhere the lineage to Blue Circle matters. The bluecircle wordmark keeps its two-tone treatment with the custom beacon dot on the i. Pulse keeps the gradient. The slash signals relationship without ranking.

bluecircle / pulse Navigation use Signatures
Family Lockup For nav, footer, signatures bluecırcle / pulse
// 05 Scale

From favicon to hero.

The lockup holds from 14px (smallest nav use) through display sizes. Below 14px, drop the wordmark and use the mark alone. The mark is engineered to read at favicon size.

Min lockup · 14px Mark holds · 12px Display · 120px+
Sizing Scale
pulse
14 px
pulse
22 px · Nav
pulse
40 px
pulse
72 px · Display
// 06 The Spectrum

Three stops, one transition.

The Pulse gradient runs at 100° from Blue Circle beacon blue through electric violet into hot magenta-pink. The midpoint is structural, not decorative: it carries the visual move from infrastructure into intelligence.

linear-gradient 100° 3 stops 0 · 48 · 96
Spectrum 3-stop linear
0% 48% 96%
Pulse Start
#3FA9D8
Identical to --beacon. The Blue Circle origin point. Where Pulse begins.
Pulse Mid
#A06DE8
Electric violet. The transitional midpoint where the brand turns from blue toward magenta.
Pulse End
#F25EAA
Hot magenta-pink. Pulse's terminal territory. The signal arrived.
// 07 In Context

Real surfaces.

How the identity behaves in actual product contexts. Favicon, social avatar, in-line citation, CTA button, monochrome fallback for single-color reproduction, and inverted use on bone backgrounds.

Favicon · 32px
Social · 72px
Request Access
CTA Button
Built on pulse
In running text
pulse
Monochrome · Bone
pulse
Inverted · On bone