Incrementic — Brand

Brand essence

Learn. Build.

Incurable curiosity, always looking for ways to make things better. We design and implement digital products and experiences with a focus on the shortest distance to your next big thing.

Colour

Incrementic Red

HEX: #EA5148
RGB: 234 81 72
CMYK: 0 91 100 0
PMS: 3556 U

Charcoal

HEX: #4C4E56
RGB: 76 78 86
CMYK: 79 61 24 70
PMS: Black 6 U

White

HEX: #FFFFFF
RGB: 255 255 255

Incrementic Red is primary. Charcoal is the neutral. White is the preferred background. Only ever colour the logo in red, charcoal, or white.

Logo

The wordmark font was chosen for the incomplete strokes in the "m" and the "t" — intentional character, never to be corrected. Prefer the main logo wherever it achieves at least 3:1 contrast.

MAIN · light backgrounds

DARK · low-contrast light bg

WHITE · dark backgrounds

Rules

→ Minimum width 100px on screen, 30mm in print.
→ Clear space on all sides equal to the width of the "t".
→ Maintain at least a 3:1 contrast ratio with the background.

Don't

✕ Recolour outside red, charcoal, or white.
✕ Squash, stretch, or rotate.
✕ Box it in a shape or container.
✕ Place on noisy backgrounds.
✕ Use the logo inline in a sentence.

The signal & the mark

The Incrementic signal

Our standalone symbol, in Incrementic Red. Minimum 300px / 46mm on a coloured background, 16px / 6mm on white. Clear space equal to half its width. Works strongest on black or charcoal apparel.

The shortest distance to your next big thing

The Shortest Distance Mark

Our slogan lockup. Minimum width 490px / 75mm. Clear space equal to the height of the word "shortest". Use as a watermark or pattern — never below 70% opacity.

Voice & naming

How we sound

Plain over clever. Say the thing. "The moment a member first pays you" beats "the payment touchpoint."

Curious, forward-moving. Point at the next step, the next build, the shortest path.

Brief. Short sentences. Cut filler. Respect the reader's time.

Honest. Direct critique is a feature. Don't oversell.

People over pixels. Lead with what changes for the person, not the stack.

How we name

→ The company is Incrementic (Incrementic Limited).
→ Sub-brands use the X by Incrementic pattern.
→ Established products stand alone: QRtick, Member Access OS, Smart Park OS.
→ The methodology is Shape & Ship.
→ Brand elements have proper names: the signal, the Shortest Distance Mark.

Tokens for builders

Paste-ready for a coding agent or design system.

:root{
  --incrementic-red: #EA5148;
  --incrementic-charcoal: #4C4E56;
  --incrementic-white: #FFFFFF;
  --color-accent: var(--incrementic-red);
  --color-text: var(--incrementic-charcoal);
  --color-bg: var(--incrementic-white);
}

// tailwind.config.js
module.exports = {
  theme: { extend: { colors: {
    incrementic: {
      red: "#EA5148",
      charcoal: "#4C4E56",
      white: "#FFFFFF",
    },
  }}},
};

{
  "color": {
    "brand": {
      "red":      { "value": "#EA5148", "pms": "3556 U" },
      "charcoal": { "value": "#4C4E56", "pms": "Black 6 U" },
      "white":    { "value": "#FFFFFF" }
    },
    "semantic": {
      "accent": "{color.brand.red}",
      "text":   "{color.brand.charcoal}",
      "bg":     "{color.brand.white}"
    }
  }
}

The shortest distance to your next big thing.