Logos & Marks
Colors
Primary
Secondary
Typography
Warm editorial serif for all display type and section headlines. Carries the cabinet-of-curiosities spirit without tipping into nostalgia. Use Bold for headlines, Regular for subheadings. For short labels (e.g. 'WHERE THE CONVERSATION HAPPENS'), use tracked-out small caps with letter-spacing +50-100.
Friendly geometric sans for all body copy, UI, buttons, captions, and microcopy. Pairs cleanly with Amagro's editorial warmth and reads well at small sizes. Weights: 400 (body), 500 (emphasis), 600 (UI/buttons), 700 (strong emphasis). Use generous leading (1.5-1.7 line-height) — the brand reads as breathable, not dense.
never mix within the same word or line. Body copy is typically centered under centered headlines; keep measures narrow (roughly 55-65 characters per line). Avoid more than three type sizes in a single layout: one for display, one for subhead or eyebrow, one for body. Section labels in Amagro can be small and tracked-out (all caps, +50-100 letter-spacing) as eyebrow text above a headline.
Brand Guidelines
design
Visual Aesthetic
Editorial, curious, and soft. The cabinet-of-curiosities metaphor drives the feel: carefully arranged objects with space to breathe, lit well, inviting a closer look. The visual system reads more like a well-designed magazine spread than a tech product page. Gradient-led and atmospheric rather than pattern-driven. Warm neutrals, muted colors, generous whitespace, single-column center-aligned layouts.
Gradient System
Gradients are Curio's signature visual device. Every primary page uses a full-bleed vertical gradient as background, transitioning through 3-5 soft stops. Match the gradient family to content type: Cool (#F0FAFB → #88B5B2) for flagship/hero content, Warm (#FCE9E3 → #F0BFB0 → #C6C3BC → peach) for personal/bio content, Green (#DAEADD → #94BB9C) for advisory/expertise content, Soft Blue (#E7F1F3 → #C5DEE3) for product/tool content. Always vertical, never diagonal or radial. Always soft and continuous, no hard stops or banding. Content sits on top with generous whitespace — gradients are atmosphere, not decoration.
Layout Guidelines
Single-column, center-aligned layouts for most content. Max content width around 600-700px for body copy, wider for imagery. Whitespace is the primary design tool — if something feels tight, add more space before adding more design. Vertical rhythm: consistent spacing between sections (roughly 80-120px on web). Buttons are pill-shaped with dark backgrounds, light text, and small icon in a circle on the left. Cards use rounded corners (~16px radius), soft drop shadows, and cream or white backgrounds to sit on top of the gradient.
Marks & Decorative Elements
The radiating burst mark (used in 'Scroll to Begin Your Journey' and the 'By Julia Polk' footer) is the primary decorative motif — references both a curio cabinet's glass face and a sunburst. Use sparingly, only in contexts where it reads as a mark, not a pattern. For bylined pieces, include the 'By Julia Polk' burst in a corner or footer position. For standalone pieces, the CURIO wordmark sits centered at the top. Avoid emoji or decorative icons in place of typography — the brand's restraint is part of its character.
What to Avoid
Avoid: hard-edged gradients or sharp color transitions; typefaces beyond the two-font system (Amagro + Plus Jakarta Sans); dense multi-column layouts; bright saturated color (all brand colors are muted/dusty); stock photography, abstract tech graphics, AI-generated visuals, or generic illustration; visual tropes that read as 'AI tech' (circuit patterns, glowing gradients, sans-serif-only type), 'corporate consulting' (heavy gray/blue, stiff grids), or 'wellness brand' (watercolor, leaf motifs). Curio sits between these categories — editorial and curious.
photography
Imagery Style
Photographic, warm-toned, and documentary in feel. Portrait-style imagery (Julia's headshot, panel photos, landscape). No stock-looking illustrations, no abstract 3D graphics, no AI-generated imagery. When imagery is used, present at moderate size with rounded corners and soft drop shadows so it sits naturally on top of the gradient backgrounds.
Component Library
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