# Set The World On Fire — Complete Brand System

Source: https://stwof.com/brand
This single file contains every STWOF brand document. Sections follow in order:
1. Brand Guidelines
2. Logo Guidelines
3. Design System

Design tokens are also available as JSON at https://stwof.com/brand/brand.json.
All logo asset URLs in this document are absolute and directly fetchable.
# STWOF Brand Guidelines

The complete brand & design system for **Set The World On Fire**. One mark: a solid tile split by two leaning slots into **interlocking hooks**. One accent, **Ember Red**. A system engineered **monochrome-first** and built to compound, where every layer amplifies the ones before it, including how the brand sounds: the voice, tone, and the words we use.

## Foundation · We build systems, not deliverables.

STWOF is a revenue-systems studio. The difference between a vendor and a systems architect is the whole brand: we don't sell a service and walk away. We build **interconnected systems where every component amplifies the others**, and we run them as an operating partner.

> A website that ranks, an AI system that captures every lead it generates, a CRM that tracks them, and automations that convert before a competitor calls back.

### Mission

To build systems that produce **compounding, measurable results**, not deliverables that sit on a shelf.

### The model

Every engagement is **custom-scoped** and carries an **ongoing path**. No free or discounted one-offs with no retainer. We build the foundation, then manage it.

### What we do

Web design & development, SEO/GEO/AEO, CRM, workflow automation, AI agents, lead-gen funnels, and conversion optimization, most powerful deployed as a **full system**.

### What we don't

We don't promise results we can't control, sell templates as solutions, or take work with no long-term value. **Results are a co-creation**. The business provides the signal we amplify.

### The chain

**01** Visibility → **02** Reputation → **03** Capture → **04** Nurture → **05** Lead gen → **06** Conversion → **07** Proof

## Beliefs · What we believe.

Four convictions that separate STWOF from the generalist agency next door. They are the source material for messaging; every headline traces back to one of these.

### 01 · A system delivers what a service never can.

**Most believe:** a great website, or great SEO, or great automation will move the needle on its own.

A site that ranks but doesn't capture is wasted. Ads to a page that doesn't convert burn money. Automations without a CRM miss the point. **In isolation, incremental. As a system, compounding.**

### 02 · The agency doesn't rank you. Groundwork does.

**Most believe:** "Hire us and your business improves."

An agency can only **amplify** a business. If the offer isn't defined and the systems aren't built to convert, no ranking or ad will produce a result. We are the architects; the business provides the signal.

### 03 · One-shot solutions are the biggest myth in marketing.

**Most believe:** build it right once and you're done.

A launched website is a hypothesis. A configured automation is version one. The businesses that win are the ones willing to test and refine. **We don't one-shot; we build to iterate.**

### 04 · The best results come from being underestimated.

**Most believe:** a big name and a long portfolio signal quality.

STWOF is lean and operator-run, with no account layer and no overhead inflating cost. The owner builds the systems. **Clients get more than expected because we let the work do the talking.**

## Voice & tone · Technical. Plain. Understated.

We sound like the most competent person in the room who has nothing to prove. Specific over grand, systems over hype. We never oversell; we set expectations by the market and beat them.

### Principle 01 · Systems, not services

Frame everything as architecture. Talk about how layers connect and compound, not about a menu of deliverables.

### Principle 02 · Underpromise, then beat it

Never claim a ranking, lead count, or ROI we can't control. Promise the foundation; let the result land on its own.

### Principle 03 · Plain & technical

Use the real word, not the marketing word. Precision reads as competence. Cut the adjectives; keep the nouns and numbers.

### Principle 04 · Co-creation, stated up front

Be explicit that results require the client's inputs. Honesty about the model is the differentiator, not a weakness.

### Tagline

Set the world *on fire.*

### Boilerplate

**One-liner**

**We build revenue systems, not deliverables.**

**Short**

Set The World On Fire builds **interconnected revenue systems** spanning visibility, capture, nurture, and conversion, built to compound and managed as an operating partner.

**Standard**

STWOF builds revenue systems for businesses that need more leads, better conversion, and lower acquisition cost. Unlike agencies that hand back a single service, we architect **interconnected systems where every layer amplifies the next**, and we run them as an ongoing partner, not a vendor.

## Tone by context · One voice, shifted by where it lands.

The voice is constant; the tone flexes with the surface. The same principles, dialed for the room they're speaking into.

### Proposals & decks

*Precise. Architectural. No fluff.*

Lead with the problem, follow with the system, end with the mechanism. Every claim earns its place.

### Social & content

*Sharper, shorter, declarative.*

The take comes first. One idea per post, stated plainly, with the edge left on.

### Email

*Direct, warm, professional.*

No corporate speak, but not casual either. Write like a competent person who respects the reader's time.

### CRM & automation copy

*Functional and fast.*

The copy serves the action, not the brand. Clear, short, and unmistakable about the next step.

### Constant across every surface

**01** Specificity over generality · **02** Systems framing · **03** No guaranteed outcomes · **04** No stock agency language

## Language · The words we use. And the ones we don't.

A shared vocabulary keeps the brand coherent across every writer. These terms carry specific meaning; use them precisely. The banned list keeps the stock agency language out.

### Terms

| Term | Meaning |
| --- | --- |
| System | An interconnected set of components where each layer amplifies the next. |
| Layer | A single component within the system: visibility, capture, nurture, and so on. |
| Compound | What results do when layers work together, rather than in isolation. |
| Operating partner | How STWOF engages: not a vendor, not a consultant; a partner who builds and runs. |
| **Presence** | The STWOF division solving the visibility and lead-flow problem. |
| **Performance** | The STWOF division solving the operational and conversion problem. |

### Never use

- guaranteed results
- stunning
- world-class
- cutting-edge
- synergy
- leverage (verb)
- seamless
- game-changer
- revolutionary
- we'll take care of everything
- just [minimizing word]
- very / really / extremely

### Jargon, replaced

| Word | Why, and what to use instead |
| --- | --- |
| Full-service | Implies **breadth over depth**. We scope to the problem, not a service menu. |
| Agency | Prefer **systems architect** or **operating partner** in context. |
| Digital marketing | Too generic. **Name the specific layer** instead. |

## Writing rules · Mechanics that hold the line.

The small decisions that make copy read as STWOF. Apply them everywhere, from a landing page headline to a one-line CRM nudge.

### Sentence structure

Lead with the outcome or the mechanism, **not the effort**. The reader cares what happens, not how hard we worked.

### Use of numbers

Always use real figures. Never round up, never approximate without saying so, and **never use a metric without a source**.

### Headlines

State the tension or the mechanism, not the benefit.

- DO: "A system delivers what a service never can."
- DON'T: "Get better results with our proven system."

### CTAs

Use verbs that match the action.

| DO | DON'T |
| --- | --- |
| "Start a system" | "Learn more" |
| "Book a build call" | "Get in touch" |
| "See the work" | "View portfolio" |

### Em dash

**Avoid it.** A comma, colon, or period almost always reads cleaner; restructure the sentence rather than reaching for a dash.

### Oxford comma

**Always.** Visibility, capture, nurture, and conversion.

## Say this / not that · The same idea, written right.

Worked examples across the four surfaces. The left column is the STWOF line; the right is the stock agency version we never ship.

| We say | We don't say |
| --- | --- |
| We build the system that makes results possible. | We'll 10× your revenue, guaranteed. |
| This engagement includes an ongoing path. | We'll handle everything for you. |
| A site that ranks but doesn't capture is wasted. | We build stunning websites that convert! |
| Launched is version one. | We deliver perfection. |
| Happy to walk through how the system would work for your situation. | We'd love the opportunity to partner with you on this exciting project! |
| $32,000+ preserved over two years. | Incredible ROI and massive growth. |
| Custom-scoped. Ongoing path. No templates. | Full-service digital agency. |
| The business provides the signal. We amplify it. | We do all the heavy lifting so you don't have to. |

## Headlines & CTAs · Twelve formulas. Six calls.

Headlines state a tension or a mechanism; they never sell a benefit. CTAs name the exact action. Pull from these patterns rather than inventing fresh hype.

| # | Formula | Example |
| --- | --- | --- |
| 01 | Tension statement | A system delivers what a service never can. |
| 02 | Mechanism first | Every layer feeds the next. |
| 03 | Contrast | Not a vendor. An operating partner. |
| 04 | Specificity | $32,000+ preserved. 461 subscriptions retained. 68% recovery rate. |
| 05 | The reframe | Launched is version one. |
| 06 | The honest limitation | We amplify the signal. You provide it. |
| 07 | The chain | Visibility → Capture → Nurture → Conversion. |
| 08 | Plain declaration | We build revenue systems, not deliverables. |
| 09 | The belief | One-shot solutions are the biggest myth in marketing. |
| 10 | The underestimate | Lean. Operator-run. No account layer. |
| 11 | The problem named | Most sites rank. Few capture. Almost none close the loop. |
| 12 | The invitation | Book a build call. |

## Signature copy · The standard blocks.

Pre-approved copy for the places STWOF speaks as a person: email, bios, and profiles. Use these verbatim; edit only the variable details.

### Email sign-off

[STWOF mark]

Jaime Galvan
Founder, Set The World On Fire
stwof.com

### Bio · short

Jaime Galvan is the founder of Set The World On Fire, a revenue-systems studio that builds interconnected systems spanning visibility, capture, and conversion for businesses that need compounding results, not one-off deliverables.

### Bio · long

Jaime Galvan founded Set The World On Fire to solve the problem he kept seeing: businesses investing in individual services (a website here, some SEO there, an automation stack somewhere else) and wondering why the results didn't compound. STWOF architects the full system and runs it as an operating partner, so every layer amplifies the next. Based in Wasco, California.

### LinkedIn · About

We build revenue systems. Not websites. Not SEO campaigns. Not automations in isolation. Systems, where every layer feeds the next and results compound over time.

If your business has a visibility problem, a capture problem, or a conversion problem, the answer is almost never a single service. It's a system. That's what STWOF builds, and what we run alongside you.

**Jaime Galvan, Founder**

## Color · Monochrome-first. One spark.

The system holds in black and white before any color is applied. **Ember Red** is the single accent, used with intent and never as a background wash. A near-black **Void** ground and warm **Ink** carry everything else.

### Palette

| Color | Hex | Role | CSS variable |
| --- | --- | --- | --- |
| Ember Red | #DB262C | Primary accent | --brand |
| Ember Deep | #9E1A1F | Pressed · hover | --brand-deep |
| Void | #080808 | Primary ground | --void |
| Ink | #F2F2F2 | On-dark text · paper | --ink |

**Type on Ember is dark, not white.** Every Ember surface in the system — primary buttons, the Results band, text selection, the logo tiles — carries near-black `#0C0C0C` type. White on Ember is not used anywhere and should not be introduced; it makes the accent read as a generic alert button rather than the brand's one spark.

The exception is **Ember Deep** `#9E1A1F`, the pressed state. It is dark enough that near-black type falls to roughly 2.4:1, so anything set on Ember Deep uses Ink `#F2F2F2` instead.

### Grayscale ramp

Dark to light. The foreground column is the text color that meets contrast on that step.

| Step | Hex | Foreground |
| --- | --- | --- |
| Void | #080808 | #9A9A9A |
| Panel | #0D0D0D | #9A9A9A |
| Panel-2 | #101010 | #9A9A9A |
| Panel-3 | #161616 | #9A9A9A |
| Ghost | #343434 | #0C0C0C |
| Faint | #808080 | #0C0C0C |
| Dim | #9A9A9A | #0C0C0C |
| Ink | #F2F2F2 | #0C0C0C |

### Contrast

| Pair | Ratio | Grade |
| --- | --- | --- |
| Ink on Void | 14.8:1 | AAA body & large |
| Void on Ink | 15.1:1 | AAA body & large |

### Semantic hues

One status color, authored in OKLCH rather than hex so the green stays tunable against the near-black ground. There is deliberately no warning or error color: the system has never needed one, and Ember already carries anything that has to read as urgent.

| Color | OKLCH | Role | CSS variable | Overridden |
| --- | --- | --- | --- | --- |
| Affirm | oklch(0.74 0.13 150) | Success | --ok | Homepage — retired to a neutral #CFCEC8; the HUD is grey + Ember only |

**Do not reach for green.** Affirm exists, but the marketing site never shows it: the homepage scopes it to a neutral and no other public page references it. In practice the public palette is grey plus Ember, full stop. Use Ember for anything that has to carry emphasis, including states another system would color green.

## Typography · Three voices, one system.

**Poppins** carries display and the wordmark; its geometric, near-circular forms give the headline a confident, rounded weight that echoes the mark's soft tile. **Hanken Grotesk** handles long-form reading. **JetBrains Mono** is the system label for spec, metadata, and structure.

### The faces

| Face | Weights | Role | CSS variable |
| --- | --- | --- | --- |
| Poppins | 600–700 | Display & headlines · wordmark. Tight tracking, set big. | --font-display |
| Hanken Grotesk | 400–600 | Body & UI copy. Set at 1.55–1.65 line-height. | --font-body |
| JetBrains Mono | 400–500 | Labels, eyebrows, metadata. Uppercase, wide tracking. | --font-mono |

### Weights

| Weight | Name |
| --- | --- |
| 400 | Regular |
| 500 | Medium |
| 600 | SemiBold · full name |
| 700 | Bold · STWOF |
| 800 | ExtraBold |

### Scale

| Step | Size / weight | Face | Tracking | Sample |
| --- | --- | --- | --- | --- |
| Display | 64 / 700 | --font-display | -0.03em | Set the world on fire |
| H1 | 44 / 700 | --font-display | -0.03em | A system, not a service |
| H2 | 32 / 600 | --font-display | -0.02em | Every layer compounds |
| H3 | 24 / 600 | --font-display | -0.01em | Built to iterate |
| Body L | 18 / 400 | --font-body | 0 | We build the foundation that makes results possible. |
| Body | 16 / 400 | --font-body | 0 | Each layer feeds the next, producing compounding results. |
| Small | 14 / 400 | --font-body | 0 | Supporting detail, captions, and secondary UI text. |
| Label | 11 / mono | --font-mono | 0.18em | System · metadata · eyebrow |

## Logo · The mark.

A single solid tile, split by two straight slots cut on a forward **diagonal**. The form leaves two interlocking hooks that read as a near-full **S**, leaning into motion without giving up solidity. It needs no second color and already looks like an app icon. *Full construction, clear space, minimum sizes, and misuse rules live in the dedicated [Logo Guideline](https://stwof.com/brand/logo).*

### Anatomy

- **Tile** — The soft squircle container, where a generous corner radius ties the mark to the rounded brand language.
- **Upper hook** — Formed by the slot entering from the right; reaches across the top of the field.
- **Lower hook** — Mirrors it from the left, clasping shut against the upper hook through the middle.
- **Lean** — Both slots tilt on the same forward angle, the gesture that turns a static S into momentum.

### Variants

| Ground | Mode | Name |
| --- | --- | --- |
| On dark | Fill | Positive |
| On light | Fill | Reversed |
| On ember | Fill | On ember |
| On dark | Line | Line |
| On light | Line | Line · reversed |
| On ember | Line | Line · on ember |

### Lockups

- **Horizontal lockup** — Mark + STWOF
- **Stacked lockup** — Mark + SET THE WORLD ON FIRE
- **Full wordmark** — Set the World on Fire

Downloadable mark files and lockup builders: [https://stwof.com/brand/logo](https://stwof.com/brand/logo)

## Icon & imagery · Drawn like the mark.

Icons are geometric line work with a consistent **1.6px stroke**, rounded joins, drawn on the same grid logic as the logo. Imagery is real: product screenshots, system diagrams, and the work itself. No stock gloss, no decorative gradients.

| Icon | Label |
| --- | --- |
| globe | Visibility |
| search | SEO |
| chat | Capture |
| layers | CRM |
| bolt | Automation |
| trend | Conversion |

## Photography · Cinematic. Dark. Ember-lit.

Imagery is monochrome-first, like the rest of the system. Subjects sit against a near-black **Void** ground, lit by a single warm source so **Ember** stays the only color in the frame. Crops are wide and filmic, with negative space left open for type.

- **Fire** — Dragon silhouette breathing fire across a black field. ([image](https://stwof.com/brand/guides/cover-dragon.jpg))
- **Subject** — Lone figure walking toward a wall of fire on a dark plain. ([image](https://stwof.com/brand/guides/photo-silhouette-walk.webp))
- **Scale** — Earth from orbit with cities glowing like embers against black space. ([image](https://stwof.com/brand/guides/photo-ember-earth.webp))
- **System** — Curved horizon laced with a glowing crimson network of connections. ([image](https://stwof.com/brand/guides/photo-crimson-network.jpg))

## Divisions · One brand, two divisions.

STWOF runs two divisions under one identity. They share the mark, type, ground, and the single Ember accent, and split only by a label. The brand stays unified; the division tells the client which problem we're solving.

### Presence

**The visibility & lead-flow problem.** Businesses that are invisible in search, not generating enough inbound, or overspending on ads.

- Custom sites that rank and convert
- SEO / GEO / AEO
- Lead-gen funnels & landing pages
- The win: know exactly where every lead comes from and stop paying for what doesn't work

### Performance

**The performance problem.** Operations with leads or traffic already, but something in the middle is broken, slow, or manual.

- CRM & pipeline
- Workflow automation & AI agents
- Tool consolidation
- The win: stop losing leads to slow follow-up and start closing while they're still hot

---

*Generated plain-text mirror of the brand guideline page at [https://stwof.com/brand/guideline](https://stwof.com/brand/guideline). The prose is transcribed from that page; the color, type, and contrast values are generated from the brand tokens, so they cannot drift from what the site ships.*


---

# STWOF Logo Guidelines

Brand · Logo guidelines

The logo for **Set The World On Fire**, built on one mark: a solid tile split by two leaning slots into **interlocking hooks**. Engineered **monochrome-first**, kinetic by design, and legible from a 16px favicon to a billboard.

This is the machine-readable mirror of the published page at https://stwof.com/brand/logo. Every asset below is an absolute URL — fetch or hotlink it directly; do not construct paths by hand.

## Contents

1. [Downloads](#1-download-the-logos) — every approved file, as a URL
2. [The mark](#2-the-mark)
3. [Construction](#3-built-on-a-120-unit-grid)
4. [Clear space & size](#4-room-to-breathe-a-legible-floor)
5. [Variations & lockups](#5-one-mark-a-tight-set-of-forms)
6. [Misuse](#6-six-things-never-to-do)
7. [Approved colors](#7-monochrome-first-one-spark)
8. [Wordmark typeface](#8-set-in-poppins)
9. [In use](#9-the-mark-applied)

---

## 1. Download the logos.

Anchor: `#downloads` · TOC label: Downloads

Every approved treatment of the mark, ready to use. **SVG** scales cleanly to any size for print and web; **PNG** ships transparent at **1024px** and **256px**. Grab a single file, or the full set bundled as SVG or PNG.

### The mark — 18 static files

Every URL in this table is fetchable as-is. "Ground" is the background the variant is drawn for.

| Variant | Intent | Ground | Color | SVG | PNG 1024 | PNG 256 |
| --- | --- | --- | --- | --- | --- | --- |
| Solid White | Positive on dark | Dark | #F2F2F2 | https://stwof.com/logo-downloads/stwof-mark-solid-white.svg | https://stwof.com/logo-downloads/stwof-mark-solid-white-1024.png | https://stwof.com/logo-downloads/stwof-mark-solid-white-256.png |
| Line White | Outline on dark | Dark | #F2F2F2 | https://stwof.com/logo-downloads/stwof-mark-line-white.svg | https://stwof.com/logo-downloads/stwof-mark-line-white-1024.png | https://stwof.com/logo-downloads/stwof-mark-line-white-256.png |
| Solid Black | Reversed on light | Light | #0C0C0C | https://stwof.com/logo-downloads/stwof-mark-solid-black.svg | https://stwof.com/logo-downloads/stwof-mark-solid-black-1024.png | https://stwof.com/logo-downloads/stwof-mark-solid-black-256.png |
| Line Black | Outline on light | Light | #0C0C0C | https://stwof.com/logo-downloads/stwof-mark-line-black.svg | https://stwof.com/logo-downloads/stwof-mark-line-black-1024.png | https://stwof.com/logo-downloads/stwof-mark-line-black-256.png |
| Solid Ember | The spark on dark | Dark | #DB262C | https://stwof.com/logo-downloads/stwof-mark-solid-ember.svg | https://stwof.com/logo-downloads/stwof-mark-solid-ember-1024.png | https://stwof.com/logo-downloads/stwof-mark-solid-ember-256.png |
| Line Ember | Outline on dark | Dark | #DB262C | https://stwof.com/logo-downloads/stwof-mark-line-ember.svg | https://stwof.com/logo-downloads/stwof-mark-line-ember-1024.png | https://stwof.com/logo-downloads/stwof-mark-line-ember-256.png |

### Lockups — generated, not downloadable

**There is no static file for any lockup.** The mark + wordmark lockups are built in the browser: the SVG is assembled at click time and the PNG is canvas-rastered from it, because the wordmark has to be measured in real Poppins metrics. Do not look for a lockup URL — none exists on the server.

If you need a lockup you must either use the page's download buttons or rebuild it from the mark SVG plus Poppins (metrics in [section 5](#5-one-mark-a-tight-set-of-forms)). The generated files are named:

- `stwof-lockup-<type>-<color>.svg`
- `stwof-lockup-<type>-<color>-<px>.png` where `<px>` is 1024 or 256

with `<type>` one of `horizontal`, `stacked`, `wordmark` and `<color>` one of `white`, `black`, `ember`.

### Packs

The pack buttons zip files client-side; the ZIPs are also not static assets and have no URL. Mark packs (`stwof-logos-svg.zip`, `stwof-logos-png.zip`) bundle the files already listed above — fetch those individually instead. Lockup packs (`stwof-lockups-svg.zip`, `stwof-lockups-png.zip`) bundle the generated lockups.

### Out in the world — photography

The full-bleed photo band on the page. 8 shots of the mark applied, served as WebP.

| Shot | File | URL |
| --- | --- | --- |
| dragon | `dragon.webp` | https://stwof.com/logo-wild/dragon.webp |
| website laptop | `website-laptop.webp` | https://stwof.com/logo-wild/website-laptop.webp |
| phone | `phone.webp` | https://stwof.com/logo-wild/phone.webp |
| subway billboard | `subway-billboard.webp` | https://stwof.com/logo-wild/subway-billboard.webp |
| business cards | `business-cards.webp` | https://stwof.com/logo-wild/business-cards.webp |
| apparel cap | `apparel-cap.webp` | https://stwof.com/logo-wild/apparel-cap.webp |
| tshort | `tshort.webp` | https://stwof.com/logo-wild/tshort.webp |
| book | `book.webp` | https://stwof.com/logo-wild/book.webp |

Note the file stem `tshort.webp` is spelled that way on disk (the apparel shot). Use it verbatim.

---

## 2. The mark.

Anchor: `#mark` · TOC label: The mark

A single solid tile, split by two straight slots cut on a forward **diagonal**. Where the slots pass, the form leaves two interlocking hooks that read as a positive, near-full **S**, leaning into motion without giving up any solidity. It needs no second color and already looks like an app icon.

**Anatomy**

- **Tile** — The soft squircle container, a generous 30-unit corner radius that ties the mark to the rounded brand language.
- **Upper hook** — Formed by the slot entering from the right; reaches across the top of the field.
- **Lower hook** — Mirrors it from the left, clasping shut against the upper hook through the middle.
- **Lean** — Both slots tilt on the same forward angle, the single gesture that turns a static S into momentum.

---

## 3. Built on a 120-unit grid.

Anchor: `#construction` · TOC label: Construction

The mark is drawn on a **120-unit grid**. The tile sits on an 8-unit inset with a 30-unit corner radius; the two slots run as parallel axes on a shared forward lean. Rebuild from these guides, never redraw freehand.

Figures on the page: "Mark on the 120-unit grid" and "Tile inset · radius · slot axes".

### The grid

| Property | Value |
| --- | --- |
| Drawing space | 120 × 120 units (`viewBox="0 0 120 120"`) |
| Hairline rules | every **12** units — 11 ticks at 0, 12, 24 … 120 |
| Major rules | every **24** units |
| Tile inset | **8** units on all four sides |
| Tile box | 104 × 104 units at (8, 8) |
| Corner radius | **30** units |
| Construction circle | r = 30 at (38, 38) |
| Slot axis · upper | (40, 50) → (112, 38) |
| Slot axis · lower | (8, 82) → (80, 70) |

### Master paths

The artwork is a masked rect, not outlines: the tile is filled white in a luminance mask and the two slots are stroked black through it, so the slots are true cut-outs.

| Element | Definition |
| --- | --- |
| Tile | `M38 8 L82 8 Q112 8 112 38 L112 82 Q112 112 82 112 L38 112 Q8 112 8 82 L8 38 Q8 8 38 8 Z` |
| Upper slot | `M124 36 L40 50` |
| Lower slot | `M-4 84 L80 70` |
| Slot stroke | width **12**, `stroke-linecap="butt"`, no fill |

Both slot paths deliberately overrun the 120-unit field (x = 124 and x = −4) so the cuts run clean off the tile edge.

---

## 4. Room to breathe. A legible floor.

Anchor: `#clearspace` · TOC label: Clear space & size

Protect the mark with breathing room and never let it fall below its legible floor. Clear space on all sides equals **X**, one quarter of the mark's height. The mark holds its read down to a **16px** favicon.

| Rule | Value |
| --- | --- |
| Clear space, all four sides | **X = ¼ of the mark's height** |
| Minimum size | **16px** (favicon floor) |
| Sizes demonstrated on the page | 64 · 48 · 32 · 24 · 16 (16 = min) |

Figure captions: "X = ¼ of mark height" and "The mark holds its read down to a 16px favicon".

---

## 5. One mark, a tight set of forms.

Anchor: `#variations` · TOC label: Variations & lockups

Use the **positive** mark by default; **reversed** on ink, **on ember** on red, and the **line** cut only where a hairline treatment is needed. Pair with the wordmark in the locked configurations below.

### Color modes shown on the page

| Treatment | Cut | Ground |
| --- | --- | --- |
| Positive | Solid | Dark |
| Reversed | Solid | Light |
| On ember | Solid | Ember |
| Line | Line | Dark |
| Line · reversed | Line | Light |
| Line · on ember | Line | Ember |

### Approved variants (the downloadable set)

| Variant | Intent | Color | Ground | File stem |
| --- | --- | --- | --- | --- |
| Solid White | Positive on dark | #F2F2F2 | Dark | `stwof-mark-solid-white` |
| Line White | Outline on dark | #F2F2F2 | Dark | `stwof-mark-line-white` |
| Solid Black | Reversed on light | #0C0C0C | Light | `stwof-mark-solid-black` |
| Line Black | Outline on light | #0C0C0C | Light | `stwof-mark-line-black` |
| Solid Ember | The spark on dark | #DB262C | Dark | `stwof-mark-solid-ember` |
| Line Ember | Outline on dark | #DB262C | Dark | `stwof-mark-line-ember` |

### Lockups

Locked configurations of mark + wordmark. Each is offered in 3 colorways: White (#F2F2F2), Black (#0C0C0C), Ember (#DB262C).

| Lockup | Composition | Wordmark | Weight | Font size | Letter-spacing | Mark → text gap | Cap height | Canvas |
| --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Horizontal | Mark + STWOF | STWOF | 700 | 78 | 0 | 30 | — | W = 120 + 30 + text width · H = 120 |
| Stacked | Mark + full name | SET THE WORLD ON FIRE | 600 | 23 | 5 | 24 | 23 | W = max(120, text width) · H = 167 |
| Wordmark | Full wordmark | Set the World on Fire | 600 | 74 | -1 | 0 | — | W = text width · H = 96 |

Sizes are in the same units as the 120-unit mark, so a lockup is drawn with the mark at its native 120 × 120. The wordmark lockup carries no mark at all. Text is optically centered on the glyph box (cap height), not the em box.

The page also shows the standalone **Abbreviated** wordmark — "STWOF" with no mark.

---

## 6. Six things never to do.

Anchor: `#misuse` · TOC label: Misuse

The mark works because its geometry is fixed. Reproduce it only from the master artwork, in an approved color mode. Never do any of the following.

- **Don't rotate** or change the lean angle.
- **Don't stretch,** squash or distort.
- **Don't recolor** outside the approved palette.
- **Don't add** shadows, glows or effects.
- **Don't reduce** contrast or fade the mark.
- **Don't shrink** inside its clear space.

---

## 7. Monochrome-first. One spark.

Anchor: `#color` · TOC label: Approved colors

The mark is **monochrome-first**: it must hold in black and white before any color is applied. These are the only **approved colors** for the logo. **Ember Red** is the single accent, used with intent and never as a background wash.

| Color | Hex | Role | CSS variable |
| --- | --- | --- | --- |
| Ember Red | #DB262C | Primary accent | `--brand` |
| Ember Deep | #9E1A1F | Pressed · hover | `--brand-deep` |
| Void | #080808 | Primary ground | `--void` |
| Ink | #F2F2F2 | On-dark text · paper | `--ink` |

**Contrast**

| Pairing | Ratio | Grade |
| --- | --- | --- |
| On Void · Ink at 100% | 14.8 : 1 | AAA |
| On Ink · Void at 100% | 15.1 : 1 | AAA |

---

## 8. Set in Poppins.

Anchor: `#type` · TOC label: Wordmark typeface

The wordmark and lockups are set in **Poppins**, a geometric sans whose near-circular forms give the wordmark a confident, rounded weight that echoes the mark's soft tile. Use **Bold (700)** for the abbreviated **STWOF** wordmark and **SemiBold (600)** for the full name.

Poppins's near-circular geometric forms echo the mark's soft, rounded tile.

| Weight | Use |
| --- | --- |
| 600 · SemiBold | full name — "Set the World on Fire" |
| 700 · Bold | STWOF |

### The brand's three faces

| Typeface | CSS variable | Weights | Role |
| --- | --- | --- | --- |
| Poppins | `--font-display` | 600–700 | Display & headlines · wordmark. Tight tracking, set big. |
| Hanken Grotesk | `--font-body` | 400–600 | Body & UI copy. Set at 1.55–1.65 line-height. |
| JetBrains Mono | `--font-mono` | 400–500 | Labels, eyebrows, metadata. Uppercase, wide tracking. |

---

## 9. The mark, applied.

Anchor: `#applications` · TOC label: In use

The mark is the recognizable unit at small sizes: favicons, avatars, app tiles, stamps. Below, the approved color modes applied across the contexts the logo meets most. All social profiles use the mark as the avatar on an Ember field.

**Contexts shown**

- App icon · ink
- App icon · ember
- App icon · void
- Social avatar · circle
- Browser tab
- Business card

**Social surfaces mocked up**

Instagram profile · Facebook page · X.com profile · LinkedIn page · YouTube channel · TikTok profile.

Profile-grid tiles cycle the three grounds — void, ink, ember — in that rotation. Copy inside the mockups (follower counts, bios, post text) is illustrative, not brand copy.

Photography of the mark in real applications is listed with fetchable URLs in [section 1](#out-in-the-world--photography).

---

*This document mirrors https://stwof.com/brand/logo. Prose is transcribed from that page; asset URLs, variants, colors and typefaces are derived from the brand token source so they cannot drift.*


---

# STWOF Design System

The component system behind the **Set The World On Fire** website, organized the way it is actually built: small parts compose into larger ones. **Tokens** become **atoms**, atoms combine into **molecules**, molecules assemble into **organisms**, organisms fill **templates**, and templates render as live **pages**. One ground, one accent, square edges, mono labels.

## Contents

1. [Methodology](#methodology) — the ladder
2. [Tokens](#tokens) — layer 0
3. [Atoms](#atoms) — layer 1
4. [Molecules](#molecules) — layer 2
5. [Organisms](#organisms) — layer 3
6. [Templates](#templates) — layer 4
7. [Pages](#pages) — layer 5
8. [Working rules](#working-rules)

Companion document: [Brand guideline](https://stwof.com/brand/guideline) · machine-readable at https://stwof.com/brand/guideline.md

---

## Methodology

### A system, not a screen library.

STWOF builds revenue systems where every layer amplifies the next. The website is built the same way. Nothing here is a one-off; every page is assembled from a small, shared set of parts. Read it bottom-up: **master the tokens and atoms and everything above them stays consistent for free.**

| # | Layer | Kind | Definition |
| --- | --- | --- | --- |
| 0 | Tokens | Decisions | The non-negotiables, expressed as CSS variables in **ds.css**: surfaces, ink, the one Ember accent, type, spacing, radius. Change a token, change everything downstream. |
| 1 | Atoms | Single elements | The smallest usable pieces, the mark, a button, a badge, an input, a label, an icon. They carry no layout of their own. |
| 2 | Molecules | Small groups | A few atoms doing one job together, a feature card, a metric, a testimonial quote, a form field, a nav cluster. |
| 3 | Organisms | Page sections | Full, self-contained sections, the header, the hero, the system row, the stats band, the closing CTA, the footer. |
| 4 | Templates | Layouts | The order and rhythm of organisms on a page, structure without final content. The skeleton a page is poured into. |
| 5 | Pages | Live | A template filled with real copy and imagery, the shipped, running website. The proof the system holds. |

---

## Tokens

*Layer 0 of 5.*

The decisions every other layer inherits. They live as CSS custom properties in **ds.css**. Click any color to copy its variable.

### Surfaces & ink

| CSS variable | Hex | Name | Role |
| --- | --- | --- | --- |
| `--void` | `#080808` | Void | Primary ground |
| `--panel` | `#0D0D0D` | Panel | Raised surface |
| `--panel-3` | `#161616` | Panel · 3 | Hover · chip |
| `--ink` | `#F2F2F2` | Ink | Primary text |
| `--ink-dim` | `#9A9A9A` | Ink · dim | Secondary |
| `--ink-faint` | `#808080` | Ink · faint | Labels · meta |
| `--brand` | `#DB262C` | Ember | The one accent |
| `--brand-deep` | `#9E1A1F` | Ember · deep | Pressed state |

### Type tokens

| CSS variable | Face | Weights | Role |
| --- | --- | --- | --- |
| `--font-display` | Poppins | 600–700 | Display & headlines · wordmark. Tight tracking, set big. |
| `--font-body` | Hanken Grotesk | 400–600 | Body & UI copy. Set at 1.55–1.65 line-height. |
| `--font-mono` | JetBrains Mono | 400–500 | Labels, eyebrows, metadata. Uppercase, wide tracking. |

Poppins is set at 600 for headlines, statements, and metric values. Hanken Grotesk carries body copy, leads, and buttons. JetBrains Mono carries labels, eyebrows, and meta.

### Type scale

| Step | Size / weight | Face | Tracking | Sample |
| --- | --- | --- | --- | --- |
| Display | 64 / 700 | `--font-display` | -0.03em | Set the world on fire |
| H1 | 44 / 700 | `--font-display` | -0.03em | A system, not a service |
| H2 | 32 / 600 | `--font-display` | -0.02em | Every layer compounds |
| H3 | 24 / 600 | `--font-display` | -0.01em | Built to iterate |
| Body L | 18 / 400 | `--font-body` | 0 | We build the foundation that makes results possible. |
| Body | 16 / 400 | `--font-body` | 0 | Each layer feeds the next, producing compounding results. |
| Small | 14 / 400 | `--font-body` | 0 | Supporting detail, captions, and secondary UI text. |
| Label | 11 / mono | `--font-mono` | 0.18em | System · metadata · eyebrow |

Fluid ranges as published on the page's scale strip — type scales with `clamp()`:

| Step | Range (px) |
| --- | --- |
| Display | clamp 40–76 |
| Section | clamp 30–54 |
| Body | 15–18 |
| Mono | 10–11 |

### Radius

All radii are 0. The system is square — buttons, cards, chips, inputs, badges.

---

## Atoms

*Layer 1 of 5.*

The smallest usable parts. Each one is a single element with no layout of its own, dropped into molecules and organisms wherever needed. Grouped here by the job they do.

### Button

- **Selector:** `.btn` · `.btn-primary` / `.btn-secondary` / `.btn-ghost`
- **Rule:** Primary is the only Ember element on most screens. Sizes: `.btn-sm` / default / `.btn-lg`.
- **Anatomy:** a primary CTA carries a trailing arrow in `<span class="ar">→</span>`.

```html
<a class="btn btn-primary">Book a build call <span class="ar">→</span></a>
<a class="btn btn-secondary">See the system</a>
<a class="btn btn-ghost">Learn more</a>
```

### Badge

- **Selector:** `.badge` · `.badge.brand` / `.badge.ok` (`.badge.signal` also ships)
- **Rule:** Mono status pill. Carries an optional leading dot.
- **Anatomy:** the leading dot is `<span class="d">`.

```html
<span class="badge brand"><span class="d"></span>AI cited</span>
<span class="badge ok"><span class="d"></span>Qualified</span>
```

### Input field

- **Selector:** `.lf-field` · `.lf-input` (wrapper `.lf-control`, required mark `.req`)
- **Rule:** Mono uppercase label with an Ember required mark, over a panel-2 input with a resting hairline border that flips to an Ember inset ring (and Void fill) on focus. Matches the contact form.

```html
<div class="lf-field">
  <label>Work email <span class="req">*</span></label>
  <div class="lf-control">
    <input class="lf-input" type="email" placeholder="your@email.com" />
  </div>
</div>
```

### Icon

- **Selector:** `.icon-grid svg` (each cell `.icon-cell` with a `.lab` caption)
- **Rule:** 1.6px stroke, 24px grid, square joins. Line only, never filled.

```html
<svg viewBox="0 0 24 24" fill="none" stroke="currentColor"
     stroke-width="1.6">
  <circle cx="11" cy="11" r="6" /><path d="M20 20l-5-5" />
</svg>
```

The published set, all on the same 24×24 grid:

| Icon | Geometry |
| --- | --- |
| Search | `<circle cx="11" cy="11" r="6" /><path d="M20 20l-5-5" />` |
| Analytics | `<path d="M4 18V8M10 18V4M16 18v-7M22 18H2" />` |
| Email | `<path d="M4 7h16v12H4zM4 7l8 6 8-6" />` |
| Capture | `<path d="M12 3l8 4v5c0 5-3.5 8-8 9-4.5-1-8-4-8-9V7z" />` |
| Automate | `<circle cx="12" cy="12" r="8" /><path d="M12 8v4l3 2" />` |
| Route | `<path d="M5 12h14M13 6l6 6-6 6" />` |

### Mark

The logomark ships as its own atom (`Mark`, rendered from `marks.js`), used at `mark="t"` `mode="fill"` in the header, the closing CTA, and the footer. It is the one element in the system allowed to carry curvature.

---

## Molecules

*Layer 2 of 5.*

A handful of atoms grouped to do one job. These are the reusable units a page is actually assembled from, the smallest thing worth naming and reusing.

### Feature card

- **Selector:** `.feature-card` (icon well `.ic`)
- **Rule:** Icon atom + heading + body. The repeating unit in feature rows.
- **Anatomy:** the inner svg is 22px square on the 24-grid.

```html
<div class="feature-card">
  <div class="ic"><svg>…</svg></div>
  <h4>You show up wherever they look</h4>
  <p>Search, AI answers, social, paid…</p>
</div>
```

### Metric & stat

- **Selector:** `.metric` · `.stat` (value `.v`, key `.k`, optional supporting `<p>`)
- **Rule:** Display-weight value with an Ember emphasis span, mono key beneath.

```html
<div class="metric">
  <div class="v"><em>$32K+</em></div>
  <div class="k">Revenue preserved</div>
</div>
```

### Testimonial quote

- **Selector:** `.qcard` / `figure` (quote mark `.qmark`, caption `.qrole` + `.qnote`)
- **Rule:** Ember quote mark, display blockquote, role + mono note caption.
- **Anatomy:** emphasis inside the blockquote uses `<em>`.

```html
<figure class="qcard">
  <span class="qmark">“</span>
  <blockquote>They rebuilt the whole pipeline…</blockquote>
  <figcaption>
    <span class="qrole">Operations-led service business</span>
    <span class="qnote">Automation · CRM · pipeline</span>
  </figcaption>
</figure>
```

### Nav cluster

- **Selector:** `.hnav` · `.demo-nav`
- **Rule:** Label links, dim until hover.

```html
<nav class="hnav">
  <a href="#system">System</a>
  <a href="#who">Who it's for</a>
</nav>
```

### Comparison row

- **Selector:** `.cmp-list li` (marker `.mk-i`)
- **Rule:** Paired without/with rows. Ember check vs faint cross — `✓` for with, `×` for without.

```html
<ul class="cmp-list">
  <li><span class="mk-i">✓</span>Every lead captured and tracked.</li>
</ul>
```

### FAQ item

- **Selector:** `.faq details` (question `.q`, toggle `.ix`, answer `.a`)
- **Rule:** Native disclosure. Display question, ± toggle.

```html
<details>
  <summary>
    <span class="q">What do you actually get?</span>
    <span class="ix"></span></summary>
  <div class="a">One revenue system…</div>
</details>
```

---

## Organisms

*Layer 3 of 5.*

Full page sections, assembled from molecules and atoms. Each one below is a **live, faithful recreation** of a real homepage section, idealized to the system. Open the page to see it in its shipped context.

Note: on the page these are rebuilt inline with `.od-*` demo classes (`.od-hdr`, `.od-hero`, `.od-stats`, `.od-cmp`, `.od-cta`, `.od-foot`). The shipped selectors are the ones named in each caption below — build against those.

| Organism | Shipped selector | Live |
| --- | --- | --- |
| Site header | `.site-header` | https://stwof.com/ |
| Hero | `.hero` | https://stwof.com/ |
| System row | `#system` | https://stwof.com/#system |
| Stats band | `#results` | https://stwof.com/#results |
| Comparison | `#change` | https://stwof.com/#change |
| Closing CTA | `#start` | https://stwof.com/#start |
| Footer | `.site-foot` | https://stwof.com/ |

### Site header · `.site-header`

Brand lockup (Mark + `.wm` wordmark "STWOF") on the left, `.hnav` label links in the middle (System · Who it's for · Results), and a right cluster of a plain `.lnk` ("Contact") plus a `.btn.btn-primary.btn-sm` ("Book a build call →"). Sticky on every template.

### Hero · `.hero`

Two columns. Left: an `h1` with the second sentence in `<em>` for the Ember emphasis — "Sparks scatter. *Systems blaze.*" — a `.hl` lede, then `.acts` holding a single `.btn.btn-primary.btn-lg`.

Lede copy: "Get found by the right buyers. Get chosen the moment they land. Close the loop before a competitor can reply. **Growth stops being a grind and starts compounding.**"

Right: a three-step stack (`.od-layer`, one `.lit`) of node + label + index — Get found 01, Get chosen 02, Close the loop 03. Exactly one layer is lit.

### System row · `#system`

Mono eyebrow ("The system"), an `h3` with an `<em>` emphasis ("One system. *Zero gaps.*"), then a three-up row of `.feature-card` molecules. Each card carries a mini visual above the heading: a ranked-rows list (`.row`, one `.lit`, with a `.tag`), a pipeline-status list, or a `.bars` sparkline whose final bar is `.lit`.

Card headings: "Show up wherever they look" · "Every visit becomes opportunity" · "Revenue without the chase".

### Stats band · `#results`

Three `.stat` molecules across: value `.v` (Ember `<em>` + optional unit), mono key `.k`, supporting sentence. Shipped set: "Days / From handshake to live", "~20 hrs / Returned every week", "$0 / To get started".

### Comparison · `#change`

Two columns, `.col.without` and `.col.with`, each led by a `.ch` column heading ("Without a system" / "With your system") over a `ul` of `.mk-i` marker rows — `×` on the left, `✓` on the right, paired line for line.

### Closing CTA · `#start`

Centered: Mark, an `h2` with two `<em>` emphases ("Stop choosing between *growing* the business and *running* it."), a supporting paragraph, then `.acts` with one `.btn.btn-primary.btn-lg`.

### Footer · `.site-foot`

Top row is a four-column grid: brand column (Mark + `.wm` + positioning paragraph) then three `h5`-headed link columns — **System** (The system · Who it's for · What changes), **Start** (What it returns · Common questions · Contact us), **Legal** (Privacy Policy · Terms of Service). Bottom row is two mono lines: "© 2026 Set The World On Fire LLC" and "Systems, not deliverables."

---

## Templates

*Layer 4 of 5.*

The order and rhythm of organisms, structure before content. Each page in the site is one of these skeletons. The homepage is a long single-column scroll; legal and contact share a tighter masthead-and-body frame.

### Homepage · long scroll

| # | Region | Organism | Emphasis |
| --- | --- | --- | --- |
| 01 | Header | `.site-header` | |
| 02 | Hero | `.hero` | accent · tall |
| 03 | Intro statement | `.intro-statement` | |
| 04 | System row | `#system` | |
| 05 | Testimonial | `.tfire` | |
| 06 | Who it's for | `#who` | |
| 07 | Stats band | `#results` | |
| 08 | Comparison | `#change` | |
| 09 | Proof + FAQ | `#proof` · `#faq` | |
| 10 | Closing CTA | `#start` | accent |
| 11 | Footer | `.site-foot` | |

### Contact & legal · masthead + body

| # | Region | Organism | Emphasis |
| --- | --- | --- | --- |
| 01 | Header | `.site-header` | |
| 02 | Masthead | `.legal-hero` | accent · tall |
| 03 | Body / form | `.wrap2` | tall |
| 04 | Footer | `.site-foot` | |

### Shared frame rules

Every template opens with the sticky **header** and closes with the four-column **footer**. Content lives inside `.wrap2` (max 1440px). Sections alternate Void and Panel grounds; Ember appears at most once per viewport.

---

## Pages

*Layer 5 of 5.*

Templates filled with real copy and imagery, the shipped site. These are **live captures of the running pages**; open any one to interact with it.

| Page | URL | What it is |
| --- | --- | --- |
| Homepage | https://stwof.com/ | The full revenue-system narrative: hero, system, proof, comparison, FAQ, CTA. |
| Contact | https://stwof.com/contact | Masthead over the booking form, built on the shared frame. |

Captures: `/brand/guides/page-homepage.jpg`, `/brand/guides/page-contact.jpg`.

---

## Working rules

How to extend the system without breaking it. When in doubt, compose existing parts before inventing new ones.

- **Naming** — Atoms and molecules use **flat, semantic class names** (`.btn`, `.feature-card`). Organisms are page sections keyed by **id**. No utility soup.
- **Compose first** — Need something new? **Combine atoms into a molecule** before writing fresh CSS. Most “new” components are an existing card with different content.
- **One accent** — Ember marks a **single** priority per view. Active state, primary action, or the emphasized word, never more than one at a time.
- **Square edges** — Radius is **0** everywhere except the logomark. Don't reintroduce rounding on cards, buttons, or inputs.
- **Responsive** — Layouts collapse to a single column under **780px**; the header nav hides under **980px**. Type scales with `clamp()`.
- **Accessibility** — Ink-on-Void clears AA. Keep focus rings (the Ember inset on inputs), real `<button>`/`<a>` elements, and visible labels.

---

| | |
| --- | --- |
| System | Website · Atomic |
| Source | ds.css · marks.js |
| Companion | [Brand guideline](https://stwof.com/brand/guideline) |
| © 2026 | Set The World On Fire LLC |

*This document mirrors https://stwof.com/brand/design-system.*