01
Make it concrete.
Objects, numbers, decisions and outcomes. Show what changed—not how impressive it sounds.
“12 reports → one decision view.”
Brand system · v2.0 · 2026
Analyst by title.Inventor by default.
I turn messy systems into working things—then show exactly how.
messsignal
One line is the method: observe → reduce → build → explain.
01
Proof over posture.
The identity should feel like the work: exact enough for a boardroom, curious enough for a workbench.
02
Reduce the noise.
One type family. One line language. One strong contrast. Remove until the signal becomes obvious.
“Mess in. Method out.”
03
Leave a human trace.
Precision without sterility. Dry humor, honest process, and the occasional visible screw head.
“Built by hand. Checked by data.”
02
One stroke. Actually.
The revised path contains one continuous subpath. No lift, no disconnected final stroke, no visual claim the SVG cannot prove.
Ink on paper
Paper on ink
Clear space
1×1×
Approved lockup
Mohsen Zarei
- Mark height
- 32px
- Gap
- 16px
- Wordmark
- Archivo 600 / 0.22em
Do Keep the path continuous and give the mark room.
Never redraw, stretch, shadow or decorate the mark.
Project icons are drawn with the same single line as the figures: one continuous stroke, round caps, no fills.
Every mark draws itself on. A logo that appears without its line being drawn is off-brand.
03
One family. Four jobs.
Archivo stays. The scale is reduced to roles people can actually remember and implement.
Display / 900 + 180
Built. Then explained.
Heading
Light that follows the sun.
Lead
A working system deserves a clear explanation.
Body
Use ordinary sentences for evidence, context and decisions. Keep the line length between 45 and 68 characters where possible.
Label
04 / Case study · 2026
| Role | Token | Size | Weight / tracking | Line |
|---|---|---|---|---|
| Display | --type-display | clamp(3rem, 9vw, 8rem) | 900 / 200 | .88 |
| Heading | --type-heading | clamp(2rem, 4vw, 4rem) | 800 | .98 |
| Lead | --type-lead | 1.25–1.65rem | 500 | 1.35 |
| Body | --type-body | 1–1.125rem | 400 | 1.62 |
| Label | --type-label | .78rem | 600 | 1.3 |
04
Quiet shell. Useful data.
Brand color and functional color are separate layers. Every functional hue carries a word or symbol as well as color.
Paper
#FFFFFFSurfaceInk
#000000Primary / inverseBody
#2B2B2BLong-form copyMuted
#5F5F5FSecondary labelsFunctional layer
Status carries meaning.
Every status colour travels with a word or symbol. Never make colour do the only communication.
✓
Ready--status-ready · #2FBF71
!
Attention--status-attention · #F4C430
×
Blocked--status-blocked · #E5484D
→
In progress--status-progress · #FF7A2E
…
Pending--status-pending · #F6B24C
05
Same person. Different temperature.
There is one voice: first-person, concrete, compressed, dry and true. Context changes the warmth—not the character.
Published / cooler
Lead with the proof.
“Demolition to done: one room, six weekends, every cut mine.”
Social / warmer
Lead with the person.
“Soldered it Saturday. Working by Sunday. Here’s what broke first.”
Always
- Concrete nouns and real numbers
- First person and active verbs
- One useful thought per paragraph
- Dry humour aimed at the situation
- A clear result or next step
Never
- Hype without evidence
- Buzzword stacks
- Humour aimed at people
- Emoji or hashtag walls
- A borrowed claim or false certainty
Four-line test
- 01Is it true and mine?
- 02Can I show the receipt?
- 03Can I cut a third?
- 04Would I say it out loud?
06
Rules you can build with.
The system earns its name when tokens become components and components define their states.
Actions
Clear affordances.
Tags
Small, useful labels.
Power BIESP32Built 2026
Project card01
Talking house
Lights, climate and blinds that answer locally—ESP32 and Raspberry Pi, no cloud.
Metric card
12 → 1
Reports consolidated into one decision view.
07 / Ship
One source.Every surface.
Before a release, verify the message, the tokens, the states and the evidence—not just the screenshot.
- 01VoiceIs the claim concrete, first-person and true?
- 02VisualAre tokens, spacing and mark usage consistent?
- 03AccessCan every state be read without relying on colour?
- 04ProofCan the work show the receipt?