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ancilAn INSIDEA company
The brand kit

Ancil

The private command layer for HubSpot. One orbit mark, one signal accent, one voice. Dark, confident, always on.

By INSIDEA · Version 2.0
01 / MARK

The mark is an orbit, always on.

An orbit: two muted rings circling a lit HubSpot-orange core, with a small satellite. It reads as “always on, always watching,” never as a control you press. The core stays the single warm point; the rings recede.

The primary mark · muted rings · lit orange core

Size-aware scaling

The core holds as the mark shrinks. At 16px the lit core is the hero; the rings simplify. At 80px the full orbit reads.

80 pxFull mark · pulse on · the canonical form.
48 pxStandard mark · pulse on · for headers and dashboards.
32 pxNavigation mark · pulse off (flickers at small sizes).
24 pxFavicon mark · dot is the hero · for tabs and notifications.
16 pxMicro mark · sidebars, search results, OS tray.
AncilBY INSIDEA
Light · endorsed lockup
AncilBY INSIDEA
Dark · endorsed lockup
02 / COLOR

Four colors. No more.

Ice is the body text. HubSpot orange is the single accent, used only where attention earns it. The deep navy field anchors everything; raised surfaces give depth. Everything else is a shade of these.

Primary / Body
Ice
HEX · #F0F4FF
RGB · 240 · 244 · 255
Accent / Signal
Signal Orange
HEX · #FF7A59
RGB · 255 · 122 · 89
Raised Surface
Paper
HEX · #0A0F1A
RGB · 10 · 15 · 26
Ground / Space
Void
HEX · #050810
RGB · 5 · 8 · 16
03 / TYPOGRAPHY

Two type families. One point of view.

Clash Display for brand headlines. Satoshi for interface and body copy. JetBrains Mono for system labels and operational text. No serifs, no ornaments.

H1 · Display
Supercharge your HubSpot.
Clash Display
600 · 48px
0 tracking
H2 · Section
Ancil diagnoses, drafts, proves.
Clash Display
600 · 32px
0 tracking
H3 · Title
Lead routing workflow ready for review
Satoshi
500 · 20px
0 tracking
Body
Ancil keeps HubSpot decisions connected to diagnosis, approvals, project work, and proof. It tells you what needs attention, what has been drafted, and what changed.
Satoshi
400 · 16px
1.65 line-height
Eyebrow
This Morning
Satoshi
600 · 11px
+4% tracking
Mono · System
health · 98 · workflows 24 / 26 · last sync 9:04
JetBrains Mono
400 · 13px
+4% tracking
04 / VOICE

Quiet. Certain. Never performative.

Ancil speaks the way a trusted operator speaks. Short sentences. No hype words. No celebration for things that are working correctly. It tells you the state of the world and what you can do about it.

Do
Your HubSpot is healthy. Nothing requires action.
Don't
Awesome news! Your HubSpot is absolutely crushing it today.
Do
Two workflows drafted. Review when you're ready.
Don't
We've supercharged your pipeline with 2 brand new automations!
Do
Lead routing paused. Cause: missing owner on 14 records.
Don't
Oops! Looks like something went wrong. Let's get that fixed for you.
05 / MOTION

Three states. The rest is still.

Motion in Ancil is rare and meaningful. The orbit can drift slowly when alive; the health score can tick up when a fix lands. Print and static contexts stay frozen. We do not animate for decoration.

Breathe

Default. 3.4s cycle. Opacity 1 → 0.62 → 1. The sign of a living system.

Steady

Print, favicons, small sizes, screenshots. The orbit stays still. The core stays lit.

Alert

Reserved. Soft halo, 1.6s pulse. Used only when Ancil genuinely needs you.

06 / THEMES

Dark is home. Light is rare.

Dark is the default across the product and marketing site. Light surfaces are reserved for documents, exports, and places where the surrounding medium requires it.

Light

Utility

Reserved for documents, exports, print, and places where the surrounding medium requires a light field.

  • PDF exports and reports
  • Business cards, letterhead, stationery
  • Deck slides with light templates
  • Legal and printable documents

Dark

Primary

The core Ancil environment. Focused, operational, and consistent with the app command center.

  • Product app
  • Marketing site
  • Admin and operator views
  • Launch film and brand video
07 / IN THE WILD

Ancil on real surfaces.

The system tested against actual use. Business card, product UI, letterhead, and the marketing site you’d meet before buying.

Stationery · 3.5 × 2 in
Business card
Ancil
Pratik Thakker
Founder
pratik@ancil.ai
ancil.ai
Marketing · ancil.ai
Homepage hero

Supercharge your HubSpot.

Diagnose, approve, deliver, and prove what changed.

Get Ancil

That is the system.

Ancil · Brand Kit v2.0 · By INSIDEA