Ancil
The brand kit

Ancil

A quiet operating system for HubSpot. One mark, one heartbeat, one voice. Light by default. Dark when the moment calls for it.

By INSIDEA · Version 2.0
Download the assets
01 / MARK

The mark is a pebble with a heartbeat.

A hand-drawn, slightly off-round form in graphite, with a single orange dot. The dot breathes at 3.4s per cycle. The pebble never rotates, never tilts, never carries a gradient in its canonical form.

The primary mark · graphite pebble · signal orange heartbeat

Size-aware scaling

The dot grows as the mark shrinks. At 16px the heartbeat is the hero. At 80px it’s a whisper.

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.

Graphite is the body. Signal is the heartbeat, used only where attention earns it. Deep is for text that carries weight. Cream is breathing room. Everything else is a shade of these.

Primary / Body
Graphite
HEX · #1D1D1F
RGB · 29 · 29 · 31
Accent / Signal
Signal Orange
HEX · #FF7A59
RGB · 255 · 122 · 89
Text / Depth
Deep Blue
HEX · #33475B
RGB · 51 · 71 · 91
Ground / Space
Cream
HEX · #F5F8FA
RGB · 245 · 248 · 250
03 / TYPOGRAPHY

Two type families. One point of view.

SF Pro Display for display, headline, and UI. JetBrains Mono for system, code, and operational text. No serifs, no ornaments. Weight and space do the work.

H1 · Display
Your HubSpot, quietly looked after.
SF Pro Display
200 · 48px
−3% tracking
H2 · Section
Ancil watches, drafts, decides.
SF Pro Display
300 · 32px
−2% tracking
H3 · Title
Lead routing workflow ready for review
SF Pro Display
400 · 20px
−1% tracking
Body
Ancil watches your HubSpot the way a good operator would. It doesn’t shout. It doesn’t celebrate. It just tells you what needs attention, what’s been drafted, and what you can ignore.
SF Pro Display
400 · 16px
1.65 line-height
Eyebrow
This Morning
SF Pro Display
500 · 11px
+18% 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 pebble breathes by default. When action is needed, the heartbeat firms up. 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 pebble stays still. The dot stays lit.

Alert

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

06 / THEMES

Light is home. Dark is a mood.

Light is the default everywhere the world meets Ancil first. Marketing, stationery, the product at open. Dark is the alternate, reserved for focus mode, film, and late-night ops.

Light

Primary

The face of Ancil. Editorial, documentary, operator-friendly. Lets the orange heartbeat carry the emotion without fighting a dark field.

  • Marketing site default
  • Product default state
  • Business cards, letterhead, stationery
  • Screenshots, decks, investor materials

Dark

Alternate

The mood Ancil can wear. Focused, nocturnal, cinematic. Reserved for user-toggled focus mode, launch film, and keynote backdrops.

  • Product focus mode (user toggled)
  • Launch film and brand video
  • Keynote backdrops
  • Limited-edition stationery
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

Your HubSpot, quietly looked after.

Ancil watches, drafts, and hands you the decisions.

Get Ancil

That is the system.

Ancil · Brand Kit v2.0 · By INSIDEA