Brand kit
The thread that holds everything together.
A short, opinionated brand. Bone background, ink type, one sage accent — chosen so the product feels like a quiet, well-made garment instead of a noisy SaaS pitch.
§01
Wordmark
Geist light, sage italic suffix.
Primary
On bone
On sage
On ink
§02
Palette
Eight tones. One accent. No exceptions.
#F1ECE2
Background
#FBFAF6
Surface
#0F0F0E
Primary text
#3A3A37
Secondary text
#8A8A82
Tertiary
#4A5D45
Brand accent
#6F8366
Hover / muted accent
#2F3D2B
Pressed / depth
§03
Typography
Two faces. Used sparingly.
Display sans
Geist · weights 300, 400, 500
Aa Bb Cc
Software cut to fit the modern shop.
Serif italic accent
Instrument Serif · italic only · 400
Aa Bb Cc
cut to fit
Spacing
display headlines
body / sub-headlines
eyebrow & label caps
monospaced figures
§04
Voice & tone
How Runthread sounds in writing.
Editorial
Cut clean. Less is more. A short sentence beats a paragraph.
Confident
We don't hedge. We don't apologize for being opinionated about what a clothing shop needs.
Warm
It's still software for humans. "Reserve a fitting" not "Submit form."
Specific
Talk about hangers, line sheets, samples, returns — not generic "items" and "records."
Do
- ✓Use sage as a single, deliberate accent — never as a background.
- ✓Lead with the italic serif when you want a beat of emphasis.
- ✓Keep paragraphs short. White space is part of the brand.
Don’t
- ✕No drop shadows beyond the single paper-card elevation.
- ✕No saturated jewel tones. The palette is muted on purpose.
- ✕No clipart icons. Use Lucide outlines if you need an icon at all.
§05
AI companion
Meet Thready — the apparel ai companion.
Thready
Apparel AI companion
Mascot · v1
Thready is the in-app companion that runs alongside every shop owner. Generate a line sheet, draft a return-policy email, or check what's low on the rack — Thready speaks the language of apparel retail, not generic SaaS.
Knows the rack
Hangers, samples, returns, line sheets, wholesale. Thready talks apparel, not "items."
Editorial voice
Drafts copy that reads like a small-batch label — clean sentences, deliberate white space.
Quietly opinionated
Has views on how a clothing shop should run. Holds them gently. Never lectures.
§06
Favicons
Sage tile with a paper t-shirt and a stitch down the centerline.
icon.svg
32×32 vector
apple-icon.png
180×180 raster
Lives at apps/runthread-marketing/src/app/{icon.svg,apple-icon.png}.
§07
In use
The brand assembled.
Edition 01 · Sample
Quietly opinionated. Confidently understated.
Every screen, email, and invoice carries the same calm posture. White space is the headline. Sage is the punctuation.