Tasmanian Cloud Brand Style Guide
Introduction
We're building Australia's sovereign cloud, hosted in lutruwita (Tasmania). Quiet, technical, slightly dry — never hyped. This is the system that carries it.
Operated by TWN Group Pty Ltd · ABN 78 690 582 275 · Launceston, lutruwita (Tasmania).
Brand pillars
Four ideas the visual system has to carry. Every choice in colour, type, and motion is downstream of these — when something feels off, check whether it’s drifted from one of them.
Sovereignty
Australian-owned, Australian law, no overseas processing. Immune to the US CLOUD Act. The promise we make in every product surface.
Place
Tasmania is not incidental. Mountains, hydro, cool climate are visual cues — not decoration. lutruwita is the traditional name and we use it.
Open-source pragmatism
KVM, RustFS, Kubernetes. An honest stack, not a flashy one. We name our tools because we’re proud of them.
Trust + restraint
Utility tone for product surfaces; poetic tone reserved for the manifesto. Never both at once.
Two visual modes
One palette, two registers. Atmospheric is dark, serif-led, sky-blue accent — used for "why we exist" stories. Utility is light, sans-led, deep teal accent — used for "how it works" flows. Switch by setting [data-mode="atmospheric"] on a wrapping element. Italics are never used in either mode.
Hosted in Tasmania.
Manifesto deck, hero animations, social posters. Inky navy, EB Garamond display, sky-blue accent. Never italic.
Self-service KVM compute.
Marketing site, portal, docs, FAQ, pricing, forms. Soft mist gradient, Figtree sans, deep teal accent, hairline borders.
Logo
About our logo
The pixelated cloud is intentional. A sovereignty wink — we don’t need a slick mark. The grain is the cue. Never re-render this in vector or upscale it; the pixel resolution is the design.
Wordmark
Always lowercase. Set in Figtree 800 with letter-spacing −0.01em. Use the wordmark by itself in places where the icon already appears (footer, deep nav) or where the lockup would be redundant.
What not to do
The pixel grain, the lowercase wordmark, and the sovereignty wink are the brand. These are the things that break it.
Don’t vectorise the icon.
The pixel grain IS the mark. Never re-draw it in vector or smooth it out. Never upscale beyond 256px.
Don’t capitalise the wordmark.
It’s tasmanian.cloud — never Tasmanian.Cloud, never TASMANIAN.CLOUD. The lowercase is non-negotiable.
Don’t add slogans inside the lockup.
The wordmark stands alone. No taglines locked up beside it, no decorative flourishes, no underline.
Typography
Three families, three jobs
Figtree carries the product. EB Garamond carries the manifesto, set roman in sky-blue when emphasis is needed — never italic. Geist Mono carries kickers, labels, and stats. Never mix families inside a single thought.
Hosting in Tasmania.
We’re building one that is.
FLAGGED — substituted from Google Fonts. Replace with the brand's exact display serif when supplied.
01 / TITLE
Type scale
Semantic tokens used across components. Display sizes use clamp() for fluid scaling. Body sits at 18px / 1.55 — read longer than you think it should.
Banned
Three things the brand never does, on any surface. These override anything in older guidance.
No italics. Anywhere.
Not for emphasis, not for display flourish, not for foreign words, not in body copy. For emphasis, shift colour to teal or sky, or step weight up. The italic cut is not loaded in this brand.
No emoji.
Use mono unicode glyphs (→, ✉, ·) sparingly inside Geist Mono runs if a glyph is genuinely needed. Otherwise, prose.
No exclamation marks in body copy.
The brand is quiet. If something is interesting, the sentence will carry it. If it isn’t, the punctuation won’t save it.
Color
Core brand colors
Three primary tones: Tasmanian Teal, Atmospheric Navy, and Mist White. These are the first ones you reach for. Most surfaces should start here.
- Name:
- Tasmanian Teal
- CMYK:
- 86/27/0/42
- RGB:
- 21/109/149
- HEX:
- #156D95
- Name:
- Atmospheric Navy
- CMYK:
- 71/29/0/81
- RGB:
- 14/34/48
- HEX:
- #0E2230
- Name:
- Mist White
- CMYK:
- 0/0/0/2
- RGB:
- 250/250/250
- HEX:
- #FAFAFA
Tasmanian Teal — tones
The primary blue runs from a soft surface tint up through hover and press states. Use 500 for CTAs and links, 600 for hover, 700 for press.
- Name:
- Teal 50
- CMYK:
- 5/2/0/4
- RGB:
- 234/242/246
- HEX:
- #EAF2F6
- Name:
- Teal 100
- CMYK:
- 10/3/0/9
- RGB:
- 207/223/231
- HEX:
- #CFDFE7
- Name:
- Teal 300
- CMYK:
- 41/13/0/27
- RGB:
- 111/163/187
- HEX:
- #6FA3BB
- Name:
- Teal 500
- CMYK:
- 86/27/0/42
- RGB:
- 21/109/149
- HEX:
- #156D95
- Name:
- Teal 600
- CMYK:
- 86/27/0/51
- RGB:
- 17/91/124
- HEX:
- #115B7C
- Name:
- Teal 700
- CMYK:
- 87/27/0/62
- RGB:
- 13/72/98
- HEX:
- #0D4862
Atmospheric Navy — tones
The manifesto background family. 800 → 900 in a radial gradient is the Atmospheric mode background; 700 is the card surface on dark.
- Name:
- Navy 600
- CMYK:
- 70/27/0/62
- RGB:
- 29/71/97
- HEX:
- #1D4761
- Name:
- Navy 700
- CMYK:
- 73/31/0/71
- RGB:
- 20/51/74
- HEX:
- #14334A
- Name:
- Navy 800
- CMYK:
- 71/29/0/81
- RGB:
- 14/34/48
- HEX:
- #0E2230
- Name:
- Navy 900
- CMYK:
- 74/32/0/85
- RGB:
- 10/26/38
- HEX:
- #0A1A26
Secondary brand colors
Sky for display accents on dark — colour shift only, never italic. Forest for ‘running / OK’ signals. Sand for warmer warnings. Use with restraint — never overpower the blues.
- Name:
- Sky 400
- CMYK:
- 37/6/0/21
- RGB:
- 127/188/201
- HEX:
- #7FBCC9
- Name:
- Forest 500
- CMYK:
- 83/0/14/51
- RGB:
- 22/126/108
- HEX:
- #167E6C
- Name:
- Sand 500
- CMYK:
- 0/23/51/28
- RGB:
- 184/141/90
- HEX:
- #B88D5A
- Name:
- Danger Red
- CMYK:
- 0/70/77/25
- RGB:
- 192/57/43
- HEX:
- #C0392B
Neutrals
Warm-cool greys for text and borders. Pure white is the card surface; #fafafa is the footer and surface-alt.
- Name:
- Ink 900
- CMYK:
- 77/65/0/71
- RGB:
- 17/26/74
- HEX:
- #111A4A
- Name:
- Ink 800
- CMYK:
- 0/0/0/87
- RGB:
- 32/32/32
- HEX:
- #202020
- Name:
- Ink 500
- CMYK:
- 0/0/0/60
- RGB:
- 102/102/102
- HEX:
- #666666
- Name:
- Ink 200
- CMYK:
- 0/0/0/10
- RGB:
- 229/229/229
- HEX:
- #E5E5E5
- Name:
- Ink 100
- CMYK:
- 0/0/0/2
- RGB:
- 250/250/250
- HEX:
- #FAFAFA
Color combinations
The palette is built for flexibility. These pairings carry the brand without a tagline. Just keep contrast strong.
Art Direction
Backgrounds
Atmospheric uses a radial gradient from #0e2230 to #0a1a26 with a hand-drawn-feeling Tasmania ridgeline along the bottom. Utility uses a 3-stop mist gradient #e8edf5 → #f0f4fa → #f8f9fc, no images, no patterns.
Imagery
Cool, blue-leaning, slightly cinematic. Hydro dams, wind turbines, ridgelines, cool ocean. Skip warm tints — keep blues. The pixelated cloud logo is the only truly stylised mark.
Iconography
Lucide icons inline at 16–24px, 1.5–2px stroke, currentColor. On the manifesto, icons are mono unicode glyphs — intentionally stripped-back. Emoji are never used.
Motion
Quiet and purposeful. Stats reveal with opacity 0→1, y 20→0, blur 4px→0 over 1.5s. Hover transitions are 150–300ms. No bounces, no springs, no parallax.
Brand in Use
The system in motion. Use the marketing site as the canonical reference for Utility mode, and the manifesto deck for Atmospheric. Everything else extends from these two anchors.
Marketing hero
Utility mode in canonical form. Mist gradient background, mono kicker, Figtree 500 headline at 44–56px, two-button CTA group with the pill primary leading.
Hosting in Tasmania, powered by open source.
100% Australian-owned, hosted in Launceston, immune to the US CLOUD Act. Self-service KVM compute and S3-compatible object storage.
Manifesto frame
Atmospheric mode. Navy radial gradient + ridgeline silhouette, EB Garamond display in roman, sky-blue colour shift for the thesis. Mono kicker top-left with slide numbering. No italics.
Most ‘Australian’ cloud isn't governed by Australian law. We're building one that is.
Buttons
Primary CTA is pill-radius and tightens to 16px on hover — never colour-shifts. Outline buttons use a hairline ring that deepens on hover. Press states drop opacity to 0.9, no shrink.
Pill on rest. On hover, radius tightens from 9999px to 16px. No colour change.
Hairline ring deepens on hover; opacity drops to 0.9 on press. No glow.
Cards
Two card languages: the giant 40px-radius warm-grey teaser cards used on the homepage, and the standard 24px-radius white card with hairline border for content.
KVM virtual machines
From $15/month. Self-service. Australian metal.
RustFS object store
S3-compatible · zero egress within Australia. Post-quantum ready.
Voice
Quiet, technical, slightly dry. Confident but never boastful. First-person plural for the company, direct address for benefits. Australian English. No exclamation marks. Never emoji.
Caveats
Things in this system that are placeholders or inferred. Replace when the brand source is supplied.
The manifesto display serif is closest to Caslon / EB Garamond — the system substitutes EB Garamond from Google Fonts. Replace with the brand’s exact cut when supplied.
The portal repo (Tasmanian-Cloud/tas-cloud-portal) was inaccessible when this system was assembled. Portal patterns are inferred from the marketing-site component vocabulary.
The ridgeline silhouette is rebuilt as inline SVG, not lifted from a source asset. Replace with the original vector if it exists.