The Plansmith brand.

Context

Bring your code and your business context.

More context. Better plans.

Clarity

Spec what matters.

Interviews you, up front, before anyone builds.

Collaboration

Plan it together.

The plan gets good in the open.

Pine is primary

The deep green is the core identity: primary actions and ink in light mode. Always a foreground, never a background or a surface.

Brass is the accent

Antique brass is the single secondary accent. The identity pop, used sparingly, the way lime works against jungle. Muted so it reads gold, not orange.

Neutrals from radial

Backgrounds and surfaces are radial's warm neutrals: cream in light, charcoal in dark. One set of semantic tokens; only the mapping changes.

Crisp, not soft

1px borders, near-invisible shadows, square corners, high contrast.

Quiet confidence

No hype, no exclamation marks, no superlatives that outrun the product. State the bet; let the Specs prove it.

Concrete over abstract

SPEC-4, the AC3 criterion, "Pushed 14 issues to Linear." Never free-floating "insights" or "workflows".

"Plan"

--color-foreground

"smith"

--color-muted-foreground

Nodes mark

pine on light, brass on dark

Geist

font-marketing

The brand face for set text: all headlines and body. One face for UI across the site and the parent.

Weights: 400, 500, 600, 700

DM Sans

font-body

App body face. Product UI text.

Weights: 400, 500, 600, 700

Geist Mono

font-mono

Code, data, and tabular figures. SPEC-n ids and effort/readiness chips.

Weights: 400, 500

Besley

none

The wordmark face, and only the wordmark: a Clarendon born of the type foundries, forged type for a smith.

Weights: 600

Voice markers

• Craft verbs: shape, forge, ground, score, hand off. The plan is worked like material.
• Quiet confidence. No hype, no exclamation marks.
• Short sentences for emphasis. "Rough. Shaping. Ready." "Handed off, not handed back."
• Second person, singular team: your dev team, your issue tracker, your context.
• Plain words. If a cold visitor cannot parse a sentence, it loses.
• User verbs only: describe, review, refine, hand off. The agent reads code; the user never does.

Lines that land

• Your dev team doesn't need more tickets. They need better ones.
• The handoff is where good requirements die.
• Engineering got agents. Now it is your turn.
• Rough. Shaping. Ready.
• Handed off, not handed back.
• Business requirements in. Build-ready out.
• Where the plan gets good.

Preferred

Team -> Project -> Plan -> Spec

The ontology, locked. A Spec is the atomic unit; SPEC-n ids appear in visuals deliberately.

Spec

The buildable unit: numbered acceptance criteria, effort, readiness, and "needs first" links. Capital S.

build-ready

Always. It replaces dev-ready everywhere.

business requirements

What the user brings; never "ideas".

issue tracker

Always the full phrase, never bare "tracker". A respected destination and the plan of record.

Connector

Always. Never adapter, never integration.

the planning agent

The category. The business twin of the coding agent.

Avoid

epic, requirement, artifact

Ontology lock: only Team, Project, Plan, Spec.

ticket (as our own noun)

Tickets and issues live in the issue tracker; Specs live in Plansmith.

integration, adapter

It is a Connector, always.

dev-ready

Replaced by build-ready; sweep on contact.

ideas

Reads vibe-coding-ish; this persona owns business requirements.

tracker (bare)

Plain business words: issue tracker.

Spec tree

Retired from customer copy; readers see Specs and Plans.

free, Get started free

No free tier and no "free" language.

Labels, not numbers

Readiness: Rough, Shaping, Ready. Effort: Low, Med, High. Render the labels, never the raw 1 to 5 numbers.

Connectors

• Project Management: Linear, Jira, Asana, Radial: where plans land.
• Code: GitHub, GitLab, Bitbucket: what the agent reads, read-only.
• MCP: Everything else: any source that speaks MCP, such as Notion, Confluence, Google Drive.

Do

• Use semantic tokens only (bg-background, text-primary); the mapping, not the component, changes per mode.
• Take backgrounds and neutrals from radial: cream in light, charcoal in dark.
• Pine is the primary; brass is the single secondary accent, used sparingly.
• Use 1px borders for separation; keep shadows near-invisible.
• Square corners across the system.
• Render the mark in currentColor; brass for the identity pop.
• Split the wordmark two-tone: "Plan" in foreground, "smith" in muted-foreground.
• Render readiness as Rough, Shaping, Ready and effort as Low, Med, High, never raw numbers.
• Pair any code-access claim with: read access only; it never changes a line.

Don't

• Never write a dark: prefix or hardcode palette colors; the theme guard fails the build. Modes are handled by the tokens.
• Never use the green as a background or a surface; it is a foreground color only.
• Never let brass drift vivid; keep it muted so it reads gold, not orange.
• Never promote brass to the primary; it stays the secondary accent.
• Never add a second accent color or a gradient on a UI surface.
• Never recolor, outline, distort, or add effects to the mark; single color always.
• No em dashes anywhere in site copy.
• Never use the hype words in the banned list; state the bet plainly instead.
• No fabricated customers, logos, testimonials, case studies, or metrics; no compliance claims.
• Never disparage issue trackers; the enemy is the handoff.