The NxSync brand, in one place.
How we look, sound, and behave — so everyone building NxSync builds the same brand. When in doubt, this document wins.
How to use this
These guidelines are the single source of truth for the NxSync brand. They exist to keep us consistent across product, marketing, sales, and partners — because consistency is what turns a logo into a brand people trust.
Designers, writers, engineers, marketers, and any partner producing something with the NxSync name on it.
The logo, color, type, and voice rules are firm. Apply judgment within them — the principles explain the "why" so you can extend safely.
Default to the most legible, calmest option. If two readings are possible, the brand chooses clarity. Ask Brand & Design before bending a rule.
Why NxSync exists
Strategy is the foundation under every visual and verbal choice. If a design decision doesn't ladder up to one of these, it's decoration.
To free the people who run a business from the busywork of running it — so their judgment goes where it actually matters.
A world where every business decision is made on data that is already current, reconciled, and in sync.
Build the AI-native ERP that keeps every function synchronized in real time, and earns trust by always showing its work.
Positioning statement
For growing, operations-heavy companies underserved by ERP systems that are slow, complex, and opaque, NxSync is the AI-native ERP that keeps every function in sync and lets AI act on your behalf — transparently and reversibly. Unlike legacy suites and bolt-on AI copilots, NxSync is intelligent at its core and accountable by design.
Brand pillars
Four promises. Every feature, asset, and sentence should make at least one of them more true.
One real-time source of truth. Nothing is stale, nothing is in two places.
AI that acts, not just answers. It does the work, not only the talking.
Every action is explainable, reversible, and logged. Trust is built, not claimed.
Fast, calm, low-friction. The system keeps up with the work, never the reverse.
If NxSync were a person
A brilliant operator who makes hard things look calm — the colleague who has already reconciled the numbers, can explain exactly how, and never makes you feel slow for asking. The Sage who does, not just advises.
The Sage, with a touch of the Magician
Grounded in truth and expertise (Sage), with the quiet transformation of making complexity disappear (Magician). Authoritative without being cold; clever without being flashy.
Intelligent · Precise · Calm · Fast · Trustworthy
These five run through everything — the order matters when they conflict: trust is never traded for speed, and clarity is never traded for cleverness.
Tone spectrum
Where NxSync sits on the dimensions that define a voice. We lean considered and warm, never stiff and never casual.
Who we serve
One system, several very different people. We design for the power user who lives in NxSync and the occasional approver who visits once a week — without either getting in the other's way.
- Values accuracy, audit trails, and explainability above all
- Fears errors that cascade through the books
- Won the moment AI is reversible and logged
- Wants ten-step processes to become three
- Judges the product on speed and fewer clicks
- Adopts fast when the Command Bar just works
- Needs keyboard speed and bulk actions
- Processes the same task hundreds of times a day
- Loves density done well — sees a lot, finds it fast
- Cares about permissions, roles, and audit
- Wants scoped, controllable agent behavior
- Champions tools that don't create support tickets
How we sound
Voice is constant; tone flexes with the moment. We write from the user's side of the screen — naming what people control, never how the system is built.
Plain verbs, sentence case
Say exactly what happens. "Post entry," not "Submit." No filler, no Title Case, no shouting in caps.
Actions keep their name
The button says Post entry; the toast says Entry posted. The vocabulary is the signposting people learn by.
Errors don't apologize
Explain what happened and how to fix it, in the interface's voice. Never "Oops, something went wrong."
Empty states invite action
A blank screen is a prompt, not a dead end. Tell the person the one useful thing to do next.
Tone in context
Same voice, dialed to the moment.
| Context | Dial it | Example |
|---|---|---|
| Onboarding | Warm, encouraging | "Let's connect your first account. It takes about a minute." |
| Financial confirmation | Precise, neutral | "Posted 2 entries to the June period. Reversible for 24 hours." |
| Errors | Calm, directive | "Period is closed. Reopen it, or post to the next period." |
| Agent activity | Transparent, factual | "Matched 142 of 148 transactions. 4 need your review." |
| Marketing | Confident, plain | "Close the books in hours, not weeks." |
What we say first
A hierarchy from three words to a paragraph. Pick the level the moment needs; never improvise a different core message.
| Level | Message |
|---|---|
| Tagline | Everything in sync. |
| One-liner | The AI-native ERP that reasons, acts, and shows its work. |
| Elevator | NxSync keeps every part of your business — finance, operations, people, supply — synchronized in real time. Its AI doesn't just answer questions; it does the work, and every action is explainable and reversible. |
| Boilerplate | NxSync is an AI-native ERP built for companies that have outgrown spreadsheets and disconnected tools. It unifies operations into one real-time source of truth and pairs it with AI agents that act on your behalf — transparently, with a full audit trail. NxSync is fast to adopt, calm to use, and trustworthy by design. |
Words and rules
Shared language is part of the brand. These choices keep the product, the docs, and the marketing sounding like one company.
Words we use / avoid
Mechanics
| Rule | Do | Not |
|---|---|---|
| Product name | NxSync | Nx Sync · NXSync · nxsync |
| The × mark | Logo & UI lockups only | In body copy — write "NxSync" |
| Feature names | Command Bar, Agent | Inventing new casing per surface |
| Headings | Sentence case | Title Case, ALL CAPS |
| Currency | $12,450.00 | 12450 dollars |
| Dates | 13 Jun 2026 | 06/13/26 (ambiguous) |
Copy in practice
The multiplier
Our mark is the × in the name — the n× multiplier and the point where two streams sync. It carries a slight forward lean, two stroke weights, and a single Pulse node. The same shape is the app icon, the letter x in the wordmark, and the AI "thinking" indicator.
Anatomy
| Element | Spec | Why |
|---|---|---|
| Lean | ~7° forward | Momentum; separates it from a close icon |
| Stroke ratio | 9u : 6.2u | The asymmetry reads as crafted, not typed |
| Sync node | 11u squircle · Pulse | Single focal point; the only Pulse in the mark |
| Caps | round | Echoed by the Lexend wordmark's soft forms |
Variants & minimums
Clear space = one node on every side. Minimum lockup 90px wide; below 20px the mark switches to the simplified even-weight version with no node.
Misuse
A system, not a swatch
Iris carries intelligence and action. Pulse signals what is live and synced. Color is meaning here — never decoration — and the neutral ramp does most of the heavy lifting.
Core palette
Iris & Pulse ramps
Semantic — finance grade
Usage & balance
| Role | Share of a screen | Notes |
|---|---|---|
| Neutrals | ~80% | Surfaces, borders, text. The quiet majority. |
| Iris | ~15% | Primary actions, focus, links, brand moments. |
| Pulse | ~5% | Live / synced / agent only. Over-use kills its meaning. |
| Semantic | as needed | Reserved for financial state — never for branding. |
Accessibility: Pulse is light — never set it as text on white. For Iris text on light, use Iris 600+. All text/control pairings meet WCAG 2.2 AA in both themes.
Three voices, one system
Lexend for clear, rounded headlines that read effortlessly across every age and ability — its straight-diagonal y echoes the mark. Inter for the dense workhorse interface. JetBrains Mono for anything financial.
JE-002841
Type scale
| Token | Size / weight | Use |
|---|---|---|
| display | 40 / 700 / −3% | Hero, marketing |
| h2 | 28 / 600 / −2% | Section titles |
| h4 | 17 / 600 | Card & group titles |
| body | 15 / 450 | Interface & prose |
| caption | 12.5 / 500 | Labels, metadata |
| data | 13 mono / tnum | Figures, IDs, ledgers |
Always sentence case. Tighten display tracking; never letter-space body text. Use tabular figures for every financial number. Web fallback stack: Lexend → system-ui; Inter → -apple-system, Segoe UI, Roboto.
Icons
Line icons on a 24px grid, ~1.8px stroke, round caps and joins to match the mark. Geometric and calm — icons clarify, they never decorate.
The sync motif
The mark is also our recurring graphic device. The crossing and the node become connectors, accents, and quiet background structure — a family resemblance that ties every surface back to the brand.
Keep motif usage subtle and structural — it should support content, never compete with it. One motif moment per surface.
What we show
NxSync is about clarity and truth, so our imagery is real and unembellished. The product is the hero; data is the texture.
Real UI on the Void canvas — actual dashboards, the Command Bar, agent activity. The strongest image we have is the product working.
Candid, in-context operators — not posed stock smiles. Calm, focused, mid-work. Natural light, muted grading toward our cool palette.
Charts, ledgers, and the sync motif as abstract visuals. Iris and Pulse on dark. Numbers always tabular and plausible.
Calm by default, animated on purpose
Motion means something. The mark never moves in normal use; when it does, the system is working on your behalf — the node pulses, the strokes gently rock. No decorative animation, no spinners where an instant result is possible.
| Easing | cubic-bezier(.4,0,.2,1) |
| Micro | 120–180ms |
| Transitions | 240–320ms |
| Feedback | Optimistic — confirm, don't block |
| Reduced motion | Steady node, full opacity |
Space & structure
An 8-point spacing system, a 12-column grid, and a small set of radii and elevations. Density is a feature — we organize a lot of data, we don't hide it.
Spacing scale
Radii & elevation
| Token | Value | Use |
|---|---|---|
| radius-s | 8px | Inputs, chips, small controls |
| radius-m | 12px | Cards, tiles, menus |
| radius-l | 18px | Modals, large surfaces |
| elevation | low & flat | One soft shadow; depth comes from surface, not heavy shadows |
The brand in the wild
A few canonical surfaces. The rules above produce these; treat them as worked examples, not new templates.
in sync.
| Surface | Rule of thumb |
|---|---|
| Product UI | Dark default; Void canvas; Command Bar always at ⌘K; agents show the accountability layer. |
| Marketing site | Lexend display, generous space, product screenshots over illustration, one motif moment. |
| Presentations | Dark slides, one idea per slide, tabular figures, mark on the title and closing slide only. |
| Social | App icon as avatar; covers pair the tagline with the lockup; never crowd the mark. |
| Stationery / swag | Mono mark, lots of Void, restraint. Pulse appears once, if at all. |
Inclusive by default
Accessibility isn't a layer we add — it shaped the choices. Lexend was selected partly for legibility; the contrast ratios and motion rules ship in v1, not "later."
- ✓ WCAG 2.2 AA contrast, verified in both themes
- ✓ Full keyboard operability; nothing mouse-only
- ✓ Visible Iris focus rings, never removed
- ✓ Reduced-motion respected; state stays legible
- ✓ Color never the only signal — pair with text or icon
- ✓ Tabular figures so financial columns align
- ✓ Screen-reader labels on icons, status, agent steps
- ✓ Responsive down to mobile for field & approvals
Keeping the brand whole
A brand stays strong only if it's maintained. Here's how we version, where the assets live, and who to ask.
This is v1.0, frozen. Changes are proposed to Brand & Design, reviewed quarterly, and shipped as a new minor version with a changelog.
Logo, color tokens, type, and templates live in the brand asset library. Use the source files — never re-trace the mark or eyeball a color.
Need something not covered here, or a justified exception? Ask Brand & Design first. Default to the calmest, most legible option meanwhile.