{
  "name": "Luis Sejer",
  "concept": "The Drawing Set: every page is a numbered sheet in an architect's archive. Paper, ink, 1px hairlines, one grotesk.",
  "page": "https://luissejer.dk/brand/",
  "spec": "https://luissejer.dk/brand.md",
  "colors": {
    "paper": {
      "name": "Drafting Paper",
      "hex": "#e7e4df",
      "rgb": "231 228 223",
      "night": {
        "hex": "#141414",
        "rgb": "20 20 20"
      },
      "role": "The ground: every background, the header, reversed text on ink fills. On the night sheet the ground is ink."
    },
    "ink": {
      "name": "Drawing Ink",
      "hex": "#141414",
      "rgb": "20 20 20",
      "night": {
        "hex": "#e7e4df",
        "rgb": "231 228 223"
      },
      "role": "All text, every hairline, the wordmark, every graphic and chart mark, hover fills. On the night sheet the ink is sand."
    },
    "ink-2": {
      "name": "Graphite",
      "hex": "#4a4744",
      "rgb": "74 71 68",
      "night": {
        "hex": "#a8a49e",
        "rgb": "168 164 158"
      },
      "role": "Secondary text: labels, field names, axis ticks, separators. 7:1 on paper; night graphite 7.4:1 on ink."
    },
    "red": {
      "name": "Contact Red",
      "hex": "#b3261b",
      "rgb": "179 38 27",
      "night": {
        "hex": "#f0695f",
        "rgb": "240 105 95"
      },
      "role": "Only the way to write to Luis (mailto), the focus ring and the text caret. Nothing else. On the night sheet the same red, lifted for contrast on ink (6:1, 4.8:1 for protanopes)."
    }
  },
  "font": {
    "family": "Clash Grotesk",
    "fallback": "'Helvetica Neue', Arial, sans-serif",
    "file": "https://luissejer.dk/fonts/ClashGrotesk-Variable.woff2",
    "source": "https://www.fontshare.com/fonts/clash-grotesk",
    "licence": "Fontshare Free Font Licence (FFL). Free for commercial use; get it from Fontshare rather than redistributing the file.",
    "weights": "200–700 (variable). In use: 420, 460, 500, 560, 600."
  },
  "type": [
    {
      "name": "Display",
      "use": "Page H1, stacked lines",
      "size": "clamp(3rem, 8vw, 6rem)",
      "weight": 600,
      "leading": 0.9,
      "tracking": "-0.03em",
      "sample": "Drawing set"
    },
    {
      "name": "Headline",
      "use": "Statements, big numbers",
      "size": "clamp(1.75rem, 3.9vw, 3.75rem)",
      "weight": 500,
      "leading": 1.02,
      "tracking": "-0.025em",
      "sample": "Websites, apps and automations"
    },
    {
      "name": "Title",
      "use": "Section heads, list items",
      "size": "clamp(1.5rem, 2.4vw, 2.25rem)",
      "weight": 560,
      "leading": 1,
      "tracking": "-0.02em",
      "sample": "Office hours"
    },
    {
      "name": "Body",
      "use": "Running text, max 38em",
      "size": "1.0625rem",
      "weight": 420,
      "leading": 1.4,
      "tracking": "0",
      "sample": "One grotesk does every job. Hierarchy comes from size and fine weights."
    },
    {
      "name": "Label",
      "use": "Meta, numbers, title blocks. Tabular figures, sentence case.",
      "size": "0.8125rem",
      "weight": 460,
      "leading": 1.2,
      "tracking": "0.005em",
      "sample": "[01] 2026 · Sheet 02 — Analytics"
    }
  ],
  "radius": 0,
  "shadow": "none",
  "hairline": "1px solid #141414",
  "rules": [
    {
      "name": "The One Red Rule",
      "body": "Red marks the way to write to Luis (mailto) plus the focus ring and caret. If it is not the contact action or a focus indicator, it is ink."
    },
    {
      "name": "The Ink Only Rule",
      "body": "Every graphic is ink on paper: blocks, dots, hairlines. No greys of their own outside graphite (or night graphite), no second accent, no gradients."
    },
    {
      "name": "The Flat Sheet Rule",
      "body": "Nothing floats. No shadows, no glow, no blur, no radius. Structure is 1px ink hairlines; emphasis is a full ink fill. The only texture is the paper grain: static ink specks at 12% (sand specks at 11% on the night sheet), on the ground only, never on fills, type or images."
    },
    {
      "name": "The Night Sheet",
      "body": "An inverted sheet, sand ink on ink paper, opt-in only through the header switch ([■] Nat / Night / Noche) and remembered per browser. Paper is the brand default and never follows the OS dark-mode setting. Print is always the paper sheet. The grain is off in print and under reduced transparency, more contrast and forced colours."
    },
    {
      "name": "The One Family Rule",
      "body": "Clash Grotesk is the only face, from 13px labels to full-bleed display. Weight and size carry hierarchy."
    },
    {
      "name": "The Bracket Rule",
      "body": "References, numbers and status read in square brackets: [01], [Sheet 02 — Analytics], [Denmark]. Brackets are notation, not decoration."
    },
    {
      "name": "The Title Block",
      "body": "A sheet closes on ruled cells: Project · Sheet · Drawn by · Rev. Graphite field names over ink values."
    }
  ],
  "do": [
    "Separate bands with full-width 1px ink hairlines.",
    "Number and annotate in square brackets, label size, tabular figures.",
    "Use ink fills (ink background, paper text) for hover and selected states; the night switch swatch fills with ink when on.",
    "Keep corners square and the page flat.",
    "Let motion draw: hairlines drawing in, type rising from masks. Respect reduced motion."
  ],
  "dont": [
    "Round a corner, cast a shadow, add glow or blur.",
    "Add a second typeface, a second accent colour, or greys outside graphite and night graphite.",
    "Add texture beyond the paper grain, or put grain on ink fills, type or images.",
    "Use red for anything but the contact action, focus and caret.",
    "Use the night sheet as the default, or switch it on from the OS dark-mode setting.",
    "Use stock imagery, illustration or generated faces.",
    "Use glyph or icon-font arrows; use the authored arrow."
  ],
  "applications": [
    {
      "name": "Charts",
      "body": "One series = ink bars or lines on paper; square marks with a 2px paper gap; hairline grid at ink 12%; graphite tick labels in label type. Several categories: ink, graphite and hatched/outlined fills, always with a legend or direct labels — never extra hues. Heatmaps: one ink ramp by opacity. Tooltips: paper box, 1px ink border, value first."
    },
    {
      "name": "Diagrams",
      "body": "Paper ground, ink text and 1px ink strokes, square nodes, the key node as an ink fill with paper text. Framed as a sheet: a header bar \"[D01] Title\" and a title block underneath."
    },
    {
      "name": "Maps",
      "body": "Paper land, water and parks as faint ink fills, roads as ink lines by importance, labels in graphite. The data on top in solid ink: tracks as lines, places as ink squares with [nn] labels."
    },
    {
      "name": "Graphs / networks",
      "body": "Ink dots sized by degree, graphite hairline links, the core as the one ink square. Clusters labelled in brackets. Still: no glow, no idle animation."
    }
  ],
  "assets": [
    {
      "name": "Wordmark, ink",
      "file": "sejer-wordmark.svg",
      "note": "On paper or any light ground.",
      "url": "https://luissejer.dk/brand/sejer-wordmark.svg"
    },
    {
      "name": "Wordmark, paper",
      "file": "sejer-wordmark-paper.svg",
      "note": "On an ink fill.",
      "url": "https://luissejer.dk/brand/sejer-wordmark-paper.svg"
    },
    {
      "name": "Mark",
      "file": "sejer-mark.svg",
      "note": "Square icon / favicon: the S in paper on ink.",
      "url": "https://luissejer.dk/brand/sejer-mark.svg"
    },
    {
      "name": "Mark, PNG 512",
      "file": "../icon-512.png",
      "note": "For places that need a bitmap.",
      "url": "https://luissejer.dk/icon-512.png"
    }
  ],
  "contact": "hej@luissejer.dk"
}