Brand kit

Esy

Eh-see. Esy builds the AI systems that run marketing, and keeps how every piece of work was made.

01 · Name

Esy, said Eh-see

From essay, and the French essai: an attempt, a trial, a way of thinking something through. The systems are serious; the world we show them in is a toy world, where complex machines look as simple to pick up as a playset.

02 · Logo

The wordmark

SVG, for light grounds

SVG, for navy grounds

The wordmark is set in Black Ops One: a teal e, then sy in navy (or white on navy). Nothing else is set in Black Ops One.
Use the SVG files. Don’t retype, redraw, stretch, outline or recolour it.
Give it room: at least the height of the e on every side.
On busy pictures, put it on a calm patch of navy or ivory, never over the art.
The vinyl renders are pictures of the logo, for scenes and covers; the SVG is the logo.

Vinyl render, on ivory · WebP

Vinyl render, on navy · WebP

03 · Colour

Navy, teal and light

Navy#0A2540The ground: pages, scenes, the sy of the wordmark.

Ink#061527The deepest night, under navy.

Teal#00A896The e, links, Mason’s stripe.

Jade#00D4AALight: finished work, the one word that matters.

Mint#2BD8BBGlow and highlights in lit vinyl.

Ivory#F4F1EAPaper, Mason’s eyes, light grounds.

04 · Type

Three faces, three jobs

esy

Black Ops OneThe wordmark only.

The Marketing Engineer

Cormorant GaramondNames and headlines: The Marketing Engineer, page titles.

Build the AI systems that run marketing.

System sansEverything you read: body, labels, buttons (SF, Segoe, Roboto, Helvetica Neue).

05 · The world

Everything is vinyl

The toy theme runs through everything we picture. Vinyl comes in three forms:

**Matte-satin vinyl**A moulded designer-toy figure: soft sheen, crisp edges slightly softened.Mason and the playset world around him.

**Glossy vinyl**The same moulded material polished to a shine, with clear studio reflections.Abstract art: networks, systems, pieces.

**Lit vinyl**Translucent parts that glow teal and jade from inside, like lit acrylic.Light, flow and connection.

The reef: Mason’s home: the reef and the octagon gate. — **The reef.** Mason’s home: the reef and the octagon gate.

The Gate: Humans think. AI assists. — **The Gate.** Humans think. AI assists.

The Assembly: Workflows, not prompts. — **The Assembly.** Workflows, not prompts.

The Essai: Every attempt kept, rough to finished. — **The Essai.** Every attempt kept, rough to finished.

Networks: Abstract art: glossy vinyl joined by light. — **Networks.** Abstract art: glossy vinyl joined by light.

The line: Rough in, finished out, through lit vinyl. — **The line.** Rough in, finished out, through lit vinyl.

06 · Mascot

Mason

Meet MasonEsy’s octopus. One mind, and eight arms that each work on their own: that is how Esy runs many jobs at once and keeps them in one place.

07 · Voice

How we sound

Calm and precise. Plain words, short sentences, no hype.
Workflows, not prompts. Artifacts, not chats.
Humans think. AI assists. People approve what ships.
Show how it was made: real numbers, real runs, sources.

The SVGs are the logo; the vinyl renders are pictures of it. Every picture here is made with Esy, on api.esy.com.