$ the brand is the typography

Brand

No logo, no glyph. ax is set in Georgia on paper, measured in mono, and proven with real numbers. This page demonstrates its own rules - the specimens below are the live treatments, not pictures of them.

$ the wordmark

ax, agent experience

Lowercase ax in Georgia serif, paired with the mono tag. ax is the project; axctl is the npm package name - visitor copy always says ax.

WordmarkGeorgia · 36px · -1px tracking

axagent experience

ax - lowercase, Georgia serif, 36px in the masthead. No uppercase, no abbreviation.
agent experience - uppercase mono, 10px, letter-spacing 0.16em, baseline-aligned and muted.
A 10px gap separates the two on screen; a single space in text.

$ ink on paper

Palette

Monochrome by default; color only when it carries information. These swatches render from the live tokens in globals.css :root.

--ink#0a0a0aPrimary text, the wordmark, 2px masthead rules.

--page#f6f5f0The paper. Every page sits on it.

--panel#fbfaf5Card and panel ground, a half-shade off the page.

--line#d8d6cfHairline borders. Hierarchy comes from rules, never shadows.

--muted#6b6b66Secondary text, eyebrows, captions, table meta.

--green#2f9e44The live pulse, success, the primary accent. Use the pulse once per surface.

--blue#2567a8References and links. Flag names in the CLI reference.

--red#c0392bFailure, regressions, offline state.

--amber#b07900Review buckets and watch-list items that need a look.

$ how it carries meaning

Motifs

Receipts is the core idea. The rest keeps the surface honest: real numbers, hairline rules, one live pulse.

The live pulsegreen dot · 1.6s ease-in-out · once per surface

live

Hairline rules1px --line · 2px --ink cap

Receipts, not vibes

ax makes claims with real numbers - $605 redirectable, 26x recurring, +3/+10/+30 sessions measured. Every figure is something the graph actually computed. The home page and /origin are the canonical executions: proposal cards and a measured-bets strip, not marketing adjectives.

Real numbers as proof

Receipts use actual CLI output - real timestamps, real session ids, real token counts. The proof is the data, not the framing. Never fake a figure to make a point land.

Ink on paper

Monochrome by default. Color only when it carries information: green for live and success, blue for references, red for failure, amber for review. A surface that's all color is a surface where nothing means anything.

Hairline rules

1px lines separate sections. A 2px ink rule caps the masthead and group heads. Hierarchy comes from rules and type, never from drop shadows.

The live pulse

A single green dot on a 1.6s ease-in-out opacity loop signals freshness. One per surface - duplicate it and it stops meaning "live".

The home page (/) and /origin are the canonical executions: proposal cards with redirectable-dollar figures and a measured-bets strip checkpointed at +3 / +10 / +30 sessions.

$ serif headline, mono eyebrow

Typography

Three stacks, each with a job. Serif for headlines, mono for the machine voice, sans for prose.

Serif scaleGeorgia · live at real size

ax36px · Wordmark - Masthead. Georgia, -1px tracking.

Receipts over vibes.34px · Hero headline - Page h1 across docs and marketing.

See where the money goes28px · Section title - Group headings (h2).

The experiment loop20px · Card title - Sub-section headings (h3).

Mono $-eyebrowui-monospace · the section lead

$ mine your history$ see where the money goes$ review proposals$ guard the harness

--serifGeorgia, serif: Wordmark, headlines, section titles.
--monoui-monospace, Menlo: $-eyebrows, receipts, flags, table meta, the brand tag.
--sanssystem-ui sans: Prose and body copy.

$ the voice contract

Voice

Terse, evidence-first, second person. State what's true, then move on.

Pronoun: Second person ("your agent", "you"). Never first-person plural ("we").
Case: Lowercase headings where they fit (e.g. ax retro, ax doctor). Sentence case prose.
Tone: Terse, evidence-first, no startup voice. State facts, then move on.
Forbidden words: "magical", "delight", "revolutionary", "powered by AI", "unlock".
Hedge sparingly: Say what's true. Mark what's roadmap with "tracked next".

ax answers these by reading what already happened.

instead ofax magically uncovers hidden patterns in your agent history.

Skill triage - which of your installed skills get used, which never fire.

instead ofGet powerful insights into your skill usage.

$ ax <verb>

Naming

User-facing commands read ax <verb>. The full vocabulary lives in the language reference.

ax doctor: System check.
ax retro: Session retrospective.
ax wrapped: Annual recap cards.
ax serve: The dashboard daemon (ax studio lives at /studio).
ax improve: Rank proposals, accept them, track verdicts.
ax routing: Mine dispatch history, route mechanical work to cheaper models.

Contributing? Naming, scrubbing, and commit conventions for the repo live in CONTRIBUTING.md.