The Brand System
The system behind the studio.
Colour, type, logos, and voice — the working visual language of Fundy Forge, published as a living page instead of a PDF that dies in a shared drive. Every custom website ships with a system like this built in.
01 — Colour
Two colours work.
One colour speaks.
Navy carries the weight, cream gives it room, and gold is rationed — it only marks the things that matter: actions, accents, proof.
Light section
The Forge Standard
Precision-built
for your business.
Hand-coded sites that do exactly what you need — and nothing you don't.
View servicesDark section
The Forge Standard
Precision-built
for your business.
Hand-coded sites that do exactly what you need — and nothing you don't.
02 — Typography
A serif that speaks.
A sans that works.
Gloock carries the headlines — expressive at regular weight, never bolded. DM Sans does everything else. Two families, no exceptions.
Not Built.
Forged.
Precise work.
The work speaks.
Built without shortcuts.
Hand-coded websites for businesses that expect a return. No templates, no platform rent — fast, measurable sites engineered to convert.
Every site is the result of hundreds of small decisions, most of which the client will never see. I make them anyway — corners don't get cut in the places you can't see.
Brand System · Web Design · Atlantic Canada
Split headline — light
Forged to last.
Forged by one.
Split headline — dark
Forged to last.
Forged by one.
03 — Logo
The anvil
and the wave.
Forge and Fundy in one mark. White on navy, two-colour on cream — never stretched, never recoloured, never smaller than it can be read.
Primary wordmark
Fundy Forge Primary logo
Secondary logo — Anvil
Circle icon
Primary wordmark — reversed
Fundy Forge Primary logo — reversed
Secondary logo — Anvil
Circle icon
Rules
- Fixed height, width auto — never stretch
- White variant on navy only; two-colour on light only
- Minimum: icon 32px, full logo 28px
04 — Components
One gold button
per screen.
CTA hierarchy is a rule, not a suggestion: one primary action per screen, arrow links for everything secondary. Gold never competes with gold.
05 — Voice & Tone
Say it once.
Mean it.
Strong, not loud
Make a clear claim. Don't hedge. Don't shout.
Precise, not cold
"We build fast, focused websites" — never "we deliver solutions."
Rooted, not provincial
Atlantic Canadian identity is a strength, not a limitation.
Proven, not promised
No claim ships without a number or a name behind it.
Approved CTAs
- Start a project
- Book a free call
- See the work
- View case study
- Let's talk
Never
- Transform your digital presence today!
- Leverage our innovative solutions
- Click here to get started!!!
- Passionate about delivering synergy
- Enterprise-grade, zero-friction results
06 — Motion
Snap,
don't drift.
Elements reveal once as they enter the viewport — 420 milliseconds, a crisp curve, fourteen pixels of travel. No parallax, no floating, no looping animation fighting for attention. You've been watching the system work the whole way down this page. And when a visitor asks for reduced motion, everything simply appears.
Want a system like this for your brand?
Brand identity engagements ship with a living page like this one — colour, type, logo, and voice, documented where your whole team can find it. Built alongside the website, not bolted on after.
or write to hello [at] fundyforge.ca
- You control the website
- No retainers required
- Replies within one business day