Brand
Every visit has a point.
The Cuebased brand on one page: what it stands for, how it sounds and how the identity works. Use these assets freely when you write about Cuebased.
The idea
The point of every visit.
Every visit to a website is someone trying to do something: compare plans, check a detail, get in touch. Cuebased reads the cues a visit leaves, asks what it was for and tells its story with the evidence attached, so teams can improve their product, their service and how they follow up.
The lime point in the mark is that idea made visible: the arc of a visit, ending in what it came to.
- Tagline
- Every visit has a point.
- Hook
- Every cue, recognized. Every visit, understood.
- Promise
- Small cues, read together, become a story you can act on.
- Category
- Visitor understanding, not session analytics.
- For
- Teams who build websites people act on: B2B SaaS, professional services and the agencies behind them.
- Personality
- Warm, plain and precise. Confident about evidence, modest about motives.
Intent, as a hypothesis
Every visit is read against plain questions about what it was for. Each answer carries its evidence, or says there is not enough.
Stories you can check
Observed, possible explanation and not established, kept apart. Every observed line links to the events behind it.
Improvements you can measure
Recurring stories become opportunities, briefs and recorded changes, reviewed before and after.
Private by design
Consent first. No recordings, no page text and no profiles of people.
Logo
A C whose path ends in a cue.
The arc is the visit; the lime point is what it came to. The wordmark is set lowercase in Fraunces. Together they form the logo; the mark also works on its own as the app icon.
Clear space
Keep at least half the tile’s width free on every side of the logo.
Minimum size
The mark at 16 px; the full logo at 88 px wide.
Please don’t
- Recolour the point or the tile
- Put the point on paper without its tile
- Stretch, rotate or add effects
- Set the wordmark in another typeface
Colour
Paper and ink, with one highlighter.
Most of every page is paper and ink. Lime is the cue: rare, and never text on paper, where its contrast is too low. Developer surfaces are night.
Paper
#FBF8F2
Page background
Paper deep
#F3EEE4
Bands, footer, quiet cards
Paper edge
#E3DCCF
Rules and borders
Ink
#1C1A16
Text and primary buttons
Ink soft
#57524A
Secondary text
Lime
#D7F25C
The cue: point, marker, dark accent
Lime deep
#B9DC2B
Small cue dots on paper
Night
#131311
Developer surfaces
Proportion on a typical page
Paper 62% · Paper deep 14% · Ink 16% · Night 6% · Lime 2%
Evidence colours are functional, not decorative: ink for what was observed, amber for a possible explanation and grey for what is not established. They always come with their label and icon.
Typography
A storyteller’s serif, a working sans.
Fraunces, softened, carries headlines, story titles and the wordmark. Geist does the everyday work of interface and body text. Geist Mono is for code and data.
Fraunces · display
Aa
Every cue, recognized. Every visit, understood.
Geist · text
Aa
The visitor expanded a deployment FAQ, visited security and returned to pricing. A server event confirmed their demo request.
Geist Mono · code
Aa
cuebased.registerGoal({
key: 'demo_request',
confirmation: 'server',
});Voice
Warm, plain and precise.
Cuebased sounds like a sharp colleague who read every visit: clear about what happened, careful about what it means.
Tell the story, then show the evidence
Lead with what happened in plain words. Put the proof one step away, never missing.
Confident about evidence, modest about motives
Say what the stream shows with certainty. Say what it might mean with “consistent with”, and name an alternative.
Numbers come with their denominator
Counts, shares and periods together. Never “all visitors”, never an invented revenue figure.
Say where something stands
Pilot, planned and proposed are useful words. Use them whenever they are true.
Write
Not
- The sequence is consistent with checking security requirements.
- The visitor was worried about security.
- 18 of 120 visits that viewed Pricing (15%) went to Security and came back.
- Most users bounce off the pricing page.
- Not enough evidence.
- Probably frustrated.
- Demo form submitted. Waiting for your server to confirm it.
- New lead captured!
- Signed webhooks are planned.
- Signed webhooks included.
Motifs
Four recurring devices, used sparingly.
Each comes from the product itself: the point a visit comes to, the cue worth noticing, the path of a visit and the layers of a story.
The lime point
Every visit has a point.
Ends a brand statement, never a regular sentence. At most one per page.
The marker
The visitor returned to pricing after security.
A highlighter stroke behind the cue in a sentence. One per heading at most.
The visit line
Pricing
Compare
Security
Check
Demo
Confirmed
A visit as a path through its pages, ending in the point.
The three layers
Every story keeps what was observed, what might explain it and what is not established apart.
Icons
A cue in every icon.
Our own icons for the cues Cuebased notices: quiet line drawings whose key point is the lime cue. Interface icons elsewhere come from Lucide at a matching stroke.
- Lingering
- Pausing
- Scrolling past
- Going back
- Opening
- Leaving a form
- Dead ends
- Stepping away
- Waiting
- Asking
Vocabulary
The words of the product.
Use them consistently, in the product, on the site and in conversation.
- Cue
- A sanitized interaction signal from a consented visit: a page view, a section in view, a click, a form state. Never text or values.
- Visit
- One tab’s session. A visit, never a person.
- Question
- A plain question the engine asks of every visit, answered yes, no or not enough evidence.
- Story
- The account of one visit: observed, possible explanation and not established.
- Opportunity
- A pattern that recurs across visits, with its count, denominator and sample label.
- Brief
- An accepted opportunity turned into a hypothesis, an owner and acceptance criteria.
- Review
- The observational before-and-after comparison once a change has shipped.
Downloads
Assets, ready to use.
The social card appears whenever a cuebased.com link is shared. Everything below is free to use when you write about Cuebased.
Every cue, recognized.
Every visit, understood.
Small cues, added up with what was on the page.
One visit · example
The story
Pricing-to-Security exploration before a confirmed demo request