Evidence, set in type. The Advexa identity in one page.
Two typefaces, one blue, white space and real ads. Everything on the site follows this page; when something here and something on the site disagree, this page wins.
01 · Logo
A tile mark and a lowercase wordmark. The mark is five white tiles and one baby-blue tile on ink: a grid of ads with one that won.
- Wordmark is always lowercase, Instrument Sans 600, tracking −0.02em
- The blue tile is the only colour in the mark; never recolour the tiles
- On dark backgrounds use the inverse mark: white tile, ink tiles
- Never stretch, rotate, outline or add a shadow to the mark
02 · Colour
A white page, ink type, one blue for action. Green and red mean exactly one thing each: a check passed, or it didn't.
Headlines, primary text, the logo tile
One action per screen: the primary button, the active state, one accent word
Hover and pressed states, accent text
Tint behind icons and the logo's single blue tile
Secondary bars in charts, selection colour
Alternating section backgrounds
Every border and divider
Paragraph text
Captions, labels, sources
A check that passed. Nothing else
A blocker or a failed line. Nothing else
Roughly how a screen should weigh out: white, then band, then ink, then blue. If a screen is more than a tenth blue, something is shouting.
03 · Typography
Two typefaces and no more. Instrument Serif carries every headline and every number that matters. Instrument Sans carries everything you read, click or scan.
Weight 400 only. Tight tracking, tight leading, sentence case with a full stop. Italic in Meta blue for the one phrase a headline turns on. Never for body text, never in buttons, never smaller than 28px.
Three weights. Body at 400, interface at 500, headings and buttons at 600. Labels are uppercase at 11px with 0.08em tracking. No monospace anywhere a customer can see it.
04 · Layout and components
A 76rem container, 16px gutters on phones, cards with a 20px radius and a hairline border. Depth comes from one soft shadow, never from colour.
One primary button per view. Labels are verbs the buyer would say. Height 48px, 12px radius, 600 weight.
Blue chip for a count, neutral for a category, green only for a passed check.
8px inputs and small tiles, 12px buttons, 20px cards, 28px hero panels. Card shadow at rest, float shadow for anything that lifts.
05 · Imagery
The ads are the imagery. No stock photography, no illustration of people, no abstract gradients. Ads sit in a phone bezel or a 22px-radius card, always with their provenance underneath.
Mejuri layout · live 384 days
The Ordinary layout · live 303 days
A rival’s avatar appears only next to a fact about its public ads, at 20 to 40px, in a circle, never enlarged into a logo wall of our own.
Our own lockup file, rendered with the same Instrument Sans as the page, lives in public/brand.
06 · Voice
Countable numbers, the buyer's own words, remedies instead of promises. Australian English. Full sentences with full stops, no em dashes, no exclamation marks.
20 ads. 24 hours. $7.45 an ad. They appear in the hero, the button and the confirmation. Every other number on a page is a competitor's or a source's.
"Unlimited", "best-performing", "guaranteed results", "proprietary database", any outcome a customer's ad might get.
Every statistic carries its source in a caption. If it has no source it does not go on the page.
Rival brand names describe their public ads and nothing else. Our showcase ads carry no rival name or logo.