Brand guidelines

Accessible Thinking brand guide.

The visual identity, tone of voice, and style guidelines for the Accessible Thinking brand.

Brand Identity

What we stand for

Accessible Thinking operates at the intersection of AI and accessibility. Our mission is to ensure that as AI reshapes our world, disabled people are not left behind — and are, in fact, empowered by it.

The name encodes the whole thesis:

Accessibility is the people dimension — lived experience, the disability perspective, the humans at the receiving end of AI systems.
Thinking is the technology dimension — how AI systems work, how they fail, how they can be evaluated and improved.

"AT" also echoes the well-known abbreviation for "Assistive Technology". The elephant mark represents the "elephant in the room" in AI conversations: the experiences of disabled people.

Values

Inclusion by design — Accessibility isn't an add-on. It's how we think, and how we work, right from the start.
Rigour — Evidence and real-world experience underpin all our advice. We know what works — and we can prove it.
Nothing about us without us — Disabled perspectives are integral to all our work — they don't just inform it, they are woven into it.
Urgency — AI is moving fast, and those traditionally excluded pay the highest price when we delay making it responsible and inclusive.
Progress you own — Our goal is to move your business forward and, ultimately, make our own role unnecessary.
Building solutions — We don't just find problems. We build solutions that last, and leave your team stronger.

Company details

Trading name: Accessible Thinking
Legal entity: The Hip Bit Ltd
UK company number: 12102775
Website: accessiblethinking.com

Visual Identity

Icon: The Elephant Mark

A minimalist, silhouette-style icon conveying stability, wisdom, and approachability.

Visual characteristics

Form: A stylized, solid black silhouette of an elephant in profile, facing right.
The Ear: A single, sweeping white crescent curve that creates a sense of depth and movement.
The Eye: A perfectly circular white dot positioned for a friendly, alert expression.
Geometry: Soft, rounded terminals on the legs and trunk, avoiding sharp angles.
Stance: Four sturdy, columnar legs reinforcing the brand's pillars of reliability and strength.

Note: The icon should always be presented in a high-contrast format. The internal negative space details (eye and ear) must remain distinguishable.

Primary Logo Lockup

An integrated lockup combining the Elephant Mark with a bold, lowercase wordmark. The orange "at" sits in the foreground; the elephant is positioned behind the "t".

Execution guidelines

The orange "at" must always sit in the foreground. The elephant must never obscure legibility.
The baseline of the letters aligns with the base of the elephant's feet.
Maintain a buffer zone equal to the width of the letter "a" stem around the entire lockup.

Note: Do not re-color the orange "at" to any colour outside the brand palette — it is the primary signifier of our "Accessible" identity.

Colours

Primary palette

Background

#ffffff

Foreground

#1e1f29

Primary

#1e1f29

Aa

Primary fg

#ffffff

Secondary palette

Secondary

#f4f4f5

Aa

Secondary fg

#18181b

Muted

#f4f4f5

Aa

Muted fg

#616467

Accent palette

Highlight

#f7941c

Aa

Highlight fg

#1e1f29

Highlight hover

#ffa742

Border

#e4e4e7

Ring

#18181b

Dark mode

Background

#1e1f29

Aa

Foreground

#f4f4f5

Secondary

#27293a

Border

#3f3f46

Contrast note: The highlight colour #f7941c on white achieves approximately 3.1:1 contrast ratio. This meets the WCAG AA requirement for large text and UI components (3:1 minimum). It does not meet the requirement for normal body text, which needs 4.5:1 — for that, use the darker variant #c2410c (5.1:1).

Typography

Font stack

Sans-serif

Geist Variable

Fallback: system-ui, -apple-system, sans-serif

Monospace

Geist Mono

Fallback: ui-monospace, monospace

Type scale

H1 — Bold 700 — 4xl–5xl

Heading one

H2 — Bold 700 — 3xl–4xl

Heading two

H3 — Semibold 600 — xl–2xl

Heading three

Body — Regular 400 — lg–xl

The quick brown fox jumps over the lazy dog. Evidence and real-world experience underpin all our advice.

Small — Regular/Medium — sm (0.875rem)

Smaller text for captions, labels, and secondary content.

Heading rules

Letter-spacing: -0.02em
Line-height: 1.2
Font-weight: 600 (semibold)

Tone of Voice

Guiding principles

Authoritative but approachable

We know our stuff. We don't talk down to people. We're the practitioner who explains clearly and respects your intelligence.

Direct

We say what we mean. No filler, no buzzwords, no hedging. If there's a problem, we name it. If there's a solution, we describe it plainly.

Grounded in evidence

We back claims with specifics. "We can prove it" isn't just a value — it's how we write.

Human

We're talking to people, not organisations. Use "you" and "we". Avoid corporate-speak.

Urgency without alarmism

AI is moving fast. That's a fact. We convey urgency through clarity, not scaremongering.

Example transformations

Instead of...	Write...
"Leveraging AI-powered solutions to optimise your accessibility posture"	"Using AI to make your product work better for disabled people"
"We are excited to announce"	"We've added" or just get on with it
"Please do not hesitate to reach out"	"Get in touch"
"At this moment in time"	"Now"
"In order to"	"To"
"Utilise"	"Use"

Style Guide

Spelling

UK English throughout. Common examples:

Behaviour (not behavior)

Colour (not color)

Organise (not organize)

Organisation (not organization)

Recognise (not recognize)

Programme (not program)

Capitalisation

Accessible Thinking — always capitalise the full brand name when first used. "the company" or "we" in subsequent references.
Headings — capitalise the first word and proper nouns only.
"AI" — always capitalise. Never "ai" or "Ai".
"WCAG" — all caps, no periods.
Job titles — only capitalise when preceding a name. "the director" but "Director Sarah Jones".

Numbers

Spell out one to nine. Use numerals for 10 and above.
Use numerals for measurements and data: "5 people", "10% increase", "2-day course".
Percentages: "10%" (numeral + % symbol).

Dates

Use the format: 1 April 2026 (day month year, no ordinal suffix, no commas).

Contact details

Email: contact@accessiblethinking.com
Website: accessiblethinking.com
LinkedIn: linkedin.com/in/garethfordwilliams

Technical Notes

Stack

Framework: Astro (static output, Netlify SSR adapter)
Styling: Tailwind CSS v4 with Basecoat CSS, custom CSS variables
Icons: Lucide (via @lucide/astro)
Fonts: Geist Variable + Geist Mono via @fontsource
Hosting: Netlify

Colour implementation

Colours are defined as CSS custom properties in src/styles/global.css under the @theme block. This allows Tailwind utilities to reference them and enables dark mode via a [data-theme='dark'] selector that overrides the root variables.

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