An identity system for a companion that speaks softly to serious investors — five sections, one voice.
We say
We don't say
Tone
Zoras writes like a senior analyst on a Sunday afternoon — knowledgeable, calm, occasionally witty, never breathless. We use short sentences and long ideas. We never patronize.
The Zoras mark is a rising sun folded into a Z monogram — dawn as the moment the market opens, Zoroaster's original gesture of clarity through fire. Never rotate. Never recolor outside the system palette. Minimum clear space equals the height of the wordmark cap.
Obsidian
#211D18
Background
--background
Cream
#F5EFDF
Paper surface
--paper
Sunrise Gold
#E7BD5E
Primary · CTA
--primary
Deep Emerald
#4EA87A
Gains · signals
--emerald
Signal Rust
#C85A3C
Risk · loss
--destructive
Fog
#A29A89
Muted text
--muted-foreground
Display
Fraunces · Light / Regular
Aa Zoras
The dawn of clarity.
Body & UI
Inter · 400–700
Aa Zoras
Used for interface, running text, tables and product copy. Kept restrained. Never oversized.
Numerals & Data
JetBrains Mono · 500
228.14
AAPL
+3.02%
NVDA
-0.87%
TSLA
7.8/10
SCORE
I.
We are a Sunday paper for investors, not a sales floor. Every screen should feel written, not shipped.
II.
Tickers, numbers and monospace whispers are decoration. Let the market breathe through the layout.
III.
Color is scarce. When something turns gold, it matters. When it turns emerald, it worked.
IV.
No dark patterns. No urgency theater. Investors already have enough anxiety without ours.