Brand

Boringware makes small, focused, native apps that do one thing well. The brand is calm, confident, and utilitarian. Boring on purpose. This page is the source of truth for humans and machines; the tokens at the bottom are generated from the live design system.

The name

The wordmark is BORINGWARE, always set in all-caps in the display typeface. The short mark is a single B. Don't restyle, recolor, or add effects. The plainness is the point.

BORINGWARE Wordmark · on light
BORINGWARE Wordmark · on dark
Boringware B mark, dark on light Mark · on light
Boringware B mark, light on dark Mark · on dark

Color

Each app owns one saturated accent. On a product page the accent is the full-bleed background and the type is a near-white tint of it. Together the accents form a friendly, mid-tone range across the spectrum.

Mics #d9544b Mirror #0f9b89 Blocker #0096af Displays #3186e9 Mac Deck #e7bf57 Uploads #00a151 Email #9e66d7 Playbill #c656a6 Takes #cb6700

Neutrals carry everything else: near-pure black and white, high contrast, theme-aware.

Ink#000000
Paper#ffffff

Typography

Display is SF Pro Display, used for the wordmark and headings, in heavy weights with tight tracking. Body is the system font stack. A modular scale (ratio 1.25, base 1.125rem) sets every size.

Boring on purpose--text-2xl · display · 800
One thing, done well--text-xl · display · 800
Section heading--text-lg · 700
Subheading--text-md · 700
Body copy: plain, direct sentences that say what the app does.--text-base · 400
Caption / label--text-sm · 600

Space & rhythm

Spacing is a line-based scale: every gap is a multiple of the body line height, so vertical rhythm stays consistent.

--space-xs
--space-sm
--space-md
--space-lg
--space-xl
--space-2xl

Voice

  • Do one thing well.
  • Native before novel: respect the platform.
  • High contrast, generous whitespace, no clutter.
  • No dark patterns, no manufactured urgency.
  • Say what it does in plain words.

Write like you'd explain it to a friend: short sentences, concrete verbs, no marketing fog. "Pause the internet for any device." "Control your Shure mic from macOS." If a sentence could appear in any app's copy, cut it.

For machines

Design tokens, generated from the live site (product accents come straight from each product's config). Copy this into an LLM prompt or a design tool.

{
  "voice": "Plain-spoken, dry, confident. Boring on purpose.",
  "logo": {
    "wordmark": "BORINGWARE",
    "mark": "B",
    "casing": "wordmark is always all-caps"
  },
  "color": {
    "neutrals": {
      "light": {
        "text": "#000000",
        "text_secondary": "rgba(0,0,0,0.6)",
        "bg": "#ffffff",
        "border": "rgba(0,0,0,0.15)"
      },
      "dark": {
        "text": "#ffffff",
        "text_secondary": "rgba(255,255,255,0.65)",
        "bg": "#000000",
        "border": "rgba(255,255,255,0.15)"
      }
    },
    "accents": [
      {
        "name": "Mics",
        "hex": "#d9544b"
      },
      {
        "name": "Mirror",
        "hex": "#0f9b89"
      },
      {
        "name": "Blocker",
        "hex": "#0096af"
      },
      {
        "name": "Displays",
        "hex": "#3186e9"
      },
      {
        "name": "Mac Deck",
        "hex": "#e7bf57"
      },
      {
        "name": "Uploads",
        "hex": "#00a151"
      },
      {
        "name": "Email",
        "hex": "#9e66d7"
      },
      {
        "name": "Playbill",
        "hex": "#c656a6"
      },
      {
        "name": "Takes",
        "hex": "#cb6700"
      }
    ],
    "usage": "One saturated accent per product. On a product page the accent is the full-bleed background; text is a near-white tint of it."
  },
  "type": {
    "display_font": "SF Pro Display, -apple-system, system-ui, sans-serif",
    "body_font": "-apple-system, BlinkMacSystemFont, Segoe UI, system-ui, sans-serif",
    "scale_ratio": 1.25,
    "base": "1.125rem",
    "steps": [
      "--text-sm",
      "--text-base",
      "--text-md",
      "--text-lg",
      "--text-xl",
      "--text-2xl"
    ],
    "weights": {
      "body": 400,
      "label": 600,
      "heading": 700,
      "display": 800
    },
    "tracking": {
      "tight": "-0.035em (display)",
      "snug": "-0.01em (headings)"
    }
  },
  "space": {
    "ratio": "line-based (line = base × 1.5)",
    "steps": [
      "--space-xs",
      "--space-sm",
      "--space-md",
      "--space-lg",
      "--space-xl",
      "--space-2xl"
    ]
  },
  "principles": [
    "Do one thing well.",
    "Native before novel: respect the platform.",
    "High contrast, generous whitespace, no clutter.",
    "No dark patterns, no manufactured urgency.",
    "Say what it does in plain words."
  ]
}