Brand

The name #

elelem is how you say LLM out loud. It is always written in lowercase, including at the start of a sentence and in logos. Plugin gems are elelem-NAME.

The idea #

Quiet and editorial. elelem should feel like a well-set book or a good man page: paper, ink, generous margins, and one mark of color where it matters. The brand earns attention with clarity, not decoration.

The cursor is the one graphic idea. The vermilion block after the wordmark is a terminal cursor and a printer’s mark at the same time: the place where the next word goes.

Rules #

• Keep the wordmark and cursor together. Never recolor the wordmark outside ink and paper. The cursor is always vermilion (ember on dark).
• Leave clear space around the logo equal to the height of the cursor.
• Do not stretch, outline, shadow, rotate, or animate the logo, except the cursor blink on hover on elelem.sh itself.
• Use the mark (the e and cursor) only where the wordmark will not fit: favicons, avatars, app icons.
• One accent per view. If everything is vermilion, nothing is.
• Prefer rules, whitespace, and type over boxes, shadows, and gradients.
• Photography and stock illustration are not part of the brand. Use real terminal output, code, and simple line diagrams.

Voice #

Read the voice guide. In short: terse and opinionated on top, plain and patient underneath, and never a claim the code cannot back.