Last updated: August 2026

Brand guidelines

I sketch and plan my projects on dot-grid paper. The site sits on the same surface, and this page sets out the rules before they reach the rest of the portfolio.

01

Voice

Direct, creative, no jargon. I pitch it to whoever is reading.

Be direct and useful

I adapt to whoever I am talking to and lay out the specifics of the subject clearly.

“Lift your ROI by 20% with this targeted Google Ads campaign structure.”

“Our magic method will make your search engine sales explode!”

Write like a human

AI can help with writing, but anything that gives away generated text has to go: em dashes, mirrored structures (“it’s not X, it’s Y”), empty superlatives, decorative emojis, over-formatted lists. The finished text should sound like someone talking.

“One clear goal: create impact, for the user and for the business.”

“One clear goal — creating impact — for the user and the business.”

Share the process

I state what is at stake and when it lands, so everyone works from the same context.

“V1 ships Tuesday. We will need your feedback by Thursday noon.”

“We will handle it quickly, promise, no need to worry about the rest.”

02

The paper

A sheet of dot-grid paper, the notebooks I sketch my projects on. Headings are written on its rows, and anything laid on top of it is opaque.

One single screen

A printer's halftone. The page edges carry a full screen that shrinks towards the centre; what is left forms the grid. The ink never varies, dot size carries the tone.

20 × 18 pxThe full screen, used by the gradient bands.
80 × 72 pxThe middle grid, one column and one row in four. This is what headings are written on.
3 pxThe grid dot radius. It rises to 7px at the top of the page, and gains another 2.5px towards the left and right edges.
250 pxThe height of the dense bands, top and bottom alike.
0,04The field ink, identical across the whole page.

A heading’s row

Every heading's baseline falls on a row of the grid, and that row is redrawn at 0.18 ink. It is the section that shifts so the heading lands there, never the heading on its own.

03

Colours

One ink, one paper. Hierarchy is built from opacity, never from a change of hue. Purple is reserved for interactive states.

The ink scale

Ten values, each with a job. Click a row to copy its value.

Headings and strong text 1
Body copy and quotes 0,78
Section introductions 0,7
Handwritten annotations 0,62
Dates and side notes 0,5
Captions and dimmed text 0,45
Rules and borders 0,14
Inner borders 0,12
Block backgrounds 0,035
Light backgrounds 0,022

The two themes

Dark is not an inversion. The paper turns a violet-tinted grey, the ink turns ivory, and the purple lightens to hold its contrast.

Light
Paper#F9F4EF
Ink#1A1A1A
Interaction#6B45C9
Dark
Paper#1B1A1F
Ink#F1ECE4
Interaction#B49BFF

Purple only shows up in response

On pierre.gumi.ch the colour appears in four places: the current rail entry, keyboard focus, link hover, and the icon of an open project. Everywhere else, ink is enough. Hover these links to see the rule at work.

A link at rest Another link Contrast checked: 6.3:1 on light, 8.9:1 on dark.

04

Typography

Urbanist for everything printed, Cedarville Cursive for everything handwritten over it. A heading carries no closing punctuation.

Urbanist Black 900 · H1

Direct and creative

Urbanist Bold 700 · H2

Tools and experiments

Urbanist Medium 500 · Corps

The Medium weight keeps interfaces and tool descriptions as legible as possible. Clean, technical, functional. Every word has its place and the weight carries the eye.

Cedarville Cursive 400 · Annotations

This part is handwritten.

05

Annotations

What I add in a notebook margin after the fact. Absolutely positioned, out of the flow and out of the accessibility tree: remove them and the layout does not move. They are centred here so they can be compared.

The arrow
The circled word
The margin note
The asterisk
The curved arrow
The task, ticked or not
The brace
The insertion mark
The wavy underline

The rules

Ink0.62. The same ink as the page, just lighter. A handwritten note has no colour of its own.
SizeA note fits on one line and never wraps. Its size follows the window width, and everything in it is expressed in em, so it grows as one piece.
PlacementAbsolutely positioned against the annotated element, with an offset expressed in em: above the top edge for the arrow, in the left margin for the margin note, on the name's line for the asterisk.
Interactionpointer-events: none, without exception. A note is not clickable and never blocks a link it covers.
06

Icons

Lucide, untouched. A 24 grid, a stroke of 2, rounded caps and joins. The geometry stays the library’s own, which is what guarantees that an icon added later sits properly beside the ten already here.

The site’s ten

Download, upload, file, image, settings, code, QR code, palette, experiment, link. The ink comes from currentColor: an icon takes the colour of the text it accompanies and follows the theme without being redrawn.

The three sizes

26px in a card or a button, 32px for a standalone action, 40px for a whole zone such as the file drop. The stroke scales with the drawing: it weighs 2.2px at 26px and 3.3px at 40px. Past that it turns into a mass, and a large format is handled with an image.

26 px
32 px
40 px
07

Motion

Anything not yet reached is transparent and sits a hair lower. Nothing is hidden without JavaScript, nor when the system asks for reduced motion.

0,6 s · cubic-bezier(0.16, 1, 0.3, 1)The entry curve. Fast off the mark, slow to settle.
0,85 remThe rise of an entering element. A heading set on its row does not rise: it can only reveal in place.
70 msThe offset between two neighbours entering together, up to the sixth. Past that, the last one would wait too long.
0,35 sThe paper fade, as a single layer rather than across its thousands of dots.
1,1 sThe smooth scroll duration (Lenis), on wheel and touch.
prefers-reduced-motionEverything above goes away. The page renders in its final state on the first paint, without exception.
08

UI Kit

Neumorphism is gone: a simulated relief assumes a light source, and paper has none. A solid shape, an outline, or nothing. State is carried by the colour of the border and the text.

Drop your file here or click to browse

Project card

A visual, a title, two lines. The border takes the colour on hover, nothing else moves.

Tool card

With no visual, the card comes down to its rule and its light background.

Context Tag Tag
09

Imagery

Raw photographs, tightly framed, unfiltered. Same radius and same rule as the blocks.

10

Applications

The system off the site. Each rendering is composed live, at the exact dimensions of the final file. They are mockups to rebuild, not exports.

Gumi

I hold the catalogue, the content and its distribution together.

pierre.gumi.ch

LinkedIn banner 1584 × 396 px
Gumi

pierre.gumi.ch

Business card, front 85 × 55 mm

Pierre Gumilar

E-commerce and product data

pierregumilar@gmail.com
linkedin.com/in/pierre-gumilar

Business card, back 85 × 55 mm
Gumi

Tools and experiments

Tools built out of curiosity, to bring ideas to life.

Share image 1200 × 630 px
Gumi
Avatar 400 × 400 px

What never changes

The screenIt keeps its 20 × 18px pitch in real pixels, whatever the size of the visual. A screen scaled with its frame is no longer the same material.
The inkIt rises to 0.13 off the site, against 0.04 on the page. A visual is looked at from a distance and often compressed: at 0.04 the screen disappears.
The logotypeAlways the supplied file, never retyped. It is the one place the brand's dot survives.
11

Assets

The logos and materials of the system, downloadable for visual adaptations.

Gumi Logotype

Wordmark

The main logo, for navigation and light backgrounds.

Gumi Logotype inversé

Reversed wordmark

For dark backgrounds and photographic visuals.

Gumi monogramme

Monogram

For tight spaces: avatars, favicons.

Motif de points Gumi

Dot pattern

The staggered 20 × 18px screen, radius from 3 to 7px growing towards the edges. 3200 × 500 export, transparent background.

Icon set

Lucide, under the ISC licence. The ten icons on this page come from it, and any icon added later has to come from it too: that is what keeps them all on the same grid.

Cedarville

The two typefaces

Urbanist and Cedarville Cursive, both under the SIL Open Font License, served as WOFF2 from the site.