01 — Color
The palette
Every surface sits on one green hue. Text is a warm off-white stepped down through two sage grays. Gold is the only accent — used for links, CTAs, the mark, and selection. Never introduce a second accent hue.
Greens · surfaces
Text
Accent · gold
02 — Typography
Two families, strict roles
Instrument Serif
Regular · Italic
Display only: wordmark, book & page titles, section headings, pricing figures, and italic pull-quotes.
Plus Jakarta Sans
Light 300 · Regular 400 · Medium 500 · SemiBold 600
Everything functional: body copy, labels, buttons, nav, and metadata.
03 — Layout & shape
Spacing, radius, structure
Radius
Content widths
Section rhythm
- Vertical section padding: clamp(64px, 10vh, 104px)
- Hero padding: clamp(72px, 12vh, 128px)
- Card padding: clamp(28px, 5vw, 56px)
- Centered single column, flex, align-items:center
- Section separator: the 56×1px #2C4A38 rule
04 — The mark
The stacked signal
Three stacked diamonds — a signal relayed through layers. A nod to the Sub-Etha network of Douglas Adams’ Hitchhiker’s Guide.
- Stroke only, gold at ~50% opacity. Never filled.
- Two diamonds for inline back-links; three for hero.
- Extends to a tall spine column on book covers.
05 — Components
Core elements
Buttons · min-height 48px, radius 4px
Eyebrow label
About the Author
Inline link
Reach us at hello@subethapress.com
06 — Voice
How we sound
“No sponsors. No affiliate links. Just the tools, the workflows, and the uncomfortable truths.”
Blunt, practitioner-first
Written by people who use the tools daily, not journalists covering them.
Dry wit
Literary references (42, Sub-Etha) worn lightly, never explained to death.
Confidently independent
A boutique imprint that takes the craft seriously and owes nobody a favor.