The person, not the company
@danielwelsh_routiq
Daniel Welsh
Same ground as the company, same body type, same numbers. A different display face and a different accent, because a reader should know which brand is speaking from the headline alone.
Fetch https://labs.routiq.ai/brand-kit/daniel/BRAND.md and follow it exactly. Palette, type system, marks, voice and the claim gate. Don't improvise around it.
Or read it yourself: BRAND.md · Building for the company instead? that kit is here
00. The fork
One house, two voices.
Everything below the headline is shared. These two rows are the entire difference, and getting them wrong is the only way to make a piece look like the wrong brand.
01. Colors
Shared ground, own accent.
Indigo sits in the slot Clay holds for the company. Clay #C98B7A belongs to routiq., not to Daniel. Don't mix them, and don't reintroduce Energy #7d312d anywhere.
- Core#1a1c12
rgb 26, 28, 18
Primary text · dark backgrounds
- Cloud#ededeb
rgb 237, 237, 235
Backgrounds · light text on dark
- Indigo#1d2340
rgb 29, 35, 64
The founder accent. Markers · rules · founder sections
- Prompt#7ba2e0
rgb 123, 162, 224
CTAs · links · data points
- Blackberry#472424
rgb 71, 36, 36
Secondary dark · kickers
The five approved combinations
- @dw
- @dw
- @dw
- @dw
- @dw
- Cloud on Core
- Core on Cloud
- Cloud on Indigo
- Prompt on Core
- Indigo on Cloud
02. Typography
Raptor leads.
Raptor V3 is the personal display face and only the personal display face. Zodiak Black belongs to routiq. Never swap them. Everything below the headline is identical across both kits.
- Raptor V3 BlackHeadlines · covers · end cards
The system above vibe coding.
- Acid Grotesk LightEditorial body · prose · pull quotes
Vibe coding gets you a demo. The system is what closes the gap.
- Satoshi 300–700UI · labels · tags · chrome
SPEC · HARNESS · SHIP
- JetBrains MonoData & numbers · the handle · commits · dates
@danielwelsh_routiq · 9,354 commits · 58 repos
Raptor V3 and Acid Grotesk are licensed and on no free CDN. Inside Routiq repos they load as --font-raptor and --font-acid-grotesk. Agents who can't reach Raptor fall down its documented chain (Inter, then the system sans) rather than substituting another display face. Satoshi is free on Fontshare, JetBrains Mono on Google Fonts. Playfair Display 900 was the headline face until 2026-08-21 and is now retired here.
Headline emphasis. Never a text colour
The proof is a company.
The proof is a company.
The one place this kit diverges from the company's. routiq. whispers emphasis with italic. Raptor ships no italic cut, only Black 900 and Bold 700, so an italic here is a browser-faked slant and a synthesised oblique is not a brand asset. Weight is the whisper instead. Stroke value: inset 0 -0.16em 0 0 rgba(29,35,64,0.85)
03. Marks
There is no personal logo.
And one should not be invented. No “DW” monogram, no signature mark. Three things stand in for one.
The handle
@danielwelsh_routiq, JetBrains Mono, 500–600, tight tracking. Underscore between the name and routiq, never trailing. It is data, not a wordmark. Never set it in Raptor.
The routiq. logo
A real SVG from the company kit, small, as a credential. It never becomes the headline, and it is never typed in a font.
The indigo rule
A 1–2px indigo hairline above founder sections, decks and email signatures. Cheapest way to signal the person is speaking.
04. The terminal exception
The books run their own system.
danielwelsh.sh and The 80% Wall are a documented exception, not a licence to freestyle. The contrast between machine and human is the point.
$ cat 80-percent-wall.md
80% is not a milestone. It's a place. People live here.
Full spec: docs/personal-brand/BOOK-DESIGN-GUIDE.md
05. The rules
The claim gate, and the short list.
Always
- Raptor V3 Black headlines · Acid Light body · Satoshi UI · JetBrains numbers
- Indigo #1d2340 as the accent. Never Clay
- @danielwelsh_routiq, underscore between, set in mono
- Every number is one you can show. Visible commits, shipped repos, live customers
- Modelled figures labelled as modelled
- Lead with the thing, not the keyword. One idea per piece
- routiq. small, as a real SVG, as proof
Never
- Zodiak here. It's the company's face, not this one's
- Clay #C98B7A, or Energy #7d312d
- A DW monogram, or the handle set in Raptor
- An italic Raptor headline. There is no italic cut, only a faked slant
- Hours claims, or “I built X in Y days” without the receipt
- “Vibe coder” as an address term. It repels the reader
- “Vertical AI agents in regulated industries” · “3 circles of expertise”
- Em dashes. Full stops instead