nwsly · BRAND GUIDELINES · 2026.05
nwsly.
Page 1 of 2 · Logo · Color · Type

# The brand is a wordmark, five colors,
and a type pair.

01 · Logo WORDMARK + PERIOD
nwsly.

The mark is "nwsly." set in DotGothic16 with a trailing period in Newsly Red (#D72F2F). The logo is always lowercase. The period is part of the mark — never optional, never colored differently. Minimum size: 80px wide for screen, 24mm for print. Clear space: 1× the height of the "n" on all sides.

DO · DARK BG
nwsly.
DO · LIGHT BG
nwsly.
DON'T · TILT
nwsly.
DON'T · CAPS
NWSLY.
DON'T · NO PERIOD
nwsly
DON'T · RECOLOR
nwsly.
DON'T · KERN
nwsly.
DON'T · SWAP FONT
nwsly.
02 · Color CHROME + DATA + SIGNAL
CHROME · NEUTRALS — the surfaces
VOID
#0A0A0A
PAPER
#12100D
SURFACE
#1A1714
HAIRLINE
#2E2820
INK
#FAFAFA
SIGNAL
#D72F2F

Signal Red appears in three places only: the period of the wordmark, the live tick on breaking news, and the corner ticks framing the app surface. Never on buttons, never on chrome elsewhere, never on illustration.

● BIAS SPECTRUM — data, not decoration · L → R
LEFT
#3B82F6
LEAN LEFT
#60A5FA
CENTER
#A3A3A3
LEAN RIGHT
#F87171
RIGHT
#EF4444

These five colors carry meaning. They appear on bias labels, source chips, and the WHY-sheet legend — never on buttons, backgrounds, or non-bias text. If you reach for #3B82F6 to color a CTA, stop.

03 · Typography GEIST · GEIST MONO · DOTGOTHIC16
The Fed Holds Steady
GEIST · 300/400/500/600/700

Headlines, body, UI. Sentence case in headlines; never headline-cased.

SOURCES · 5 · L → R
GEIST MONO · 400/500/600

Eyebrows, meta, chips, counters. Always uppercase, always tracked +0.12em.

03/03
DOTGOTHIC16 · DISPLAY ONLY

Numerals, counters, time-to-informed. Never body, never headlines.

hello@nwsly.co · nwsly.co · Brooklyn, NY BRAND GUIDELINES · v1.0 · 2026.05
nwsly · BRAND GUIDELINES · 2026.05
nwsly.
Page 2 of 2 · Bias-color meaning · Voice & tone

## The brand is also a posture.

04 · Bias-color meaning WHAT EACH COLOR LABELS
LEFT
#3B82F6 · e.g. Mother Jones, The Nation
Editorial position aligns with the progressive left on most issues; framing prioritizes structural critique.
LEAN LEFT
#60A5FA · e.g. NPR, WaPo, Guardian
News desk plays it straight; story selection and framing skew center-left.
CENTER
#A3A3A3 · e.g. AP, Reuters
Wire-service register. Source attribution heavy; opinion strictly fenced off.
LEAN RIGHT
#F87171 · e.g. WSJ news desk, NY Post
News desk plays it straight; opinion page and story framing skew center-right.
RIGHT
#EF4444 · e.g. Fox News, National Review
Editorial position aligns with the conservative right; framing prioritizes tradition, markets, and order.

Labels are our editorial judgment, informed by — not licensed from — AllSides, AdFontes, and MBFC. We publish our methodology at nwsly.co/methodology so readers can evaluate it. Labels are reviewed quarterly and on any meaningful editorial shift (acquisition, masthead change, factuality pattern).

05 · Voice & tone CONFIDENT · CLEAR · QUIET

Confident, not clever. Clear, not cute. We say less, not more. Headlines describe what happened — bias is communicated through the bias bar and source mix, not the headline. When sources disagree, we name it. We never apologize for being short; the five-minute promise is the product.

DO · CONFIDENT & SPECIFIC

"The Federal Reserve kept its benchmark rate at 4.25–4.50% for the fourth consecutive meeting."

DON'T · BREEZY & VAGUE

"Hey friend! 👋 Big day in the news today — Fed did its rates thing again 🚨"

DO · HEDGE HONESTLY

"Critics on both sides — those who wanted cuts now and those who fear premature easing — say the path remains data-dependent."

DON'T · EDITORIALIZE IN HEADLINES

"BREAKING: Powell's Devastating Decision Stuns Markets — You Won't Believe What Happens Next."

DO · TERMINATE THE RITUAL

"You're caught up. See you tomorrow."

DON'T · APOLOGIZE FOR FINITUDE

"That's all for today — check back tomorrow for more!"

hello@nwsly.co · nwsly.co · Brooklyn, NY BRAND GUIDELINES · v1.0 · 2026.05