Gevell — brand handoff
Master company brand for Strategic Habits Consulting, LLC (currently dba TheAccessible.Org), replacing the TheAccessible.Org name. Finalized September 2026.
The name
- Gevell — from Welsh gefell, “twin” (Welsh f = /v/; the spelling is a phonetic anglicization).
- Two readings, both used in marketing: the founders are twins (Laura Hopkins, Chief Accessibility Officer; Larry Anglin, CTO — 50/50 owners), and the product produces a twin — an accessible version that carries the same meaning through a different channel.
- Pronunciation: house pronunciation GEV-ell (“rhymes with level”, hard G). Left unguided, English readers will stress the second syllable (guh-VELL), following Novell / Purell / Excel. Either is acceptable.
- Domain: gevell.com (was unregistered at time of writing). gefell.com is registered by someone else, dormant website, live MX. Do not plan around it.
The line
- Primary: Every document deserves a twin.
- Alternates: Nothing is published until both can read it. · Two founders. Two versions. One standard. · Accessibility, in pairs. · Equal by design (search before use — common phrase).
- Product verb: the output is the twin; the button is Create twin; status Twinned; methodology the Twin Standard.
Naming architecture
Gevell (company) → Gevell Audit (WCAG scanning, ACR/VPAT) · Gevell Documents (PDF/Word remediation, PDF/UA) ·
Gevell Report Card (portfolio scoring) · Gevell Tags (tag management) · Gevell Links.
Superseded 2026-09-07 by the 1:1 “Gevell
Identity
- Mark — the Seam. One disc split into two identical halves by a transparent S-curve seam, tilted −18°. Upper/left half ISA blue #003DA5, lower/right half green #046307. The seam is real negative space in every file.
- Wordmark. Custom monoline caps, 20-unit stroke on 100-unit cap height, tracked +0.10em. G E V E in text colour; first L primary blue, second L green (light blue / light green on dark grounds).
- Lockup. Mark height = wordmark cap height × 1.6; gap = 0.45 × mark height. Clear space = ¼ mark height on all sides. Minimum: mark 16 px / 5 mm; lockup 120 px / 30 mm wide. Below 20 px use favicon.svg (seam 6 units).
- On blue or green grounds use the one-colour reversed mark (bone). Never the two-colour mark on its own colours (1.26:1 between them). Blue and green never sit directly on each other anywhere; they meet across bone or ink.
- Type. Archivo 500/600/700 (display) · Public Sans 400/500/600 (body — the USWDS face, chosen because the customers are government and higher ed) · JetBrains Mono 400/500. Load with next/font/google.
- Radius control 6 · chip 999 · card 12 · large card 14 · panel 16 · app icon 24%.
- Shadows sm
0 1px 2px rgba(14,17,22,.06)· md0 10px 24px -12px rgba(14,17,22,.45)· lg0 22px 36px -24px rgba(14,17,22,.6)· inset highlightinset 0 1px 0 rgba(255,255,255,.08). - Gradients (tiles, hero grounds, rules only — never behind text): brandBlue
135deg #8CB8FF→#1F4FBF· brandGreen135deg #A6EAA8→#046307· rule90deg #003DA5 50%, #046307 50%. - Focus ring 3px solid #046307, 3px offset (light); #5CCB60 (dark).
- Icons outlined, 2px stroke, round caps/joins, 24px grid, currentColor. Lucide is a drop-in match.
- Don’t rotate the mark; remove/thin/recolour the seam; stretch, outline or add effects; use any 50–300 step as text on light; put gradients behind text.
Contrast gate
Every text-capable token is measured in gevell-tokens.json (full matrix) and summarized below. Known edges:
accent-400 #2F8F3A fails on white (4.11) — graphics only; neutral-500 #6B7686 passes on white (4.60) but fails on
near-black, so textFaint becomes #77808F in dark mode.
Tokens (copy-paste)
{ "brand": { "name": "Gevell", "brandBlue": "#003DA5", "replaces": "#054fb9", "brandGreen": "#046307", "note": "primary.500 is ISA blue, the interactive default on white; 600 hover; 700 active. In dark mode use primary.300 (hover 200, active 100)." }, "color": { "primary": { "50": "#EEF4FE", "100": "#DBE7FD", "200": "#9EC2FF", "300": "#6FA3F5", "400": "#2F63C4", "500": "#003DA5", "600": "#00338A", "700": "#002970", "800": "#001F54", "900": "#00163B", "950": "#000D24" }, "accent": { "50": "#EEF9EE", "100": "#D9F2D9", "200": "#B2E6B4", "300": "#5CCB60", "400": "#2F8F3A", "500": "#046307", "600": "#035306", "700": "#034505", "800": "#023304", "900": "#012503", "950": "#011602" }, "neutral": { "50": "#F5F6F8", "100": "#ECEEF2", "200": "#D9DDE4", "300": "#B9BEC8", "400": "#8A94A6", "500": "#6B7686", "600": "#4A5464", "700": "#3A424E", "800": "#2A313C", "900": "#161B23", "950": "#0E1116" }, "bone": "#F7F5F1", "ink": "#0E1116", "white": "#FFFFFF", "semantic": { "success": { "DEFAULT": "#1B7A3E", "bg": "#E3F1E3", "dark": "#5CCB60", "darkBg": "#12281A" }, "warning": { "DEFAULT": "#A24A00", "bg": "#FBEADC", "dark": "#F0862E", "darkBg": "#2C1B0C" }, "error": { "DEFAULT": "#B3261E", "bg": "#FBE4E2", "dark": "#F28B84", "darkBg": "#33110F" }, "info": { "DEFAULT": "#003DA5", "bg": "#E4ECFB", "dark": "#6FA3F5", "darkBg": "#15233C" } }, "surfaces": { "light": { "background": "#F7F5F1", "surface": "#FFFFFF", "surfaceRaised": "#FFFFFF", "border": "#E3DED6", "text": "#0E1116", "textMuted": "#4A5464", "textFaint": "#6B7686" }, "dark": { "background": "#0E1116", "surface": "#161B23", "surfaceRaised": "#1D2330", "border": "#2A313C", "text": "#F7F5F1", "textMuted": "#8A94A6", "textFaint": "#77808F" } }, "interactive": { "light": { "default": "#003DA5", "hover": "#00338A", "active": "#002970", "focusRing": "#046307", "onPrimary": "#F7F5F1" }, "dark": { "default": "#6FA3F5", "hover": "#9EC2FF", "active": "#DBE7FD", "focusRing": "#5CCB60", "onPrimary": "#0E1116" } } }, "contrastTextCapable": { "primary": { "50": { "hex": "#EEF4FE", "onWhite": "1.1 fail", "onNearBlack": "17.12 AAA" }, "100": { "hex": "#DBE7FD", "onWhite": "1.25 fail", "onNearBlack": "15.18 AAA" }, "200": { "hex": "#9EC2FF", "onWhite": "1.81 fail", "onNearBlack": "10.46 AAA" }, "300": { "hex": "#6FA3F5", "onWhite": "2.55 fail", "onNearBlack": "7.41 AAA" }, "400": { "hex": "#2F63C4", "onWhite": "5.67 AA", "onNearBlack": "3.33 AA-large" }, "500": { "hex": "#003DA5", "onWhite": "9.5 AAA", "onNearBlack": "1.99 fail" }, "600": { "hex": "#00338A", "onWhite": "11.41 AAA", "onNearBlack": "1.66 fail" }, "700": { "hex": "#002970", "onWhite": "13.54 AAA", "onNearBlack": "1.4 fail" }, "800": { "hex": "#001F54", "onWhite": "15.86 AAA", "onNearBlack": "1.19 fail" }, "900": { "hex": "#00163B", "onWhite": "17.83 AAA", "onNearBlack": "1.06 fail" }, "950": { "hex": "#000D24", "onWhite": "19.39 AAA", "onNearBlack": "1.03 fail" } }, "accent": { "50": { "hex": "#EEF9EE", "onWhite": "1.08 fail", "onNearBlack": "17.49 AAA" }, "100": { "hex": "#D9F2D9", "onWhite": "1.19 fail", "onNearBlack": "15.9 AAA" }, "200": { "hex": "#B2E6B4", "onWhite": "1.41 fail", "onNearBlack": "13.39 AAA" }, "300": { "hex": "#5CCB60", "onWhite": "2.07 fail", "onNearBlack": "9.16 AAA" }, "400": { "hex": "#2F8F3A", "onWhite": "4.11 AA-large", "onNearBlack": "4.6 AA" }, "500": { "hex": "#046307", "onWhite": "7.52 AAA", "onNearBlack": "2.52 fail" }, "600": { "hex": "#035306", "onWhite": "9.36 AAA", "onNearBlack": "2.02 fail" }, "700": { "hex": "#034505", "onWhite": "11.31 AAA", "onNearBlack": "1.67 fail" }, "800": { "hex": "#023304", "onWhite": "14.21 AAA", "onNearBlack": "1.33 fail" }, "900": { "hex": "#012503", "onWhite": "16.57 AAA", "onNearBlack": "1.14 fail" }, "950": { "hex": "#011602", "onWhite": "18.8 AAA", "onNearBlack": "1.01 fail" } }, "neutral": { "50": { "hex": "#F5F6F8", "onWhite": "1.08 fail", "onNearBlack": "17.49 AAA" }, "100": { "hex": "#ECEEF2", "onWhite": "1.16 fail", "onNearBlack": "16.28 AAA" }, "200": { "hex": "#D9DDE4", "onWhite": "1.36 fail", "onNearBlack": "13.88 AAA" }, "300": { "hex": "#B9BEC8", "onWhite": "1.86 fail", "onNearBlack": "10.14 AAA" }, "400": { "hex": "#8A94A6", "onWhite": "3.06 AA-large", "onNearBlack": "6.18 AA" }, "500": { "hex": "#6B7686", "onWhite": "4.6 AA", "onNearBlack": "4.11 AA-large" }, "600": { "hex": "#4A5464", "onWhite": "7.65 AAA", "onNearBlack": "2.47 fail" }, "700": { "hex": "#3A424E", "onWhite": "10.15 AAA", "onNearBlack": "1.86 fail" }, "800": { "hex": "#2A313C", "onWhite": "13.1 AAA", "onNearBlack": "1.44 fail" }, "900": { "hex": "#161B23", "onWhite": "17.28 AAA", "onNearBlack": "1.09 fail" }, "950": { "hex": "#0E1116", "onWhite": "18.91 AAA", "onNearBlack": "1.0 fail" } }, "semantic": { "success": { "light": "5.38 on white AA", "dark": "9.16 on near-black AAA" }, "warning": { "light": "5.97 on white AA", "dark": "7.34 on near-black AAA" }, "error": { "light": "6.54 on white AA", "dark": "7.93 on near-black AAA" }, "info": { "light": "9.5 on white AAA", "dark": "7.41 on near-black AAA" } }, "surfaceText": { "light": { "text": "18.91 AAA", "textMuted": "7.65 AAA", "textFaint": "4.6 AA" }, "dark": { "text": "17.37 AAA", "textMuted": "6.18 AA", "textFaint": "4.74 AA" } } }, "typography": { "display": { "family": "Archivo", "weights": [ 500, 600, 700 ], "source": "Google Fonts via next/font/google (self-hosted at build)", "letterSpacing": { "headings": "-0.01em", "wordmarkCaps": "0.10em" } }, "body": { "family": "Public Sans", "weights": [ 400, 500, 600 ], "source": "Google Fonts via next/font/google (self-hosted at build)" }, "mono": { "family": "JetBrains Mono", "weights": [ 400, 500 ], "source": "Google Fonts via next/font/google (self-hosted at build)" }, "fallbacks": { "display": "\"Helvetica Neue\", Arial, sans-serif", "body": "\"Helvetica Neue\", Arial, sans-serif", "mono": "ui-monospace, SFMono-Regular, Menlo, monospace" }, "scale": { "display": "clamp(38px, 5.2vw, 62px)/1.05", "h1": "32px/1.2", "h2": "24px/1.25", "h3": "20px/1.3", "h4": "17px/1.3", "body": "16px/1.6", "small": "14px/1.5", "label": "12px/1 uppercase 0.18em", "mono": "14px/1.55" }, "changedFrom": "DM Serif Display + Inter" }}Files
gevell-tokens.json— full design tokens with complete contrast matrix.export/— developer assets: logo.png / logo-dark.png (2731×512, transparent), logo.svg / logo-dark.svg, mark.svg + mark-512.png (and -dark), mark-mono.svg, mark-reversed.svg, favicon.svg / .png (32) / .ico (16/32/48), apple-touch-icon.png (180), og-image.png (1200×630 — rendered in a fallback face; re-renderog-template.htmlwith Archivo loaded, e.g. in a Next.js ImageResponse route), andbuild-tokens-and-assets.py, which regenerates everything from the vector source.brand-kit/— the brand kit page (also published as a Claude artifact) and its SVG/PNG set.site/gevell-site.html— example one-page marketing site (single file, static).docs/— SLA draft for the PDF platform; the v0 brand book from the burnt-orange round, kept for history.explorations/— logo option sheets, refined marks in each palette tried (burnt orange, #914200, turquoise, teal #0D7F83, emerald, #046307), wordmark L-colour studies, contrast strips, and the swag sheet.audio/— synthesized pronunciation (formant synth; phonetics right, voice robotic) and the synth script.
Decisions log
Palette went burnt orange → turquoise → teal #0D7F83 → #914200 → emerald → #046307 (final). Mark chosen: the Seam (over Tapered Pair, Gemini, Double-bar G, Same Shape). Wordmark: all caps, L1 blue, L2 green. Rejected domains: lalalabs.pro (Lalalab photo app on lalalab.com; “la la la” connotation), lalasolutions.net/.pro (LALA Solutions LLC, an active government contractor, owns the .com).