How Metaforms looks, sounds, and thinks.
Metaforms is an AI-powered research platform with the soul of a publication. These guidelines keep our identity considered and consistent — from the wordmark to the way the elephant holds its trunk.
We are a research company founded by a writer, so we hold ourselves to a writer's standards: every choice should feel deliberate, every surface should reward a second look.
Think of this site less as a rulebook and more as a house style — The New Yorker meets modern tech. Refined but warm. Smart but never corporate. Made in New York City.
Logos
The wordmark, the symbol, and the space they need to breathe.
Color
A deliberately narrow palette — white, ink, and one confident stroke of terracotta.
Typography
Serif headlines with something to say, tracked at -3%. A quiet sans for the body, and a handwritten face for the notes.
Voice & Tone
Writerly, observant, human. How Metaforms sounds when it speaks.
The Elephant
Our baby elephant, out in the world — unnamed, androgynous, and quiet. Fine lines, real places, one spot of color.
Iconography
Hand-drawn symbols for the ideas and moments that need a little more character.