# Linear

> Generated by BrandSweets from the linear BrandDoc (v2, schema 1). Do not edit by hand.

## Identity

**Tagline:** The tool for building products.

**Mission:** Bring magic back to software.

**Sector:** developer tools / project management software

**Audience:** high-performance product and engineering teams

**Founded:** 2019

**Domain:** linear.app

**Guidelines:** https://linear.app/brand


Linear is a purpose-built tool for planning and building products. It streamlines issues, projects, and roadmaps for high-performance teams. The brand mirrors the product: fast, focused, and opinionated, with an almost achromatic visual world — deep near-black surfaces, crisp Inter typography, and a single indigo accent that does all the pointing.

### Values

- **Craft** — Quality of the tool shapes quality of the work. Sweat the details.
- **Focus** — Opinionated defaults over endless configuration.
- **Speed** — Momentum is a feature — in the product and the brand.

## Voice

**Tone:** focused, opinionated, calm, precise

### Do

- Say the one true thing and stop
- Be opinionated — Linear has a point of view about how software should be built
- Prefer concrete product nouns (issues, projects, cycles) over abstractions
- Keep it quiet and confident

### Don't

- Don't pad with adjectives or hedge
- Avoid enterprise jargon and buzzwords
- Never shout — the design does the emphasis

### Sample copy

- **changelog entry** _(notification)_: "Cycles now roll over unfinished work automatically." — `changelog-intro`
- **button** _(cta)_: "Start building" — `cta-button`
- **feature subhead** _(headline)_: "Issue tracking you'll actually enjoy using." — `feature-line`
- **hero headline** _(headline)_: "Linear is a purpose-built tool for planning and building products." — `hero-headline`

### Vocabulary

- **Preferred:** issues, projects, cycles, roadmap, teams
- **Avoided:** tickets, tasks, enterprise-grade, solutions
- **Cycle:** A time-boxed iteration; capitalized when naming the Linear feature.
- **Linear:** Always capitalized; the product, never 'linear' the adjective in brand copy.

## Colors

| Role | Name | Hex | Dark | Usage |
| --- | --- | --- | --- | --- |
| `primary` | — | `#5e6ad2` | `#8087d1` | The one accent — links, focus rings, selected states. Linear indigo. |
| `accent` | — | `#7170ff` | — | Brighter interactive indigo for hover/active on dark surfaces. |
| `surface` | — | `#f7f8f8` | `#08090a` | Light-mode background. Linear is dark-first: the brand-defining surface is the near-black dark value; lighter dark steps are elevated panels. |
| `text` | — | `#0d0e10` | `#f7f8f8` | Light-mode ink. In the brand-defining dark mode, text is near-white on the near-black surface; muted steps for secondary. |

### Scales

- **primary:** 50 `#f0f1fb`, 100 `#e2e4f6`, 200 `#c8ccee`, 300 `#a5abdf`, 400 `#8087d1`, 500 `#5e6ad2`, 600 `#4954b8`, 700 `#3c4596`, 800 `#333a79`, 900 `#2d3363`, 950 `#1c1f3d`
- **accent:** 50 `#f1f0ff`, 100 `#e6e4ff`, 200 `#d0ccff`, 300 `#b1aaff`, 400 `#9088ff`, 500 `#7170ff`, 600 `#5b4ff0`, 700 `#4a3dd1`, 800 `#3d34a8`, 900 `#353085`, 950 `#1f1b4d`
- **surface:** 50 `#f7f8f8`, 100 `#e6e6e7`, 200 `#c9cacc`, 300 `#a0a1a4`, 400 `#6f7075`, 500 `#4a4b50`, 600 `#3a3b3f`, 700 `#2c2d31`, 800 `#1f2023`, 900 `#141517`, 950 `#08090a`
- **text:** 50 `#f7f8f8`, 100 `#e6e6e7`, 200 `#d0d1d3`, 300 `#b4b5b8`, 400 `#8a8b90`, 500 `#6f7075`, 600 `#54555a`, 700 `#3f4044`, 800 `#2a2b2e`, 900 `#1a1b1d`, 950 `#0d0e10`

## Typography

### Families

#### Berkeley Mono `berkeley-mono`
- **Source:** licensed
- **Foundry:** Berkeley Graphics
- **Weights:** 400 Regular, 700 Bold
- **Fallback stack:** `"Berkeley Mono", ui-monospace, SFMono-Regular, monospace`
- **Licensing:** Berkeley Mono by Berkeley Graphics — commercial license for code/technical labels. Reference by name only; never rehosted.
- **License:** https://berkeleygraphics.com/typefaces/berkeley-mono/

#### Inter `inter`
- **Source:** google
- **Foundry:** Rasmus Andersson
- **Weights:** 400 Regular, 510 Medium (signature), 590 Semibold
- **Fallback stack:** `Inter, system-ui, sans-serif`
- **Licensing:** Inter (SIL OFL) — safe to self-host. Used as a variable font.
- **License:** https://github.com/rsms/inter/blob/master/LICENSE.txt
- **Usage:** The off-grid 510/590 weights (via the wght axis) are part of the signature look.
- **Feature settings:** `'cv01' on, 'ss03' on`
- **Variable axes:** wght 100–900 (def 400)

### Role assignments

- **display:** Inter (`inter`) — weights 510, 590 — Signature Medium 510 for hero lines; Semibold sparingly.
- **body:** Inter (`inter`) — weights 400, 510
- **mono:** Berkeley Mono (`berkeley-mono`)

### Scale

| Step | Size (rem) | Line height | Tracking (em) |
| --- | --- | --- | --- |
| xs | 0.75 | 1.5 | — |
| sm | 0.8125 | 1.5 | — |
| base | 0.9375 | 1.6 | — |
| lg | 1.3125 | 1.3 | — |
| xl | 1.75 | 1.2 | -0.012 |
| display | 3.5 | 1.05 | -0.022 |

## Logos

### primary
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3ELinear%3C%2Ftitle%3E%3Cpath%20d%3D%22M2.886%204.18A11.982%2011.982%200%200%201%2011.99%200C18.624%200%2024%205.376%2024%2012.009c0%203.64-1.62%206.903-4.18%209.105L2.887%204.18ZM1.817%205.626l16.556%2016.556c-.524.33-1.075.62-1.65.866L.951%207.277c.247-.575.537-1.126.866-1.65ZM.322%209.163l14.515%2014.515c-.71.172-1.443.282-2.195.322L0%2011.358a12%2012%200%200%201%20.322-2.195Zm-.17%204.862%209.823%209.824a12.02%2012.02%200%200%201-9.824-9.824Z%22%20fill%3D%22%235E6AD2%22%2F%3E%3C%2Fsvg%3E
- **Clearspace:** 0.5× mark-width — Clear space of half the mark width around the lockup.
- **Min size:** 88px w (screen)
- **Allowed backgrounds:** dark, light
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://linear.app

### mark
- **Formats:**
  - `svg` (64×64): brands/linear/mark.svg
- **Clearspace:** 0.5× mark-width
- **Min size:** 20px w (screen)
- **Allowed backgrounds:** any

### mono
- **Formats:**
  - `svg` (24×24): data:image/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%2024%2024%22%20role%3D%22img%22%3E%3Ctitle%3ELinear%3C%2Ftitle%3E%3Cpath%20d%3D%22M2.886%204.18A11.982%2011.982%200%200%201%2011.99%200C18.624%200%2024%205.376%2024%2012.009c0%203.64-1.62%206.903-4.18%209.105L2.887%204.18ZM1.817%205.626l16.556%2016.556c-.524.33-1.075.62-1.65.866L.951%207.277c.247-.575.537-1.126.866-1.65ZM.322%209.163l14.515%2014.515c-.71.172-1.443.282-2.195.322L0%2011.358a12%2012%200%200%201%20.322-2.195Zm-.17%204.862%209.823%209.824a12.02%2012.02%200%200%201-9.824-9.824Z%22%20fill%3D%22%23111111%22%2F%3E%3C%2Fsvg%3E
- **Clearspace:** 1× logo-height — Default clearspace of one logo-height on all sides (auto-seeded; refine after review).
- **Min size:** 24px w (screen)
- **Allowed backgrounds:** light, muted
- **Disallowed backgrounds:** dark
- **Notes:** Official monochrome mark from simple-icons (CC0 / public domain). Source: https://linear.app

### inverse
- **Formats:**
  - `svg` (360×96): brands/linear/logo-inverse.svg
- **Clearspace:** 0.5× mark-width
- **Min size:** 88px w (screen)
- **Allowed backgrounds:** light, muted

### favicon
- **Formats:**
  - `svg` (32×32): brands/linear/favicon.svg
  - `ico` (32×32): brands/linear/favicon.ico
- **Allowed backgrounds:** any

## Usage Rules

- **[MUST] Meet WCAG AA on dark** (accessibility) — Near-white text on the near-black surface must clear 4.5:1; muted text steps only for non-essential labels. `contrast-aa`
- **[MUST] Use the inverse lockup on dark** (logo) — On the brand near-black surface, always use the near-white inverse logo for legibility. `logo-inverse-on-dark`
- **[SHOULD] One accent, used sparingly** (color) — Indigo is the only chromatic color. Use it to point — links, focus, selection — not to fill large areas. `single-accent`
- **[SHOULD] Say it once** (voice) — Prefer a single declarative sentence. If a second sentence isn't load-bearing, cut it. `voice-brevity`

## Boards

- **Linear — Brand** — `cover` (`board-cover`)
- **Logo** — `logo-suite` (`board-logos`)
- **Color** — `color-system` (`board-colors`)
- **Typography** — `type-specimen` (`board-type`)
- **Voice** — `voice` (`board-voice`)
- **Social** — `social-mockups` (`board-social`)

## Resources

- Tokens (JSON): /b/linear/tokens.json
- Tokens (CSS): /b/linear/brand.css
- This document: /b/linear/brand.md
- MCP endpoint (public read): mcp.brandsweets.com/linear/mcp
- Agent integration guide: /agents.md