# How we think: Pure stands straight. Func swings.

Everything here comes from one idea: be completely dependable where it matters, and bring some life everywhere else. This is how that idea shapes the name, the logo, this site and the work we do for you.

## The name

In programming, a pure function always gives the same result for the same input and never changes anything behind your back. That is the half of the promise you can count on: a written plan, predictable delivery, and code your next engineer can read.

Func is the other half: speed, taste, and a bit of play in how things look and feel.

- Pure: planned, tested, yours.
- Func: fast, bold, shipped.

## The mark

The wordmark is drawn, not typed. “pure” stands straight. “func” leans 12°, as if it is already moving. The f’s crossbar sits lower than usual, at 82% of the letter height, and its arm reaches toward the u without touching it. The symbol is just the p and the f.

## One coin, two faces

The texture behind the homepage is a single coin: engraved rings on the pure side and the same rings swinging on the func side, meeting in the middle. It is the whole brand in one object.

## One key

Our symbol lives on a single keycap, the thing you press to start something. We use it sparingly: in the hero, on the last step of a project, and next to the question at the end of the homepage.

## Color with a job

Big areas stay calm: paper, ink and two soft tints. The loud colors are for what you can act on or should notice, like buttons and highlights. That is why the page feels calm and the buttons are obvious.

- Paper (#EEEDE8): The page
- Ink (#121316): Type and dark panels
- Pale lime (#E3EEB4): Calm sections
- Pale pink (#F3D8E3): Calm sections
- Lime (#C8F031): Actions and highlights
- Magenta (#FF3EA5): The one thing to notice

## Two typefaces

Hubot Sans, narrowed and heavy, for headlines that feel built rather than typed. Monaspace Krypton, a monospace, for small notes. Both are free fonts, served from this site.

## What we design against

AI can produce a decent-looking site in minutes, and that is the problem: they all look alike. These are the defaults we avoid on purpose.

- Gradient text and glowing blobs
- Sparkle “AI-powered” badges
- Grids of identical icon cards
- Small all-caps labels above every heading
- Everything centered, with one button whose arrow wiggles
- Copy that could describe any company

## How this site was built

AI did a lot of the typing. Every decision you can see was made by a person.

- Seven rounds of design, each rendered on the real page and critiqued before anyone saw it
- A logo constructed from letter outlines: the p stands straight, the f swings 12°
- Keycap and texture renders made in 3D and shipped as small images, with no live 3D
- Prerendered static pages: nothing to hack and nothing to pay for per visitor
- Readable by AI: llms.txt, a Markdown version of every page, structured data, and a contact form an AI assistant can fill in for you