ADR-0018: Devonshire Digital LLC Color Palette Finalized¶
Status¶
approved — ratified by the Founder on 2026-07-30.
Date¶
2026-07-30
Context¶
docs/company/brand-assets.md records the "D" mark, its navy
(#0D1B2A), and the Montserrat/Inter typography selection as approved, but flags "Still open:
Color palette beyond the single reconciled navy is not yet decided." An extended palette —
covering raised surfaces, secondary text, a sparing accent, and a semantic success color — was
proposed and reviewed with the Founder in a 2026-07-30 session (a portfolio-wide brand-review
artifact comparing all three Devonshire Digital ventures). The Founder accepted the proposal as
presented, closing this open item.
Decision¶
The following colors are approved as Devonshire Digital LLC's brand palette, extending (not replacing) the already-approved navy:
| Token | Value | Role |
|---|---|---|
| Navy | #0D1B2A |
Primary ground (already approved — unchanged) |
| Navy 800 | #16283B |
Raised surfaces / cards on navy |
| Slate | #7C8798 |
Secondary text, rules, muted UI |
| Brass | #B08D57 |
Sparing accent only — seals, dividers, an "approved document" stamp motif; never a fill |
| Ivory | #F2EFE9 |
Text on navy; light-mode paper ground |
| Muted sage | #8FA98B |
Semantic success — deliberately desaturated so it never reads as a competing brand color |
Typography (Montserrat Medium for wordmark/headings, Montserrat Regular for captions, Inter Regular for body/print) was already approved 2026-07-11 and is unchanged by this decision.
Consequences¶
- Closes the "Still open" item in
docs/company/brand-assets.md; real collateral (letterhead, ADR/document templates, the docs site) can now use a complete palette instead of navy alone. - Keeps the palette deliberately restrained — one accent (brass), one semantic color — consistent
with Devonshire Digital LLC's role as an understated parent entity that should not visually
compete with its ventures' brands, per
brand-architecture.md. - Brass is scoped narrowly (accent only, never a fill) specifically to prevent it from becoming a second dominant color that erodes the navy-led, restrained feel this palette is meant to convey.
Alternatives Considered¶
- Leave the palette as navy-only. Rejected as too restrictive for real collateral (a single-color palette cannot express secondary text, surfaces, or semantic states without improvising off-brand values ad hoc).
- A brighter, more saturated accent color. Rejected in favor of the muted brass — the parent entity's role calls for restraint, not a color that draws attention away from ventures' own brands.
Follow-up Actions¶
- Update
docs/company/brand-assets.md's "Still open" section and asset register to reflect this decision (done as part of this same change).