Brand Identity Guidelines v2.0
We build behavioral websites.
Brand identity guidelines for Behavioralytics — websites engineered around how your visitors actually behave.
Backing pioneers in behavioral science.
Behavioralytics builds conversion-optimized websites using behavioral science and predictive visitor modeling.
We create synthetic profiles based on your real audience — how they think, browse, and buy — then engineer the entire experience around their behavior.
You can take the code and host it anywhere. Or run it on our platform, where it attracts your audience, adapts to each visitor's buying stage, and generates leads on autopilot.
Who We Serve
Marketing leaders at companies with 11–50 employees, 5+ years in operation, and at least $5k/month in marketing budget — who need more leads and a better website.
Behavioral Science
Rooted in how people actually think and act
Predictive Modeling
Synthetic profiles that mirror real visitors
Conversion Engineering
Every pixel optimized for lead generation
Adaptive Experience
Websites that respond to visitor buying stage
Data becomes insight. Insight becomes action.
orb-fi — The Left Side
We build the science.
The analytical minds. Solid, precise, unwavering. We decode human behavior, engineer predictive systems, and build the invisible architecture that makes websites understand their visitors.
Engineers
Building the infrastructure
Data Scientists
Mining behavioral patterns
Behavior Scientists
Understanding human psychology
ML Engineers
Training predictive models
liquid-particle — The Right Side
We craft the experience
Art and Strategy
The creative force. Adaptive, fluid, responsive. We shape visual identity, craft compelling narratives, and design the experiences that turn behavioral insights into conversion.
Designers
Crafting visual systems
Content Strategists
Shaping brand voice
SEO Specialists
Driving organic discovery
Creative Directors
Leading visual innovation
Together, we build behavioral websites.
Science meets creativity. Data meets design. Solid meets adaptive. That's what makes Behavioralytics different.
A reflexive logo system.
Our logo adapts to its context. In dark environments, it takes on an editorial, orbital character with solid metallic orbs. In light environments, the same orbital form is constructed from thousands of adaptive particles — reflexive, responsive, alive.
The orb symbol represents behavioral data points converging into insight — individual actions forming a cohesive, predictive model. The particle version embodies this literally: discrete points forming a unified whole.
Context Rules
Dark context = orbital/serif | Light context = bold/geometric
Minimum Size
Icon: 32px | With wordmark: 120px wide
Clear Space
Maintain 1x icon height of clear space on all sides
Logo Variants
orb-fi — Metallic Orbital Style
Playfair Display + orbital orbs with iridescent accents
liquid-particle — Adaptive Particle System
Outfit Black + adaptive particle orbs with iridescent accents
Size System
Small (32px)
Favicons, avatars
Medium (40px)
Navigation, headers
Large (56px)
Hero sections, splash
The Orb Brandmark
The orb cluster is the iconic brand symbol. It represents visitor data points converging into insight — individual behaviors forming a cohesive, predictive model.
The orbital rings suggest continuous analysis and the orbital paths of behavioral patterns. Iridescent accents represent the moments when behavioral patterns become actionable leads.
Usage
- App icon, favicon, and social media avatar
- Standalone symbol when wordmark is visible
- Decorative element in presentations
- Animated loading states
Where precision meets creativity.
A monochromatic foundation.
Built on a monochromatic foundation with carefully selected iridescent accents. Creates depth and sophistication while maintaining precision.
Usage Ratios
Primary Palette — Monochromatic Foundation (72% of compositions)
Obsidian
#0A0A0A
Graphite
#1A1A1A
Steel
#2D2D2D
Silver
#8A8A8A
Pearl
#C8C8C8
Cloud
#F2F2F2
Iridescent Accents — Target 28% for vibrant impact
Iris Blue
#A8B8E8
Iris Pink
#E8A8C8
Iris Teal
#68C8C8
Peach
#F0B8A0
Color in context
Reflexive Application
The same palette adapts to both dark and light contexts. The reflexive system ensures visual coherence across all brand touchpoints.
Obsidian
#0A0A0A
Graphite
#1A1A1A
Steel
#2D2D2D
Silver
#8A8A8A
Pearl
#C8C8C8
Cloud
#F2F2F2
orb-fi
Sophisticated depth
Primary darks dominate. Cloud and pearl text. Iridescent accents sparkle against the depth.
liquid-particle
Bold contrast
Cloud backgrounds. Obsidian headlines. Steel body text. Accents used sparingly.
We fund reflexive typography.
Our brand morphs between two cohesive personalities. Dark contexts feel editorial and bold. Light contexts feel geometric and experimental. Both are distinctly Behavioralytics.
orb-fi — Bold Serif + Italic Emphasis
Headline Typeface
Playfair Display
with italic emphasis
Bold editorial serif with italics on key words. Creates visual drama and sophistication — inspired by "We fund sci-fi companies."
Body Typeface
Inter
High-contrast sans-serif for maximum readability on dark backgrounds. Clean, neutral, and highly legible.
Example
We build conversion-driven websites.
Backing pioneers in behavioral science. We create experiences that convert visitors into customers.
liquid-particle — Geometric Bold + Monospace Accents
Headline Typeface
Outfit
Bold & Rounded
Rounded geometric sans-serif with thick strokes. Creates a bold, contemporary presence — inspired by Logotomia.
Accent / Secondary Typeface
Space Mono
Art and Experimentation
Thin monospace for elegant subheadings and labels. Creates contrast with the bold display headlines.
Example
Behavioralytics
Art and Experimentation
We create synthetic profiles based on your real audience — how they think, browse, and buy — then engineer the entire experience.
orb-fi
We fund sci-fi companies.
Bold serif with italic emphasis on key words
liquid-particle
Logotomia
Art and Experimentation
Rounded bold headlines, monospace accents
Three visual dialects.
Behavioralytics speaks through three distinct visual languages: orb-fi for dark, editorial contexts, liquid-particle for light, experimental contexts, and liquid-orb for immersive eye candy moments.
Metallic. Orbital. Editorial.
orb-fi
Chrome and silver metallic spheres with iridescent ring accents. Bold serif typography with italic emphasis. Dark, dramatic, sci-fi inspired.
Adaptive. Granular. Geometric.
liquid-particle
Thousands of fine particles forming orbital shapes. Bold geometric typography with monospace accents. Light, clean, experimental.
The fusion. Eye candy.
liquid-orb
Full-bleed visual art sections combining metallic orbs with particle aesthetics. Used as dramatic interludes throughout the brand experience.
Visual art as brand hallmark.
Every 2-4 content sections, we punctuate the experience with full-screen visual art interludes. These “eye candy” moments use the liquid-orb aesthetic to create breathing room and reinforce our artistic identity.
Each interlude features scroll-controlled 3D rotation, dramatic typography overlays with brand quotes, and parallax depth effects. They transform the brand guide from documentation into an immersive experience.
Placement Rules
- Place after every 2-4 informational sections
- Always include a meaningful brand quote
- Vary the variant (orbs, rings, cluster, minimal)
- Use minimal variant for closing/CTA moments
orbs
Central metallic sphere with iridescent orbital rings and surrounding glass bubbles
After major content sections to create visual breathing room
rings
Multiple iridescent rings at different angles surrounding a core sphere
To emphasize transformation and cyclical processes
cluster
Multiple metallic spheres and glass bubbles in an organic cluster arrangement
To represent data convergence and behavioral patterns
minimal
Single sphere with subtle accent ring on dark background
For closing moments and calls to action
Every interaction tells a story.
Call to Action — orb-fi
Buttons in darkness.
On dark backgrounds, CTAs use elegant italic serif typography with thin silver/white borders. Black and white only — no accent colors. The refined aesthetic matches the editorial sophistication.
Typography
Playfair Display Italic
Border
1px silver/60%, rounded-full
Icon
Right arrow with hover translate
Call to Action — liquid-particle
Buttons in light
On light backgrounds, CTAs use bold geometric shapes with uppercase monospace text. Accent colors are welcome here — angular forms and vibrant fills create experimental impact.
Typography
Space Mono, uppercase, tracking wide
Shape
Angular/rectangular or rounded-full
Icon
Arrow up-right in circle or inline
orb-fi
Work with Us→liquid-particle
We fund dark interfaces.
Editorial serif headlines create sophistication. High-contrast body text ensures readability. The brand feels refined and premium.
Website Hero
App Icon Concept
Dashboard Interface
orb-fi Example
Websites that understand your visitors.
We use behavioral science and predictive modeling to create experiences that convert. Every element is engineered around how your audience actually behaves.
See Case Studies→In the light
Art and Experimentation
Bold geometric headlines command attention. Muted body text stays unobtrusive. The brand feels confident and contemporary.
Editorial Layout
Behavioral Network
Brand Collateral
liquid-particle Example
Engineered for Conversion
Portfolio of Behavioralytics
Synthetic profiles built from real audience data. Websites that adapt to buying stages. Lead generation on autopilot.
Reflexive. Adaptive. Behavioral.
The Lead Leak Recovery Series
Stop losing leads to bad design
Three books that reveal why your website bleeds qualified leads—and exactly how to fix it. Built for marketing leaders who are done watching competitors win with inferior products. Each volume tackles a different layer of conversion science.
brain
you
cues
100 Psychological Reasons
Why Your Website Loses Leads
And How to Fix Each One
Volume 01 — liquid-particle
Brain Cues
100 Psychological Reasons Your Website Loses Leads
The scientific foundation. A comprehensive guide to understanding the psychological triggers that cause visitors to abandon your website—and precisely how to address each one.
Conversion
Psychology
How to Make People Click, Trust & Buy
Volume 02 — orb-fi
Conversion Psychology
How to Make People Click, Trust & Buy
The strategic depth. Master the art of persuasion through behavioral science—transform passive browsers into engaged customers through proven psychological frameworks.
Designing for
Decisions
How to Train Prospects to Do
Exactly What You Want
Volume 03 — liquid-orb
Designing for Decisions
How to Train Prospects to Do Exactly What You Want
The synthesis. Where science meets design—architect decision pathways that naturally guide users toward conversion through intentional UX patterns.
Brain Cues
The diagnostic. 100 reasons your site loses leads—and their fixes.
Conversion Psychology
The strategy. How to architect trust and trigger action.
Designing Decisions
The implementation. Training prospects to do what you want.
Interior Design — orb-fi
Inside Brain Cues
Every page is designed to demonstrate the principles it teaches—using visual hierarchy, strategic contrast, and the orb-fi aesthetic to guide your eye exactly where it needs to go.
Section Opener
Atmospheric section openers with floating orbs and italic emphasis
The Complete Toolkit — liquid-particle
What's inside the pages
Each volume is crafted with the same attention to detail as our digital experiences— designed not just to inform, but to transform how you approach conversion.
100+
Psychological Cues
Documented cognitive triggers
50+
Case Studies
Real-world results
200+
Design Patterns
Ready-to-implement UX
3
Visual Systems
Cohesive brand language
The complete conversion toolkit.
The rules of engagement.
Guidelines to maintain brand consistency and ensure all materials feel cohesive and premium.
Do
- Use orb-fi style (bold serif + italic emphasis) on dark backgrounds
- Use liquid-particle style (Outfit + Space Mono) on light backgrounds
- Lead with the monochromatic palette — accents are seasoning, not the dish
- Apply liquid metal and glass textures from the approved library
- Use liquid-orb eye candy sections as visual interludes every 2-4 sections
- Maintain the reflexive system — context dictates visual style
- Let negative space breathe — compositions should feel premium
Don't
- Mix orb-fi and liquid-particle styles in the same context
- Use liquid-particle style on dark or orb-fi style on light backgrounds
- Stretch, warp, or add effects to the wordmark or orb brandmark
- Use saturated colors outside the approved iridescent accent palette
- Skip eye candy sections — they are essential brand hallmarks
- Apply drop shadows, bevels, glows, or other dated effects
- Use generic stock photography — all imagery should feel crafted
Ready to build?
Start your brand journey
This living brand guide ensures every touchpoint feels distinctly Behavioralytics — whether in the dark or in the light.