Jeff Jenx
Accuracy · Simplicity · Performance
01 · Brand Foundation

What Jeff Jenx is

A single-person LLC operating as a unified commercial storefront and creative studio. Products, consulting, and communities organized under one identity.

What it is

A single-person LLC operating as a unified commercial storefront and creative studio. Products, consulting, and communities organized under one identity.

What it is not

Not corporate. Not trendy. Not trying to look bigger than it is. Not sacrificing quality for speed. Not collecting your data.

Origin

"Jeff Jenx" is a compression of Jeffrey Jenkins into 8 characters — the maximum of a 1980s computer login. The name carries that constraint as a feature, not a limitation.

Promise

Everything released under this name is built with care, tested to work, and designed to last. Small output, high standard.

02 · Personality

Brand character

Confident without boasting. Technical without jargon. Direct without coldness. Writes like a person, not a press release.

Attributes
precise restrained technical direct not corporate not loud not decorative not rushed
Voice

Confident without boasting. Technical without jargon. Direct without coldness. Writes like a person, not a press release. Short sentences. No filler.

Reference brands

Apple (breathing room, product-forward), IBM (grid, system, structure), Nintendo (clean, powerful, joyful without being childish), Dieter Rams (function is the form).

03 · Mark System

Logomark

Filled square. No stroke, ever. Fill is the only shape. The [JJ] text string is the universal plain-text fallback.

Variants & scale
JJ Light
JJ Dark
JJ Accent
JJ JJ JJ
Scale
Filled square, no stroke, ever. Fill is the only shape.
Fill = surface foreground (black on light, white on dark). JJ = surface background. Always inverted.
Category accent replaces the fill color only. JJ remains the surface background color.
Sharp corners only. rx="0". No softening.
Logotype "Jeff Jenx" always in surface neutral — never takes accent color.
04 · Text Fallback System

Plain-text fallback

Used wherever images are unavailable — plain text browsers, markdown, README files, git history, screen readers, terminal output.

[JJ] Jeff Jenx
Brackets are structural notation, not decoration. They are the square mark expressed in ASCII.
Never replace brackets with parentheses, pipes, or other delimiters. [JJ] is the canonical form.
Category variant: [JJ] Jeff Jenx · GB Home — separator is a centered dot, not a dash.
05 · Color System

Color

Monochrome base. Category accents applied via data-category on any ancestor element. The brand reads black and white first. Color is signal, not wallpaper.

Base palette
JJ Black
#0a0a0a
Ink
#1a1a1a
Charcoal
#2a2a2a
Border
#3a3a3a
Muted
#888888
Silver
#c8c8c8
Smoke
#e8e8e8
JJ White
#f8f8f8
Category accents
GB Indigo · #7B5EA7
GB Home · handheld projects · purple-grey housing tint
gb
NES Red · #9B1C1C
NES Home · console projects · cartridge label maroon
nes
PS Blue · #107C10
PS Home · personal computer gaming · ps blue
ps
SHOP Gold · #C0A060
General shop · default category · unaffiliated products
shop
WEB Blue · #0066CC
consulting · technical services · development work
web
XBX Green · #107C10
XBX Home · personal computer gaming · xbox green
xbx
Accent appears on: mark fill, category label, nav indicator, card border-left, tag pill. Nowhere else.
New product lines get a new accent. Accent is derived from the real-world colors of that product's hardware or brand.
The brand reads black and white first. Color is signal, not wallpaper.
06 · Typography

Type system

Two weights only: 400 regular and 500 medium. Never bold (700) in brand contexts. Major Third ratio (×1.250).

Primary · Display + UI
IBM Plex Mono
Wordmark · headings · code · labels · UI elements · monogram
Secondary · Body
IBM Plex Sans
Long-form copy · product descriptions · prose · metadata
Future · Custom
JJ Mono & Sans (Phase 3+)
Fork of IBM Plex Mono & Sans with custom alternates — crossbar J, modified numerals, JJ-specific glyphs
Two weights only: 400 regular and 500 medium. Never bold (700) in brand contexts.
Tabular numbers enabled by default on all numeric UI elements via font-variant-numeric: tabular-nums.
Type scales from 8px bitmap-equivalent up to display — each step must be legible and intentional.
07 · Design Principles

Principles

Six principles that govern every design decision under this brand.

Progressive

Works with no CSS and no JS. Each layer above that is additive. The brand applies at every layer.

Earned

Every element must justify its presence. If it doesn't communicate, it doesn't ship.

Scalable

Designed at 8px. Comfortable at 16px. Spacious at 64px. One system, every resolution.

Private

Zero personal data collected or stored. Privacy is a design constraint, not a policy checkbox.

Modular

New product lines plug into the system via accent color. The framework never needs to change.

Honest

Sharp corners. No gradients. No shadows. No decoration. The work speaks for itself.