The brand book. Locked on April 17, 2026 after a ten-iteration review with type, palette, voice, and semantic color system settled. Updated April 26 with trademark title variants. Maintained as a living document.
Sqyro is an AI paralegal for solo and small-firm attorneys. We are not a SaaS brand. We are a professional tool that treats lawyers as peers. Everything we write, design, and ship comes from these three words.
Every detail earns its place. No throwaway gradients, no stock SaaS patterns, no AI-slop filler. Feels like it was made by people who care, for people who notice.
Warmer than Harvey, less Scandinavian-distant than Legora, nothing like the dated Clio/MyCase generation. The lawyer at the other end is a person, not a "user."
Has a point of view. Picks sides (small firm over BigLaw). Picks fights (Harvey built AI for BigLaw. We built it for you.). Willing to look different from the category.
When a solo attorney lands on any Sqyro surface — marketing, product, email — the felt response should be "finally, someone built this for me." Recognition and quiet vindication, not hype. In the product, quiet competence and the felt sense of "this is faster than it has any right to be."
Every line earns its place by answering what does this do for the lawyer today? Spec sheets lose; outcomes win. If a headline could describe Clio or MyCase without changing a word, rewrite it.
If the page could run on a legaltech competitor's site without changing a pixel, it is wrong. Intentionality over restraint. Restraint over safety. Never safety by default.
Remove until the page feels too quiet — then add one bold, specific moment (an oversized number, a photograph, a typographic statement, a motion beat) that becomes the thing a lawyer screenshots.
No hype, no emoji, no founder-hero copy, no "transform your practice." Use real case counts, real citations, real opinions. Precision is the credibility.
Sqyro is the ally — a senior paralegal who never clocks out — not an AI marvel to be admired. Write and design to that relationship, not to the LLM underneath.
Direct, lawyerly-precise, occasionally wry. Never LinkedIn-corporate. Never founder-hero. Never over-explains. Treats the reader as a peer who bills $450/hr, not as a marketing lead.
If Clio or MyCase could swap their name in without changing a word, rewrite it.
"40 drafts/month" is a feature. "You leave at 5" is a benefit. Lead with the benefit.
If yes, cut it.
Every trademark title is a claim. The claim has to be earnable — specific enough that a lawyer reading it feels it is aimed at them, not at a generic law firm. These are the working statements, tested against the voice principles.
The current home hero at sqyro.com. Aspiration + democratization in one sentence — every attorney knows what BigLaw means. The ad version that drove the highest engagement. Italic on the first line per Tiempos Headline convention.
The claim is trust + category. "Most trusted" requires earning — we back it with 10.7M verified opinions, verified citations, SOC 2.
Reframes Sqyro as infrastructure — invisible to clients, indispensable to the lawyer.
Temporal framing — the regret is real for lawyers who fought a brief alone at midnight.
Signals audience hyper-precisely. "Answers their own phone" is code — solo or small firm, no assistant.
Triplet structure. Addresses the three fears: hallucination, attribution, ownership.
Adversarial positioning. Names the divide without naming competitors.
Benefit-first. The outcome is dinner at home. Sqyro runs the rest.
The type stack is real licensed Klim fonts (superfamily pairing) plus Geist Mono for data. Three families, five cuts total. No more, no less.
Newspaper-editorial gravitas. Kris Sowersby's modern transitional serif, drawn for display. Carries authority at 44-96px without going fashion-cosmetic.
Warmed Akzidenz-Grotesk. The warmest of the Swiss neo-grotesks. Pairs as a Klim superfamily with Tiempos — same foundry, same hand.
Vercel's free workhorse monospace. Used for data, receipts strips, labels, and tabular numerals. Fast to load, excellent at small sizes.
| Token | Size | Family | Weight | Line-height | Letter-spacing |
|---|---|---|---|---|---|
| --text-display-xl | clamp(48, 6.2vw, 86) | Tiempos | 400 | 1.04 | -0.022em |
| --text-display-l | clamp(32, 3.5vw, 52) | Tiempos | 400 | 1.1 | -0.018em |
| --text-display-m | clamp(24, 2.8vw, 36) | Tiempos | 400 | 1.25 | -0.012em |
| --text-body-l | 17 fixed | Söhne | 400 | 1.55 | 0 |
| --text-body | 15 fixed | Söhne | 400 | 1.55 | 0 |
| --text-small | 13 fixed | Söhne | 400 | 1.5 | 0 |
| --text-mono-m | 12 fixed | Geist Mono | 400 | 1.4 | 0.04em |
| --text-mono-s | 11 fixed | Geist Mono | 500 | — | 0.14em uppercase |
Three warm neutrals plus one signal color. Oxblood is the brand. It appears in roughly 10% of pixel weight — accents, CTAs, emphasis italics, link underlines. The other 90% is ink and paper.
| Pair | Use | Ratio |
|---|---|---|
| ink on paper | body text default | 14.4 : 1 ✓ |
| quiet on paper | sub / muted copy | 9.0 : 1 ✓ |
| signal-500 on paper | brand text, link, emphasis italic | 5.5 : 1 ✓ |
| signal-700 on paper | brand emphasis, icon | 11.9 : 1 ✓ |
| paper on signal-500 | primary CTA button | 5.5 : 1 ✓ |
| paper on ink | dark section body text | 14.4 : 1 ✓ |
Paper base. Warm-neutral grays. Each hue keyed to a meaning so scanning the app is instant. Oxblood for brand and CTAs only. True red reserved for danger. No tech-cyan, no AI-gradients.
Warm tint (hue 35–70°), chroma reduced at extremes so nothing reads as 'off.' Not a single pure black, not a single pure white.
OKLCH-based. Chroma drops at near-white and near-black so each scale reads perceptually uniform.
The conflict we flagged: if brand-red and danger-red blur, users lose the ability to see "urgent" at a glance. Here they are side-by-side. Oxblood is darker, more maroon, lower chroma. True red is brighter, higher chroma, signals urgency.
Ask naturally.
Sqyro runs the workflow.
Your filing deadline is in 3 days. USCIS backlog increased 18% this week.
Each app gets a distinctive mini-illustration. Multi-color, recognizable silhouette, memorable metaphor — so you can scan the dock without reading. The semantic hue is the base, but shape and accent do the real work. Preview-level sketches; real icons would come from your existing app-icons.tsx set.
Same chip shape, different hue = different meaning.
This is the scan test. Five different hues in one view. Each one telling you something at a glance without reading.
The hero declaration is Sqyro's single most important piece of copy. The live home hero plus three variants running as A/B tests across paid acquisition. Same palette, same type, same layout — only the line changes.
Current home hero. Aspiration and democratization. Every attorney knows what BigLaw means: depth of research, armies of associates, never losing a citation. This claims that capability at solo-firm prices. Matches the ad creative that drove highest engagement. Locked 2026-04-26.
Voice rationale. Reframes the purchase not as adding a tool but as catching up to peers. Status is a stronger purchase motive than aspiration for solo attorneys comparing themselves to established firms.
Voice rationale. Names competitors on purpose. Screenshottable, forwardable, creates a moment. Highest virality risk/reward of the three variants.
Voice rationale. Names the specific frustration of solo practice: being dragged out of lawyering into tool management. Lands hardest on traffic already annoyed with their current stack.
Patterns reused across landing and product. Each one carries the brand without shouting it.
Dense band of real evidence between narrative movements. Tabular mono numerals + Tiempos italic citation + memo timing. Reads like a reading-room terminal. Never render a loading spinner; fall back to last-known-good static.
Handled like a museum plate. Small mono label, short sentence in Tiempos Regular with italic emphasis. No gradients, no border glow, no CTA.
Drafts it. Cites it. Defends it. So you don't have to.
The Klim Web license covers a specific set of surfaces at a specific traffic tier. Staying inside these lines is a legal obligation and a cost control.
/a/paralegal, /a/biglaw, /a/admin.
.impeccable.md written as canonical design brief for Sqyro. Supersedes prior DESIGN.md aesthetic direction.