The MoiToi.TECH brand system.

The Baltic instrument: charts, harbours and instrument panels, without nautical kitsch — no ropes, wheels or anchors. The headline on the homepage — Systems that meet the real world. — is the positioning line; the sentence above is the company line, used wherever MoiToi introduces itself — LinkedIn, decks, proposal covers.

Principles

Specific beats decorated

Persuasion comes from checkable detail — a coordinate, a commit count, a named harbour — never from ornament.

One live fact

Signal Orange marks the single live thing in a composition and is spent on no more than 2% of the surface.

Mono means data

IBM Plex Mono marks text that is data — dates, statuses, coordinates, stack lists. It is never texture.

Hairlines organise, nothing decorates

A 1px rule separates real information. No drop shadows, no gradients, no rounded cards.

Status is stated honestly

A pilot is a pilot. A prototype is not traction. An unverified fact is visibly marked or omitted.

Writing the name

• — Write MoiToi.TECH — capital M, capital T, the period, TECH in capitals.
• — In running prose after first mention, MoiToi is fine. Never MOITOI, Moitoi or Moi Toi.
• — MoiToi OÜ is the legal entity: invoices, contracts, the footer. Not a display name.
• — The wordmark sets MOITOI in capitals; that is a property of the logo, not of the name.

Compact mark

MT and the signal point on a Navy tile — the favicon since the brand system shipped. Use it where the wordmark would be smaller than its minimum: avatars, app icons, browser tabs.

Clear space and minimum size

Wordmark minimum

100px wide on screen (the site's footer sets it at 105px); 25mm in print.

100px

Mark minimum

16px on screen — the favicon. 24px or more anywhere it is not a favicon.

Proportions

Ink is 5.15 × 0.75 times the MOITOI size; clear space is 0.42.

Backgrounds

• — Primary (Navy + Signal) on Ice, Coastal Fog or white.
• — Reverse (Ice + Signal) on Baltic Navy or a dark photograph with a calm area.
• — Monochrome Navy or Ice when only one colour can be printed or embroidered, or the background would fight Signal Orange.

Incorrect use

MOITOI.TECH

Hierarchy

Contrast, as painted

WCAG 2 ratios for every pairing the site uses, computed from the same values. Signal Orange itself is 3.19:1 on Ice — right for the point, a border or display type, too light for a label. Small Signal text is set in Signal Ink, and text on a Signal fill in Navy, so every text pair clears AA in both themes.

Calls to action

Primary is Navy on a 2px Signal underline — one per view. Secondary sits on a hairline. Boxed is kept for a committing action such as booking, and fills Signal on hover. All are links styled as text: no pills, no gradients, no icons.

Panels and status

Data and code

GET https://moitoi.tech/api/brand.json

{
  "name": "MoiToi.TECH",
  "tagline": "We build useful technology systems.",
  "colors": { "palette": [ { "token": "signal", "light": { "hex": "#f05a3c" } }, … ] },
  "logo": { "primary": { "onLight": "…/brand/moitoi-tech-primary.svg" } }
}

Code, endpoints and values sit in Plex Mono on a Fog panel. Inline data — a coordinate, a date, a stack list — is mono in Sounding Blue: 59°14′N 25°43′E · since 2026.

Rules

radius

0 everywhere. The only round thing is the signal point (and status dots). Focus rings keep a 1px corner.

borders

1px Fog hairline for structure; 2px Signal Orange only for the primary CTA and the flagship project rule.

shadows

None.

spacing

Tailwind's 4px scale. Sections are 64px (mobile) / 96px (desktop) of vertical padding, separated by one hairline. Content sits in one measured column with a 9–12rem mono label gutter.

layout

Max width 92rem, 16px side gutter on phones, 24px from 640px; the left 11–13rem clears the fixed section rail on wide screens.

icons

No icon set. The vocabulary is the signal point, a Sounding status dot, an em-dash list marker and mono labels. If a pictogram is unavoidable, use a 1.5px-stroke outline in Sounding at text size — never filled, never coloured Signal.

motion

The signal point may pulse once when a state appears, then settle. Nothing loops. Nothing moves under reduced motion.

themes

Light and dark follow prefers-color-scheme. There is no toggle.

Spacing

The signal point

The live wordmark component and the point on its own. One per composition, marking the single live fact. It may pulse once when a state appears; it never loops.

Technically credible

Name the mechanism. “A Go bridge into a Victron Cerbo GX over MQTT,” not “smart IoT integration.”

Concise

One claim per sentence. Cut the adjective if the noun already says it.

Curious

Start from the operation and the people in it, not from the technology.

Pragmatic

Say what it costs, how long it takes and what is out of scope.

No corporate filler

No synergy, no solutions, no “leveraging”, no “end-to-end digital transformation”.

No inflated AI claims

AI accelerates implementation. Andres owns architecture, testing and production. Say so in that order.

No prototype-as-traction

Pilot, in development, live: use the status the thing actually has. No user counts that are not checkable.

Explain what was built

Problem, system, my part. Show the thing, then let it be judged.

MoiToi says / MoiToi doesn’t say

Mechanics

• — British English: harbour, optimise, programme (but “program” for software).
• — Sentence case for headings. Mono labels in capitals, by CSS, not by typing them.
• — First person singular on the personal site (“I build”); first person plural for the company line (“We build useful technology systems”).
• — Numbers as numerals when they are data: 5 days, 206 commits, €1,500, 30 minutes.
• — Curly quotes and apostrophes, en-dash for ranges (2021–2026), em-dash for asides.
• — Exclamation marks: none.

• moitoi.tech/api/brand.jsonThe brand system, structured
• moitoi.tech/llms.txtThe practice in prose, with a pointer here
• moitoi.tech/api/profile.jsonFacts about the work — the only facts to use