The Mill brand
A practical guide to how Mill looks, sounds, and shows up. Use these foundations to keep every touchpoint clear, recognizable, and unmistakably Mill.
01. Introduction
Mill is an AI creative superagent: one place to research, create, and move work forward across connected services. The brand should feel capable and expressive without getting in the way of the work.
Speak plainly, with confidence and momentum. Be warm and human, but never fluffy; be ambitious without making claims the product cannot support. Prefer concrete verbs, useful detail, and a little personality.
- Lead with what people can do.
- Keep explanations direct and approachable.
- Use “AI” to explain the capability, not as a substitute for describing the value.
03. Typography
Mill uses Stack Sans Notch for display and headline moments, paired with Stack Sans Text for reading and interface copy. Keep body text easy to scan and reserve the notched display face for clear hierarchy.
Make more with Mill.
Stack Sans Text — for paragraphs, labels, and the details that make the experience understandable.
04. Colors
Mill’s signature accent is a vivid red-orange. Pair it with a restrained range of warm darks and light neutrals so the accent stays intentional and legible.
--accent--max--mid--max-inverted05. Logo
Use the Mill mark and wordmark in their supplied forms. Preserve their proportions, give them breathing room, and choose a version with strong contrast against its background. Don’t stretch, recolor, or recreate the mark.
06. Mascot
The Mill mascot brings a little character to the product. Keep its silhouette and face proportions intact; use its expressions and movement to add warmth, not to distract from the task.