The seed and the rings
Why Quidworth looks the way it does.
The name
A quid is a pound, said plainly - the way households actually talk about money. Worth is what a household builds with it, year after year. We write the name in lowercase because money talk here is meant to be calm, not shouted.
The seed
The emerald dot at the centre of our mark is the quid - the money you hold today. It appears exactly twice in the wordmark: as the dot of the i, and at the heart of the o. It is the only green we use, and it only ever marks money.
The rings
Wealth grows the way a tree grows - in rings, one year at a time, from a single seed. Each ring of the emblem is a further year of your plan. And each ring is left open, wider the further out it sits, because an honest forecast admits what it cannot know: the near years are close to certain, the far years are not. Our projections carry the same honesty in writing - see Understanding your projections. Every opening faces the same way: up and to the right, the direction a good plan points.
The construction
The emblem is drawn, not typed. Ring radii grow by the golden ratio - each ring is 1.618 times the last - and the openings grow by the same ratio (24°, 39°, 63°). When the site loads, the mark grows in the same order the product thinks: seed first, then each ring outward, once. Nothing spins, nothing loops.
The colours
Ink #0F1512
Almost-black with a breath of green - the colour of the numbers.
Paper #F4F6FB
A cool, calm ground. Plans are made on paper.
Quid #10B981
The one green. It marks money and nothing else.
Quid on ink #34D399
The same quid, brightened to hold its own on dark grounds.
The rules we keep
- No pound signs, no coins with letters, no arrows. The seed says it quietly.
- The green marks money and nothing else - never a button colour beside a warning, never decoration.
- The wordmark stays lowercase; the rings keep their 45° openings and are never rotated or closed.
- All three rings, always - never set the emblem so small that they blur (16 px is the floor).
In one line: plant a seed, grow it in rings, and be honest about the weather.