The brand,
documented.
Logos, typography, color, voice. For press placements, referral partners, contracted contributors, and the occasional client team building co-branded material.
Macbach.
Single-word, custom-set Fraunces. Always lowercase except at the start of a sentence. Never stretched, outlined, or rotated.
Three families.
One voice.
Used for every H1 and H2, for display stats, and for italic emphasis lines paired with ink headlines. Variable font loaded from Google Fonts.
Body copy, navigation, buttons, form labels, eyebrow labels. Self-hosted or Google Fonts depending on surface.
Operational data. URLs, version numbers, timestamps, keyword difficulty scores. Never used for paragraph copy.
Cream, ink,
and navy.
Ten tokens. Every surface resolves to one of them. No ad-hoc hex values outside the system.
Five rules.
Enforced.
Every piece of Macbach copy, on the site, in emails, in client reports, in our strategic plans, gets written against these rules.
- Declarative over tentative.
- We say what we do and do not do. No hedging verbs. No corporate softening. A sentence that would work in a legal deposition is a sentence that works in the brand voice.
- Specific over abstract.
- Numbers, names, timelines. 'Twelve-week build with a Lighthouse 90 gate' beats 'fast, modern, high-quality'. If we can't say the specific thing, we won't say anything.
- Healthcare first, always.
- Every reference lands in a healthcare frame. Not 'businesses' or 'clients'. Practices, physicians, patients, practice owners. The vocabulary is a signal as much as the argument is.
- Real numbers or no numbers.
- We publish specific metrics (70 practices, 19 years, twelve to fifteen Architect seats) or we do not cite numbers at all. No rounded approximations designed to sound bigger, no aggregate statistics we cannot attribute.
- Methodology, not trend.
- We commit to an operating system, not the tactic of the quarter. The brand voice reflects durable positions. If a sentence reads like it could have been written in 2019 and in 2029, we wrote it right.
Permission granted
for honest use.
Press, partners, contributors, and referral partners may use the Macbach wordmark without explicit approval, as long as the usage is accurate and the voice is not misrepresented. Licensing for co-branded material, paid partnerships, or conference appearances is by request.