Software shouldn’t suck.
It should do the thing you came for, without a maze of menus, unnecessary steps or nonsense. The complexity is ours to deal with. You should get a product that makes sense.
Pragmatic Builders Ltd / Made by Will Hackett
Software shouldn’t suck.
Simple products. Privacy built in.
People you can actually reach.
01 / Why we exist
Useful software.
Less nonsense.
We build software companies that solve real problems, keep things simple, protect people’s privacy, and stay close to their customers.
These are the sorts of companies Pragmatic aims to build. The work should make the case.
Privacy belongs in the design.
The best way to protect data is often not to collect it in the first place. We aim to keep only what the product needs to work, what helps us understand a failure, and what we’re required to keep. Give every bit of data a purpose and a sensible lifetime. ‘It might be useful someday’ isn’t a reason.
Build the product. Leave out the baggage.
Focus on the job people need done. Make it work properly. Use enough information to figure out what’s broken, fix it, and get back to making the core product better.
Be easy to reach.
Customers should be able to speak to the people building their software. Give them a real email address, pick up the phone, and take their problems seriously. Good support is part of the product.
Make trust something people can check.
Explain what the software does, what data it needs and where its limits are. Back security claims with things people can verify. Earn trust through the way the product works and the way we treat people.
This is what Pragmatic is here to build.
Simple, useful products. Privacy built into the decisions. People who give a shit on the other end. These are the sorts of companies Pragmatic aims to build.
I believe software shouldn’t suck. Nobody wants to spend their day decoding complex menus or dealing with nonsense. I want to build things that do their job properly, keep as little of your data as possible, and come with people you can actually reach when something goes wrong. That might be a disaster for data mining. For customers, it’s fucking sexy.
Pragmatic was founded by Will Hackett, a software engineer and nerd to the core. His writing ↗
02 / The identity
Big word. Little square.
THE SYMBOL / INK
THE SYMBOL / REVERSE
THE WORDMARK / INK
THE WORDMARK / REVERSEGive it space.
Keep a quarter of the symbol’s width clear around every logo. Minimum symbol height: 24 px. Wordmark: 160 px wide. Lockup: 200 px wide. Use the simplified favicon below 24 px.Use the actual artwork.
The masters are outlined SVGs, with no font or embedded bitmap. Keep the little square opening and the square full stop. Use the wordmark huge; let the symbol do the small jobs.Ink#242424
Paper#FAF9F6
Colour can sit this one out.
Monochrome is the identity. The products keep their own palettes. No lime, red or compulsory accent.
Keep the type practical.
Arial, Helvetica, sans-serif for company copy. Big, bold headlines. Readable paragraphs. The logo is artwork, not a font recommendation.
Sound like a person.
Plain words. Specific claims. A little humour. Swearing when it has a point. Calm and exact when something has gone wrong.
03 / A little personality
Meet Pragma.
The P is the character.
The P itself is the character. Square eyes. A stepped smile. A curious glance, a quick wink and a small hop. Everything lands on a grid.
For welcomes, thanks and the occasional sign-off. The formal logo stays still. The animation rests when reduced motion is requested.
Square shapes. Stepped motion. No tracking, scripts or requests in the SVG.
04 / The maker’s signature
a pragmatic company.
One quiet signature across the family.
The exact shared signature for all four sites. Keep each product’s existing logo and policy links; add the signature beneath its identity. Per-site snippets are included in the download.
mimeprotectPrivacy Terms
a pragmatic company.
LetterslotPrivacy Terms
a pragmatic company.
as considered.Privacy Terms
a pragmatic company.
considered.bioPrivacy Terms
a pragmatic company.
Small enough to belong.
Use the symbol at 24 px tall, with 14 px live text and a 10 px gap. Let it inherit the product’s typography and text colour.
Keep it unlinked until a company destination exists. A text-only option and an image-only SVG badge are included too.
<!-- Copy the relevant SVG into your public assets directory. Keep this unlinked until a company URL is chosen. -->
<span class="pragmatic-signature">
<svg width="20" height="24" viewBox="0 0 80 96" aria-hidden="true" focusable="false"><path fill="currentColor" fill-rule="evenodd" d="M0 0H80V72H24V96H0Z M24 22H56V50H24Z M12 50H24V62H12Z"/></svg>
<span>a <strong>pragmatic</strong> company.</span>
</span>
<style>
.pragmatic-signature { display: inline-flex; align-items: center; gap: 10px; font-family: inherit; font-size: 14px; line-height: 1.4; color: inherit; white-space: nowrap; }
.pragmatic-signature svg { flex: none; }
.pragmatic-signature strong { font-weight: 700; }
/* If you later wrap the group in a real company link, preserve these states. */
a.pragmatic-signature { text-decoration: none; }
a.pragmatic-signature:hover { text-decoration: underline; text-underline-offset: 3px; }
a.pragmatic-signature:focus-visible { outline: 2px solid currentColor; outline-offset: 5px; border-radius: 2px; }
</style>
05 / The family
Different jobs.
Shared convictions.
mimeprotectsecurity you can verify.as consideredmake a home on the web.considered.bioone link. free forever.letterslotnative email. great search.Previously: Jamie, an AI service. Archived.
Take the whole kit.
SVG masters, PNG exports, favicons, the animated character, footer components, mission, manifesto and brand guide.
Editorial references: Signal Foundation37signalsPanicSource notes
The manifesto describes what Pragmatic aims to build. Current product claims follow each product’s actual behaviour. This is a local brand kit preview; no product site has been changed.