SS
STONESET · INC. BRAND MANUAL — VOL. 01 FOR PERMANENT USE

STONE SET℞

"Never throw a stone
and hide your hand."

PRINCIPALSTONESET INC.
VERSIONV.03 / MMXXVI
CODENAMEMONOLITH
ORIGINSAN DIEGO
CLASSPERMANENT
QUIET CONVICTION VISIBLE ACCOUNTABILITY NO DISCLAIMERS
00 · MANIFESTO READ ALOUD ONCE.

Stoneset is for the person who already did the thing.

Already made the call. Already sent the message with their name on it. Already went to sleep fine. They don't announce their integrity like a personality trait — they just have it.

It shows up in what they do, not what they post.

Real accountability is boring to watch. It doesn't trend. It just works. It's the meeting that ended five minutes early because nobody needed to perform. It's the email signed in the first person. It's the door held open for the person who can't help you back.

We don't sell accountability. We assume it.

STONESET / INC FOUNDING DOCUMENT SD · MMXXVI
00 · INDEX FIFTEEN CHAPTERS VOL. 01

The whole book,
in one breath.

01Origin— P. 003
02The Name— P. 005
03The Proverb— P. 007
04Pillars— P. 011
05Voice & Tone— P. 015
06Logo System— P. 021
07Clear Space— P. 027
08Palette— P. 031
09Type— P. 037
10Marks & Stamps— P. 045
11Sub-Brands— P. 051
12In the Wild— P. 059
13Taglines— P. 071
14What We Never Do— P. 075
15Colophon— P. 080
℞For Permanent Use— ENDLEAF
01 · ORIGIN WHO MADE THIS, AND WHY P. 003

01

CHAPTER ONE — AUTHORSHIP

Built by one hand.
Held in the open.

Stoneset is the independent practice of its founder — clinician, executive, lifelong student of the rack and the rotation. The work spans crisis intervention, psychosis management, treatment navigation, and the unglamorous middle hours where families are trying to find a way through.

The brand is older than the business. Long before there were business cards there was a rule: if you're going to make a move, let the room see who made it. Don't whisper what you won't say out loud. Don't send an email you wouldn't read in a room.

This manual exists so the rule outlives the person.

02 · THE NAME STONESET — ETYMOLOGY P. 005

Stoneset.

Adj.  |  Fixed by weight, not by force.

A compound word, carried by both halves equally.

STONE — N.

A thing you can hold. Weight you can feel. Permanence you didn't ask for and can't talk your way out of.

SET — V. / ADJ.

Decided. Finished. Placed where it stays. The conversation is over because there's nothing left to debate.

℞ SET. PERM. — STSET 0024 —
SAY IT

STōN·SET

/'stōn,set/ — Two syllables. One stress, on the first.

USE IT IN A SENTENCE

"Their word is stoneset."
— heard it. wrote it down. don't ask again.

03 · THE PROVERB FOUNDING DIRECTIVE P. 007
THE ONE LINE EVERYTHING ELSE FOLLOWS FROM

"Never throw
a stone and
hide your hand."

If you're going to make a move, let the room see who made it.

↳ DON'T WHISPER WHAT YOU WON'T SAY OUT LOUD.
↳ DON'T SEND AN EMAIL YOU WOULDN'T READ IN A ROOM.
↳ DON'T HOLD A POSITION YOU'D DENY AT DINNER.
↳ DON'T POST WHAT YOU CAN'T STAND BEHIND TOMORROW.
↳ DON'T THROW. DON'T HIDE.
↳ READ THIS FIRST EVERY OTHER PAGE IS FOOTNOTE FOUNDING DIRECTIVE / 1.0
04 · PILLARS FOUR LOAD-BEARING WALLS P. 011

Four pillars.
One stance.

Everything Stoneset says, ships, or stands behind passes through these four.

01

Quiet
Weight

The strongest positions don't need volume. They need receipts. Power that doesn't have to introduce itself.
— STAND, DON'T POSE
02

Open
Hand

Transparency as practice, not performance. Show the work. Show who decided. Put your name on the move.
— SHOW THE HAND
03

Cost
of Entry

Integrity is only real when it costs you something. The easy path doesn't count. The version that's free isn't the one we ship.
— PAY IN FULL
04

Held,
Not Hurled

We hold our word the way you hold something precious. Deliberately. With both hands visible. Never thrown to make a point.
— BOTH HANDS, ALWAYS
05 · VOICE & TONE HOW IT SOUNDS P. 015

Sound like the person
who only speaks twice.

Both times, everyone writes it down. We earn that by editing harder, not louder.

MEASURED

Every word earns its spot. We edit ruthlessly. Silence is part of the message.

WARM

Confidence without coldness. Directness without damage. Firm, not mean.

WRY

A slight smile. We take the work seriously, never ourselves. Light touch, heavy point.

PRESENT

No looking back. No hedging about what's next. Here, now, on record.

↳ WE DO

  • →Use short, warm, precise sentences. Periods, not exclamation points.
  • →Let the reader fill in the weight. Trust them.
  • →Smile while making the point. Wry, never bitter.
  • →Assume the audience is smart, then write up to them.
  • →Use humor that punches up — or sideways at ourselves.
  • →Cite the source. Name the speaker. Date the take.
  • →Make accountability feel obvious, not heroic.
  • →Speak in the first person plural — "we" — for the company; first person singular for the founder.

↳ WE DON'T

  • ×Posture, flex, or perform toughness.
  • ×Use alpha, grindset, built different, or any hustle-language. Ever.
  • ×Explain why accountability matters. (It's assumed.)
  • ×Gender our energy. This isn't masculine or feminine. It's human.
  • ×Quote ourselves like scripture.
  • ×Confuse direct with cold.
  • ×Hide behind passive voice. Someone decided. Name them.
  • ×Trade in fake-counterculture cosplay. We are not your hippie uncle.
↳ THE SAME IDEA, FOUR WAYS

Pick the second one. Always.

× HUSTLECORE

"At Stoneset, we're built different. We don't just talk accountability — we LIVE it. Every. Single. Day."

✓ STONESET

"We don't sell accountability. We assume it."

× CORPORATE

"Our team is committed to leveraging best-in-class practices to deliver measurable outcomes for our clients."

✓ STONESET

"We do the unglamorous work. Family meetings at 9pm. Calls that don't bill. The record speaks."

06 · LOGO SYSTEM FOUR MARKS. ONE FAMILY. P. 021

Four marks.
Used in this order.

Primary wordmark first. Box stamp next. Cold-stamp seal for documents. Monogram for the moments where less is the move.

01 · PRIMARY WORDMARK HEAVYWEIGHT
STONESET
stoneset USE: 80% OF CASES · LIGHT
02 · BOX STAMP HIGH-CONTRAST
STONESET
stamp USE: MERCH · STICKERS · DROPS
03 · COLD-STAMP SEAL NOTARIAL
SET PERMANENT · STONESET · INC · · SAN DIEGO · MMXXVI ·
seal USE: CONTRACTS · CERTIFICATES
04 · MONOGRAM S/S
SS
monogram USE: AVATAR · LABEL · STITCH
07 · CLEAR SPACE & MISUSE BREATHING ROOM IS THE BRAND P. 027

Give it room.
Always.

Minimum clear space on every side equals the height of the cap "S". No exceptions.

STONESET

↳ MINIMUM CLEAR SPACE = 1× CAP-S HEIGHT NO LOCK-UPS WITHIN THIS BOUNDARY
↳ MISUSE — DO NOT

Six ways to break it.

STONESET
× DO NOT SKEW
STONESET
× DO NOT TRACK OUT
STONESET
× DO NOT GRADIENT
STONESET
× DO NOT RE-SET IN ANOTHER FACE
STONESET
× DO NOT SHADOW OR OUTLINE
STONESET
× DO NOT RECOLOR THE WORDMARK
08 · PALETTE FIVE STONES, ONE SIGNAL P. 031

No color until
it's earned.

The page lives in five stones. Iodine appears for one purpose only — to flag the founding directive, the prescription, the record.

Ink
HEX · 0A0908
RGB · 10 / 9 / 8
PMS · BLACK 6 C
Primary surface for marks, type, and weight. Never almost-black; always the heaviest stone in the room.
Bone
HEX · EDE8DE
RGB · 237 / 232 / 222
PMS · WARM GRAY 1 C
The page. Never white. Always warm. The honest paper underneath every word.
Concrete
HEX · C7C1B5
RGB · 199 / 193 / 181
PMS · WARM GRAY 4 C
The mid-stone. Cards, divisions, mid-ground in compositions. Doing the structural work.
Fog
HEX · 8A8275
RGB · 138 / 130 / 117
PMS · WARM GRAY 8 C
All system metadata, secondary type, captions. The grain that holds the page together.
Paper
HEX · F5F2EA
RGB · 245 / 242 / 234
PMS · WARM GRAY 0
A lighter cousin of Bone. Document interiors, card stock, the inside of letters and certificates.
Iodine ℞
HEX · A8331A
RGB · 168 / 51 / 26
PMS · 7600 C
The signal. Used < 1 % of any given page. Reserved for the directive, the prescription, the record — never as decoration.
RATIO

70% Bone or Paper. 25% Ink. 4% Concrete or Fog. 1% Iodine.

FORBIDDEN

Pure white. Pure black. Gradients. Drop shadows. Tints below 6%.

EARNED

Iodine is the only place we raise our voice. Use it like a stamp, not a highlight.

09 · TYPE THREE VOICES. ONE STANCE. P. 037

Heavy display.
Warm serif. Cold mono.

No fourth face. Discipline is part of the design.

01 · DISPLAY Archivo Black
—
Use: Wordmark, headlines, drop posters
Weight: 900 only
Tracking: -0.005 to -0.012em
Case: Always uppercase
Min size: 24px

SAY LESS.
MEAN ALL OF IT.

02 · EDITORIAL Newsreader Italic
—
Use: Pull quotes, leads, manifestos
Optical: 36+ for display, 12-24 for body
Weight: 400-500
Case: Sentence case
Letterspacing: -0.005 to -0.01em

The hand stays open. The hand stays known. The hand stays on record.

03 · BODY Inter
—
Use: All body text, UI, longform
Weight: 400 (regular) / 500 (mid)
Leading: 1.5-1.65
Tracking: 0
Min size: 14px

Stoneset is the independent practice of its founder — clinician, executive. The work spans crisis intervention, psychosis management, treatment navigation, and the unglamorous middle hours where families are trying to find a way through. The brand is older than the business; long before there were business cards, there was a rule.

04 · SYSTEM JetBrains Mono
—
Use: Labels, metadata, eyebrows, lot codes
Weight: 400 / 500
Tracking: 0.18 to 0.22em
Case: UPPERCASE
Size: 10-13px only

LOT 0024 · STSET · SD · MMXXVI
STONESET / INC · VOL. 01 · FOR PERMANENT USE
℞ — TAKE AS DIRECTED · NO REFILLS

↳ HIERARCHY

Eight sizes. No more.

SIZE
SPECIMEN
USE
144 / D
Stoneset
COVER · MAJOR
72 / D
Section Head
SECTION TITLES
36 / S
A pull quote that lands the page.
EDITORIAL LEAD
17 / B
Body type, set in Inter at fifteen-to-eighteen pixels for screen, eleven-to-twelve point for print.
BODY
11 / M
SYSTEM · METADATA · LABELS
EYEBROW / CAPTION
10 · MARKS & STAMPS THE LIBRARY OF STAMPS P. 045

A library of stamps.
Stoneset's compass.

Twelve stamps. Each one earns its use case. Together they're the small-form vocabulary that runs across every surface.

01 · OPEN HAND
02 · SET STONE
STONESET 03 · BOX
© 04 · COPYRIGHT
℞ 05 · ℞ — PRESCRIBED
SET PERMANENT 06 · SEAL
SS 07 · MONOGRAM
08 · ON RECORD
" " 09 · ON RECORD QUOTES
01 02 03 04 10 · CIRCLED · 03
LOT 0024 MMXXVI 11 · LOT NUMBER
No. III 12 · EDITION No. III
11 · SUB-BRANDS FOUR ARMS, ONE BODY P. 051

One Stoneset.
Four arms.

Same wordmark, same DNA. The qualifier names the arm. Never a logo redesign — just a divider, a name.

— CLINICAL ARM —
STONESET Clinical
The practice. Crisis intervention, psychosis management, treatment navigation. Doctoral-level guidance for families, employers, and clinicians.
— BY APPOINTMENT —
— CULTURE ARM —
STONESET Capsule
Limited objects. Heavyweight hoodies, screen-printed tees, sticker packs, the things you actually wear. One drop, one season, one purpose.
— DROPS · NO RESTOCKS · LOT'D —
— VOICE ARM —
STONESET Press
Speaking, podcast, longform writing, the talks. The places the founder goes on record outside the clinic. Quiet weight, broadcast.
— PUB · SPEAKING · EDITORIAL —
— PARENT —
STONESET Inc.
The holding company. The signature that goes on contracts. Where governance, IP, and the brand itself live.
— CORPORATE · LEGAL · BOARD —
12 · IN THE WILD EVERY SURFACE STONESET TOUCHES P. 059

In the wild.
Eight surfaces.

The applied vocabulary. Cards, letterhead, tags, podcast covers, drop posters, site nav, stickers, certificates.

01 · BUSINESS CARD
STONESET No. 0024
Stoneset Inc.
Founder
STSET.CO SAN DIEGO BY APPOINTMENT
02 · LETTERHEAD
STONESET — Clinical STONESET INC.
STSET.CO / CLINICAL
℞ — CONFIDENTIAL
19 MAY MMXXVI · SAN DIEGO To the family —

We've reviewed the materials. The plan we discussed Friday holds: 28 days of structured care, then a step-down with continuous case management through autumn. We'll set the next call for Tuesday. Until then —
— The Founder.
03 · INTERIOR TAG · APPAREL
STONESET
CAPSULE 01
STYLE SS-001 HEAVYWEIGHT
COLOR BONE / INK
FABRIC 14oz COTTON · 100%
ORIGIN MADE FOR SD
LOT 0024 · MMXXVI
CARE WASH COLD · HANG
SAY LESS. MEAN ALL OF IT. © STSET
04 · PODCAST COVER · ON RECORD
ON RECORD · EP. 014 05·19·MMXXVI
QUIET
WEIGHT.
"You don't need a mic.
You need a record."
STONESET / PRESS ON RECORD
05 · CIRCLE STICKER · 3"
SET PERMANENT — STONESET ℞ — · STSET · SD · MMXXVI · · STAND. DON'T POSE. ·
06 · DROP POSTER · CAPSULE 01
CAPSULE 01 / SPRING MMXXVI ℞ — FOR PERMANENT USE
SAY LESS.
MEAN ALL
OF IT.

A heavyweight hoodie, a tee, a hat, a sticker pack. Four objects. One drop. No restocks. Made for the people who already knew.

STSET / CAPSULE LOT 0024 RSVP STSET.CO
07 · STSET.CO · LANDING
STONESET
CLINICAL PRESS CAPSULE CONTACT
Quiet conviction.
Visible accountability.
"Never throw a stone and hide your hand." Doctoral-level guidance for crisis, treatment, and the unglamorous middle hours. Plus capsules and on-record talks for the people already in the work.
BY APPOINTMENT↗
08 · CERTIFICATE OF RECORD · COLD-STAMP
STONESET — Inc. CERTIFICATE OF RECORD · No. 0024
THIS CERTIFIES THAT —

The bearer has, on this day, said what they meant, signed it, and shown the hand that made the move.

ISSUED · 19 MAY MMXXVI SAN DIEGO FOR PERMANENT USE
SET PERMANENT · STONESET INC · · SAN DIEGO · MMXXVI ·
13 · TAGLINES LINES THAT LAND P. 071

Lines that land.
Use the right one.

Twelve lines in the library. Each one has a use case. None of them try to do two jobs.

01Quiet conviction.
Visible accountability.— PRIMARY
02You don't have to say it twice.— CAMPAIGN
03Stand. Don't pose.— MERCH · STREET
04Say less. Mean all of it.— DROP / CAPSULE
05The hand stays open.— EDITORIAL / SOCIAL
06For permanent use.— DOCUMENT / SEAL
07Receipts over volume.— PRESS / TALKS
08We don't do disclaimers.— B2B / CORPORATE
09Already said it. Already meant it.— SOCIAL · SHORT
10Not built different. Just built.— ANTI-ALPHA
11The record is the receipt.— CLINICAL / SCRIPT
12Open hand. Set stone.— LOCKUP / SEAL
14 · WHAT WE NEVER DO NON-NEGOTIABLE P. 075

Ten lines we never cross.

Most of the brand is what we choose to do. These are the things we will not, in any version, for any reason, do.

01
WE DOEarn the room.
WE NEVERAnnounce our integrity like a personality trait.
02
WE DOUse the wordmark in one of four approved forms.
WE NEVERRedraw it, re-color it, gradient it, or hack it.
03
WE DOSign in the first person. Name the hand.
WE NEVERHide behind "the team" when a person decided.
04
WE DODrop limited objects. Few of them. Made well.
WE NEVERRe-stock. Re-launch. Re-color last season's drop.
05
WE DOUse Iodine for the founding directive and the ℞.
WE NEVERUse Iodine as decoration. Or any other color, ever.
06
WE DOTake the work seriously.
WE NEVERTake ourselves seriously.
07
WE DOSpeak to people whose hands are already in the work.
WE NEVERCosplay counterculture. We don't do fake-rebel cosplay or "community" shakedowns.
08
WE DOUse the seal to mean something.
WE NEVERUse the seal as a sticker that doesn't seal anything.
09
WE DOMake accountability feel obvious. Baseline. Quiet.
WE NEVERFrame accountability as heroic, brave, or impressive.
10
WE DOThrow the stone, if it must be thrown. With both hands visible.
WE NEVERHide the hand. Not once. Not ever. That's the whole brand.