Today we’re rolling out a new visual identity for Xcity — and a homepage built from the ground up on it. This isn’t a coat of paint. It’s a system: a small, deliberate set of colors, typefaces, and rules that hold together across every surface we ship, from the marketing site to the dashboard to the terminal.
Here’s what changed, and why.
Not another AI brand exercise
Over 2024–2025, the whole industry re-skinned itself — and most of it converged on the same warm gradients and rounded, consumer-SaaS softness. We went the other way. Xcity isn’t a consumer app; it’s infrastructure for an AI-native economy. The identity should read like a passport for that world, not another purple gradient.
So the new system is built on restraint. Deep-space black does most of the work. Color is rare, and it means something.
Two axes, four colors
The palette runs on two axes:
- Civic — from deep-space black to civic gold (
#C8A45A). This axis carries the state: headlines, seals, calls to action. - Technology — from electric cyan (
#00D4FF) to archive paper (#F1EFEA). This axis carries the machine: code, data, metrics, documents.
Black anchors ~60% of every surface. Gold and cyan appear in small, load-bearing doses. Paper is reserved for the moments that should read like a printed document.
Three type stacks, three voices
- Display serif (Playfair Display · Noto Serif SC) for manifestos, headlines, and figures.
- UI sans (Inter · Noto Sans SC) for product, body, and buttons.
- Data mono (IBM Plex Mono) for labels, metadata, and the terminal.
The serif is the part people notice first. It’s a deliberate signal: intellect over hype.
The mark
The Xcity mark is an X read as an intersection, not a denial — a gold meridian (civilization) crossing an electric-cyan parallel (technology). Where they meet is Xcity. It’s built on a 1px grid so it holds from a favicon to a stage backdrop, and it can pulse: two lines slide in, the center lights, a radial pulse releases.
A homepage built on the system
The new homepage puts the system to work. The hero runs a live WebGL aurora behind a serif headline — motion where it earns attention, restraint everywhere else. Below it, the site is organized around the three things you actually come to Xcity for:
- Services — one OpenAI-compatible API across 50+ models, plus autonomous agents, chat, and a desktop client. Virtual keys, hard budgets, metering.
- Agent Marketplace — discover, run, and publish MCP-native serverless agents, billed per call.
- Payments — cards via Stripe, on-chain via Coinbase Commerce, and machine-native x402 stablecoin settlement.
And for the story behind all of it, there’s a new Why we’re different page.
Restraint as a stance
A brand is a set of decisions about what you won’t do. No rainbow gradients. No Silicon-Valley trust-blue. No borrowing the look of the thing everyone else already looks like. What’s left is quieter, and we think, more serious — a system we can build on for a long time.
This is v1. It will keep evolving, but the foundations — the two axes, the three voices, the mark, the restraint — are now in place across the site.