Brand identity
Visual guidelines.
The SIM DAD brand system is built on Plus Jakarta Sans at 800 weight, a teal-slate primary accent, and product-specific color coding. The full identity guidelines are below.
Logos, colors, typography, product descriptions, and boilerplate copy for press, partnerships, and editorial use. Everything you need to represent SIM DAD LLC and its products accurately.
The SIM DAD brand system is built on Plus Jakarta Sans at 800 weight, a teal-slate primary accent, and product-specific color coding. The full identity guidelines are below.
One company accent, three product accents, and a shared neutral system. Product colors are used only in their respective contexts — never mixed across products.
A single typeface across all four sites, differentiated by weight and size. 800 for headlines, 400–600 for body and interface elements.
SVG is the preferred format for digital use. PNG exports are available for contexts that require raster images. Always maintain clear space equal to the height of the "D" in DAD around all sides of the mark.
Four commercial desktop applications, each built from our own research needs. All run entirely on the user's machine — no cloud, no telemetry, no subscriptions.
Short (1 sentence): SIM DAD LLC is a research and consulting practice specializing in social and interactive media, large-scale behavioral data analysis, and commercial desktop software.
Medium (2 sentences): SIM DAD LLC is a research and consulting practice led by Alex P. Leith, Associate Professor at SIUE, specializing in social and interactive media, human-computer interaction, and large-scale behavioral data analysis. The company also develops commercial desktop applications — Ibis, TASS, Lector, and Orator — built from its own research needs and available for purchase.
Full: SIM DAD — Social and Interactive Media Data Analysis and Design — is a research and consulting practice that combines academic rigor with applied delivery. Led by Alex P. Leith, the practice designs studies, runs data pipelines across hundreds of millions of records, and produces findings that hold up to peer review. Its software portfolio grew directly from research needs: Ibis for automatic transcription, TASS for dictionary-based text analysis, Lector for manuscript editing with voice cloning, and Orator for document-to-video production. All four products run entirely on the user's machine with no cloud dependency.
