BRAND
guidelines.
one place for the ascend gtm mark, color, type, and voice. ai marketing operator practice. do not redraw the logo or invent a second palette.
version 2026.08.07.2 · public sot · no repo required day-to-day
LOGO
wordmark stays Title Case Ascend GTM. logomark is icon-only. same paths as Logo.tsx on the live site.
CLEARSPACE
Keep empty space on all sides equal to the height of the mountain mark (the square icon). Never crowd the lockup with other logos, type, or photography.
MINIMUM SIZE
- wordmark · screen120px wide on screen
- logomark · screen24px tall on screen (32px preferred)
- wordmark · print1.0 in wide
- logomark · print0.35 in tall
MISUSE
- Do not stretch, skew, or rotate the mark.
- Do not recolor paths or fill the mountain with accent orange.
- Do not lowercase the wordmark to ascend gtm.
- Do not add shadows, glows, gradients, or outlines.
- Do not nest the mark inside another logo or lockup.
- Do not crop the clearspace or crowd it with other marks.
- Do not use light files on dark grounds (or dark files on paper).
- Do not invent new variants. Resample from these masters only.
COLOR
warm paper and warm ink. one accent. body copy never sits in accent soft. contrasts measured against paper unless noted.
paper
--color-paper
#faf8f3
Ground. Warm cream, never pure white.
paper dim
--color-paper-dim
#f2efe7
Secondary ground / soft bands.
ink
--color-ink
#1a1815
Headings. Warm near-black, never #000. · 16.7:1 on paper
ink soft
--color-ink-soft
#2d2a24
Body text. · 13.5:1 on paper
ink mute
--color-ink-mute
#6e6a61
Secondary / captions. AA on paper. · 5.1:1 on paper
rule
--color-rule
#e7e2d5
Hairline borders only. Not text.
accent
--color-accent
#c54b1a
Burnt orange. THE brand accent. AA on paper for large/UI chrome. · 4.5:1 on paper
accent soft
--color-accent-soft
#e09972
Decorative only. Fails AA as body text on paper. Never use for copy. · 2.2:1 on paper
dark panel
--color-neutral-900
#201e1a
Inverted thesis panels sparingly.
COPY CONTRACT
- Every authored sentence is 90 characters or fewer.
- One sentence carries one idea.
- Every line must claim, prove, contrast, direct, or drive action.
- Every section makes one argument.
- Every page has one conversion job.
- Identify Mishaal first. Then show his platform and route the buyer.
- Use the seven beats: recognize, reframe, differentiate, demonstrate, prove, plan, act.
- Every visual explains a relationship, sequence, contrast, or outcome.
- The platform turns judgment into speed and reach.
- Mishaal is the service. The platform is the leverage he brings.
- The platform supports both paths. It is never a third offer.
- Proof sits beside the claim it supports.
- Calls to action name the next outcome.
TYPE
- Mona Sansdisplay / headings · weight 700
- Geistbody · 16px · leading ~1.7
- Geist Monoeyebrows / data · uppercase · wide tracking
display copy stays lowercase. ALL-CAPS only for eyebrows, primary CTAs, and footer section labels. logo wordmark stays Title Case.
VOICE
solo i/me/my. high-iq, non-fluffy. every sentence stays within 90 characters. self-label: ai marketing operator.
good
solo + mechanism
I install attribution that survives a board deck, not a slide about attribution.
lowercase display
pipeline you can actually forecast.
self-label
I am an AI marketing operator. You hire me. I bring the platform.
bad
agency plural
We partner with portfolio companies to unlock transformative growth.
fluff + em dash
In today's fast-paced world — marketing is more important than ever.
wrong self-label
Unlock transformative growth with a visionary marketing thought leader.
IMAGERY
real operator photography over stock. flat editorial crop. no gradients, glass, purple glow, or logo stickers on photos.
SPACING
base unit 0.25rem. hierarchy from hairline rules and whitespace, not cards or shadows. body measure ~65–68ch. documents use radius-0; the website keeps its shipped radius scale.
DOWNLOAD
svg first. png when a host rejects vectors. jpg when a form rejects transparency. directory forms: use the 500 assets (longest side ≤500px, ≤2 mb).
wordmark
logomark
directories (≤500)
- logomark 500 (png)GoodFirms / directories: 500×500, ≤2 MB. Icon-only. Default upload.download
- logomark 500 (jpg)Same mark on paper. When the form rejects PNG/transparency.download
- logo 500 (png)Horizontal lockup, max side 500. Wordmark stays Title Case Ascend GTM.download
- logo 500 (jpg)Same lockup as JPG on paper. Prefer PNG/SVG when allowed.download
GOVERNANCE
edit the public source in this repo (docs/BRAND.md, this page, src/data/brand.ts).
engineering tokens live in the optimizer DESIGN.md twin.
day-to-day, use this url instead of the git tree.
questions: [email protected]