Brand guidelines
The brand is how amarti looks and sounds wherever it turns up, from a client deck to a conference banner to the sign-off on an email. This page is the reference for anyone making something that carries the name.
Our brand is technical, egoless and outgoing. Everything below, the logo, the palette, the type and the way we write, is meant to feel modern and approachable, just like us: confident without shouting, precise without being cold.
The name
Section titled “The name”The name is lowercase amarti, always. It stays lowercase at the start of a sentence, in a heading, in a page title and inside the logo. Never write it “Amarti” or “AMARTI”, never add a full stop, and never space the letters apart. It is one word and it is not an acronym, so there is nothing to capitalise or spell out.
The logo is a wordmark: the word amarti, set lowercase in Paralucent with even, rounded strokes and a circular bowl on the “a”. It carries one deliberate flash of colour. The dot of the “i” is replaced by the brand’s chevron, a small, rounded, right-pointing arrow in Electric Green. That green chevron is the signature of the whole brand, and it is the one part of the logo that keeps its colour whatever the letters are doing.
Colourways
Section titled “Colourways”- On light backgrounds, the letters are Midnight Teal and the chevron is Electric Green .
- On dark or coloured backgrounds, the letters are Modern White and the chevron stays Electric Green .
Pick the version with the most contrast against whatever sits behind it. The handbook uses the Midnight Teal wordmark in its light theme and the white one in its dark theme.
The short mark
Section titled “The short mark”For places the full wordmark does not fit, there is a compact mark reading “ati”, drawn from the same letters and carrying the same green chevron on its “i”. It comes in three finishes: full colour (Midnight Teal letters with the green chevron), all white for dark backgrounds, and solid black for one-colour work. Use the full wordmark whenever there is room, and reach for the short mark only when there genuinely is not.
The chevron and the arrow
Section titled “The chevron and the arrow”The chevron is not only the dot on the “i”. On its own and scaled up, it is the brand’s arrow: a solid, rounded, right-pointing shape used to point, to lead a list or to decorate. It is drawn in any of the brand colours, singly or in a run of three, and even the colour swatches in the brand book are drawn as chevrons. Treat it as an accent that belongs to the family, not as a second logo.
A few principles
Section titled “A few principles”We keep the logo rules short, but a handful of things keep it looking right:
- Give it room. Leave clear space around the wordmark so type, edges or images do not crowd it.
- Keep it legible. Do not shrink it to the point where the chevron muddies into the “i”.
- Do not recolour the letters outside the palette, and do not stretch, squeeze, rotate, outline or add a shadow or gradient.
- Do not rebuild it in another typeface, and do not move or swap out the green chevron.
- Only place it on a colour it has real contrast against.
The master logo, short mark and arrow files, in light and dark versions for both screen and print, live in the brand folder on the shared drive.
Colour
Section titled “Colour”Our colours represent us just as much as the logo does. The palette is six colours: two deep teals that do most of the work, a mid teal, and three brighter accents that give the brand its lift.
| Colour | Hex | RGB | CMYK | Where it is used |
|---|---|---|---|---|
| Midnight Teal | #123F46 |
18, 63, 70 | 90, 53, 52, 53 | Body text and headings on light; the page behind everything on dark |
| Jungle Teal | #005555 |
0, 85, 85 | 89, 40, 54, 40 | Links and accents on light |
| Steel Teal | #2E8986 |
46, 137, 134 | 78, 25, 47, 8 | Borders, fills and large text only |
| Electric Green | #00FF84 |
0, 255, 132 | 61, 0, 72, 0 | The signature accent; fills on light, text on dark |
| Power Pink | #FF8C9E |
255, 140, 158 | 0, 58, 21, 0 | A warm accent on light; text on dark |
| Modern White | #FAFAFA |
250, 250, 250 | 2, 1, 2, 0 | The page on light; text on dark |
Which colours can carry text
Section titled “Which colours can carry text”Not every brand colour is safe to read as body text, and on the handbook this is checked by the build rather than left to the eye. Three of the six, Steel Teal , Electric Green and Power Pink , do not have enough contrast to carry body copy on a light background, so on light they are fill and accent colours only. Midnight Teal and Jungle Teal are the dependable inks there. On the dark teals it flips: Electric Green and Power Pink step forward and read cleanly as text.
So when in doubt, set body text in Midnight Teal on light and Modern White on dark, and let the brighter colours do the accenting. The exact colour tokens and their measured contrast ratios live in src/styles/theme.css, which is the single source of truth for the site.
Typography
Section titled “Typography”Two typefaces, each with one job.
- Paralucent is the display face, used for headings and the wordmark. It is a rounded, geometric typeface with a warm, modern feel. Headings sit around weight 600, with a little negative letter-spacing on the largest sizes.
- Urbanist is the body face, used for everything else: running text, labels and captions. It is a clean, geometric typeface that stays readable at small sizes.
Both are self-hosted on every amarti property, with no third-party web font request, so the type looks the same offline and nothing leaks to a font host. If the brand faces have not loaded yet, Paralucent falls back to Georgia and then a system typeface, and Urbanist to the system font stack, so a page laid out on the substitutes keeps its shape.
Tone of voice
Section titled “Tone of voice”How we write matters as much as how we look.
- British English, always. Colour, organise, licence, centre. On the handbook this is enforced by the build, so an American spelling fails the check rather than slipping through.
- Lowercase amarti, in copy as much as in the logo.
- No em dashes. A comma, a colon, or a full stop and a fresh sentence will do the same job.
- Warm and direct for most things. Company, culture, delivery and knowledge-base pages speak in the first person plural, to “you”, the way this page does.
- Formal and precise for policy. The HR and security policies are the exception. There the tone is careful and exact, because the words carry weight.
- Technical but egoless. Explain the thing plainly, do not show off, and say what is true alongside what backs it up.