1Situation
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Brand Guide · v1.0
Open Session (Reference)
A unified, repeatable brand system for the AI era
Brand Messaging
Purpose
Give every team a unified, repeatable brand system built for the AI era.
Mission
Turn a short founder intake into a complete, living, machine-readable brand guide.
Vision
A world where any tool — human or AI — can generate perfectly on-brand work from one source of truth.
Values
Clarity
We prefer the clear thing over the clever thing.
Craft
Details compound; we sweat the system, not just the surface.
Momentum
We ship usable slices and improve them in the open.
Trust
Grounded in what's true; we never invent facts on a brand's behalf.
Tagline options
- A unified, repeatable brand system for the AI era selected
- Your brand, made machine-readable
- One source of truth for on-brand everything
Bios & pitch
Short
Brandframe turns a short founder intake into a complete, living brand guide your tools — and your AI — can actually use.
Long
Brandframe is an AI-assisted brand system that turns a short, founder-friendly intake into a complete, living, machine-readable brand guide. It generates design tokens, identity, art direction, messaging and voice, and AI-direction artifacts you review section by section, then export as a web guide, PDF, design tokens, Figma, and an MCP / brand-context API — so every tool you use generates on-brand work from a single source of truth.
Elevator pitch
Brandframe gives time-poor founders a complete, machine-readable brand guide from a 30-minute intake — exportable to web, PDF, tokens, and an MCP endpoint your own AI tools can read.
Voice
ClearConfidentWarmPreciseUnfussy
| We say | Instead of |
|---|---|
| Here's what to do next. | You might possibly consider doing the following. |
| Your brand, made machine-readable. | Leverage synergistic brand assets. |
| We generated this from what you told us. | Our proprietary AI crafted bespoke insights. |
| This pairing fails contrast — here's a fix. | There may be some accessibility considerations. |
| Ship it, then refine. | Await full sign-off before any release. |
| One source of truth. | A holistic ecosystem of brand touchpoints. |
Words we love
- clear
- living
- on-brand
- source of truth
- ship
Words we ban
- synergy
- leverage
- bespoke
- revolutionary
- world-class
Content pillars
Build in the open
Show the system being made — decisions, trade-offs, progress.
Brand as infrastructure
Treat brand like code: tokens, contracts, versioning.
AI that stays on-brand
How machine-readable brand context makes AI output trustworthy.
Brand Identity
Logo system
Clear space
Minimum clear space equal to the height of the wordmark's cap height on all sides.
Minimum size
24px height on screen; 10mm in print.
Do
- Use the orange mark on charcoal or vanilla
- Maintain clear space
- Use approved one-color variants when needed
Don't
- Do not recolor the mark
- Do not stretch or rotate
- Do not place on low-contrast backgrounds
Color
Usage
- Charcoal and vanilla carry most surfaces; orange is the accent that leads.
- Use brand-500 for primary actions; brand-700 for text-on-white emphasis.
- Keep large areas neutral so the accent reads as a highlight.
Brand scale
Neutral scale
Primary / Secondary / Semantic
WCAG contrast pairings
| Foreground | Background | Ratio | AA (normal) |
|---|---|---|---|
| #FFFFFF | #FE5102 | 3.29:1 | FAIL (normal) |
| #191919 | #FFFAEE | 16.88:1 | PASS |
| #FFFFFF | #191919 | 17.58:1 | PASS |
| #BF3600 | #FFFFFF | 5.61:1 | PASS |
| #1E1E1E | #F0F0F0 | 14.63:1 | PASS |
Typography
Families
displayNeue Haas Grotesk Display Pro
headingsNeue Haas Grotesk Display Pro
textNeue Haas Grotesk Text Pro
accentOffbit
Hierarchy & specimens
Build the brand
A living brand system
Section title
Body copy sets the tone for everything we ship.
Caption / metadata
LABEL
Iconography
Library lucide · Grid 24×24
- 2px stroke
- Round caps/joins
- Align to the 24px grid
- Untitled UI is the premium alternative (4,600+ icons)
Art Direction
Creative territories
Secondary is Primary
Accent-led
The secondary orange leads as the hero color.
Do
- Lead with orange highlights
Don't
- Bury the accent
Limitless
Empowering
Infinite possibilities, empowerment.
Do
- Show open horizons and scale
Don't
- Box the subject in
Metaphorical Me
Empathetic
Human/machine duality, empathetic.
Do
- Pair human warmth with machine precision
Don't
- Make it cold or clinical
Raw Aesthetic
Tactile
Texture, grain, film.
Do
- Embrace grain and imperfection
Don't
- Over-polish
Dreamscape
Surreal
Different dimensions.
Do
- Bend space and light
Don't
- Be literal
Direction
Photography
people & product — real, lightly stylised, warm with high-contrast accents
- Let orange appear as a practical accent in-frame
Texture
grain/film
- Subtle film grain
- Paper and print textures for tactility
Illustration
minimal line with bold accent fills
- Lucide-consistent line weight
Motion
snappy, purposeful
- Short eases
- Accent-led transitions
AI Direction
Brand-voice system prompt
You are writing on behalf of Open Session. Voice: Clear, Confident, Warm, Precise, Unfussy. Always: be specific, lead with the action, ground claims in what is true. Never use: synergy, leverage, bespoke, revolutionary, world-class. We say things like "Here's what to do next." rather than "You might possibly consider doing the following." Our audience: time-poor founders building a brand system. Keep copy clear, confident, and warm. When unsure, prefer clarity over cleverness.
Image-gen templates
Accent-led hero
{subject}, warm neutral scene, a single practical orange (#FE5102) accent leading the eye, subtle film grain, high contrast, editorial compositionTerritory: Secondary is Primary + Raw Aesthetic
Human/machine
{subject} showing human warmth meeting machine precision, empathetic, cinematic, restrained palette with orange accentTerritory: Metaphorical Me
Token → code mapping
Colors → theme.extend.colors.brand (25..950) + neutral; type sizes are responsive (mobile/tablet/desktop).
MCP ready: yes
Core outputs per channel
| Channel | Definition of on-brand |
|---|---|
| Accent-led, grainy, one clear message; SDCCR story arc. | |
| web | Generous neutral space, charcoal/vanilla surfaces, orange for primary actions. |
| deck | Big display type, one idea per slide, accent used sparingly. |
Brand Activation
Channels
instagramwebdeck
Story framework (SDCCR)
Mockups
Mockups are generated in the review flow (token-bound CSS scaffolds in MVP).
Templates
Design system
Untitled UI
Figma + React; Tailwind/shadcn/Radix/Daisy as alternatives.
Icon library: lucide
Asset templates
carousel
Grid of image slots bound to brand colors.
ig-post
Accent-led single message.
deck
Display-type cover + one-idea slides.
one-pager
Charcoal/vanilla with orange highlights.