Brand guidelines

An enforceable identity system for web, mobile, email, print, documents and accessible interfaces.

Version 1.2 31 July 2026 AI software company

About this standard

This guide sets enduring rules for how ChromePetal looks, sounds and behaves across branded media.

Descriptor: AI software company — the short phrase that says what ChromePetal is, used beside the name in listings, profiles and structured data.

Reference order

Approved identity artwork and geometry.
Colour, typography and accessibility rules in this guide.
ChromePetal positioning and company language.
Current primary standards and official platform guidance.

1.2Guideline edition

74Approved assets

1Coherent identity system

How to use this standard

Use the main guidelines for intent and the production reference for exact specifications.

Must

A non-negotiable identity, accessibility or production requirement.

Should

The preferred practice. Depart only with a documented reason and an equivalent result.

May

An approved option within the stated context; it is not a default for other contexts.

Selection sequence

Choose the identity form.
Choose the appearance.
Choose the medium and format.
Apply clear-space, safe-zone and accessibility rules.
Review the final placement at its intended size and background.

Brand guidelines5–33
Positioning and voice5–6
Identity construction and selection7–11
Colour, palette and modes12–14
Typography and licensing15–16
Photography, icons and motion17–18
Backgrounds and accessibility19–20
Web, mobile, email and metadata21–24
Documents, print, assets and templates25–28
Prohibited, co-branding and incorrect use29–31
Trademark, ownership and permission32–33

Production reference

Selection, dimensions, accessibility, file formats, the complete 74-asset catalogue, production preflight, edition history and standards sources.

Pages 34–46

Positioning

ChromePetal is an AI software company. It designs and builds LLM systems, AI agents and AI-driven applications, and owns that work through to delivery.

Strategic anchor

Write for the people who will own the system once it runs. Name the problem it solves and the work it does, and keep audience language broad enough to stay durable.

Capability boundary

ChromePetal connects a clearly stated problem, dependable implementation and a result that can be measured, across LLM systems, AI agents and AI-driven applications.

LLMsLanguage systems grounded in a real workflow

AgentsBounded, observable work with human control

ApplicationsAI-driven applications built for dependable use

DeliveryImplementation evidence over novelty claims

Voice and writing

Write at the client leader’s altitude: technically exact, operationally useful and calm enough to be trusted.

Precise

Name the system, the work, the owner and the evidence.

Grounded

Lead with the operational outcome and how it will be implemented.

Calmly confident

Make direct claims without spectacle, urgency theatre or hype.

Accountable

State what ChromePetal designs, implements and owns through delivery.

Technically fluent

Explain complexity without using terminology as a substitute for meaning.

Direct

Prefer active constructions, short sentences and specific evidence.

Use

We will measure retrieval quality against the agreed evaluation set before release.

Avoid

Our cutting-edge AI revolutionises your digital transformation journey.

Define large language model on first use, then use LLM. Support performance, efficiency, accuracy and client-result claims with evidence.

Firm mark anatomy

The firm mark is a 2×2 modular construction. Geometry — not colour alone — makes it recognisable.

Top-left foreground module: cut at its top-left corner.
Top-right foreground module: plain square.
Bottom-left foreground module: plain square.
Bottom-right primary module: cut at its bottom-right corner.

x = 16 source units. The same unit defines the cut depth and the gap between modules.

ViewBox 0 0 120 120 · internal inset 4 · module 48 · gap 16

Lockups

The horizontal and stacked lockups pair the firm mark with the outlined wordmark. The compact module is never part of a lockup.

Primary / horizontal

Centred / stacked

Horizontal

Default signature for headers, footers, documents and wide brand fields. Minimum width: 160 px or 40 mm.

Stacked

For centred compositions with adequate height. Minimum width: 120 px or 35 mm. It is not a narrow-header fallback.

Wordless variants

Firm mark

Primary wordless identity. Use when the company name is adjacent, established by context or available to assistive technology.

Compact module

Reserved for constrained icon surfaces specified by the catalogue: app, store, favicon, search, PWA and selected email use.

Firm mark

Four modules remain visible.
Minimum 24 px square or 8 mm square.
Use the full-colour, monochrome or high-contrast source for the background.

Compact module

Single bottom-right primary module.
Minimum 16 px square or 5 mm square.
Never combine with the wordmark or firm mark.

Clear space

Clear space protects recognition. Measure it from the supplied artboard, not from a cropped visible edge.

1xFirm mark and complete lockups

2xMark-to-wordmark gap in lockups

0.5xRaw compact module

x = 16 source units. The four-unit inset already present inside the firm artboard does not replace external clear space.

Minimum size and responsive use

Identity form	Digital minimum	Print minimum	Use
Horizontal logo	`160 px` wide	`40 mm` wide	Default wide signature
Stacked logo	`120 px` wide	`35 mm` wide	Centred compositions
Wordmark	`120 px` wide	`35 mm` wide	Name without mark
Firm mark	`24 px` square	`8 mm` square	Established identity
Compact module	`16 px` square	`5 mm` square	Approved constrained icons only

Responsive substitution

Horizontal logo at 160 px or wider.
Stacked logo at 120 px or wider when centred and height permits.
Firm mark at 24 px or larger when the name is nearby or established.
Compact module at 16 px or larger only in a specified icon surface.

Identity colour system

These are the identity-critical theme roles in OKLCH. HEX and CMYK are controlled outputs for specific media.

These identity-critical roles anchor the mark. The theme also carries four brand roles for campaign, deck and interface work — secondary, accent, highlight and the interactive primary — set out on the next page. The purely functional interface tokens (surfaces, borders, inputs, focus rings and data-visualisation series) stay in the design system, are versioned with it, and are not reproduced here.

Light backgroundoklch(1 0 0)#FFFFFF

Light foregroundoklch(0.141 0.005 285.823)#09090B

Light identityoklch(0.491 0.27 292.581)#7008E7

Dark backgroundoklch(0.185 0.013 322)#151116

Dark foregroundoklch(0.985 0 0)#FAFAFA

Dark identityoklch(0.432 0.232 292.759)#5D0EC0

The identity violet is the ink the approved mark is drawn in. It darkens in the dark appearance so the mark holds together as artwork. The interactive primary colour used inside ChromePetal products is a separate theme role and moves in the opposite direction; do not read the identity accent rules as limits on interface colour.

Print conversion

Identity C52 M97 Y0 K9
Foreground K100

Device values carried by the CMYK artwork, not a separation measured through the registered output intent.

Extended brand palette

Four brand roles extend the identity for campaign, deck and interface work. Each has a fixed appearance pair, a fixed partner ink and a contrast limit.

These sit beside the identity-critical roles, not inside them. The purely functional interface tokens — surfaces, borders, inputs, focus rings and data-visualisation series — remain in the design system and are not reproduced here.

Secondary · lightoklch(0.768 0.233 130.85)#7CCF00

Accent · lightoklch(0.685 0.169 237.323)#00A6F4

Highlight · lightoklch(0.656 0.241 354.308)#F6339A

Primary · lightoklch(0.491 0.27 292.581)#7008E7

Secondary · darkoklch(0.841 0.238 128.85)#9AE600

Accent · darkoklch(0.746 0.16 232.661)#00BCFF

Highlight · darkoklch(0.718 0.202 349.761)#FB64B6

Primary · darkoklch(0.702 0.183 293.541)#A684FF

Role	Use	Pair with	Text-on-fill contrast
Secondary	Affirmative support and positive states	Dark lime ink on the fill	7.52:1 light · 9.55:1 dark
Accent	Counterpoint fields, links and wayfinding	Dark ink on the fill	7.35:1 light · 9.13:1 dark
Highlight	Sparing emphasis; never body text	Dark ink on the fill	5.55:1 light · 5.46:1 dark
Primary	Interactive controls and focus; not the identity ink	White or dark ink per appearance	7.30:1 light · 6.98:1 dark

Colour is never the sole carrier of meaning; pair it with text, shape or position. On a white background these values reach only large-graphic contrast — 1.95:1, 2.71:1 and 3.58:1 for secondary, accent and highlight — so they are fills and graphics, not small text or state. The interactive primary equals the identity violet in the light appearance and diverges only in the dark, where the identity darkens to hold as artwork while the primary lightens to stay operable.

Appearance modes

Colour · light

Colour · dark

Monochrome

100% foreground; an opaque 60% tint of the same ink for the bottom-right module. The tint is a solid value, never transparency.

High contrast

Every module is solid black or white; geometry carries identity.

The dark identity violet is an accent module only. At 2.04:1 on the approved dark background it is not body text, an informative icon, a focus indicator, a control boundary, a status or the only visual signal. This limit describes the mark, not the separate interactive primary role in the product theme.

Typography

The editorial type system is sharp, direct and built for technical clarity. The wordmark remains outlined artwork.

Montserrat Variable · headings

An AI software company.

Sentence case · restrained weight contrast · compact labels

Montserrat Variable · body

We design and build LLM systems, AI agents and AI-driven applications.

Paragraphs · captions · explanations · long table notes

Geist Mono Variable · technical notation

24 px · 8 mm · oklch(0.491 0.27 292.581)
brand-mark-firm-color-light.svg

Do: use sentence case, comfortable body sizes and monospaced values where comparison matters.

Do not: typeset the wordmark, use rounded display fonts, compress letterforms or turn every label into a decorative badge.

Typeface licensing

Both brand typefaces are released under the SIL Open Font License, Version 1.1. An external partner can use them for ChromePetal work without buying a licence or requesting a key.

Typeface	Role in the system	Copyright holders	Licence
Montserrat Variable	Headings and body	The Montserrat Project Authors, 2011	SIL OFL 1.1
Geist Mono Variable	Technical notation	The Geist Project Authors, 2024	SIL OFL 1.1

Permitted

Use, study, copy, merge, modify and redistribute the fonts, free of charge.
Embed them in documents, presentations and PDFs.
Bundle or sell them with other software, provided the notice and the licence travel with every copy.

Not permitted

Selling either font on its own, modified or unmodified.
Passing on a copy without the copyright notice and the licence text.
Using the copyright holders’ or authors’ names to promote a modified version.
Releasing a modified version under any other licence.

Neither release declares a Reserved Font Name, so the condition restricting modified versions from reusing the primary font name has no name to act on. The full licence text ships beside the fonts as montserrat-LICENSE.txt and geist-mono-LICENSE.txt; include it with any onward copy of the font files. The wordmark is supplied as outlined artwork rather than live type, so the identity rules in this guide govern it, not this licence.

Photography and illustration

Imagery shows applied work in real settings. It holds to the same evidence-over-spectacle standard as the writing.

Subject

Practitioners and operators at work: screens, workshops and the rooms where decisions get made. People are observed, not posed.

Light and colour

Available light, honest white balance and restrained saturation. No heavy grade, bloom, vignette or lens flare.

Framing

Rectangular crops with a clear subject and generous space around it. Square corners, matching the rest of the system.

Avoid the category clichés

Glowing brains, neural filigree, humanoid robots and android hands.
Circuit-board motifs, falling code and blue-glow futurism.
Floating holographic interfaces that nobody could operate.
Pictures that illustrate the words artificial intelligence rather than the work.

Keep essential words out of the image and in text, where they can be read, translated and found. Where a picture carries meaning, describe what it shows rather than repeating the caption. The identity violet appears in imagery only as a deliberate accent, never as a wash laid over a photograph.

Iconography and motion

ChromePetal publishes no icon library. When icons are drawn or chosen they inherit the geometry of the firm mark, and when anything moves it stays brief and optional.

Icon construction

Draw on a square grid, with one stroke weight held across the whole set.
Square ends and joins; right angles, with the 45° diagonal as the only slope.
No rounded corners, no tapered strokes, no two-tone fills.
One visual weight per set — never mix outlined and filled icons in one interface.

Motion

Purposeful

Movement explains a change of state or the relationship between two views. Decoration is not a purpose.

Brief

Short, even durations with a gentle ease-out. No bounce, elastic, overshoot or spin.

Optional

Honour a reduced-motion preference: drop the movement, keep the meaning and never remove the content.

Backgrounds and placement

Use approved solid fields. When the environment is visually active, introduce a sharp rectangular plate with full clear space.

Approved

Solid approved light or dark backgrounds.
Transparent artwork where final composited contrast is known.
A solid light or dark rectangular plate over photography or video.
Alignment to a clear page, component or container edge.

Not approved

Direct placement on busy photography, texture or gradients.
Shadows, glows, strokes or filters used to rescue contrast.
Transparent modules or decorative containers.
Floating placement without a grid relationship.

Accessibility behaviour

The same artwork can be meaningful or decorative. Accessible behaviour follows its role in context.

Context	Behaviour	Required treatment
Artwork repeats adjacent company text	Decorative	Hide the repeated artwork from assistive technology or use an empty text alternative
Artwork is the only identity cue	Meaningful image	Provide the concise accessible name ChromePetal
Artwork is inside a named home link	Usually decorative	Name the link ChromePetal home; do not repeat the name in the artwork
Forced-colours environment	System-colour silhouette	Render every module in the active system text colour
Unknown or weak background	Select another asset	Use verified high-contrast artwork or a solid plate

4.5:1Normal text target

3:1Large text and informative non-text target

0States carried by purple alone

WCAG exempts logotypes from its text-contrast criterion. That exception does not permit invisible, misleading or colour-dependent identity placement.

Web, favicon and PWA

Favicon

Maskable

Any

Monochrome

Use the full lockup or firm mark for interface identity. Reserve compact artwork for browser and installed-app icon surfaces.

Manifest mapping

brand-pwa-any-{192,512}.png -> purpose: "any".
brand-pwa-maskable-{192,512}.png -> purpose: "maskable".
brand-pwa-monochrome-512.png -> purpose: "monochrome".
Preserve the supplied canvas; maskable safe content remains inside the central 80%-diameter circle.

rel="icon" · sizes · rel="apple-touch-icon"

Mobile, app and store use

Apple default

Apple dark

Android foreground

Google Play

Apple

Supply square 1024×1024 source art.
Use the matching default, dark or tinted input.
Let Apple apply platform masks and current layered treatment.
Do not bake in rounded corners.

Android and Play

Map 432×432 files to background, foreground and monochrome adaptive roles.
Keep important art inside the 66×66 dp safe zone on the 108×108 dp canvas.
Use the 512×512 PNG for Google Play.
Do not add a mask, shadow, badge or promotional text.

Email and BIMI

Plated light fallback

BIMI source

Email baseline

Use PNG for general email rendering.
Use transparent variants only where composited contrast is controlled.
Use a supplied light or dark plate where dark-mode or transparency behaviour is unreliable.
The sender publishes an absolute HTTPS URL and supplies meaningful or empty alt text according to context.

BIMI mark use

Use only the dedicated square brand-bimi.svg file.
Preserve the SVG Tiny P/S profile and solid background.
Do not add animation, scripts, external references or transparency.
BIMI display eligibility also depends on authenticated mail and a DMARC policy at enforcement — quarantine or reject at 100%; none is not accepted.
Obtain a mark certificate. A Verified Mark Certificate is issued against a registered trademark of the logo; a Common Mark Certificate is the route where no registration exists. Self-asserted records have limited support across mailbox providers, and each provider sets its own display criteria.

SEO and social metadata

Organisation identity · 512×512

Open Graph · 1200×630

Surface	Approved asset	Placement requirement
Organisation structured data	`brand-organization-512.png`	Stable absolute crawlable URL; `Organization.logo`; valid name and URL
Constrained search identity	`brand-search-96.png`	Use only where the channel accepts the supplied size
Social profile	`brand-avatar-1200.png`	Upload without trimming the visible construction grid
Link preview	`brand-open-graph-1200x630.png`	`og:image`, secure URL, MIME type, width, height and descriptive `og:image:alt`

Office documents and digital PDFs

Colour document PNG

One-ink document PNG

Office workflows

Use the 1200 px PNG files where office software cannot preserve vector artwork.
Keep the source aspect ratio and required clear space.
Export at sufficient placed size; never upscale a smaller raster substitute.
Use document metadata and accessible text for the company name.

Ordinary digital PDFs

Use the approved RGB PDF asset when the workflow supports placed vector PDF.
Embed or preserve fonts for document content; the wordmark itself remains outlined.
Check links, reading order, language, headings and alt text in the final document.
Do not label an ordinary exported PDF as PDF/X-4.

Professional print and PDF/X-4

Use the approved CMYK PDF/X-4 files as a standards-based exchange default — not as a substitute for a print brief.

Registered output intent

APTEC_Offset_Coated_LinearCTV_2025

ISO 12647-2:2013 paper type 1 · premium coated · sheet-fed offset · TAC 320% · medium GCR · maximum K 100% · Linear CTV.

Approved separations

Identity: C52 M97 Y0 K9
Foreground: K100

One ink: foreground 100%; accent module a 60% tint of the same ink.

Device values, not a separation measured through the registered condition. The foreground prints as single-ink black so the fine diagonal cuts cannot misregister.

Before production

Confirm final stock, press condition, finishing and viewing intent with the printer.
Ask the printer to separate the identity violet from the OKLCH or RGB master for the actual press condition; the supplied CMYK is an in-gamut approximation.
Confirm whether a printer-provided ICC profile replaces the registered exchange default. European work is commonly specified to FOGRA51 rather than this condition.
Confirm total ink limit, black generation, overprint and transparency handling.
Use the CMYK PDF/X-4 asset only for its stated coated workflow; use one-ink black or reversed for single-ink work.
Run a contract proof and inspect clear space, fine cuts, small-size legibility and colour.

PDF/X-4 supports colour-managed CMYK, grey, RGB and spot-colour data with transparency. It does not guarantee a correct job without the intended production condition.

Asset naming and handling

Consistent filenames and careful handling keep approved variants unambiguous across media.

Asset detail	Required handling
Filename	Preserve the supplied `brand-*` filename whenever the destination allows it
Identity form	Keep `logo`, `wordmark`, `firm` and `compact` designations distinct
Appearance	Match colour, monochrome, one-ink or high-contrast variants to the verified background
Dimensions	Keep declared pixel dimensions, vector artboards and transparent safe-zone canvases unchanged
Print profile	Keep the registered output intent with the corresponding PDF/X-4 artwork

Naming pattern

brand-[channel-or-role]-[form]-[appearance-or-state]-[size].[format]

Omit role-dependent segments when they are absent. Appearance or background state may be a compound such as color-light. A single size is the declared width for square or fixed-proportion assets; use widthxheight when both dimensions are significant.

If a platform forces a renamed copy, retain the approved original unchanged and document the platform-facing name alongside it.

Template specification

No template files are published yet. These are the requirements a deck, letterhead, signature or social template must meet before it carries the identity.

Template	Canvas	Identity placement	Minimum identity size
Presentation deck	`1920 × 1080 px`	Horizontal logo on the opening slide; firm mark on content slides	`160 px` logo · `24 px` mark
Letterhead	A4 `210 × 297 mm`	Horizontal logo at the head; owner line in the foot	`40 mm` logo
Email signature	Live text, no background image	Horizontal logo or firm mark above the name block	`160 px` logo · `24 px` mark
Social profile and cover	Dimensions declared by the channel	Supplied avatar artwork, untrimmed and clear of channel overlays	Approved avatar file, unchanged

Every template

Holds one clear-space unit around the identity, measured from the supplied artboard.
Sets type in Montserrat, keeping Geist Mono for values and filenames.
Uses square corners and approved solid fields, with no gradient or photographic backing behind the mark.
Carries no meaning in colour alone.

A compliant template is not a standing approval. Once it carries real content, check the result against this guide at the size and in the medium it will be seen.

Prohibited treatments

If a placement needs the identity to be altered before it works, change the placement or choose another approved asset.

Geometry and composition

Do not redraw, simplify, rotate, skew, stretch, crop or rearrange the mark.
Do not change either diagonal cut, round module corners, merge modules or delete firm modules.
Do not combine the compact module with the firm mark, wordmark or another identity element.
Do not recreate the wordmark with live type.

Colour, effects and delivery

Do not substitute nearby colours, gradients, textures, outlines, shadows, glows or transparency.
Do not place artwork on unverified low-contrast backgrounds.
Do not use purple as the sole carrier of meaning.
Do not trim safe-zone canvases or rename approved assets casually.
Do not use channel-specific artwork outside its assigned role or strip a registered print output intent.

Decision test

Approved file + approved context + verified contrast + preserved geometry.

When any term is missing, resolve it before the artwork is released.

Co-branding and partner lockups

When ChromePetal appears beside a partner, the two identities share one balanced lockup and each mark stays whole.

Partner mark

Order and division

ChromePetal leads — left in a row, top in a stack. A thin vertical rule separates the marks, with clear space kept on both sides of it.

Optical balance

Match the partner mark to the ChromePetal mark by optical height, not bounding box. Neither identity should dominate the pair.

Never

Merge the two marks into a single new symbol, or share a container that redraws either one.
Recolour, restyle or redraw the partner mark to match ChromePetal, or tint either mark brand purple.
Let either mark lose its own clear space, or crowd the dividing rule.
Imply partnership or endorsement without written approval from ChromePetal.

Incorrect use

Each treatment below breaks the identity. They show the prohibitions in practice; when a placement seems to need one, change the placement instead.

Do not

Stretched or squashed proportions.

Do not

Rotated or skewed placement.

Do not

Substituted or shifted colours.

Do not

Shadows, glows or added outlines.

Do not

Placed on an unverified low-contrast field.

Do not

ChromePetal

Wordmark set in live type instead of the artwork.

Trademark and ownership

The ChromePetal name, wordmark, firm mark, compact module and lockups belong to their owner and may be used only as this guide sets out.

Owner

ChromePetal - Leno Carvalho Unipessoal, Lda.
NIPC 518944115

Which symbol

The marks are unregistered. Use ™ where a symbol is wanted. Never use ® — it asserts a registration that does not exist, and making that claim is an offence in a number of jurisdictions.

A third party may

Use the supplied artwork unchanged to refer to ChromePetal, once approval is in place.
Describe an existing relationship factually and accurately.
Reproduce the marks in reporting, review or comparison, so far as the law allows.

A third party may not

Take the marks into its own product, service, company or domain name.
Seek to register the marks, or anything confusingly close to them, anywhere.
Imply endorsement, partnership or certification that has not been given in writing.
Alter the artwork, or place it in a way this guide prohibits.

This guide, its text and the identity artwork remain the property of the owner named above. Permission to use the identity may be withdrawn. The two typefaces are licensed separately and carry their own terms.

Permission and approval

External use of the identity needs approval in writing before it is published. There are two routes, so a request reaches the right desk.

Identity use

brand@chromepetal.eu

Asset requests, placement approval, partner lockups, events — anything where the identity will appear in public.

Ownership and enforcement

legal@chromepetal.eu

Ownership and trademark questions, licensing terms, and reports of misuse or of a confusingly similar mark.

Include in the request

Who is asking, and on whose behalf.
Where the identity will appear, in what medium and at what size.
A proof showing the actual placement and its background.
When it publishes, and how long the use runs.

Approval does not replace the rules in this guide. An approved placement still has to use approved artwork, verified contrast and unaltered geometry.

Identity selection and dimensions

Choose the simplest approved identity that meets the available size, context and naming need.

Form	Use	Digital	Print	Clear space
Horizontal logo	Default wide signature	`>=160 px`	`>=40 mm`	`1x` external; `2x` internal gap
Stacked logo	Centred composition	`>=120 px`	`>=35 mm`	`1x` external; `2x` internal gap
Wordmark	Name without mark	`>=120 px`	`>=35 mm`	`1x`
Firm mark	Established identity	`>=24 px`	`>=8 mm`	`1x`
Compact module	Specified constrained icons only	`>=16 px`	`>=5 mm`	`0.5x`

Context decision

Context	First choice	Fallback	Never
Wide header, footer, document	Horizontal logo	Firm mark when name is adjacent	Stacked logo squeezed into a narrow row
Centred cover or square field	Stacked logo	Firm mark	Compact module with wordmark
Interface identity	Horizontal logo or firm mark	Approved wordmark where the name must remain prominent	Typeset wordmark
Favicon, PWA, app, store, search	Catalogue-specific compact asset	None without brand approval	Four-module art cropped into the compact canvas
Print signature	Approved vector PDF	1200 px document PNG for office use	Screen capture or upscaled small PNG

Appearance and accessibility

Appearance	Background	Accent	Accessibility
Colour light	Approved light solid	Light identity at 100%	Label by role; purple never carries state alone
Colour dark	Approved dark solid	Dark identity at 100%	Accent is logo-only at 2.04:1; foreground remains 17.91:1
Monochrome / one ink	Known light or dark	60% of same ink	Value difference is supportive; geometry remains complete
High contrast	Known opposite solid	All modules solid	Use black or white with verified edge contrast
Forced colours	User-agent Canvas	No brand purple	Every shape in the supplied SVG becomes opaque `CanvasText`

Accessible role

Situation	Required behaviour
Only identity cue	Concise accessible name ChromePetal
Repeats visible text	Decorative: `aria-hidden` or empty `alt`
Named home link	Name the link; hide repeated art
Unknown background	Select high contrast or add solid plate

Final placement check

Check	Requirement
Geometry	Approved form remains complete and unedited
Size	Minimum size and clear space are met
Appearance	Variant matches the final background
Accessible role	Meaningful artwork is named; repeated artwork is decorative
Canvas	Safe zones and declared dimensions remain intact

Light ratios: foreground/background 19.90:1; identity/background 7.30:1. Dark ratios: foreground/background 17.91:1; identity/background 2.04:1.

Format, channel and production matrix

Format	Use	Do	Do not
SVG	Scalable digital identity; BIMI only when Tiny P/S	Keep vector geometry and explicit appearance	Apply filters, edit paths or assume ordinary SVG is BIMI-compliant
PNG	Email, PWA, mobile, stores, SEO, social, office documents	Use exact catalogue dimensions and canvas	Upscale, trim safe zones or bake platform masks
ICO	Legacy/multi-size browser icon	Use only for the browser-icon role	Use as a general-purpose source
RGB PDF	Digital documents and ordinary vector placement	Preserve vector art and RGB intent	Call it press-ready PDF/X-4
CMYK PDF/X-4	Controlled professional-print exchange	Confirm the APTEC condition or replace with printer brief	Reuse blindly for another stock or press
One-ink PDF	Single-ink black or reversed reproduction	Keep 100%/60% value relationship	Convert the accent to an unrelated ink

Exact channel inputs

Channel	Dimensions	Placement
Favicon	16, 32, 48, 96 px; SVG; multi-size ICO	Match each declared browser-icon size
PWA	192 and 512 px; monochrome 512 px	Manifest purpose `any`, `maskable` or `monochrome`
Apple Web Clip	180×180 px	`apple-touch-icon` metadata
Apple app/store	1024×1024 px	Asset catalogue; system applies final mask
Android adaptive	432×432 px sources for 108 dp layers	Background, foreground and monochrome roles
Google Play	512×512 px PNG	Full square store source
Email	64–640 px wide; plated outputs 96 or 192 px high	Absolute HTTPS URL supplied by sender
SEO/social	96, 512, 1200 square; 1200×630 preview	Use the supplied file at its exact dimensions
Document raster	1200×1200 px	Office workflows only
Print PDF	Vector artboard	RGB, one-ink or CMYK PDF/X-4 selected by workflow

Approved asset catalogue · 1–13 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-bimi.svg	SVG	96×96	color-light light placement · light canvas	bimi · email · safe-zone Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-compact-128.png	PNG	128×128	primary-light light placement · transparent canvas	email · compact · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-compact-64.png	PNG	64×64	primary-light light placement · transparent canvas	email · compact · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-horizontal-dark-320.png	PNG	320×70	color-dark dark placement · transparent canvas	email · horizontal · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-horizontal-dark-640.png	PNG	640×140	color-dark dark placement · transparent canvas	email · horizontal · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-horizontal-light-320.png	PNG	320×70	color-light light placement · transparent canvas	email · horizontal · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-horizontal-light-640.png	PNG	640×140	color-light light placement · transparent canvas	email · horizontal · transparent Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-plated-dark-320.png	PNG	320×96	color-dark dark placement · dark canvas	email · horizontal · plated Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-plated-dark-640.png	PNG	640×192	color-dark dark placement · dark canvas	email · horizontal · plated Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-plated-light-320.png	PNG	320×96	color-light light placement · light canvas	email · horizontal · plated Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-email-plated-light-640.png	PNG	640×192	color-light light placement · light canvas	email · horizontal · plated Match transparent or plated artwork to the verified field; reserve Tiny P/S SVG for BIMI.
brand-favicon-16.png	PNG	16×16	primary-light light placement · transparent canvas	favicon · compact Match the file to its declared browser-icon size or scalable role.
brand-favicon-32.png	PNG	32×32	primary-light light placement · transparent canvas	favicon · compact Match the file to its declared browser-icon size or scalable role.

Approved asset catalogue · 14–26 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-favicon-48.png	PNG	48×48	primary-light light placement · transparent canvas	favicon · compact Match the file to its declared browser-icon size or scalable role.
brand-favicon-96.png	PNG	96×96	primary-light light placement · transparent canvas	favicon · compact Match the file to its declared browser-icon size or scalable role.
brand-favicon.ico	ICO	Vector	primary-light light placement · transparent canvas	favicon · multi-size Match the file to its declared browser-icon size or scalable role.
brand-favicon.svg	SVG	Vector	primary-light light placement · transparent canvas	favicon · compact · vector Match the file to its declared browser-icon size or scalable role.
brand-android-background-432.png	PNG	432×432	color-light light placement · light canvas	android · adaptive-background Use the stated platform role and preserve the complete canvas.
brand-android-foreground-432.png	PNG	432×432	primary-light light placement · transparent canvas	android · adaptive-foreground · safe-zone Use the stated platform role and preserve the complete canvas.
brand-android-monochrome-432.png	PNG	432×432	monochrome-white dark placement · transparent canvas	android · monochrome · grayscale-alpha-mask · safe-zone Use the stated platform role and preserve the complete canvas.
brand-app-store-1024.png	PNG	1024×1024	primary-light light placement · light canvas	app-store · mobile · safe-zone Use the stated platform role and preserve the complete canvas.
brand-apple-dark-1024.png	PNG	1024×1024	primary-dark dark placement · dark canvas	apple · mobile · dark · safe-zone Use the stated platform role and preserve the complete canvas.
brand-apple-default-1024.png	PNG	1024×1024	primary-light light placement · light canvas	apple · mobile · safe-zone Use the stated platform role and preserve the complete canvas.
brand-apple-tinted-1024.png	PNG	1024×1024	tinted controlled placement · transparent canvas	apple · mobile · grayscale-alpha-mask · safe-zone Use the stated platform role and preserve the complete canvas.
brand-google-play-512.png	PNG	512×512	primary-light light placement · light canvas	google-play · mobile · store-listing · safe-zone Use the stated platform role and preserve the complete canvas.
brand-logo-horizontal-cmyk-pdfx4.pdf	PDF	550.64×120	cmyk light placement · transparent canvas	print · vector · cmyk · pdf-x-4 · horizontal Document or print producer selects RGB, one-ink or registered PDF/X-4.

Approved asset catalogue · 27–39 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-logo-horizontal-one-ink-black.pdf	PDF	550.64×120	one-ink-black light placement · transparent canvas	print · vector · one-ink-black · horizontal Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-horizontal-one-ink-reversed.pdf	PDF	550.64×120	one-ink-reversed dark placement · transparent canvas	print · vector · one-ink-reversed · horizontal Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-horizontal-rgb.pdf	PDF	550.64×120	color-light light placement · transparent canvas	print · vector · rgb · horizontal Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-stacked-cmyk-pdfx4.pdf	PDF	398.64×200	cmyk light placement · transparent canvas	print · vector · cmyk · pdf-x-4 · stacked Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-stacked-one-ink-black.pdf	PDF	398.64×200	one-ink-black light placement · transparent canvas	print · vector · one-ink-black · stacked Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-stacked-one-ink-reversed.pdf	PDF	398.64×200	one-ink-reversed dark placement · transparent canvas	print · vector · one-ink-reversed · stacked Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-logo-stacked-rgb.pdf	PDF	398.64×200	color-light light placement · transparent canvas	print · vector · rgb · stacked Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-mark-compact-rgb.pdf	PDF	56×56	primary-light light placement · transparent canvas	print · vector · rgb · compact Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-mark-firm-cmyk-pdfx4.pdf	PDF	120×120	cmyk light placement · transparent canvas	print · vector · cmyk · pdf-x-4 Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-mark-firm-one-ink-black.pdf	PDF	120×120	one-ink-black light placement · transparent canvas	print · vector · one-ink-black Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-mark-firm-one-ink-reversed.pdf	PDF	120×120	one-ink-reversed dark placement · transparent canvas	print · vector · one-ink-reversed Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-mark-firm-rgb.pdf	PDF	120×120	color-light light placement · transparent canvas	print · vector · rgb Document or print producer selects RGB, one-ink or registered PDF/X-4.
brand-document-color-1200.png	PNG	1200×1200	color-light light placement · light canvas	print · document · color Document producer places at adequate resolution and preserves proportion.

Approved asset catalogue · 40–52 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-document-one-ink-1200.png	PNG	1200×1200	one-ink-black light placement · light canvas	print · document · one-ink Document producer places at adequate resolution and preserves proportion.
brand-organization-512.png	PNG	512×512	color-light light placement · light canvas	seo · organization · safe-zone Use only at the stated search or organisation-logo dimensions.
brand-search-96.png	PNG	96×96	primary-light light placement · light canvas	seo · search · compact Use only at the stated search or organisation-logo dimensions.
brand-avatar-1200.png	PNG	1200×1200	color-light light placement · light canvas	social · avatar · hairline-grid Upload at the exact supplied dimensions without trimming.
brand-open-graph-1200x630.png	PNG	1200×630	color-light light placement · light canvas	social · open-graph · hairline-grid Upload at the exact supplied dimensions without trimming.
brand-logo-horizontal-color-dark.svg	SVG	Vector	color-dark dark placement · transparent canvas	brand-logo · horizontal · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-horizontal-color-light.svg	SVG	Vector	color-light light placement · transparent canvas	brand-logo · horizontal · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-horizontal-high-contrast-black.svg	SVG	Vector	high-contrast-black light placement · transparent canvas	brand-logo · horizontal · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-horizontal-high-contrast-white.svg	SVG	Vector	high-contrast-white dark placement · transparent canvas	brand-logo · horizontal · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-horizontal-monochrome-black.svg	SVG	Vector	monochrome-black light placement · transparent canvas	brand-logo · horizontal · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-horizontal-monochrome-white.svg	SVG	Vector	monochrome-white dark placement · transparent canvas	brand-logo · horizontal · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-stacked-color-dark.svg	SVG	Vector	color-dark dark placement · transparent canvas	brand-logo · stacked · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-stacked-color-light.svg	SVG	Vector	color-light light placement · transparent canvas	brand-logo · stacked · vector Choose the listed appearance for the verified background; keep paths unchanged.

Approved asset catalogue · 53–65 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-logo-stacked-high-contrast-black.svg	SVG	Vector	high-contrast-black light placement · transparent canvas	brand-logo · stacked · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-stacked-high-contrast-white.svg	SVG	Vector	high-contrast-white dark placement · transparent canvas	brand-logo · stacked · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-stacked-monochrome-black.svg	SVG	Vector	monochrome-black light placement · transparent canvas	brand-logo · stacked · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-logo-stacked-monochrome-white.svg	SVG	Vector	monochrome-white dark placement · transparent canvas	brand-logo · stacked · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-compact-black.svg	SVG	Vector	monochrome-black light placement · transparent canvas	brand-mark · compact · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-compact-primary-dark.svg	SVG	Vector	primary-dark dark placement · transparent canvas	brand-mark · compact · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-compact-primary-light.svg	SVG	Vector	primary-light light placement · transparent canvas	brand-mark · compact · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-compact-white.svg	SVG	Vector	monochrome-white dark placement · transparent canvas	brand-mark · compact · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-firm-color-dark.svg	SVG	Vector	color-dark dark placement · transparent canvas	brand-mark · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-firm-color-light.svg	SVG	Vector	color-light light placement · transparent canvas	brand-mark · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-firm-high-contrast-black.svg	SVG	Vector	high-contrast-black light placement · transparent canvas	brand-mark · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-firm-high-contrast-white.svg	SVG	Vector	high-contrast-white dark placement · transparent canvas	brand-mark · vector · high-contrast Choose the listed appearance for the verified background; keep paths unchanged.
brand-mark-firm-monochrome-black.svg	SVG	Vector	monochrome-black light placement · transparent canvas	brand-mark · vector Choose the listed appearance for the verified background; keep paths unchanged.

Approved asset catalogue · 66–74 of 74

Exact approved records. Filenames, formats, dimensions, appearances, placements, canvases and use notes are normative. Paths are stated from the root of the approved asset library, not from this document.

Asset	Fmt	Size	Appearance	Purpose / Use note
brand-mark-firm-monochrome-white.svg	SVG	Vector	monochrome-white dark placement · transparent canvas	brand-mark · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-wordmark-black.svg	SVG	Vector	monochrome-black light placement · transparent canvas	brand-wordmark · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-wordmark-white.svg	SVG	Vector	monochrome-white dark placement · transparent canvas	brand-wordmark · vector Choose the listed appearance for the verified background; keep paths unchanged.
brand-apple-touch-icon-180.png	PNG	180×180	primary-light light placement · light canvas	apple-touch-icon · safe-zone Match the declared manifest or Apple Web Clip purpose.
brand-pwa-any-192.png	PNG	192×192	primary-light light placement · light canvas	pwa · any · safe-zone Match the declared manifest or Apple Web Clip purpose.
brand-pwa-any-512.png	PNG	512×512	primary-light light placement · light canvas	pwa · any · safe-zone Match the declared manifest or Apple Web Clip purpose.
brand-pwa-maskable-192.png	PNG	192×192	primary-light light placement · light canvas	pwa · maskable · safe-zone Match the declared manifest or Apple Web Clip purpose.
brand-pwa-maskable-512.png	PNG	512×512	primary-light light placement · light canvas	pwa · maskable · safe-zone Match the declared manifest or Apple Web Clip purpose.
brand-pwa-monochrome-512.png	PNG	512×512	monochrome-white dark placement · transparent canvas	pwa · monochrome · safe-zone Match the declared manifest or Apple Web Clip purpose.

Production preflight

Email and BIMI

Select transparent or plated PNG after testing in the intended email clients.
Set meaningful or empty alt text from the message context.
Preserve the supplied dimensions and clear space.
Use only the dedicated SVG Tiny P/S file for BIMI.
Check both light and dark presentation where the email client can alter colours.

Web, PWA and metadata

Use the approved lockup or firm mark for visible interface identity.
Match icon purpose and declared sizes exactly.
Preserve maskable and monochrome canvases.
Use the supplied organisation and social imagery without trimming.
Pair preview imagery with accurate titles, descriptions and descriptive alt text.

Mobile and stores

Use the current Apple asset-catalogue configuration.
Map default, dark and tinted source art to matching roles.
Map Android background, foreground and monochrome layers.
Keep Android important art inside the 66×66 dp safe zone.
Upload the full Google Play square without a baked mask or badge.

Print and PDF

Choose RGB, one-ink or CMYK PDF/X-4 for the actual workflow.
Confirm stock, press, finishing, viewing and proofing.
Confirm the printer ICC profile and total ink limit.
Inspect clear space, cuts, small sizes and overprint on proof.
Record any conversion away from the approved exchange default.

Editions and changes

Each edition supersedes every earlier one. Where a saved or printed copy disagrees with the current edition, the current edition governs.

Edition	Date	What changed
1.2	31 July 2026	Expanded the guidelines with identity applications, production guidance and governance.
1.1	30 July 2026	First published edition.

How editions are numbered

The second number moves when guidance is added, corrected or clarified.
The first number moves when the identity itself changes.
Page 1 carries its edition and date in the cover edition block; pages 2–46 carry them in the footer.

Primary research references

Direct authoritative sources consulted 29 July 2026. Check current editions before production where platform requirements may change.

W3C · WCAG 2.2 — w3.org/TR/WCAG22/
W3C · CSS Color Adjustment Level 1 — w3.org/TR/css-color-adjust-1/
W3C · CSS Color Level 4 — w3.org/TR/css-color-4/
W3C · Web Application Manifest — w3.org/TR/appmanifest/
WHATWG · HTML Standard, link types — html.spec.whatwg.org/multipage/links.html
Apple · App icons — developer.apple.com/design/human-interface-guidelines/app-icons/
Apple · Configuring app icons — developer.apple.com/documentation/xcode/configuring-your-app-icon
Android Developers · Adaptive icons — developer.android.com/develop/ui/compose/system/icon_design_adaptive
Google Play Console Help · Preview assets — support.google.com/googleplay/android-developer/answer/9866151
IETF · RFC 9989, DMARC — rfc-editor.org/info/rfc9989
BIMI Group · Implementation Guide — bimigroup.org/implementation-guide/
BIMI Group · Creating BIMI SVG Logo Files — bimigroup.org/creating-bimi-svg-logo-files/
Google Search Central · Organisation structured data — developers.google.com/search/docs/appearance/structured-data/organization
Schema.org · Organization — schema.org/Organization
Open Graph protocol — ogp.me/
ISO · ISO 15930-7:2010 — iso.org/standard/55843.html
ICC · APTEC_Offset_Coated_LinearCTV_2025 — registry.color.org/profile-registry/APTEC_Offset_Coated_LinearCTV_2025

Final brand check

Before branded work is released, confirm that the identity remains clear, consistent, accessible and suited to its medium.

Identity

The approved mark, lockup or wordless form is used.
Geometry, diagonal cuts and wordmark artwork remain unchanged.
Minimum size and clear space are met.
The appearance matches the final background.
The compact module appears only in an approved constrained surface.

Production

The file format and dimensions suit the medium.
Safe-zone canvases and output intents remain intact.
Meaningful artwork has an accessible name.
Colour is not the only carrier of information.
The final output has been reviewed at its intended size.

When in doubt

Simplify the placement; never simplify the artwork. Choose the approved asset whose form, appearance, dimensions and intended channel match the use.

Brand guidelines

About this standard

Reference order

How to use this standard

Selection sequence

Contents

Production reference

Positioning

Strategic anchor

Capability boundary

Voice and writing

Precise

Grounded

Calmly confident

Accountable

Technically fluent

Direct

Use

Avoid

Firm mark anatomy

Lockups

Horizontal

Stacked

Wordless variants

Firm mark

Compact module

Clear space

Minimum size and responsive use

Responsive substitution

Identity colour system

Print conversion

Extended brand palette

Appearance modes

Typography

Typeface licensing

Permitted

Not permitted

Photography and illustration

Subject

Light and colour

Framing

Avoid the category clichés

Iconography and motion

Icon construction

Motion

Purposeful

Brief

Optional

Backgrounds and placement

Approved

Not approved

Accessibility behaviour

Web, favicon and PWA

Manifest mapping

Mobile, app and store use

Apple

Android and Play

Email and BIMI

Email baseline

BIMI mark use

SEO and social metadata

Office documents and digital PDFs

Office workflows

Ordinary digital PDFs

Professional print and PDF/X-4

Registered output intent

Approved separations

Before production

Asset naming and handling

Naming pattern

Template specification

Every template

Prohibited treatments

Geometry and composition

Colour, effects and delivery

Co-branding and partner lockups

Order and division

Optical balance

Never

Incorrect use