Brand guidelines

This page is the guide to using the Applied Labs name, marks, color, and type — with the assets to do it properly. It is written for partners, press, and anyone representing Applied Labs in their own materials.

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Wordmark

The wordmark sets the full name in drawn uppercase letterforms. Use it for documents, press materials, and co-branded surfaces where the name has to be read. The uppercase belongs to the drawing — in writing, the name is always "Applied Labs".

Applied Labs wordmark
On dark — white

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Clearspace and minimum size

Give the mark clear space equal to its own height on every side — more is always fine. Nothing enters that space: not type, not imagery, not other logos.

1×1×1×1×
Clearspace — 1× the mark's height on all sides

At small sizes legibility wins: don't render the logomark below 16 px or the wordmark below 120 px wide.

16 px
120 px
Minimum sizes — logomark 16 px, wordmark 120 px wide

What to avoid

One shape, one color, upright. Everything below breaks the mark.

Don't recolor the mark
Don't stretch or compress it
Don't rotate it
Don't add shadows or effects
Don't outline it
Applied Labs
Don't build your own lockups

And in writing:

  • AppliedLabs — Without the space
  • Applied labs — Without a capitalized L
  • applied labs — In all lowercase
  • APPLIED LABS — In all caps — uppercase belongs to the drawn wordmark, not prose
  • Applied AI — Not our name
  • Applied-Labs — With a hyphen

Our name

The company is Applied Labs — two words, both capitalized.

  • Applied Labs — The company. Two words, both capitalized.
  • Applied — Shorthand after the first mention.
  • Applied Assistant, Applied Marketplace — Products take the Applied prefix.
  • appliedlabs.ai — The domain. Always lowercase, no space.

Color

The palette is a warm monochrome foundation — white and parchment surfaces, near-black ink, and graphite for dark sections — with one brand accent. Most of any page or asset should be white, parchment, and black; color appears only when it means something. Click a swatch to copy its value.

Accents

Electric Sapphire is the single strong accent — links, eyebrow labels, checks, and active states — with Cornflower Blue as support for icons, stats, chart lines, and dark surfaces. The olive greens are reserved for status and organic moments — never decoration. Everything else stays monochrome.

Roughly how a finished surface should read: white and parchment carry the page, black and graphite ground it, blue appears only where it carries meaning.

Type

Display and body are set in Archivo; small labels are set in IBM Plex Mono. Display lines are medium weight with negative tracking — calm, never flattened to zero. Body copy stays at one idea per paragraph. Uppercase, tracked-out mono is reserved for small labels inside cards — never headings, never section eyebrows.

Hero displayArchivo Semibold · 64/70 · tracking −0.03em

Customer operations, run by agents.

Section headingArchivo Medium · 54/60 · tracking −0.02em

Resolve, route, review.

BodyArchivo Regular · 17/27

Every reply is drafted from your own policies, reviewed against your own audits, and measured against your own resolution targets.

LabelIBM Plex Mono SemiBold · 11/14 · uppercase · tracking +0.16em

Active workflow

Photography

Applied photography is warm editorial film — real places where customers run their businesses, shot like Kodak Portra: soft grain, natural interior light, cream and muted-green palette, calm negative space. People are mid-action in a concrete service moment, never posing at camera. No readable text, logos, or screens as the subject.

Homepage hero — exclusive to the homepage. No other page reuses this image.
Page hero — each page owns a distinct scene tied to its workflow.
Closing CTA — every page ends on the same brownstone scene as the homepage.

Heroes crop 16:9 with the subject on the right third so headline copy sits in the calm left space. New photography is generated in this same film language — one scene per page, never shared between pages.

Voice

We write like operators, not marketers. Concrete nouns and verbs, sentence case, no hype.

Lead with the workflowConcrete nouns and verbs — resolve, route, review, audit, measure — before any claim about the technology.
Do

Route billing tickets to an agent that resolves them end to end.

Don't

Unlock seamless, next-gen support superpowers.

Plain sentences, one idea eachSentence case everywhere. No exclamation points. If a line needs a second read, rewrite it.
Do

Audit every reply before it ships.

Don't

A revolutionary, all-in-one command center for CX excellence.

Claims need receiptsUse numbers only when they come from a real deployment, and say where they came from.
Do

Deflected 64% of order-status tickets in the first month.

Don't

Massively reduces ticket volume overnight.

Partners and press

You can use our marks to say your product works with Applied Labs, in press coverage, and in co-marketing we've approved. A few rules keep that simple.

  1. 01

    Use the marks exactly as provided in the kit — one color, upright, with full clearspace.

  2. 02

    Say what is true. “Works with Applied Labs” and “built on Applied Labs” are fine; don’t imply a partnership or endorsement we haven’t agreed to.

  3. 03

    Our marks should never be larger or more prominent than your own.

  4. 04

    Don’t use the Applied Labs name or marks in your product name, company name, or domain.

  5. 05

    Co-marketing, joint announcements, and anything in paid media needs sign-off from us first.

Brand and press questions: press@appliedlabs.ai