Library/Brand guidelines

Brand guidelines

The visual system, documented. Reference for everyone shaping UMNAI surfaces, logo, color, typography, voice and the patterns that hold them together.

Logo system

Wordmark is primary, monogram is reserved for tight spaces.

Ink on white

Lime on ink

White on ink

Black on abstract

Mark, ink

Mark, lime

Mark, white

Mark, black on abstract

Clear space
Keep a margin around the wordmark equal to the height of the letter U. Never crowd the mark with other graphics or text.
Minimum size
Wordmark, 88px wide on screen, 22mm in print. Monogram, 24px on screen, 8mm in print.

Color, the marketing palette

Two-tone discipline. Ink and lime do nearly all the work, neutrals carry the rest. Do not introduce a third hue on marketing surfaces.

Ink and lime, the marketing palette

Almost every umnai.com surface is built from these two. Ink carries type and structure. Lime is the punctuation, one accent word, one dot, one underline.

ink

#0e0e0e

Foreground, headlines, buttons

lime-500

#aada14

Primary, dots, accent fills

lime-700

#608200

Accent text on white, eyebrows, AA

lime-300

#dcff50

Accent text on ink, highlights

Neutrals, the interface scale

Body copy, hairlines, soft backgrounds. Stay inside this scale for anything that is not a headline or an accent.

white

#ffffff

Page background

cream

#f6f4ef

Soft surface, hero wash base

grey-bg

#f5f5f5

Section grey

grey-border

#e5e5e5

Hairlines, panel borders

grey-text

#5a5a5a

Body copy

ink

#0e0e0e

Headlines

Surface washes

Soft, cream-based radial gradients. Use a wash to separate sections, never as a background for body copy without a panel on top.

WASH_HERO

Homepage and page heroes. Amber top-right, lime bottom-left, cream base.

WASH_AMBER

Capability and evidence bands.

WASH_COOL

Reflective sections, hybrid intelligence explainers.

WASH_LIME

Quiet lime hint, used sparingly under product callouts.

Extended palette, product only

Cerulean, amber, violet and coral exist in the token system for in-product data, charts and status. They do not appear on marketing pages, do not use them in social, decks or hero copy.

cer-600

#0280bb

Secondary, links in product UI

amber-600

#ae6e00

Data and metrics

violet-600

#5232b8

Strategy and planning

coral-600

#b82e20

Destructive, alerts

Typography

Inter Tight for display, Inter for body, JetBrains Mono for eyebrows and code.

Display, Inter Tight 600clamp(40px, 6vw, 76px)-0.028em

Decisions you can defend.

Section, Inter Tight 600clamp(28px, 3.6vw, 44px)-0.02em

Hybrid intelligence for the enterprise.

Body, Inter 40015px / 1.6-0.005em

UMNAI is a hybrid intelligence platform. Symbolic reasoning, causal models and probabilistic learning, working together so every decision is explainable, auditable and defensible.

Eyebrow, JetBrains Mono 50011px0.18em uppercase
Hybrid intelligence

Iconography

Lucide icons, drawn at 1.5 stroke. Used as quiet supporting marks, never as decoration. Tinted to the accent of the surface they sit on.

Library and stroke

Use lucide-react exclusively. Default strokeWidth={1.5} for content icons, 1.75 in small UI chrome (14px section labels, breadcrumbs), 2.4only for the confirmation check inside lime status pills.

Sizes

14, UI chrome

18, list item

20, tile

24, callout

Containers and accents

Pair the icon with a square rounded container, 36 to 44px, hairline border. On ink surfaces use border-white/10 over bg-white/[0.03]. Tint the glyph with the surface accent, ink on white, lime or white on ink.

Ink on white

Lime on ink

White on ink

Canonical glyphs

Prefer this short list before reaching for variants. Consistency across surfaces matters more than literal precision.

Configuration
Policy
Explanation
Reasoning
System
Verified
Link out
Layered
Do
  • Match stroke weight across the same surface.
  • Set color via currentColor so the glyph inherits the accent.
  • Align the icon to the cap height of the label, not the baseline.
Avoid
  • Mixing icon families (Heroicons, Phosphor, Material).
  • Filled or duotone glyphs, the system is line only.
  • Coloring icons with cerulean, amber or violet on marketing surfaces.

Voice and usage

Do
  • Lead with the decision, not the technology.
  • Pair confident claims with a way to verify them.
  • Use short sentences. Cut hedges and filler.
  • Default to ink on white. Lime is a punctuation mark.
Avoid
  • "Revolutionary", "game-changing", "AI-powered" boilerplate.
  • Stacked accent colors competing for attention.
  • Em dashes. Use commas, parentheses or a shorter sentence.
  • Outlined buttons on photographic backgrounds.

Cards

The capability card on umnai.com. rounded-2xl, hairline border, white surface, soft grey icon tile with a black glyph. The hairline carries elevation on white pages, a soft shadow takes over on abstract washes.

Configure the policy

Set the rules, thresholds and trade-offs in plain language. The model reads them as constraints, not suggestions.

Defend every call

Each decision ships with the path it took, the evidence it weighed and the policy it answered to. Auditors get a record, not a black box.

On a wash, the card lifts with a soft shadow

Reasoning, not retrieval

Symbolic logic, causal models and probabilistic learning, composed for the question in front of you.

Fits the system you have

Embeds into existing decision flows. No rip and replace, no fresh data lake.

Spec
  • Container, rounded-2xl, 1px #e5e5e5 border, 28px padding, white surface.
  • Icon tile, 44px square, rounded-xl, #f1f1ee fill, 20px glyph in ink.
  • Title, Inter Tight 600, 20px, tracking -0.01em, 20px above body.
  • Body, Inter 400, 15px, line-height 1.6, color #5a5a5a.
  • On an abstract wash, add 0 12px 32px rgba(14,14,14,0.08) to lift the card off the surface.
Avoid
  • Grey card surfaces. Cards are always white.
  • Ink-filled icon tiles with white glyphs. The tile stays light, the glyph stays black.
  • Drop shadows on plain white pages. The hairline border is the elevation there.
  • Colored icon tiles on marketing surfaces, neutrals only.
  • Padding under 24px, the card loses its calm.

In context

Tokens assembled into common surfaces.

Pill buttons
Eyebrow rule
Platform

Decision Deck

An explainable command surface for your hardest decisions.

Hybrid intelligence

Reasoning you can read. Decisions you can defend.