Internal ReferenceBrand Guidelines
The visual and verbal identity of AI's most curated community
Brand Philosophy
Our brand positioning is anchored in "Davos x Aman" - the intersection of influential gathering and understated luxury.
Whisper, Don't Shout
Restraint signals confidence. One primary action per section, fewer words with more meaning, generous margins.
Curated Excellence
Earned access based on real work, not artificial exclusivity. Quality through selection, not gatekeeping.
Editorial Authority
Write like a respected publication, not a marketing team. Substantial, not hyperbolic.
"Everyone in the room should be glad everyone else is there."
Primary Tagline
Logo
The AI Insiders logo is the primary identifier of our brand. Use it consistently and with care.
Primary Logo
Use on light backgrounds
Inverted Logo
Use on dark backgrounds
Clear Space
Maintain minimum padding equal to the height of the "AI" letterforms around the logo.
Minimum Size
Never display the logo smaller than 48px in height to ensure legibility.
48px ✓24px ✗Logo Misuse
To maintain brand integrity, never alter the logo in the following ways:
Color Palette
Our monochrome palette reflects restraint and sophistication. Click any swatch to copy its hex value.
Primary Colors
Background
--backgroundPage and card backgrounds
Foreground
--foregroundPrimary text and icons
Muted
--mutedSecondary backgrounds, hover states
Muted Foreground
--muted-foregroundSecondary text, captions
Border
--borderDividers, card edges
Accent Color
Cyan Accent
#0FB6EBUse sparingly for hover states, focus rings, and small accents only
Accent Usage Rules
- ✓Link hover states
- ✓Focus rings and indicators
- ✓Small badges and tags
- ✗Large buttons or backgrounds
- ✗Primary call-to-action colors
Color Philosophy
Our monochrome foundation ensures the content and community take center stage. The cyan accent is used like jewelry - sparingly and with intention. This restraint differentiates us from the saturated, gradient-heavy aesthetics common in AI branding and signals our premium, editorial positioning.
Typography
Our type system pairs an editorial serif with a clean sans-serif for optimal readability and luxury positioning.
Cormorant Garamond
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9
Inter
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
0 1 2 3 4 5 6 7 8 9
Type Scale
| Element | Size | Weight | Tracking | Example |
|---|---|---|---|---|
| H1 | 64-80px | 600 | -0.03em | AI Insiders |
| H2 | 36-48px | 600 | -0.03em | Brand Guidelines |
| H3 | 24-28px | 600 | -0.02em | Section Heading |
| Body | 16-18px | 400 | -0.02em | The standard paragraph text used throughout the platform. |
| Caption | 12-14px | 400 | 0 | Labels, hints, and secondary information |
Usage Guidelines
- ✓Use Cormorant Garamond for page titles and section headers
- ✓Use Inter for body text, buttons, and UI elements
- ✓Maintain generous line-height (1.5-1.7) for readability
- ✓Apply negative letter-spacing to headlines
Accessibility
- •Minimum text size: 12px
- •No italics for emphasis (use weight instead)
- •Avoid em-dashes - use hyphens or rewrite
- •Ensure high contrast ratios (4.5:1 minimum)
Iconography
Our icon system uses Lucide React for consistency. We deliberately avoid generic AI tropes to differentiate from commodity AI products.
Primary Icon Set
Lucide React provides our core iconography. Use 24px (h-6) as the default size.
Brain
AI features, intelligence
Crown
Leadership, leads
Zap
Energy, motivation
Wand2
Generation, creation
Brand Moments
For prominent brand touchpoints, use the AI Insiders logo instead of generic icons.
Logo Mark
Hero sections
Inverted
Dark contexts
Prohibited: Sparkle/Shine Icons
Never use sparkle, shine, or stars icons. These have become visual clichés associated with commodity AI products and undermine our premium positioning.
Size Standards
- h-4 w-4 - Inline, buttons
- h-5 w-5 - Navigation
- h-6 w-6 - Default, cards
- h-8 w-8 - Feature icons
Stroke Weight
Use the default Lucide stroke weight (2px). Do not modify stroke weights as this breaks visual consistency.
Color Usage
Icons inherit text color. Use text-foreground for primary and text-muted-foreground for secondary.
Voice & Messaging
Our voice reflects our positioning: curated excellence over artificial exclusivity. We whisper, we don't shout.
"Everyone in the room should be glad everyone else is there."
"If this is your world, this is your room."
$560M+
in documented outcomes
6
vertical communities
San Francisco
where AI happens
Tone Framework
Editorial, not promotional
Write like a respected publication, not a marketing team
Substantial, not hyperbolic
Lead with proof and outcomes, not promises
Warm Authority, not cold exclusivity
Confident expertise paired with genuine welcome
Messaging Do's and Don'ts
Curated without compromise
Exclusive members-only
Apply based on your work
Limited spots available!
Earned recognition
VIP access
Top practitioners
Industry leaders and influencers
Where decisions get made
Networking for the elite
Your peers are here
Join the club
Email Communication
Email Standards
- From Domain: @themarvelo.us
- Footer Background: #fafafa
- Required: LinkedIn link
- Attribution: "Powered by Marvelous"
Subject Line Examples
- Welcome: "Welcome to the Showcase"
- Confirmation: "You're In: [Event Name]"
- Reminder: "Final Reminder: Materials Due"
- Follow-up: "Thank you for joining us"
Accessibility Standards
Premium design must be accessible design. These standards ensure our brand serves all members of our community.
Text Size
Minimum 12px for all text. Body text should be 16-18px for comfortable reading.
No Em-Dashes
Use hyphens or rewrite sentences. Em-dashes are difficult for screen readers and some users.
No Italics
Use font weight for emphasis instead. Italics reduce readability for users with dyslexia.
Touch Targets
Minimum 48px touch targets on mobile. All interactive elements must be easily tappable.