Brand Guidelines
The Applied AI Society visual identity. Warm, natural, and human.
Philosophy
Our brand is intentionally not techy. No circuits, no glowing grids, no dystopian sci-fi aesthetics. When people imagine the future of AI, they often picture something cold and mechanical. We want the opposite.
Think Windows XP's rolling hills. There's a reason that became iconic. Humans are naturally primed to feel good about green pastures and blue skies. It's calming. It feels like home.
The Applied AI Society represents a natural, positive progression for humanity. AI isn't something to fear. It's a tool that helps people do meaningful work. Our brand should feel like that: grounded, optimistic, and welcoming.
Visual Direction
Sunrise over rolling hills. Warm oranges and ambers convey energy and new beginnings. Cream backgrounds feel inviting. Olive greens ground us in nature and growth.
The specifics will evolve, but the vibe persists: this is good, this is natural, this is part of something hopeful.
Why orange? It stands out. It's warm without being aggressive. And it's having a moment. Fashion, design, tech. Orange is trendy. It catches the eye without screaming at you.
Brand Resources
| Resource | Description |
|---|---|
| Colors | Our color palette with hex codes and CSS variables |
| Typography | Fonts used across the brand |
| Assets | Downloadable logos, icons, and graphics |
Quick Reference
Primary Colors
#E67B35#FAF7F1#5B6E4D#E8B923#1A1A1AFonts
| Element | Font |
|---|---|
| "APPLIED AI" wordmark | Helvetica Neue Bold (or Arial Bold) |
| "Live" script | Brush script (custom) |
| Body text | DM Sans |
| Headings | Space Grotesk |
Usage
When creating materials for the Applied AI Society:
- Use the orange (
#E67B35) — It's our signature color. Don't dilute it with too many other bright colors. - Keep backgrounds warm (
Cream) — Cream backgrounds feel more human than pure white. - Download official assets — Don't recreate logos from scratch. Use the provided files.