Brand
The AirPulse brand kit
One system for everyone who makes with the brand. The creative north star is the printed proof: warm ink on aged paper, hairline rules, serif headlines at regular weight, and one accent that behaves like an editor's pencil. Nothing glows, nothing floats. AirPulse sells being cited as the answer, so the brand reads like print, not like an ad.
Logos, icons, social/video files, the colour sheet, and the guidelines PDF — all on the current paper/ink/rust system (rev. 25 Aug 2026).
01 · The logo
Three shapes, two grounds
The full lockup is the mark, the AirPulse.ai wordmark, and the line MEASURE · ACT · GROW. Use it where there is room. In tighter spots, drop to the wordmark or the mark alone. Only two grounds: the white logo on ink, the black logo on white or paper. Never on a busy photo without a solid panel.
Clear space: at least the height of the mark on all sides. Minimum size: the wordmark stays legible to 120 px wide on screen, the mark alone to 24 px — below that, use the mark, never the full lockup. The SVGs are true vector for print, decks, and video; the circle avatar is in the kit.
02 · Colours
Ink on paper, rust as the pencil
A single warm ink ramp on paper stock, with rust as annotation and green as verification. The system is committed light — the dark scheme was deliberately removed.
Ink and accent
Iron Gall is the ink; Editor's Rust is the editor's pencil — hovers, marks, small emphasis. It never fills large areas (The Pencil, Not Paint Rule).
Iron Gall
The ink. Primary text, primary button fill, stamp surfaces. Text on it is Aged Paper, never pure white.
Editor's Rust
Annotation only: hovers, emphasis marks, small highlights.
Rust Deep
Rust's pressed and darker moments.
Semantic
Cite Green means exactly one thing — a verified citation. Danger marks audit findings that failed, with its own surface and line tints.
Cite Green
Citation-verified moments only. Never a generic success colour.
Danger
Failed audit findings. Surface #fdeaea, line #f3d4d1.
Paper and neutrals
Depth comes from paper tone, not shadows: the page is Aged Paper, inputs sit on Paper Elevated, recessed bands use Paper Muted and Paper Strong. Hairline is the only border colour.
Aged Paper
The page, and the text colour on ink surfaces.
Paper Elevated
Inputs and surfaces one step brighter than the page.
Paper Muted
Recessed bands and hover fills.
Paper Strong
Table heads, open-state chrome.
Hairline
Every border and rule.
Sub Ink
Subheads and standfirst paragraphs.
Muted Ink
Captions, trust lines, placeholders.
Faint Ink
The quietest metadata.
03 · Type
Two voices: the grotesk talks, the serif believes
DM Sans carries UI, body copy, labels, and the display headline. Section headlines wear Georgia at regular weight, like a newspaper's. Newsreader italic is the accent voice — at most one italic phrase per headline, where the claim becomes personal. Never italicize a whole headline; never introduce a third face.
Be the answer, not the ad.
Display — DM Sans 600, with the Newsreader italic accent phrase
Section headlines are Georgia, regular weight.
Headline — Georgia 400. Never bold; the serif at regular weight is the point.
Body copy is DM Sans at 1.1rem, in reading columns of 32–40rem.
Body — DM Sans 400 · Labels — DM Sans 600, uppercase, 0.08em tracking
04 · Shape and surface
Square everything, flat by default
Square is the identity: cards, panels, and controls at 0 radius. The one sanctioned curve is the pill on chips and tags, where the full round reads as a typographic bullet. Borders are 1px Hairline everywhere. Depth comes from paper tone, not shadows — exactly one floating panel per page, maximum. Components land like a stamp: high contrast, decisive, one small lift on hover.
05 · In video and social
The mark, bottom-right, small
For any video, the white mark goes bottom-right at a small size as a persistent bug. Titles and lower thirds use DM Sans in paper-white on ink. Keep the accent to one element per frame. The circle avatar, YouTube banner and watermark files are in the kit.
06 · Do and do not
Do
- Use the supplied logo files as they are; white on dark, black on light.
- Keep every surface committed light — the dark scheme was removed deliberately.
- Set section headlines in Georgia at regular weight; reserve Newsreader italic for one accent phrase.
- Give the logo clear space at least equal to the height of the mark.
Do not
- Stretch, rotate, recolour, or add effects to the logo.
- Use Editor's Rust as a button fill at rest, a background, or any large area.
- Add border radii between square and pill — the square lock is the identity.
- Put the logo on a busy photo without a solid panel behind it.