The logo, the voice,
and the discipline that holds them.
Every asset, token, and rule that makes AEQUARA look and sound like AEQUARA. Use this as the canonical reference — or download what you need.
An “A” inside a calibration crosshair.
The bronze tail is the uplift.
Usage rules
- Minimum clearspace: 1× the height of the A’s crossbar around all sides.
- Minimum size: 16px favicon · 32px digital · 12mm print.
- Bronze tail (gilt stroke) must always be visible — it’s the calibration signal.
- Don’t recolour the A strokes. Don’t add effects (shadows, glows, outlines).
- On photographic backgrounds, use the full-bone (#F5F2EB) variant; reserve gilt for the tail only.
15 tokens, one design system.
All tokens defined in public/design-tokens.css. Reference by CSS custom property, never by hex.
--aeq-ink--aeq-bone--aeq-fg--aeq-fg-soft--aeq-fg-mute--aeq-gilt--aeq-gilt-light--aeq-bronze--aeq-bronze-deep--aeq-lapis--aeq-verdigris--aeq-rose--aeq-plum--aeq-sage--aeq-emeraldTwo families. One voice.
Variable axes used: opsz (140), wght (400-500), soft (50). Italic for pull-quotes.
Variable axis: wght 100-900. Pairs with its Geist Mono sibling for tabular numerals in data and tearsheets. Letter-spacing tightens at heading sizes; loosens to .12em uppercase at micro-eyebrow sizes.
aeq-text-5xl4.5remaeq-text-4xl3remaeq-text-3xl2.25remaeq-text-2xl1.75remaeq-text-xl1.375remaeq-text-lg1.125remaeq-text-base1remaeq-text-sm0.875remDirect, never coy. Measure, don’t promise.
- Be direct
- Cite specifics (dollar amounts, named scenarios)
- Measure, don’t promise
- Acknowledge limits
- Revolutionary
- Disruptive
- AI-powered (alone)
- Game-changing
- Synergy
- Best-in-class without proof
- Outcome promiseJudgment you can verify.
- Trust promiseAI you can verify
- Capability promiseWe optimize routing so you don’t have to. Override anything. Always.
- Functional lineExpert-grade AI for life’s important decisions — calibrated, transparent, no gatekeeping.
- 3-word atomValidated. Calibrated. Yours.
- Pro positioningCalibrated AI you can verify.
- Audience bridgeBuilt for individuals. Measured in public.
One mascot. Six visual states. Every page.
Axel is a web-component shipped at /assets/axel-avatar.js. Embed on any page via <axel-avatar> (HTML) or <AxelMascot /> (Next.js). See about for the origin story.
docs/MASCOT-CHARTER.md.6 sub-brands. One discipline.
Each sub-brand inherits the AEQUARA mark’s grammar (circle + crosshair + A) and adds one identifying gesture. All carry the “Part of AEQUARA” badge top of nav.
Take the assets. Use them well.
All 10 sub-brand marks · canonical frames
Each <symbol> in /sub-brand-marks.svg. Reference any one via <use href="/sub-brand-marks.svg#mark-{id}" />.
#mark-nexus#mark-npx-100#mark-lumen#mark-mensura#mark-kairos#mark-hone#mark-tempo#mark-imprint#mark-forge#mark-axistruth#mark-vault#mark-horizonPress, partners, and editorial use: free with attribution to AEQUARA · aequara.ai. Commercial / merchandise use requires written approval — email press@aequara.ai.