Brand Guide
Voice rules
Do
- ✓Open with the practitioner's pain, not your product.
- ✓Quantify everything you can — success rate, latency, cost per request.
- ✓Use words your customer would say out loud.
- ✓If you can cut a word, cut it.
- ✓Lead with the surprising thing first; the safe thing second.
Don't
- ✗Don't say 'enterprise-grade,' 'best-in-class,' or 'world-class.'
- ✗Don't apologize for what you sell.
- ✗Don't write more than three sentences in a pitch opener.
- ✗Don't use exclamation marks in product copy.
- ✗Don't lead with the company name. Lead with the customer's problem.
Visual rules
Do
- ✓Logo gets ≥ 1 logo-width of clear space on every side.
- ✓Use IPLoop Purple (#7B68EE) for primary actions and brand moments only.
- ✓Pair Success Green (#00C875) with positive metrics, never with errors.
- ✓Round corners 6-10px. Never sharp, never fully rounded.
Don't
- ✗Don't recolor the logo.
- ✗Don't put the logo on a busy photo without a contrast plate.
- ✗Don't pair Block Red (#E2445C) with Signal Amber (#FDAB3D) — too noisy.
- ✗Don't use shadows on flat UI surfaces (cards already carry the elevation).
Content rules
Do
- ✓Talk about the engineer's day, not the C-suite's slide deck.
- ✓Use real numbers from the dashboard, not vague claims.
- ✓Cite the source when you quote a stat. Always.
- ✓Default to one CTA per surface. Two if there's a clear primary.
Don't
- ✗Don't compare your features one-to-one against competitors in marketing copy. Show outcomes.
- ✗Don't promise what the product can't ship today.
- ✗Don't use stock photography of people in headsets.