# Routiq Brand Kit. Machine-readable

For agents: this file is the source of truth for building anything Routiq.
Fetch it, follow it exactly, don't improvise around it.
Human version with specimens: https://labs.routiq.ai/brand-kit

## Identity

- The brand is written **"routiq."**. Always lowercase, always with the
  trailing period.
- NEVER pair the logo or name with "ai automation studio". Retired
  tagline. Any asset carrying a subtitle is outdated; do not use.
- Never recreate the wordmark by typing "routiq." in a font. Use the real
  logo SVGs listed below.
- Product naming: **Routiq Reception Assistant** ("Assistant", never
  "Receptionist". It assists the human team, doesn't replace it).
  The assistant persona is **Robyn** (she/her). The ad-check persona is
  **Abby**.
- Banned framings: "intelligence layer", "AI clinician", "behavioural
  science engine". Safe framing: "trained on behavioural science".

## Colors. 4 main + 1 highlight

| Name | Hex | RGB | Role |
|---|---|---|---|
| Core | `#1a1c12` | 26, 28, 18 | Primary text, dark backgrounds |
| Blackberry | `#472424` | 71, 36, 36 | Secondary dark |
| Clay | `#C98B7A` | 201, 139, 122 | Highlight/accent only, small elements |
| Prompt | `#7ba2e0` | 123, 162, 224 | CTAs, links, interactive elements |
| Cloud | `#ededeb` | 237, 237, 235 | Backgrounds, light text on dark |

Retired: Energy `#7d312d` (replaced by Clay in brand v2, 2026). Legacy
assets in energy still exist; don't introduce it into new work.

### Approved combinations. Do not freestyle other pairings

1. Cloud text on Core background
2. Prompt text on Blackberry background
3. Core text on Clay background
4. Cloud text on Prompt background
5. Clay text on Cloud background

### Headline emphasis. Never a text colour

Painting one headline word in Clay/red on a light background is the
Claude/Anthropic silhouette. Banned. The two approved emphasis levels:

- **Default (the whisper):** the emphasised word goes *italic*, same ink
  as the rest of the headline. No colour change.
- **Heroes, covers, thumbnails (the point):** the word stays ink and
  roman, with a Clay marker-stroke under it.
  `box-shadow: inset 0 -0.16em 0 0 rgba(201,139,122,0.9)`.

Clay's text-colour roles are limited to kickers, small labels and data
garnish. Never a word inside a headline.

## Typography. The Field Manual system (locked 2026-08-07)

The story in one line: **a field manual with receipts.**

| Role | Font | Weights | Get it |
|---|---|---|---|
| Headlines, end-card mantras | **Zodiak** | Black 900 | fontshare.com/fonts/zodiak |
| Editorial body. Conversational copy, support lines, pull quotes | **Acid Grotesk** | Light 300 | licensed. Lives in the repo at `public/fonts/acid-grotesk-light.otf` (`--font-acid-grotesk`) |
| UI. Labels, tags, buttons, toasts, anything functional | **Satoshi** | 300–700 (500+ for labels) | fontshare.com/fonts/satoshi |
| Data & numbers. Stats, timers, dollar figures, tabular | **JetBrains Mono** | 400, 500, 700 | fonts.google.com/specimen/JetBrains+Mono |

- Google Fonts import (JetBrains Mono + Hanken, the body fallback):
  `https://fonts.googleapis.com/css2?family=JetBrains+Mono:wght@400;500;700&family=Hanken+Grotesk:wght@300&display=swap`
- Fontshare import (Zodiak + Satoshi, both free):
  `https://api.fontshare.com/v2/css?f[]=zodiak@900&f[]=satoshi@300,400,500,700&display=swap`
- **Acid Grotesk is licensed** and not on any free CDN. Agents building
  inside Routiq repos load it locally (`--font-acid-grotesk`, or
  labs.routiq.ai serves it at `/fonts/acid-grotesk-light.otf`). Agents
  who can't reach it: fall back body → Hanken Grotesk 300 (Google) →
  Satoshi 300. Never substitute a different display personality.
- **Fallback chain for CDN-blocked environments** (Fontshare
  unreachable): headlines Zodiak → Fraunces 900 (Google) → Playfair
  Display 900; UI Satoshi → Hanken Grotesk 500.
- **Retired, do not carry forward:** Raptor V3 Black, Playfair Display,
  Inter (fallback-of-last-resort only). When touching legacy work,
  migrate to the table above.

## Logo assets

All at `https://labs.routiq.ai/brand-kit/logos/`:

| File | What |
|---|---|
| `primary-cloud.svg` | Horizontal wordmark, cloud. Use on Core/dark |
| `primary-core.svg` | Horizontal wordmark, core. Use on Cloud/light |
| `primary-prompt.svg` | Horizontal wordmark, prompt |
| `primary-blackberry.svg` | Horizontal wordmark, blackberry |
| `logomark-core.svg` `logomark-cloud.svg` `logomark-prompt.svg` `logomark-clay.svg` `logomark-blackberry.svg` `logomark-energy.svg` (legacy) | Standalone mark |
| `addition-gradient.svg` | Extended lockup, gradient |

Rules:
- Clear space around the logo ≥ the size of its trailing dot.
- Pick the logo color from the approved combos above (cloud logo on core
  background, etc.).
- Never stretch, recolor outside the palette, or add effects.

## Gradients

Three brand gradient backgrounds:
`https://labs.routiq.ai/brand-kit/routiq_gradient_01.jpg` · `_02.jpg` · `_03.jpg`

## Voice

Moods: innovative, confident, high-quality, experimental, trustworthy,
modern. Register: plain words a 12-year-old follows; jargon only with an
immediate translation; product-capability framing ("the product handles
X"), never customer-obligation framing ("you must get X right").
**No em dashes, anywhere.** They read as pauses; write full stops
instead. Short sentences are the voice. (En dashes inside number ranges
like 300–700 are fine; that's typography, not prose.)

## For agents, in one paragraph

Dark surfaces are Core, light surfaces are Cloud. Interactive anything is
Prompt. Clay is a garnish, not a wall. Headlines are Zodiak Black, body
is Acid Grotesk Light (Hanken 300 if unlicensed), UI labels are Satoshi,
numbers are JetBrains Mono. A field manual with receipts. The logo is a real SVG from the
list above, never typed. "routiq." has a period. There is no tagline.