UnlikelyAI Brand Guidelines

The UnlikelyAI logo is crafted to convey a sense of authority and confidence, reflecting our distinctive position in the AI landscape. The logo mark features elegant, sweeping arches that symbolise the magic of the sun’s daily rise and fall, while subtly forming the cursive letters ‘U’ and ‘N.’ Paired with a refined serif wordmark, this unique combination sets our brand apart. To maintain a consistent and cohesive presence across all communications, it’s crucial to adhere to these logo usage guidelines.

The wordmark is constructed using a custom kerning of the font TT Tricks, a typeface that complements the logo’s sophistication and precision.

The icon mark will be used whenever the full logo does not fit or work in context, such as a favicon or app icon. We will only use the icon in colour combinations shown in this document.

The primary colours are designed to deliver maximum impact and should be prominently featured in applications such as backgrounds, report covers, or graphic motifs. Within product design, we recommend following the 60/30/10 rule when incorporating our primary Pink, ensuring it retains its striking effect without overwhelming the design.

In marketing materials, Pink can be used more generously, especially in graphic motifs or backgrounds, to strengthen brand recognition and create a bold visual statement.

For use in backgrounds and UI, these shades are taken from the primary palette.

The brand typeface is Season Serif, complemented by Season Sans for body text. Season Serif is ideal for key brand communications, such as headlines, while Season Sans ensures maximum legibility in longer-form content or smaller applications like UI dashboards.

Both typefaces are licensed through Displaay.net and require proper licensing for all uses. For digital platforms—such as websites, mobile apps, or downloadable content—a web or app license is needed based on the use case and audience size. For print materials, including brochures, business cards, or signage, a desktop license is required to install and use the font within design software.

Use in the Google Suite or Microsoft Office suite, where the document needs to remain editable by those who may not have access to the brand fonts.


For example:

- When creating content on platforms or tools that don’t support custom fonts.

- For shared collaborative documents with external partners, to ensure everyone can edit them correctly.

- In emails, where custom fonts may not display properly on all devices.

‘Georgia’ is to be used in place of Season Serif, and Arial in place of Season Sans.

All typography colour usage should pass AAA accessibility to be inclusive.

New icons can be added as needed, but the design should follow the same outline style as the existing set, 2px stroke weight, 24x24 bounding box for primary navigation and marketing sections.

For buttons, form elements, and to support text, designed to be rendered at 20x20 and should be solid icons.

UnlikelyAI’s social media and report layouts should be bold, modern, and refined, reflecting the brand’s distinctive style. Social media posts should be minimal but striking, using strong typography, structured layouts, and the signature blurred graphic elements. Headlines should be short and impactful, with a clear hierarchy that draws attention. Key messages—such as hiring announcements or team introductions—should be framed within clean, balanced compositions. Text placement should ensure legibility against dynamic backgrounds, keeping everything clear and readable.

Reports should follow the same structured approach, with a strong cover page, well-organised content sections, and consistent typography. Visual elements should support the message without overpowering it, and white space should be used to keep layouts clean and professional. Whether for digital or print, every design should feel cohesive, intentional, and unmistakably UnlikelyAI.

For UnlikelyAI's blurred, fluted pattern, we use shades of grey and pink to enhance the brand's visual identity with warmth and sophistication.

- Grey: The grey variation gives a modern, sleek feel and works well for more professional or minimalist designs. It provides balance and neutrality, ensuring the blur stays subtle without overwhelming the typography or other key elements. This version is ideal for backgrounds in reports, presentations, or any communication that requires a more understated look.
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- Pink: The pink version of the pattern adds a softer, more dynamic energy to the design. It brings warmth and creativity, aligning with UnlikelyAI's human-focused approach. The pink blur can be used for a more vibrant feel, particularly in social media posts or marketing materials, where a bolder, eye-catching look is needed. The contrast between pink and grey typography draws attention to key messages while keeping the overall aesthetic polished and professional.

By blending grey and pink in the fluted motif, UnlikelyAI achieves versatility and consistency, creating visuals that are dynamic yet refined, suitable for a variety of contexts.