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UnlikelyAI Brand Guidelines

Shoreditch Design
18/01/25

Brand Guidelines

Welcome to the UnlikelyAI Brand Guidelines. These guidelines are designed to help everyone working with our brand create consistent, high-quality materials that accurately reflect who we are.Our brand is more than just a logo or a tagline - it’s the story we tell, the values we embody, and the experience we create for our audience. Whether you’re designing a website, crafting social media content, or printing marketing materials, it’s crucial that every element aligns with our brand identity.This document will guide you through the core elements of our brand, including logo usage, colour palette, typography, imagery, and tone of voice. Following these guidelines ensures a cohesive look and feel across all touch points, helping to strengthen recognition and trust in UnlikelyAI.

Welcome to the UnlikelyAI Brand Guidelines. These guidelines are designed to help everyone working with our brand create consistent, high-quality materials that accurately reflect who we are.Our brand is more than just a logo or a tagline - it’s the story we tell, the values we embody, and the experience we create for our audience. Whether you’re designing a website, crafting social media content, or printing marketing materials, it’s crucial that every element aligns with our brand identity.This document will guide you through the core elements of our brand, including logo usage, colour palette, typography, imagery, and tone of voice. Following these guidelines ensures a cohesive look and feel across all touch points, helping to strengthen recognition and trust in UnlikelyAI.

Overview

Logo

Our logo is the visual cornerstone of our brand. Use it correctly to maintain brand integrity.

Primary Logo

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.

Primary Light Mode
When used on light backgrounds, the logo mark will always be in the brand pink accompanied by the wordmark in the brand black.
Primary Dark Mode
When used on dark backgrounds, the full logo will be in brand white for maximum colour legibility.
Icon Mark

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.

Primary Light Mode
Where possible in light mode contexts, always use the primary icon mark for brand consistency and impact.
Primary Dark Mode
In dark mode contexts, always use the primary icon mark to ensure legibility.
Secondary Light Mode
For use in materials where colour may not be possible or appropriate, please use the secondary icon mark.
Secondary Dark Mode
For use on colour backgrounds such as the brand pink, use the secondary dark mode icon mark.
Logo

Colour

Colour is a fundamental pillar of our brand identity. Our palette captures the bold energy that defines us as an organisation while balancing it with a calming presence to inspire trust and confidence in our audiences.

Primary Brand Colours

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.

Pink
#B11082
RGB 177,16,130
CMYK 0, 91, 27, 31
RGB
177, 16, 130
CMYK
0, 91, 27, 31
Black
#000000
RGB
0, 0, 0
CMYK
0, 0, 0, 100%
White
#FFFFFF
RGB
255, 255, 255
CMYK
0, 0, 0, 0
Extended Palette

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

Colour

Typography

Brand Font Pairing

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.

System Font Pairing

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.

Accessibility

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

Dont
Do not use any of the lighter pink shades on white backgrounds for any text.
Do
Make sure all text passes AAA accessibility.
Typography
Gradients

Icons

Our Iconography is sourced from Hero icons who offer a comprehensive set of icons that will be used in our UI design system.

Outline

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.

Solid

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

Icon Rules
Appearance
Icons should have clean, sharp lines with consistent line thickness.
Color
icons should not use gradients or color blending; stick to solid fills and outlines.
Size
Icons must be scalable. Ensure they maintain clarity and sharpness at different sizes.
Icons

Layout

Social media assets and reports

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.

Layout

Imagery

Graphic Element

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.

- 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.

Imagery

Tone of voice

How we communicate matters— a lot. Our tone is like our personality; it sets us apart from the crowd and shows who UnlikelyAI is, what we stand for, and what makes us different. We use our words to connect with others—whether it’s building solid relationships or demonstrating the value we add. If our voice is sparking thoughts and making an impact, we know we’re getting it right.

Tone of voice

Application

This section shows how we’ve applied the brand guidelines to the website and marketing materials. From typography and colour palettes to imagery and tone of voice, every element was carefully aligned with the brand’s identity to ensure consistency. These examples highlight how the guidelines have been brought to life across digital and print, creating a cohesive and recognisable brand experience.

Application
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