AXENTech AI — Brand Identity
A reference document for consistent use of the AXENTech AI brand across all touchpoints.
01 — Logo
Primary — Dark Background
Primary — Brand Background
On Light Background
Logo Anatomy
Paper Plane Mark
Replaces the "A" in Axen. Represents forward motion, delivery, and precision.
xen
Light Wordmark
Set in light weight. Conveys simplicity and refinement.
Tech
Bold Wordmark
Set in bold weight. Grounds the logo with strength and technical authority.
Usage Rules
Always maintain clear space equal to the height of the icon around the logo.
Do not stretch, skew, or distort the logo.
Do not change the logo colors outside approved palette.
Do not place the logo on visually busy backgrounds without a backdrop.
Minimum size: 100px wide for digital, 25mm for print.
Do not add shadows, outlines, or effects to the logo.
02 — Color Palette
Axen Blue
#3458A6
Primary brand color. Use for icons, accents, and CTAs.
Axen Dark
#2D3038
Logo text and dark UI elements.
Deep Navy
#0A0F1C
Primary background color.
Dark Slate
#0D1321
Secondary background, card backgrounds.
Pure White
#FFFFFF
Primary text on dark backgrounds.
Slate 400
#94A3B8
Body text, descriptions, secondary copy.
Slate 800
#1E293B
Card borders, dividers, subtle elements.
Footer Dark
#060911
Footer background, darkest layer.
Color Usage Guidelines
Primary Brand Color: #3458A6 (Axen Blue) — Use sparingly for high-impact elements: icons, CTAs, highlights, and the logo mark.
Background System: Layer backgrounds using Deep Navy (#0A0F1C) as base, with Dark Slate (#0D1321) for sections, and Slate 800 (#1E293B) for cards.
Text Hierarchy: White (#FFFFFF) for headings and primary text. Slate 400 (#94A3B8) for body copy and descriptions. Slate 500 for labels and captions.
Never use: Avoid placing teal text on teal backgrounds, or using brand colors for large background fills outside of CTA sections.
03 — Typography
Primary Typeface
System Sans-Serif
Inter / -apple-system / BlinkMacSystemFont
Type Scale
Typography Rules
Headings use tight tracking (tracking-tight) for impact.
Body text uses relaxed line height (leading-relaxed) for readability.
Labels and overlines are set in ALL CAPS with wide letter-spacing.
Never use more than 3 type weights in a single layout.
Maximum line length: 65–70 characters for body text.
04 — Voice & Tone
Brand Voice
Expert, credible, and reliable — not cold or corporate.
Simple language. No jargon unless speaking to technical audiences.
Get to the point. Respect the reader's time.
Honest about capabilities. No hype or overclaiming.
Do's & Don'ts
Focus on business outcomes and real problems solved.
Use specific, concrete examples rather than vague claims.
Speak to operational challenges businesses actually face.
Avoid marketing buzzwords: 'revolutionary', 'game-changing', 'disruptive'.
Don't make promises you can't back with specifics.
Avoid passive voice — be direct and active.
05 — Iconography & UI Style
Icon Style
Outline / stroke-based icons
Consistent 2px stroke weight
Rounded linecaps and joins
Lucide React icon library
UI Elements
Rounded corners (xl, 2xl, full)
Subtle borders on dark backgrounds
Glass/blur effects sparingly
Gradient overlays for depth
Motion
Fade + slide-up on scroll entry
Duration: 400–700ms
Ease: [0.16, 1, 0.3, 1]
No decorative animations
AXENTech AI Brand Guidelines — Confidential Internal Document