FM-09 // DESIGN
Brand Identity
Updated Jan 15, 2025 · Contributors: nikhil
Table of Contents
Brand Essence
Future AGI is a precision tool for engineering teams. Our brand reflects that - technical, confident, and unfussy. We look like a product, not a marketing campaign.
Visual Identity
Color Palette
| Role | Color | Hex | Usage |
|---|---|---|---|
| Background | Near-black | #0a0a0a | Primary surface |
| Surface | Dark gray | #111111 | Cards, panels |
| Border | Zinc | #27272a | Structural lines |
| Text Primary | Off-white | #e4e4e7 | Headings, body |
| Text Secondary | Gray | #71717a | Supporting text |
| Text Muted | Dark gray | #52525b | Metadata, timestamps |
| Accent | Purple | #8b5cf6 | Brand, links, CTAs |
| Success | Green | #22c55e | Passing, healthy |
| Danger | Red | #ef4444 | Failing, critical |
| Warning | Amber | #f59e0b | Degraded, attention |
Typography
- Inter - UI text, headings, body copy. Clean, neutral, highly legible at small sizes.
- JetBrains Mono - Code snippets, data values, terminal output, section codes (FM-01, FM-02…).
The Blueprint Aesthetic
Our visual language borrows from engineering blueprints and technical diagrams:
- Grid backgrounds - faint 60px grids that suggest precision
- Thin borders - 1px lines that define structure without dominating
- Monospace labels - section codes, metadata, and identifiers in JetBrains Mono
- Muted colors - the content speaks, not the chrome
This isn’t decoration. It signals to our audience that this is a serious tool built by engineers for engineers.
Voice and Tone
We Sound Like
- A smart colleague explaining something clearly
- Technical documentation that’s actually readable
- A commit message that tells you why, not just what
We Don’t Sound Like
- A marketing brochure (“revolutionary,” “game-changing,” “synergy”)
- A professor lecturing (“hitherto,” “it should be noted that”)
- A chatbot trying too hard (“Hey there! 👋 Super excited to tell you about…”)
Writing Guidelines
| Do | Don’t |
|---|---|
| Use active voice | Use passive voice |
| Be specific (“reduces latency by 40%“) | Be vague (“dramatically improves performance”) |
| Use short sentences | Write compound sentences with multiple clauses |
| Say “we” and “you” | Say “one might” or “the user” |
| Explain jargon the first time | Assume everyone knows your acronyms |
| End when you’ve made your point | Pad with filler to hit a word count |
Capitalization
- Product names - Future AGI (always capitalized)
- Feature names - lowercase (guardrails, evaluations, traces)
- Page titles - sentence case (“How we prioritize” not “How We Prioritize”)
- CTAs - sentence case (“Get started” not “GET STARTED”)
Logo Usage
The Future AGI mark is the ✦ symbol paired with the wordmark. Minimum clear space is 1x the height of the symbol on all sides.
- On dark backgrounds - white mark, white wordmark
- On light backgrounds - black mark, black wordmark
- Never - rotate, stretch, recolor with gradients, place on busy backgrounds