Brand
AssistLoop Brand Guidelines.
How to write our name, use our logo and icon, and apply our colours and type.
Logo, icon and avatar, in SVG and PNG
01 · Name
How to write AssistLoop.
One word, with a capital A and a capital L. Every time.
AssistLoop
assistloop
Incorrect: All lowercase
Assistloop
Incorrect: Lowercase L
Assist Loop
Incorrect: Two words
ASSISTLOOP
Incorrect: All capitals
- Web addresses and handles
- Lowercase only where the format needs it: assistloop.ai, [email protected] and @assistloop.
- The .ai
- It belongs to the logo and our web address, not to our name. In a sentence, write AssistLoop.
- Text set in capitals
- Keep AssistLoop as it is, even where the words around it are set in capitals.
02 · Logo
Our logo.
The icon and the wordmark, always together. Use the files as they are.
Clear space
Keep at least x clear on every side, where x is half the icon’s height.
Smallest size
20 px tall for the logo and 16 px for the icon. Any smaller, use the icon alone.
Things to avoid
Incorrect: Don’t stretch or squash it.
Incorrect: Don’t use old or recoloured versions.
Incorrect: Don’t add shadows, outlines or effects.
Incorrect: Don’t move or resize its parts.
Incorrect: Don’t retype the wordmark.
Incorrect: Don’t place it where it’s hard to see.
03 · Icon
Our icon.
A chat bubble with a loop inside. Use it on its own where the full logo won’t fit, or where our name is already shown.
How it’s drawn
A 5 by 4 bubble with rounded corners and its tail at the bottom left, the loop centred across it. Shown for reference: always use the files.
04 · Colour
Our colours.
One blue for actions and highlights. Everything else stays neutral.
Primary
Cobalt
Buttons, links, highlights and the logo. Use it for what matters, never as a whole page.
- HEX
- RGB
- Cobalt 50Icon tiles and panels
- Cobalt 100Panel borders
- Cobalt 200Icon fills
- Cobalt 700Hover
- InkText, at 70–80%
- NavyThe one dark band
- PaperAlternate sections
- FrameFrame lines and dividers
- WhitePage background
Colour means something
Green is only for success, red only for errors. No other colours, and no gradients.
05 · Typography
Our typeface.
Geist, in regular and medium. Size and space make the hierarchy, never bold.
Geist
Made by Vercel, and free to use under the SIL Open Font License.
Regular · 400
Headings and running text
Medium · 500
Page titles and small labels
- Page title · 40–56Brand Guidelines.
- Section heading · 36–46Simple to run.
- Card title · 24–30Train it on your site
- Lead · 18Train an AI agent on your website and documents.
- Body · 16It answers from your own content, and hands the chat to your team when it should.
- Caption · 14Website, WhatsApp, Instagram, Messenger and Telegram
- Casing
- Page titles in Title Case. Section headings in sentence case, with a full stop.
- Spacing
- Headings are set tight, at −4% letter spacing. Running text stays as it is.
- Code
- Geist Mono, for code and nothing else.
06 · Voice
How we write.
Plain words, short sentences, and only what’s true.
- 01
Direct
Say what it does, in as few words as it takes.
Correct: It answers from your own content.
Incorrect: Revolutionize your customer experience.
- 02
Plain
Everyday words a customer would use, in short sentences.
Correct: A teammate takes over when it’s needed.
Incorrect: Seamless omnichannel escalation.
- 03
True
Only what we can back up. No invented numbers or promises.
Correct: Start free, no credit card.
Incorrect: Trusted by millions of businesses.
Contact
Need something else?
For press, partnerships or a file that isn’t here, email us.