Brand / 01
The Teamwright brand
A capable place to work together.
A shared thread of work
Teamwright is an AI workforce platform where people, AI agents, and connected tools work together. It brings conversations, tasks, workflows, shared knowledge, and approvals into one workspace, helping teams turn requests into usable results.
Teams give agents context, coordinate repeatable work, follow progress, and review proposed actions. Teamwright combines AI execution with human oversight, making work visible and controllable from request to result.
Our character: capable, precise, thoughtful, human. The system should feel calm enough to work in every day and clear enough to trust with consequential decisions.
“Work, well made.” is the brand line. Always pair an expressive headline with a concrete explanation of the product. These are the Version 1 brand guidelines.
Naming and messaging
Use Teamwright on first mention and in introductions. Use TWR when the name is established or space is limited. Keep Teamwright as one word and TWR in capitals. The compact lockup is TWR..
| Principle | Write |
|---|---|
| Coordinate work | “People, agents, and connected tools, working in one place.” |
| Give context | “Bring the relevant knowledge into the work.” |
| Make progress visible | “See what ran, what changed, and what needs a decision.” |
| Produce usable results | “Review the output and use it in your next step.” |
Avoid broad autonomy promises. Approvals depend on the workflow; never imply that every action requires approval. Do not invent capabilities, integrations, customer quotes, usage numbers, certifications, or savings. The target audience is teams coordinating real work; a company-size limit has not been established.
The joinery identity
The symbol joins a beam, stem, and dot into a T. It suggests coordinated parts and a deliberate handoff. The mark is an identity, not a status indicator: its dot does not mean work has been approved.
Use the full wordmark where the product is introduced. Use the symbol for the favicon, app icon, and compact contexts after recognition is established. Outlined wordmarks display without installed fonts.
- Clear space: at least one stem width, or 15/64 of the symbol height.
- Symbol minimum: 16px digitally; inspect the dot and joint at actual size.
- Wordmark minimum: 120px wide digitally; use the symbol when the name becomes difficult to read.
- Use the reversed asset on Ink or Spruce. Use monochrome assets for single-color printing.
- Never stretch, rotate, add effects, rebuild the wordmark, or assign the dot an operational meaning.
Choose individual identity assets. Original Claude assets remain preserved under src/claude-ds/; export provenance and desktop font licenses are included.
Color with purpose
#1F5B4DBrand · action
#1C2220Text · contrast
#F5F0E6Canvas · warmth
#CBD8CFSupporting surfaces
#D9622BGraphic accent
Spruce leads. Paper and Ink provide the canvas. Sage supports, and Kiln draws attention sparingly. Use a brighter orange #E8773F with Ink for small-text review buttons. Use the original Kiln for non-text accents; it does not pass normal-text contrast against Paper or Ink.
| Role | Light | Dark |
|---|---|---|
| Canvas | #F5F0E6 |
#141918 |
| Surface | #FFFDF8 |
#1C2321 |
| Text | #1C2220 |
#F2EDE2 |
| Secondary text | #5B645F |
#ADB7B0 |
| Primary action | #1F5B4D |
#7FC4AE |
| Essential control border | #7F8981 |
#71877A |
| Decorative divider | #DDD5C4 |
#3D4A43 |
The web values live in brand/teamwright.css. Office references are maintained directly using the same palette. CSS changes do not automatically modify Word or PowerPoint.
Use explicit labels and icons for statuses. Orange attention, green completion, and red failure are semantic decisions, not substitutes for text. Avoid using a complete brand palette as an unlabeled categorical chart.
Typography
Work, well made.
Clear thinking. Useful results.
| Typeface | Purpose | Guideline |
|---|---|---|
| Fraunces | Editorial titles and selected marketing headlines | Expressive, generous, never dense UI |
| Inter | Body, interface, controls, tables | Clear hierarchy through size and weight |
| JetBrains Mono | Code, identifiers, compact metadata | Use selectively; agent output remains readable body text |
Use sentence case. Left-align long text. Aim for 60–75 characters per line in reading views. Use tabular numerals for comparable numbers. Headlines should express a point; size must not compensate for vague copy.
Web body: 16px; dense application text: 14–16px. Document body: Inter 11pt; slide body: 20pt minimum. Web typography uses Google Fonts, with Fraunces optical size 72. Static Fraunces appears as Fraunces 72pt in Office font menus. Desktop TTFs and licenses are available on the Assets page; install them before opening or rendering editable Office documents.
Layout and visual language
Use Bootstrap’s standard grid and breakpoints. Work with a 4/8/12/16/24/32/48/64px spacing rhythm. Use 8px control corners and 12px card corners. Prefer clear grouping and quiet borders over layers of shadows.
Marketing has room to breathe. Application views use tighter spacing and Inter headings. Long documents favor hierarchy and reading comfort. Slides favor a single point and a visible supporting example.
Use geometric joins, lines, and a restrained dot as supporting graphics. Avoid generic robots, AI sparkles, glowing orbs, and ornamental network diagrams. Use a consistent outline-icon style; icons supplement labels.
Show work moving from request to context, execution, review where applicable, and result. Illustrative interfaces must be labeled. Do not present design concepts as available product features.
Motion should explain a state change, not create spectacle. Keep simple transitions short and respect reduced-motion preferences. Do not animate the logo as a thinking indicator.
Voice: clear and accountable
Name the actor, describe the work, and state the next step. Be confident without exaggeration. Use familiar verbs and precise nouns. Be warm without joking about errors.
| Avoid | Prefer |
|---|---|
| “Unlock limitless productivity.” | “Bring people, agents, and connected tools into one workspace.” |
| “Your AI does everything.” | “Give agents context and review proposed actions.” |
| “Nothing ships without approval.” | “Set review points for the work that needs them.” |
| “Oops! Something went wrong.” | “The report export failed. Try again or download the draft.” |
Example product copy is illustrative and must be checked against real behavior. State that something was not changed or sent only when the product can verify that fact. Do not fabricate confidence percentages or imply access to private model reasoning.
Accessible by default
Meet normal-text contrast of 4.5:1 and large-text contrast of 3:1. Essential control boundaries and non-text indicators need 3:1 where applicable. Decorative dividers can remain quiet.
Use semantic headings, visible focus, real labels, keyboard-accessible interactions, meaningful image alternatives, and readable validation messages. Do not encode meaning with color alone. Test both themes, narrow phones, zoom, and reduced motion.
For generated documents, inspect reading order, font substitution, page breaks, and table legibility. For decks, shorten content before shrinking it below the slide profile’s minimum size.
Applying the brand
- Interfaces: standard Bootstrap plus the minimal CSS overlay; see UI guidance.
- Documents: Markdown → Pandoc → DOCX → LibreOffice PDF; see document guide.
- Presentations: Markdown → Pandoc → PPTX → LibreOffice PDF; see presentation guide.
- AI agents: four mostly self-contained skills provide task-specific instructions and direct asset URLs; see AI guide.
Review the actual output. A correct command is not evidence of a polished design.