All-White — Teal, Colored, or Gradient BG
Logomark only — small sizes
Logo version rules:
- Standard logo — use on white, light neutral, or dark/black backgrounds
- All-white logo — use on teal, blue, purple, gradient, or any colored background (file: Logo-transparent-small_white-1.png)
- Logomark only — use at small sizes on light or dark backgrounds
Never place the teal color logo on a colored or gradient background.
✓ DO
Use approved versions only
Always use the primary full logo in official communications.
Maintain clear space
Keep clear space equal to the height of the icon mark on all sides.
Use all-white on colored or gradient BGs
Always use the all-white version (Logo-transparent-small_white-1.png) when the background is teal, blue, purple, or any gradient. Never place the teal color logo on a colored or gradient background.
Minimum size: 80px wide
Full logo should never appear smaller than 80px digital / 0.75in print.
✕ DON'T
Alter proportions or colors
Do not change colors, spacing, or any element of the logo design.
Add text or graphics
Never add taglines or other elements directly to the logo lockup.
Distort or stretch
Always scale proportionally. Never stretch horizontally or vertically.
Recreate the logo
Never redraw or reinterpret the logo in a different style or font.
Minimum Clear Space
Always maintain a minimum clear space around the logo equal to the height of the logomark (X). This protected zone ensures the logo is never crowded by other elements, text, or imagery.
X
X
X
X
X = height of the logomark icon
Clear Space Rules
Minimum clear space on all sides
Keep a zone equal to the logomark height (X) clear of all other elements — text, imagery, borders, and graphic elements.
Applies to all logo versions
The clear space rule applies equally to the full logo, the all-white version, and the logomark-only mark.
No exceptions for tight layouts
If space is insufficient for the full logo with proper clear space, use the logomark-only mark instead of crowding the full logo.
Never crop or bleed
Do not allow any logo version to bleed off an edge or be cropped in any direction.
Logomark Only
The logomark (icon only, without the wordmark) is reserved for contexts where the full logo would be too small to read, or where brand recognition is already established and space is constrained.
When to use logomark only
Favicons and app icons
Browser favicons, mobile app icons, and other small-format contexts where the wordmark would be illegible.
Social media avatars
Profile photos and avatars at 32×32px or smaller where the full logo would not be readable.
Watermarks and secondary marks
When the full logo already appears prominently elsewhere in the same composition and a secondary mark is needed.
Minimum size: 24px
The logomark should never appear smaller than 24px digital / 0.25in print.
White-only logomark
Use white-only logomark on colored backgrounds
When placing the logomark on teal, blue, purple, gradient, or any colored background, use the white-only version to ensure legibility and brand consistency.
Never use logomark as a standalone brand introduction
The logomark alone does not establish brand recognition with unfamiliar audiences. Always pair with the full logo in first-impression contexts.
Primary
Teal
#15ab9e
Primary brand / CTAs
Blue
#57b8ea
Accent / highlights
Black
#050505
Backgrounds / text
Accent
Pink / Red
#FF4265
Alerts / emphasis
Purple
#9D2BDF
Labels / eyebrows
Orange
#FFA455
Warm accent / data viz
Color usage rules: Teal is the primary brand color — use it for key CTAs, headings, and brand moments. Black backgrounds create the high-contrast "edge AI" aesthetic. Use accent colors in moderation: they carry signal value only when used sparingly. When highlighting, stick to one accent color at a time. The only exception is when deliberately designating three distinct levels (e.g., high / medium / low priority), in which case up to three accent colors may coexist on a single graphic or slide.
Primary Typeface — Headlines & Display
Chivo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0–9
Regular 400
Bold 700
Black 900
Secondary Typeface — Body & UI
Montserrat
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0–9
Regular 400
SemiBold 600
Bold 700
Type Hierarchy — Live Examples
EDGE AI SOLUTIONS
Headline H1 · Chivo 900
H2 Section Title · Chivo 700
H3 Subheading · Montserrat 700
Body copy · Montserrat Regular 400. Used for paragraphs, descriptions, and all long-form content across web, print, and presentations.
UI LABEL · MONTSERRAT 500 ALL CAPS
Type rules: Chivo is used for all headlines, display text, preheaders, and slide titles. Montserrat is used for body copy, UI labels, and supporting text. Preheaders and eyebrow labels always appear in ALL CAPS with letter-spacing, in teal or purple. Never use more than two typefaces in a single layout.
Latent AI imagery reflects real-world, high-stakes AI deployment — not abstract tech aesthetics. Photography should feel grounded, purposeful, and cinematic. Visualizations (bounding boxes, detection overlays, inference results) are core to the brand visual language.
✓ Preferred Photography Style
🎯
Mission-critical environments
First responders, defense, industrial, public safety, retail operations, infrastructure — where AI inference runs at the edge.
🔲
AI visualization overlays
Bounding boxes, detection markers, segmentation, and inference result overlays on real imagery. Choose overlay colors that maximize contrast against the background — avoid teal or blue on ocean, sky, or grass environments.
🌆
High-contrast, cinematic shots
Dark, dramatic lighting with teal or blue tone. Environments that convey scale, urgency, or precision.
👤
Real people in real scenarios
Authentic field use — operators, analysts, technicians. Avoid staged or stock-looking setups.
✕ Avoid
🚫
Generic tech stock photography
No glowing brains, blue server rooms, or abstract circuit board imagery. This undermines the real-world deployment story.
🌈
Oversaturated or neon palettes
Avoid consumer-tech aesthetics that conflict with the serious, mission-critical brand positioning.
😊
Cheerful lifestyle imagery
Smiling, staged stock photography disconnected from any real product context. Generic office setups or consumer lifestyle shots that don't reflect how Latent AI is actually used.
🤖
Humanoid robot imagery
Latent AI is software-first edge inference — avoid robotic or sci-fi visual metaphors.
Photography & Image Treatment
Photography is split into two tonal registers — federal/defense and commercial — both grounded in mission-critical realism. AI inference overlays bring the product visual language to life across all contexts.
Federal / Defense — Dark, Cinematic, High-Stakes
High-contrast, dramatic lighting. Defense, national security, public safety, and critical infrastructure contexts. Conveys scale, urgency, and operational precision.
Commercial — Operational, Real-World Deployment
Retail operations, industrial sites, smart infrastructure. Authentic use cases — operators, analysts, technicians. Avoid staged or stock-looking setups.
AI Inference Overlays — Product Visual Language
Bounding boxes, detection markers, segmentation, and inference result overlays on real imagery are core to the Latent AI visual language. Teal and blue annotation colors preferred.
⚠ HIGH CONTRAST REQUIREMENT — AI INFERENCE OVERLAYS
Inference overlays (bounding boxes, detection markers, segmentation masks, labels) must always have sufficient contrast against the background image. Overlays are useless — and off-brand — if they are not clearly legible at a glance.
✓ HIGH CONTRAST CHOICES
- Teal or blue boxes on dark, industrial, or indoor environments
- White or orange boxes on dark-toned outdoor or night scenes
- Pink/red boxes for high-priority or alert-level detections
- Dark boxes with light fill on overexposed or white-background shots
✕ AVOID LOW CONTRAST
- Teal or blue boxes on sky, ocean, or grass backgrounds
- White boxes on bright or overexposed backgrounds
- Gray or muted overlays on any background
- Thin stroke weights at small display sizes
Rule of thumb: If you can't read the label text at a glance, the overlay color is wrong for that background. Change the overlay color — not the image.
AI-Generated Imagery
AI-generated images are permitted when sourcing real photography is not possible, but they must meet the same standard as approved photography. Off-brand AI imagery is worse than no imagery. Use this guidance to ensure generated images feel like they belong in the Latent AI visual world.
TIER 1 — REFERENCE STYLE PROMPT
Latent AI's approved photography has a consistent visual signature. Use the prompt below as your starting point when generating imagery for deployment contexts. This prompt was derived by analyzing the approved image library.
REFERENCE STYLE PROMPT
Cinematic, high-contrast photograph. [Subject: first responder / industrial worker / defense operator / security analyst / infrastructure technician] in a [mission-critical environment: disaster site / industrial facility / command center / airport / construction site / logistics hub]. Dramatic directional lighting with dark shadows. Teal or blue color grading. Photorealistic. Documentary-style framing. No smiling, no staged poses. Shot on a 35mm or 85mm equivalent lens. --ar 16:9 --style raw
Replace bracketed placeholders with the specific context needed. Keep the lighting, color grade, and subject positioning directives intact — these define the Latent AI visual style.
TIER 2 — PRINCIPLES FOR UNLISTED USE CASES
If the Tier 1 prompt doesn't cover your use case, apply these principles to write your own prompt. Your generated image must pass all of them.
SUBJECT
Real people in real operational contexts. No robots, no abstract representations of AI, no humanoids. Subjects should look like they belong in the environment — not posed for a shoot.
LIGHTING & TONE
Dramatic, high-contrast lighting. Dark backgrounds or environments with directional light sources. Teal or blue tonal grade where possible. Avoid bright, evenly lit studio-style images.
COLOR
Desaturated with selective teal or blue emphasis. Avoid oversaturated, neon, or consumer-tech color palettes. The image should feel grounded, not futuristic or fantastical.
ENVIRONMENT
Choose the environment based on the target industry. Mission-critical contexts (field sites, industrial facilities, command centers, public infrastructure) are the default. Enterprise and commercial contexts — including office environments, retail spaces, and professional settings — are appropriate when generating imagery for enterprise software, SaaS, or commercial industry verticals.
✓ AI IMAGE CHECKLIST
✓Subject is in a real, identifiable environment appropriate to the use case
✓Lighting is dramatic and directional — not flat studio light
✓Color palette is grounded — teal/blue tones preferred where natural
✓Any inference overlays have high contrast against the background
✓Image reviewed by a team member before publishing
✕ NEVER USE AI TO GENERATE
✕Glowing brains, circuit boards, or "AI brain" visual metaphors
✕Humanoid robots or futuristic sci-fi scenes
✕Smiling, staged, or stock-photo-style imagery with no operational context
✕Neon, oversaturated, or consumer-tech color palettes
✕Images with unreadable or hallucinated text/signage
Latent AI speaks like a trusted technical authority — confident, precise, and direct. We don't oversell or hype. We talk to engineers, operators, and decision-makers who need clarity, not buzz.
📖
For detailed guidance, refer to the Latent AI Message Guide, which provides comprehensive messaging frameworks, audience-specific language, and copy examples.
AUTHORITATIVE
Confident and precise
We state what we do clearly. No hedging, no vague claims. Every statement is grounded in real capability.
"Deploy AI at the edge. Real-time inference on constrained hardware."
TECHNICAL
Speak the engineer's language
We use accurate technical terminology. We respect our audience's expertise and don't dumb things down.
"Model compression without accuracy loss. Runs on Arm Cortex and NVIDIA Jetson."
MISSION-DRIVEN
The stakes are real
We acknowledge that our technology operates in high-stakes environments. The tone reflects that weight.
"When latency costs lives, inference speed isn't a benchmark — it's a requirement."
AVOID
What we don't sound like
We avoid hype, buzzwords, and consumer-tech cheerfulness. No "revolutionizing," "disrupting," or "game-changing."
✕ "Unleashing next-gen AI to transform your world!"
Direct
Say what you mean, no filler words
Precise
Specific claims, specific numbers
Grounded
Real use cases, real environments
Latent AI Style Guide
This guide supersedes the Apple Style Guide, which we otherwise follow.
Abbreviations & Acronyms
Generally, don't put periods between the letters of abbreviations and acronyms. Abbreviations may mix uppercase and lowercase letters; acronyms are usually uppercase. If the audience may not be familiar with an abbreviation or acronym, spell it out on first use and place the abbreviation in parentheses.
Brand & Product Names
Follow the conventions of the brand or product being referenced — e.g., NVIDIA and ONNX. When citing direct code usage, follow the conventions used in the codebase (e.g., a method name might be lowercase).
Colons
Any list should be set off with a colon. If what follows the colon is a complete sentence, capitalize the first word.
Edge AI
Lowercase: edge AI; AI at the edge.
Em-Dash
The em-dash (—) is used for parentheticals and asides. It is different from a hyphen (-), used to connect words, and an en-dash (–), used for date ranges and similar.
Headlines
Sentence case. Capitalize only the first word and proper nouns.
Serial Commas
We use the Oxford (serial) comma. Example: speed, accuracy, and efficiency.
Numeric Formats
float32 (FP32): Prefer "float32" or "FP32" as industry standards. OK to say "single-precision floating-point format" if necessary.
integer8 (INT8): Prefer "integer8" or "INT8". OK to say "8-bit integer."
Hyperlinks
Avoid including raw URLs in copy. The linked text should provide sufficient context for where the link goes. Avoid "here" or "this link" formulations.
Latent AI
Always two words: Latent AI — not "LatentAI".
Set Up / Setup
Set up is the verb; setup is the noun.
United States
As an adjective, the abbreviation is acceptable without periods (e.g., US Navy). As a noun, spell it out: United States.
Before publishing any content that includes the Latent AI brand, verify the following.
LOGO & VISUAL
Using an approved logo file (not a screenshot or recreation)
Logo has sufficient clear space on all sides
Logo version matches the background (light/dark/white)
Colors match brand hex values exactly
Typography uses Chivo or Montserrat (or system fallback)
Imagery reflects real-world, mission-critical contexts
COPY & MESSAGING
Tone is direct and technical — no hype language
Product name spelled correctly: "Latent AI" (two words, capital A)
No unverified performance claims or benchmarks
Use case context is accurate and approved
Any quotes or statistics are sourced and approved
Content reviewed by Latent AI brand team before publication
Key messages align with the Latent AI Message Guide (provided by Latent AI to partners — contact Latent AI's brand team if you have not received it)
Questions about brand usage?
Contact the Latent AI marketing team for logo files, brand assets, or approval on co-branded materials.
