Brand Guidelines
Resources and guidelines for representing the Rotascale brand consistently across all touchpoints.
Trust, clarity, precision
The Rotascale logo
Our logo combines a distinctive mark with the Rotascale wordmark. Use the dark version on dark backgrounds and the light version on light backgrounds.
Clear space
Maintain minimum clear space equal to the height of the text on all sides of the logo.
Minimum size
The logo should never be smaller than 16px font size. Use the r|s favicon below 80px width.
Don't modify
Never alter the colors, proportions, or spacing. The contrast between blocks is essential to the design.
Color palette
Our palette is built for accessibility and clarity. The magenta accent creates immediate recognition while maintaining professional restraint.
Pink (Accent)
HEX: #FF85E0 RGB: 255, 133, 224
Primary accent. CTAs, links, highlights, featured elements.
Charcoal (Background)
HEX: #262624 RGB: 38, 38, 36
Primary background in dark mode. Creates depth without pure black.
White (Text)
HEX: #FFFFFF RGB: 255, 255, 255
Primary text in dark mode. Headlines and body copy.
Deep Magenta (Light mode)
HEX: #b509ac RGB: 181, 9, 172
Accent color in light mode. Adjusted for readability on light backgrounds.
Supporting colors
Type system
IBM Plex Sans for clarity, IBM Plex Mono for technical precision. Both are open source and available from Google Fonts.
IBM Plex Sans
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Weights: 400 (Regular), 500 (Medium), 600 (SemiBold), 700 (Bold)
IBM Plex Mono
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Weights: 400 (Regular), 500 (Medium)
Type scale
Voice & tone
Our voice reflects our mission: making AI trustworthy. We communicate with confidence without arrogance, technical precision without jargon, and clarity without oversimplification.
Confident, not arrogant
We state facts clearly. We don't hedge unnecessarily, but we also don't oversell. Our products work - we let results speak.
Technical, not jargon-heavy
We respect our audience's intelligence. We use precise technical language when needed but explain concepts clearly.
Direct, not cold
We get to the point quickly. We don't waste words on filler or marketing speak. But we maintain warmth and approachability.
Grounded, not hype-driven
We avoid buzzwords and hyperbole. No "revolutionary," "cutting-edge," or "AI-powered" when simpler descriptions work better.
Writing guidelines
Use these words
Language that reflects our mission and values:
Avoid these words
Overused or hollow terms we don't use:
Formatting
Consistency in how we present information:
Need brand assets?
Contact us for logo files, brand templates, and additional resources.