Brand Guide — AI Cabal | Design Standards for India's AI Network

Color Palette

Primary Colors

Accent (Lime)

#c8f03c | RGB(200, 240, 60)

Primary CTA, highlights, emphasis

Black

#080808 | RGB(8, 8, 8)

Main background

Off-White

#f0ece0 | RGB(240, 236, 224)

Primary text & headings

Secondary Colors

Off-Black

#0e0e0e | RGB(14, 14, 14)

Cards, containers

Dark

#141414 | RGB(20, 20, 20)

Section backgrounds

Text Gray

#d4d0c8 | RGB(212, 208, 200)

Body text

Usage Guidelines

Accent Color

Use #c8f03c for primary CTAs, key interactions, and brand emphasis. Keep contrast ratio at least 4.5:1 for accessibility.

Text Contrast

Off-white on black for maximum readability. Gray text for secondary information, always maintain minimum 4.5:1 contrast.

Backgrounds

Use pure black (#080808) for main backgrounds. Off-black (#0e0e0e) for cards. Dark (#141414) for section variations.

Typography

Font Families

Headings & Display

Bebas Neue

Bold, distinctive, all-caps headings. Letter-spacing: 0.05em to 0.12em

Body Text

DM Sans Regular & Semibold

Clear, readable body text. Line-height: 1.6 for optimal readability

Labels & UI

DM Mono

Technical, monospace font for UI elements, dates, and labels. Letter-spacing: 0.1em to 0.2em

Size & Scale

H1 (Page Titles)

clamp(40px, 6vw, 72px) | Bebas Neue | Letter-spacing: 0.02em

H2 (Section Titles)

32-36px | Bebas Neue | Letter-spacing: 0.03em

Body Text

16-18px | DM Sans | Line-height: 1.6-1.8

Labels

10-12px | DM Mono | Text-transform: uppercase

Brand Voice

Our Voice

Direct, authentic, and conversational. We speak to serious AI practitioners with respect for their intelligence and experience.

✓ Do

Be specific - Use concrete examples and India-focused context

Be honest - Acknowledge challenges and tradeoffs

Be direct - Say what you mean without jargon

Be confident - We know our audience and what we offer

✗ Don't

Use hype - No overselling or buzzwords

Be vague - Specificity builds credibility

Over-explain - Trust the reader's intelligence

Sound corporate - Keep it human and real

Logo & Wordmark

Logo Usage

The AI CABAL wordmark should always have the accent (lime) color on "CABAL" for brand recognition. Always maintain clear space around the logo equal to the height of one letter.

Light Background

Use dark wordmark with lime accent on "CABAL"

Dark Background

Use light wordmark with lime accent (preferred)

Minimum Size

22px for web, 1 inch for print

Logo Don'ts

Don't Distort

Never stretch, squeeze, or rotate the logo

Don't Change Colors

Always use the official color palette

Don't Modify

Never add effects, shadows, or outline strokes

Buttons & CTAs

Button Styles

Primary Button

Background: #c8f03c (Accent)
Text: #080808 (Black)
Font: DM Mono, 12px, uppercase
Clip-path: Angled corners

Secondary Button

Background: Transparent
Border: 1px solid #666
Text: #d4d0c8
Hover: Border & text become accent color

CTA Copy

Action-oriented, specific, and compelling. Always include an arrow or clear indication of direction.

Examples

✓ "Join the Cabal →"
✓ "Read the Post →"
✓ "Explore Events →"
✓ "View All Posts →"

Imagery & Visuals

Photography

Use high-quality, authentic imagery. Avoid stock photos that look generic. Show real people, real work, real conversations.

Illustrations

Keep illustrations minimal and functional. If used, they should serve a purpose (explain a concept, add visual interest) not just decoration.

Blog Images

All blog hero images should feature the brand colors (black background, lime accents where appropriate). No text overlays on images - use the blog layout to display text.