# AI Cabal Brand Guidelines

## Mission
Where serious AI minds find their people. A community of builders shipping with AI.

## Core Values
- **Direct** - Say what you mean without jargon
- **Authentic** - Real people, real work, real conversations
- **India-Focused** - Context and specificity matter
- **Honest** - Acknowledge challenges and tradeoffs

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## Visual Identity

### Logo
The AI CABAL wordmark is the core of our identity.

**Standard Usage:**
- "AI" in white/off-white
- "CABAL" in lime accent (#c8f03c)
- Always maintain proportions and clear space

**Variations:**
- Horizontal (wide format)
- Stacked (vertical format)
- Monogram (AC for small spaces)
- Icon (for favicons/avatars)

**Don'ts:**
- Never distort or stretch
- Never change colors (except backgrounds)
- Never add effects or shadows
- Never alter spacing between letters

### Color Palette

| Color | Hex | RGB | Usage |
|-------|-----|-----|-------|
| Black | #080808 | 8, 8, 8 | Main background |
| White | #f0ece0 | 240, 236, 224 | Primary text & headings |
| Accent | #c8f03c | 200, 240, 60 | CTAs, highlights, emphasis |
| Dark | #141414 | 20, 20, 20 | Section backgrounds |
| Off-Black | #0e0e0e | 14, 14, 14 | Cards, containers |
| Muted | #666666 | 102, 102, 102 | Secondary text |
| Dim | #a0a0a0 | 160, 160, 160 | Tertiary text |

**Color Rules:**
- Use pure black (#080808) for main backgrounds
- White for headings and primary text
- Accent color sparingly - ONE highlight per layout
- Never flood a layout with accent color
- No gradients or color blending

### Typography

#### Font Families
- **Bebas Neue** - Bold, distinctive headings. All-caps, tight spacing.
- **DM Sans** - Clear, readable body text and primary content.
- **DM Mono** - Technical labels, dates, monospace elements.

#### Type Scale
| Element | Font | Size | Weight | Letter-spacing |
|---------|------|------|--------|-----------------|
| H1 (Page Titles) | Bebas Neue | clamp(40px, 6vw, 72px) | 800 | 0.02em |
| H2 (Section Titles) | Bebas Neue | 32-36px | 800 | 0.03em |
| H3 (Subsections) | Bebas Neue | 24-28px | 700 | 0.02em |
| Body Text | DM Sans | 16-18px | 400 | normal |
| Labels | DM Mono | 10-13px | 500 | 0.1em - 0.15em |
| Meta | DM Mono | 11-12px | 400 | 0.06em |

#### Line Height
- Headings: 1.0 - 1.1 (tight)
- Body: 1.6 - 1.8 (readable)
- Labels: 1.4 - 1.5 (compact)

### Imagery

#### Blog Heroes
All blog featured images should:
- Use dark background (#080808 or #141414)
- Incorporate lime accent color strategically
- Feature bold, readable typography
- Maintain consistent branding
- Support the article topic visually

#### Photography
- Use authentic, unfiltered images
- Show real people and real work
- Avoid generic stock photography
- Keep consistent mood and lighting

#### Illustrations
- Minimal and functional
- Serve a purpose (explain, clarify, enhance)
- Not decorative
- Aligned with brand colors when used

### Buttons & CTAs

#### Primary Button
- **Background:** #c8f03c (Accent)
- **Text:** #080808 (Black)
- **Font:** DM Mono, 12px, uppercase
- **Padding:** 16px 32px
- **Corner Style:** Angled clip-path (polygon)
- **Hover:** Brightness increase, slight lift

**Examples:**
- "Join the Cabal →"
- "Read the Post →"
- "Explore Events →"
- "View All Posts →"

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

### Spacing & Layout

#### Gutters & Padding
- Desktop: 48px
- Tablet: 32px
- Mobile: 24px

#### Section Spacing
- Between sections: 80px
- Between subsections: 40px
- Between elements: 20-24px

#### Grid
- Max-width: 1200px
- Responsive: 1fr to 4fr depending on content
- Gap: 24px

---

## Brand Voice & Tone

### Principles
1. **Direct** - No fluff, no corporate speak
2. **Specific** - Use concrete examples, India-focused context
3. **Honest** - Acknowledge challenges and tradeoffs
4. **Confident** - We know our audience and what we offer
5. **Conversational** - Human and real, not robotic

### Do's
✓ Be specific with India-focused examples  
✓ Be honest about limitations and challenges  
✓ Be direct - say what you mean  
✓ Be confident - we know our space  
✓ Use active voice and action verbs  

### Don'ts
✗ Use hype or oversell  
✗ Be vague - specificity builds credibility  
✗ Over-explain - trust reader intelligence  
✗ Sound corporate or robotic  
✗ Use jargon without explanation  
✗ Make claims without evidence  

---

## Social Media

### Profile Setup
- **Avatar:** Use monogram (AC) at 400×400px
- **Header:** Use Twitter banner (1500×428)
- **Bio:** Direct, mission-driven, include link
- **Link:** Point to homepage or latest initiative

### Post Guidelines
- Keep copy concise and direct
- Use line breaks for readability
- Include relevant hashtags sparingly
- Link to full articles/resources
- Maintain consistent voice
- Engage authentically

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## Applications

### Website
- Header: Logo + horizontal wordmark
- Typography hierarchy as specified
- Color palette throughout
- Accent color for primary CTAs only
- Dark theme as default

### Blog
- Hero images with brand colors
- Monospace labels for metadata (dates, categories)
- Consistent typography scale
- Related posts section
- Author info with avatar

### Social
- Profile image: Monogram
- Headers: Twitter/LinkedIn specific sizes
- Share cards: OG image (1200×628)
- Consistent accent color usage

### Print/Documents
- Logo minimum: 1 inch width
- Clear space: Height of one letter on all sides
- Colors: Match digital specs
- Typography: Same font families

---

## Files & Assets

All brand assets available for download:

### Logos
- `logo-horizontal.png` - Horizontal wordmark (2400×800)
- `logo-stacked.png` - Stacked format (1200×1200)
- `logo-icon.png` - Icon/monogram (800×800)
- `logo-monogram.png` - Monogram AC (800×800)

### Social & Marketing
- `banner-hero.png` - Hero section (2400×1260)
- `banner-twitter.png` - Twitter header (1500×428)
- `banner-og.png` - Social card (1200×628)

### Documentation
- `design.md` - Full brand guidelines (this file)

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## Questions?

For brand-related questions or requests:
- Twitter: @theaicabal
- Website: aicabal.xyz
- Join us: https://luma.com/aicabal

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**Version:** 1.0  
**Last Updated:** August 4, 2026  
**Brand Guidelines by AI Cabal**