Visual Identity
Brand System
Restraint at the Core, Expression at the Edge. The IANDE visual identity system: three core colors, controlled gradients for Lab contexts, and strict governance rules.
Inclusive "We"
Built from multiple elements, not a single stroke. Each element represents a stakeholder, system, capability, or decision vector.
Interdependence, Not Hierarchy
No top, no bottom, no master node. All components are equally necessary and intentionally aligned.
Controlled Complexity
Simple at distance, rich up close — reflecting IANDE's ability to make complexity coherent.
Logo System
One Brand, Multiple Operating Modes
Primary Mark
The Convergent Ring
Enterprise & Corporate contexts
Secondary Mark
The Interdependent Loop
Cognitive & Systemic storytelling
Lab Mark
The Modular Constellation
Innovation & Experimental contexts
Micro Mark
The Pixel-Perfect Reduction
Favicons & App Icons
The Convergent Ring
Role
The Official Seal — Used for all formal contracts, high-level architecture, and corporate identity.
Logic
Closed Loop — Multiple independent inputs converging into a single, unbreakable system.
Meaning
Coherence — Represents the successful integration of strategy, platform, and AI.
The Interdependent Loop
Role
Used for cognitive and systemic storytelling — whitepapers, architectural diagrams, and educational materials.
Logic
Continuous path with no beginning and no end. It rejects the linear "start to finish" project mentality.
Meaning
Feedback loops and co-evolution. The recursive nature of AI and human systems learning from each other.
The Modular Constellation
Role
The Innovation Signal — Used exclusively for IANDE Lab initiatives, prototypes, and experimental interfaces.
Logic
Modular & Dynamic. Unlike the fixed Primary Ring, the Lab Mark is composed of separate nodes that can visually rearrange.
Meaning
Exploration — Visualizes the act of "connecting the dots" to form new patterns.
Favicon & App Icon
Role
Instant Recognition — Used in browser tabs, mobile home screens, and watch interfaces.
Logic
Radical Reduction. The "Ring" is removed entirely. Only the "Keystone" (the convergence point) remains.
Meaning
The Spark — The core energy of the brand, stripped of all surrounding context.
Logo Color Rules
Context-Dependent Application
Corporate / Trust
Primary (Graphite + Teal)
Standard corporate presentations, official contracts & proposals, main website headers, legal documentation
Utility / Clarity
Secondary (B&W)
Internal memos, high-volume print runs
Innovation / Energy
Full Spectrum (Gradient Accent)
IANDE Lab interfaces, innovation showcases, digital-only assets
Primary Mark — Enterprise Contexts
01. Positive (Standard)
The default application for white or light grey backgrounds. The ring is Deep Graphite, with the convergence point in Proprietary Teal.
BG: #FFFFFF / #F5F5F5 Ring: #1A1A1A Accent: #00796B
02. Negative (Inverted)
For use on Deep Graphite backgrounds. The ring becomes White to ensure contrast, while the Teal accent remains constant.
BG: #1A1A1A Ring: #FFFFFF Accent: #00796B
03. Monochrome (Utility)
Strictly for single-color printing or low-fidelity contexts. The entire mark is rendered in 100% Black or White. No Teal.
BG: Any Ring: 100% Ink Accent: 100% Ink
Secondary Mark — Monochrome Dominance
The Secondary Mark is a diagrammatic tool, not a logo. It should not compete with the content it frames.
Mono
Default state: 100% Black (light) or 100% White (dark).
Accent
Teal permitted only to highlight an active segment. Never color the entire mark Teal.
No Grad
Gradients are forbidden. The Secondary Mark represents clarity, not energy.
Lab Mark — Controlled Energy
Used on dark backgrounds. Emergence of clarity from the void.
Used on light backgrounds. Diffusion of capability.
Gradients must always be anchored by Teal. Full-spectrum “rainbow” gradients are strictly prohibited.
Logo Geometry & Constraints
Geometry
There are no loose ends in the IANDE system. Every line must eventually connect back to the whole.
Constraints
We avoid clichés that reduce our brand to generic “AI Startup” tropes.
Color Palette
Three Colors. No Exceptions.
Deep Graphite
Primary Text / Background
Off-White
Primary Canvas
Proprietary Teal
Semantic Signal
Governance Rules
Teal is never used just to "make it pop." It is strictly reserved to indicate system coherence, successful integration, or the strategic path forward.
The palette is closed. No tertiary colors.
All text combinations must meet WCAG AA standards.
Colors have assigned semantic roles. Do not misuse them.
IANDE Lab — Innovation Palette
The Lab environment permits a broader range of expression to signal experimentation, energy, and the blast radius of innovation.
Hero / Backgrounds
Overlays / Accents
Gradients are strictly limited to IANDE Lab materials. They must never appear in core enterprise contracts or architecture documentation.
Color Strategy & Governance
Restraint at the Core, Expression at the Edge
Enterprise contexts use the closed three-color palette. Lab contexts alone may use controlled gradients anchored by Teal.
Preventing Brand Drift
Every color application must be justified by its semantic role. Teal signals coherence, Graphite signals authority, Off-White signals clarity.
Strategic Defense
What This System Prevents
The "Generic AI" Look
Prevents the brand from looking like a fleeting startup with neon gradients, dark mode-only interfaces, and abstract 3D blobs.
The "Consulting Bore"
Prevents the brand from fading into the background with safe corporate blues, stock photography of handshakes, and lack of opinion.
Visual Fragmentation
Prevents different teams (Engineering vs. Sales) from creating assets that look like they come from entirely different companies.
Magic Over Mechanics
Prevents visuals that imply AI is "magic" (sparkles, brains, lightning) rather than a rigorous, engineered system.
Quality Assurance
System Validation Checklist
01. Visual Integrity
Context Match: Is the correct mark used? (Primary for Enterprise, Lab for Innovation).
Clear Space: Is the logo free from encroachment by text or other graphics?
Contrast: Does the logo pass accessibility standards against the background?
02. System Coherence
Semantic Teal: Is Teal used only to signal meaning, not just for decoration?
Gradient Check: Are gradients completely absent unless this is a Lab asset?
Tone Check: Is the language direct, confident, and free of "marketing fluff"?