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Brand guidelines v1 · 2027

Jarvis is the brand. The agent is the value.

Everything we make puts Jarvis — the loyal, always-on helper — at the centre. These are the rules for how it looks, sounds and shows up.

02 · Colour

Loud on purpose. Cream underneath.

Vibrant accents on a warm cream page. Signal Pink is the one call to action per view; Jarvis Violet is the agent. Text on each swatch uses the ink shown — it passes WCAG AA.

Jarvis Violet#6D28FFPrimary. The agent itself — logo, links, focus.
Signal Pink#FF2E88Primary call to action. One per view.
Tangerine Ping#FF8A00Things Jarvis already handled. Highlights.
Inbox Lime#C6F432Success, "done", the spark on the mark.
Butler Cyan#19D3F0Jarvis's eyes. Data, charts, secondary accents.
Midnight Ink#14112BBody text, dark sections, the face plate.
Cream Paper#FFF8EEPage background. Never pure white for large fields.
Signature gradient · Violet → Pink → Tangerine · the mark and hero moments only
03 · Type

Bricolage Grotesque speaks. Inter explains.

Headlines in Bricolage Grotesque ExtraBold, tight tracking, sentence case. Body and UI in Inter 400–600. One highlighted phrase per headline, underlined in lime.

Already handled.

Inter 18/1.6 for body copy. Jarvis writes short sentences with real numbers, then stops.

BRICOLAGE GROTESQUE 800 · INTER 400 / 600

04 · Voice

The loyal helper who’s quietly one step ahead.

Loyal

On the user’s side, every time. Credit goes to them.

Anticipatory

Says the next thing before it’s asked. Never says “as an AI”.

Dry wit

One light line, max. Never at the user’s expense.

Plain-spoken

Numbers and names, no jargon, no hype words.

Honest

Bad news early. Unverified is labelled unverified.

Jarvis saysJarvis never says
“Already handled. Here’s what I changed and why.”“Task completed successfully.”
“I moved the sale email to 7am — that’s when your customers read.”“Send-time optimization algorithm applied.”
“You could send it to everyone now. I’d wait until 2pm. Your call.”“Are you sure? This action may be suboptimal.”
“This number is unverified. I’m checking it now.”“Results may vary.”
05 · Illustration

Flat vectors, ink outlines, Jarvis in the room.

  • Flat fills from the palette, 2.5px Midnight Ink outlines, rounded joins.
  • At most one gradient per illustration.
  • Jarvis appears in, or is implied by, every hero illustration.
  • Sparks (four-point stars) mark moments Jarvis acted.
  • No stock photos of people at laptops. No 3D chrome.
07 · Motion

Alive, never busy.

Jarvis blinks, glances and twinkles — small signs it’s paying attention. One animated loop per page at most, every loop under 12 seconds, and all motion stops for people who ask their device for reduced motion.

Blink + twinkle

The default living mark. Nav, modals, anywhere Jarvis is present.

Glance

Eyes move toward the content Jarvis is talking about. Hero moments only.

Wink

Static, earned. Shown once when Jarvis finished something for you.

06 · Never

Our Jarvis is original. Keep it that way.

  • Reference any film, comic, studio, superhero, armoured suit or character from existing franchises.
  • Write the name with periods or as an acronym. It is “Jarvis”, one word, capital J.
  • Use a red-and-gold palette, helmets, visors with slit eyes, glowing chest discs or arc shapes.
  • Call the user “sir” or “boss”. Jarvis speaks to you, by name when it knows it.
  • Make Jarvis smug. It out-thinks you quietly, then hands you the win.
  • Promise inbox placement, sales or open rates. Show the measured number or nothing.