02 · Atoms¶
Contains: Logo System · Photography Direction
Atoms are the recognizable, named identity assets — the things a person points at and says "that's Ariviti." Built from the Particles (colors, type) in the previous file, governed by the Strings (philosophy, voice) in the first file.
Part 1 — Logo System¶
Reference: Core BG pages 1–10
The Argument, Not Just the Asset¶
The core guidelines tell you what the logo is. This section tells you what it must do — and what breaks it.
The symbol is not decoration. It is a compressed argument:
| Layer | Fact | What It Buys You |
|---|---|---|
| Etymology | "Ariviti" derives from Tamil Arivu — wisdom | A naming asset competitors cannot copy without copying your origin story |
| Form | The "a" is a forward-moving pathway, not a static letterform | Motion is read pre-verbally — signals progress before the wordmark is read |
| Detail | Radiating lines inside the arc | Reads as convergence — human judgment directing AI, not AI operating alone |
Rule of thumb: any use of the symbol that loses the pathway (the open, moving arc) or the radiating base (the human-AI fusion detail) has lost the argument, even if it technically still resembles the logo.
Anatomy¶
| Element | Function | Never |
|---|---|---|
| Symbol ("a" mark) | Standalone brand recognition at small sizes — favicon, app icon, social avatar, watermark | Never redraw, recolor outside approved set, or crop the radiating base |
| Wordmark ("ariviti", Chillax) | Full-name legibility at readable sizes | Never set in any font but Chillax; never used without the symbol at first brand touchpoint |
| Primary lockup (symbol + wordmark + "Intelligence Amplified") | The complete, unambiguous brand signature | Never split the tagline from the lockup as if it were body copy |
Construction Math (from core BG)¶
- Base unit = 1X — the smallest circle, top-right of the symbol
- Clear space = 2X — nothing (text, image, edge of frame) enters this zone, on any side
- Minimum size = 24px digital / equivalent print — below this, the radiating detail collapses into noise and the argument is lost
Do: treat 2X clearspace as a hard constraint in every layout template, not a design suggestion applied at the end. Don't: let a CTA button, nav bar, or photo caption "hug" the logo to save space. That trade always loses.
Color Variants — When to Use What¶
| Variant | Background | Use For |
|---|---|---|
| Full color (Indigo wordmark + Orange/Indigo symbol) | White / light neutral | Default. Web header, decks, documents, business cards |
| Reversed white | Indigo, Soft Black, or photography with sufficient contrast | Dark UI, section dividers, video lower-thirds |
| Single color — Indigo | White | Watermarks, embossing, single-color print (invoices, letterhead) |
| Single color — White | Photography, colored backgrounds | Any surface where full color would fail contrast |
Never: logo on a background whose contrast fails visually. If a background photo has mixed tones, add a scrim (solid or gradient overlay at ≥40% opacity in Soft Black) rather than guessing the logo will read.
Don'ts (from core BG, with the reasoning made explicit)¶
| Don't | Why It Matters |
|---|---|
| Distort proportions | The pathway geometry is precisely built — stretching breaks the "wisdom-guided" reading into "generic arc" |
| Outline-only treatment | Outline reads as unfinished/draft — undermines "Confidence" as a brand pillar |
| Drop shadows / bevels / glows | Any dimensional effect signals dated 2010s tech-brand aesthetics — the opposite of "purposeful innovation" |
| Alter letter spacing | Chillax kerning is tuned; auto-kerning in Canva/PowerPoint will re-space it wrong |
| Apply gradients or unauthorized colors to the mark itself | Gradients are reserved for approved background environments (see Particles doc, Color Swatches) — never painted onto the logo |
| Place on low-contrast backgrounds | Fails both brand recognition and (often) accessibility simultaneously — see Particles doc, Accessibility |
Symbol-Only Usage (not covered in core BG — filling the gap)¶
The symbol alone will be your most-seen asset: favicon, LinkedIn avatar, app icon, Slack/Teams icon, watermark on decks.
| Context | Spec |
|---|---|
| Favicon / app icon | Symbol only, on white or Indigo tile, minimum 3X internal padding |
| Social avatar | Symbol only, full color, centered, no wordmark (illegible at avatar size) |
| Document watermark | Symbol only, 8% opacity, Soft Black, bottom-right corner, never centered |
| Co-branded contexts (partner decks, joint webinars) | Primary lockup, left-aligned, separated from partner mark by a vertical rule at minimum 2X — per core BG partnership lockup spec |
Moat Note¶
A modified letterform at brand-identity scale, tied to a real linguistic root (Arivu), is rare in enterprise AI services. Most competitors run generic abstract marks or literal "circuit/node" AI clichés. Protect the etymology as hard as you protect the hex codes — it should appear in every pitch deck's "why Ariviti" slide and every About page rewrite. It's the one asset a fast-follower cannot legally or credibly copy.
Part 2 — Photography Direction¶
Not covered in core BG — built to match core visual and voice principles
The One Rule¶
If the image could illustrate any AI company's homepage, it's the wrong image.
Generic AI stock photography (glowing brains, robot handshakes, blue circuit overlays, holographic data streams) is the single fastest way to undercut "Knowledgeable" and "Human-led" — the two Voice traits (Strings doc) that are supposed to separate Ariviti from every other AI-services vendor running the same Shutterstock search.
Subject Priority¶
| Priority | Subject | Reasoning |
|---|---|---|
| 1st | Real product UI / real dashboards / real terminal output | Evidence-first applies to imagery, not just copy — a real screen is proof, a mockup is a claim |
| 2nd | Real people doing real work — hands on keyboard, whiteboard sessions, client-team collaboration | Human-led means humans are visibly present and visibly working, not posing |
| 3rd | Environment / workplace context | Used sparingly, to establish setting — never the hero of a page |
| Never | Stock "AI concept" imagery — robots, brains, glowing networks, abstract particles | Zero differentiation, actively signals "generic AI vendor" |
Do / Don't¶
| Do | Don't |
|---|---|
| Shoot or source images where a real screen is visible and legible | Blur or fake the screen content — if it can't be shown real, don't show it |
| Show people mid-conversation or mid-task, not looking at camera | Use posed "team high-fiving at a whiteboard" stock imagery |
| Use natural, editorial lighting | Use heavy color-grade filters that fight the brand palette |
| Crop tight on hands, screens, and faces in technical contexts | Use wide establishing shots as the primary hero image |
| Caption every image with real context (who, doing what, why it matters) | Leave images uncaptioned — accessibility and SEO both require alt text |
Color Treatment¶
Photography should sit inside the brand palette, not fight it:
- Accent overlays (when used): Royal Indigo at 10–20% opacity as a duotone/scrim, never Vibrant Orange (orange overlays on photography shift skin tones unnaturally and read as a warning tint)
- Never apply Instagram-style filters, vignettes, or film-grain effects — these date the brand and contradict "Confidence" as a pillar
- White space discipline: photography should have breathing room around it in layout; never bleed a busy photo directly against dense text blocks
Alt Text Format¶
Ties directly to the Accessibility standards in the Particles doc
[Subject] doing [action] — [context]. Ariviti brand photograph.
Example: "Engineering lead reviewing a live claims-processing dashboard with a client stakeholder — production review session. Ariviti brand photograph."
Do: write alt text at time of upload, not retroactively. Don't: use filenames or generic descriptors ("team photo," "office shot") as alt text — this fails both accessibility and image-search discoverability.
Moat Note¶
Real product screens and real working sessions cannot be stock-purchased by a competitor. A photography library built from actual engagements — even imperfect, even low-budget — is a durable asset a larger, better-funded competitor with a slicker stock-photo budget cannot replicate without doing the actual work first.