Brand Guidelines

ASPIRED Brand Identity

Everything you need to design, write, and build for ASPIRED. This page is the single source of truth for our visual identity, voice, and design language.

Last updated: March 2026

Logo

Icon / Favicon

Minimum clear space

Minimum size: 100px wide

Do not

Stretch or distortChange the coloursAdd drop shadowsPlace on busy backgrounds

Colour Palette

Our palette is built from four core colours. The teal accent is used sparingly (5-10% of any layout) to draw attention to calls-to-action and active states. Purple Mid is only used inside gradients, never as a flat colour.

Brand Gradient

linear-gradient(135deg, #211951, #6754e9)

Banners, cards, dark sections

Background Colours

Text Opacity Scale (on light backgrounds)

100%

Headings

58%

Body text

50%

Secondary

45%

Eyebrows

30%

Muted

Typography

Primary Font — Headings

ClashDisplay

Weights: Variable (200-700), Bold (700)

Format: WOFF2, self-hosted

Used for all headings, hero text, and display typography. Always set font-display: swap.

Body Font — System Stack

System UI

-apple-system, BlinkMacSystemFont, Segoe UI, Roboto, Helvetica, Arial

Used for body text, navigation, buttons, and UI elements. No external font download required.

Type Scale

H1clamp(2.2rem, 5vw, 4.5rem)Performance Marketing.

H2clamp(2rem, 4vw, 3.5rem)Proven solutions.

Body14-16pxWe keep our partner list small by design so every engagement gets our full focus.

Eyebrow10px, tracking 0.22emWHAT WE DO

Small9-11pxASPIRED Digital Ltd. Company No. 11324015.

Spacing & Layout

Max content width1280px

Page padding24px (px-6)

Section padding64px / 96px (py-16 md:py-24)

Card border radius16px (rounded-2xl)

Button border radius9999px (rounded-full)

Border colourrgba(26,10,46,0.06)

Card shadow0 2px 24px rgba(26,10,46,0.04)

Grid gap16-24px (gap-4 to gap-6)

Components

Buttons

Primary CTA →Secondary Dark

Cards

Standard Card

White background, subtle border, rounded-2xl corners, light shadow.

Dark Card

Dark background with ambient purple radial gradient glow for depth.

Eyebrow Labels

Eyebrow Label

Tags & Pills

Service TagCategoryStatus Badge

Imagery & Photography

Team photosCircular crop. 2px border in rgba(33,25,81,0.15). Consistent size per context.

Client logosDisplayed in a trust bar. Muted/greyscale by default. Full opacity on dark backgrounds.

Ambient glowsRadial gradients on dark sections using rgba(33,25,81,...) at low opacity. Creates depth without distraction.

Case study imagesJPG format, compressed. Rounded-2xl corners. Max width 480px in grids.

Video embedsBunny CDN iframe. 16:9 aspect ratio. Rounded-2xl container with subtle border and shadow. Autoplay muted loop.

Voice & Tone

We are

•Direct and confident
•Opinionated, not neutral
•Honest about limitations
•Technical when needed, plain when possible
•UK English (optimise, colour, centre)

We say

partnersnotclients

resultsnotdeliverables

we builtnotwe facilitated

it worksnotit's innovative

revenuenotmetrics

Words we never use

pivotaltestamentseamlessgroundbreakingcrucialvitalsynergyleverage (as verb)disruptgame-changinginnovativecutting-edge

Writing Rules

Sentence lengthVary it. Short punchy lines mixed with longer explanatory ones. Never three short sentences in a row.

PunctuationNo em dashes (—). Use commas and full stops. No semicolons in marketing copy.

StructureNo rule-of-three groupings. Avoid patterns that feel templated.

NumbersEvery number must be defensible. Never invent statistics. If we say 7.3x ROAS, that is verified.

OpinionBe opinionated. Take a position. 'This is what works' not 'this could potentially work in some cases.'

Blog headlinesLead with the value. 'How to X' or 'Why X Works' format. No clickbait.

Blog body800-1200 words. H2/H3 structure. Internal links. FAQ section at the end for featured snippets.

Values & Identity

Small team, big leverage

We are four people and a fleet of AI agents. We choose to stay small because focus compounds.

Partners, not clients

We work with people, not for them. Their success is our success. We operate like the business is ours.

Humans + AI agents

We do what needs a human touch and build agents for the rest. This is our operating model.

Quality over quantity

We keep the partner list small. We only take on work we believe in. Every project gets our full attention.

Problem Solvers. Not Vendors.

We don't sell marketing like apples. We solve business problems that stand in the way of growth.

We stand with Palestine

This is part of who we are. We stand with humans and every freedom cause.

Do's & Don'ts

✓

Use the brand gradient for dark banner backgrounds

✓

Use teal gradient (#15f5ba → #0dd197) for CTAs

✓

Maintain generous white space between sections

✓

Use ClashDisplay for all headings

✓

Keep the partner list language — never say clients

✓

Write in UK English throughout

✓

Use rounded-2xl on all cards and containers

✓

Include the ASPIRED icon in social/avatar contexts

Don't

✗

Use #6754e9 as a flat colour — only in gradients

✗

Use #836fff anywhere — it has been retired

✗

Use sharp corners (rounded-sm, rounded-md) on cards

✗

Mix sans-serif fonts for headings — ClashDisplay only

✗

Write with em dashes (—) or semicolons in marketing

✗

Use words from the banned list (pivotal, seamless, etc)

✗

Stretch, recolour, or add effects to the logo

✗

Invent statistics — every number must be verified

AI & Agent Access

Feed this file to Claude Code, Cursor, ChatGPT, or any AI tool to teach it the ASPIRED brand identity. It contains all colours, fonts, voice rules, component styles, and the icon SVG in a format optimised for LLMs.

Download for AIView Raw File →

llms.txtaspired.agency/llms.txt

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Use with Claude Code: WebFetch https://aspired.agency/llms.txt

ASPIRED Digital Ltd. These guidelines apply to all ASPIRED branded materials, communications, and products.