For Verified Partners Only · Confidential & Do Not Distribute
Brand guide · v1

White page. Black Lato. One cobalt.

The look every Standard Systems tool, dashboard, page and chat flow shares. Derived from lemonade.com. Copy the folder, link brand.css, start from starter.html.

BRAND.mdbrand.cssstarter.html ↗

Colors

Cobalt is the only saturated color on a screen. No gradients. No dark mode.

--accent#1f4bff · primary
--accent-hover#173fde
--accent-active#1234b8
--accent-100#e3e9ff · tint
--accent-50#f3f6ff · selected bg
--ink#282828 · text
--ink-2#4a4a4a · secondary
--ink-3#7b7b7b · captions
--gray#b7b7b7 · disabled
--gray-2#dadada · borders
--gray-3#ececec · hairlines
--bg#f7f7f7 · alt sections
--teal#2ad5bd · ok status
--red#f7274a · errors
--yellow#ffe071 · confetti
--orange#ffb01c · warn

Typography — Lato only

Weights 400 / 700 / 900. Sentence case. Tight headings, roomy body.

H1 · −$350K in labor. +32.5% in sales. Zero agencies.

H2 · Incredible Prices. Pay Monthly. Bundle Discounts.

H3 · Creative Engine

Body 18px 400 — Instant everything. Incredible prices. Zero headcount. Tools that have run a $350M+ portfolio and multiple companies at the same time.

Small 15px ink-3 — pricing is a starting point; the final number comes out of the chat.

Kicker · 13px 900 uppercase

Components

Buttons

Check our pricesSee all offersApprove

Pill, 56px (44px small). One primary per view. Label = verb.

Answer cards & chips

Input

Please enter a valid number

Stat tile, badge, status, progress

$350M+
portfolio managed and run by these tools
Most popularReplaces: ad agencyRunningReviewDown

Card

Creative Engine

Fully autonomous AI ad creator.

Flagship

Flagged card

2px cobalt border + #f3f6ff. Hero item only.

KPI tiles (app shell)

Revenue today
$12,480
▲ 8%
Drafts waiting
19
review by 9am

See starter.html for the full sidebar + main layout.

Company mark

The Circuit S — one continuous cobalt trace with two ink terminals and a gold node. White on the cobalt tile is the canonical icon.

StandardSystems& Automation LLC

Product marks

Creative Engine is the flagship and never gets a screenshot — it gets a mark: the CE monogram. A heavy cobalt C (24-unit stroke, 80° mouth on the right) wrapping an ink E of three rounded bars; the middle bar is orange — the spark. Flat, no tile, no gradients. Recipe for any future product mark: one cobalt letterform + one ink letterform + one orange accent, on white.

The family

Every product gets a two-letter mark on the same 200 grid: cobalt primary letter (stroke 24) · ink secondary letter or glyph (stroke 20 / 18px bars) · one accent color per product. Full sheet + every variant (color / ink / white / app-icon / app-icon-light): img/brand/marks/. Generator: make-marks.py.

CE
Creative Engine
RB
Reporting & Briefs
CC
Command Center
LD
Leads & Dialer
SD
Service Desk
AS
Ad Studio
BA
Business Audit
CA
CEO Agent
MS
MAS CRM Shell
CF
Creative Forge
MA
Meta autopilot
FP
Funnel Planner
EB
Email blast
LS
Lead scraper
OA
Outbound agents
BK
Booking agent
CD
Call Desk
PB
Pre-call briefs
FU
Follow-ups
FD
Fulfillment
FB
Fraud bot
IS
Inventory & stock
DB
Daily briefs
CB
Company brain
WB
Website builder
LP
Landing pages
SF
Storefront systems
US
Upsell suite
AF
Affiliates & codes
RL
Reliability layer
CreativeEngineby Standard Systems

Files & variants

  • creative-engine-mark.svg web (spark pulses) · -static.svg · -ink.svg · -white.svg
  • creative-engine-app-icon.svg (white on cobalt tile) · -light.svg · favicon.svg
  • PNG 1024: -mark, -mark-white, -app-icon · lockups -light/-dark/-inline.png

All in img/brand/. Min size 24px. Never add a shadow, tile or gradient to the flat mark; use the app-icon file when you need a tile.

The chat pattern

Agent text is plain bold on white (no bubble). Only the user's replies get a bubble. Typing dots before every agent line. One question per step.

Hey there!
I'll help you get a price in no time. Did you ever get a Standard Systems quote?(If so, I can pull up your details)
No
Perfect. Let's start with the basics — what's your first name?

Live reference: chat.html · full spec in BRAND.md §9.

Voice

Do

  • "Hey there! I'll help you get a price in no time."
  • Lead with the numbers → one-line what-it-is → cobalt CTA
  • CTAs say what happens: "Check our prices", "Book my install call"
  • Specific numbers: 24 ads/day, 12,000+ leads, $350M+
  • "your CEO agent", "the operator", "our own companies"

Don't

  • Name our operating companies or individual agents client-facing
  • "Submit", "Learn more", "Click here"
  • "AI-powered", "revolutionary", "seamless", "leverage"
  • Gradients, glass, dark backgrounds, purple, neon, glow
  • Any font but Lato; Title Case Headlines

Copy the folder. Link brand.css. Start from starter.html.

Download BRAND.md