# Cerul Brand Guidelines

## Name

**Cerul.** Always capitalized. Never "cerul", "CERUL", "Cerul.ai", or
"Cerul AI" in body copy (the domain cerul.ai is fine as a URL).

Pronunciation: *SER-uhl*.

## Logo

The Cerul mark is three geometric blocks forming an abstract **C**. It should
always appear:

- With at least **one mark-width** of clear space around it.
- On a background with sufficient contrast (use
  `01-logos/vector-svg/cerul-primary-white.svg` on dark backgrounds).
- At a minimum display size of **24px** on screen / **8mm** in print.

Don't:
- Recolor, outline, add gradients, shadows, or effects.
- Stretch, skew, or rotate.
- Place on busy photographic backgrounds without a solid plate behind it.
- Combine with other marks to imply partnership.

## Colors

Cerul uses a warm off-white base with a single cool-blue accent.

| Role              | Hex        | Usage                                    |
| ----------------- | ---------- | ---------------------------------------- |
| Foreground / ink  | `#241d15`  | Primary text, primary logo color         |
| Brand             | `#88a5f2`  | Accent, eyebrows, highlights             |
| Brand bright      | `#5e79cf`  | Hover, links                             |
| Brand deep        | `#2f405a`  | Deep accents, dark surfaces              |
| Background        | `#f7f3ec`  | Page background (soft cream)             |

Dark-mode palette (used on `/v` viewer and playground):

| Role              | Hex        |
| ----------------- | ---------- |
| Foreground        | `#fafafa`  |
| Brand             | `#22d3ee`  |
| Brand bright      | `#67e8f9`  |

## Typography

- **UI & marketing:** `-apple-system, BlinkMacSystemFont, "Segoe UI", system-ui, sans-serif`
- **Code / API samples:** `ui-monospace, "SF Mono", Menlo, monospace`

Headings are tight (`tracking-tight`) and bold. Body text leans relaxed
(`leading-7`).

## Voice

- Direct, concrete, unsentimental.
- Favor nouns and verbs over adjectives.
- Developers and AI engineers are the audience — assume they know the jargon,
  skip the hand-holding.
- Never say "revolutionize", "seamless", "unlock", "empower".

## Contact

Brand questions, custom assets, or partnership requests:
**support@cerul.ai**
