Arete AIOS
Brandbook

01 / Identity

Start with the approved assets

Use the existing symbol and complete wordmark. Preserve their proportions and colours, keep them clear of other elements, and choose a placement that remains legible.

The infinity symbol

The existing Arete AIOS identity mark. Use the original SVG.

Download symbol · SVG

The full wordmark

The accepted video wordmark. Keep all lettering visible.

Download wordmark · PNG

02 / Colour

Blue leads. The surface sets the shade.

Use bright blue on dark and deeper blue on warm white. Teal supports the machine's voice, checkmarks and a single highlighted element. Select any swatch to copy its value.

The primary gradient belongs on primary buttons and icon chips. White is a card surface; warm paper is the shared light page surface.

Status colours convey actual state in tools and reports. Keep them out of decorative marketing use.

03 / Typography

Three typefaces. Clear roles.

04 / Layout

Space gives the content its shape

Correct and incorrect

• Blue is the one accent: buttons, links, eyebrows, one or two marks. Teal on prices, numbers, labels or trust chips.
• Literata 500–600 for H1 and H2 only. Literata 700, or Literata in body text and buttons.
• Warm paper #FCFAF6 as the light page surface. Pure white or cool grey as a page background.
• Primary button: accessible blue pill with readable white text and the single soft glow. Small white text over an unchecked gradient, shadows on cards, glass panels or extra gradients.
• Numbered Inter eyebrows in blue: 01 / SECTION NAME. Monospace or teal eyebrows, invented section names.
• Full wordmark visible in video; captions in the spoken language. Cropped lettering, emoji in public headings, motion that starts on its own.

05 / Production profiles

Choose the format, keep the identity

The same core supports different viewing conditions. Use the profile for the actual deliverable and keep an explicitly approved project variation clearly identified.

06 / HTML presentation example

Four slides. Both sides of the palette.

An opening title, a light content slide, a dark diagram and an editorial closing statement. Select a slide and switch its surface between dark and light.

Self-contained 16:9 HTML deck. Sample copy in Latvian and English. Fonts, logo and controls are embedded.

The full deck includes individual slide links and a presenter/audience window. Before a real event, test the offline file on the intended computer and second screen.

07 / Website example

The same identity, made for the web

A responsive hero, one primary action and calm content cards. Try both surfaces in the example, then open or download the complete HTML page.

A design reference with sample content. Build changes through the publishing route already accepted for the real website.

08 / Motion and voice

09 / Use and rights

Two ways to use this Brandbook

Rights and licences

• Fonts: Inter, Literata and JetBrains Mono are licensed under the SIL Open Font License 1.1. You may use, embed, bundle and redistribute them under that licence, also in your own brandbook; the licence text ships in the kit.
• Arete identity: the Arete AIOS name, infinity symbol and wordmark belong to Arete AIOS / Egils Boitmanis. Use them unchanged and only in material about or for Arete AIOS; they may not become part of another brand.
• Egils footage: the five-second clip and poster are a personal recording published as a design example. Reuse them only in Arete AIOS material; do not re-edit, re-voice or redistribute them separately.
• Arete intro: the AI in Practice intro uses an AI-generated voice and the approved motion. It is an example of the Arete format; reuse is limited to Arete productions.
• Templates and method: you may copy, adapt and share the method text, identity template, CSS/JSON/DTCG token files and HTML template code for work on your own brand. Keep this rights notice and the bundled font notices with redistributed copies. Replace Arete identity in adapted outputs. This permission does not grant rights to use Arete trademarks, Egils footage or AI voices as another brand. Attribution to areteaios.com/brandbook is appreciated.

Not yet determined by the owner:

• A standard open-licence identifier such as MIT or CC BY has not been selected. The explicit templates-and-method permission above applies; do not label this whole mixed-asset kit MIT, CC BY or unrestricted.
• Redistribution of the AI-generated intro voice outside Arete material.

Accessibility

The guide and both HTML examples are checked with automated WCAG 2.2 AA rules in Latvian and English, dark and light. Normal primary buttons use white on --brand, about 6.0:1. This is a checked community reference, not a full WCAG conformance claim: automated checks, keyboard/zoom checks and a human screen-reader evaluation are different evidence.

• Text on dark passes AA: light text 17.9:1, body text 11.5:1 and blue 5.0:1 on the dark canvas.
• Text on light passes AA: ink 18:1, muted 5.7:1 and blue 5.8:1 on warm paper. Teal on warm paper is 3.3:1, so use teal only for large text (24 px, or 19 px bold) or non-text marks, never for small text.
• Primary buttons use white text on --brand (about 6.0:1) by default; --brand-deep is the approved deeper alternative. The unchanged gradient has about 2.5:1 at its light end and bright blue has about 3.8:1 against white: neither is a default for small white text. A text-bearing gradient variant needs contrast measured against the actual background behind every character and in each interaction state.
• Status colours on light surfaces are below 3:1: always pair them with a text label and never use colour as the only signal.
• Hairlines at about 1.2:1 are decorative. Give form fields and other controls a boundary of at least 3:1, for example --muted on light surfaces.

Versions and updates

Keep a release together: the version and date in brandbook.md, brandbook.json and the ZIP manifest identify the rules and matching resources. Record the version used. Never downgrade a newer local kit because the website differs. For an explicitly pinned project use that version; otherwise update the whole kit only to a newer release before starting work. Compare numeric version components, not string order.

Rules change in the owner's canonical source first. Every public file is then regenerated from it together, checked in a real browser and published through the website's accepted code route; each release carries a source checksum in brandbook.json. An unpublished local release may be newer than the website. Publication is accepted only after the website and downloads have been read back and compared with the release inventory.

10 / For your AI

Give your AI the same rules

Copy the complete guide into your working context, or give your AI the stable Markdown link. The download includes the shared rules, production profiles and approved asset links.

Create Arete AIOS material using this Brandbook: https://areteaios.com/brandbook/brandbook.md
Choose the web, slides or video profile for the actual deliverable. Use the approved logo assets, palette and type roles. Reuse accepted video assets where the format calls for them. Bundle slide fonts and assets locally. Keep any explicitly approved project variation clearly identified. Verify the final result at its real viewing size.