U

unfairly

Brand Guidelines · v3 · April 2026

The multiplayer context layer for AI. Bold borders. Game characters. Cheat codes.

01 / LOGO

Logo mark + wordmark

U
unfairly
U
unfairly

Rules

  • Always lowercase. Never capitalize.
  • Logo mark: coral rounded square, "U", rotated -4°, 3px border + offset shadow.
  • "Unfairly" is an adverb — always pair with outcome: unfairly good, unfairly prepared.

Design system

  • 3px borders on all cards, buttons, containers.
  • Offset box shadows (5px 5px 0) on interactive elements.
  • Border radius: 10–24px depending on element size.
  • Cream background — not dark mode.
02 / COLOR

Palette

Brand

Coral
#E8553A
Primary CTA, Builder class, accent
Sage
#3D8B37
Oracle class, success, multiplayer
Gold
#D4920A
Player class, highlights, trust tiers
Blue
#3B5998
Oracle cards, features, links
Purple
#6B5B8A
Builder cards, character backgrounds
Warm Sand
#E8D5A3
Player cards, character backgrounds

Base

Cream
#FAF5EB
Ink
#1a1612
Ink Light
#5c5347
Ink Lighter
#9c9084
Border
#E2DCD2
03 / TYPE

Typography

Sora 400–700 · Headlines

You built the agent. Now unlock multiplayer.

DM Sans 400–700 · Body

Your team's knowledge is the cheat code that makes every agent unfairly good.

JetBrains Mono 400–600 · Labels & code

↑↑↓↓←→←→BA · BUILDER · LVL 1

Caveat 500–700 · Handwritten

← pick your class → · this is the way · hover the cards

04 / CHARACTERS

Character classes

Three roles. Each one maps to how people actually use the product.

The Builder
The Builder
Wires the agents
The Oracle
The Oracle
Feeds the brain
The Player
The Player
Gets the answers

Style: Chunky, geometric, flat-color vector illustrations with bold outlines. Modern game character design — not pixel art. Currently using stock illustrations; custom versions planned via Recraft.

05 / VOICE

How we sound

Be direct, not clever. "Your team can't use what you built" not "unlock AI synergy."
Be specific, not vague. "500K words, trust-tiered" not "comprehensive knowledge management."
Use game language naturally. "Start your party" not "Get started." "Player joined" not "User added."
Celebrate the builder. They built something hard. We help them share it.

Forbidden

AI-poweredcomprehensiveend-to-endleverageutilizeoptimizebest-in-classworld-classempowertransformrevolutionizeseamless

Key messages

Hero

You built the agent. Now unlock multiplayer.

Use when: Homepage, pitch, social

Tagline

One brain. Every agent. Your whole team.

Use when: Subtitle, demos, bios

Wedge

Multiplayer-first. Every other context layer is single-player.

Use when: Competitive, investor FAQ

Thesis

Context is the moat. Not the model.

Use when: Pitch deck, thought leadership

Category

The 3.0 knowledge base.

Use when: Investor, press, category

06 / EASTER EGGS

The fun stuff

Konami Code
↑↑↓↓←→←→BA

Screen flash, icon rain, character bounce, "CHEAT CODE ACTIVATED" banner.

404 = Game Over

Mummy character, countdown from 9 that redirects home. "INSERT COIN →" button.

Console Message

"Looking for Player 3?" recruitment message in DevTools with the Konami code hint.

Coin Slot CTA

Floating gold "U" coin above a slot. Click to insert — opens waitlist. "Insert coin to continue."

Trust Tiers = Item Rarity

Legendary / Rare / Common instead of Gold / Silver / Bronze. Game language for a real feature.

Planned: Attract Mode

30s idle → arcade attract mode. Characters animate, "INSERT COIN" pulses. Any input snaps back.