Brand Overview

This is the Convictional brand guide. A reference for anyone creating, writing, designing, or deciding on behalf of the company. It covers philosophy, voice, visual identity, and how we show up across every touchpoint.

Who it's for

Everyone. If you're writing a support email, designing a slide deck, choosing a photo for social, or naming a feature, this is your reference.

The organizing idea

We build tools for people doing real work during a period of extraordinary change. The nature of that work is shifting: cognitive tasks are getting cheaper, shared truth is getting harder to maintain, and meaning is becoming the thing organizations have to actively protect. Our brand exists to establish trust and to make visible that real people with real judgment stand behind the work, at a moment when both are becoming scarce.

Direct, warm, self-aware, never performing. We don't look like other B2B software companies because we don't think like them.

Every decision in this guide follows from one principle: be the company that treats its audience like thoughtful adults.

Sections

• Brand Philosophy — our worldview and why we exist
• Brand Voice — the three pillars of how we speak
• Tone & Writing — how the voice flexes across contexts
• Visual Identity — logo, wordmark, and usage rules
• Color — palettes, themes, and semantic usage
• Typography — typefaces, hierarchy, and spacing
• Imagery — photography, illustration, video, visual principles
• Brand Applications — how the brand lives across touchpoints

Full guidelines

Download the complete brand guidelines as a single document.

For AI agent prompting, use the raw markdown file at /brand-guidelines.md.