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Internal — Brand Guidelines v1.0 · 2026

Brand Guidelines

Colors, typography, voice, and component standards for all Mahiri properties. These rules exist so every touchpoint feels like the same company — authoritative, expert, never generic.

01

Logo

The Mahiri mark consists of a wordmark plus an icon mark (the "M" block). Both exist in primary (dark background) and reversed (light background) variants.

M
Mahiri
M
Mahiri

Logo usage rules

❌ Don't
  • — Stretch or distort the mark
  • — Use on low-contrast backgrounds
  • — Add drop shadows or effects
  • — Use old dark-only version on light backgrounds
  • — Change the gold to yellow, orange, or amber
  • — Separate wordmark from icon mark in marketing
✓ Do
  • — Use dark variant on green/black backgrounds
  • — Use light variant on white/cream backgrounds
  • — Maintain minimum clear space = icon mark height
  • — Use icon mark alone only when wordmark would be too small to read
  • — Keep gold as: #C9A84C (primary), #D4B565 (on dark)
02

Color System

Mahiri's palette is built on a forest-green primary, a warm gold for calls to action, and a cream/off-white base. These three anchor colors define the brand's character — authoritative, warm, and trustworthy.

Primary — Green

Green 900
#0F2D1A
Footer, deep bg
Green 800 ★
#1A4D2E
Primary brand color
Green 700
#24643C
Labels, accents
Green 100
#E8F0EB
Tinted bg sections

Secondary — Gold

Gold 600 ★
#C9A84C
CTA buttons
Gold 500
#D4B565
On dark backgrounds
Gold 100
#FAF3E0
Warning/flag callouts

Base — Neutrals

Cream ★
#F8F6F1
Page background
White
#FFFFFF
Cards, panels
Gray 900
#111111
Body text
Gray 700
#374151
Secondary text
Gray 500
#6B7280
Captions, metadata
❌ Color Don'ts
  • — No gradient fills in gold or green
  • — No "AI purple" (#6B21A8 etc) anywhere
  • — No neon accents
  • — Don't use gold as background on large surfaces
  • — Don't use pure black (#000) — use Gray 900 (#111)
✓ Color Do's
  • — Cream page base, white cards
  • — Green 800 for primary actions and authority sections
  • — Gold 600 for all CTAs — one per section maximum
  • — Green 100 for tinted callout backgrounds
  • — Gold 100 for warning/flag callouts only
03

Typography

Two fonts. DM Serif Display for editorial punch. Inter for everything operational. The contrast between them — serif display + humanist sans — is the typographic character of Mahiri.

DM Serif Display — Display / Hero headline
Enterprise-class
digital infrastructure.
DM Serif Display · 56px · tracking −1.5px · line-height 1.1
DM Serif Display — H1 Page heading
How Mahiri works
DM Serif Display · 40px · tracking −0.8px · line-height 1.15
DM Serif Display — H2 Section heading
Your email reputation is business infrastructure.
DM Serif Display · 28–52px (fluid) · tracking −0.5px
Inter — Body text
Mahiri runs your complete digital presence — domain, email auth, web, security, and ops. Not built and abandoned. Running, maintained, and improving.
Inter Regular · 16px · line-height 1.7
Inter — Section label / Eyebrow
Pillar 01 — Operations
Inter Bold · 11px · tracking 1.5px · uppercase · Green 700
Courier New — Code / Technical
v=DMARC1; p=reject; rua=mailto:reports@mahiri.ai
Courier New · 12–14px · for DNS records, code, config
04

Components

Buttons

Usage rules: One primary CTA per section max. Gold = primary conversion. Green = navigation/secondary action. Outline dark = tertiary. Ghost = understated navigation links.

Cards

White Card on Cream
Standard content card
Background: white. Border: Gray 200. Border-radius: 12px. Shadow: shadow-md.
Tinted Card
Feature / pillar callout
Background: Green 50. Border: Green 100. Used for feature highlights on white sections.

Section layouts

2-column content+visual: Default for pillar sections. 50/50 split. Left content / right visual OR right content / left visual — alternate between sections.

Full-width hero: Centered text, max-width 700px.

3-column cards: Security-style metrics and features only. No 3-column layouts for body content.

Timeline/vertical: How It Works, onboarding steps. Left = step numbers, right = content.

Minimum section padding: 80px top/bottom. 40px side gutter (20px mobile).
05

Voice + Tone

Mahiri talks to buyers who make technology decisions. The tone is expert but not arrogant. Specific, not vague. Peer-to-peer, not vendor-to-customer. Reference: tasteskill.dev, Linear.app, Vercel.com — not GoDaddy, not Squarespace.

❌ Don't write this
"Our powerful AI-driven platform helps your business thrive online with cutting-edge tools and seamless automation!"
✓ Write this instead
"Your DMARC policy is set to 'none'. That means anyone can spoof your domain. We fix that on day one."
❌ Don't write this
"We're passionate about helping businesses succeed in the digital age through innovative solutions and exceptional service!"
✓ Write this instead
"Most web agencies build your site and disappear. Mira doesn't. She's there at 11pm when your contact form breaks."
❌ Don't write this
"Our state-of-the-art AI technology ensures world-class digital experiences for businesses of all sizes!"
✓ Write this instead
"Tell Mira what you need. She handles it. No ticket queue, no waiting for Monday."

Voice characteristics

  • ✓ Confident — we know what we're doing
  • ✓ Specific — numbers, protocols, steps
  • ✓ Problem-aware — name the pain before the fix
  • ✓ Peer respect — we assume buyer intelligence
  • ✓ Direct — no preamble, no throat-clearing

Voice bans

  • ❌ "Powerful" as a feature descriptor
  • ❌ "Cutting-edge" / "innovative" / "seamless"
  • ❌ Exclamation marks in body copy
  • ❌ Passive voice for Mira capabilities
  • ❌ "Great news!" / "We're excited to…"
  • ❌ Superlatives without proof
Mahiri Brand Guidelines · Version 1.0 · 2026 · Internal
mahiri.ai