# Accio brand, for people and AI tools

Accio is a creative technology community in Bengaluru, India: designers, builders, product people and creative technologists who meet to learn and make with new tools.

This file is the brand in plain text, so a person or an AI tool (ChatGPT, Claude, Figma Make, v0, Cursor) can follow it. Paste it in whole. The logos, fonts and guidelines are on the Accio website's brand kit page (/brand-kit).

## Name and lines

- Name: **Accio** (from the Latin *accio, accire*: to send for, to summon). Written "Accio" in running text, not "ACCIO".
- Positioning line: **Where creativity meets technology.**
- Sign-off: **Craft, extended.**

## Voice

- Plain and specific. Say what happened, where, and who was there, then what the technology let people do.
- Short sentences. No hype words ("revolutionary", "unleash", "game-changer"), no exclamation marks, no emoji in headlines.
- Sentence case for headings and buttons.

## Colour

Grounds carry the page. Madder is the one accent. Type is never set in colour.

| Tier | Name | Hex | RGB | Use |
|---|---|---|---|---|
| Primary | Oxide | #131210 | 19, 18, 16 | The one black. The dark ground. |
| Primary | White | #FFFFFF | 255, 255, 255 | The one white: paper, screens. |
| Primary | Parchment (token: khadi) | #F0EBE7 | 240, 235, 231 | The warm light ground, and text on dark. |
| Primary | Madder | #512026 | 81, 32, 38 | The signature. Actions and the one thing to notice. |
| Secondary | Silver | #E5E2DD | 229, 226, 221 | Inlaid metal; headlines on the dark ground. |
| Secondary | Brass | #A87C68 | 168, 124, 104 | A second metal, used sparingly. |
| Secondary | Indigo | #263039 | 38, 48, 57 | Indigo thread. |
| Secondary | Rust | #722712 | 114, 39, 18 | Errors and warnings only. |
| Tertiary | Oxblood | #461311 | 70, 19, 17 | Imagery and illustration only, never UI or a ground. |
| Tertiary | Ochre | #8A5F2F | 138, 95, 47 | Imagery and illustration only. |
| Tertiary | Verdigris | #383625 | 56, 54, 37 | Imagery and illustration only. |
| Tertiary | Stone | #937F6E | 147, 127, 110 | Imagery and illustration only. |

Nine pixels in ten are oxide, white or parchment.

```css
:root {
  --accio-oxide: #131210;
  --accio-white: #FFFFFF;
  --accio-parchment: #F0EBE7;
  --accio-madder: #512026;
  --accio-silver: #E5E2DD;
  --accio-brass: #A87C68;
  --accio-indigo: #263039;
  --accio-rust: #722712;
}
```

## Type

| Role | Typeface | Notes |
|---|---|---|
| Headlines (hero, display) | Averia Serif Libre, 400 | Tracking −0.11em, leading 1.05–1.1. |
| Everything else: subheads, body, captions, labels | Accio Sans (Mona Sans, renamed for Accio) | Width 105 for text. Body weight 350, leading 1.55. |
| Machine text: dates, codes, coordinates, file names | Geist Mono | Set at 0.885 of the size beside it. |

- Human-written text is proportional; machine-written text is mono.
- No italic. Emphasis is weight.
- Sizes sit on a 4px grid. Scale: 11, 12, 16, 20, 24, 32, 44, 64px.
- Fallbacks: Georgia, serif (headlines); system-ui, sans-serif (text); ui-monospace (mono).
- All three are under the SIL Open Font License, included with the fonts.

## Logo

- Two marks: the **wordmark** ("accio", drawn) and the **icon** (the accented í). Use the wordmark wherever it fits; the icon only where space is square or tiny (avatars, favicons).
- Colours: oxide on light grounds, parchment on dark; madder on parchment, or parchment on madder. One colour at a time.
- Clear space: the height of the accent over the í, on every side. Nothing enters it.
- Smallest sizes: icon 24px tall, wordmark 96px wide; in print, 8mm and 25mm.
- Don't stretch it, rotate it, recolour it, add effects, crowd it (boxes, frames, other marks) or use two colours.
- Files, on the website: /press/kit/logos/wordmark-oxide.svg, wordmark-parchment.svg, icon-mark-oxide.svg, icon-mark-parchment.svg (PNGs at 4000px and 2000px beside them).

## Pattern

- Accio's patterns are generated from a word (the seed) by the Accio pattern tool: a word becomes motifs, the motifs become symbols, repeats and borders. Try it on the brand kit page (/brand-kit?view=pattern).
- Repeats: symbol repeat (one symbol with inlaid dots between), half-drop (up to four motifs, the lower row dropped half a step), alphabet grid.
- Finishes: inlaid metal on the dark ground, or stitched thread (madder or indigo) on parchment.
- The patterns are inspired by Bidri metal inlay and Kasuti embroidery. Don't call them Bidri or Kasuti: no artisan was involved.

## Imagery

- Real photographs of Accio's events: people working, tools on tables, the room. Warm, muted, natural light.
- Generated images may show objects, materials and light, never people, venues, partners or events presented as real.