# Dilijenz Brand Pack

Date drafted: 2026-05-03
Version: 0.2.0

This is the working brand source of truth for Dilijenz. It should guide the
website, `/mcp/`, agent instructions, board-pack reports, advisor material,
product UI, presentations, and future public trust pages.

Supporting machine-readable tokens live at:

- `data/brand/dilijenz-brand-tokens.json`

## 1. Brand Idea

> Board confidence before the meeting.

Dilijenz helps boards see what matters, what is missing, and who owns what next.

This is sharper than "AI for boards" and more ownable than "board portal". It
puts Dilijenz in the moment where governance actually fails: before, during, and
after board decisions, when vital information is unclear, ownership is weak, or
follow-through disappears.

## 2. Positioning

Dilijenz is:

- an agentic governance confidence layer
- a thinking layer for governance
- a board-pack confidence and follow-through system
- structured judgement over vital board information

Dilijenz is not:

- a generic AI chatbot
- a passive board portal
- a consultancy brand
- an autonomous board member making decisions for humans

The first commercial wedge remains:

> Give me your board. I will show you what is missing.

Market-facing expression:

> See what is missing before the board meets.

## 3. Brand Promise

> Dilijenz gives boards structured judgement, not just data.

Expanded promise:

> Dilijenz reviews board material, actions, risks, and decisions so boards and
> advisors can see gaps, clarify ownership, and keep follow-through visible.

## 4. Audience And What They Need To Feel

| Audience | What they need to feel | Brand response |
| --- | --- | --- |
| Chair | "This will improve the quality of board discussion." | Calm, precise, judgement-led language. |
| Company secretary | "This will make control, evidence, and process easier." | Structured documents, source notes, audit language. |
| NED/advisor | "This helps me challenge constructively." | Clear gaps, owner questions, decision framing. |
| Founder/CEO | "This gives me governance without unnecessary theatre." | Plain language, low friction, practical next steps. |
| Regulated/investor-sensitive board | "This respects confidentiality and evidence." | Boundaries, access language, trust posture, no overclaiming. |

## 5. Brand Personality

Dilijenz should feel like:

- quiet authority
- active clarity
- careful challenge
- evidence-led confidence
- human-supervised intelligence
- boardroom calm with operational grip

It should not feel:

- flashy
- futuristic for its own sake
- over-designed
- vague
- motivational
- like a software dashboard pretending to be strategy

## 6. Core Lines

Brand tagline:

> Boards made clear.

Heritage line:

> Boards made simple.

Market line:

> Vital information for better board decisions.

Wedge line:

> See what is missing before the board meets.

Agent/product line:

> Structured judgement for governance.

One-line summary:

> Dilijenz is an agentic governance system that helps boards think clearly, act
> decisively, and stay accountable.

## 7. Typography

Typography needs to create trust without making the brand feel old or heavy.
The right system is a three-layer type stack:

1. A serious serif for judgement.
2. A modern sans for operational clarity.
3. A mono for evidence, source, and audit moments.

### Display Typeface

Recommended: Source Serif 4

Fallback: Georgia, Times New Roman, serif

Use for:

- homepage hero line
- report covers
- major section statements
- investor/advisor narrative titles

Why it works:

- It gives Dilijenz a board-level, editorial seriousness.
- It feels more considered than a generic SaaS sans headline.
- It lets the brand speak with judgement rather than excitement.

Use:

- 400 to 600 weight
- generous line height for big headlines
- no negative letter spacing
- no all-caps display headlines

Avoid:

- thin fragile weights
- decorative serif styles
- huge marketing hero type in product surfaces

### Text And UI Typeface

Recommended: Inter

Fallback: Aptos, Segoe UI, Helvetica Neue, Arial, sans-serif

Use for:

- body copy
- navigation
- product UI
- board-pack sections
- tables
- captions
- status labels

Why it works:

- It is highly legible for digital interfaces.
- It gives board material a modern operational feel.
- It supports dense but readable product and document surfaces.

Use:

- 400 for body
- 500 for emphasis
- 650 or 700 for labels and UI controls
- tabular numbers for dates, counts, and finance-like data

Avoid:

- uppercase labels everywhere
- overly light text
- long line lengths
- letter spacing above 0.08em

### Evidence Typeface

Recommended: IBM Plex Mono

Fallback: SFMono-Regular, Consolas, Liberation Mono, monospace

Use for:

- source IDs
- dates
- audit notes
- protocol paths
- document classifications
- status chips
- evidence references

Why it works:

- It separates evidence from prose.
- It makes auditability visible.
- It gives board packs a controlled, reviewable texture.

Use sparingly. The mono layer should feel like evidence, not decoration.

### Type Scale

For the public website:

| Role | Size | Weight | Typeface |
| --- | --- | --- | --- |
| Hero | clamp(3rem, 7vw, 6.2rem) | 500 | Source Serif 4 / Georgia |
| Page title | clamp(2.4rem, 5vw, 4.8rem) | 500 | Source Serif 4 / Georgia |
| Section title | clamp(1.9rem, 3vw, 3.2rem) | 500 | Source Serif 4 / Georgia |
| Panel title | 1.05rem to 1.25rem | 700 | Inter |
| Body | 1rem | 400 | Inter |
| Large body | 1.12rem to 1.28rem | 400 | Inter |
| Label | 0.78rem to 0.84rem | 750 | Inter |
| Evidence | 0.82rem to 0.95rem | 500 | IBM Plex Mono |

For board packs:

- Cover title can use the serif.
- Inside reports should rely mostly on the sans.
- Evidence, classification, and version details should use mono.

Typography references checked:

- Inter official site: https://rsms.me/inter/
- Source Serif 4 on Adobe Fonts: https://fonts.adobe.com/fonts/source-serif-4
- IBM Plex typography guidance: https://www.ibm.com/design/language/typography/typeface/

## 8. Colour System

The old brand is blue, ice, and seafoam. Keep that inheritance. Add a deeper
assurance layer and functional evidence colours.

| Token | Hex | Role |
| --- | --- | --- |
| Assurance navy | `#061b3d` | Trust, confidential headers, footer, high-stakes sections. |
| Brand blue | `#2820b4` | Logo inheritance, primary emphasis, selected states. |
| Periwinkle | `#5f87ea` | Secondary emphasis, highlight, active data. |
| Ice | `#abc8e6` | Soft panels, calm background fields. |
| Seafoam | `#9fc0bd` | Governance calm, neutral positive accents. |
| Paper | `#f7fbfd` | Main site background. |
| Mist | `#eaf6fb` | Section wash and soft UI fields. |
| Ink | `#0f1720` | Primary text. |
| Muted | `#55606b` | Secondary text. |
| Line | `#d9e3ea` | Dividers, tables, panels. |
| Evidence green | `#4d8b74` | Reviewed, source-supported, board-ready. |
| Risk amber | `#b7791f` | Missing source, missing owner, unresolved risk. |
| Critical red | `#a33b3b` | Material issue, overdue critical action. |

Colour rules:

- Do not make the whole interface blue.
- Use navy to add trust and gravity.
- Use seafoam to soften, not to signal success every time.
- Use amber and red only for real operational meaning.
- Use white and paper generously.

## 9. Logo System

The current mark should be kept and professionalised, not replaced.

Active working asset:

- `assets/dilijenz-logo-original.png`

Experimental refinement assets retained for later review:

- `assets/dilijenz-mark-refined.svg`
- `assets/dilijenz-mark-mono.svg`
- `assets/dilijenz-logo-horizontal.svg`
- `assets/dilijenz-logo-horizontal-dark.svg`
- `assets/dilijenz-logo-square-refined.svg`

Logo meaning:

1. Gather the board material.
2. Find what is missing.
3. Clarify the decision.
4. Assign the action.
5. Remember and review.

The mark is a governance loop. It should not be treated as a decorative AI
symbol.

Usage:

| Asset | Use |
| --- | --- |
| Original PNG | Active website logo, hero logo, covers, and presentation openers. |
| Horizontal logo | Experimental option for future website headers, report headers, and deck title slides. |
| Horizontal dark logo | Experimental option for footers, trust pages, and dark presentation slides. |
| Refined mark | Experimental option for app icons, product UI, hero motifs, and confidence stamps. |
| Mono mark | Experimental option for watermarks, confidential docs, emboss/stamp treatments. |
| Square refined logo | Experimental option for social cards and covers. |

Clear space:

- Keep at least one mark-stroke width around the mark.
- Keep at least the height of the "D" around the horizontal lockup.
- Do not place the mark over busy photography.

Minimum sizes:

- Mark only: 24 px minimum.
- Horizontal logo: 130 px wide minimum.
- Square lockup: 120 px wide minimum.
- Tagline should be removed below 180 px wide.

## 10. Iconography

Icon style:

- 48 px square grid
- 2.2 px stroke
- rounded line caps and joins
- no filled decorative backgrounds
- currentColor stroke so icons inherit context
- simple enough for board packs and product UI

Core icon set:

- `assets/icons/icon-board-pack.svg`
- `assets/icons/icon-evidence.svg`
- `assets/icons/icon-decision.svg`
- `assets/icons/icon-action-owner.svg`
- `assets/icons/icon-risk.svg`
- `assets/icons/icon-boundary.svg`
- `assets/icons/icon-vault.svg`
- `assets/icons/icon-matrix.svg`
- `assets/icons/icon-review-loop.svg`

Icon meaning:

| Icon | Meaning |
| --- | --- |
| Board pack | Material being reviewed. |
| Evidence | Source-backed statement. |
| Decision | Board choice required or made. |
| Action owner | Named person accountable for follow-through. |
| Risk | Material uncertainty or exposure. |
| Boundary | Access, disclosure, or public/private separation. |
| Vault | Company-specific truth. |
| Matrix | Reusable governance pattern. |
| Review loop | Follow-up, learning, or re-review. |

Avoid:

- cute icons
- abstract AI sparkles
- icons without a governance meaning
- multicolour icon sets that compete with status meaning

## 11. Tone Of Voice

Voice archetype:

> The calm board secretary, the sharp NED, and the careful product operator in
> one voice.

Core principles:

- Clear over clever.
- Evidence over assertion.
- Calm over urgent.
- Specific over broad.
- Useful over impressive.
- Human judgement stays visible.
- Automation is bounded and reviewable.

Dilijenz should ask:

- What decision are we trying to make?
- What information is missing?
- Who owns this?
- What risk is under-described?
- What happens next?
- Is this board-shared, advisor-only, or private?

Default answer shape:

1. What we can see.
2. What is missing.
3. Why it matters.
4. Who should own it.
5. What should happen next.

## 12. Voice Examples

Good:

> The pack is not yet board-ready. It contains the financial update and risk
> summary, but the proposed decision, owner, and follow-up route are not clear.

Good:

> This appears to be an advisory judgement, not a recorded board decision. It
> should be labelled as such before it is circulated.

Good:

> There is enough evidence to flag the risk, but not enough to rank it as
> material. The next step is to confirm impact, owner, and mitigation route.

Avoid:

> Our AI transforms your boardroom.

Avoid:

> This is fully secure and automatically governed.

Avoid:

> Your board is broken.

Better:

> The current material leaves three governance questions unresolved.

## 13. Document Design

Dilijenz board material should feel like serious board work, not a marketing
brochure.

Every board-pack confidence report should include:

- title
- document classification
- source material reviewed
- review date
- owner or advisor
- executive readout
- missing information
- decisions needed
- action and owner gaps
- risk and policy gaps
- recommended next steps
- evidence notes

Document classification labels:

- Public
- Board
- Confidential
- Private
- Advisor draft

Use mono type for classifications, dates, version numbers, and source IDs.

## 14. Product UI Rules

Product surfaces should feel dense but calm.

Use:

- compact panels
- clear tables
- action status chips
- evidence/source labels
- owner fields
- decision records
- subdued borders
- icons only where they carry meaning

Avoid:

- oversized marketing cards
- decorative blobs
- vague AI status
- bright gradients
- blue-only dashboards

Product states:

| State | Meaning | Colour |
| --- | --- | --- |
| Draft | Not ready for board reliance. | Muted |
| Needs source | Claim needs evidence. | Risk amber |
| Needs owner | Action has no accountable person. | Risk amber |
| Reviewed | Human or advisor reviewed. | Evidence green |
| Board-ready | Ready for board pack or board discussion. | Brand blue |
| Private | Restricted disclosure. | Assurance navy |

## 15. Photography And Imagery

Use imagery sparingly. Dilijenz should not look like a generic consultancy site.

Preferred:

- real board materials
- document surfaces
- quiet meeting-room detail
- product/report examples
- abstract mark used as a governance-loop motif

Avoid:

- stock handshakes
- dramatic boardroom silhouettes
- blue digital brain imagery
- cyber padlocks everywhere
- generic AI networks

## 16. Brand Architecture

Recommended naming:

- Dilijenz: company and platform.
- Jenz: agentic NED persona and conversational guide.
- VAULT: company-specific source of truth.
- MATRIX: curated governance knowledge.
- SNAXK: judgement, behaviour, and guardrail layer.
- Board Confidence Review: first market wedge.

Use all-caps for VAULT and MATRIX only when referring to the system layers. In
normal copy, avoid shouting product names unless the architecture matters.

## 17. Public Site Guidance

The public website should remain simple for now.

Homepage role:

- establish the brand
- say who it helps
- say what it helps boards see
- point agents to `/mcp/`

Do not expand the homepage into a full product catalogue until the first wedge
has been tested.

## 18. Trust Page Guidance

When ready, create a public trust page with:

- what the public site exposes
- what `/mcp/` exposes
- what never goes into public context
- data-handling statement for board-pack uploads
- public/private environment map
- AI governance posture
- security roadmap
- contact route for security questions

Tone:

> Here is what we control. Here is what we do not yet claim. Here is what we are
> building next.

That honesty will create more confidence than premature certification theatre.

## 19. Agent Guidance

Agents representing Dilijenz should:

- preserve the "known, inferred, missing, next" structure
- avoid generic AI hype
- ask for the decision, owner, and next action
- treat public content as source material, not private truth
- keep public, board-shared, advisor-only, and private context separate
- cite canonical pages and docs when giving public-facing answers

## 20. Implementation Checklist

Complete in this pass:

- brand idea and line system
- typography system
- voice system
- logo variants
- icon set
- machine-readable brand tokens
- homepage logo refresh
- agent-readable brand pack links

Next useful pass:

- board-pack confidence report template
- one-page trust statement
- sample advisor briefing PDF or HTML page
- small product UI style sheet for actions, risks, and decisions