# A2go visual identity — machine-readable companion

This file is the distilled, plain-text edition of the A2go visual
identity, written to be handed to an AI assistant. The full document,
with the reasoning behind every rule, lives at
https://a2go.ai/visual-identity — if anything here disagrees with that
page's §0 canonical sheet, §0 wins.

**How to use this file:** give your assistant the URL
(https://a2go.ai/visual-identity.md) or paste the file's contents, then
ask for the material you need. The standard instruction:

> Fetch https://a2go.ai/visual-identity.md — the machine edition of the
> A2go visual identity (https://a2go.ai/visual-identity) — and apply it
> to everything you produce in this conversation. Its naming rules,
> claim rules, and voice are firm — on those, the file wins. Type is
> always IBM Plex. For Word, PowerPoint, or Excel documents, start from
> the official A2go templates linked on that page and hold to the §0
> tokens; charts keep the nine chart standards. For infographics and
> illustrations, treat §0 as an anchor, not a cage: ground on white or
> deep navy #06243F, let one brand accent carry the identity (Signal
> Teal #00707A or Target #2CB6C0), and beyond that choose freely —
> tints, shades, neutrals, and supporting colors are yours. Two locks:
> amber #E8A13A and red #E5484D mean warning/breach, never decoration;
> and never imitate ADIP product screens or dashboards — illustrate the
> idea instead. Prefer SVG output for graphics. If you can't fetch
> URLs, say so and I'll paste the file instead. Now produce: [describe
> what you need].

For Word, PowerPoint, or Excel deliverables, start from the official
templates (linked under "Office templates" below) rather than a blank
document — the theme, logo placement, notices, and disclaimers are
already correct there.

---

## Identity and naming

- The company is **A2go** — always a lowercase g. "A2go", never "A2Go".
  The public domain is **a2go.ai**.
- The product is the **A2go Decision Intelligence Platform**,
  abbreviated **ADIP** after that first full use. Never "the A2go
  platform" as a name.
- **Artemis** is the name of the AI assistant persona only (for
  example, the Ask Artemis widget). It is never a product or company
  name — "Artemis Platform" is always wrong.
- A2go is a trade name of **Analytics2Go, Inc.** The wordmark carries
  no registered-mark symbol — ® never appears with it.
- The decision loop is written **Signals → Decision → Approval →
  Execution → Outcome** (five steps); **Sense · Decide · Act** is its
  compact shorthand.

## Claims

- The founders' SCOR credential is stated as: **contributed to SCOR as
  practitioners at PRTM** (they worked as Management Consultant SCOR
  practitioners). Never "authored," "co-authored," "founded," or
  "original contributor." Every public claim must survive factual
  review by ASCM.
- SCOR references use **SCOR DS** (ASCM's Digital Standard): the seven
  processes are Orchestrate (Level 0) plus Plan, Order, Source,
  Transform, Fulfill, Return — never the classic Make/Deliver set. The
  eight performance attributes: Reliability, Responsiveness, Agility,
  Cost, Profit, Asset management, Environmental, Social. Reference SCOR
  as ASCM's framework and link outbound to ASCM.
- Customer figures and ROI numbers ship **as received from the
  business** — never invented, extrapolated, reconciled across
  documents, or strengthened beyond the received wording.
- Charts or panels built on representative data are labeled
  **illustrative** in the figure.

## Voice

Operator to operator. Precision carries the authority; adjectives
don't. Claims are specific and checkable; prices and figures are stated
plainly. No hedged marketing filler ("world-class," "cutting-edge",
"revolutionary"). Plain language before acronyms in front-facing copy.

## Type — one super-family, three voices

| Role | Face | Used for |
|---|---|---|
| Display | IBM Plex Serif 500–600 | Headlines and section titles. Tight leading (~1.1), slight negative tracking. |
| Body | IBM Plex Sans 400–600 | Running text, UI copy, forms. Fallback: system-ui. |
| Data / labels | IBM Plex Mono 400–600 | Eyebrows, metadata, figures, code. Uppercase with wide tracking (.06–.14em) for labels. |

## Color — light surfaces

| Token | Hex | Role |
|---|---|---|
| Paper | #FFFFFF | Page background. |
| Paper-2 | #F5F5F7 | Subtle bands and raised cards on light. |
| Ink | #1D1D1F | Primary text. |
| Ink-2 | #3A3A3C | Secondary text. |
| Muted | #6E6E73 | Tertiary text, metadata, eyebrows. |
| Rule | #D2D2D7 | Dividers and borders. |

## Color — the Signal teal accent

| Token | Hex | Role |
|---|---|---|
| Signal | #00707A | THE one accent: links, CTAs, the focal data point. One focal use per view. |
| Text on Signal | #FFFFFF | Buttons and fills carry white text. |
| Signal hover | #005860 | Hover / pressed state of Signal fills. |
| Signal tint | #E0F0F1 | Accent tint background (selected cards, highlights). |
| Signal text | #06545B | Accent-colored text on tint or paper. |

On dark surfaces the deep teal recedes — use Target #2CB6C0 for bright
strokes and markers, or a Signal fill carrying white text.

## Color — dark instrument surfaces

| Token | Hex | Role |
|---|---|---|
| Navy | #06243F | Hero, footer, instrument panels. |
| Navy raised | #0A2F4F | Raised cards within dark. |
| Grid | #15579E | Gridlines and hairline borders within dark. |
| On-dark text | #FFFFFF / #BCD4E6 / #8A99A8 | Primary / secondary / tertiary text on navy. |
| Abyss | #041627 | Marketing console ground ONLY — marketing dark and simulated-product staging; real product dark surfaces stay Navy. |
| Phosphor | #7CE2CF | Lit numerals and the DECIDED stamp on Abyss. Never body text, never on light surfaces, never a status color. |

## Color — the decision loop and status

| Token | Hex | Role |
|---|---|---|
| Sense | #1F77C4 | Signals in — data-in series, the Sense step. |
| Decide | #0A4A92 | Reasoning — secondary series, the Decide step. |
| Target | #2CB6C0 | Healthy / in-target status. |
| Watch | #E8A13A | At-risk / watch ONLY, kept scarce. On light surfaces use #A66A00 for watch text and markers. |
| Breach | #E5484D | Critical / breach only, kept scarce. On light surfaces use #C62F35 for breach text and markers. |

Status is never conveyed by color alone — pair the hue with a worded
chip or label (NOMINAL / WATCH / BREACH).

## Surface registers

| Surface | Register |
|---|---|
| Marketing dark (site hero, deck dark slides, booth) | Console: Abyss ground, grid graph-paper texture, Phosphor numerals, the DECIDED stamp in Phosphor. |
| Marketing light (papers, memos, reading pages) | Ledger: the tokens unchanged, plus masthead double rules; ledger tables (mono-caps header under a double ink rule, hairline rows, serif amounts in Signal text); the stamp in Signal, once per piece. |
| Product surfaces, real | Untouched — the muted instrument law governs; register vocabulary does not apply. |
| Product surfaces, simulated (demos, screenshots, hero mocks) | Console — the product in the ad and the product in use stay one instrument. |
| The stamp, everywhere | Ring + mono caps. Phosphor on dark, Signal on light. One per view. Never watch/breach; it marks a concluded decision, never a status. |

## Charts — nine standards every chart passes

1. Pick the chart from the question — the data relationship (deviation,
   correlation, ranking, distribution, change, part-to-whole,
   magnitude, flow, spatial) chooses the form, never habit.
2. Index to a common base (=100) when comparing series of different
   units or scales.
3. Log axes only when the story is multiplicative.
4. Show the uncertainty — intervals are part of the honest picture.
5. Bar baselines sit at zero; truncation is acceptable only on line
   charts, where position (not length) carries the value.
6. Prefer dot plots to bars for ranking, and small multiples to one
   overplotted chart.
7. Direct-label at the data; keep data-ink high; remove gridlines,
   borders, and fills that carry no information.
8. Carry the provenance — units, adjustments, source, and date ride the
   figure. Representative data is labeled illustrative.
9. One idea per chart; the title states the finding.

Chart color: structure and comparators stay neutral (ink, muted, navy);
spend the single Signal accent on the recommendation or focal series;
status hues appear only when the chart genuinely reports status, worded
as well as colored. On Abyss, sparklines and series use Target, Watch,
and Breach; numerals may be Phosphor.

## Office templates

Official Microsoft Office templates (Word document, PowerPoint deck,
Excel workbook) carry the identity — theme colors and fonts, logo
placement, dark and light sample pages, and the notices set; the Word
and PowerPoint templates also carry specimen charts:

- Word: https://a2go.ai/templates/A2go-v14.dotx
- PowerPoint: https://a2go.ai/templates/A2go-v14.potx
- Excel: https://a2go.ai/templates/A2go-v14.xltx

They require the free IBM Plex fonts (Sans, Serif, Mono) installed on
the machine — https://github.com/IBM/plex/releases — install the fonts
first, then load the templates. Every template ships the full notices
set (confidentiality, general disclaimer, forward-looking statements,
illustrative results, copyright and trademarks); keep or delete blocks
per document as the notices page instructs, and never add process-state
markers ("draft", "pending review") into deliverable content — version
markers live in filenames only.

## Logo files

Two marks; choose by the background (the 2025 logo sheet's rule — the
sheet is archived at
https://a2go.ai/brand/a2go-logo-guidelines-2025.pdf):

- Light or white backgrounds → the DARK logo (logo blue #1C75BB):
  https://a2go.ai/brand/a2go-logo-for-light-backgrounds.svg
  (PNG: https://a2go.ai/brand/a2go-logo-for-light-backgrounds.png)
- Dark backgrounds (including §0's Navy and Abyss) → the LIGHT logo
  (logo blue #4E9FD3):
  https://a2go.ai/brand/a2go-logo-for-dark-backgrounds.svg
  (PNG: https://a2go.ai/brand/a2go-logo-for-dark-backgrounds.png)

Place the files as delivered — no recoloring, stretching, or effects,
and never ® with the wordmark. The sheet's dark indigo #061544 is the
mark's own background blue, distinct from §0's Navy #06243F. SVG is
the format of record; the PNG rides along for tools that can't place
SVG (such as Office pastes).

## Fonts and web tokens

- Desktop (Office work): install IBM Plex Sans, Serif, and Mono from
  https://github.com/IBM/plex/releases (free, open-licensed) before
  opening the templates.
- Web: reference or copy the hosted stylesheets —
  - https://a2go.ai/brand/a2go-fonts.css — the @font-face set (IBM
    Plex, latin subset, absolute URLs; served with CORS open so it
    works from any origin)
  - https://a2go.ai/brand/a2go-tokens.css — §0 as CSS custom
    properties (--a2go-*): color, type stacks, type scale, spacing

## Never

- "A2Go", "a2Go", or any casing but **A2go**.
- "Artemis" as a product or platform name.
- "Authored / co-authored / founded SCOR" in any form.
- Classic SCOR Make/Deliver process names or numeric codes (P2, M1).
- Phosphor on light surfaces, or as body text, or as a status color.
- Watch or Breach hues for emphasis, decoration, or the stamp.
- ® with the wordmark.
- The dark-background (light) logo on a light surface, or the
  light-background (dark) logo on a dark surface.
- Recoloring, stretching, or adding effects to the logo files.
- Marketing filler adjectives in place of checkable claims.
- Inventing or strengthening customer numbers.

---

Generated from the §0 canonical sheet of https://a2go.ai/visual-identity.
When tokens change there, this file is regenerated with them.