# Convert — Brand Guide

A condensed brand and design reference for creating on-brand Convert assets.
Read it before you design, or paste it into an AI tool so whatever it
generates stays on brand.

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## About Convert

Convert is an A/B testing and full-stack experimentation platform — 16 years
in market. Product name: Convert Experiences.

**Positioning:** the reliable, affordable experimentation platform —
enterprise-grade capability without enterprise bloat or enterprise pricing.
Plans start at $399/month with transparent, no-fine-print pricing, and almost
every feature is available on every plan tier.

**What sets Convert apart:**
- Flicker-free testing since 2016 (proprietary SmartInsert™), no Core Web
  Vitals impact.
- Privacy-first — EU data residency, GDPR compliant, first-party cookies only.
- Human support that's fast and technical — first response in minutes, not days.
- A conscious business — carbon-neutral servers, client-protection policies.

**Brand personality:** confident yet approachable. Technically credible
without arrogance. Convert proves with results, not hype.

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## Logo

- **Wordmark** — the primary logo ("Convert"). Default for most contexts.
- **Iconmark** — the standalone **V** mark (the stylized "v" in "Convert").
  Use only where space is tight: favicons, avatars, app icons. Pair it with
  the wordmark only in marketing contexts.
- **Domain lockup** — the URL `CONVERT.COM`, uppercase, Geist Regular, with
  generous `0.14em` tracking. Use it in busy or visually crowded
  compositions, or where the mark must read at small sizes; a memorable
  domain is often the easiest way to point people to the site.
- **On light backgrounds** use the blue/ink logo. **On dark backgrounds** use
  the white logo. A pure-black version exists for single-color print.
- **Clear space** — keep free space equal to the height of the V mark on all sides.
- **Don't:** stretch or distort, recolor outside the palette, add shadows or
  strokes, rotate, or place the logo on a busy background without contrast.

## Color

Primary action color is **blue**. Violet carries accents and links. Navy is
the text/ink color. Use color as a signal, not decoration.

| Role | Token | HEX |
|---|---|---|
| Primary action / CTAs | blue 600 | `#0066FF` |
| Action hover | blue 700 | `#0052CC` |
| Accents, links, icons | violet 700 | `#6D28D9` |
| Brand link / highlight | violet 600 | `#7C3AED` |
| Primary text, headings | ink 900 | `#2A3442` |
| Secondary text | ink 700 | `#586478` |
| Muted labels | ink 600 | `#7E8AA0` |
| Default borders | ink 400 | `#D0D7E1` |
| Surface | white | `#FFFFFF` |

Neutrals run on a single navy-derived scale (`ink-100` … `ink-900`). Greens
signal privacy/compliance; semantic colors (positive, attention, info,
danger) are signals only.

## Typography

- **Typeface:** Geist Sans — the only typeface, for UI, headings and body.
- **Headlines:** sentence case, not Title Case. No exclamation marks.
- **Scale:** hero `clamp(24–52px)` / 600 · section `26–36px` / 700 ·
  body `15px` / 400 · UI `14px` / 500 · labels `11px` / 600 uppercase.
- Tight letter-spacing on large display text (`-1px` hero, `-0.5px` section).

## Voice & tone

Convert sounds like a **senior engineer who genuinely wants you to succeed** —
direct, expert, warm. Confident, never arrogant. It proves with results, not
marketing hype.

**Always:**
- Specific over vague — "2m 44s average response", not "fast support".
- Data first — lead with a metric when it builds trust.
- Empathy first — name the real pain (budget, contracts, compliance, flicker).
- Anti-hype, anti-enterprise — position against bloated, expensive platforms.
- Plain language — explain, don't impress.

**Never:**
- Exclamation marks in feature copy. No emojis.
- Title Case headlines — use sentence case.
- Vague hype ("best-in-class", "game-changing", "revolutionary").
- Pressure-y CTAs — invite, don't push.

### Speaking to each audience

Convert serves four audiences. Same core voice, shifted emphasis:

- **E-commerce** — store owners on Shopify, Woo, Magento scaling revenue.
  Lead with trust and accuracy: "trustworthy results", "honest data", "no
  black boxes". Reassuring and problem-aware, never alarmist.
- **Developers** — technical teams on modern and headless stacks. Talk to
  them as equals: programmatic control, CI/CD-friendly, framework-agnostic.
  Confident and technical, respects their autonomy ("you're already talking
  to engineering").
- **Growth & marketers** — non-technical teams who need to test without
  developers. Accessible and capability-focused: "feels like drag-and-drop,
  works like an advanced testing tool". No jargon, solution-oriented.
- **Agency / CRO leads** — managing experimentation across many client
  accounts. Emphasize efficiency, transparency, partnership: "create once,
  apply everywhere", "no inflated pricing, no fine print", "we don't sell
  around you".

## Generating on-brand assets

When briefing a designer or an AI tool:
1. Lead with blue `#0066FF` for the primary action; keep violet for accents.
2. Geist Sans only. Sentence case. No exclamation marks.
3. Generous white space; soft borders (`#D0D7E1`); subtle shadows, never heavy.
4. Cards use a soft radial gradient from the top-left corner over a tint.
5. Copy: specific numbers, calm and expert, no hype. Match the audience.
6. When in doubt, check the full library at /brand/.

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*This guide is a condensed reference. The full, interactive brand library —
logos, color, typography, meeting backgrounds, badges — lives at `/brand/`.*