Brand Guidelines · v1.0

Prospero Brand
Identity System

One page. Everything you need to build landing pages, dashboard UI, and emails that look like they belong together.

Product Prospero · AI Sales Agent
Positioning Professional / Tech / B2B
Updated April 2026
01 — Logo

Logo system

The Prospero mark is a circuit-node P — a vertical bar with rectangular arcs forming the bowl, with highlighted connection nodes at the junctions. It references data pipelines, precision targeting, and always-on prospecting.

Prospero
On dark — primary use
Prospero
On surface
Prospero
On white — email headers
Prospero
On accent tint

Icon-only usage (favicon, app icon, avatar):

64px · dark
64px · light
32px · favicon
02 — Colour

Colour palette

Dark-first. The accent is Emerald — professional enough for B2B, distinctive enough to own. Works across product, marketing, and email.

BG Base
#09090B
Page background
Surface
#131316
Cards, nav
Border
#1E1E24
Dividers, outlines
Text
#FAFAFA
Primary text
Muted
#8B8B96
Secondary text
Accent 400
#6EE7B7
Primary accent
Accent 500
#34D399
Hover states
Accent 600
#059669
Light-bg use
Accent Dim
#065F46
Borders on tinted
Danger
#F87171
Errors, red states
Warning
#FBBF24
Warnings
Light BG
#F4F4F5
Email background

Glow utility: rgba(110, 231, 183, 0.12) — use as background on accent-tinted containers. Never use solid emerald as a large background area.

03 — Typography

Typography

Two typefaces only. Space Grotesk for all headers, labels, and numbers. DM Sans for body copy and UI text.

Display Space Grotesk 700
4.5rem / −3.5% tracking
Line height: 1.08
Your pipeline
never sleeps.
H1 / Hero Space Grotesk 700
2.75–4.5rem / fluid
Line height: 1.1
One agent. Entire outbound pipeline.
H2 / Section Space Grotesk 700
1.75–2.5rem / fluid
Line height: 1.15
Fire the SDR budget, not the results.
H3 / Card title Space Grotesk 600
1.1–1.2rem
Line height: 1.3
Researches prospects autonomously
Label / Tag Space Grotesk 600
0.7–0.8rem
Uppercase / +0.15em
How Prospero works
Body large DM Sans 400
1.1–1.2rem
Line height: 1.7

Prospero is an autonomous AI sales agent. It researches your ideal customers, writes personalized outreach, and books meetings on your calendar.

Body small DM Sans 400
0.9–0.95rem
Line height: 1.65

Every message is crafted from real signals, not templates. References specific pain points, recent events, and relevant context.

Stat / Number Space Grotesk 700
1.75–2.25rem
Accent colour
85%
Lower cost per lead
1,000+
Contacts / day
04 — Spacing

Spacing scale

4px base unit. Stick to the scale — it's what makes things feel intentional rather than eyeballed.

xs
4px
sm
8px
md
16px
lg
24px
xl
32px
2xl
48px
3xl
64px
4xl
96px

Section rhythm: Use 6rem vertical padding between landing page sections. Card internal padding: 2rem–2.5rem. Max content width: 900px.

05 — Shape

Border radius

Soft but not round. Large containers are less rounded than small interactive elements.

4px
inputs
8px
buttons
12px
badges, chips
16px
cards
24px
hero cards
100px
pills, tags
06 — Components

UI components

The minimal set of components that appear across landing page, dashboard, and emails.

Buttons
Badges & tags
Always prospecting AI Sales Agent B2B · SaaS In progress
Form fields
Card

Prospect researched

Identified 14 high-intent leads from Series B SaaS companies in France.

Active 2 min ago
07 — Icons

Icon style

Lucide or Heroicons (outline, 1.5px stroke). Never filled icons in the main UI. 20px for inline, 24px for feature icons. Colour: currentColor.

mail
calendar
users
zap
trend-up
search
check
arrow-right
08 — Motion

Motion & animation

Fast, subtle, purposeful. Never animate for decoration. Animate to communicate state change.

Hover / focus

Interactive elements. Instant feedback.

150ms

ease-out

Appear / slide

Content entering the viewport.

200ms

ease-out

Modal / overlay

Panels, drawers, dialogs.

250ms

ease-in-out

Pulse / beacon

Live / active state indicators.

2s

ease-in-out · infinite

09 — Voice

Voice & tone

Direct. Confident. Slightly irreverent. We don't say "leverage synergies" — we say "close deals." B2B doesn't have to be boring.

✕ Don't write

Leverage our cutting-edge AI solution to optimize your go-to-market strategy and maximize conversion rates across your pipeline.
Our platform utilizes advanced machine learning capabilities to intelligently automate your sales development workflow.
We're excited to announce a paradigm-shifting solution that will transform the way you think about prospecting!

✓ Write this

Your pipeline runs while you sleep. Prospero books meetings. You close them.
1,000 contacts reached. Zero copy-pasted templates. Every message written from real signals.
Manual outbound is dead. The teams winning in 2026 replaced their SDR budget with Prospero.
We are
  • → Direct
  • → Confident
  • → Data-backed
  • → Slightly dry
We are not
  • ✕ Hyped
  • ✕ Corporate
  • ✕ Jargon-heavy
  • ✕ Exclamation-point-happy
10 — Rules

Hard rules

The constraints that keep the brand tight. Break one intentionally or not at all.

✕ Never
  • Use emerald as a large fill background
  • Use more than 2 typefaces
  • Add drop shadows to anything
  • Use gradients wider than 2 stops
  • Stretch or distort the logo mark
  • Use the logo on a busy photo
  • Add decorative borders/ornamentation
✓ Always
  • Keep max-width at 900px for content
  • Use negative letter-spacing on headers
  • Lead with data / stats when possible
  • Use section labels (uppercase, +tracking)
  • Ensure contrast ratio ≥ 4.5:1 on body text
  • Include a favicon on all pages
  • Use 1px borders (no thicker)