Brand Guidelines
Version 2.0 · 2026
Version 2.0 · 2026
ASSESSED · INTELLIGENCE
A Field Guide to the Brand
Brand
Guidelines
Guidelines
The standards, systems, and principles that define how Assessed Intelligence appears, reads, and behaves in the world.
VOL · 01 · 22 PP · CONFIDENTIAL
01
00 · Contents
Brand Guidelines · 02
01 · Foundations
Positioning · 00
Public-facing positioning statement
Governance
that holds up
when it
matters most.
that holds up
when it
matters most.
WHERE IT APPEARS
Homepage hero, pitch decks, leave-behinds, and any surface where the firm is introduced to a new audience.
TONE
A claim, not a slogan. Set in Rift, one statement per composition. Never stacked with other slogans or ornaments.
RULE
Do not paraphrase. Do not shorten. The line is fixed; emphasis on "matters most" is optional.
01 · Foundations
Who We Are · 03
Positioning
Who
We Are
A technology and algorithmic consultation, cybersecurity, and auditing firm.
We help organizations implement technology securely and responsibly — providing the disciplined governance required to treat modern systems as critical infrastructure.
01
Cyber Risk
Identify, prioritize, and mitigate cybersecurity exposure across the technology lifecycle.
02
AI Governance
Ethical, transparent, compliant AI — from design through decommissioning.
03
Compliance
Translate global obligations into actionable controls and audit-ready evidence.
01 · Foundations
The Mark · 04
Our signature
The
Mark
The wordmark is the primary expression of the brand. A horizontal rule divides Assessed from Intelligence — evidence separated from, yet binding, judgment.
CONSTRUCTION
Two lines of Rift, uppercase, separated by a single hairline rule.
POSTURE
Always horizontal. Never italicized, outlined, or re-weighted.
PRIMARY · WORDMARK · ON MIRAGE
01 / 03
01 · Foundations
Taglines · 00
Three treatments · one voice
Taglines
HERO
Secure
&
Responsible
Technology.
&
Responsible
Technology.
The display treatment. Stacked, Title Case, set in Lato on dark ground with a coral terminal period. Used on web hero, campaign openers, and cover surfaces where the tagline carries the composition on its own.
LOCKUP
Secure & Responsible Technology
The horizontal lockup. Sits beneath the wordmark in footers, sign-offs, and formal collateral. Always Rift bold uppercase with a turquoise ampersand.
CHARACTER LINE
Forged by Experience | Driven by Purpose | Built to Endure
The firm's character line. Used on editorial surfaces — report sign-offs, document colophons, recruiting materials — where the tone is earned rather than asserted. Never substitutes for the primary.
Hierarchy. Never stack both taglines on the same surface. One per composition; the primary leads on first introduction.
Translation. Taglines are not translated. Both lines remain in English regardless of market or document language.
Punctuation. Primary: ampersand (&). Secondary: pipe (|) with hair-space padding. Do not substitute dashes or bullets.
01 · Foundations
ARISE Framework · 00
Sub-brand
ARISE Framework™
ARISETM
Framework
SUB-BRAND LOCKUP
ariseframework.com
The proprietary governance model behind every Assessed Intelligence engagement. Seven domains: Govern · Manage · Identify · Protect · Detect · Respond · Validate. Its own sub-brand and subdomain; always marked ARISE Framework™ on first reference.
Writing the name
First mention. ARISE Framework™ — trademark symbol attached.
Subsequent mentions. ARISE Framework (no ™) in body copy.
Shorthand. ARISE permitted only after full name established.
Setting. ARISE is set in Lato Black with a 6° skew; never lowercase.
Co-branding
Cover lockups. Assessed Intelligence wordmark primary; ARISE reference in subhead or meta row.
Audit reports. ARISE cross-referenced in the Criteria Table and Observations section.
Standalone presentation. Sub-brand may be presented alone only on ariseframework.com surfaces.
The ARISE name and symbol are registered trademarks of Assessed Intelligence. Third-party use requires written license.
01 · Foundations
Service Architecture · 00
Four services · one system
Service Architecture
01
Implement
Stand up the governance, controls, and technical foundations required to operate responsibly.
FRAMEWORK DESIGN · CONTROL STAND-UP · ROLLOUT
02
Operate
Run the programs day-to-day with fractional leadership and embedded practitioners.
vCISO · vCRAIO · MANAGED GOVERNANCE
03
Validate
Independent audit, assessment, and assurance — certified against recognized frameworks.
AUDIT · ISO 42001 · RED ASSESSMENT
04
Innovate
Partner on advanced capabilities — research, tooling, and the development of next-generation governance.
R&D · SRT LAB · ARISE™ EVOLUTION
The four services are verbs, set in Rift uppercase. Always presented in fixed order — Implement, Operate, Validate, Innovate — regardless of which service is the entry point for a given engagement.
FIXED ORDER · RIFT UPPERCASE · 3RD TILE ACCENTED
01 · Foundations
Proof Point · 00
Signature stat · editorial treatment
76%
of critical-sector companies
have AI risk governance gaps.
have AI risk governance gaps.
The headline statistic. Treated with editorial discipline — large number in Rift, percent in turquoise, supporting statement in smaller Rift below. Never animated, never ornamented.
Rules of use
Sourcing. Always cite the source in the same composition or footnote.
Precision. Round to whole percent — never "76.3%" or "~76%".
Currency. Update the number when the underlying research refreshes.
Density. Do not stack multiple statistics in one hero composition.
SOURCE: ASSESSED INTELLIGENCE RESEARCH · UPDATED Q1 2026
01 · Foundations
Voice & Tone · 05
How we sound
Voice
& Tone
Our voice reflects our method: grounded in evidence, disciplined in reasoning, allergic to hype.
Authoritative
We speak from practice, not theory. Claims are attributable; recommendations are defensible.
Disciplined
Plain sentences. Specific nouns. We avoid adjectives that do the work of evidence.
Measured
Confidence without drama. We explain trade-offs; we do not oversell outcomes.
Humane
Our audience is accountable to real stakeholders. We write for judgment, not vanity.
01 · Foundations
Writing Principles · 06
Do · Don't
Writing Principles
Do
“Guidance is grounded in assessment evidence and defensible reasoning.”
- Name the control, the standard, and the consequence.
- Prefer active verbs: assess, verify, document, certify.
- Quantify risk and impact wherever possible.
- Cite the regulation, framework, or assessment.
Don't
“Revolutionary AI that unlocks limitless possibilities.”
- No hype, superlatives, or speculation.
- Avoid trend language: "unleash", "next-gen", "game-changing".
- Do not overstate certainty on probabilistic systems.
- No emoji in client-facing material.
02 · Logo
The Logo · 07
The Mark
The Logo
A typographic wordmark set in Rift. A single horizontal rule divides the name into its two halves — a visual reference to the assessed / intelligence duality at the core of our practice.
TYPEFACE
Rift · Regular / Light
CASE
All Uppercase
TRACKING
Extended (+180–240)
DIVIDER
1px rule, full wordmark width
02 · Logo
Variations · 08
Approved applications
Logo Variations
Primary
#0E1426 on #F7F7F7
Default usage on light neutral backgrounds and paper.
Reverse
#F7F7F7 on #0E1426
For dark backgrounds, covers, and photography with sufficient contrast.
Brand Navy
#F7F7F7 on #2E3F62
Preferred treatment for branded covers and section breaks.
02 · Logo
Clear Space & Minimum Size · 09
Protection & legibility
Clear Space & Minimum Size
X
X
X
X
Clear space (X) equals the cap-height of the word ASSESSED. No competing type, imagery, or rule may enter this zone.
Minimum Size
Digital
min. 160 px wide
Print
min. 1.25 in wide
Below these thresholds, the horizontal rule in the wordmark collapses visually. Use a full-size lockup in supporting collateral, favicons, or reduce the mark only where required by the medium.
02 · Logo
Misuse · 10
Prohibited
Logo Misuse
✕
Do not stretch
Do not rotate
✕
Do not recolor
✕
Do not add effects
✕
Do not use low-contrast backgrounds
✕
Do not place on busy imagery
03 · Color
Primary Palette · 11
Core brand colors
Primary Palette
Four colors anchor the brand: a deep brand navy, near-black for type, a paper neutral, and a soft cool grey for supporting surfaces.
Rhino
Mirage
Desert Storm
Ash Grey
All combinations verified WCAG AA compliant.
03 · Color
Secondary Palette · 12
Supporting neutrals
Secondary Palette
Warm-grey neutrals used for secondary type, subtle surfaces, and editorial layouts. These tones soften dense technical content without competing with the brand navy.
Iridium
Thunder
03 · Color
Accent Colors · 13
Signals & emphasis
Accent Colors
Used sparingly — for links, highlights, data emphasis, and warnings. Never the dominant color on a composition.
Turquoise
Primary accent. Used for emphasis, links, and selected data marks on dark compositions.
Radical Red
Reserved for warnings, risk indicators, and destructive actions. Never a decorative color.
03 · Color
Proportions & Usage · 14
The 60 · 30 · 08 · 02 rule
Color Proportions
Desert Storm · 60%
Default surfaces & paper
Mirage / Rhino · 30%
Type, covers, dark sections
Greys · 8%
60% · Paper
Desert Storm or pure white provides the majority of negative space in every composition.
30% · Brand
Mirage and Rhino carry type, dark section breaks, and photography overlays.
8% · Grey
Iridium, Ash Grey, and Thunder quietly structure secondary information.
2% · Accent
Turquoise and Radical Red are surgical. If they dominate a composition, something is wrong.
04 · Typography
Display · Rift · 15
Display
Rift
Rift is a tall, industrial, condensed sans. It sets our headlines, the wordmark, section labels, and any uppercase display element.
WEIGHTS
Light · Regular · Bold
USE
Titles, eyebrows, labels, the wordmark
CASE
Uppercase preferred
TRACKING
+80 to +240 (uppercase)
WEB FALLBACK
Oswald (Google Fonts)
Aa Bb Cc
1 · 2 · 3 · 4 · 5
Secure by Design
Assessed · Verified · Documented
LIGHT · 300
Intelligence
REGULAR · 400
Intelligence
BOLD · 600
Intelligence
04 · Typography
Text · Lato · 16
Text
Lato
Lato carries all running text, UI copy, captions, tables, and long-form reading. Humanist, neutral, and highly legible at small sizes.
WEIGHTS
Light · Regular · Bold · Black
USE
Body, captions, UI, data
MIN SIZE
12 pt (print) · 14 px (digital)
WEB FALLBACK
Montserrat (secondary)
A measured approach to securing modern systems.
LIGHT · 300
The quick brown fox
Used for pull quotes and oversized secondary statements.
REGULAR · 400
The quick brown fox
Body copy default. Optimized for long-form reading.
BOLD · 700
The quick brown fox
Inline emphasis, table headers, call-out figures.
BLACK · 900
The quick brown fox
Short labels where Rift would be too industrial.
04 · Typography
Type System in Use · 17
The hierarchy
Type System in Use
H1 · DISPLAY
Rift Regular · 72–120 px · +80
H2 · SLIDE TITLE
Rift Regular · 56–68 px · +60
EYEBROW
Lato Bold · 18 px · +220
H3 · SECTION
Rift Regular · 26 px · +100
BODY
Lato Regular · 22 px · 150% line
META
Mono · 16 px · +20
Executive brief
Defensible
Decision-Making
Decision-Making
Integrated Risk · Regulatory Compliance · Audit-Ready Evidence
Assessed Intelligence advises executives, boards, and legal teams on systems where failure carries legal and ethical consequences. All guidance is grounded in assessment evidence and defensible reasoning.
REF · BRAND-GUIDE-V1 · 2026-04
05 · System
Applications · 19
The brand in use
Applications
Business Card
3.5 × 2 in · matte uncoated · soft-touch lamination
Report Cover
Letter portrait · generous paper, corner ticks, and editorial meta rows. Typography carries the brand.
03 · FINDINGS
08 / 32
KEY FINDING
Model drift exceeds tolerance in two production systems.
12%
Accuracy Drift
3
Controls Affected
HIGH
Risk Tier
Deck Template
1920 × 1080 · header rule, numbered sections, mono reference markers.
05 · System
Certification Mark · 20
Assessed · Certified
Certification Mark
Awarded to organizations, systems, or programs that have successfully completed an Assessed Intelligence review. The mark is controlled and may only be applied with written authorization.
PERMITTED USES
- Certified client collateral & websites
- Annual reports and compliance statements
- Signage on audited systems or environments
- Press releases following certification
RESTRICTIONS
- Do not alter colors, lockup, or proportions
- Do not imply certification of non-audited systems
- Do not use after certification has lapsed or been revoked
- Do not co-lockup with third-party accreditation marks
APPROVAL
All uses of the certification mark require written confirmation from [email protected].
05 · System
Audit Report Template · 21
Official report template
Audit Report Template
AUDIT REPORT
AI-AUD-YYYY-NNNN
AUDITEE NAME
Audit
Report
Report
[Audit type, e.g., ISO 42001 Internal Audit] · [AI Management System Conformity]
PREPARED FOR
[Auditee Entity]
PREPARED BY
Assessed Intelligence
AUDIT PERIOD
[MM DD – MM DD, YYYY]
FRAMEWORK
[Primary framework]
DATE · VERSION
[Month DD, YYYY] · v1.0
CONFIDENTIAL
PAGE 01 / 11
Report Cover · Page 1
LETTER · PORTRAIT
The standard deliverable for audit engagements. An eleven-page editorial report that carries the brand through typography, structure, and editorial discipline — not ornament.
STANDARD SECTIONS · 8
01 Executive Brief
05 Remediation
02 Audit Scope
06 Criteria Table
03 Observations (ARISE™)
07 Partnership
04 Key Findings
08 Document Control
BRAND SPECS
Paper
Desert Storm · US Letter portrait
Section marker
Rift, all caps, NN · prefix
Body
Lato 300/400 · 11pt · 150%
Meta row
JetBrains Mono · 9pt · +0.24em
Status dot
Radical Red · confidentiality signal
Running footer
Three centered stacks — see specimen below
RUNNING FOOTER · SPECIMEN
SHOWN AT 100%
Secure & Responsible Technology
Forged by Experience | Driven by Purpose | Built to Endure
CONFIDENTIAL · PROVIDED FOR [CLIENT] · PAGE N OF NN
Line 01
Lato Italic · 11pt · Rhino · centered
Line 02
Lato Italic · 11pt · Rhino · centered · pipe separators
Line 03
JetBrains Mono · 9pt · +0.22em · Rhino · centered
GOVERNANCE
Template is controlled. Request the latest .docx and .indd masters from [email protected]. Do not modify section order, footer format, or tracking-number schema.
05 · System
External Memo Template · 22b
Client-facing document · advisory
External Memo
Assessed·Intelligence
Secure · Responsible · Technology
MEMO · AI-MEMO-YYYY-NNNN
[MONTH DD, YYYY]
VERSION 1.0
[MONTH DD, YYYY]
VERSION 1.0
EXTERNAL MEMO
[Short, Declarative
Memo Title]
Memo Title]
TO
[Recipient Name], [Title] · [Client Organization]
FROM
[Author Name], [Title] · Assessed Intelligence
DATE
[Month DD, YYYY]
RE
[Subject — single clear line]
01 · EXECUTIVE SUMMARY
The position, in one paragraph.
Secure & Responsible Technology
Forged by Experience | Driven by Purpose | Built to Endure
CONFIDENTIAL · PROVIDED FOR [CLIENT] · PAGE 01 OF NN
Memo Cover · Page 1
LETTER · PORTRAIT
The standard format for advisory, findings, and decision-recommendation memos sent to clients. Short, editorial, and opinionated — a senior partner's voice on the page.
STANDARD SECTIONS · 5
01 Executive Summary
04 Recommendation
02 Background
05 Next Steps
03 Analysis
A Appendix · References
WHEN TO USE
- Advisory / point-of-view memo to a client
- Post-assessment findings summary
- Regulatory or board-facing briefing
- Engagement status update
- Decision recommendation
BRAND SPECS
Format
Google Docs · paste-ready HTML master
Paper
White · US Letter portrait
Target length
3 pages · extend to 5 pp max
Tracking
AI-MEMO-YYYY-NNNN
Body
Lato 300/400 · 11pt · 150%
Section marker
Rift caps, NN · prefix, Radical Red
MASTER FILE
documents/External Memo Template.html. Request the controlled Google Doc master from [email protected].
05 · System
Digital & Social · 23
Profiles, banners, and platforms
Digital & Social
LinkedIn Cover
1584 × 396
Brand navy field with the wordmark right-aligned, separated by a vertical rule. The left third is reserved for the profile avatar overlap.
Profile Avatar
400 × 400
Workspace Mark
EMAIL · DOCS
06 · Stewardship
Governance & Contact · 24
Keep the brand defensible
Brand
Governance
This document is maintained by the Assessed Intelligence Marketing & Leadership team. For approvals, asset requests, or exceptions, contact us before publication.
BRAND TEAM
ASSETS & APPROVALS
assessedintelligence.com / brand
OFFICE
Canton, Ohio 44721
234 · 327 · 2803
234 · 327 · 2803
Assessed · Intelligence
BRAND GUIDELINES · v1.0 · 2026