Brand Guidelines
Agenta
The visual system behind the Agenta website — colors, typography, voice, and components — for use in decks, documents, and any other media carrying the Agenta name.
Logo
Two marks, one system.
The mark is a navy "A" built from two square-cut strokes, with a gold diamond marking the summit. Use the dark-stroke version on light backgrounds, and the light-stroke version on dark or photographic backgrounds.
Primary mark — for light backgrounds
Light mark — for dark backgrounds
Color
Navy and gold, used deliberately.
Ink carries almost all text and structure. Gold is a deliberately scarce accent — a highlight, a rule, a button fill — never a body-text color on its own. Gold-dark is the accessible stand-in for gold wherever text needs it.
Ink
#10161F
Primary text, dark section backgrounds, footer
Gold
#B8964F
Accents, button fills, rule lines — not body text
Gold Dark
#8C7239
Links, eyebrow labels — accessible on white
Gray
#6B7480
Muted / secondary text
Soft Background
#F7F5F1
Alternating section backgrounds
Border
#E2E1DC
Hairlines, card borders, dividers
Gold Tint
#F1E9D8
Placeholder tags, subtle highlight fills
Cream
#F4F2EC
Text on ink / dark backgrounds
Typography
Lexend for structure, Source Sans 3 for reading.
Headings, buttons, labels, and eyebrows all use Lexend — confident, geometric, a little architectural. Body copy uses Source Sans 3 for long-form readability.
Aa Bb Gg
Lexend — headings, buttons, labels
Regular · Medium · Semibold · Bold
Aa Bb Gg
Source Sans 3 — body copy
Regular · Medium · Semibold
Voice & tone
Direct, evidence-first, honest about limits.
Agenta's copy never overclaims. It names a real mechanism — a metric, a phase, a constraint — rather than reaching for hype language.
Outcomes over output
Tie claims to a business result — margin, speed, retention — not to activity.
Name the mechanism
“A disciplined path from value scan to compounding value” beats “we help you win with AI.”
Say what you don't do
Credibility comes from stated limits, not from claiming to do everything.
Short sentences, real nouns
No “leverage,” “synergy,” or “revolutionize.” Say the thing plainly.
Components
The recurring visual vocabulary.
These patterns repeat across the site — reuse them in slides and documents so anything carrying the Agenta name feels like the same system.
AI Strategy & Adoption
Cut through the hype to a practical roadmap.
Using it elsewhere
Applying this to decks, docs, and social.
Slides
- Ink or white backgrounds only — no gradients
- Lexend Bold for titles, Source Sans 3 for body
- One gold accent per slide, max
Documents
- Ink headings, gray-dark body text
- Eyebrow-style kickers above section headings
- Gold used only as a thin rule or table header accent
Social / thumbnails
- Use the mark alone at small sizes
- Light mark on photography or dark imagery
- Keep clear space around the mark