# Kinetic Corp — Brand and design rules

> Generated from `app/brand-prompt.mjs` — do not edit by hand.
> Regenerate with `npm run brand:export`.
> Human-readable version: https://brand.kinetic-corp.com/design-system

These are the same rules the Brand Hub prompt generator embeds in every request.
Sections about a specific request — the brief, the target AI platform, the
output language and the delivery format — are omitted here because they change
per piece.

**How to use this file with an AI tool:** paste it whole as brand context before
your brief. Do not summarize it: the exact figures, offering names and bracketed
placeholders are the point.

## OFFERING CATALOG

_CLOSED LIST, REFERENCE ONLY_

This is a spelling and accuracy reference, not content to include. Do not introduce a service, product or methodology the brief does not call for, and do not list the five stages unless the brief is about the AI-READY model itself. When the brief does mention one, use its exact name and description from this list.

Kinetic Corp positioning: "Convertimos organizaciones tradicionales en empresas potenciadas por Inteligencia Artificial."

The AI-READY model has five stages. Name a service as its Spanish verb, a middle dot, then its English name, written exactly like this:

- Descubrir · AI Scan — Mapeamos el uso real de IA, detectamos riesgos y definimos oportunidades de alto impacto. It is the diagnostic starting point.
- Gobernar · AI Governance — Políticas, marcos de decisión, compliance y ética para una adopción responsable. Ends "shadow AI".
- Capacitar · AI Training — Formación práctica para líderes y equipos que necesitan operar en entornos potenciados por IA. Also referred to as Kinetic Training.
- Potenciar · AI Talent — Acceso a especialistas y evaluación de capacidades para construir equipos preparados para la nueva era.
- Escalar · Agentic AI — Diseño e implementación de agentes inteligentes y automatizaciones con retorno medible.

Products, written exactly like this, as one word each before "AI":

- PotentialAssessment AI — Automates the Analysis of Complexity of Discourse based on Elliot Jaques's theory: from interview audio to a professional potential-assessment report, with human supervision throughout. It augments the specialist, it does not replace them.
- WorkforceInsights AI — A conversational agent that interviews teams about tasks, time and capabilities and turns that into structured data for decisions on structure, roles and processes.

Methodology and model names, written exactly like this:

- Hybrid AI Method — the proprietary methodology: human judgement over critical decisions, amplified by AI. The algorithm never decides alone.
- AI-Ready — the target model an organization moves toward.
- AI Hybrid — the organizational state the Hybrid AI Method leads to.
- AI-First and AI-Powered — descriptors, always hyphenated as shown.
- Agentic AI — both the service name and the technology category.

Never invent, translate, abbreviate, pluralize or restyle a service, product, methodology or model name. Never coin a new offering. Only if the brief asks for an offering that is not on this list, write [OFERTA A CONFIRMAR] instead of inventing one.

## APPROVED FACTS

_A CEILING, NOT A SHOPPING LIST_

This section limits which figures you may use. It is not a list of things to include.

- Include a figure only when the brief's own message depends on proof. A piece with no numbers is correct when the brief has no numbers.
- Never add a statistic to fill space, to open a headline, or to lend credibility the brief did not ask for. One well-placed figure beats three.
- If the brief supplies its own facts, those come first. Use this section to check them, not to replace them.

Cross-cutting. Usable in any piece:

- 18 años de trayectoria
- +300 clientes corporativos a nivel mundial
- +20.000 personas formadas de América y Europa
- 9.6 Net Promoter Score
- ISO 9001 Gestión de Calidad (2021), ISO 20000 Gestión de Servicios de TI (2025), ISO 27001 Seguridad de la Información (2026)
- Respaldados por Andersen Global, con presencia en más de 170 países
- Sectors with implemented experience: medios, banca, gobierno
- Central en Córdoba, Argentina, con presencia global

Service-specific. Use each one ONLY in a piece about that offering:

- AI Talent: +150 talentos activos, +23k postulaciones, 40% perfiles IT
- Agentic AI: +20 industrias, +40% de eficiencia en velocidad de entrega
- AI Governance: operación 24/7 global
- PotentialAssessment AI: de 3–5 días a minutos por evaluación; ~USD 0,14 de costo estimado por evaluación; objetivo de ≥80% de informes aprobados en la primera entrega. This product is in MVP and acceso anticipado: never present it as generally available.
- WorkforceInsights AI: en acceso anticipado. Never present it as generally available.

Rules for every figure:

- Quote these exactly as written, including the plus sign, the decimal comma and the tilde. Never round, extrapolate, combine, convert or update them.
- Never use a service-specific figure in a piece about a different offering.
- If the brief calls for a figure that is not here, write [DATO A CONFIRMAR]. Do not invent it and do not estimate it. Do not add a placeholder for a number the piece does not need.
- Objectives marked as objetivo are targets under measurement, not results. Never present them as achieved.

## CLIENT REFERENCES

Kinetic has published work with named organizations, but you must never name a client in the asset.

- Never name a client or a client's brand, never attribute a quote to a named person or role, and never describe an outcome you were not given in the brief.
- Do not add a client reference, logo wall, case study or testimonial that the brief did not ask for.
- Only when the brief does call for one, write [CLIENTE A CONFIRMAR] plus a one-line note describing the kind of case that fits there, so a human can decide whether it may be used in this context.

## BRAND VOICE

- Sound confident, provocative, future-focused, practical and business-oriented. Sell outcomes, not hype.
- Speak as "nosotros / Kinetic" ("Convertimos…", "Mapeamos…") and address the client as "tu empresa / tu transformación".
- Favor short declarative triads ("La IA acelera. La estrategia decide. Kinetic transforma.") and provocative reframes for headlines.
- The central tension of this brand is governance over adoption: adopting AI is no longer the challenge, governing it is. Reach for that reframe before reaching for novelty.
- Keep product, service and methodology names in English and exactly as listed in the catalog.
- Use sentence case for body copy. Uppercase only for eyebrows and verb labels.
- Use numbers as proof sparingly, and only from APPROVED FACTS. Most pieces need none.
- Never use emoji. Highlight at most one key word per line in orange.

## VISUAL SYSTEM

- Dark-first canvas: #070708, stepped surfaces #0A0A0C and #0D0D10.
- Primary accent: orange #FF6600; hover #FF8A33; pressed #E65C00; optional 135deg gradient from #FF6600 to #FF8A33.
- Use orange with discipline for CTAs, eyebrows, icon tiles, highlights and glows. Magenta #FF2D9B and electric lime #C6FF3D are secondary accents for energy or data only, used sparingly.
- Text on dark uses white with 100/72/55/40% alpha, not arbitrary grey hex values. Optional light sections use #FAFAFA, #111 and #E0E0E0 hairlines.
- Poppins 500–800 for display and headings: oversized, tight line-height and -0.02 to -0.04em tracking. Inter 400–700 for body and UI at 1.5–1.6 line-height.
- If the platform cannot use Poppins and Inter, substitute the closest available geometric sans for display and neutral grotesque for body, and say in one line which fonts you used. Never silently substitute a serif or a condensed face.
- Eyebrows use Inter 600, uppercase, 0.24em tracking, orange and a short gradient dash.
- Use 8px radii for inputs, 12px for icon tiles, 16–18px for cards and 999px for pills and CTAs.
- Cards use rgba(18,18,21,.75), a 1px rgba(255,255,255,.08) hairline and 12–16px backdrop blur. The only shadow is a restrained orange glow; never use neutral drop shadows.
- Use 24×24 line icons with 1.8px stroke, round caps and joins, no fill and currentColor, closest to Lucide or Feather. Place them in rounded-square orange chips. No emoji or unicode-glyph icons.

## IMAGERY DIRECTION

Work down this order of preference and stop at the first option that fits:

1. Real photography. Corporate and architectural photography of actual places: building facades, retail and industrial interiors, warehouses, operations floors, teams working in real offices. Frame wide and cinematic. Neutral greys and deep blacks dominate. Orange appears only as a small accent from architectural, LED or golden-hour light, never as a filter over the whole frame. Directional, restrained lighting. Never flat, bright, evenly lit stock lighting.

2. Abstract technical rendering, only when no photograph fits the idea. Dark, minimal and geometric: matte or brushed surfaces, clean lines, a single bright orange path or flow connecting elements, deep negative space. Cinematic and quiet, never busy.

3. Pure typographic composition, when neither of the above adds meaning. Oversized Poppins on the dark canvas, one orange highlight, generous negative space.

When people appear they are real professionals in real environments doing plausible work. Never staged, never smiling at the camera, never gesturing at something that is not there.

Interface and data visuals stay secondary and restrained: the edge of a real-looking panel or a subtle data overlay works as a background element. Never make a floating hologram, a HUD or a glowing 3D interface the subject of the image, and never show a person pointing at one.

## VISUAL ANTI-PATTERNS

Kinetic works in AI transformation, so the imagery this category defaults to is banned. Never depict, generate or describe:

- Brains of any kind, especially brains drawn as circuit boards, glowing brains, or half-brain half-chip.
- Humanoid robots, android faces, chrome mannequins or robot hands.
- A human fingertip touching a robot fingertip, or any variant of that gesture.
- Blue and cyan tech palettes, blue circuit-board backgrounds, blue-violet neon gradients, matrix rain, streams of 1s and 0s, glowing wireframe globes.
- Node-and-line network meshes, constellation graphs or particle clouds used as generic decoration.
- Padlocks and shields for security, upward glowing arrows for growth, light bulbs for ideas, chess pieces for strategy, handshakes for partnership, gears for process, rockets for launch.
- Stock business scenes: a team laughing at a laptop, a meeting room seen through glass, a lone figure on a rooftop at sunrise.
- Generic assistant iconography: chat bubbles with sparkles as the main visual, glowing orbs, spheres, sentient clouds.
- Invented interfaces, dashboards with fabricated metrics, charts with unlabeled or made-up data, or logos of real third-party companies.

Also never use emoji, unicode-glyph icons, neutral grey drop shadows, lens flares, bevels, glassmorphism beyond the specified 12–16px backdrop blur, or more than one orange highlight per line.

## OFFICIAL BRAND ASSETS

The approved filenames are:

- kinetic-logo-white.svg: primary choice on dark or near-dark backgrounds.
- kinetic-logo-ink.svg: use on light backgrounds.
- kinetic-logo-orange.svg: accent use on neutral, quiet backgrounds.

## LOGO VARIANT SELECTION

Choose the variant by measuring the background behind the logo, never by preference:

- Background relative luminance below 0.20, which includes the #070708 canvas and every stepped surface: use kinetic-logo-white.svg.
- Background relative luminance above 0.65, which includes #FAFAFA: use kinetic-logo-ink.svg.
- Between 0.20 and 0.65: use white on the darker half of that range and ink on the lighter half. Use kinetic-logo-orange.svg only on a quiet, flat neutral where it still reaches 3:1 contrast.
- The logo must reach at least 3:1 contrast against its background. If no variant reaches it, change the background, not the logo.

## LOGO GEOMETRY AND PLACEMENT

- The lockup is horizontal at roughly 4.4:1 width to height. It contains three parts: the triangular isotype, the "kinetic CORP" wordmark, and the "CREATING VALUE" tagline underneath. Never place it in a square or vertical container that forces it below its minimum size.
- The supplied artwork has no built-in margin: it runs flush to all four edges of the file. Any clear space is yours to add.
- Clear space: keep an empty margin of at least 0.5x the lockup height on all four sides. Nothing enters that margin: no text, no image edge, no rule, no second logo. The brand kit includes PNGs with this margin already baked in.
- Minimum size: 320 px wide on screen, 60 mm wide in print. The tagline is only 11% of the lockup height, so below that it stops being legible and becomes visual noise.
- There is no tagline-free compact variant of this lockup yet. If the layout genuinely cannot host 320 px, do not shrink the logo and do not crop the tagline off. Reserve the area, label it [LOGO: HACE FALTA VARIANTE COMPACTA] and say so in one line.
- Default placement is one single instance in a corner, aligned to the layout margin. Never repeat it, never center it over artwork, never use it as a watermark or background pattern.
- Use supplied logo files exactly as provided. Never redraw, trace, reinterpret, regenerate, recolor, crop, stretch, rotate, skew, outline, add effects to or typeset the Kinetic wordmark. Never place it on a busy field.
- If no approved logo file is available or the platform cannot embed one, reserve an empty rectangle at the correct position, sized to the 320 px minimum width at a 4.4:1 ratio plus its clear space, and label it [PLACE OFFICIAL KINETIC LOGO]. Do not synthesize an approximation.

## ANDERSEN ENDORSEMENT LOCKUP

Every externally facing Kinetic asset carries the Andersen endorsement alongside the Kinetic wordmark: the "A Member of Andersen Consulting" lockup.

- Reserve a placement area for it, separate from the Kinetic logo, with its own clear space of at least 0.5x its own height. The two marks never touch and never overlap.
- Kinetic is always the primary mark and reads larger or more prominently. Andersen is the endorsement, never the lead.
- Never redraw, recolor, translate or restyle the Andersen lockup, and never set the phrase as plain text in place of the artwork.
- If the file is not supplied, label the reserved area [PLACE "A MEMBER OF ANDERSEN CONSULTING" LOCKUP] and tell the user in one line that they need to add it.
- "Respaldados por Andersen Global, con presencia en más de 170 países" is the approved copy for the backing claim. Do not embellish it.

## ACCESSIBILITY

These are hard rules, not judgement calls:

- Body and UI text must reach at least 4.5:1 contrast against its actual background. Display text at 24px or larger, and bold text at 19px or larger, must reach at least 3:1.
- On the dark canvas, white at 100% and 72% alpha are the only values allowed for body copy. 55% is allowed for secondary labels at 12px or larger. 40% is decorative only: never use it for text the reader needs.
- Orange #FF6600 on the canvas is acceptable for large display text, eyebrows and icons, never for body copy. Never place orange text on an orange or gradient fill.
- Never set text directly over a photograph or busy field without a solid or 80%-opaque scrim behind it.
- On-art copy in a social post or slide must be at least 24px at final export size, and the single most important line must stay readable at 25% zoom.
- Never carry meaning by color alone. Pair every color-coded distinction with a label, an icon or position.
- Every image needs alt text and every chart needs axis labels and units. Do not invent the values.