Brand Style Guide — Call Center Quick Reference¶
This is the call-center summary of Airwai's brand rules. The full brand system lives at docs.airwai.com (public) and inside Airwai's Design System/ folder (internal — request access via Amir if needed for source files).
For anything not covered here, default to "ask Amir before publishing."
Brand essence¶
| Element | What it is |
|---|---|
| Company name | Airwai (one word, "air-why") |
| Product name | LAIRA (Layered Autonomous Inference and Reasoning Agent) |
| Tagline | "The autonomous civil engineer." |
| Voice | Direct, confident, technical without jargon, honest about limitations |
| Tone | Engineer-to-engineer. Not "salesy." Not "marketing-y." |
What we sound like (do this)¶
- "LAIRA captures pavement condition with the iPhone Pro's LiDAR."
- "Every output cites the section of the standard it implements."
- "3 to 7 times more anomalies detected than manual inspection at SBD International Airport. Source: Esri case study."
What we don't sound like (don't do this)¶
- "Revolutionary AI-powered inspection technology that transforms how you work" ❌ overheated
- "Best-in-class enterprise-grade SaaS solution" ❌ adjective soup
- "Disrupting the legacy infrastructure inspection industry" ❌ cliché
- "Game-changing" ❌ never
- "Cutting-edge" ❌ never
If you wouldn't say it to an engineer at a bar, don't say it in a sales call.
Logo usage¶
| File | When to use |
|---|---|
| Airwai Obsidian (dark logo) on light background | Default. 95% of usage. Email signatures, decks, social posts on light backgrounds, business cards. |
| Airwai White (light logo) on dark background | Source-only — when the background is Federal Navy (dark blue) or black. Cover slides, dark social posts. |
| Logomark (icon only) | Favicons, social-media avatars (square crop), small spaces |
| Wordmark + logomark together | Standard usage for sufficiently large display |
Off-limits: - ❌ Recoloring the logo - ❌ Adding effects (drop shadow, gradient, outline) - ❌ Stretching or distorting - ❌ Placing on busy / textured backgrounds without sufficient contrast - ❌ Mixing with other logos in a way that suggests endorsement we don't have
Source files: request the canonical SVG set from Amir.
Color palette¶
| Color | Hex | Use |
|---|---|---|
| Federal Navy | #0E1A33 |
Primary brand color — headers, key text, CTAs on light backgrounds |
| Chalk | #FAFAF7 |
Default light background |
| Ink | #16181B |
Body text |
| Signal Lime | #D8FF3C |
Accent color — ONLY on dark backgrounds; never on light |
| Stone | #6B6B70 |
Muted text, captions |
Signal Lime rule: never use Signal Lime on a light background. It will look unprofessional. It's calibrated for high contrast on Federal Navy and similar dark surfaces only.
Typography¶
| Font family | Source | Use |
|---|---|---|
| Söhne | Klim Type Foundry (paid license) | Body text, sales decks, marketing collateral |
| Suisse Int'l | Swiss Typefaces (paid license) | Display headlines, key callouts |
| Suisse Screen | Swiss Typefaces (paid license) | UI surfaces in the app |
| Inter | Google Fonts (free) | Web fallback if Söhne / Suisse not licensed |
| JetBrains Mono | JetBrains (free) | Code, technical surfaces, monospace |
For day-to-day call-center email and outreach, Inter is the safe fallback when Söhne / Suisse aren't available. Don't substitute random fonts (Arial, Helvetica, Times New Roman are all wrong).
Email signature template¶
[Name]
[Title]
Airwai, Inc.
[email] · [phone]
docs.airwai.com · airwai.com
[Disclaimer if needed — typically not in cold outbound]
Plain text. No images. No GIF / animation. Logo only on warm follow-ups or HTML newsletters, not on cold outreach (deliverability).
Imagery rules¶
| Use | Don't use |
|---|---|
| Real LAIRA scan screenshots from the actual app | Polished stock photos of nondescript construction workers in hard hats |
| Real iPhone Pro photos (in customer hands, in field) | iPhone product-shot images we don't have rights to |
| Customer-context shots (with permission) | Generic "team at work" stock photos |
| Esri case study assets (with permission) | Borrowed competitor imagery |
| docs.airwai.com screenshots | Anything with watermarks, screenshots from non-Airwai sources |
When in doubt: ask Amir before using an image externally. Image rights have legal implications.
Naming conventions¶
| Concept | Right name | Wrong / off-limits |
|---|---|---|
| Company | Airwai | Airwai Inc. (only when full legal name is needed), AirWai, AIRWAI (only when uppercase context like email signatures) |
| Product platform | LAIRA | Laira, LairA |
| App version | LAIRA app | LAIRA Mobile, LAIRA Pro App |
| Vehicle-mounted version | LAIRA Rig | LAIRA Vehicle, LAIRA Truck, LAIRA Pro |
| CEO | Amir Emadi | Mr. Emadi (formal), Amir (casual) |
| Founder mention | Co-founder & CEO | "Founder and CEO" only |
Off-limits names: - "Vision Lite" — retired internal product name; never use externally - "AIRWAI_OS" — internal infrastructure project; not a product - "Mr. ACE" — internal roadmap codename - "Vulcan" — internal roadmap codename
What requires Airwai approval before publishing¶
| Action | Approval level |
|---|---|
| Creating a new landing page | Amir |
| Producing a new case study | Amir |
| Publishing a customer name externally | Amir + customer permission |
| Using Esri co-marketing materials | Amir (already approved set) |
| Any press release or media outreach | Amir |
| Modifying the standard ToS / Privacy Policy / DPA | Amir + legal |
| Logo / brand-element use in third-party marketing | Amir |
| App Store listing changes | Amir |
| New persona-specific landing page (templated from existing) | Notify, don't ask permission |
| Email templates following the patterns in marketing-campaigns/email-templates.md | No approval needed |
| Ad copy following the patterns in marketing-campaigns/social-ad-copy.md | No approval needed |
| New promo offer following the menu in marketing-campaigns/promo-offers.md | No approval needed |
Default: if it's in the patterns above, run with it. If it's outside, ask.
Brand audit cadence¶
Quarterly, Airwai will audit call-center-generated marketing materials for brand compliance. Items found out-of-spec will be flagged for correction. Pattern violations (3+ instances) become training feedback.
Tone calibration — read this once a month¶
Before any new campaign or new outreach push, re-read this:
Airwai is a software company. We respect our customers' time and intelligence. We don't use words like "revolutionary" or "game-changing." We cite our sources. We're honest about what LAIRA does and doesn't do. We don't make claims we can't back. We win by being more useful than the alternative, not by sounding more impressive.
Every customer is a working engineer. Engineers respect rigor. Write like an engineer would write to another engineer.
That's the voice.