Intelligent Handshake®

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Brand guidelines · Dahlia

Dahlia.

One center, many petals, every one of them a different visitor. The Intelligent Handshake brand in six rules and one page.

The mark.

Sapphire petals around a turquoise center. The mark stands on paper or on white; on midnight or sapphire it is reversed. It is never recolored, outlined, rotated, or given a shadow.

The Intelligent Handshake mark
On paper
The mark on white
On white
The mark reversed on midnight
Reversed on midnight
The mark reversed on sapphire
Reversed on sapphire
Clear space
One petal length on every side. Nothing inside it.
Minimum size
24 px on screen, 8 mm in print. Below that, use the small mark.
Watermark
The mark may sit behind a hero or a closing band at 8 to 16 percent opacity, bleeding off the edge. Never behind body text.

The wordmark.

Intelligent Handshake®
Type
Newsreader, regular, with the registered mark as a superscript. Never bold, never all caps, never tracked out.
Lockup
Mark to the left, one gap of half the mark's width, the wordmark centered on the mark's vertical middle.
In text
Written in full: Intelligent Handshake. The IH Score, the IH tag, and telemetry labels use IH. Products are set as Intelligent Call, the second word bold.
Registered
The ® appears in the header, the footer, and the first mention in a document. Not in running copy.

Color.

  • Paper#F5F7F6The ground. Alternate with white so long pages read in chapters.
  • Midnight#0E1726Ink for text, and the closing band with the mark.
  • Sapphire#0F52BAThe decision. Primary buttons, the strong line of a headline, links.
  • Turquoise#1FB3ACWhat is live or verified. Icons on tint, the hover state, the signal dot.
  • Tint#D4F1ECPanels, icon tiles, the eyebrow pill. Never for text.
  • Turquoise deep#0E8E8ATurquoise when it has to be read: labels, eyebrows, small text.
  • Sapphire deep#0B3A7ESapphire for hover and for text under 24 px.
  • Ink soft#6E7781Secondary text, captions, the side notes.
Weight
60 paper and white, 30 midnight and ink, 10 sapphire and turquoise. One accent per panel.
Contrast
Sapphire and midnight on paper pass for all text. Turquoise on paper does not; use turquoise deep for any text.

Type.

Display · Newsreader

Same traffic. Same calls. More revenue.

Headlines, the standfirst, pull quotes. Regular weight; the strong line of a headline is semibold in sapphire. Optical size on, tight tracking above 40 px.

Text · Inter

Intelligent Handshake asks nothing of the visitor: no clicks, no questions. Our technology decides what each visitor is worth before the decision moment.

Body, navigation, buttons, captions. 16 to 18 px body, 1.55 line height, measure of about 64 characters.

Telemetry · IBM Plex Mono

H M L N R U · 86 ms · decision: premium bundle

The score letters, eyebrows, dates, anything that is data rather than prose. Uppercase with tracking for labels.

Sizes
One small set per surface. Web: 14, 16, 18, 24, 32, 48, 72. Decks: 12, 16, 20, 28, 40, 60. Whole numbers only.
Case
Sentence case everywhere, including headlines and buttons. Items in a list share one case.

The score.

The IH Score is always shown as a letter on a white card, in IBM Plex Mono, in the state's own color. The letters are never spelled out inside the card and never shown without the card.

  • HighWorth the most. Give them the best.
  • MediumReady to buy with a reason to decide now.
  • LowOpen to an entry offer.
  • Non-buyerScored unlikely to buy. Sell them the least.
  • RiskVerify before any value is given away.
  • UnidentifiedNot yet known. Still feeds the loop.

H and M are the two sapphires, L and N the two turquoises, R the one warm color in the system, U grey. The order is always H M L N R U.

Six rules.

  1. One accent per panel. Sapphire or turquoise, not both, and never a third.
  2. No shadows, no gradients. 1 px hairlines, 4 px radius, flat color. The only soft edge is the watermark.
  3. The mark is a drawing, not a logo. It bleeds off edges, it sits behind things, it is never squeezed into a corner at 32 px next to the wordmark on a dark bar.
  4. Data looks like data. Numbers, states, latencies, and dates are set in IBM Plex Mono. Prose never is.
  5. Sentence case. Headlines, buttons, labels, navigation. The only capitals are proper nouns and the score letters.
  6. Say less. One idea per section, one number per panel, one call to action per page.
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