US BRAND · V1.0 · 31 OCTOBER 2026
Brand guidelines
How Us and Them looks and sounds, in three formats: one for people, one for machines, one for AI assistants.
Lifted from the sibling site trolleyproblems.work: the same paper and ink, the same type pairing, the same technical drawings. Adapted for tracks that meet on a shared floor.
DOWNLOADS · THREE FILES
WORD · DOCX
Brand guidelines
The full guide: story, manifesto, logo and wordmark, colour with hex and RGB, type, layout, components, imagery, FrameVR boards, voice and tone with examples, accessibility and file naming. Illustrated with the real site and board images.
usandthem-brand-guidelines.docx · 2,882 KB
DESIGN TOKENS · JSON
Tokens and rules
Machine-readable: colours with roles, type scale, spacing, components, logo rules, voice, preferred and banned words, FrameVR conventions and accessibility.
usandthem-brand.json · 31 KB
AI PROMPT · MARKDOWN
System prompt
Paste into a Copilot agent, custom GPT or similar so it writes and designs on-brand. Includes the citation rule: no invented statistics.
usandthem-brand-system-prompt.md · 14 KB
AT A GLANCE · THE TOKENS
Paper, ink and three tracks
About 70% paper, 20% ink, 10% accents. Rust is Humans, sky is Agents, highlighter is Autopilots. One highlighter tag per screen.
--paper
#f3f1ea
--ink
#161616
--rust
#a4472b
--sky
#b7d3f6
--hl
#e9f06a
--agent-blue
#9fb4d8
| Role | Face | Use |
|---|---|---|
| Headings and body | Inter 400–800 | H1 58 px, body 16–17 px, max 44em |
| Labels | IBM Plex Mono 600 | Eyebrows, buttons, tags, the wordmark: caps, tracked |
Square corners, 1 px ink rules, no soft shadows. Plain, honest, specific, sourced. UK English. Every number links to its source.
SOURCE: DOCS/BRAND/BRAND-AND-STYLE-GUIDE.MD AND SITE/STYLES.CSS · ELABORATIONS ARE LISTED IN SECTION 15 OF THE WORD GUIDE