PipelineRiver Brand Style Guide

PipelineRiver

Brand style guide

How PipelineRiver looks and sounds everywhere it appears: social profiles, posts, the website, email, and anything a partner produces. A sub brand of evyAI, warmer and more active than the parent, and never louder than it earns.

Contents

01 Logo and lockups
02 Color
03 Typography
04 Peter
05 Layout and imagery
06 Social media
07 Web design
08 Voice and copy

Logo and lockups

The hexagon is inherited from evyAI. What lives inside it is ours: a gold current with its bank line, and a node that has just arrived.

Primary mark

Navy field, gold current. The default everywhere, including the favicon.

Gold outline

On navy, purple, or dark photography. Never on white.

Navy outline

One color print, documents, embroidery, faxable paperwork.

White outline

Purple surfaces and anywhere gold would vibrate.

Lockups

PipelineRiver

Stacked, for square placements

PipelineRiver

by evyAI

PipelineRiver

The endorsement is typographic in small sizes. Where both brands must appear as marks, PipelineRiver goes wordmark only and evyAI brings its own logo, shown above. Never place the evyAI hexagon beside ours: two hexagons in one lockup compete.

Clear space and minimum size

Mark, 16px minimum

PipelineRiver

Lockup, 132px wide minimum

x is the hexagon width. Keep 0.5x clear on all four sides, measured from the hexagon, not the wordmark. Below 132px the lockup drops the wordmark and the mark stands alone.

The one expressive treatment

The node leaves the container. Web hero, social cover, event backdrop, and nothing else. It is not a logo, it never appears in a lockup, and it never sits in the same layout as the contained mark.

Do not

Gold on white

Mirrored current

Rotated

Stretched

Also: no drop shadows, no gradients inside the hexagon, no recoloring the current, and never set the wordmark in anything but Poppins.

Color

Deep navy

#34317D, the field and the primary action

Gold

#FFD572, the current, inside containers only

Purple

#6D40C4, links, accents, family tie

#9778D2

#F5F1FB

#F5F7F9

#292929

#6B6B6B

The gold rule. Gold only appears held inside a navy or purple container, or as a fill on a navy surface. It is never a text color on white, never a button on a light page, and never a border on its own. It fails contrast and it cheapens instantly.

Proportion. Roughly 60 percent light neutral, 25 percent navy, 10 percent purple, 5 percent gold. Gold is the accent that proves something arrived. If a layout has more than one gold element, delete one.

Keep #0B7A3E

Skip #C93B3B

Held #8A5A00

Dark ground #14122E

Typography

Poppins only, inherited from evyAI. Black 900 carries every headline, Regular 400 every sentence. Nothing in between unless it is a UI label.

Never runs dry

Display, Poppins Black 900, tracking -0.035em, line height 1.0

Three companies today

Headline, Black 900, -0.028em

Peter reads the market overnight and hands you a short list in the morning. He is more likely to tell you what he left out than what he found.

Body, Regular 400, line height 1.6, max 68 characters per line

Kept this week

Label, 700, 0.12em, uppercase, purple or muted gray only

The name. PipelineRiver is one word, camel case, and the weight split (Medium 500 plus Black 900) applies only to the wordmark and to the name standing alone as a title or signature. Inside a sentence it is set like any other word.

Peter

The AI employee, drawn as one continuous line out of the current. He is a colleague, not a mascot. He faces right, into his own message and with the flow.

Full portrait at 32px and above. Below 32px use the simplified glyph, which drops the bank line and thickens the stroke. Never place Peter and the logo mark at the same size: the avatar is always smaller.

128, 48, 32, then simplified at 24

Two states, one ring

Arrived

Thinking

The artwork never changes, only the ring. Under reduced motion the ring holds still and the words "Peter is working" carry the state.

How he speaks

Two companies today. I left out nine, all under sixty employees.

His bubbles are lavender with a squared corner at the avatar. He never uses exclamation marks, never says "exciting", and never claims credit for a match the customer found themselves.

Layout and imagery

Generous space, one idea per surface, and the current used as structure rather than decoration.

One idea per surface

A headline, a sentence, one action. If a layout needs a second heading it needs a second surface.

The mark as a graphic

Oversized, cropped off the edge, at 25 to 40 percent opacity on navy. Never at full opacity behind text, never repeated as a pattern.

Photography and illustration

Real people at work, warm and unposed, or lavender monochrome placeholders in the parent's style. No stock handshakes, no robots, no rivers.

Borders, not shadows

Inherited from evyAI. 1px #E4E9EE, radius 16 for cards, 12 for controls, 24 for panels. Shadows only on things that float.

Social media

LinkedIn first, because that is where the audience and the parent brand already live. Every asset below is drawn at real proportions.

Profile

Circular crop, gold outline mark on navy, centered, 60 percent of the diameter. The filled mark is never used inside a circle: two containers fight.

Feed sizes

Cover, 1584 by 396

Your pipeline never runs dry.

One matching company, every morning, from Peter. PipelineRiver by evyAI.

Text sits in the left third, clear of the avatar overlap on every platform. The expressive mark bleeds off the right edge. Never put the lockup in a cover: the profile picture is already the logo.

Square post, quote

The best list is the one with the fewest names on it.

pipelineriver.com

Square post, Peter

Peter

6:12 AM

I read 412 companies last night. Three were worth your morning. The other 409 were not.

PipelineRiver

Story, 9 by 16

One company. Every morning.

Apply for access

Link preview, 1200 by 630

PipelineRiver

Your pipeline never runs dry.

by evyAI

Split at roughly 57 to 43. Headline never exceeds six words, because most feeds crop the right edge on mobile.

Post like this

One observation per post. A number Peter actually produced. A sentence about what was left out. Short lines, no thread bait, no "here is why that matters" scaffolding.

Never post this

Hustle language, "game changer", countdown urgency, fake screenshots of revenue, engagement bait questions, or anything that implies volume. Volume is the thing we are against.

Handles and naming

Profile name is PipelineRiver, bio line ends "by evyAI". Peter posts only from inside the product, never as his own account. One brand voice, two speakers.

Web design

Content max 1120, 12 columns, 24 gutter, 40 margin. Sections alternate light and navy, never two navy sections in a row.

PipelineRiver

How it works

Meet Peter

Apply for access

Your pipeline never runs dry.

Peter is an AI employee. He reads the market overnight and hands you one company a day that matches who you already win.

Apply for access

See a sample morning

Reviewed 412 overnight. One is worth your morning.

Halden Freight Systems

Columbus, Ohio, 180 employees

Step one

Tell him who you win

Four questions, about ten minutes, and no form to maintain afterwards.

Step two

He works overnight

Hiring, pricing, and expansion signals, read across the whole market while you sleep.

Step three

One name by six

Keep it or skip it. Every answer makes tomorrow's closer.

Buttons

Primary

Secondary

Text link

Gold, on navy only

Height 44, radius 12, label 14 Bold. Gold buttons exist only on navy surfaces, which is where the whole gold rule lands in practice.

Card and link

Why one a day

Because a list you actually read is worth more than a list you export. Read the argument.

Links are purple #6D40C4 and underlined on hover only. Never gold, never bare blue, never a button pretending to be a link.

Motion on the web

The hero current animates twice, then idles for twelve seconds. Sections fade in at 240ms with an 8px rise, once, never on scroll back. Nothing parallaxes, nothing bounces, and everything stops under reduced motion.

Easing: standard cubic-bezier(.2,0,0,1), emphasized cubic-bezier(.32,.72,0,1).

Voice and copy

Calm, watchful, understated. The brand talks the way Peter does, and the parent's exclamation marks stay with the parent.

We say

Your pipeline never runs dry.
One company, every morning.
I left out nine that were close.
Short on purpose.
Apply for access.

We never say

Unlock, supercharge, 10x.
Leads, blasts, sequences.
Limited spots remaining.
Game changing, revolutionary.
Anything with an exclamation mark.

Rules

Lead with the subtraction, not the total. Give a real number or none. Second person for the brand, first person for Peter. Sentence case in body, Title Case on buttons, matching the parent. No em dashes.