The technical layer.

1.1 — Palette

"Black" in this system is Night #0D0D0D — slightly off-pure-black for warmer rendering on coated stock and screens. Do not substitute pure #000. Fire Red is the brand's signature color; the nickname "Ferrari red" appears in YUMEDA materials.

1.2 — Roles

Primary fields (canvas / background / large surfaces): White, Platinum. Accents (typography, marks, focal points): Night, Fire Red. White and Platinum together should dominate any composition; Night and Fire Red are used selectively.

1.3 — Approved combinations

The wordmark and primary type must use one of these six pairings.

Fire Red on White

Fire Red on Platinum

Night on White

Night on Platinum

White on Night

White on Fire Red

1.4 — Fire Red and Night, used with care

Fire Red and Night are not paired as field-on-field brand graphics. No red logo on a black background. No red block adjacent to a black block.

Small Fire Red accents on a Night base are permitted and are part of the brand's signature: the red signature stitch on a black brief waistband, the red macron in the monogram on a Night app-icon tile, Fire Red typographic accents inside Night-set text.

1.5 — Hover and interactive states

Primary CTA (Fire Red fill) hover: darken to #C71515. No other state changes — no shadow, no scale.

1.6 — Proportional use

In a typical composition, fields (White / Platinum) read as the canvas; accents (Night / Fire Red) carry the message. A Fire Red full-bleed field is permitted as a brand moment — campaign hero, LinkedIn red ground — but should not be the default canvas for editorial or product surfaces.

1.7 — What to avoid

1. Do not pair Fire Red and Night as adjacent fields.
2. Do not use low-contrast pairings (Platinum type on White, etc.).
3. Do not introduce off-palette colors. The palette is closed.
4. Do not substitute pure #000 for Night, or pure #FAFAFA for Platinum, in brand-graphic compositions. Off-white site backgrounds in the #fafafa–#f5f5f5 range are tolerated as live document fields, not as palette substitutes.

2.1 — Type system

The wordmark ātem is a custom-designed mark, not typeset in Advercase. See Logo system.

2.2 — Web font cascade

For digital surfaces, Advercase is loaded as a web font; Cormorant (Google Fonts) is the approved fallback for environments where Advercase is unavailable. Inter Tight is loaded as a web font with a system fallback.

font-family: "Advercase", "Cormorant", Georgia, serif;       /* display */
font-family: "Inter Tight", -apple-system, BlinkMacSystemFont, sans-serif;  /* body */

Cormorant is a fallback only — it is not a brand typeface. Production surfaces should render in Advercase wherever the web font loads.

2.3 — Type scale

All display specimens are rendered in Advercase (loaded as embedded WOFF2). Sans body specimens are Inter Tight.

2.4 — Formatting rules

• Letter-spacing. auto default for both faces at all sizes. No manual tracking.
• Line-height. auto for headers; the values above for body and small subheaders.
• Text alignment. Flush left on all text components. No justified, centered, or right-aligned body text.
• Stacked headlines. Display headlines should break into two balanced lines rather than running as a single wide line. Avoid orphans and severely uneven line lengths.
• Body line length. Target 50–75 characters per line.
• Inline emphasis. Bold (Inter Tight Semibold) and Fire Red coloring of single words within Night-set headlines are permitted. Italics: avoid except where typographically required.

2.5 — Recurring patterns

• Two-tier headline. Small eyebrow label (Subheader 3 or smaller) + large display headline (Header 1). Used on hero and section-opener compositions.
• Section opener. Full-bleed Platinum field + single-word section title in Fire Red Advercase, large display.
• Black section divider. Full-bleed Night field + single word in white Advercase or Inter Tight Light.

2.6 — Hierarchy on Fire Red ground

White type on Fire Red is approved (combination 6). For editorial copy on Fire Red, prefer Inter Tight over Advercase at body sizes. Advercase on Fire Red works for hero headlines only.

3.1 — Wordmark

A custom-designed mark — geometric sans-serif letterforms, lowercase, with macron. Not typeset in any typeface. Single-color only — Fire Red, White, or Night, chosen for contrast against the background. The macron inherits the wordmark color (the monogram is the exception).

Source file: assets/brand/wordmark-atem.png. Use for hero placements, headers, signage, packaging.

3.2 — Lockup

Wordmark + vertical Fire Red bar (the macron stroke rotated 90°) + descriptor. Descriptor typeface: Advercase Regular. Used when the brand is paired with a category or partner; reserved — most surfaces use the wordmark alone.

3.3 — Monogram (utility mark)

The ā glyph alone — single-storey lowercase a with macron above. The only place in the system where the macron carries Fire Red while the rest of the mark is Night.

Use cases — apply with care

• Browser favicon
• Social-platform avatars (LinkedIn, etc.)
• QR-code center embed (referral, welcome cards)
• App icon (Night tile + white a body + Fire Red macron)
• Small-scale digital surfaces below the wordmark's minimum size

Do not use as a standalone hero mark, in print where the wordmark fits, or as a decorative pattern. The monogram is utility — the wordmark is identity.

3.4 — Construction unit (X)

The macron stroke height defines the unit X. All logo proportions, clear-space, and minimum-size specifications reference X.

3.5 — App icon

Tile: Night #0D0D0D, rounded square per platform requirements. Glyph: white a body. Macron: Fire Red. On-device label: ātem where the platform supports the macron; Atem is acceptable where it cannot render.

3.6 — Clear space

A minimum of 5X clear space must surround the logo on all four sides. Nothing — type, imagery, edges of frame — may enter this zone.

3.7 — Minimum sizes

Below these minimums, use the monogram instead.

3.8 — Standard digital sizes

30 px · 40 px · 80 px · 100 px · 125 px · 150 px. Default ramp for responsive deployments.

3.9 — What to avoid

Wordmark, lockup, and monogram are subject to these prohibitions.

DoRender flat in a single color, proportions intact.

Don'tRotate.

DoSit cleanly on an approved ground.

Don'tApply effects (shadows, glows, gradients, strokes, bevels).

DoKeep proportions intact — uniform scaling only.

Don'tStretch or condense.

1. Do not rotate.
2. Do not apply effects (shadows, glows, gradients, strokes, bevels).
3. Do not outline (stroke-only treatments).
4. Do not stretch or condense — uniform scaling only.
5. Do not place on a background with insufficient contrast.
6. Do not place additional elements on top of the mark.
7. Do not recolor outside the approved palette.
8. Do not separate the macron from the wordmark or substitute another diacritic.

4.1 — Alignment

Flush left is the default for all text components on all surfaces. Centered composition is permitted as a system-level brand moment — the website hero, the in-box card hero — not as a default for editorial body copy.

4.2 — Whitespace

The brand shows up unannounced. Generous negative space is a layout primitive. Hero compositions should leave 50% or more of the canvas empty. Avoid filling space for its own sake.

4.3 — Two-column page rhythm

For long-form layouts (brand documents, product spec pages), use a 1/3 + 2/3 split: narrow text column on the left, wider visual or example column on the right.

4.4 — Section openers

• Full-bleed Platinum field, single-word title flush left in Fire Red Advercase, large display.
• Full-bleed Night field, single word flush left or centered, type in white Advercase or Inter Tight Light. (Centered only on dividers; flush left elsewhere.)

4.5 — Background system (campaign / social)

Three grounds × two taglines = a coherent surface system. The same wordmark + tagline lockup deployed across all three grounds keeps the brand recognizable wherever it shows up.

The things closest to your body deserve the most thought.

The things closest to your body deserve the most thought.

The things closest to your body deserve the most thought.

Pair each ground with the right register. Do not mix.

5.1 — Approved categories

5.2 — Product photography

Default surface: single product, white or near-white field, no atmosphere. The signature red stitch should be photographed naturally — not styled, propped, or lit to overemphasize. Let the eye find it. No lifestyle props in the frame for hero product shots.

5.3 — What to avoid

• Sex-appeal / celebrity-endorsement framings.
• Wellness / biohacking imagery (gear-heavy, supplement-led, "optimization" register).
• Stock photography. All imagery should be produced or curated to brand brief.

1. Wordmark typeface. Prior canon described the wordmark as set in Advercase. The wordmark is in fact a custom-designed mark (geometric sans), not typeset in Advercase. Advercase is a serif used for display headlines and the lockup descriptor.
2. Display + body pair. YUMEDA materials propose three sans-serifs across versions (Schibsted Grotesk in the brand review, Mona Sans on a guidelines specimen page, Inter Tight in the guidelines hierarchy). Inter Tight is canonical for body and UI. Mona Sans and Schibsted Grotesk are retired.
3. Cormorant. Loaded on atemwear.com as a serif fallback for Advercase. Fallback only — not a brand typeface. Confirmation pending whether Advercase is loading correctly in production.
4. Black. Named Night, hex #0D0D0D. Not pure #000.
5. Macron color. In the wordmark and lockup, the macron inherits the wordmark color. In the monogram, the macron is Fire Red while the a body is Night. This defines the monogram's separateness.
6. Two-color wordmark. YUMEDA's deck explored a two-color wordmark (black atem + red macron) in its BACKLOG. The guidelines later specify single-color wordmark. Single-color is canon. The two-color treatment lives only in the monogram.
7. Red + black. Not a hard prohibition. Use with care — see § 1.4.
8. Section dividers. Both centered single-word black dividers (deck) and flush-left text (guidelines) are permitted at section-opener scale.
9. Source files. Primary brand assets live at ~/atem-drive/assets/brand/. Drive is authoritative; the repo's assets/brand/ mirrors it.