PerfoState
A brand system for a company that connects data, marketing and AI. The foundation is fast execution, a clear structure, and technology that stays a tool, not a decoration.
Technology that speeds up your results.
PerfoState should not look like another experimental AI brand. The system communicates performance, order and modern marketing production, because clients buy the result, not the technology itself.
Large type, clear hierarchy and few elements. Material should be understood within seconds.
Technology shows through the result and the process. We avoid robots, neon brains and typical generative-AI clichés.
Geometry can reference structures, charts and modules, but without obvious skyline icons as the brand's main visual language.
Audience
Product, marketing and operations teams who want to produce materials, websites and campaigns faster with AI support.
Emotion
"This looks like a partner who delivers faster, without losing quality." The brand should be matter-of-fact, modern and confident, but not futuristically cold.
A dynamic structure built from modules.
The full logo is made of a geometric mark and the PerfoState logotype. "Perfo" stays black, "State" uses the brand blue. The logotype is set in Inter SemiBold.
Clear space
Module x is the optical width of the gap between the mark's main shapes. In digital materials, keep a minimum of 1× this module around the full logo.
Misuse
The logo exists as an approved vector file (SVG) — a mark built from clean geometry, not a raster hidden in a container. Minimum size: mark from 32 px, full logo from 120 px wide.
The energy of technology. The stability of business.
Blue leads the brand's communication. Teals and coral come from the mark and should work as accents. Black keeps a professional character and improves readability.
| Pair | Contrast | Usage |
|---|---|---|
| #161616 on #FFFFFF | 18.10:1 | Body text, headings |
| #677084 on #FFFFFF | 4.97:1 | Secondary text |
| #0076FD on #FFFFFF | 4.19:1 | Large text, graphics, controls. For small text prefer a darker variant or black. |
| #FFFFFF on #161616 | 18.10:1 | Text on dark materials |
Treat teal and coral mainly as graphic colors. Don't use them as small text color on a white background.
Inter. No decoration, strong hierarchy.
Inter is PerfoState's primary typeface. The logotype uses the SemiBold weight. In brand materials, a limited set of 400, 500, 600 and 700 works best.
moves faster.
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Modules, verticals and cuts.
The visual language comes from the mark: vertical shapes, varying height, sharp diagonal cuts and a contrast of a few colors. This lets the brand create its own illustrations without copying the logo everywhere.
Build vertically
Compositions can resemble rising modules, delivery stages or a data structure.
Cut with precision
Diagonal lines should be short and deliberate. Don't turn the whole brand into dynamic angles.
Color as a signal
Blue leads, teal organizes, coral flags an element that needs attention.
Simple line icons. One stroke weight.
Icons are technical and neutral. They use rounded caps, a 24 × 24 grid and a uniform 1.8 px stroke. The default color is Performance Black.
Plenty of space. One strong message.
PerfoState layouts should be editorial and very legible. Message first, then proof or visual material. We avoid overloaded cards, SaaS gradients and random ornaments.
From project to campaign in one rhythm.
Website, video, creative and copy can be produced in one visual system instead of several separate processes.
Desktop
A 12-column grid is allowed but not required. Wide margins and a clear 60/40 or 50/50 split matter most.
Mobile
One column. Headline first, then visual material or proof. The CTA shouldn't compete with the content.
Social
One idea per creative. The logo should be a signature, not the main graphic element.
A functional interface, not "AI-looking".
If PerfoState builds a client portal or project tools, the interface should look like a professional work environment. Blue is for actions, and colored accents shouldn't dominate the data.
Project Atlas
This mockup is an example of UI direction, not a claim that these product features exist.
Talk about the result. Explain the AI part later.
The brand's tone should be concrete, calm and business-like. We don't use exaggerated promises about an "AI revolution". We first show what the client gets faster or better.
PL
AI-powered marketing that speeds up results.
We build websites, content and campaign assets faster by combining a team with AI tools.
EN
AI-assisted marketing that moves faster.
We combine experienced people with AI tools to produce websites, content and campaign assets faster.
Motion shows flow, not a special effect.
Animations can suggest modules assembling, content syncing, and the move from data to a finished asset. The preferred length for a single transition is about 260-520 ms.
Entry
Opacity + 8-16 px of movement. No aggressive zooms.
UI
160-260 ms for interactive states. 520 ms only for larger transitions.
Reduced motion
With reduced motion enabled, show the final state immediately.
One brand, one set of sources.
The materials below were prepared from the supplied, approved raster file. A vector version should be produced as a next step and become the master logo file.
Status v1.0: the brand system is complete — an approved vector master (SVG), PNG variants, CMYK values and brand tokens, ready for digital and print work.