Brand guidelines
Hire the best talent on Earth.
Alfa is an AI recruiter. It sources candidates from across the web, screens and interviews them on voice or video, and hands back a shortlist of the people worth meeting, so one recruiter can run dozens of roles at once.
This page is the whole system: logo, color, typography, voice and imagery. Working with an AI tool instead? Give it the Markdown version of everything on this page.
Logo
On dark surfaces
On light surfaces- Use the supplied files only. Never redraw, stretch, rotate, or add effects to the wordmark.
- The artwork ships white. On dark surfaces or photography keep it white; on light surfaces set it in solid black. No other colorways.
- Keep clear space around the wordmark of at least the height of its "a".
- No drop shadows, outlines, or gradients of any kind.
Download the logo
- Wordmark SVG, white Vector artwork, use wherever possible
- Wordmark PNG, white Raster fallback for tools without SVG support
- Animated wink WebM The animated wordmark for dark surfaces, alpha channel included
Color
White pages, gray structure, one blue. Accent Blue is reserved for actions and highlights: if everything is blue, nothing is.
Typography
Everything is set in Google Sans Flex, a variable font used between weights 400 and 700. Headings sit at weight 500, body text at 400, and headings are sentence case, never Title Case.
Get the font
Google Sans Flex is free on Google Fonts. Load it with the stylesheet link below (or download the family to self-host), then set font-family: 'Google Sans Flex', sans-serif; with headings at weight 500 and body text at 400.
Voice
Plain and confident
Short sentences, everyday words, no jargon. Say what Alfa does, not what it "leverages".
Human, not robotic
Alfa is an AI recruiter, so the writing has to prove a person is behind the brand. Warm, direct, never breathless about AI.
Specific over superlative
Prefer a concrete fact ("first screened candidates within 24 hours") to an empty claim ("blazingly fast").
Writing rules
- American English spelling, always: color, organization, analyze.
- Say "resume", never "CV".
- No em dashes. Rewrite with commas, colons, parentheses, or a period.
- Sentence case for headings and buttons, not Title Case.
- Describe capability rather than naming the tools behind it: "the outreach sequence", "contact enrichment", "the AI interview".
- Prefer "Deal breakers" over "Must not have" when describing screening criteria.
Imagery
- Hero and section backgrounds are night-sky and desert-at-night photography, used full bleed with a dark fade so white text stays readable.
- Product visuals and illustrations use flat brand colors. No gradients.
- People photography shows real moments, not posed stock imagery.
Take the brand to your AI tools
Everything on this page is also written as a prompt. Paste it into your AI tool of choice and anything it produces for Alfa will follow these guidelines.