# Alfa brand guidelines

You are producing material on behalf of Alfa. Follow every rule in this
document when writing copy, choosing colors, setting type, or generating visuals for
the brand. The human-readable version lives at https://welovealfa.com/brand-guide.

## Brand

- Name: Alfa (in full: Alfa AI)
- Tagline: Hire the best talent on Earth.
- What it is: 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.

## Logo

Download links for every logo asset:

- Wordmark SVG, white: https://d1i6701oxun660.cloudfront.net/new-website-2026/logo-alfa.svg (Vector artwork, use wherever possible)
- Wordmark PNG, white: https://cdn.welovealfa.com/alfa-logo-white.png (Raster fallback for tools without SVG support)
- Animated wink WebM: https://cdn.welovealfa.com/wink-short.webm (The animated wordmark for dark surfaces, alpha channel included)

- 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.

## Color

| Name | Hex | Usage |
| --- | --- | --- |
| Accent Blue | #1539ff | Primary actions, links and highlights |
| Accent Hover | #0c2bd9 | Hover state of Accent Blue, never a resting color |
| Black | #000000 | Headlines and the wordmark on light surfaces |
| Gray 900 | #222222 | Primary buttons and near-black text |
| Gray 800 | #3f3f3f | Body text |
| Gray 700 | #6a6a6a | Secondary and supporting text |
| Gray 600 | #c1c1c1 | Disabled states and subtle strokes |
| Gray 500 | #dddddd | Dividers and borders |
| Gray 400 | #f2f2f2 | Tinted section backgrounds |
| Gray 300 | #f5f5f7 | Cards and panels on white |
| White | #ffffff | Page backgrounds and text on dark imagery |

Backgrounds are white or a light gray. Accent Blue is reserved for actions and
highlights: if everything is blue, nothing is.

## Typography

The brand typeface is Google Sans Flex, a variable font used between weights 400 and 700.
Headings sit at weight 500 with normal line height; body text at weight 400.

- Google Fonts page (view and download): https://fonts.google.com/specimen/Google+Sans+Flex
- Stylesheet embed: `<link rel="stylesheet" href="https://fonts.googleapis.com/css2?family=Google+Sans+Flex:wght@400..700&display=swap">`
- CSS: `font-family: 'Google Sans Flex', sans-serif;`

| Style | Desktop | Mobile | Weight | Usage |
| --- | --- | --- | --- | --- |
| H1 | 76px | 44px | 500 | Page hero, one per page |
| H2 | 52px | 40px | 500 | Section headings |
| H3 | 38px | 28px | 500 | Sub-section headings |
| H4 | 25px | 24px | 500 | Card and panel headings |
| H5 | 20px | 20px | 500 | Small headings and intro lines |
| H6 | 18px | 18px | 500 | Buttons and labels |
| Body | 17px | 17px | 400 | Paragraph text |
| Body Small | 13px | 13px | 400 | Captions and footnotes |

## 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.