.MD105-studio-brand-system.md

105 Studio — Brand System

brand.105.studio · ARG / USA

Color Palette

Electric Blue#2b66fd

Primary brand color — bold, saturated, confident

Warm Offwhite#efeeea

Primary neutral surface — never pure white

Deep Black#0a0a0a

Not pure black — rich and warm

Burnt Orange#FF5A1F

Selective accent — one element maximum per composition

Typography

PP Neue Montreal — Primary

Headlines · Body · Brand wordmarks

Space Grotesk — UI

Labels · Metadata · Captions

Always name typefaces explicitly in AI prompts — "PP Neue Montreal" not "geometric sans-serif."

Design Principles

Grid-based composition — Deliberate structure, nothing accidental. Every element aligned to an underlying grid.

Bold contrast — Strong figure-ground relationships. Not subtle — clear and decisive.

Purposeful negative space — Emptiness is active, not absent. Whitespace is a design element.

Clean geometry — Circles, rectangles, lines. No organic shapes unless the brief explicitly requires them.

Sharp edge quality — Defined and precise, not soft or diffuse.

Design Tokens (CSS)

/* Brand colors */
--color-blue:     #2b66fd;
--color-offwhite: #efeeea;
--color-black:    #0a0a0a;
--color-orange:   #FF5A1F;

/* Typography */
--font-primary: "PP Neue Montreal", "Helvetica Neue", sans-serif;
--font-ui:      "Space Grotesk", "Helvetica Neue", sans-serif;

/* Structure */
--border-width:  0.5px;
--border-radius: 2px;

Icon Library

Six brand icons available in Black, Blue, and White variants.

AICodeDesignSEOSpeedStrategy

What 105 Studio Is NOT

These are disqualifying. If a generated asset contains any of these, it is off-brand.

Not warm or cozy — No rounded organic shapes, no warm earth tones, no lifestyle warmth

Not playful or whimsical — No hand-drawn elements, no casual illustration styles

Not ornate or decorative — No gradients, no textures for texture's sake, no flourishes

Not generic — No stock photo aesthetic, no clip-art iconography, no corporate blandness

Not pure black/white — Always #0a0a0a and #efeeea — never #000000 or #ffffff

AI Prompt Quick Reference

Always include

Hex codes: #2b66fd, #efeeea, #0a0a0aTypeface: "PP Neue Montreal"Style: "Swiss International Style"Structure: "grid-based composition"

Always exclude

warm tones, organic shapesrounded forms, gradientsdrop shadows, lifestyle propsdecorative flourishes

Brand Intelligence

Design.MD

A portable brand system document. Upload it to any AI tool to give it instant knowledge of 105 Studio's visual identity — colors, typography, principles, and what to avoid.

How to use

Claude.ai

Add to a Project as a knowledge file. Every conversation in the project inherits the brand context automatically.

ChatGPT

Upload to a conversation or save to a GPT's knowledge base to give it 105 Studio brand awareness.

Any AI tool

Paste the contents at the start of a prompt to give the model complete brand context before generating assets.

File details

FormatMarkdown (.md)

Contents8 sections

Approx. size~3 KB