Brand
Guidelines
Version 1.2, November 2026
A product of PT Arfadia Digital Indonesia
arfadia.com
Contents
What is inside
01
Brand
4
02
Voice
10
03
Logo
15
04
Color
24
05
Typography
29
06
UI style
33
07
Graphic language
38
08
Applications
44
09
Checklist and contact
52
Arfadia Intelligence Brand Guidelines 1.2
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Introduction
How to use this guide
These pages set the rules for everything that carries the Arfadia Intelligence name. Follow them as written; they exist so a client sees one product, wherever they meet it.
Who it is for
The Arfadia team, Instinct designers and developers, and partners who produce material that carries the Arfadia Intelligence name.
What it covers
Brand, voice, logo, color, type, graphic language and the places people meet the product: portal, reports, social, email.
When in doubt
Pick the clearer option. Then ask the Arfadia team before anything new goes out.
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01
Brand
What Arfadia Intelligence is, what it promises, and how it sits under Arfadia.
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Who we are
One portal per project
Arfadia Intelligence is a per-project analytics portal. It puts performance summaries, search visibility, brand mentions in AI answers, links, site health, targets and priorities in one place, so owners, marketers and technical teams read the same numbers.
Three views of one project
Executive
Condition, targets, decisions and the next step.
Marketing
Demand, content, opportunities and visibility in search and AI answers.
Technical
Site health, speed, links and the detailed data behind them.
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Brand promise
Understand your digital performance. Check the evidence. Decide the next step with Arfadia.
Numbers with context.
Evidence before conclusions.
From measurement to priorities.
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Personality
Four attributes
Clear
We are
Plain words, one idea at a time, jargon explained once.
We are not
Clever, vague or crowded.
Calm
We are
Measured and steady. Honest about what is not measured yet.
We are not
Hype, alarm or urgency for its own sake.
Evidence-based
We are
Every number with its period, source and date.
We are not
Claims we cannot show.
Close to decisions
We are
Each insight ends with a next step and an owner.
We are not
Reports that stop at the chart.
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Brand architecture
How it sits under Arfadia
Company brand
Product brand
Write the full name, Arfadia Intelligence, in sentences. Never shorten it to AI, Intelligence or Arfadia AI.
The logo spells intelligence in lowercase. In running text both words start with a capital.
The assistant inside the portal is called Ask Arfadia Intelligence.
Arfadia stays the company brand. Contracts, invoices and proposals carry the Arfadia logo.
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Brand
Two brands, one loop
Both brands use the same two accents in opposite roles, because each needs the other.
Arfadia, the agency
Teal leads: people, strategy and execution. Purple supports: the data behind the work.
Arfadia Intelligence, the product
Purple leads: measurement, evidence and insight. A little Teal: the one moment the Arfadia team steps in.
Intelligence shows what is happening
Arfadia decides and acts
Results return as new data
On every screen this becomes one rule: Purple for what the data says, Teal for the one thing the Arfadia team does next.
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02
Voice
How we sound when we write about numbers.
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Voice
Voice and tone
Personality stays fixed; tone adjusts to the reader. An owner wants the decision, a developer wants the URL. Both get the source.
Attribute
In writing
Sounds like
Clear
Short sentences and plain verbs. Define a term the first time.
"Impressions are how often your pages appeared in search."
Calm
No exclamation marks, no superlatives, no alarm.
"Clicks fell this week. Two pages explain most of the drop."
Evidence-based
Period, source and date next to every figure.
"Search data, 1 to 31 October 2026."
Close to decisions
Close with the next step and who takes it.
"Next step: rewrite two page titles. Arfadia drafts them by Friday."
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Voice
Write this, not that
Write this
Not this
Your brand appeared in 14 of 40 tracked AI answers in October.
Avoid
AI loves your brand!
Targets are working goals agreed with your team.
Avoid
Guaranteed page-one rankings.
Waiting for a lead source. This is not zero.
Avoid
0 leads
Send your priorities to the Arfadia team for review.
Avoid
Approved automatically. Work starts now.
Figures in the first example are for illustration only.
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Voice
Words we use
Three words carry most of the product: recorded, target and waiting for a source. Use them the same way in the portal, in reports and in sales material.
Use
recorded
target
waiting for a source
period
source date
evidence
mention
citation
priority
next step
baseline
scenario
Avoid
guaranteed
instant
real-time (unless it is)
explode
dominate
magic
revolutionary
all your data
fully automated
AI-powered everything
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Voice
Claims we can and cannot make
We can say
We do not say
Three views for different decisions.
Each account role has passed a full security test.
Answers refer to the sources and dates on record.
The assistant knows your whole business in real time.
See records of where AI answers mentioned or cited your brand.
We control what AI says about you.
Track targets and progress against a baseline.
Targets are guaranteed.
Download the reports and data that are available.
Every export works for every size, language and period.
Send your scope to the team for review.
Proposals, approvals, billing and work run automatically.
From the product brief of 14 November 2026. Check every claim against the live portal on the day you publish.
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03
Logo
One mark, built from the Arfadia A.
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Logo
The primary logo
The cut A and intelligence, both in Navy. On dark backgrounds the same logo in White. Purple and Teal never go into the logo.
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Logo
Anatomy
The cut A
The leaf, the triangle and the base come unchanged from the official Arfadia mark, in Navy.
The open side
The right swoosh is left out (dotted outline). The space it leaves belongs to the product name.
The word
intelligence in Poppins Thin, lowercase, letter-spacing +2%. Always taken from the master file, never retyped.
The angle
The triangle and the base lean about 18 degrees. That angle returns in the graphic language.
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Logo
Three versions
Horizontal
Primary. Headers, documents, the website.
Stacked
Square and tall spaces: login screen, covers, avatars.
Symbol
App icon, favicon and small spaces where the full name already appears nearby.
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Logo
Color versions
The logo has one color: Navy, or White on dark. Purple and Teal stay in the interface around it, never inside it.
Navy, primary, on White and light surfaces
White, on Navy and dark surfaces
Navy on light glass, portal header, light theme
White on dark glass, portal header, dark theme
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Logo
Clear space
Keep 1x of empty space on every side.
x is the height of the base piece of the A. No text, edge, photo or other logo enters this area. The shaded squares show 1x.
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Logo
Minimum size
Measured on the height of the A. The stroke of Poppins Thin is 2% of its size, so it reaches 1 px only at 50 px. Below 72 px the word switches to Poppins Light.
Version
Screen
Print
Horizontal, master
72 px and up
12 mm
Horizontal, small-use
24 to 71 px
not used
Stacked, master
104 px and up
20 mm
Symbol
16 px and up
5 mm
Master file, Thin word, 72 px and up
Small-use file, Light word, 24 to 71 px
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Logo
Do not
Rebuild the full Arfadia mark
Stretch or squash
Add gradients, glows or shadows
Retype or capitalize the word
Put Purple in the logo
Put Teal in the logo
Rotate or tilt
Change the order
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Logo
With Arfadia and with clients
Arfadia endorsement
For first contact and the website. A vertical rule sits between the two logos with 2x of space on each side.
Client logo
Client reports
The client logo matches the height of the A. Get the client's written approval before you publish.
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04
Color
Navy and White carry the brand. Purple marks the data. Teal is rare.
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Color
The palette
Navy
#091F44
RGB 9, 31, 68
The logo, text, structure and dark surfaces.
Purple
#6E3BF8
RGB 110, 59, 248
Interface accent: the data and the active state. Never in the logo.
White
#FFFFFF
RGB 255, 255, 255
Space and light surfaces.
Teal
#12D6B0
RGB 18, 214, 176
Rare. One main action per screen, handed to the Arfadia team.
Support tones
Light Purple #A248F8
Purple on Navy
Navy 70% #53627C
Secondary text
Navy 15% #DADDE3
Borders, grid lines
Navy 4% #F6F7F9
Quiet surfaces
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Color
Proportion
Most surfaces are White. Navy carries the logo and the words. Purple marks the data and whatever is active. Teal stays small: one main action per screen, where the Arfadia team steps in.
Arfadia, the agency, runs the pair the other way round: Teal leads, Purple supports. No red, yellow or green here; a drop is an arrow and a word.
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Color
Contrast pairs
Pair
Ratio
Use
Navy and White, either way
16.3 : 1
All text at all sizes, Thin included
Purple and White, either way
5.8 : 1
Text, buttons, links, lines and icons
Navy and Teal, either way
8.7 : 1
Text, buttons, lines and icons
Navy 70% on White
6.2 : 1
Secondary text
Light Purple on Navy
3.7 : 1
Lines, icons, chart marks, text 24 px and up
Purple next to Teal
3.1 : 1
Large shapes only, never text
Purple on Navy
2.8 : 1
Fills only, with White text on them
Teal on White
1.9 : 1
Fills only, with Navy text. Never text or thin lines
Ratios computed with the WCAG 2.2 formula. Text needs 4.5 : 1, or 3 : 1 at 24 px and up. Icons, chart marks and control edges need 3 : 1.
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Color
Purple and Teal in the interface
View evidence
Ask Arfadia to act
Read how this is measured
Recorded: 1,284 clicks
On White: Purple for data, links and active states. Teal fills the one main action on the screen, always with Navy text.
View evidence
Ask Arfadia to act
Read how this is measured
Recorded: 1,284 clicks
On Navy: Light Purple for links, lines, icons and big numbers. Teal for the one main action. Small text stays White.
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05
Typography
One family, five weights.
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Typography
Poppins
Aa
Geometric sans serif by Indian Type Foundry. Free under the SIL Open Font License and available on Google Fonts.
Thin 100
The logo word and display lines, 50 px and up
Light 300
Large display text and quotes
Regular 400
Body text
Medium 500
Labels, buttons and numbers in tables
SemiBold 600
Headings
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Typography
Type scale for screens
Style
Weight
Size / line, px
Use
Display
Thin 100 or Light 300
64 / 72
Hero lines, covers
Heading 1
SemiBold 600
40 / 48
Page titles
Heading 2
SemiBold 600
28 / 36
Section titles
Heading 3
Medium 500
20 / 28
Card titles
Body
Regular 400
16 / 26
Paragraphs
Small
Regular 400
14 / 22
Notes, sources, dates
Label
Medium 500
12 / 16
Tabs, chips, axis labels. The minimum.
Numbers
Medium 500, tabular figures
as the line
KPI values and tables
Slides use the same styles at about twice these sizes, never under 24 px. Print follows the screen scale in points.
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Typography
Using Thin well
Example
Numbers with context.
Clicks, 1 to 31 October
50 px and up
Its stroke is 2% of the font size: 1 px at 50 px. In print, 24 pt and up.
Navy and White only
Thin text sits on White or Navy, the two pairs at 16.3 : 1.
Never for reading
No body text, labels, buttons or table numbers in Thin.
Pair it with weight
Next to Thin, use SemiBold. Two light weights together look washed out.
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06
UI style
Raised glass: clear like glass, lifted off the page.
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UI style
Raised glass
Light
Fill White 86% to 52%, blur 24 px, edge 2 px White 95%. Light from above: a White line inside the top edge. A soft shadow below: 0 20 40, Navy 16%.
Dark
Fill White 16% to 5%, blur 24 px, edge 2 px White 22%. Inner top line White 22%. Shadow 0 20 40, Black 50%.
Rules
Glass needs color behind it: soft Purple fields on the canvas. One glass layer, never glass on glass. Text keeps 4.5 : 1 at its worst spot.
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UI style
Raised glass for data
Rings and donuts
Thick glass ring with a light line on its outer rim and a shade on its inner rim. The center is a raised glass disc carrying the number.
Bars and wells
Bars sit in a sunken glass well. The current bar is Purple with a light edge; the rest are clear glass or Navy tints.
Rules
Depth is decoration. The marks themselves still reach 3 : 1, and every value keeps its period and source.
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UI style
Room to breathe
Too tight, the button touches the edge and the lines stack up
With room, the same content, easy to read
Card padding
32 px in the portal, 24 px on phones, 48 px in slides and print. Nothing touches the edge of its card.
Inside a card
Label to value 12 to 16 px. Value to note 12 to 16 px. Text to button 24 to 32 px.
Between blocks
Cards 24 px apart. Page sections 96 px apart on desktop, 64 px on phones.
Lines
Body 1.5 line height, at most about 70 characters per line.
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UI style
Tokens for developers
Token
Light
Dark
--ai-accent
#6E3BF8
#A248F8
--ai-action
#12D6B0, Navy text, one per screen
same
--ai-ink, --ai-ink-2
#091F44, #53627C
#FFFFFF, #B5BCC7
--ai-canvas
#F6F7F9 with soft Purple fields
#091F44 with Purple fields
--ai-glass
White 86% to 52%, blur 24, edge White 95%
White 16% to 5%, blur 24, edge White 22%
--ai-glass-shadow
0 20 40 Navy 16%, inner top line White
0 20 40 Black 50%, inner top line White 22%
--ai-well
inset 0 3 8 Navy 10%
inset 0 3 8 Black 35%
--ai-space
card 32 (phone 24), inside 12 to 32, cards 24 apart
same
--ai-radius, --ai-motion
card 28, control 999; 200 to 600 ms ease-out
same, with a pause button
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07
Graphic language
Few elements, used the same way every time.
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Graphic language
The 18-degree slant
The triangle and base of the A lean 18 degrees. It is the only angle we use for slanted things.
18°
Measured on the logo: 5.0 across for every 15.1 up.
Graphic language
Section marker
The short Purple bar before every label in this guide.
Progress ends
The end of a progress or target bar is cut at the same angle.
Crops
One edge of a photo or screenshot may be cut at 18 degrees. Never more than one.
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Graphic language
Three data states
The portal keeps these three apart everywhere: cards, charts, tables and reports. Each state has its own fill and its own word.
Recorded
A measured value from a named source and date.
Target
A working goal agreed with the client. Never a guarantee.
Waiting for a source
The panel exists; the data is not connected yet. Missing data is not zero.
Every number shows its period and its source, right next to it.
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Graphic language
Charts
Example: Purple bars this period, gray bars last period, dashed line the target. Figures are illustrative.
Order on White
Purple first, then Navy, then Navy 40% and 15% for the rest.
Order on Navy
Light Purple first, then White, then White 40% for the rest.
Targets
A dashed Navy line (White on dark) with the word Target next to it.
Teal never plots data
It is kept for actions: buttons and next steps.
Up and down
An arrow and a word: "Up 12%". Never color alone. Period and source under every chart.
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Graphic language
Icons
Style
One simple icon set, Font Awesome 6 Free on the web. Place icons as inline SVG so they never depend on a font loading.
Color
Navy on White, White on Navy. Purple (Light Purple on dark) marks only the active or selected item.
With words
An icon sits next to a word. It never replaces the word.
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Graphic language
Imagery
Show the product, not the idea of AI.
Use
The real product, with client data removed or approved in writing.
One panel, one idea per screenshot.
People at work in natural light, when a photo is needed at all.
Avoid
Robots, glowing brains, circuit boards, falling code.
Stock dashboards with invented numbers.
Screens showing client names, figures or vendor brands without permission.
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08
Applications
How the brand looks where people meet it.
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Applications
Portal, light theme
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Applications
Portal, dark theme
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Applications
Ask Arfadia Intelligence
Purple reads the data and answers with sources. Teal hands the one thing that needs doing to the Arfadia team.
Purple reads
The assistant answers from the project data, with a source line and dates.
Teal acts
A request to change, approve or start work becomes the one Teal button and goes to the Arfadia team.
Raised glass panel
The panel floats over the dashboard: blur 24, White edge, a light line on top and a soft shadow below.
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Applications
App icon and favicon
A Navy tile with the A in White. The same file serves the home screen, the installed app and the browser tab.
App icon
Home screen
32 px
16 px
File
Size
Use
favicon.svg and favicon.ico
scalable, 16 to 48
Browser tabs
apple-touch-icon.png
180
iPhone and iPad home screen, opaque background
icon-192.png, icon-512.png, icon-512-maskable.png
192, 512
Android and the installed web app
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Applications
Reports
Monthly performance report
[Project name]
Period: [1 to 31 October 2026]
Prepared by Arfadia
2 / 39
Search momentum
What changed and why, in two sentences.
Source: search data, 1 to 31 Oct 2026
Cover
Navy, White logo top left, title in Thin, project and period below.
Inner pages
White, small logo and page count in the header, source line in the footer.
PDF exports
Tables show up to 25 rows per section; full data goes out as CSV.
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Applications
Social posts
Arfadia Intelligence
Numbers with context.
See the evidence behind every figure.
LinkedIn, 1200 x 627. Statement post.
14 of 40
tracked AI answers mentioned the brand in October.
Source: AI answer records, Oct 2026. Example figures.
Instagram, 1080 x 1350. Data post.
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Applications
Email
Header
White band, small-use logo (Light word) about 40 px high, Navy 15% rule below.
Body
Plain text. Poppins where supported, Arial as the fallback.
Signature
Symbol, name and role, product name and arfadia.com. No quotes, banners or extra logos.
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Checklist
Before you publish
Use the master logo files, Navy or White. No Purple or Teal in the logo.
Check contrast for every text and color pair, glass included.
Keep Thin text at 50 px and up; below 72 px use the small-use logo.
Every number shows its period and source. Check claims against the live portal.
No guarantees, invented results or prices unless approved.
No technology vendor names in client-facing copy.
No client data without written permission.
Give every card room: nothing touches its edge, buttons sit 24 px or more below the text.
Raised glass sits on soft Purple fields, one layer only.
Purple for what the data says; one Teal action per screen.
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Questions about the brand? Ask the Arfadia team before anything new goes out.
Website
arfadia.com
WhatsApp
+62 811 2502 8028
Brand files
Logo SVG set, app icons, favicon
Arfadia Intelligence Brand Guidelines, version 1.2, 14 November 2026. PT Arfadia Digital Indonesia.