Brand Guidelines
Apothem brand naming discipline, logo variants, color palette, and asset guidelines for consistent brand application.
Apothem uses a two-form brand discipline:
| Form | Usage | Examples |
|---|---|---|
| Apothem | Display form -- all prose, headings, UI, documentation | Apothem vX.Y.Z, Install Apothem |
| apothem | Identifier form -- CLI commands, package names, file paths | npx @ahmed-g-gad/apothem, apothem install |
Never use: ApoThem (camel case), Apo-them (hyphenated), APOTHEM (all caps), or lowercase apothem in prose. Apothem is the only display form.
Tagline
one profile, every harness
The tagline is written in lowercase, exactly as the wordmark lockups and social cards carry it.
Logo
The Apothem mark is a regular flat-top hexagon with six apothems fanning from
a shared center to the midpoint of every edge, an inscribed circle through those
six midpoints, and a source node at the center. The apothem to the top edge is
emerald and the other five are slate; the geometry is specified in
assets/DESIGN-SYSTEM.md.
Light and dark variants are available at assets/logo.svg and
assets/logo-dark.svg. Horizontal lockups live at assets/logo-wordmark.svg
and assets/logo-wordmark-dark.svg.
The browser favicon deliberately uses the compact assets/favicon.svg monogram
instead of the full mark; at 16px the monogram is clearer in browser tabs
and pinned surfaces.
See Logo usage for permitted uses and clear-space requirements.
Palette
See Palette for the full color specification.
Harness colors
See Harness colors for the per-harness brand-color table used in mermaid diagrams, harness pages, and adapter-status indicators.
Asset-palette rationale
The peripheral nodes on the Apothem mark are decorative geometry — they evoke the hub-and-spokes architecture without encoding the harness count, so the mark stays stable as adapters are added. Color assignments for the harness palette live at Harness colors; the accessibility posture and the per-surface propagation rules are documented on that page.
Asset rebuild
See Rebuild recipe for instructions on regenerating raster assets from the master SVGs.
Code of conduct
Apothem community code of conduct.
Brand palette
Apothem core brand colors and the fifteen harness brand colors, which are defined on the Harness colors page. The single source of truth for the core colors is the canonical design tokens at assets/design-tokens.css; the site mirrors those values.