ChAI

📋 1 Guidelines

🔗 Connections

Sector

Insurance Software

Region

United kingdom

Guideline Year

2023

Language

English

Tags

Software

Official Websites

Brand Guidelines

2023

Brand Summary

Mission
  • Making the companies whose products we depend on everyday more resilient. ChAI transforms the way companies approach procurement by providing informed and protected decisions through deep market analysis and risk mitigation using AI technology [^1].
Core Values
  • Simplicity
  • Empowerment
  • Transformation
  • Protection
  • Innovation
  • Authenticity
  • Resilience
  • Clarity
  • Growth
  • Positive impact
Target Audience
  • Companies involved in raw material procurement, including both large teams with specialist analysts and smaller teams where managers cover broader sets of commodities. The audience values robust procurement strategies, market insights, and risk protection [^2].
Personality Traits
  • Charismatic
  • Compelling
  • Visionary
  • Passionate
  • Sincere
  • Calm
  • Transformative
  • Confident
  • Idea-driven
  • Innovative
Visual Identity Overview
  • The visual identity is clean, minimalistic, and professional, featuring a dark green background, white serif and sans-serif fonts, and an abstract orange brandmark. The color palette is derived from commodities, with clear guidelines for logo usage, iconography, and image styles that emphasize commodities at their source and product-specific interactions. The brandmark visually represents both ‘Insight’ and ‘Protect’ aspects of the business [^3].

Categories

Brand Voice
  • Our tone of voice is very charismatic & compelling.
  • We show our audience the ability to rise above the crowds. We are promoting faith and wonder; and promise change, and transformation through ChAI’s products and services.
  • We often talk about a compelling vision and the manifestation of miracles. Our tone of voice is always passionate, sincere, and calm. And in doing so, we leave our audience feeling transformed and astounded.
Brand Imagery
  • These are commodities at their source. These images shouldn’t include any humans and should almost appear as a pattern for usage behind Product Phase images (see following page).
  • These are product specific images and always have people interacting with the final product created by the commodity shown on the previous page.
  • Isolated hand images are used to highlight a spcific commmodity.
  • The hand images are paired with the rawest form of the commodity only.
Color Palette
  • Our primary palette consists of eight colours derived from our commodities.
  • Refer to the Aa label on each colour swatch to determine whether Wheat or Cocoa is accessible for copy on each.
  • Wheat HEX #F9F3E9 RGB 249 / 243 / 233 CMYK 3 / 5 / 10 / 0
  • Plantation HEX #16452C RGB 22 / 69 / 44 CMYK 88 / 44 / 85 / 53
  • Steel HEX #D5E4DB RGB 213 / 228 / 219 CMYK 20 / 4 / 17 / 0
  • Husk HEX #D3DAC4 RGB 211 / 218 / 196 CMYK 22 / 8 / 27 / 0
  • ChAI Orange HEX #FF7528 RGB 255 / 117 / 40 CMYK 0 / 64 / 84 / 0
  • Cocoa HEX #25170A RGB 37 / 23 / 10 CMYK 61 / 69 / 73 / 85
  • Pine HEX #0B2216 RGB 11 / 34 / 22 CMYK 87 / 58 / 77 / 79
  • Cloud HEX #FFFFFF RGB 255 / 255 / 255 CMYK 0 / 0 / 0 / 0
  • Use of our primary palette is a key part of the ChAI brand identity, please take note of the appropriate use for each colour.
  • Plantation should be used secondly to Wheat, it is the only other background colour.
  • ChAI Orange is our signature accent colour and should be used on call to action’s only, ie. buttons.
  • Steel is used to represent the ‘Insight’ half of ChAI. Cocoa should be used for copy only, never backgrounds or in solid.
  • Husk is used to represent the ‘Protect’ half of ChAI.
  • Pine is to be used sparingly across on digital assets where an alternate green is required, ie. website footer. Cloud is to be used sparingly where required, ie. data/chart backgrounds or website panels.
  • Wheat should be used primarily backgrounds where there is heavy copy.
  • Our secondary palette is to be used across our online platform and within any data or graphs only.
  • Coffee HEX #5F442E RGB 95 / 68 / 46 CMYK 42 / 58 / 72 / 55
  • Copper HEX #CF6C36 RGB 207 / 108 / 54 CMYK 15 / 65 / 85 / 53
  • Corn HEX #D2B741 RGB 210 / 183 / 65 CMYK 20 / 22 / 83 / 4
  • Soybean HEX #EFE5D5 RGB 239 / 229 / 213 CMYK 7 / 10 / 18 / 0
  • Sugarcane HEX #818B3C RGB 129 / 139 / 60 CMYK 53 / 30 / 88 / 14
  • Aluminium HEX #C3C3C3 RGB 195 / 195 / 195 CMYK 27 / 20 / 21 / 2
  • Sky HEX #DBF6F4 RGB 219 / 246 / 244 CMYK 17 / 0 / 8 / 0
  • Cobalt HEX #6873AF RGB 104 / 115 / 175 CMYK 67 / 55 / 6 / 0
Typography
  • We have three primary typefaces, Reckless Neue, Helvetica Now Display & F37 Lineca. Please see page 28 on how to use them correctly.
  • Aa Reckless Neue Regular Aa Aa Helvetica Now Display Regular, Italics & Bold F37 Lineca Book HEADLINES PARAGRAPH TEXT SUBLINES & TAGS
  • In instances where our primary typefaces cannot be used, please use these in place (ie. G-suite).
  • HEADLINES Aa Aa Aa Times New Roman Helvetica Regular, Azeret Mono Regular Italics & Bold Regular PARAGRAPH TEXT SUBLINES & TAGS
  • Whenever we write and design copy in various layouts, please ensure to use the following type rules as guidelines. Our type is always justified left or centred. Please note where using Helvetica Now Display, Stylistic Set 1should be applied in OpenType settings & Italics and Bold weights are also available for use where required.
  • TAGS: F37 LINECA BOOK SOPT/8% TRACKING I ALL CAPS
  • HEADLINES: RECKLESS NEUE REGULAR I -5% TRACKING I SENTENCE CASE
  • SUBLINES: F37 LINECA BOOK [ -10PT/-2% TRACKING I SENTENCE CASE
  • BODY COPY: HELVETICA NOW DISPLAY PRO REGULAR I 0% TRACKING I STYLISTIC SET 1
  • BUTTONS: F37 LINECA BOOK SOPT/8% TRACKING I ALL CAPS
Logo Usage
  • Our logo is the most important asset of our brand and should be used in these full colour versions where possible. Please do not recreate the logo or brand mark, use only supplied files.
  • Where it isn’t possible to use our full colour logo, our mono logo can be used in either Coffee, Wheat, White or Black.
  • Our brand mark was carefully crafted to represent the two parts of ChAI; Insight and Protect. It is able to be used in isolation occasionally in various collateral items (see applications for examples).
  • To ensure the ChAI logo and symbol have maximum impact across all applications, an area of clear space should always surround them.
  • 120px or 42mm wide
  • 20px or 7.5mm wide
  • Our logo is our most sacred asset, please don’t alter it in any way. The same rules apply to our brandmark.
    1. Don’t angle it
    1. Don’t change the colour of our symbol
    1. Don’t add a drop shadow
    1. Don’t disort it
    1. Don’t remove the brandmark
    1. Don’t change the size of any elements
    1. Don’t outline it
    1. Don’t add a stroke
  • The ChAI brandmark should be used in any instances where the logo isn’t legible, ie. the favicon. It should only ever appear in our signature ChAI Orange for maximum recognisability.
Tone And Messaging
  • Ensuring we adhere to our tone of voice is key across all messaging.
  • Our tone of voice is very charismatic & compelling.
  • We show our audience the ability to rise above the crowds. We are promoting faith and wonder; and promise change, and transformation through ChAI’s products and services.
  • We often talk about a compelling vision and the manifestation of miracles. Our tone of voice is always passionate, sincere, and calm. And in doing so, we leave our audience feeling transformed and astounded.
Brand Values
  • Our brand’s unique reason for being. This drives how we deliver moments that delight our audiences, powering inspiring and authentic content that shapes our brand marketing behaviour.
  • Making the companies whose products we depend on everyday more resilient.
  • ChAI gives our customers a transformative approach to interrogating raw material markets in a way that was previously only available from complex financial institutions. Using the latest AI technology, our ChAI Insight and ChAI Protect products respectively uncover deep analysis of markets and provide protection against risk to drive powerful procurement strategies.
  • Simplicity and narrative in price analysis creates a sense of empowerment to make bold strategic decisions.
  • ChAI is in a league of its own and able to lead the market to embrace AI as the new approach to manage commodity price risk.
  • ChAI applies the positive potential of AI to the physical world and impacts lives for the better through improved commodity buying and selling.
  • Raw material markets made simple - ChAI gives you the comfort of insight and protection (Simplicity - Transforming The Complex & Risky To The Accessible & Safe)
  • ChAI makes the complex simple. We analyse a world of data so you don’t have to, using the latest AI technology to find patterns and trends (ChAI Insight) in raw material markets that you can use in your procurement strategies. We also provide protection (ChAI Protect) to mitigate market risk, and insure the growth of your business. Our aim is to transform the way you approach procurement to make decisions that are informed and protected.
  • Simplicity and clear narratives in analysing raw material markets creates a potent sense of empowerment to make bold strategic decisions, knowing that any risk is protected.
  • ChAI is in a league of its own and able to lead the market to embrace AI as the new approach to manage and protect raw material procurement risk.
  • ChAI applies the positive potential of AI to the physical world and impacts lives for the better through a dramatically new approach to buying and selling the raw materials that go into making our the products that surround us every day.
  • The Magician Archetype makes dreams come true by using knowledge of how the world works. Magician brands are transformative. It’s quite common for them to display traits that have a spiritual or psychological element. They want to expand our collective consciousness..
  • When it comes to seeing the Magician in action, one can expect brands that are very compelling and charismatic. They show their audience the ability to rise above the typical crowd. This creates a confidence in the brand, creating attention and curiosity from customers. These brands tend to promote wonder, a promise for change, and transformation through their product or service.
  • The Magician is interested in new ways and finding solutions that are not yet imagined, as well as products not yet built. They are an idea-driven powerhouse, thriving on vision and intuition. These tendencies support their title as the Magician because they seem to make innovation and the brand itself a magical experience.
Visual Style
  • Our logo is the most important asset of our brand and should be used in these full colour versions where possible. Please do not recreate the logo or brand mark, use only supplied files.
  • Where it isn’t possible to use our full colour logo, our mono logo can be used in either Coffee, Wheat, White or Black.
  • To ensure the ChAI logo and symbol have maximum impact across all applications, an area of clear space should always surround them.
  • 120px or 42mm wide
  • 20px or 7.5mm wide
  • Our logo is our most sacred asset, please don’t alter it in any way. The same rules apply to our brandmark.
    1. Don’t angle it
    1. Don’t change the colour of our symbol
    1. Don’t add a drop shadow
    1. Don’t disort it
    1. Don’t remove the brandmark
    1. Don’t change the size of any elements
    1. Don’t outline it
    1. Don’t add a stroke
  • The ChAI brandmark should be used in any instances where the logo isn’t legible, ie. the favicon. It should only ever appear in our signature ChAI Orange for maximum recognisability.
  • Our primary palette consists of eight colours derived from our commodities.
  • Wheat HEX #F9F3E9 RGB 249 / 243 / 233 CMYK 3 / 5 / 10 / 0
  • Plantation HEX #16452C RGB 22 / 69 / 44 CMYK 88 / 44 / 85 / 53
  • Steel HEX #D5E4DB RGB 213 / 228 / 219 CMYK 20 / 4 / 17 / 0
  • Husk HEX #D3DAC4 RGB 211 / 218 / 196 CMYK 22 / 8 / 27 / 0
  • ChAI Orange HEX #FF7528 RGB 255 / 117 / 40 CMYK 0 / 64 / 84 / 0
  • Cocoa HEX #25170A RGB 37 / 23 / 10 CMYK 61 / 69 / 73 / 85
  • Pine HEX #0B2216 RGB 11 / 34 / 22 CMYK 87 / 58 / 77 / 79
  • Cloud HEX #FFFFFF RGB 255 / 255 / 255 CMYK 0 / 0 / 0 / 0
  • Use of our primary palette is a key part of the ChAI brand identity, please take note of the appropriate use for each colour.
  • Plantation should be used secondly to Wheat, it is the only other background colour.
  • ChAI Orange is our signature accent colour and should be used on call to action’s only, ie. buttons.
  • Steel is used to represent the ‘Insight’ half of ChAI. Cocoa should be used for copy only, never backgrounds or in solid.
  • Husk is used to represent the ‘Protect’ half of ChAI.
  • Pine is to be used sparingly across on digital assets where an alternate green is required, ie. website footer. Cloud is to be used sparingly where required, ie. data/chart backgrounds or website panels.
  • Wheat should be used primarily backgrounds where there is heavy copy.
  • Our secondary palette is to be used across our online platform and within any data or graphs only.
  • Coffee HEX #5F442E RGB 95 / 68 / 46 CMYK 42 / 58 / 72 / 55
  • Copper HEX #CF6C36 RGB 207 / 108 / 54 CMYK 15 / 65 / 85 / 53
  • Corn HEX #D2B741 RGB 210 / 183 / 65 CMYK 20 / 22 / 83 / 4
  • Soybean HEX #EFE5D5 RGB 239 / 229 / 213 CMYK 7 / 10 / 18 / 0
  • Sugarcane HEX #818B3C RGB 129 / 139 / 60 CMYK 53 / 30 / 88 / 14
  • Aluminium HEX #C3C3C3 RGB 195 / 195 / 195 CMYK 27 / 20 / 21 / 2
  • Sky HEX #DBF6F4 RGB 219 / 246 / 244 CMYK 17 / 0 / 8 / 0
  • Cobalt HEX #6873AF RGB 104 / 115 / 175 CMYK 67 / 55 / 6 / 0
  • We have three primary typefaces, Reckless Neue, Helvetica Now Display & F37 Lineca. Please see page 28 on how to use them correctly.
  • In instances where our primary typefaces cannot be used, please use these in place (ie. G-suite).
  • Whenever we write and design copy in various layouts, please ensure to use the following type rules as guidelines. Our type is always justified left or centred. Please note where using Helvetica Now Display, Stylistic Set 1should be applied in OpenType settings & Italics and Bold weights are also available for use where required.
  • HEADLINES: RECKLESS NEUE REGULAR I -5% TRACKING I SENTENCE CASE
  • BODY COPY: HELVETICA NOW DISPLAY PRO REGULAR I 0% TRACKING I STYLISTIC SET 1
  • BUTTONS: F37 LINECA BOOK SOPT/8% TRACKING I ALL CAPS
  • A collection of custom icons have been created for use across the ChAI brand, particularly on the website and pitch decks.
  • These are commodities at their source. These images shouldn’t include any humans and should almost appear as a pattern for usage behind Product Phase images (see following page).
  • These are product specific images and always have people interacting with the final product created by the commodity shown on the previous page.
  • The below examples show how each image style is to be used within each of the ChAI Protect and ChAI Insight shapes.
  • Isolated hand images are used to highlight a spcific commmodity.
  • The hand images are paired with the rawest form of the commodity only.
Iconography
  • A collection of custom icons have been created for use across the ChAI brand, particularly on the website and pitch decks.
Layout And Composition
  • Our type is always justified left or centred.
  • Please note where using Helvetica Now Display, Stylistic Set 1 should be applied in OpenType settings & Italics and Bold weights are also available for use where required.
  • HEADLINES: RECKLESS NEUE REGULAR I -5% TRACKING I SENTENCE CASE
  • SUBLINES: F37 LINECA BOOK [ -10PT/-2% TRACKING I SENTENCE CASE
  • BODY COPY: HELVETICA NOW DISPLAY PRO REGULAR I 0% TRACKING I STYLISTIC SET 1
  • BUTTONS: F37 LINECA BOOK SOPT/8% TRACKING I ALL CAPS
  • To ensure the ChAI logo and symbol have maximum impact across all applications, an area of clear space should always surround them.
  • 120px or 42mm wide
  • 20px or 7.5mm wide
  • Our logo is our most sacred asset, please don’t alter it in any way. The same rules apply to our brandmark.
    1. Don’t angle it
    1. Don’t change the colour of our symbol
    1. Don’t add a drop shadow
    1. Don’t disort it
    1. Don’t remove the brandmark
    1. Don’t change the size of any elements
    1. Don’t outline it
    1. Don’t add a stroke
Brand Archetype
  • Our brand archetype and how we use it to bring our brand to life visually and verbally.
  • Magician.
  • The Magician Archetype makes dreams come true by using knowledge of how the world works. Magician brands are transformative. It’s quite common for them to display traits that have a spiritual or psychological element. They want to expand our collective consciousness..
  • When it comes to seeing the Magician in action, one can expect brands that are very compelling and charismatic. They show their audience the ability to rise above the typical crowd. This creates a confidence in the brand, creating attention and curiosity from customers. These brands tend to promote wonder, a promise for change, and transformation through their product or service.
  • The Magician is interested in new ways and finding solutions that are not yet imagined, as well as products not yet built. They are an idea-driven powerhouse, thriving on vision and intuition. These tendencies support their title as the Magician because they seem to make innovation and the brand itself a magical experience.
Brand Positioning
  • Brand Idea Raw material markets made simple - ChAI gives you the comfort of insight and protection (Simplicity - Transforming The Complex & Risky To The Accessible & Safe)
  • Brand Manifesto ChAI makes the complex simple. We analyse a world of data so you don’t have to, using the latest AI technology to find patterns and trends (ChAI Insight) in raw material markets that you can use in your procurement strategies. We also provide protection (ChAI Protect) to mitigate market risk, and insure the growth of your business. Our aim is to transform the way you approach procurement to make decisions that are informed and protected.
  • Brand Purpose Making the companies whose products we depend on everyday more resilient.
  • Company Truth ChAI gives our customers a transformative approach to interrogating raw material markets in a way that was previously only available from complex financial institutions. Using the latest AI technology, our ChAI Insight and ChAI Protect products respectively uncover deep analysis of markets and provide protection against risk to drive powerful procurement strategies.
  • Customer Truth Simplicity and clear narratives in analysing raw material markets creates a potent sense of empowerment to make bold strategic decisions, knowing that any risk is protected.
  • Category Truth ChAI is in a league of its own and able to lead the market to embrace AI as the new approach to manage and protect raw material procurement risk.
  • Cultural Truth ChAI applies the positive potential of AI to the physical world and impacts lives for the better through a dramatically new approach to buying and selling the raw materials that go into making our the products that surround us every day.
Brand Purpose
  • Brand Purpose: Our brand’s unique reason for being. This drives how we deliver moments that delight our audiences, powering inspiring and authentic content that shapes our brand marketing behaviour.
  • Brand Purpose: Making the companies whose products we depend on everyday more resilient.
Manifesto
  • Our manifesto summarises who we are and what we stand for.
  • ChAI makes the complex simple.
  • Using 1000’s of unique data points interrogated by our proprietary AI technology to give you exactly what you need to make informed and protected procurement decisions.
  • ChAI makes the complex simple. We analyse a world of data so you don’t have to, using the latest AI technology to find patterns and trends (ChAI Insight) in raw material markets that you can use in your procurement strategies. We also provide protection (ChAI Protect) to mitigate market risk, and insure the growth of your business. Our aim is to transform the way you approach procurement to make decisions that are informed and protected.
Strategy Framework
  • These are ChAI’s 4 C’s.
  • What is our company truth? ChAI gives our customers a transformative approach to interrogating raw material markets in a way that was previously only available from complex financial institutions. Using the latest AI technology, our ChAI Insight and ChAI Protect products respectively uncover deep analysis of markets and provide protection against risk to drive powerful procurement strategies.
  • What is our customer truth? Simplicity and narrative in price analysis creates a sense of empowerment to make bold strategic decisions.
  • What is our category truth? ChAI is in a league of its own and able to lead the market to embrace AI as the new approach to manage commodity price risk.
  • What is our cultural truth? ChAI applies the positive potential of AI to the physical world and impacts lives for the better through improved commodity buying and selling.
Strapline
  • Our strapline should be included in any creative collateral where space allows as it provides clear messaging about the ChAI brand. Is able to be used in both Cocoa and Wheat colourways.
  • STRAPLINE | FOR USE ON LIGHT BACKGROUNDS
  • STRAPLINE | FOR USE ON DARK BACKGROUNDS
Applications
  • Please use these assets across all social media platforms to maintain consistency.
  • Please use the business card template provided, it uses Plantation for the front with Wheat on the reve rse.
  • Please use the adjacent letterhead template for any ChAl documents.
  • Please use this A5 Postcard template whenever print collateral is needed.
  • Please use the Google Slides template whenever creating brand presentations.
  • These are examples of how to use the ChAI brand across roller banners for any events or exhibitions.
  • Please use supplied templates when creating any Case Study or White Paper documents to ensure consistency.
🐛 Report