# the robot works — brand kit

Logos, fonts, colors and Goose artwork from the robot works, with the rules for using them. This is the Markdown copy of [www.therobotworks.ai/brand](https://www.therobotworks.ai/brand), with a link to every file. Version 1.2.1, November 2026.

- **Everything in one download:** [the-robot-works-brand-kit.zip](https://www.therobotworks.ai/brand/the-robot-works-brand-kit.zip) (ZIP, 12.5 MB)
- **Brand guidelines:** [the-robot-works-brand-kit.pdf](https://www.therobotworks.ai/brand/the-robot-works-brand-kit.pdf) (PDF, 4.1 MB), five pages including the kit applied to social posts, a business card, a newsletter header, slides and video end cards

Questions, or need a format that isn’t here? Email info@therobotworks.ai.

## The name

Always lowercase: **the robot works**, even at the start of a sentence. The product is **Goose**, with a capital G. The web address is www.therobotworks.ai.

## Logo

A stacked, lowercase wordmark in Outfit Regular (400), with the orange beak after “the”. Use the SVG files: the letters are outlined, so they look right without the font installed. PNG copies have transparent backgrounds (the cards and app icon have their own).

| Version | Use it on | SVG | PNG, by width in px |
| --- | --- | --- | --- |
| On light | Ivory, white and light photos. | [wordmark-ink.svg](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ink.svg) | [600](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ink-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ink-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ink-2400w.png) |
| On dark | Ink and dark photos. | [wordmark-ivory.svg](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ivory.svg) | [600](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ivory-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ivory-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/stacked/wordmark-ivory-2400w.png) |
| Beak mark | The mark on its own, for small details. | [beak-orange.svg](https://www.therobotworks.ai/brand/logo/beak/beak-orange.svg) | [256](https://www.therobotworks.ai/brand/logo/beak/beak-orange-256w.png) · [512](https://www.therobotworks.ai/brand/logo/beak/beak-orange-512w.png) · [1024](https://www.therobotworks.ai/brand/logo/beak/beak-orange-1024w.png) |
| App icon | Favicon, avatars and app icons. The beak spans 64% of the width. | [app-icon.svg](https://www.therobotworks.ai/brand/logo/app-icon/app-icon.svg) | [32](https://www.therobotworks.ai/brand/logo/app-icon/app-icon-32w.png) · [64](https://www.therobotworks.ai/brand/logo/app-icon/app-icon-64w.png) · [180](https://www.therobotworks.ai/brand/logo/app-icon/app-icon-180w.png) · [512](https://www.therobotworks.ai/brand/logo/app-icon/app-icon-512w.png) · [1024](https://www.therobotworks.ai/brand/logo/app-icon/app-icon-1024w.png) |
| One color | One-color printing and stamps. | [wordmark-mono-ink.svg](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-ink.svg) | [600](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-ink-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-ink-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-ink-2400w.png) |
| Knockout | White, out of a dark or colored surface. | [wordmark-mono-white.svg](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-white.svg) | [600](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-white-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-white-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/stacked/wordmark-mono-white-2400w.png) |
| Ivory card | Ready-made, with the clear space built in. | [wordmark-card-light.svg](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-light.svg) | [1200](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-light-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-light-2400w.png) |
| Ink card | Ready-made, with the clear space built in. | [wordmark-card-dark.svg](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-dark.svg) | [1200](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-dark-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/cards/wordmark-card-dark-2400w.png) |

**Clear space.** Keep empty space on every side at least as tall as the lowercase “o”. The card files already include it.

**Minimum size.** 52 px wide on screen, 15 mm in print. Below that, use the app icon (favicon, avatars).

### One-line lockup

For short, wide spaces only. The stacked wordmark stays the default. Use it when the space is less than about one-third as tall as it is wide: slim web and app headers, email signatures and newsletter footers, slide footers and video lower thirds, narrow labels, badges and merch strips. Same words and clear space as the stacked mark; the beak moves to the end, a word space after “works”. Minimum 120 px wide.

| Version | Use it on | SVG | PNG, by width in px |
| --- | --- | --- | --- |
| One line, on light | Short, wide spaces on light backgrounds. | [wordmark-oneline-ink.svg](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ink.svg) | [600](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ink-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ink-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ink-2400w.png) |
| One line, on dark | Short, wide spaces on dark backgrounds. | [wordmark-oneline-ivory.svg](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ivory.svg) | [600](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ivory-600w.png) · [1200](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ivory-1200w.png) · [2400](https://www.therobotworks.ai/brand/logo/one-line/wordmark-oneline-ivory-2400w.png) |

### Keep it intact

- Don’t retype it or swap the font.
- Don’t restack the words.
- Don’t stretch or squash it.
- Don’t rotate it.
- Don’t recolor the beak.
- Don’t add shadows or effects.

## Colors

Ivory, ink and a little orange. Three core colors from the brand reference; everything else supports them, and orange stays small: the beak, one warm headline word and the main call to action.

### Core

| Name | Hex | RGB | Role |
| --- | --- | --- | --- |

| Ivory | `#faf6f0` | 250 246 240 | Page background. The brand’s paper. |
| Ink | `#1c1917` | 28 25 23 | Text, primary buttons, dark cards and the footer. |
| Orange | `#ff914d` | 255 145 77 | Signature accent. Never text on light backgrounds. |

A suggested balance for any page or asset: about 70% ivory, 25% ink and 5% orange. Mostly ivory, ink for words and weight, orange as a spark.

### Orange family

| Name | Hex | RGB | Role |
| --- | --- | --- | --- |

| Accessible | `#9a3e0b` | 154 62 11 | Orange text, links and controls on light backgrounds. |
| Heading | `#c65c1c` | 198 92 28 | Large warm headline words only. |
| Hover | `#ffb88c` | 255 184 140 | Hover color for the main buttons. |
| Soft | `#f9e6d5` | 249 230 213 | Warm invitation panels. |

### Supporting

| Name | Hex | RGB | Role |
| --- | --- | --- | --- |

| White | `#ffffff` | 255 255 255 | Cards on ivory. |
| Mist blue | `#e1eaf2` | 225 234 242 | Soft accent surfaces. |
| Deep blue | `#315571` | 49 85 113 | Accent text and the focus ring. |
| Sage | `#e2ebdf` | 226 235 223 | Soft green surfaces. |
| Pine | `#355544` | 53 85 68 | Supporting green text. |
| Cloud | `#f0f3f5` | 240 243 245 | Muted surfaces. |
| Blue hover | `#cbdce9` | 203 220 233 | Accent text on ink. |
| Illustration | `#4b2418` | 75 36 24 | Goose linework. |

### Neutrals

| Name | Hex | RGB | Role |
| --- | --- | --- | --- |

| Surface | `#f2e8dd` | 242 232 221 | Warm panels and nav hover. |
| Text secondary | `#625a52` | 98 90 82 | Captions and secondary text. |
| Control border | `#786e64` | 120 110 100 | Input and button outlines. |
| Divider | `#c9beb3` | 201 190 179 | Decorative rules. |

### Pairings

WCAG 2.2 AA: 4.5:1 for text, 3:1 for large text (24 px, or 19 px bold).

| Text on background | Ratio | Use for |
| --- | --- | --- |
| Ink on ivory | 16.2 | All text |
| Ink on orange | 7.8 | All text |
| Orange on ivory | 2.1 | **Not for text** |
| Orange accessible on ivory | 6.4 | All text |
| Orange heading on ivory | 3.9 | Large text only |
| Ink on orange soft | 14.4 | All text |
| Text secondary on ivory | 6.3 | All text |
| Deep blue on ivory | 7.3 | All text |
| Pine on ivory | 7.7 | All text |
| Ivory on ink | 16.2 | All text |

## Type

Two typefaces, one voice. Outfit carries the logo and headings. DM Sans carries reading text, interface and labels. Both are free under the SIL Open Font License, including for commercial work.

| Font | Role | Static files | Variable | License |
| --- | --- | --- | --- | --- |
| Outfit | Logo 400, headings 450 | [Regular](https://www.therobotworks.ai/brand/fonts/Outfit-Regular.ttf) · [Medium](https://www.therobotworks.ai/brand/fonts/Outfit-Medium.ttf) · [SemiBold](https://www.therobotworks.ai/brand/fonts/Outfit-SemiBold.ttf) | [Outfit-Variable.ttf](https://www.therobotworks.ai/brand/fonts/variable/Outfit-Variable.ttf) | [OFL](https://www.therobotworks.ai/brand/fonts/Outfit-OFL.txt) |
| DM Sans | Body 400, medium 550, labels 650 | [Regular](https://www.therobotworks.ai/brand/fonts/DMSans-Regular.ttf) · [Medium](https://www.therobotworks.ai/brand/fonts/DMSans-Medium.ttf) · [SemiBold](https://www.therobotworks.ai/brand/fonts/DMSans-SemiBold.ttf) | [DMSans-Variable.ttf](https://www.therobotworks.ai/brand/fonts/variable/DMSans-Variable.ttf) | [OFL](https://www.therobotworks.ai/brand/fonts/DM-Sans-OFL.txt) |

The static files work in any app (Keynote, Word, Canva uploads); the variable files cover every weight in one file and suit Figma. Install one set, not both. These files cover English and Western European text; for other scripts, use Google Fonts: [Outfit](https://fonts.google.com/specimen/Outfit) and [DM Sans](https://fonts.google.com/specimen/DM+Sans).

| Role | Font | Weight | Size | Line height |
| --- | --- | --- | --- | --- |
| Display (page title) | Outfit | 450 | 56–116 px | 1.06 |
| Heading | Outfit | 450 | 40–76 px | 1.06 |
| Small heading | Outfit | 450 | 26 px | 1.2 |
| Lead paragraph | DM Sans | 400 | 20 px | 1.55 |
| Body | DM Sans | 400 | 17 px | 1.65 |
| Label | DM Sans | 650 | 14 px | 1.5 |
| Caption | DM Sans | 400 | 14 px | 1.5 |

- **Tight headings.** Outfit headings track at about −3.5%. Body text is never tracked.
- **One warm word.** A headline may end on one word in heading orange, at 24 px and up: “Goose.”, “life.”, “home.”

## Goose

Goose has no separate logo. It’s presented through the product render and the warm “Goose.” headline, as in “Life’s better with a little Goose.”

- [goose-cutout.png](https://www.therobotworks.ai/brand/goose/goose-cutout.png): the product render, 1536 × 1024, transparent background.
- Place the cutout directly on ivory or white.
- Keep the robot’s own colors. Don’t tint the scarf or body to the palette.
- Give each image or film one main placement; don’t repeat the hero render across pages.

## Web address

- **All lowercase**, like the wordmark: www.therobotworks.ai. Never TheRobotWorks.ai.
- **With “www.”** in print, signage, video and anywhere people type it. Drop “https://”. In tight interface text, therobotworks.ai is fine.
- **DM Sans 550**, ink on light or ivory on dark. Not Outfit, not orange.
- **Outside the logo’s clear space**, below or beside it, never inside the lockup.
- On screen, link it to https://www.therobotworks.ai.

The address sits centered under the stacked logo, just outside its clear space. Use the full logo whenever the space is roughly square or taller (back covers, posters, booth signage, closing slides, square video end cards, merch tags, packaging); switch to the one-line lockup only for short, wide spaces.

## Goose drawings

The line-art Goose that appears across therobotworks.ai, and more drawings ready for posts and social. Every drawing is a PNG with a transparent background.

- **One brown line.** Even-weight rounded strokes in the illustration color, `#4b2418`. No shading or gradients.
- **Orange is the spark.** Orange fills only the beak and small accents: hearts, sparkles, a block or a ball.
- **Same Goose every time.** Dotted hood, visor face, neckerchief, long neck and round base.
- **Transparent, on light.** Place on ivory, white or orange soft. Never on ink: the brown line disappears.

### On the site now

| Drawing | Where it appears | File |
| --- | --- | --- |
| Sending the newsletter | Newsletter block, every page | [goose-sending-newsletter.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/goose-sending-newsletter.png) |
| Family and Goose | Footer, every page | [footer-family-goose-v2.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/footer-family-goose-v2.png) |
| Mail in beak | Contact page | [contact-goose-mail.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/contact-goose-mail.png) |
| Privacy | Technology page | [privacy-uniform.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/privacy-uniform.png) |
| Safety | Technology page | [safety-uniform.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/safety-uniform.png) |
| Household | Technology page | [household-uniform.png](https://www.therobotworks.ai/brand/goose-drawings/on-site/household-uniform.png) |

### More drawings

| Drawing | File |
| --- | --- |
| Life at home | [goose-life-at-home.png](https://www.therobotworks.ai/brand/goose-drawings/more/goose-life-at-home.png) |
| Your choice | [goose-your-choice-v2.png](https://www.therobotworks.ai/brand/goose-drawings/more/goose-your-choice-v2.png) |
| Blocks | [goose-prototype-v2.png](https://www.therobotworks.ai/brand/goose-drawings/more/goose-prototype-v2.png) |
| Sorting | [identify-category-closed.png](https://www.therobotworks.ai/brand/goose-drawings/more/identify-category-closed.png) |
| Color with me | [color-with-me.png](https://www.therobotworks.ai/brand/goose-drawings/more/color-with-me.png) |
| Balance game | [balance-game.png](https://www.therobotworks.ai/brand/goose-drawings/more/balance-game.png) |
| Hide and seek | [hide-and-seek.png](https://www.therobotworks.ai/brand/goose-drawings/more/hide-and-seek.png) |