01, THE SIGNAL BLUE DOT
Plans,
approved.
approved.
A single Signal Blue dot terminates the closing phrase, same shape as the wordmark. It says: this is software that finishes things.
BRANDBOOK · INTERNAL · V1.0
the brandbook.
A working brandbook for reprai., the agentic AI OS for pharma. Read once, execute against forever.
Owner
Brand & Design
Audience
Design · Marketing · Eng
Supersedes
Brand Direction (v0.5)
Next review
Q3 2026
01 · What makes it reprai
Three things, working together.
Any one of these is borrowable. The combination is unmistakable. If a reprai page is missing two of the three, it's not a reprai page.
Signature
02, THE LABEL COLUMN
02, AGENTS
THAT FINISH
WORK
THAT FINISH
WORK
A 200px mono label column on the left of every section. The page reads like a working document, not a brochure.
03, WARM PAPER
reprai handles the work that gets in the way of the work.
#FAFAF7, never #FFFFFF. The off-white is the most underestimated brand asset; it's what stops the page from feeling like every other AI startup. The reprai navy from the wordmark sits on it; the Signal Blue dot lives on it.
Brand architecture
reprai. is a master brand. Its products — reFlect, reTrack, reMarket, reRep, reTrain, reMind and reTwin — live under the master brand and inherit its rules. There are two brand documents: this brandbook defines the master brand layer; the product brandbook inherits, extends, and never contradicts these rules.
Master brandbook · this document
- +Wordmark and signet
- +Color system and Dark Blue scale
- +Typography system
- +Mark and dot system
- +Imagery system and MidJourney direction
- +Voice, copy rules, pitch variants
- +Layout system and spacing
- +Master brand components (hero, CTA, feature, data block)
- +Sales and marketing material templates
- +Trust signal system
Product brandbook · separate document
- +Product logos and lockup rules
- +Color corridor: each product's hue point from reFlect to reTwin
- +Product UI and UX specifications
- +In-app patterns and interaction states
- +Feature-level components
- +Product-specific voice extensions
PRODUCT
reFlect.
Coming soon
PRODUCT
reTrack.
Coming soon
PRODUCT
reMarket.
Coming soon
PRODUCT
reRep.
Coming soon
PRODUCT
reTrain.
Coming soon
PRODUCT
reMind.
Coming soon
PRODUCT
reTwin.
Coming soon
How they compound
A label-column layout on white with a Signal Blue accent could be Linear. Warm paper with no labels and no mark could be a magazine. The three together — the Signal Blue dot, the mono label column, and the warm paper foundation — are the brand. Lose any one and the system reads as someone else's. Hold the three and any new surface will feel native on first sight.
02 · Logo system
A wordmark and a dot.
reprai. is set in Inter Tight, semibold, tracked −0.045em. The period after the name is the only ornament — small, deliberate, Signal Blue.
Surfaces
Primary · on paper
Reverse · on reprai navy
Reverse · on signal blue
Clear space
Minimum clear space on all sides equals the cap-height of the wordmark, defined here as 1x. No element, image edge, or container border may enter this region. When in doubt, double it.
1x1x1x1xMinimum sizes
Favicon · 14px
Below this, use the signet (the dot).
UI / nav · 18px min
Marketing footer · 28px
Hero / cover · 64px+
Misuse
DON'T
No recoloring or filters
DON'T
Never skew, italicize or rotate
DON'T
Don't stretch or distort
DON'T
No primary lockup on Signal Blue — use the reverse
Where the dot is allowed
- +The dot is part of the wordmark. It is always Signal Blue (#3B5BA9).
- +Below 14px, drop the wordmark and use the dot alone as a signet (favicon, app icon, social avatar).
- +The dot is never used as a standalone bullet, divider, or marker elsewhere on the page.
03 · Color system
Two colors from the logo. Five tokens. One scale.
The wordmark gives us deep navy and signal blue. Everything else is paper, ink, graphite, and a calibrated Dark Blue scale for product and data surfaces. No gradients. No tints introduced ad-hoc.
Tokens
Paper
#FAFAF7
--paper
bg / surface · default
reprai navy
#0F1620
--ink · --db-900
wordmark · text · primary cta
Graphite
#545A78
--graphite
text · secondary
Signal Blue
#3B5BA9
--signal · --blue
the period · the signet · primary action
Gray 50
#ECECE6
--paper-3
panels · subtle fills · rules
Hairline
#E0E0DC
--hairline
1px rules · dividers only
Dark Blue scale · navy 200 → 1000
200
#D4DEEF
300
#8FA8D0
400
#6483BD
500
#3B5BA9
600
#2E4889
700
#1F3066
800
#172547
900
#0F1620
1000
#080C12
Use 900 as the canonical reprai navy (matches the wordmark). 200–400 are for product UI dividers, hover states, data-viz fills. 500–800 are for reverse surfaces and hero blocks. 1000 is for one specific use only: the deepest hero / cover background where the wordmark sits.
Accessibility
| Pair | Contrast | Status |
|---|---|---|
| Ink on Paper | 16.1 : 1 | AAA |
| Graphite on Paper | 6.4 : 1 | AA Large · AA |
| Signal on Paper | 5.8 : 1 | AA |
| Paper on Ink | 16.1 : 1 | AAA |
04 · Typography system
Inter Tight. Inter. JetBrains Mono.
Three families. One serves display, one serves body, one serves the system. Never introduce a fourth.
Scale · desktop
Display · 64 / 64 / −0.035
INTER TIGHT · 600
Pharma commercial, finished.
H1 · 44 / 48 / −0.03
INTER TIGHT · 600
An operating system for the field.
H2 · 32 / 38 / −0.022
INTER TIGHT · 600
Built for the people doing the work.
H3 · 22 / 28 / −0.018
INTER TIGHT · 600
Section title, short, declarative.
Lede · 19 / 28 / −0.005
INTER · 400
reprai handles territory plans, call prep, and field reporting in the background, so commercial teams stay close to the customer.
Body · 15 / 24 / 0
INTER · 400
Default reading size. Used for paragraphs, descriptions, table content, and form text. Never used below 14px on screen.
Caption · 13 / 20 / 0
INTER · 400
Used for help text, footnotes, and metadata. Not interchangeable with mono labels.
Mono label · 11 / 16 / +0.16em
JETBRAINS MONO · 500
SECTION 04 · TYPOGRAPHY · LIVE
Tracking rules
| Style | Tracking | Reason |
|---|---|---|
| Display / H1 | −0.035 to −0.03em | Tight tracking is the brand's confidence. Pull display copy in, never let it breathe out. |
| H2 / H3 | −0.022 to −0.018em | Tracking opens slightly with size, keeps optical density consistent. |
| Body / Lede | 0 to −0.005em | Default. Don't tighten body — it hurts scanability. |
| Mono label | +0.14 to +0.16em | Always uppercase. Tracking is what makes it read as a system label, not a tag. |
When to use mono
- +System labels — section numbers, eyebrows, surface names. Always uppercase, always tracked out.
- +Metadata — version, status, timestamps, IDs, hex codes.
- +Code or data — actual code, query strings, table cells with token values.
- −Don't use mono for body copy. It's not a paragraph face.
- −Don't use mono for headlines — Inter Tight does that work.
- −Don't mix mono and Inter mid-line. Mono is its own row.
Responsive · mobile
| Style | Desktop | ≤ 760px | Notes |
|---|---|---|---|
| Display | 64px | 44px | Tracking stays −0.035em. |
| H1 | 44px | 32px | Drops to a single line of context. |
| H2 | 32px | 24px | Two-line max. |
| Body | 15px | 15px | Never reduce body below 15px on mobile. |
| Lede | 19px | 17px | — |
| Mono label | 11px | 11px | Hold at 11px; tracking carries the weight. |
05 · Layout system
12 columns. 8-point spacing. Hairline rules.
A boring grid is a feature. Originality lives in writing and product UI, never in the chrome.
Grid
1
2
3
4
5
6
7
8
9
10
11
12
| Token | Desktop | Tablet | Mobile |
|---|---|---|---|
| Max width | 1280px | 100vw − 64px | 100vw − 44px |
| Outer padding | 56px | 32px | 22px |
| Columns | 12 | 8 | 4 |
| Gutter | 16px | 16px | 12px |
Spacing scale · 8pt
s-1
4px
s-2
8px
s-3
16px
s-4
24px
s-5
40px
s-6
56px
s-7
96px
s-8
128px
Section padding lives at s-7 / s-8 (96–128px desktop). Element-level gaps live at s-3 / s-4. When in doubt, size type down before sizing space up.
Flat vs card
| Use | Reach for | Why |
|---|---|---|
| Sections, lists, tables | Flat + hairline rule | Default. Hairlines separate without enclosing; the page reads as a single page. |
| Discrete objects — customer story, product feature, plan tier | 1px card | Use a card only when content has its own object identity worth framing. |
| Anything else | Don't card it | If it doesn't pass the object test, it's a section. Cards multiply if you don't gate them. |
Alignment
- +Left-align everything by default. Centered type is reserved for the cover and the CTA block, nowhere else.
- +Body copy max measure: 64ch. Never let a paragraph run the full grid width.
- +Display copy max measure: 16ch. Headlines should break before they wrap.
- +Use the 200px label column on the left for system labels and section numbers — this is a brand recognition pattern.
06 · Mark & signet system
The dot is the brand.
reprai.'s name ends in a Signal Blue dot. That dot, at any scale, on any surface, is the brand's punctuation. It marks an end, a decision, a finished thing. It is not a bullet, a divider, or a flourish.
What it represents
- +An action committed. "Approved." "Filed." "Sent." The work is done.
- +A declarative phrase. The single statement at the end of a hero, a section, a slide.
- +A completed state in UI. A status pill, a finished task, an approved plan.
- +The signet. Below 14px the wordmark drops out and the dot stands alone — favicon, app icon, social avatar.
- −Never as a bullet point. Bullets are squares or hyphens, not the brand mark.
- −Never on a noun for emphasis ("our platform."). Mark the action or the closing phrase.
- −Never on more than one phrase per block. One mark per moment.
- −Never as a navigation cue, hover indicator, or link decoration.
- −Never recolored. The mark is Signal Blue. On dark surfaces it is still Signal Blue.
Anatomy
Plans, approved.
Character · the period (.) of the running typeface
Color · #3B5BA9 (Signal Blue)
Position · sentence-terminal only, never mid-phrase
Size · inherits font-size, no override, ever
The dot is a recolored period, not a generated shape. It uses the typeface's native period at its native size and baseline. The class only changes color. This guarantees optical agreement with the wordmark at every scale and in every type setting.
Signet variations
App icon · 1024×1024
Dot at 50% on paper
Dot at 50% on paper
App icon · reverse
Dot at 50% on navy
Dot at 50% on navy
Favicon · 32×32
Dot at 88%
Dot at 88%
Avatar fallback · ≥ 64px
Wordmark allowed at this size
Wordmark allowed at this size
Where it appears
| Surface | Variant | Size |
|---|---|---|
| Hero headline | Dot terminates the closing phrase | 0.22em |
| Section headline | Optional. One per page maximum. | 0.20em |
| Big number / data | Dot replaces the period after the unit | 0.18em |
| Status pill · "approved" | 4–6px Signal Blue dot, leading the label | 5px |
| Body copy | Used only at end of a closing phrase | inherits |
07 · Imagery system
MidJourney documentary. One register, applied everywhere.
Muted. Desaturated 15–25%. Lifted shadows. Slight warmth in highlights — never teal-and-orange. Hands, desks, screens over-the-shoulder. No UI mocks.
Reference frames
Subject
Hands, desks, screens — over-the-shoulder, slight reflection. No UI mock.
Treatment
Desaturated 15–25%. Lifted shadows. Warmth in highlights only.
Forbidden
Stock smiles. Teal-and-orange. 3D charts. Pie charts. Gradients on bars.
08 · Iconography
Icons exist. They stay quiet.
1px stroke. 20×20 box. Square caps. Never filled. Never colored. Always ink or graphite, always quiet.
Coming soon
The icon set is being drawn. Rules are set; the library lands in the next brandbook revision.
09 · Voice & copy
Short. Direct. Specific.
reprai. is the most senior person in the room. Doesn't raise its voice, doesn't sell, doesn't hedge.
Rules
- +Sentences are short. Average 12–18 words. Maximum 24. If it's longer, break it.
- +Nouns are concrete. "Territory plan," yes. "Workflow optimization," no.
- +Verbs do the work. Drafts, files, sends, plans, prepares. Not "leverages," "enables," "empowers."
- +One claim per sentence. Two ideas, two sentences.
- +No adjectives doing argument's job. "Smart" is not a feature. Show it instead.
Banned
| Don't write | Why |
|---|---|
| Revolutionize, transform, supercharge, unlock, next-gen | Hollow. Buyers stop reading. |
| AI-powered, AI-driven, intelligent, smart | Adjectives that promise. Show, don't claim. |
| Solutions, platform, ecosystem, end-to-end, holistic | SaaS noise. Use the actual thing it does. |
| Seamless, frictionless, effortless | Words a brand uses about itself, never a customer. |
| reprai is the world's first / leading / only | Don't claim primacy in copy. Let customers say it. |
| ! ✨ 🚀 | No exclamations. No emojis. No shouting. |
Before / after
DON'T
reprai's AI-powered platform supercharges your commercial team's productivity.
Hollow nouns, hollow verbs, hollow promise.
Unlock seamless, end-to-end workflows for your field reps.
"Unlock" what? "Seamless" how? Vague on every axis.
Empowering pharma to revolutionize patient outcomes through next-gen AI.
Six clichés in twelve words. Reads as marketing, not product.
DO
reprai. drafts the territory plan. Your reps approve and move on.
Specific subject. Concrete verb. One claim per sentence.
A pre-call brief in 30 seconds, not 30 minutes.
A number, a comparison, a time scale. Easy to remember.
The work that gets in the way of the work, done in the background.
Plain English. Reads like a senior person speaking, not a brochure.
Preferred patterns
- +X. Done by Y. "Plans. Approved by your team. Drafted by reprai."
- +Not A. B. "Not a copilot. An operator."
- +The thing, finished. "Pharma commercial, finished."
- +Number-led claim. "30 seconds, not 30 minutes."
Category sentence
reprai. is the agentic AI OS for pharma.
09C · Naming
The name is "reprai." Lowercase. Always.
The brand name is set in lowercase wherever it is written. This is not a stylistic preference — it is the name. Capitalizing it changes the word, the same way "Apple" and "apple" are different words.
The rule
✓repraiAlways lowercase — sentences, headings, titles, legal, URLs.
✗RepraiCapitalized. Wrong, even at sentence-start.
✗REPRAIAll caps. Wrong, even in mono labels or eyebrows.
✗RePrai / rePraiCamel / mixed. Wrong.
In sentences
- ✓ "reprai drafts the territory plan."
- ✓ "We built reprai for commercial teams in pharma."
- ✓ "The work that gets in the way of the work, done by reprai."
- ✗ "Reprai drafts the territory plan."
- ✗ "We built Reprai for commercial teams."
Sentence-start workaround
Putting "reprai" at the start of every sentence makes the brand the subject of every claim. It isn't. The work is the subject; reprai is the operator behind it. Lead with the work.
AWKWARD
"reprai drafts the plan."
BETTER
"Plans, drafted by reprai."
AWKWARD
"reprai handles call prep."
BETTER
"Call prep, handled by reprai."
In all-caps environments
Mono labels and section eyebrows are uppercase. The brand name is the only word that stays lowercase inside an all-caps line. Same mono face, lowercase, same tracking.
- ✓ SECTION 09 · BUILT WITH reprai
- ✗ SECTION 09 · BUILT WITH REPRAI
In code, URLs, legal
| Domain | reprai.com |
| hello@reprai.com | |
| Handle | @reprai |
| Class name | PascalCase if the language requires it. Lives in code, never in copy. |
Legal: define once as reprai (the "Company") if a template requires capitalized definitions. The name itself stays lowercase.
In third-party writing
When journalists, partners, or publications write about reprai., they will often capitalize the name by reflex or their own style guide. This is acceptable and not worth correcting. The rule is for first-party writing — internally, hold the line.
In this brandbook
This brandbook follows its own rule. Every instance of the brand name in this document is set in lowercase — in headings, in body copy, in section eyebrows, in captions, in metadata. If you find a capitalized "reprai" anywhere in this document, it is a bug, not an exception. The brandbook is the system's first demonstration.
10 · Components
Built to spec. Copy and ship.
Four canonical blocks. Use them as patterns — same skeleton, your content. Don't redesign them.
COMPONENT · HERO96PX SECTION · 12-COL GRID
THE AGENTIC AI OS FOR PHARMA
The OS that runs itself.
reprai. handles territory planning, call prep, and field reporting in the background, so your team spends time on the customer.
COMPONENT · FEATURE · 3-UP SPLIT
02 · AGENTS THAT FINISH WORK
Not a copilot. An operator.
reprai.'s agents draft the plan, file the report, route the next call, and prepare scientific engagement briefs. Your team approves, edits, and moves on.
PLAN
Territory & account plans
Generated from CRM, sales data, and field notes. Reviewed by the rep, not written by them.
PREP
Pre-call briefs
One page per HCP. Recent activity, open questions, compliant talking points.
FILE
Post-call reports
Drafted from the rep's voice memo. Reviewed in 30 seconds, not 30 minutes.
COMPONENT · DATA3-UP · NUMBERS, NO CHARTS
TIME SAVED
6.2 hrs/wk.
Per rep, on plan generation and report filing.
PRE-CALL PREP
30sec.
From the rep opening reprai to a complete brief.
APPROVALS
94%.
Of agent-drafted plans approved without edits in the first review.
COMPONENT · CTACLOSING BLOCK · BEFORE FOOTER
The work that gets in the way of the work, done.
reprai. is in early access with a small group of pharma commercial teams. We onboard one new team per week.
Request access11 · Applications
Where the system meets the world.
Email signature, slide deck, document, social card, business card. The same tokens, the same dot, every time. If a surface here looks off, the surface is wrong, not the system.
Mail signature + business card
MAIL SIGNATURE
From John Doe <john@reprai.com>
John Doe
Account Director
+1 (555) 010 0117 · john@reprai.com · reprai.com
- + Wordmark 22px height, left of meta. Hairline rule above.
- + Name: Inter Tight 600 · 14px. Role: Inter 400 · 13px · Graphite.
- + Contact line: 12px Graphite, middle dots only. No taglines, no social icons.
BUSINESS CARD · 85×55MM EU
FRONT · PAPER
John Doe
Account Director
john@reprai.com · reprai.com
85 × 55mm EU / 89 × 51mm US. Uncoated stock. No foiling, no spot UV. The dot is the only ornament.
Slide deck · 16:9, 1920×1080
01 · COVER · PORTRAIT
reprai · INVESTOR UPDATE · Q2 2026
Pharma commercial, finished.
01 / 2402 · SECTION · ENVIRONMENT
02, APPROACH
Not a copilot. An operator.
04 / 2403 · MANIFESTO
03, POSITION
The work that gets in the way of the work, done.
06 / 2405 · PROOF
05, PROOF
TIME SAVED
6.2hrs.
PRE-CALL PREP
30sec.
APPROVALS
94%.
12 / 24- + Slide format 16:9, 1920×1080. Margin 80px all sides.
- + Cover: half-frame MidJourney image (1.1 : 1 ratio against the title block) and a typeset title. The cover is a title, not a sentence — no blue dot.
- + Section open: full-bleed documentary image with a bottom-up scrim where text sits. Heading only, no closing period, no dot.
- + Manifesto slide: typographic, no image. The closing sentence ends with a Signal Blue period.
- + Content slide: imagery used where it carries the message; skipped where the data is the message. Body copy ≤ 60 words.
- + Footer: wordmark left at 22px height, page count right in mono · 11px. Same on every slide.
- + Never animate text. Never use slide transitions. The deck reads like a working document.
The dot rule, repeated. If the text is a heading, label, or title, no dot. If the text is a manifesto sentence ending in a period, the period is rendered Signal Blue. The cover is a title. Section openers are headings. Manifesto and CTA slides are sentences.
Document · Word / Pages
· TERRITORY BRIEF · MAY 2026Territory plan, Northeast oncology.
Generated by reprai on 12 May 2026. Reviewed by R. Patel. Approved for field use.
01, ACCOUNT PRIORITIES
Three accounts shifted into Tier 1 based on prescribing volume and engagement velocity. Two accounts move to Tier 2 pending Q3 review.
02, CALL CADENCE
Weekly cadence held for Tier 1. Tier 2 reduced to bi-weekly, opening capacity for Tier 3 outreach.
CONFIDENTIAL · INTERNAL01 / 12
- + Page format A4 or US Letter, margins 24mm / 1in.
- + Header: wordmark left at 18px height, document title in mono · 10pt · uppercase right-aligned.
- + H1: Inter Tight · 600 · 28pt. Body: Inter · 11pt / 16pt leading. Section labels: mono · 9pt · +0.16em.
- + Never page numbers in serif. Never headers in color. Never two columns.
Social · LinkedIn / X · 1080×1080
01, MANIFESTO · 1080 × 1080
reprai. · MANIFESTO
The work that gets in the way of the work, done.
REPRAI.COM
02, PORTRAIT · 1080 × 1080
reprai. · FIELD
Call prep, handled by reprai.
Portrait · half-frame. Documentary register. Bottom-aligned text.