← Petrichor

Brand guidelines

Petrichor is a boutique AI automation studio in Sydney. Calm systems for shops and trades. Tagline: quiet things stay. This page is the company brand kit, colours, type, mark rules, voice, and channel usage.

Download brand kit README

Logo & clearspace

The fox mark uses olive #696d57 and ink #20211c. Keep aspect ratio, never squash. Clearspace on all sides should be at least one-quarter of the mark’s height.

Minimum digital: 32px (favicon). Prefer ≥80px in product UI; home hero targets ~140 to 160px tall.

Lockups

Mark only

Wordmark

Horizontal

Stacked + tagline

Files: brand/fox-mark.svg, brand/lockups/, favicons in brand/favicon/, OG square brand/lockups/og-square.png.

Do / don’t

Use cream field, olive CTAs, Baskerville headlines
Keep mark colours exact (olive + ink)
Leave clearspace; use SVG when possible
Write plain AU English, warm, specific
Separate consultation from Guides/SOPs in copy
Prefer horizontal lockup in email headers

Don’t

Don’t stretch, outline, or recolour the fox
Don’t add drop shadows, neon, or gradients on the mark
Don’t invent a second palette or dark-mode brand
Don’t use hype metrics or fake testimonials
Don’t sell Guides as if they were consults (or vice versa)
Don’t put the fox on busy photos without a cream panel

Colour

Cream#FDFBF7Page field

Olive#696d57Accent / CTA

Ink#20211cMark / emphasis

Heading#1a1a1aHeadlines

Muted#5c5c56Secondary text

Border#d9d4c8Hairlines

Olive hover#575a47Button hover

Export: brand/colours.json · brand/tokens.css

Typography

Libre Baskerville · headlines

Calm AI automation for local businesses.

Libre Baskerville italic · quiet asides

quiet things stay · from A$500

Inter · body / UI

We design quiet systems for shops and trades, so the busywork disappears.

Inter · micro label

Book a free call · Examples · Guides

Voice & tone

Plain professional. Calm. Specific to shops and trades. No growth-hacker hype, no invented metrics, no urgency theatre.

Sound like: a careful operator explaining a clean system.
Avoid: “10x”, “disrupt”, fake social proof, crypto/gambling adjacency.
Locale: Australian English (organise, specialised, A$).

For clients · for partners

Clients (shops & trades), use the public site: consultation and guides. Calm, specific, no clutter.
Partners (contractors, referrers), same mark and voice; this guidelines page + brand kit. Don’t invent a second palette or sell Guides as if they were consults.

Consultation vs Guides

Free discovery call (primary CTA), 20 minutes, mailto. Olive CTA. Hero and nav lead here. Paid consultation package from A$500 is what follows after the call, not the cold first click.
Guides / SOPs (secondary), self-serve playbooks. Same brand colours; never framed as a substitute for the consult unless the buyer chooses the playbook alone.

Email signature

Ben

Petrichor · AI automation studio

quiet things stay

hello@getpetrichor.com

Mark height ~28 to 36px. No animated GIFs. Soft tagline in Baskerville italic optional.

Social & avatar

Avatar: square cream field, mark centred, use brand/assets/avatar-512.png. Don’t crop into the silhouette.
Open Graph / link previews: brand/lockups/og-square.png (1200×1200).
Favicon: SVG + 32 PNG; Apple touch 180.

Avatar crop

OG square

Assets

brand/fox-mark.svg, primary mark
brand/lockups/, wordmark, horizontal, stacked, OG
brand/favicon/, favicon.svg, 32 PNG, apple-touch 180
brand/assets/. PNG sizes + avatar
brand/colours.json, brand/tokens.css, brand/README.md
brand/brand-kit.zip, downloadable pack