One typeface: Inter. Hierarchy is achieved through size and weight, not font variety. Inter is loaded via Google Fonts in this guide and in your Squarespace site font settings. ADITI's wordmark is a slightly modified version of Inter, built in Adobe Illustrator.

Use typography customization and lockups sparingly, for durable Brand-level assets only.

Reference example: Custom tagline lockup, used for placement over images across multiple platforms.

The lockup cards below show lockups in position. Lockup originals are in the website repo.

Deep Navy on White

Soft White on Navy

Gold accent on Navy

Orb — Full Color, charcoal variant

Horizontal lockup with orb

AL Monogram

Examples of approved lockups and variants. For the full set of lockup variants, pull originals from the website repo.

Examples of approved uses and lockup variants

ADITI's wordmark is precise and crafted. Though based in the Inter typeface, its customized letterforms and intentional kerning create a confident, grounded communication.

Images are permitted and encouraged when they add meaning, context, observation, or understanding. Avoid imagery used only as decoration, filler, trend signaling, emotional manipulation, or implied importance.

Reality is always larger than the person.

Not overwhelming. Not crushing. Just larger.

A quick glance should see one thing. A longer look should see more. Images should reveal more as viewers spend time with them.

The image should feel discovered rather than staged, even when it is completely constructed.

The purpose of imagery is not to attract attention. The purpose of imagery is to direct attention to something meaningful. Business outcomes may follow. They are not the primary objective of the image.

Visuals should support and elevate the effectiveness of the overall communication. They may reward a viewer's careful attention, without requiring it.

Consider the attentional gravity of an image. Ensure that it supports the communication objective.

Images should never distract from, compete with, harm, or contradict ADITI’s brand messaging and core values.

Only use images that somebody could have genuinely noticed.

Representation should be truthful.

Synthetic content is permitted. Synthetic content should not imply real people, events, customers, outcomes, or relationships that do not exist.

AI participation may be acknowledged when material to understanding provenance.

Trust takes precedence over aesthetic convenience.

Visual reference guide v. 1

This is not a comprehensive set, it is just a few things to watch out for. (nb: these images are not ADITI IP)

Visual counterexamples reference v. 1

Process governance

All image and infographic use requires an HITL approval step prior to go-live.

Keeping creation and approval distinct protects both judgment and exploration. Independent review helps identify blind spots, while allowing creators the freedom to pursue unexpected directions during the discovery process.

Captioning and crediting

Use captions and credits when they improve clarity, provenance, attribution, or understanding.

Only use imagery ADITI has the rights to use.

ADITI Labs is both AI-positive and human-positive. Credit creators appropriately. When AI participation is material to understanding the origin of an asset, acknowledge it clearly and proportionately.

Fact-check all infographics prior to publication and document sources when appropriate.

Transparency should support trust and understanding. It should not become clutter, distraction, apology, or performative disclosure.

Only use imagery ADITI has the rights to use.

Use the simplest disclosure that communicates what a reasonable viewer would need to know.

Usage and placement

The default position is no image. Type, space, and color carry the brand. Images earn their place by adding meaning the text cannot. When in doubt, remove the image and see if the page improves.

When type is used over an image, the effect should be harmonious and legible. Darkening and lightening areas of images for type should be invisible corrections once completed.

Before adding an image, ask:

What does this image help the viewer understand that the text alone cannot?

Adjustments for legibility

Whenever type is used over an image, the effect should be harmonious and non-distracting. Type should always be legible. Darkening and lightening areas of images for type should never be noticeable once completed, and should not negatively impact the visual communication of the image.

Sequencing and Sizing

When using multiple images, ensure that their placement, sequencing, and sizing support overall visual communication objectives.

Placement example

LinkedIn banner example

FPO asset placeholder

Approved for internal use only, as a placeholder image during layout creation or updates. May also be used as a placeholder while awaiting assets from a collaboration partner. Original is in the website repo.

Squarespace asset link: https://images.squarespace-cdn.com/content/685c6eeed7b5d32f30e5edb9/9b5babc8-b894-4876-9583-28718061a4ca/FPO.png?content-type=image%2Fpng

For internal use only - FPO image placeholder

/* Color */
color: var(--color-navy);        /* #003049 */
color: var(--color-gold);        /* #F2A900 */
background: var(--color-white);  /* #FDFDFD */

/* Type */
font-size: var(--text-base);     /* 1rem / 16px */
font-size: var(--text-2xl);      /* 2rem / 32px */
font-weight: var(--weight-bold); /* 700 */

/* Spacing */
padding: var(--space-8);         /* 2rem / 32px */
gap: var(--space-4);             /* 1rem / 16px */

/* Error states (system use only) */
color: var(--color-signal-red);
background: var(--color-signal-red-bg);