Brand Guide

The visual & verbal system behind jigarjoshi.in

A one-page reference for anyone designing, writing, or building alongside this site — colors, type, voice, and the rules that keep them coherent.

01 — Identity

Mark & wordmark

The identity pairs a circular portrait with the wordmark set in Fraunces. Always lock the portrait and name together; never reposition the name above the photo.

Jigar Joshi
Jigar Joshi
Agentic AI Consultant
Jigar Joshi
Jigar Joshi
Agentic AI Consultant
02 — Color

Palette

Warm ivory canvas, near-black ink, and a Kundali-verified four-color system. Crimson appears once per visual unit — never as a full-section fill.

Surfaces
--bg
#F8F4ED
Warm ivory · primary canvas
--bg-2
#EEE8DA
Parchment · alternate section
--bg-3
#E3DAC9
Sand · tertiary fills
--surface
#FFFFFF
Cards, modals
Ink (text)
--ink
#1A1210
Headlines & primary text
--ink-2
#3D3028
Body text
--ink-3
#6B5C4A
Muted text, captions
--ink-4
#9E9080
Disabled, hints
Brand & state
--brand
#7D1F2E
Crimson · primary · one per visual unit
--gold
#C49A3C
Antique gold · highlights on dark
--indigo
#1E3A5F
Steel indigo · secondary / technical
--forest
#2A5C4A
Success / positive state
03 — Typography

Three families, fixed roles

Fraunces for display. Plus Jakarta Sans for body and UI. JetBrains Mono for tags, captions, and code. Never substitute or mix roles.

Serif — Display
--serif
'Fraunces', Georgia, serif
Agentic systems that ship.
Sans — Body
--sans
'Plus Jakarta Sans', system-ui, sans-serif
Helping IT companies and development teams build production-grade agentic AI.
Mono — Tags & code
--mono
'JetBrains Mono', ui-monospace, monospace
const claude = new Anthropic()
Headline anatomy

Production-grade agentic systems that ship.

Display serif at weight 600. One italic accent word in crimson (--brand). Body sentence ends with a period — never an exclamation mark.

04 — Voice

How we write

Direct, specific, hands-on. Speak from what has been built. If a sentence needs jargon to land, the explanation is not ready.

Simplicity first
Every concept must be explainable without jargon. If it requires jargon to explain, the explanation is not ready.
Authenticity over polish
Write and teach from what has been built and observed. Specific details beat broad statements every time.
Build in every session
80% hands-on. 20% concept. Never reverse this. Every session ends with working code.
05 — Usage rules

Non-negotiables

Seven rules keep the system coherent across pages and components. Break one and the brand drifts; break two and it stops feeling like jigarjoshi.in.

  • 01Crimson (--brand) appears once per visual unit. Never as a full-section fill — use --brand-light for tints.
  • 02Body sections alternate --bg and --bg-2 only. Never introduce a third surface color.
  • 03Italic is reserved for the accent word in a headline. Nowhere else.
  • 04No shadows beyond 0 4px 12px rgba(26,18,16,0.10).
  • 05Fraunces for headlines; Plus Jakarta Sans for body and UI; JetBrains Mono for tags and code.
  • 06Gold (--gold) is for highlights and CTAs on dark backgrounds — never as body text color.
  • 07Never use Inter, Source Serif, or other Anthropic-associated fonts on this site.

Designing or writing for the brand?

Get in touch for source files, additional usage notes, or co-branded materials.

Contact