Internal reference

Identity.

Positioning, voice, and visual identity for Evalgist. Code sources from @evalgist/content-style and @evalgist/design-system.

Evalgist·Brand·v0·Geist Sans · Geist Mono

01Proposition

Evidence, not verdicts.

The brand promise. Every external surface stays beneath this ceiling.

The promise

Evalgist builds AI tools that help professionals evaluate large amounts of structured documents faster, more consistently, and with evidence. The human remains the decider; the AI supplies substantiation, not conclusions.

Three load-bearing clauses. Large volumes of structured documents: CVs, exam answers, proposals — not arbitrary conversation. Faster, more consistently, with evidence: three measurable promises. Substantiation, not conclusions: the product ceiling is set deliberately below "the AI decides."

02Audience

Episodic evaluators.

Professionals who do evaluation work a few times a year, not as a main job. The first pilot is academic because the pain is sharpest there, but the product is not education-only.

For

Selection committees

Academic hiring panels, school boards, scholarship juries — reviewing a few times a year.

For

Department chairs and professors

Evaluating applications, exams, or open-ended student work episodically.

For

SMB and non-profit hiring managers

One or two open positions at a time, without an existing ATS investment.

Not for

Corporate recruiters

Processing hundreds of CVs daily. Different tool, different economics.

Not for

Enterprise HR with existing ATS

Not replacing Greenhouse, Workday, or SAP SuccessFactors.

Not for

Generic AI assistant users

Not a chatbot. An evaluation instrument with evidence-anchored output.

03Voice

Sober. Confident. Dry.

Short sentences. Reference voice: The Economist, not TechCrunch. English even in Belgian context. The brand does not joke about regulators.

Prefer

evidenceevaluateshortlistgradeconsistentfairfasterper criterionper candidateper answerreviewdecideverifyprofessional

Avoid

revolutionarygame-changingunleashsuperchargeseamlesslyeffortlessly10xcutting-edgenext-generationdisruptive

✓ Do say

Evalgist Shortlist surfaces the candidates who best match your criteria, each anchored to quotes from their CV.

× Don't say

Supercharge your hiring with revolutionary AI-powered screening that seamlessly shortlists top talent.

Why: States the function, names the evidence. No superlatives, no startup enthusiasm.

✓ Do say

The human remains the decider. The model supplies substantiation.

× Don't say

Our AI makes smarter hiring decisions for you, so you don't have to.

Why: Evalgist never claims to decide. The product's value is that the human is accountable.

✓ Do say

Every score is traceable to a literal passage. Review it before you accept it.

× Don't say

Trust our AI — it's been trained on millions of documents.

Why: Authority comes from traceability, not scale.

Forbidden by default: emoji, exclamationMarks, superlatives, startupEnthusiasm, ironyTowardRegulators. On AI positioning: say "AI-assisted screening", not "Powered by AI". Name the function, not the marketing claim.

04Naming

Evalgist is the brand. Products take suffixes.

Never sub-brands with independent identity. First mention uses the full name; second mention may shorten to the suffix.

Pattern

Evalgist <Product>

First mention

Evalgist Shortlist

Second mention

Shortlist

Portfolio: Evalgist Shortlist · Evalgist Grade · Evalgist Review · Evalgist Interview · Evalgist Benchmark.

05The mark

Eight cells of ink. One cell of tone.

No outline, no frame, no highlight. The absence is a quiet member of the field, not a UI state.

Standard · ≥24 px · slate-300

Small-size · <24 px · slate-400

Inverted · dark surfaces

Single-color · print, stamp, etch

06Size ladder

The sizes it will actually be seen at.

Above 24 px the tonal cell renders at slate-300. Below 24 px it lifts automatically to slate-400 so the cell stays legible.

128 px

64 px

32 px

20 px

16 px

07Lockups

Mark, wordmark, and their agreed proportions.

Geist Sans 600. Primary wordmark ≈ 0.78× mark size; product suffix 10 px uppercase with 0.15em tracking, stacked beneath. Gap between mark and wordmark is optical.

Evalgist

EvalgistShortlist

EvalgistGrade

Evalgist

Scaling

Full lockup at markSize ≥ 24. In tight contexts (nav, breadcrumb, dense header) where mark size would fall below 24, use EvalgistWordmark — the wordmark alone at the desired size. Below is the wordmark at 15 px, the size used in the landing-page nav.

Evalgist

08Canonical values

Authoritative specification.

These values are the source of truth. Everything else is a derivation.

Ink	`#0f172a` — slate-900. Eight filled cells and the wordmark.
Tonal — standard	`#cbd5e1` — slate-300. Tonal cell at rendered sizes ≥ 24 px.
Tonal — small	`#94a3b8`— slate-400. Tonal cell at rendered sizes < 24 px (automatic lift).
Tonal — dark	`#94a3b8` — slate-400. Tonal cell on dark surfaces at all sizes.
viewBox	`0 0 100 100` for all standard renderings.
Cell size	`28u` — 28% of viewBox.
Gutter	`3u` — gap between cells.
Margin	`5u` — outer margin on all sides.
Cell positions	Columns at x=5, 36, 67. Rows at y=5, 36, 67.
Tonal cell	Middle-right. Position `(67, 36)` in viewBox coordinates.
Favicon geometry	16×16 pixel-tuned. Cells 4×4. Gutters 2 px.
Rendering	`shape-rendering="crispEdges"` — mandatory.
Clear space	One cell width (≈ 11% of symbol width) on all sides.
Minimum size	12 px digital. 8 mm print. Below this, use the wordmark alone.
Wordmark font	Geist Sans, weight 600.
Wordmark size	Primary: ≈ 0.78 × mark size. Product: ≈ 0.67 × mark size. Optically balanced.
Wordmark tracking	`-0.03em` primary. `-0.025em` product.
Suffix	Geist Sans 600, 10 px fixed, tracking `0.15em`, uppercase, slate-400.
Mark ↔ wordmark gap	≈ 28% of mark size. Optically balanced; not a fixed value.
Scaling	Full lockup at markSize ≥ 24. Below 24, use `EvalgistWordmark` (text only) or the mark alone. Do not compress the pairing.

09Usage in code

The component handles size- and surface-aware logic.

Never manually select between mark variants or hard-code lockup proportions. Import the primitive.

// Product UI — default size, inherits color
import { EvalgistMark } from "@evalgist/design-system/brand";

<EvalgistMark size={20} />

// Dark surface — sidebar, topbar, any inverted region
<EvalgistMark size={24} inverted />

// Full lockup — product pages, auth screens, hero
import { EvalgistLockup } from "@evalgist/design-system/brand";

<EvalgistLockup markSize={32} />

// Product header — Shortlist, Grade
import { EvalgistProductLockup } from "@evalgist/design-system/brand";

<EvalgistProductLockup product="Shortlist" markSize={32} />

// Tight context — nav, breadcrumb, dense header
import { EvalgistWordmark } from "@evalgist/design-system/brand";

<EvalgistWordmark size={15} />

// app/layout.tsx — wire the favicons
export const metadata = {
  title: "Evalgist",
  icons: {
    icon: [
      { url: "/favicon.svg", type: "image/svg+xml" },
      { url: "/favicon-32.png", sizes: "32x32", type: "image/png" },
      { url: "/favicon-16.png", sizes: "16x16", type: "image/png" },
    ],
    apple: "/apple-touch-icon.png",
  },
  manifest: "/site.webmanifest",
};

export const viewport = { themeColor: "#0f172a" };

10Do / don't

Constraints that protect the reading.

Rules first; then visual examples of violations.

DoRender on neutral backgrounds — white, slate-50, or slate-900 for inverted. Keep at least one cell of clear space.

Don'tOutline the open cell. Add a highlight, glow, or tile behind the mark. Recolor the tonal cell.

DoUse the mono variant for print jobs that cannot reproduce tone — stamps, embossing, single-ink silkscreen.

Don'tUse the mono variant on screen. The tonal relationship is part of the mark's identity.

DoPlace the mark on colored UI chrome if the underlying surface is neutral (mark on white inside a colored badge — fine).

Don'tPlace the mark on a tinted or gradient background. The tonal cell stops reading as tonal.

Mark violations

DoSquare cells, slate-300 tonal at ≥ 24 px.

Don'tRound the cells. Dashboard chrome.

Don'tRecolor the tonal cell.

Don'tFrame the mark. The field is the frame.

11Downloads

Source files for non-React contexts.

In product code, always use the React components. These files are for slide decks, email signatures, partner decks, press.

Vector

Raster