---
title: Imperium Brand - the canonical style + identity system
tags:
  - "brand"
type: skill
status: active
created: 2026-07-26
updated: 2026-07-26
description: "Load the canonical Imperium brand system before creating ANY Imperium-branded asset. Colours, fonts, voice, entity naming, and per-surface rules all live in assets/imperium/brand-v5/. Use when building or designing an Imperium website, landing page, dashboard/console, deck, blog post, article, LinkedIn/social post, email, document, or any generated image/graphic for the company. Triggers on \\"Imperium website\\", \\"Imperium deck\\", \\"Imperium blog\\", \\"Imperium post\\", \\"landing page\\", \\"brand colours\\", \\"style sheet\\", \\"brand kit\\", \\"on-brand\\", \\"Imperium graphic\\", or any company-facing asset. Personal brand (Alex Kaymakanov) is a SEPARATE system, do not use this."
name: imperium-brand
---

# Imperium Brand Skill

Before producing any Imperium-branded asset (website, landing page, dashboard, deck, blog, article,
social post, email, document, image, or graphic), load the canonical kit and apply it.

## Step 1 - Load the kit
Read, in order:
1. `assets/imperium/brand-v5/BRAND-BOOK.md` - identity, voice, visual system, entity, do/don't.
2. `assets/imperium/brand-v5/imperium-tokens.css` or `tokens.json` - the exact tokens.
3. `assets/imperium/brand-v5/ai-image-prompt-pack.md` - only if generating images.

## Step 2 - Apply the non-negotiables
- **Name:** the company is **Imperium**. Never "Imperium Growth". Contracts/invoices only use the
  legal entity **Imperium Group Holdings LLC** (rule 33).
- **Colour:** greens only. Primary `#11462C`. One Ember `#E23A28` accent, sparingly. No warm browns,
  no pure white fills, no neon. Use tokens, never hardcode hex.
- **Type:** Emilio Light (display) + Switzer (body). Call weight presets, never synthetic weight.
  No mono. 40px radius (locked 2026-07-27; 10px inputs, pill tags).
- **Icons:** UI icons come from Microsoft's open-source **VS Code codicons** ONLY
  (github.com/microsoft/vscode-codicons, icons CC BY 4.0). The kit's `icons/` folder carries the
  sanctioned 22, recoloured to `fill="currentColor"` (mint on dark, Racing Green on light) with
  attribution in `icons/LICENSE-codicons.txt`. Need one beyond the 22? Fetch
  `https://raw.githubusercontent.com/microsoft/vscode-codicons/main/src/icons/<name>.svg`,
  recolour to currentColor, keep the 16x16 viewBox. Name maps: plus→add, spark→sparkle,
  external-link→link-external, upload→cloud-upload; arrow-up-right = arrow-up rotated 45°.
  NEVER hand-draw or AI-generate a UI glyph. Company/app logos are NOT icons — use the
  app-icons skill/process.
- **Voice:** `content-pipeline/voice-profile/alex-voice-guide.md`. No em dashes, no emojis, no AI slop
  (rule 11). Serious, grown-up, warm. Imperium serves SMEs ("the Palantir for SMEs"), not enterprise; never call clients "enterprise".
- **Never** reference Alex's age (rule 13). **Never** fabricate numbers (rule 31).

## Step 2b - Software mockups of Imperium OS
Any request for interface renders / product marketing mockups of Imperium OS → use the
**mockups-v5 kit** (`assets/imperium/mockups-v5/`) with the **mockup-studio** skill. Recipe:
`assets/imperium/brand-v5/downloads/mockups/MOCKUPS.md`. Non-negotiables: UI is CODE (never
model-drawn), Switzer UI + Emilio display, codicon glyphs, monogram watermark
(`mark-watermark.svg`, never a generic serif I), transparent renders via
`_scripts/render-alpha.sh` (alpha shadows, auto-expand so nothing clips). Premium ladder:
GPT Image 2 edit-mode (only UI-safe finisher) → optional Higgsfield glass/light art pass on
the FINISHED hero only (it garbles raw UI text).

## Step 3 - Match the surface
Use the per-surface table in BRAND-BOOK.md section 8 (website / console / deck / social / blog / email).
Console UI uses `data-theme="console"`.

## Step 4 - Do not use for the personal brand
The Alex Kaymakanov personal brand (Fraunces + Mona Sans + champagne / warm-dark) is a separate system
(BRAND-BOOK.md section 10). If the surface is Alex-the-person (alexkaymakanov.com, personal social,
podcast), use that system instead, not this one.

## Step 5 - Quality gate before shipping
Run the AGENTS.md §4 quality gate (avg ≥9.5, no dimension <8, max 3 iterations). Fail conditions: colour drift off `#11462C`, wrong font weight, a stray brown, a pure
white fill, more than one Ember element, an em dash, "Imperium Growth", or any age reference.

## Related
- `assets/imperium/brand-v5/` (the kit) · rule 33 (entity) · rule 13 (age) · rule 31 (numbers)
- `.claude/skills/media-hub.md` (auto-save generated assets) · `.claude/skills/quality-gate.md`
- `.claude/skills/website-creator.md` / `3d-website-enhancer.md` (build sites using this brand)
