Keep the wordmark drawn
ZUGER is the SVG in the kit. Never retype it, never set it in a serif, never add “AI” to the lockup.
Brand
One ball, one word,
One ball, one word,
eight colours.
The identity is deliberately small: a white ball with two red eyes, ZUGER drawn in one stroke, Swiss red for the company, and one colour per agent carried in the eyes. If you are writing about us or building an integration, everything you need is here.
THE LOCKUP
The ball,
then the word.
The mark sits left, the wordmark to its right, both on one baseline. On the bar the ball is 52px and the word 17px tall; in the footer and the Console door it is the same lockup, never a different one.
Where the lockup will not fit, keep the ball alone. Never the word alone, and never a different word.
THE MARK
A white ball with two eyes,
reused for every agent.
A sphere lit from the top-left, two round eyes, the left one a touch larger — the asymmetry is the whole character. The same ball serves as the company mark and as each agent’s avatar; only the eye colour changes: Swiss red for the company and for Dom, one colour for each of the others. It is one <symbol> in the page, so it never falls out of step.
THE WORDMARK
ZUGER, drawn.
Five capitals in one stroke weight, open geometric forms, the E as three bars with no stem, wide-set, all on one baseline. It is an SVG, not a typeface: never retype it in a font, never letter-space a font to imitate it. The source is in the press kit.
COLOUR
Black, white, Swiss red,
and a colour per agent.
Agent accents
TYPE
Two faces,
and a drawing.
| Face | Used for | Notes |
|---|---|---|
| Schibsted Grotesk | Display and body | 500 at display sizes with −0.02em tracking; 400 for body. |
| The drawn wordmark | ZUGER | An SVG, one stroke weight. Not a font — see above. |
| Geist Mono | Labels, data, code, status | 300–600. Tabular numerals, 0.06em tracking. |
USING IT
Five rules,
and one request.
Give the ball room
Clear space of at least half its height on every side. Do not crop the eyes — they are the part people recognise.
Do not recolour the ball
It stays white, lit from the top-left. Agent identity is carried by the eyes only, one colour per agent.
Do not animate it in a body of text
The blink, the glance and the breathing belong to the mark at logo scale. Inline in prose, it should be still.
On light backgrounds
A white ball needs its shadow. Keep the soft drop shadow the kit ships with, or set it on a dark plate.
Please ask before merch
We will almost always say yes, and we would like to see it first. press@zuger.ai.
Free plan · No card
Need the source files?
The ball, the drawn wordmark, the Console icon and the OG card — sent the same day.