RaidGuild AI — Sub-brand Guidelines
The design system for raidguild.ai, RaidGuild's AI consulting agency. It contrasts with the main RaidGuild brand on purpose.
Relationship to RaidGuild
raidguild.ai was built by Dekan and Sam Kuhlman as a deliberate visual break from the main RaidGuild brand — dark, technical, and fantasy-free, where the main brand is warm, illustrated, and D&D-flavored.
Rule of thumb: raidguild.ai and its sub-pages use this system. Everything else — the main site, the cohort, the portal — uses the system at brand.raidguild.org. The two are not meant to blend.
Logo
The RaidGuild AI crossed-swords mark, in four color variants, and three lockup treatments pairing the mark with the wordmark.
Symbol
Lockups
Modern Lockup
Single-line sans-serif wordmark with the mark — matches this page's own typography.
Colors
Extracted from the live raidguild.ai stylesheet. The accent pink (#FF3863) lands almost exactly on the pre-2024-refresh RaidGuild red (#FF3864) — unintentional, and a nice coincidence.
#060609
hsl(240 20% 3%)
#0D0D12
hsl(240 15% 6%)
#202027
hsl(240 10% 14%)
#E8E6E3
hsl(30 10% 90%)
#2FD09A
hsl(160 63% 50%)
#FF3863
hsl(347 100% 61%)
#737B8C
hsl(220 10% 50%)
Typography
Three families: Space Grotesk for display, Inter for body, JetBrains Mono for code. No Mazius Display, no EB Garamond, no Ubuntu Mono — that's the main brand.
Space Grotesk — display
Forward Deployed AI
Inter — body
Intelligence embedded where the work gets done. RaidGuild AI places builders and operators inside your stack to design, ship, and maintain practical AI workflows.
JetBrains Mono — code
const agent = deploy(stack);
Voice
Technical, direct, minimal. No fantasy register — that's the whole point of the contrast.
- Say what the system does, not what it conquers.
- Name the technology. Skip the metaphor.
- Short sentences. No mercenaries, no quests, no guilds.