Brand reference · v2.0 · Tús (toosh) AI
A practical mark
for practical AI.
Tús is Irish for beginning. This is the single source of truth for our identity. Built for press, partners, and the people we work with every day. No hype, no decoration that does not earn its keep. Just the system, in full.
§ 01 · Logo system
One wordmark.
Three voices.
The wordmark is set in Instrument Serif with an italic AI tail. A single typographic gesture that says thoughtful first, technical second. The standalone T· mark carries the same dot accent and is used wherever space is tight.
Clear space
Reserve a margin equal to the height of the cap T on every side. Do not crowd it with other marks, photos, or rules.
TúsAI T T
Minimum sizes
Below these sizes the dot accent disappears and legibility fails. Use the T· mark instead.
TúsAI ≥ 32px · digital
TúsAI ≥ 18px · UI
TúsAI ≥ 14px · floor
Do · don't
✓ Do TúsAI Italic AI in moss or clay. That is the rule.
✗ Don't TúsAI Do not recolour outside the system.
✗ Don't TúsAI Do not stretch or distort.
✗ Don't TúsAI Do not reset it in another typeface.
§ 01.5 · Application icons
Where the mark lives
at small sizes.
The same circular T monogram, rasterised for browser tabs, iOS home screens, social profiles, and link previews. Download whichever variant fits the surface.
§ 02 · Colour system
Bog, moss,
and a little clay.
A grounded, Irish-landscape palette. Bog runs the structure and the type. Moss is the considered accent. Interactive elements, emphasis, and our editorial voice. Clay is the warmer signal. Campaigns, alerts, and moments that need to feel human.
Bog
900
900
Moss
600
600
Paper
50
50
Clay
500
500
Stone
100
100
Ochre
500
500
Bog
Neutral scale, warm-shifted. Use 900 for type, 200 for hairlines, 50 for canvas. Never pure black, never pure white. bog-25#F8F4EC
bog-50#F2EDE3
bog-100#E9E2D5
bog-200#DBD2C5
bog-300#BFB4A8
bog-400#9D9085
bog-500#7A6E63
bog-600#5A5048
bog-700#3E3731
bog-800#2A2521
bog-900#1A1715
Moss
Our primary accent. Replaces the previous emerald. Quieter, more grown, more Irish. Use 600 for buttons and links, 50 for tinted surfaces. moss-50#EAEFE4
moss-100#D6E1D2
moss-200#B8CCB4
moss-300#9DB89F
moss-400#7AA17C
moss-500#4F7359
moss-600#3C5C44
moss-700#2D4A36
moss-800#243B2B
moss-900#1E2E22
moss-950#13201A
Clay
Warm support. Use sparingly. Campaign covers, callouts, and the occasional pull-quote. Never the primary CTA. clay-50#FBF1EA
clay-100#F0D9C8
clay-200#E5BBA1
clay-300#D89478
clay-400#C97352
clay-500#B85A3A
clay-600#A8492C
clay-700#8A3F26
clay-800#6E3320
clay-900#54281A
clay-950#341910
Allowed pairings
A short list of foreground / background combinations we permit. Anything outside this list goes to design review.bog-900 on paper
paper on bog-900
paper on moss-600
paper on clay-500
bog-900 on stone-100
bog-900 on ochre
§ 03 · Typography
Editorial
meets engineering.
Two faces from Google Fonts, plus a mono. Instrument Serif gives us editorial weight without going period. Geist handles every working surface. Geist Mono labels the system.
RegularBeginning, in earnest.
Italica quiet kind of useful.
Regular 400Practical AI tools and automation for Irish SMEs.
Medium 500Workflows and outcomes, not tools and hype.
BodyWe replace the boring bit of your business with something that runs on its own. Quote generation, customer enquiries, dashboards, client portals. Built once, owned forever, no per-seat subscription tax.
Eyebrow§ 03 · Typography
Token--color-moss-600: #3C5C44;
Caption12px · 500 · uppercase · tracked +.08em
Type scale, in use
UseExampleSpecTracking · Leading
Display H1 Beginning Instrument · 64 to 148px · Reg -.025em · .92
Section H2 Quietly useful. Instrument · 40 to 84px · Reg -.02em · .96
Card H3 Built once, owned forever. Instrument · 28 to 44px · Reg -.01em · 1.02
Body We replace the boring bits of your business. Geist · 16px · 400 0 · 1.55
Small Limited company registered in Ireland. Geist · 13px · 400 0 · 1.5
Eyebrow § 04 · Voice & usage Geist Mono · 11px · 500 +.08em · uppercase
§ 04 · Voice & writing
Plain, practical,
no hype.
We sell calm. The writing sounds like a competent person across the table from a busy small-business owner. Not a SaaS landing page, not a futurist, not a consultancy deck. Irish English throughout. Short sentences. Concrete examples.
01
Outcomes, not tools.
Lead with what changes for the business. "Quote turnaround drops from 3 days to 20 minutes" beats "powered by GPT-4o". Name the workflow before the technology.
02
Short sentences. Full stops.
No em dashes. No semicolons where a full stop would do. If a sentence can be split, split it. Plain words over clever ones, every time.
03
Irish English, always.
Colour, organisation, behaviour, recognise, analyse. Use Irish examples. Co. Cork, VAT, Revenue, the LEO network. Avoid American spellings even in code comments.
04
Concrete over abstract.
"A solicitor's office drowning in intake forms" lands. "AI-powered legal workflow optimisation" doesn't. Name the trade, the role, the document, the hour of the day if it helps.
05
Honest about scope.
Say what we don't do as readily as what we do. We don't train foundation models. We don't replace your accountant. We're not going to magically read a 200-page contract for you.
06
Built once, owned forever.
Our economic proposition shows up in the writing. Per-project, not per-seat. Practical, not subscription-shaped. Say it plainly when it's relevant.
Say this, not that
Say Don't say Quote turnaround dropped from 3 days to 20 minutes. 10x your quote generation velocity with GenAI. A custom tool for your team, owned by your business. An end-to-end AI-powered SaaS platform. We start with a paid audit. No free pitches. Book a free strategy call to unlock your potential. It runs on your stack. No per-seat fees. Cutting-edge cloud-native AI orchestration layer. Built for Irish SMEs. Based in Kinsale. Empowering global enterprises with bleeding-edge AI.
§ 05 · Tokens for engineering
The system,
in code.
Tailwind CSS v4. Drop the block below into src/styles/global.css and you have the full palette and type stack. Variable names are stable across versions.
/* Tús AI · design tokens · v2.0 */
@theme {
/* Type */
--font-serif-display: "Instrument Serif", "Times New Roman", serif;
--font-geist: "Geist", ui-sans-serif, system-ui, sans-serif;
--font-geist-mono: "Geist Mono", ui-monospace, Menlo, monospace;
/* Bog · neutral, warm-shifted */
--color-bog-25: #F8F4EC;
--color-bog-50: #F2EDE3; /* canvas */
--color-bog-100: #E9E2D5;
--color-bog-200: #DBD2C5; /* hairlines */
--color-bog-300: #BFB4A8;
--color-bog-400: #9D9085;
--color-bog-500: #7A6E63; /* secondary type */
--color-bog-600: #5A5048;
--color-bog-700: #3E3731;
--color-bog-800: #2A2521;
--color-bog-900: #1A1715; /* primary type */
--color-bog-950: #0E0C0A;
/* Moss · primary accent */
--color-moss-50: #EAEFE4;
--color-moss-100: #D6E1D2;
--color-moss-300: #9DB89F;
--color-moss-500: #4F7359;
--color-moss-600: #3C5C44; /* default accent */
--color-moss-700: #2D4A36;
--color-moss-900: #1E2E22;
/* Clay · support */
--color-clay-100: #F0D9C8;
--color-clay-300: #D89478;
--color-clay-500: #B85A3A; /* alerts / campaigns */
--color-clay-700: #8A3F26;
/* Ochre · tertiary */
--color-ochre-500: #B8924A;
}Radius
Brand surfaces are unrounded. UI surfaces use a 2px radius. Hero photography and slide artwork have no radius.
--radius-ui: 2px;
Spacing
8-point grid. Section padding is 96px desktop, 64px tablet, 48px mobile. Inner padding uses an 8 / 16 / 24 / 32 / 48 / 64 / 96 ramp.
--space-section: 96px;
Motion
Quiet. 180 to 240ms standard ease, no bounce. We do not animate type weight or letter-spacing. Hover states shift opacity or position, not colour.
--ease-quiet: cubic-bezier(.2,.6,.2,1);
A practical mark for practical AI.
The full Tús AI logo family. Outlined Instrument Serif paths, so the files render identically on any host, whether the font is installed or not.
Wordmarks
App icons
Press · partnerships help@tusai.ie Kinsale, Co. Cork
© 2026 Tús AI · Trading name of Ethical Digital Marketing Limited v2.0 · 11 May 2026 · Built in Kinsale