Brand Guide – theorizingdai.com

1. Color palette

Copy hex / RGB values verbatim. The green is the only brand accent — neutrals stay strictly within this set.

Primary

Accent — TDAI Green

#0a9688

rgb(10, 150, 136)

Primary CTA fill, links, eyebrow labels, logo "&"

Accent — hover

#077a6f

rgb(7, 122, 111)

Hover state of primary buttons

Accent — background

#e0f5f3

rgb(224, 245, 243)

Light-tint sections, badges, callouts

Neutrals

Background

#ffffff

rgb(255, 255, 255)

Page background

Background — dark

#0c2b25

rgb(12, 43, 37)

Hero scuri, footer, dark variants

Text

#111111

rgb(17, 17, 17)

Body text, titoli

Muted / secondary

#666666

rgb(102, 102, 102)

Sottotitoli, meta, captions

Border

#e0e0e0

rgb(224, 224, 224)

Bordi card, divider sottili

Status badges (Research Projects)

Open Closed Completed

State	Background	Border	Text
Open	`#dcfce7`	`#86efac`	`#15803d`
Closed	`#f1f5f9`	`#cbd5e1`	`#475569`
Completed	`#dbeafe`	`#93c5fd`	`#1e40af`

Session-type colors (Conference programme)

Type	Main color
Keynote	`#0a9688`
Panel	`#d97706`
Plenary	`#6d28d9`
Roundtable	`#2563eb`
Parallel	`#475569`
Poster	`#c026d3`
Social	`#db2777`
Break / Lunch	`#94a3b8`

2. Typography

All fonts are Google Fonts. Free for commercial use.

Stack

Role	Family	Weights	Google Fonts
Heading	`Syne`	600 · 700 · 800	fonts.google.com/specimen/Syne
Body / UI	`Space Grotesk`	400 · 500 · 600 · 700	fonts.google.com/specimen/Space+Grotesk
Logo "&"	`Nunito`	400 · 600	fonts.google.com/specimen/Nunito

Per PowerPoint / Word: installa le font da Google Fonts sul PC. In assenza, fallback accettabili: Inter per Space Grotesk, Bricolage Grotesque per Syne.

Type samples

H1 — Syne 800, 44–54 pt, line-height 1.15

Theorizing Data & AI

H2 — Syne 600, 36 pt, line-height 1.2

Our journey

H3 — Syne 700, 22–24 pt, line-height 1.3

London 2026 — Programme

Eyebrow — Space Grotesk 700, 11 pt, UPPERCASE, tracking +2px, color #0a9688

Research & Conversations

Body — Space Grotesk 400, 14–16 pt, line-height 1.7, color #111111

Long-form essays, working notes, and conversations from the TDAI community. We invite theoretical and empirical contributions on the entanglement of data and AI in organizations.

Muted — Space Grotesk 400, 12–13 pt, color #666666

By Cristina Alaimo · ESSEC Business School · May 28, 2026

3. Logo

Il logo è un singolo file SVG vettoriale riutilizzabile come blocco intero. Niente composizioni CSS — un file, un blocco, scaricabile da qui sotto.

Light variant

Per sfondi chiari (bianco / off-white)

⬇ Download SVG

Dark variant

Per sfondi scuri (testo bianco)

⬇ Download SVG

Anatomia (per riferimento)

Element	Font	Size / weight	Color
Barra verticale	—	3px solid, height 46px	`#0a9688`
Eyebrow "THEORIZING"	Space Grotesk	500, 9.5px, UPPERCASE, tracking +2.4px	`#666666` (dark: rgba(255,255,255,.5))
Main "Data AI"	Syne	800, 22px, letter-spacing -0.4px	`#111111` (dark: `#ffffff`)
"&" speciale	Nunito	600	`#0a9688`

Come usarlo

Web / HTML: incolla il file come <img src="logo-light.svg"> oppure inline (renderizza vettorialmente, scala senza perdita).
PowerPoint / Keynote / Word: Insert → Picture → seleziona il file SVG. Office 365 supporta SVG nativamente come blocco vettoriale.
Illustrator / Inkscape / Figma: apri il file. Per fornire il logo a terzi che non hanno le font installate, seleziona i testi e converti in outlines / paths: il file resta vettoriale e indipendente dalla font.

Le font Syne, Space Grotesk e Nunito sono embedded via @import Google Fonts nello SVG: si carica online da solo. Per uso 100% offline (PDF di stampa, stampa tipografica), converti i testi in paths.

Don'ts

Non distorcere le proporzioni — scala mantenendo il rapporto.
Non eliminare la barra verticale verde.
Non ricomporre il logo "a mano" con caratteri qualsiasi: usa l'SVG.
Non usare il logo nero su sfondi scuri — c'è la variante dark.
Non aggiungere ombre / glow / bevel.
Clearspace minimo attorno al logo = altezza del main "Data & AI".

4. CTAs (buttons)

Padding standard 12px 26px, border-radius 2px, font Space Grotesk 600 13pt.

Primary

Learn more → Submit your paper ↗

Property	Value
Background	`#0a9688` → hover `#077a6f`
Text	`#ffffff`
Border	1px solid `#0a9688`
Padding	12px 26px
Radius	2px

Outline (light)

← Back to Conferences

Outline (su fondo scuro)

Programme ↗

WhatsApp

Join WhatsApp group

CTA freccie / convenzioni

Direzione	Esempio	Uso
→	Learn more →	Link interno avanti
↗	Programme ↗	Link esterno (apre nuova scheda)
←	← Back to Conference	Torna indietro
⬇	⬇ Download programme (PDF)	Download asset

5. Labels & titles (eyebrow + title)

Pattern ricorrente: ogni sezione importante ha 2 righe — eyebrow verde uppercase + title nero in Syne.

People

Our community

Past Editions

Our journey

Specifiche

Element	Font	Size	Color	Note
Eyebrow	Space Grotesk 700	11pt	`#0a9688`	UPPERCASE, tracking +2px
Title (h2)	Syne 600	36pt	`#111111`	Case sentence

6. Status badges

Pillole rotonde per stati di call for paper / publications.

Open Closed Completed

Property	Value
Padding	3px 10px
Border-radius	999px (full pill)
Font	Space Grotesk 700, 0.72rem, UPPERCASE, tracking +0.05em
Border	1px solido (vedi tabella colori)

7. Cards

Tre tipi principali usati nel sito. Pattern condiviso: bordo sottile, radius minimo, hover discreto con ombra verde tenue.

Research card (article / publication)

cover image

Article

Theorizing data infrastructures and epistemic drift

A short note on how data infrastructures shape what counts as knowledge in data-intensive organizations.

Cristina Alaimo · May 28, 2026

cover image

Project Open

EJIS Special Issue — Theorizing the Data-AI Nexus

Call for papers on the entanglement of data and AI in organizations.

Deadline: January 15, 2027

Person card (community / speaker)

CA

Cristina Alaimo

ESSEC Business School

LW

Lauren Waardenburg

ESSEC Business School

Specifiche condivise

Property	Value
Background	`#ffffff`
Border	1px solid `#e0e0e0`
Radius	2px (research cards: 10px)
Hover shadow	`0 8px 24px rgba(10,150,136,0.10)`
Hover border	`#0a9688`
Hover translate	translateY(-2px)

Anatomia — Research card

Cover image (height 140-180px, full width, cover)
Type badge verde tenue (#e0f5f3/#0a9688) o status badge se progetto
Title H3 Syne 700, 1.18-1.35rem, color #111111
Excerpt 2-3 righe, Space Grotesk 400, color #666666
Meta autore · data (article) o deadline (project), 0.82rem muted

Anatomia — Person card

Foto 1:1 in alto (140-180px)
Nome Syne 700
Affiliation Space Grotesk muted
"Read bio →" testo verde (solo se presente bio)
Icona LinkedIn in basso a destra del body

8. Layout & spacing

Container	Max-width	Padding desktop / mobile
Standard	1100px	40px / 20px
Narrow (testi)	760px	40px / 20px
Wide (con sidebar)	1180px	40px / 20px

Spaziature verticali sezioni

Tipo	Padding-y
Sezione standard	88–96px
Sezione compatta	56–64px
Hero pagina	60–90px

Border-radius

Pulsanti / card	2px (taglio editoriale, secco)
Pillole / badge	999px (full pill)
Modal	10px

9. Iconografia

Icona	Uso	Stile / colore
LinkedIn	Profili community, footer	SVG inline, fill `#666666`, hover `#0077b5`
WhatsApp	CTA gruppo conferenza	SVG bianca su fondo `#25D366`
📍	Indicazione stanza / sede	Emoji inline
⬇	Download asset	Glyph inline nel CTA
↗	Link esterno	Glyph inline nel CTA

Per materiali di terzi: usa le icone ufficiali dei rispettivi brand pack.

10. Voice conventions

Elemento	Regola
Eyebrow	1–3 parole, sempre uppercase
Title	2–5 parole, case sentence (mai uppercase)
CTA	Verbo + sostantivo + simbolo direzione (es. "Learn more →")
Tone	Professionale-accademico, no marketing aggressivo
Lingua	Inglese internazionale (en-US)

Da evitare

Esclamativi (Join now!!)
Tutto maiuscolo nei body
Emoji decorative nel corpo testo (solo come icone funzionali — 📍 ⬇ ↗)

11. Quick-reference

Da copiare in cima a ogni file PowerPoint master.

COLORS Green primary #0a9688 Green hover #077a6f Green tint bg #e0f5f3 Dark bg #0c2b25 Text #111111 Muted #666666 Border #e0e0e0 FONTS Heading Syne (600/700/800) Body Space Grotesk (400/500/600/700) Logo & Nunito (400/600) CTA Fill #0a9688 | Text #FFF | Radius 2px Padding 12/26 | Font Space Grotesk 13pt 600 EYEBROW + TITLE EYEBROW: Space Grotesk 11pt 700 UPPERCASE tracking +2px #0a9688 Title: Syne 36pt 600 #111111

TheorizingDAI — Brand Guide

Contents

1. Color palette

Primary

Neutrals

Status badges (Research Projects)

Session-type colors (Conference programme)

2. Typography

Stack

Type samples

3. Logo

Anatomia (per riferimento)

Come usarlo

Don'ts

4. CTAs (buttons)

Primary

Outline (light)

Outline (su fondo scuro)

WhatsApp

CTA freccie / convenzioni

5. Labels & titles (eyebrow + title)

Specifiche

6. Status badges

7. Cards

Research card (article / publication)

Theorizing data infrastructures and epistemic drift

EJIS Special Issue — Theorizing the Data-AI Nexus

Person card (community / speaker)

Specifiche condivise

Anatomia — Research card

Anatomia — Person card

8. Layout & spacing

Spaziature verticali sezioni

Border-radius

9. Iconografia

10. Voice conventions

Da evitare

11. Quick-reference