Apilon AI - Brand Guidelines
Brand Guidelines

Apilon AI
Brand Standards

Colors, type, logo, voice, and component patterns - everything needed to represent Apilon AI consistently.

Domain
apilon.ai
Primary Email
Version
v1.0 - May 2026
Market
Denmark + USA (HVAC)
02 - Color

Color System

Primary Palette

Background#090a0a
Page background, deepest layer
Surface#0d1a1e
Sections, elevated areas
Teal Primary#0f4b56
Primary brand color, CTAs, accents
Orange#f27d16
Primary CTA, highlights, urgency

Secondary Palette

Card#101415
Cards, modals, panels
Teal 2#146475
Hover states, teal highlights
Orange Light#ffad60
Gradient pair, stat highlights
Border#1c2c2f
All borders, dividers, rules

Text Palette

Text Primary#eff3f4
Headlines, body, strong UI text
Text Muted#809097
Captions, labels, secondary copy
Text Dim#4a6068
Inactive states, decorative text

Gradients

Orange Stat Gradient
135deg - #f27d16 to #ffad60 - stat numbers, highlights
Hero Gradient
160deg - dark to #0f4b56 - hero sections, banners
Accessibility: All primary text (#eff3f4) on dark backgrounds meets WCAG AA. Orange (#f27d16) passes on dark backgrounds for large text and UI elements, but is not suitable for small body copy.
03 - Typography

Typography

Inter

Single typeface - Inter via Google Fonts. Free, screen-optimized, 9 weights.
Import: Inter:wght@300;400;500;600;700;800;900

Type Scale

Display / Hero Answer Every Call 48px / 900 / -0.05em
H1 AI Voice Receptionist 36px / 800 / -0.04em
H2 How It Works 28px / 800 / -0.03em
H3 Emergency Routing 20px / 700 / -0.02em
H4 Set up in 48 hours 16px / 700 / -0.01em
Body Large Your AI answers every call 24/7, books appointments, and routes emergencies instantly. 18px / 400
Body Configure once. Handles every inbound call without extra staff or overhead. 15px / 400
Small / Caption Last updated 2 minutes ago 13px / 500
Eyebrow / Label AI Voice Agent 11px / 600 / +0.12em / UC

Font Weights

Light 300
".ai" suffix, decorative large text
Regular 400
Body copy, descriptions
Medium 500
Navigation, captions, labels
Semibold 600
Eyebrows, badges, buttons
Bold 700
H3-H4, feature names
Black 900
Hero display, stat numbers
04 - Components

UI Components

Buttons

Primary CTA
Orange bg, white text, orange glow on hover. One per section - the main conversion action.
bg: #f27d16glow
Secondary
Teal bg, light text. Supports the primary CTA without competing with it.
bg: #0f4b56
Ghost
Transparent bg, border only. Low-emphasis: "learn more", nav actions, filters.
border: #1c2c2f

Badges & Eyebrows

AI Voice Agent Live Urgent Pending HVAC GDPR 24/7

Feature Cards

Every Call Answered
Your AI picks up 24/7 - evenings, weekends, and public holidays.
Instant Booking
Collects name, address, issue, and time window - books directly into your calendar.
Emergency Routing
Gas leak, burst pipe, no heat - transfers to on-call in under 30 seconds.

Stat Numbers

24/7
Always available
48h
Live in 48 hours
0
Missed calls
DKK
3,000 - 8,000/mo
Stat rule: Only use real or verifiable numbers. Never fabricate client results or testimonials.
05 - Voice & Tone

Voice & Tone

Confident. Clear. No fluff.

Apilon AI talks to business owners who are drowning in missed calls. They want a solution, not a pitch. Speak like a trusted expert who gets straight to the point and earns credibility through specificity.

Direct - not vague
"Every missed call is a lost job. Our AI picks up where you left off."
Credible - not hype
"Handles emergency routing, booking, and FAQ - without guessing."
Calm - not pushy
"Book a 20-minute call. See exactly how it works before you commit."
Specific - not generic
"Gas leak detected - transfers to on-call technician in under 30 seconds."
Human - not robotic
"We build it, test it, and train it. You just answer fewer calls."
Honest - not overclaiming
"The agent never gives price estimates - always routes to a technician."
Write This
"Stop losing jobs to missed calls"
"Live in 48 hours - no IT required"
"Your AI receptionist, without the salary"
"Signs off every call with an SMS confirmation"
"No minimum contract - cancel any time"
Not This
"Revolutionary AI platform disrupts the industry"
"Best-in-class synergistic voice solutions"
Unverified stats: "Our clients saw 300% more revenue"
Exclamation marks on every sentence!!!
Claiming audio stays in EU (not verified yet)
06 - Spacing

Spacing & Layout

Spacing Scale (4px base)

4px
xs - inline gap, icon pad
8px
sm - tight gap
12px
Badge / eyebrow padding
16px
Base gap between elements
24px
Card padding, column gap
32px
Section inner padding
48px
Hero padding, large gaps
80px
Section top padding

Border Radius

4px
Tags, code snippets
6px
Nav links, small elements
8px
Buttons, inputs
12px
Card sm, compact panels
16px
Cards, modals
999px (pill)
Badges, eyebrows, tags

Layout

1080px
Max content width
40px
Horizontal page padding
16px gap
Default card grid gap
07 - Rules

Core Brand Rules

Brand Name & Identity

Always write: Apilon AI
Domain: apilon.ai
Email format: [email protected]
Never write just "Apilon" in formal context
Never abbreviate or alter the name

Positioning

"Your AI voice receptionist. Always on."
Done-for-you AI voice agents for HVAC businesses. Clients pay a monthly retainer and never touch the tech.
HVAC-firstDone-for-you24/7GDPR

GDPR & Claims

Always sign a DPA before any client goes live
GDPR consent fires first sentence of every call
Do NOT claim "audio stays in EU" - not verified
Never cite unverified stats or client results
Never fabricate testimonials or outcomes

Agent Personas

Sofia - HVAC demo, professional, efficient, warm
Emma - Hospitality demo, warm, slightly informal
Sophie - English appointment setter (EN market)
Maja - Hotel demo (Hotel Strandvig)
Sofie - Roofing demo (Phønix Tag)
Sales vs. tech split: Proposals go out under Jeppe's name. Johan is not referenced externally. Keep tech language minimal in all client-facing materials - focus on outcomes, not infrastructure.