Focus.AI Labs · Reference Document

Brand Design + Swag + Ordering

One-stop reference: Focus.AI design system, merchandise production specifications, and vendor ordering information.

TheFocus.AI — Brand Design + Swag + Ordering Guide

One-stop reference · Focus.AI design system, merchandise production specs, and vendor ordering info.
*As of June 4, 2026*

Design System
Swag & Merch Production
Vendors & Ordering
Downloads

Design System

Two Sub-Brands

Aspect	Client Brand	Labs Brand
Purpose	Services, proposals, client work	Research, experiments, public content
Aesthetic	Editorial magazine	Bell Labs research report
Accent Color	Petrol `#0e3b46` + Vermilion `#c3471d`	Rand-Blue `#0055aa` + Alert-Red `#d93025`
Signature Shadow	Soft card shadow	Offset: `10px 10px 0 rgba(0,0,0,0.1)`

Typography

Font Stack:

Display: Source Serif 4 — only for hero/h1, pull quotes, stat numbers
Body/UI: Inter (sans-serif)
Metadata: Courier Prime (monospace) — uppercase, wide tracking

Key Rules:

Negative letter-spacing on all headings
Body max-width 60ch at 1.6 line-height
Labels always Courier Prime, uppercase, 0.12em+ tracking
Never mix sans and mono in the same text block (except inline )


Use curly quotes, never straight quotes


Color Palette — Client

Color Hex Usage

Paper `#faf9f6` Primary background
Ink `#161616` Primary text, headings
Graphite `#4a4a4a` Secondary text
Petrol `#0e3b46` Primary accent, CTAs, links
Vermilion `#c3471d` Secondary accent (sparingly)
Border `#d4d3cf` Dividers, card borders

Tints: Cool #edf6f8, Sage #eef6ee, Warm #f7f0e6, Lavender #f2eef6, Aqua #edf6f6
Color Palette — Labs

Color Hex Usage

Paper `#f3f2ea` Primary background
Void `#1a1a1a` Primary text, borders
Rand-Blue `#0055aa` Links, CTAs, brand accent
Alert-Red `#d93025` Decorative numbers, callouts
Surface `#e6e4dc` Secondary backgrounds
Terminal-Green `#00ff41` CRT effects only (sparingly)

Opacity Hierarchy (text layering)
Primary:   color: var(--color-ink);                /* full text */
Secondary: color: rgba(22, 22, 22, 0.70);          /* labels, supporting */
Tertiary:  color: rgba(22, 22, 22, 0.40);          /* captions, metadata */
Disabled:  color: rgba(22, 22, 22, 0.20);          /* placeholder */
Spacing System
Base unit: 8px. Scale: 8, 16, 24, 32, 48, 64, 96, 128.

Token Value Usage

1 8px Tight inline gaps
2 16px Component internal spacing
3 24px Between related elements
4 32px Between components
6 48px Section padding (mobile)
8 64px Section padding (tablet)
12 96px Section padding (desktop)
16 128px Generous section padding

Color Rules

Maximum 5 colors per composition (excluding opacity variants)
Warm paper tones only — never pure #ffffff
High contrast text — minimum 4.5:1 body (WCAG AA)
Primary accent for actions (links, CTAs, active states)
Secondary accent decorative only — never body text
No gradients — use solid colors

Borders & Radius

Buttons/inputs: 4–6px radius
Cards/containers: 6–8px radius
Code blocks: 4px radius
Never rounded-full on large containers
Labs exception: Can use border-radius: 0 for institutional look

Dark Mode
Client dark shifts paper to #1a1816 (warm charcoal, not cold black), ink to #f5f4f1, petrol lightens to #1a8fa8, vermilion to #e06040.

Swag & Merch Production
Sub-Brand Selection

Item Primary Brand Alternate

Client gifts, executive kits **Client** Labs (tech-forward recipients)
Conference / event giveaways **Labs** —
Internal team gear **Labs** —
Open-source community **Labs** —

Logo Lockups (4 variants needed)

Horizontal — TheFocus.AI wordmark L→R. Min width 3in. For power bank, notebook, mug.
Stacked — 'The' top-left, 'Focus.AI' beneath. Min width 2in. For tote, hat, notebook spine.
Mark — F/A monogram. Min size 0.5in. For stickers, small spaces.
Labs — Focus.AI Labs wordmark with binding-strip accent.

*Reverse (light-on-dark) variants needed for all lockups.*
Color Conversions for Production
Client:

Color Hex CMYK Pantone

Paper `#faf9f6` 0 0 2 2 9063 C
Ink `#161616` 0 0 0 91 Black 6 C
Petrol `#0e3b46` 80 20 30 60 547 C
Vermilion `#c3471d` 0 75 90 20 1675 C

Labs:

Color Hex CMYK Pantone

Paper `#f3f2ea` 0 0 3 5 9063 C
Void `#1a1a1a` 0 0 0 90 Black 6 C
Rand-Blue `#0055aa` 100 40 0 30 2945 C
Alert-Red `#d93025` 0 84 82 5 179 C

Technique Constraints

Technique Min Line Min Text Notes

Screen printing 0.5pt 4pt Use Pantone solid inks (C/U per fabric)
Laser engraving 0.5pt 6pt (Courier Prime Bold) Pure BW high-contrast. Anker matte plastic → light gray on dark gray
Embroidery 1.5mm stroke 8mm cap height 3–5 thread colors max, max 12000 stitches per 4in logo
Debossing (foil) 0.5pt 6pt Single-color foil stamp (Petrol, Rand-Blue, or silver)
Pad printing (mugs) 0.5pt — Up to 4 spot colors or full CMYK. White underbase on dark

Item Specs
Power Bank (Anker 20K 87W)

Technique: Laser engraving
Art area: 1.5 × 0.8in (38 × 20mm)
BW line art only (no fills, no halftones)
BW SVG, 1200 DPI PNG, or AI/EPS with strokes → outlines
Avoid solid black areas >0.25in²

Notebook (Deboss)

Technique: Foil stamp debossing
Art area: 2 × 3in (51 × 76mm) centered
Single-color line art or text. Reverse/knockout for light foil on dark
SVG/AI with all strokes outlined. Spot color layer for foil
Silver or Rand-Blue foil on matte black cover

Ceramic Mug (15oz)

Technique: Pad print or screen print
Art area: 3 × 2in (76 × 51mm) single-side or wraparound
1–4 spot colors or full CMYK + white underbase
Labs: Rand-Blue accent band near rim + wordmark
Client: Petrol accent + wordmark

Die-Cut Stickers (3 designs)

Vinyl die-cut, 2 × 2in each
Max 3 colors per sticker. Include cutline layer + 0.125in bleed
Design A: Labs binding-strip icon
Design B: Retro terminal "signal > noise"
Design C: Renaissance Dürer-style compass/gear (Client)

Canvas Tote (10oz natural cotton)

Screen print, single-color. 10 × 8in (254 × 203mm) centered
Ink: Rand-Blue or Petrol. Option: small back-pocket logo

Structured Cap

Embroidery. 3 × 0.75in (76 × 19mm) above brim
3–5 thread colors. DST or PES embroidery file + source SVG
Front: Labs wordmark or F/A mark. Back: small 'thefocus.ai'

Heavyweight T-Shirt

Screen print. 12 × 14in center chest or full back 14 × 18in
1–2 spot colors. Bella+Canvas 6400 or similar
Option A: Small chest logo + large back design
Option B: Large front "Distill the Signal" in Inter Black + Courier Prime

Pre-Production Checklist
 Color conversion sheet to vendor (CMYK/Pantone for all colors)
 SVG/EPS logo lockups in all 3 variants (horizontal, stacked, mark)
 Reverse (white-on-dark) lockups for dark items
 Engraving art: pure BW, no fills, no lines under 0.5pt
 Embroidery art: 3–5 thread colors max, no text under 8mm
 Screen-print art: spot color separations on separate layers
 Sticker art: cutline layer + 0.125in bleed
 Color match by Pantone, not on-screen proof
 MOQ confirmed before art generation
 Physical sample approved before full run

Vendors & Ordering
Anker Power Banks — Primary: CCharged

Website: ccharged.com
MOQ: 12 units (smaller runs at premium)
Production: 4–5 days standard, 1–3 day rush
Technique: Custom laser engraving on genuine Anker products

Product Picks:

Product Price/Unit Best For

Anker 321 Power Bank (10K mAh) ~$27 Compact giveaway
Anker Slim 10K 22.5W ~$33 Slim, pocketable, fast charge
**Anker 20K 87W Power Bank** **~$65** **⭐ Best value — laptop-grade power**
Anker 25K 165W Laptop Bank ~$120 Premium executive gift
Anker MagGo 10K Slim (Qi2) ~$80 Wireless MagSafe

T-Shirts & Apparel

Vendor Specialty Best For

[Custom Ink](https://www.customink.com/) Bella+Canvas, hoodies, polos No huge minimums, Design Lab
[Merchology](https://www.merchology.com/) North Face, Herschel, Yeti, Patagonia Premium apparel, free logo setup
[Printful](https://www.printful.com/) Print-on-demand No inventory, drop-ship
[Real Thread](https://www.realthread.com/) Soft tees, sustainable Premium feel
[RushOrderTees](https://www.rushordertees.com/) Fast turnaround When you need it fast

Local Vendors (Torrington, CT area)

Vendor Specialty Best For

**Staples Promo** (15 S Main St, Torrington) Mugs, water bottles, shirts, hats Basic corporate swag, small runs
**More Than Words** (860-201-4499) Custom shirts, jackets, hoodies Apparel, embroidery, screen print
**Murphy Boyz Printing** (Litchfield County) Pens, mugs, lanyards, stickers Small promo items, event giveaways

Other Online Vendors

Item Recommended Vendor Price Range

Ceramic mugs [Staples Promo](https://www.staplespromo.com/) ~$5–13/unit
Insulated bottles [Merchology](https://www.merchology.com/), MiiR, Yeti ~$20–34/unit
Notebooks/journals Deboss (local or VistaPrint) ~$8–15/unit
Die-cut stickers [Sticker Mule](https://www.stickermule.com/) ~$2/unit at volume
Canvas totes Custom Ink, VistaPrint ~$6–10/unit
Hats/caps (structured) Custom Ink, local embroiderer ~$8–12/unit
Quarter-zip pullovers [Merchology](https://www.merchology.com/) ~$35–75/unit

Starter Kit Concept (~$100/kit)

Item Cost Purpose

Anker 20K power bank (engraved) $65 Hero piece — daily carry, seen by others
Debossed notebook $12 Permanent desk visibility
15oz ceramic mug $10 Permanent desk visibility
Die-cut sticker pack (3) $2 Self-brand laptops
Canvas tote (packaging) $8 Everyday bag
**Total** **~$97** All useful, all visible

Vendor Spec Sheet Template
Every vendor order should include:

Artwork files delivered (list all files + formats)
Color specification (Pantone/CMYK/hex per ink)
Placement diagram (where art goes, with measurements)
Orientation (horizontal on hats, stacked on totes, etc.)
Technique (engraving vs screen print vs embroidery vs deboss)
Dimensions (exact art area in inches/mm)
Quantity breaks (MOQ, per-unit price at Q, lead time)
Proof required (digital mockup before production, physical sample before run)

Assets Status

Asset Status Priority

Focus.AI Client wordmark Exists in HTML, needs SVG/EPS HIGH
Focus.AI Labs wordmark Needs creation HIGH
Stacked lockup (both brands) Needs creation HIGH
F/A monogram mark Needs creation MEDIUM
Color conversion sheet Needs creation HIGH
Power bank engraving art Needs creation HIGH
Notebook deboss art Needs creation MEDIUM
Mug print layout Needs creation MEDIUM
Sticker die-cut art (3 designs) Needs creation MEDIUM
Tote screen-print art Needs creation MEDIUM
Cap embroidery DST file Needs creation LOW
Tee screen-print art Needs creation LOW


Downloads

📄 Download this guide as Markdown — Full reference
📄 Download DESIGN.md — Design system tokens only
📄 Download SWAG.md — Merch production spec only
📄 Download Ordering Guide — Vendors & pricing only


Changelog

Date Change

2026-06-04 Initial consolidated guide — merged design system, swag production, and vendor ordering



  Focus.AI Labs · June 2026
  thefocus.ai · Pancake

Color	Hex	Usage
Paper	`#faf9f6`	Primary background
Ink	`#161616`	Primary text, headings
Graphite	`#4a4a4a`	Secondary text
Petrol	`#0e3b46`	Primary accent, CTAs, links
Vermilion	`#c3471d`	Secondary accent (sparingly)
Border	`#d4d3cf`	Dividers, card borders

Color	Hex	Usage
Paper	`#f3f2ea`	Primary background
Void	`#1a1a1a`	Primary text, borders
Rand-Blue	`#0055aa`	Links, CTAs, brand accent
Alert-Red	`#d93025`	Decorative numbers, callouts
Surface	`#e6e4dc`	Secondary backgrounds
Terminal-Green	`#00ff41`	CRT effects only (sparingly)

Token	Value	Usage
1	8px	Tight inline gaps
2	16px	Component internal spacing
3	24px	Between related elements
4	32px	Between components
6	48px	Section padding (mobile)
8	64px	Section padding (tablet)
12	96px	Section padding (desktop)
16	128px	Generous section padding

Item	Primary Brand	Alternate
Client gifts, executive kits	Client	Labs (tech-forward recipients)
Conference / event giveaways	Labs	—
Internal team gear	Labs	—
Open-source community	Labs	—

Color	Hex	CMYK	Pantone
Paper	`#faf9f6`	0 0 2 2	9063 C
Ink	`#161616`	0 0 0 91	Black 6 C
Petrol	`#0e3b46`	80 20 30 60	547 C
Vermilion	`#c3471d`	0 75 90 20	1675 C

Color	Hex	CMYK	Pantone
Paper	`#f3f2ea`	0 0 3 5	9063 C
Void	`#1a1a1a`	0 0 0 90	Black 6 C
Rand-Blue	`#0055aa`	100 40 0 30	2945 C
Alert-Red	`#d93025`	0 84 82 5	179 C

Technique	Min Line	Min Text	Notes
Screen printing	0.5pt	4pt	Use Pantone solid inks (C/U per fabric)
Laser engraving	0.5pt	6pt (Courier Prime Bold)	Pure BW high-contrast. Anker matte plastic → light gray on dark gray
Embroidery	1.5mm stroke	8mm cap height	3–5 thread colors max, max 12000 stitches per 4in logo
Debossing (foil)	0.5pt	6pt	Single-color foil stamp (Petrol, Rand-Blue, or silver)
Pad printing (mugs)	0.5pt	—	Up to 4 spot colors or full CMYK. White underbase on dark

Product	Price/Unit	Best For
Anker 321 Power Bank (10K mAh)	~$27	Compact giveaway
Anker Slim 10K 22.5W	~$33	Slim, pocketable, fast charge
Anker 20K 87W Power Bank	~$65	⭐ Best value — laptop-grade power
Anker 25K 165W Laptop Bank	~$120	Premium executive gift
Anker MagGo 10K Slim (Qi2)	~$80	Wireless MagSafe

Vendor	Specialty	Best For
[Custom Ink](https://www.customink.com/)	Bella+Canvas, hoodies, polos	No huge minimums, Design Lab
[Merchology](https://www.merchology.com/)	North Face, Herschel, Yeti, Patagonia	Premium apparel, free logo setup
[Printful](https://www.printful.com/)	Print-on-demand	No inventory, drop-ship
[Real Thread](https://www.realthread.com/)	Soft tees, sustainable	Premium feel
[RushOrderTees](https://www.rushordertees.com/)	Fast turnaround	When you need it fast

Vendor	Specialty	Best For
Staples Promo (15 S Main St, Torrington)	Mugs, water bottles, shirts, hats	Basic corporate swag, small runs
More Than Words (860-201-4499)	Custom shirts, jackets, hoodies	Apparel, embroidery, screen print
Murphy Boyz Printing (Litchfield County)	Pens, mugs, lanyards, stickers	Small promo items, event giveaways

Item	Recommended Vendor	Price Range
Ceramic mugs	[Staples Promo](https://www.staplespromo.com/)	~$5–13/unit
Insulated bottles	[Merchology](https://www.merchology.com/), MiiR, Yeti	~$20–34/unit
Notebooks/journals	Deboss (local or VistaPrint)	~$8–15/unit
Die-cut stickers	[Sticker Mule](https://www.stickermule.com/)	~$2/unit at volume
Canvas totes	Custom Ink, VistaPrint	~$6–10/unit
Hats/caps (structured)	Custom Ink, local embroiderer	~$8–12/unit
Quarter-zip pullovers	[Merchology](https://www.merchology.com/)	~$35–75/unit

Item	Cost	Purpose
Anker 20K power bank (engraved)	$65	Hero piece — daily carry, seen by others
Debossed notebook	$12	Permanent desk visibility
15oz ceramic mug	$10	Permanent desk visibility
Die-cut sticker pack (3)	$2	Self-brand laptops
Canvas tote (packaging)	$8	Everyday bag
Total	~$97	All useful, all visible

Asset	Status	Priority
Focus.AI Client wordmark	Exists in HTML, needs SVG/EPS	HIGH
Focus.AI Labs wordmark	Needs creation	HIGH
Stacked lockup (both brands)	Needs creation	HIGH
F/A monogram mark	Needs creation	MEDIUM
Color conversion sheet	Needs creation	HIGH
Power bank engraving art	Needs creation	HIGH
Notebook deboss art	Needs creation	MEDIUM
Mug print layout	Needs creation	MEDIUM
Sticker die-cut art (3 designs)	Needs creation	MEDIUM
Tote screen-print art	Needs creation	MEDIUM
Cap embroidery DST file	Needs creation	LOW
Tee screen-print art	Needs creation	LOW

Brand Design + Swag + Ordering

TheFocus.AI — Brand Design + Swag + Ordering Guide

Table of Contents

Design System

Two Sub-Brands

Typography

Color Palette — Client

Color Palette — Labs

Opacity Hierarchy (text layering)

Spacing System

Color Rules

Borders & Radius

Dark Mode

Swag & Merch Production

Sub-Brand Selection

Logo Lockups (4 variants needed)

Color Conversions for Production

Technique Constraints

Item Specs

Pre-Production Checklist

Vendors & Ordering

Anker Power Banks — Primary: CCharged

T-Shirts & Apparel

Local Vendors (Torrington, CT area)

Other Online Vendors

Starter Kit Concept (~$100/kit)

Vendor Spec Sheet Template

Assets Status

Downloads

Changelog