# 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*

---

## Table of Contents

1. [Design System](#01-design-system)
2. [Swag & Merch Production](#02-swag--merch-production)
3. [Vendors & Ordering](#03-vendors--ordering)
4. [Downloads](#04-downloads)

---

## 01 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 `<code>`)
- 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

1. Maximum 5 colors per composition (excluding opacity variants)
2. Warm paper tones only — never pure `#ffffff`
3. High contrast text — minimum 4.5:1 body (WCAG AA)
4. Primary accent for actions (links, CTAs, active states)
5. Secondary accent decorative only — never body text
6. 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`.

---

## 02 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)

1. **Horizontal** — TheFocus.AI wordmark L→R. Min width 3in. For power bank, notebook, mug.
2. **Stacked** — 'The' top-left, 'Focus.AI' beneath. Min width 2in. For tote, hat, notebook spine.
3. **Mark** — F/A monogram. Min size 0.5in. For stickers, small spaces.
4. **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

---

## 03 Vendors & Ordering

### Anker Power Banks — Primary: CCharged

- **Website:** [ccharged.com](https://www.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:
1. Artwork files delivered (list all files + formats)
2. Color specification (Pantone/CMYK/hex per ink)
3. Placement diagram (where art goes, with measurements)
4. Orientation (horizontal on hats, stacked on totes, etc.)
5. Technique (engraving vs screen print vs embroidery vs deboss)
6. Dimensions (exact art area in inches/mm)
7. Quantity breaks (MOQ, per-unit price at Q, lead time)
8. 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 |

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## 04 Downloads

- 📄 **[Download this guide as Markdown](focus-brand-guide.md)** — Full reference
- 📄 **[Download DESIGN.md](design-system.md)** — Design system tokens only
- 📄 **[Download SWAG.md](swag.md)** — Merch production spec only
- 📄 **[Download Ordering Guide](ordering.md)** — Vendors & pricing only

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## Changelog

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