Brand
The loop, and the rules that keep it honest.
Everything below is the whole system — one mark, one wordmark, one accent, one icon set. If you need Semperi in something you’re publishing, take the files here rather than redrawing them.
The mark
One stroke that never closes
Semperi is said sem-PEH-ree, stress on the middle. Inside it is the Latin semper impiger — always diligent, never idle. The name keeps the first word; the mark carries the rest. A single unbroken stroke that spirals past its own start instead of closing — no beginning, no end, and a visible step where it overlaps. Always on: work that keeps going, not a project that finishes.
- Grid
- 120 × 120, stroke 15
- Radii
- Outer 48 → inner 35, four quarter arcs
- The step
- 19 units — never closed, never narrowed
- Terminals
- Round caps. No tapers, no arrowheads
- Clear space
- One stroke width (height ÷ 8)
- Minimum size
- 16px, favicon included
Never
- Close the gap
- Thin the stroke
- Rotate it
- Stretch it
The step survives to 16px, which is why the favicon is the mark and not a letter. Below that it closes up — use the wordmark instead.
Lockups
Three lockups, no others
Primary, horizontal. Mark height = cap height × 1.15, gap = mark width ÷ 2.
Stacked, for square spaces. On colour the rule is ink on lilac, light on ink — the mark is never lilac on lilac.
Writing the name.
One word, capital S, the rest lowercase — Semperi, said sem-PEH-ree. Never Semperi AI, SEMPERI, or the Semperi. The category belongs after the name, never inside it: Semperi — an AI growth team for local business.
The wordmark is drawn, not set.
Stroke 22 on a 100 x-height, one 39-unit radius for every round letter, round terminals, optically kerned. The tittle is the brand’s lilac dot. Do not retype it in DM Sans or any other face — if the drawn file isn’t available, use the mark alone.
Never
- Recolour it
- Box or outline it
- SemperiRetype the wordmark
- Stack it on busy art
Colour
Lilac leads, ink does the work
Lilac is Semperi’s colour: the icon field, the tittle, and the one accent a viewer should remember. Ink carries every mark, every headline, and the primary button. Lilac is a surface — never a text, link, or hover colour. Two background colours per view, never more.
- Lilac#e7dbfcIcon field, panels, covers
- Lilac deep#c3a8f0Strokes, tittle, small marks
- Ink#171717Marks, headlines, buttons
- Canvas#f6f5f4The page ground
Secondary tints — one meaning each, never repurposed
- Butter#fbe697Results and metrics
- Mint#c6f5daSteps, measured progress
- Rose#ffd3d3The owner's own voice
- Amber#f3a51cStars and markers only
Text ramp
#171717 — headings
#454545 — body
#636363 — labels
#441904 — metrics on butter
Surfaces
Canvas · tray · card — separated by shadow, not border. Gradients are card fills only: two stops, pastel to white, never a background.
Type
Two display faces, one body face
Onest 500 · display · 84 / 64 / 48 / 32
Grow like a chain
DM Sans 500 · hero and stacked testimonial · 78 / 34
More customers, more repeat visits
Inter · body and UI
18/28 body — the brief lands with the three things that need your tap, and nothing else.
16/28 UI · buttons and nav
14/20 quiet labels and captions
Architects Daughter · one signature line only
Always on. Always your call.
Weights 400, 500, 600, 700. Display text is always 500 — never bold. Sentence case everywhere; no all-caps, ever. No mono in this system.
Words
Calm, plain-spoken, owner-first
Talk like a sharp operator sitting across the table — not a pitch deck, not a chatbot. The owner is the hero; Semperi works for them. Name the job (review reply, listing fix, follow-up) instead of the category. One idea per sentence. Sentence case everywhere, no all-caps, and emphasis by weight — never italics in display.
Never ships
seamless · robust · cutting-edge · revolutionary · unlock · supercharge · next-gen · AI-powered as an empty modifier · leverage · synergy · disrupt · world-class · 10x · game-changing
And the rule that outranks style: the site sells the vision, the app is the build. No invented metrics, logos, or testimonials. No promised rankings.
Describing Semperi
One line
Semperi is an always-on AI growth team for local businesses — it finds customers, fills the calendar, and brings people back, in the owner’s voice.
Short paragraph
Semperi gives an independent local business the growth team it can’t hire: continuous work on local search, reviews, content, and follow-up, run as work rather than reported as a monthly dashboard. Nothing public goes live without the owner’s approval. Semperi is in early access at www.semperi.com.
Icons
One icon set, no exceptions
The set is closed: Hugeicons free set only, plus the loop — the one custom SVG in the system. No second library, no emoji, no hand-drawn glyphs. Choose by meaning, not by the name the icon had in another set. Stroke 1 at size 32+, 1.5–2 inline.
- Reviewsmessage-01
- Visibility · local searchmaps-location-01
- Revenueanalytics-up
- Copypen-01
- Socialimage-01
- Retentionmail-open-01
- Approval gatecheckmark-square-01
- Daily briefsun-01
- Bookingscalendar-03
- Anomaly alertalert-01
- Orderingshopping-bag-01
- Customersuser-multiple
In use
Where the mark actually lands
The favicon is the mark at 16px — no letter, no simplified variant. It is the same file as every other size.
Semperi
@semperi
Always on. Always your call.
Why the lockup starts at 22% and never gets recentred — the avatar sits in the first fifth of the cover on every platform.
hello@semperi.com
www.semperi.com
85 × 55mm. Ink on card, mark on lilac — the same two-colour rule as everywhere else. No gradient, no third colour, no varnish standing in for design.
Window decal and door badge. At distance the loop is the only thing read — which is why it is never boxed, outlined, or given a second colour to compete with.
Files
Take these, don't redraw them
Avatars and app icons
Square PNG with the ground baked in — profile pictures, app stores, and Slack all reject a transparent SVG. The loop sits at 78% so a circle crop never clips the stroke.
Lockup on a ground
2400px PNG with clear space already applied — for decks, docs, and partner sites. Don’t add your own padding on top.
Profile covers
Sized to each platform exactly. The lockup starts at 22% from the left so it clears the avatar X hangs there and the logo LinkedIn puts in the same place — don’t recentre it.
LinkedIn personal 1584 × 396Ink
Vector
Transparent SVG for print and for placing on a ground of your own. Scales to any size — use these wherever the format is accepted.
Questions, or a use we haven’t covered?
Press, partners, and anyone putting the mark somewhere public — write to us first and we’ll get you the right file.