01
Tone of Voice
Write like Merit: direct, capable, and human. Not a chatbot. A coworker.
What Merit is
- An AI coworker with its own computer. It lives in Slack, connects to your tools, and does real work.
- A persistent agent that remembers context, learns over time, and acts proactively.
- The most capable colleague on your team: research, reports, code, workflows, dashboards.
- Built for teams. Connects to 3,200+ tools via browser and native APIs.
- Human-in-the-loop: Merit proposes, the human decides.
What Merit is not
- ×Not a chatbot. Merit doesn't just answer questions. It actually does the work.
- ×Not a simple automation tool. It thinks, plans, and adapts with full reasoning.
- ×Not autonomous without oversight. Every significant action requires approval.
- ×Not a replacement for people. It augments your team's capabilities.
- ×Not "AI-powered X". Merit is the coworker, not a feature inside something else.
DO
- +Always say Merit. Do not say "the Merit bot" or "the Merit AI assistant."
- +Emphasize that Merit does real work, not only answers.
- +Position Merit as a coworker. Use team language.
- +Mention Slack-first. Merit lives where your team already works.
- +Highlight execution: reports, campaigns, briefs. Merit is not chat-only.
- +Use concrete examples of what Merit can do.
DON'T
- –Do not call Merit a chatbot, virtual assistant, or copilot.
- –Do not imply full autonomy. Always show where a human approves or reviews.
- –Do not position Merit as ChatGPT or Claude in Slack. It's a different category.
- –Do not use the logo on busy backgrounds without enough contrast.
- –Do not stretch, rotate, or change the logo proportions.
- –Do not use colours outside the brand palette for official materials.
02
Use the logo correctly: full lockup, clear space, and sufficient contrast. The wordmark pairs the Merit jet with the Merit name — keep them locked together; never separate, recolour, or restretch them.
03
Icon
The Merit app icon is being redrawn and is not published yet. Until it is, use the wordmark above — it is the current mark, and it is the only one we can promise will still be right next month.
04
Colours
Merit's palette is warm and grounded. Dark backgrounds with cream text, accented by aqua and gold.
Solid Dark
solid dark-1
#15181C
page · + top glow
solid dark-2
#20252A
card · border 8% · shine 6%
solid dark-3
#292E36
active · border 12% · shine 10%
Solid Light
solid light-1
#F5F3F0
100%
solid light-2
#F5F3F0
80%
solid light-3
#F5F3F0
40%
Solid Accents
solid accent-aqua
#C2F3F4
solid accent-gold
#FFEBCC
Gradients
gradient version-1
gradient version-2
Gradient images
Drag to your desktop or right-click → Save image to download.
Cockpit horizon gradient
Live preview of the cockpit horizon banking gradient — auto-running on load at the locked tilt and cycle.
The Need For Speed.
05
Typography
Font styles, weights, and how to apply Merit's typography in design.
Typeface
Inter Tight
Regular · 400
The AI coworker that runs the ops.
Merit connects to your ad accounts, CRM, and ops tools — then runs the work. Pause waste. Scale winners. Ship reports. All from a Slack message.
Medium · 500
The AI coworker that runs the ops.
Merit connects to your ad accounts, CRM, and ops tools — then runs the work. Pause waste. Scale winners. Ship reports. All from a Slack message.
Bold · 700
The AI coworker that runs the ops.
Merit connects to your ad accounts, CRM, and ops tools — then runs the work. Pause waste. Scale winners. Ship reports. All from a Slack message.
06
Graphics
A set of branded graphics designed to mimic real conversations inside Slack, recreating the context in which Merit operates. Graphics featuring external tool logos highlight Merit's integrations and ability to execute across systems.
