Standards for paid and organic ads, landing-page visuals, social, and email.
Marketing creatives
Standards for paid and organic ads, landing-page visuals, social, and email using Airy marketing-dark.
Brand source of truth: brand-sot.md. Visual language and anti-patterns:
design.md.
Theme
| Surface | Theme | Notes |
| ------------------------------------- | ---------------------------------------- | ------------------------------------ |
| Ads, LP visuals, social, email, decks | marketing-dark (.theme-marketing.dark) | Canonical brand-forward creatives |
| Product UI mockups inside a creative | app light (:root, .app) | Only when showing the product itself |
Do not mix themes except when embedding a product screenshot in a marketing surface.
Default static tokens are listed in brand-sot.md. Prefer semantic roles in
code. Resolve hex only for static ads, PDF, and email.
Type
- IBM Plex Sans for display and body.
- IBM Plex Mono for numbers, metadata, and technical labels.
- Never Inter.
Sentence case. Verb-first CTAs. See ../airy-rules/copy.md for voice.
Composition
- One statement, one gesture, one mark.
- Asymmetric layouts preferred.
- No generic 3-column feature grids.
- Generous safe margins.
- Avoid dense UI unless the creative is product proof.
Standard sizes
These are channel specs, not templates.
| Channel | Format | Size | | ------------- | ------------ | -------------------- | | LinkedIn | Single image | 1200×628 | | LinkedIn | Square | 1080×1080 | | LinkedIn | Story | 1080×1920 | | Meta | Feed | 1080×1080 / 1200×628 | | Meta | Story | 1080×1920 | | OG / LP share | Open Graph | ~1200×630 |
Logo
Use official SVG/PNG from lev-assets / lev-logo. Do not recreate the mark
with text. Do not swap these two DarkTeal files — the Brand Manual 2023 names
match the geometry (#wordmark + #mark vs #mark only).
| Background | Asset | Geometry | Treatment |
| -------------- | ----------------------------------------- | ------------------------------------------ | ------------------------------------------------------ |
| Light | Lev_Lockup_DarkTeal.svg | Landscape lockup, viewBox 0 0 500 171.8 | Wordmark + mark, DarkTeal #002120 |
| Light | Lev_Symbol_DarkTeal.svg | Square symbol, viewBox 0 0 500 499.92 | Mark only, DarkTeal #002120 |
| Marketing-dark | lev-logo.tsx LevLogo variant lockup | Same geometry as Lev_Lockup_DarkTeal.svg | Light (foreground) or mint (primary / cta) fills |
Canonical geometry: Airy registry/lev-assets/ DarkTeal SVGs. React LevLogo
(currentColor, --lev-logo-mark, --lev-logo-wordmark) is the official
light/mint lockup on marketing-dark. Do not place the DarkTeal SVGs on dark
grounds. Keep Brand Manual 2023 clear-space.
QA checklist
Check every creative against design.md anti-patterns before export:
- No emojis as icons.
- No Inter or generic serifs.
- No generic purple/blue AI-slop gradients, neon glows, or gradient text. Intentional Lev marketing gradients from the brand/website system (including the September site craft) are OK when they match marketing-dark.
- No centered marketing hero by default.
- No fake metrics, fake uptime, or placeholder company names.
- No hype words: "elevate", "seamless", "unleash", "next-gen".
- One primary CTA. Verb-first. Sentence case.
- Official logo assets only.
Design does not change ad spend.