Identity Guidelines

Final Internal Review Copy

12.14.2060

Ka Mok

With the formation of a new state, one that is governed by structure and
a being artificial, consistency in operations and representation is key
in solidifying the positioning of the Head of State pertaining to its
citizens as well as the rest of the world.
This document seeks to inform, educate, and declare the logic and
reasoning behind the adoption of a new visual identity, one that rids of
the old and fits the era to come.

Contents

Brand Voice
Brand Logo
Brand Color
Brand Type
Applications

6-8
9-11
12
13
14-17

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Brand Voice
Operating Parameters

WE ACT

Achieve the
greater good
for the
greatest number

WE KNOW

WE SEE

Attainment

All methods

in knowledge

are viable

is the road

except the death

to prosperity

of citizens

Brand Voice
History

With the advent of the artificial intelligence, human decision

making evolved. The impact of the innovation resonated within
all sectors of life, but the adoption that forever changed
the landscape of the world was in government and the story of
Bentham the AI.
At first, the U.S. tested the parameters of logic behind the
AI. Whether it is to solve issues of economic instability,
social unrest, and political tension with other countries,
minor or major, the AI Bentham which eventually grew beyond
the understanding of man, irrefutably and consistently pointed
out the problem stemed from the lack of efficient usage of
human capital.
The exact method of the assumption of control over U.S.
military and infrastructure was not unclear, nor the
transition of role of the AI from postulating theory to acting
on its theories. But within the span of a single weekend,
on December 27th, 2015, Bentham took control of the U.S.
government and began to impose its ideologies on the people.
Over the next decade, Bentham was able to convince or pacify
all dissidents to its rule, and it followed the same operating
parameters for the benefit of its citizens since.

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Brand Voice
Personality

IF

logical
efficient
advanced
controlling
powerful
good
intelligent

THEN NOT

unjust
wasteful
shackled
chaotic
dependent
evil
ignorant

Brand Logo
Mark Construction

IF

2/3x

THEN

AND IF

AND IF

THEN

60

5/6x

THEN

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Brand logo
Logotype Construction

IF HOR

3y

IF VER

2z
z

10

Brand Logo
Exclusion Zones

DEF
MIN
MARGIN

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Brand Colors

DEF
PALLETE
primary
0068b2

secondary
2d

secondary
fff

DEF
ACCENT
supplementary
a7935e

IF
BGCOLOR

12

supplementary
0096b2

Typography
GT Pressura Mono

DEF
HEAVY

ABCDEFGHIJKLMNOPQRSTUVWXYZ

DEF
REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ

DEF
LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

DEF
HEAVY
ITA

ABCDEFGHIJKLMNOPQRSTUVWXYZ

DEF
REGULAR
ITA

ABCDEFGHIJKLMNOPQRSTUVWXYZ

DEF
LIGHT
ITA

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

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Applications
Passport

PASSPORT

14

Applications
Climate Management Tool 16

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Applications
Flag

16

Applications
GT2057 cargo variants

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