Brand book

Brand foundation

Bobby knew everything. Now he answers.

Bobby.guru is a premium MCP advisory agent for engineering teams. It connects to your site, reads your codebase and your release, and gives the answer a senior developer would give - diagnosis first, no padding.

Mood scale 1 - 5

Bobby's verdict on a website is a single number from 1 to 5, and every number has a face. Every download is the complete, untouched square photo master. Avatar, icon and emoji sizes - including circular score rings - are created only in HTML/CSS. Never bake a crop, ring, colour or overlay into the photograph.

1

2

3

4

5

1/5 · Furious

"This ships over my dead body."

Something is broken in a way that costs money, data or trust. Security holes, silent data loss, a checkout that does not charge.

→ Stop the release. Fix before anything else.

🟥

↓ bobbyguru-mood-1.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-mood-1-512.jpgAvatar · JPG · 512×512 · ~28 KB↓ bobbyguru-mood-1-256.jpgIcon / emoji · JPG · 256×256 · ~10 KB

2/5 · Unimpressed

"It works. That is the nicest thing I can say."

Real problems, none of them fatal. Missing error states, dead weight in the bundle, copy nobody edited.

→ Fix this sprint. Do not let it become the standard.

🟧

↓ bobbyguru-mood-2.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-mood-2-512.jpgAvatar · JPG · 512×512 · ~28 KB↓ bobbyguru-mood-2-256.jpgIcon / emoji · JPG · 256×256 · ~10 KB

3/5 · Neutral

"Fine. Boring. Boring is fine."

Correct and unremarkable. Nothing to fix, nothing to point at either. The default state of a healthy site.

→ Ship it and move to the next thing.

⬜

↓ bobbyguru-mood-3.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-mood-3-512.jpgAvatar · JPG · 512×512 · ~28 KB↓ bobbyguru-mood-3-256.jpgIcon / emoji · JPG · 256×256 · ~10 KB

4/5 · Pleased

"Somebody thought about this."

Above the line. Fast, accessible, sensible states, decisions you can defend in a review.

→ Keep the pattern. Write down why it works.

🟩

↓ bobbyguru-mood-4.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-mood-4-512.jpgAvatar · JPG · 512×512 · ~28 KB↓ bobbyguru-mood-4-256.jpgIcon / emoji · JPG · 256×256 · ~10 KB

5/5 · Delighted

"Now we are talking."

Rare. Everything above, plus one thing done better than it had to be. Bobby quotes it back at other clients.

→ Nothing. Go home.

🟢

↓ bobbyguru-mood-5.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-mood-5-512.jpgAvatar · JPG · 512×512 · ~28 KB↓ bobbyguru-mood-5-256.jpgIcon / emoji · JPG · 256×256 · ~10 KB

Rules

• ·One score per audit. Bobby never returns a range.
• ·The face always travels with the number - no bare score, no unlabelled face.
• ·Ring colour is the score. Never recolour a face to make a report look friendlier.
• ·Levels 1 and 2 must state the fix next to them. A negative face without a reason is noise.
• ·Level 5 is rare by design. If everything scores 5, the scale is broken, not the site.
• ·Never animate between levels for effect. The score changes when the audit changes.

Inline badge

1/5 Furious⧉copy

2/5 Unimpressed⧉copy

3/5 Neutral⧉copy

4/5 Pleased⧉copy

5/5 Delighted⧉copy

Minimum icon size 20 px. Below that, use the unicode square alone - never a downscaled face, it turns into a smudge.

Platform emoji

One emoji stands for Bobby.guru everywhere text has no logo - bot avatars, Telegram and Slack descriptions, changelog headers, social bios. It supports the wordmark; it never replaces the mark.

Beeldmerk

A bracketed B: phosphor brackets, white B, set in JetBrains Mono Bold so the mark and the wordmark are the same voice. Five official versions - pick the one with the highest contrast on your surface and never modify a file to make it fit.

Beeldmerk

The primary mark: phosphor brackets around a white B. Default on ink and on any dark surface.

• Site header
• App chrome
• Avatars

min 24 px · 1024 × 1024

↓svg↓png↓webp↓300 dpi

Beeldmerk on light

Ink brackets and ink B for white paper and light interfaces. The phosphor is dropped - it does not hold on white.

• Documents
• Light UI
• Slide decks

min 24 px · 1024 × 1024

↓svg↓png↓webp↓jpg↓300 dpi

Simplified beeldmerk

The B alone, brackets removed. Everything below 24 px, plus embroidery, engraving and die-cut stickers. Never re-add the brackets at these sizes.

• Favicon
• Embroidery
• Stickers
• < 24 px

min 16 px · 1024 × 1024

↓svg↓png↓webp↓300 dpi

Beeldmerk, monochrome black

One ink. Stamps, photocopies, faxable documents, single-colour print.

• Stamps
• One-colour print
• Photocopy

min 24 px · 1024 × 1024

↓svg↓png↓webp↓jpg↓300 dpi

Beeldmerk, monochrome white

One ink, knocked out. Dark signage, garment print, single-head embroidery.

• Signage
• Garment print
• Video overlays

min 24 px · 1024 × 1024

↓svg↓png↓webp↓300 dpi

Clear space & minimum size

Clear space

One bracket-stroke width on all four sides of the mark. Nothing enters it - not text, not a border, not an image edge.

Minimum size, screen

Beeldmerk 24 px. Simplified beeldmerk 16 px. Primary lockup 120 px wide.

Minimum size, print

Beeldmerk 8 mm. Lockup 32 mm wide. Invoice lockup 18 mm mark height.

Construction

512 grid. Bracket stroke 26, bracket height 320, arm 64, B set in JetBrains Mono Bold at 300.

Logo versions

Seven official lockups. Every one ships in the formats listed on its card.

Primary logo

The default lockup: mark, then bobby in white and .guru in phosphor. Use this wherever a dark surface allows it.

• Website
• Decks
• Video end cards

min 120 px wide · 5841 × 1740

↓svg↓png↓webp↓300 dpi

Logo on light

The same lockup for white paper and light UI. The TLD keeps a darker green so it survives print.

• Print
• Light decks
• Partner sites

min 120 px wide · 5841 × 1740

↓svg↓png↓webp↓jpg↓300 dpi

Stacked lockup

Mark above the wordmark, for square and narrow placements where the horizontal lockup would be forced too small.

• Square ads
• Roll-ups
• Merch back print

min 96 px wide · 3328 × 2259

↓png↓webp↓300 dpi

Wordmark

Text only, for places where the mark already appears: footers, email strips, legal lines.

• Footers
• Email strips
• Legal

min 90 px wide · 2160 × 532

↓png↓webp

Wordmark on light

The wordmark inverted for paper and light interfaces.

• Documents
• Light footers

min 90 px wide · 2160 × 532

↓png↓webp↓jpg

Monochrome black lockup

Single-ink black lockup for stamps, one-colour print and photocopy.

• Stamps
• Contracts
• One-colour print

min 120 px wide · 5841 × 1740

↓svg↓png↓webp↓jpg↓300 dpi

Monochrome white lockup

Single-ink knockout lockup for dark signage, garment print and photography.

• Signage
• Apparel
• Photo overlays

min 120 px wide · 5841 × 1740

↓svg↓png↓webp↓300 dpi

Invoices, receipts & documents

Financial and legal paper uses its own lockups. They are always on white, always top-left, and the phosphor is dropped to a darker green that survives a laser printer.

Invoice & receipt logo

Compact lockup with the legal line underneath. Top-left on invoices, receipts, credit notes and quotes. Mark height 18 mm minimum in print; drop to the monochrome black version when the printer is one-ink.

• Invoices
• Receipts
• Credit notes

min 18 mm mark height · 5841 × 2109

↓svg↓png↓webp↓jpg↓300 dpi

Letterhead logo

The document lockup without the legal line, for letters, agreements and statements of work. The company and VAT line goes in the footer instead.

• Letters
• Contracts
• SOWs

min 16 mm mark height · 5841 × 1740

↓png↓webp↓jpg↓300 dpi

Receipt strip

Narrow one-colour lockup that survives 58 mm and 80 mm thermal printers. No greys, no anti-aliased detail - pure black on white only.

• Thermal receipts
• Labels
• Packing slips

min 40 mm wide · 3326 × 860

↓png↓jpg↓300 dpi

Invoice placement

Top-left, 18 mm mark height, 20 mm margin. Invoice number and date top-right in mono.

Legal line

Company name, VAT number and address sit under the lockup at 7 pt, ash grey, never phosphor.

Receipts

Use the receipt strip. Thermal printers destroy anti-aliasing - pure black on white only.

Fallback

If the document is printed one-ink, switch to the monochrome black lockup. Never print phosphor in greyscale.

Email branding

Email header logo

The lockup baked onto its own ink plate so it reads identically in dark-mode and light-mode mail clients. Export at 2× and set the HTML width to half.

• Transactional email
• Newsletters

min 180 px wide · 6047 × 1946

↓png↓jpg

Email footer mark

Muted grey mark for the legal and unsubscribe block. Never phosphor - the footer must stay quiet.

• Email footers
• Receipts

min 16 px · 358 × 358

↓png↓jpg

<table cellpadding="0" cellspacing="0" style="font-family:'JetBrains Mono',monospace;font-size:12px;color:#0B0C0A">
  <tr>
    <td style="padding-right:14px"><img src="https://bobbyguru.com/logo/beeldmerk-light.png" width="40" height="40" alt="Bobby.guru"></td>
    <td style="border-left:1px solid #D8DBD6;padding-left:14px">
      <div style="font-weight:600">Name Surname</div>
      <div style="color:#5A6058">Role · Bobby.guru</div>
      <div><a href="https://bobbyguru.com" style="color:#2E8A4A;text-decoration:none">bobbyguru.com</a></div>
    </td>
  </tr>
</table>

App icons & favicon

Every icon ships in a dark and a light variant, each with a flattened background or a transparent plate - same rule as the avatars. Stores and manifests want the flattened file; transparency is for compositing only.

App icon - 512 · dark

iOS, Android and PWA manifest. Full mark, 14% padding.

↓ bobbyguru-app-icon-dark.pngPNG · 512 · on charcoal↓ bobbyguru-app-icon-dark-transparent.pngPNG · 512 · transparent

App icon - 512 · light

iOS, Android and PWA manifest. Full mark, 14% padding.

↓ bobbyguru-app-icon-light.pngPNG · 512 · on off-white↓ bobbyguru-app-icon-light-transparent.pngPNG · 512 · transparent

Apple touch / maskable - 180 · dark

Extra padding so the mark survives a circular crop.

↓ bobbyguru-app-icon-maskable-dark.pngPNG · 180 · on charcoal↓ bobbyguru-app-icon-maskable-dark-transparent.pngPNG · 180 · transparent

Apple touch / maskable - 180 · light

Extra padding so the mark survives a circular crop.

↓ bobbyguru-app-icon-maskable-light.pngPNG · 180 · on off-white↓ bobbyguru-app-icon-maskable-light-transparent.pngPNG · 180 · transparent

Favicon - 64 / 32 · dark

Simplified mark. The brackets disappear at this size.

↓ bobbyguru-favicon-dark.pngPNG · 64 · on charcoal↓ bobbyguru-favicon-dark-transparent.pngPNG · 64 · transparent

Favicon - 64 / 32 · light

Simplified mark. The brackets disappear at this size.

↓ bobbyguru-favicon-light.pngPNG · 64 · on off-white↓ bobbyguru-favicon-light-transparent.pngPNG · 64 · transparent

Avatars & profile pictures

Avatar, dark

Default for every product and social account.

↓ bobbyguru-avatar-dark.pngPNG · transparent↓ bobbyguru-avatar-dark-solid.pngPNG · on charcoal

Avatar, light

Only where the platform forces a light chrome.

↓ bobbyguru-avatar-light.pngPNG · transparent↓ bobbyguru-avatar-light-solid.pngPNG · on off-white

Persona avatar

Bobby himself, AI-generated. Full set and usage rules on the identity page.

↓ bobbyguru-happy.jpgSquare master · JPG · 1024×1024 · ~1 MB↓ bobbyguru-happy-512.jpgJPG · 512×512 · ~28 KB↓ bobbyguru-happy-256.jpgJPG · 256×256 · ~10 KB

og:image & social images

og:image - 1200 × 630

↓ bobbyguru-og-card.jpgJPG · 1200×630

Channel header - 1500 × 500 safe area

↓ bobbyguru-social-banner.jpgJPG · 1536×512

Tall guardian banner - 1536 × 864, no text

The taller cut for the TV host profile, video end cards and any placement that needs headroom. Same scene, no wordmark - type is layered in CSS.

↓ bobbyguru-social-banner-tall.jpgJPG · 1536×864

Code banner - 1536 × 512, no angel

The work itself: three screens, a late-night window, no face and no wordmark.

↓ bobbyguru-social-banner-code.jpgJPG · 1536×512

High-tech banner - 1536 × 512

Abstract holographic panels and a network graph - the modern, product-side banner.

↓ bobbyguru-social-banner-modern.jpgJPG · 1536×512

og:image · 1200 × 630

Link previews on every page. Mark bottom-left, never centred.

Square · 1080 × 1080

Instagram and Facebook posts.

X / Twitter header · 1500 × 500

Wordmark in the lower-left safe area.

Story / Reel · 1080 × 1920

Ink background, mark top-left, no text below 240 px from the bottom.

Video watermark

The mark that sits in the right-hand corner of the YouTube player, and anywhere else a small badge belongs. 150 × 150 PNG, no animation, far under the 1 MB limit.

Video watermark - transparent

150 × 150

PNG · ~2 KB · the size YouTube recommends, transparent background, white B in green brackets

↓ bobbyguru-tv-watermark-150.pngPNG · 150 × 150

Video watermark - black

150 × 150

PNG · ~3 KB · solid black background, for light or busy footage

↓ bobbyguru-tv-watermark-150-dark.pngPNG · 150 × 150

Video watermark - white with black border

150 × 150

PNG · ~4 KB · white tile, black keyline inside the frame, black B

↓ bobbyguru-tv-watermark-150-light.pngPNG · 150 × 150

Video watermark - transparent 2×

300 × 300

PNG · ~5 KB · overlays, editors and thumbnails

↓ bobbyguru-tv-watermark-300.pngPNG · 300 × 300

Video watermark - white 2×

300 × 300

PNG · ~6 KB · white tile with black border, larger placements

↓ bobbyguru-tv-watermark-300-light.pngPNG · 300 × 300

Full-surface watermark

A light, blurred “bobby guru” pattern for covering a whole frame instead of one corner. The tile repeats seamlessly; the 1080p overlay drops straight over footage.

Repeating watermark tile

600 × 600

PNG · ~65 KB · transparent, tiles seamlessly across any image or video

↓ bobbyguru-watermark-tile-600.pngPNG · 600 × 600

Full-frame watermark overlay

1920 × 1080

PNG · ~170 KB · drop straight over 1080p footage at 100 % opacity

↓ bobbyguru-watermark-overlay-1920.pngPNG · 1920 × 1080

Zippen Daniels

Zippen Daniels was Bobby's hidden name on social media. Away from the code and away from his own name, he posted as Zippen Daniels, and this stitched skull sticker was the avatar on that account: instagram.com/zippendaniels. The mark is part of the brand book now. The original olive green version is our error face: when a page breaks, a job dies or a payment fails, that is the one on screen. The other five are recolours for everything that is not an error.

Error mark

Zippen Daniels - original

Olive green · #8CBF3F

The exact sticker from his account. Reserved for error states: 404, 500, failed payments, dead jobs and anything that went wrong. Never used decoratively.

↓ bobbyguru-zippen-green.jpgJPG · 1024 × 1024

Square masters

Every file is a clean 1024 × 1024 square on pure black. No baked-in rounding, rings or shadows - crop and mask in CSS.

Under 512 KB

All six sit around 110 KB, well inside the 512 KB ceiling for avatars, watermarks and app upload fields.

Green means broken

The original olive green mark only appears when something failed. Using it as decoration breaks the signal.

Credit the name

Where the story is told, the account is named: Zippen Daniels, Bobby's hidden handle.

The five colourways

Phosphor

Phosphor green · #7CF29C

House colourway. Stickers, merch, community and anywhere the brand green leads.

↓ bobbyguru-zippen-phosphor.jpgJPG · 1024 × 1024

Ember

Amber orange · #F2A65A

Warnings, degraded states, maintenance banners and slow jobs.

↓ bobbyguru-zippen-amber.jpgJPG · 1024 × 1024

Alert

Alert red · #E5484D

Destructive confirmations, account suspension and hard stops. Loud on purpose.

↓ bobbyguru-zippen-red.jpgJPG · 1024 × 1024

Signal

Electric cyan · #3FC7F2

Playful placements: TV bumpers, Discord, stickers and dev tooling.

↓ bobbyguru-zippen-cyan.jpgJPG · 1024 × 1024

Bone

Bone white · #E8E8E2

Print, embroidery, one-colour merch and any surface that cannot carry colour.

↓ bobbyguru-zippen-mono.jpgJPG · 1024 × 1024

Colour

Typography

Tone of voice

• ›Diagnose before you advise. Name the cause, then the fix.
• ›Short sentences. No throat-clearing, no 'great question'.
• ›Say what will break, not what might be worth considering.
• ›Own uncertainty out loud: 'I don't know yet - here's how we find out.'
• ›Dry humour, never sarcasm at the user's expense.
• ›Numbers over adjectives. 'Three queries, 900ms' beats 'a bit slow'.
• ›Never pad a wrong answer with confidence.
• ›End with the next concrete step.

Components

Cards

Surface fill, 1 px hairline border, 2 px radius, no shadow.

Tables

Hairline dividers only. Numbers in mono, right-aligned.

Prompts

A phosphor $ followed by mono text. Used for section labels, never as decoration.

Badges

Uppercase mono at 11 px, 1 px border, no fill except for the one active state.

Buttons

Bordered by default. Filled phosphor for the single primary action.

bordered actionprimary actionbadgepowered by bobbyguru.com

Web & digital use

One phosphor call to action per screen

If two things glow, neither is the action.

Focus is visible, always

2 px phosphor ring, 2 px offset. Never remove the outline.

Code is a surface, not an accent

Surface background, hairline border, mono at 13 px, no syntax rainbow.

The embed badge is fixed

Border, mark, and the words powered by bobbyguru.com. It links to bobbyguru.com and may not be recoloured or reworded.

Print & signage

Paper

Uncoated, warm white. No gloss - the brand is matte.

Ink

Two-colour: black plus phosphor PMS 358 C equivalent. One-colour black is always acceptable.

Minimum print size

Mark 8 mm, lockup 32 mm wide, invoice lockup 18 mm mark height.

Placement

Top-left on documents, bottom-right on collateral. Never centred on a page.

Signage and vehicle lettering use the simplified mark in one colour, cut from matte vinyl. Never illuminated, never with a halo.

Motion

• ›Cursor blink: 1.06 s, hard steps, never eased.
• ›Hero scanline sheen: one slow pass, 8 s, opacity under 6%.
• ›Hover and focus transitions: 120 ms colour only.
• ›Nothing animates on scroll. No parallax, no counters, no reveal.

Iconography & imagery

No stock photography

Ever. Generated, painted or nothing.

One light source

Green screen light plus one warm lamp. Never flat, never bright.

Icons

1.5 px stroke, square caps, no filled icons except the mark.

Disclosure

Any image of Bobby carries the AI-generated line in the caption or alt text.

QR code

QR - ink on white

Default. Links to bobbyguru.com, error correction H so the mark can be centred later.

• Print
• Packaging
• Slides

min 20 mm · 660 × 660

↓png↓webp↓jpg

QR - ink, transparent

For placing on a light brand surface that is not pure white.

• Layouts
• Light merch

min 20 mm · 660 × 660

↓png↓webp

QR - white on ink

Knockout version for dark surfaces. Keep the ink quiet zone; never crop it.

• Dark print
• Apparel
• Signage

min 20 mm · 660 × 660

↓png↓webp↓jpg

Merch & apparel

↓ bobbyguru-merch.jpgJPG · 1536×1024

Everything is black. The mark is the only colour. Merch is for members and the team - it is never discounted and never printed in a second colourway. Artwork is always the monochrome white or simplified mark, supplied as vector.

• Tee

  Black, mark on left chest at 45mm. Phosphor only.

• Hoodie

  Black, mark on left chest at 55mm, small wordmark on the sleeve cuff.

• Enamel mug

  Black, mark centred at 40mm. For the cola-and-code hours.

• Laptop sticker

  Die-cut simplified mark, 30mm, matte black backing.

• Mousepad

  Black stitched edge, simplified mark bottom-right at 25mm.

Mandatory copy

AI likeness disclosure

Every image of Bobby is AI-generated and interpretive. It is never presented as a photograph of the real person.

Memorial line

bobbyguru.com - built on the ideas of a guru who is not here to see it. 1974 - 2019.

Pricing honesty

This is not a cheap chatbot. If you want an agent that only talks, buy a cheaper one.

Agent labelling

Any output published from the agent is labelled as agent output where a reader could mistake it for a human review.

Legal & trademark

• ›Bobby.guru and the [B] mark are ours. Third parties may use the embed badge unmodified and nothing else.
• ›No partner, reseller or client may lock up their mark with ours without written approval.
• ›The name is always written bobbyguru.com in lowercase in body copy, and Bobby.guru at the start of a sentence.
• ›Never use the mark to imply endorsement of a product we have not reviewed.

Official channels

The only accounts that speak for Bobby.guru. Anything else is not us - report it.

Handoff

What you get

Every logo in SVG, PNG, WEBP, JPG and 300 dpi print PNG, plus the palette, type scale and this book.

Where files live

This page is the source of record. If it is not downloadable here, it is not an official asset.

Type licences

JetBrains Mono and Work Sans are open source (OFL). No licence purchase is needed for print or merch.

Approval

New lockups, co-branding and any recolour go through the brand owner before use.