Brand Guidelines

We welcome our community to use AAIF brand assets.

Purpose

To advance innovation in open source agentic AI through strategic investment, community building, and shared development of open standards.

Brand Attributes

Neutral
Governance designed so no single vendor controls the ecosystem. Decisions made transparently, standards developed collectively, work belonging to everyone.

Collaborative
Industry leaders working side by side toward common purpose. Diverse
perspectives and resources united to build what no single organization could
own alone.

Trustworthy
Built on the Linux Foundation’s reputation for neutrality and principled governance. The credibility and stability that open-source projects need to thrive.

Logo

Our logo is composed of two core elements: the symbol and the logotype. They combine in a fixed relationship to form our primary logo. This is the most complete and recognizable expression of our identity, and should be used as an introduction to the brand.

When in doubt, default to this primary logo.

Logo Scaling

The AAIF logo lockups should never appear smaller than 32 pixels in height. This minimum size preserves legibility and ensures the integrity of the lockup. When space is limited, use just the symbol instead, which is designed for clear recognition at smaller scales.

Clearspace

Our logo needs breathing room to maintain its impact and clarity. Maintain a minimum distance defined by continuing the grid an additional layer. Apply this equal spacing around all sides to preserve integrity across every application and ensure the logo never feels crowded. This applies to the symbol as well as logo lockups.

Partnership Lockups

For simple partnership lockups, we pair our logo with a partner’s logomark, symbol, or icon. Use our logo’s height as the foundation for all measurements, separating elements with a vertical bar that’s 1.5x the symbol’s height. Create breathing room by maintaining the minimum clearspace between each element to ensure both brands feel equally present and respected.

Watchouts

To preserve the integrity and effectiveness of our brand, it’s crucial to use the our logo consistently and as intended. The following examples illustrate common misuses to avoid.

Symbol

Our symbol is made of squares and circles that visualize structure, stable governance, and shared principles.

The symbol may be used independently as a shorthand for the brand in contexts where including a full lockup is not practical, such as social media avatars, app icons, or small-scale applications. It may also appear on select swag items where a more graphic, standalone mark creates greater impact.

Symbol in Shape

For applications such as social media avatars, app icons, or other contained uses, the symbol may appear within a geometric shape. When placing the symbol inside a shape, follow the established clearspace rule and maintain an additional grid layer between the mark and the edge of the shape.

Primary Palette

Our visual foundation rests on black and white. Together, they create a high-contrast visual language that’s both striking and functional, ensuring optimal readability and a clean, professional aesthetic. This restrained palette allows our logo to stand out with greater impact.

Secondary Palette

Our visual foundation is supported by a secondary palette of coral and lilac. Together, these tones introduce warmth and softness, creating a balanced visual language that feels both inviting and distinctive. This complementary palette enhances the overall aesthetic while providing subtle contrast, allowing our logo to remain the focal point.

Coral 

HEX #FF702D
RGB 255 112 45
CMYK 0 56 82 0
PANTONE 1645 C

Lilac 

HEX #B6B0D0
RGB 71 69 82
CMYK 13 15 0 18
PANTONE 7444 C

Instrument Sans

Our typographic system is built around Instrument Sans for a clean and consistent feel across all brand communications. Instrument Sans is open source.

Our typographic scale is derived from doubling the root numbers 8, 9, 10, 12, and 16. This generates a natural progression: 8, 16, 32, 64, 128, and so on. The resulting comprehensive scale offers precise options for nuanced sizing, essential for creating seamless user experiences where every detail matters.

Download Instrument Sans ↗︎

Legal

By using AAIF brand materials you agree to the Linux Foundation Terms of Use, the Trademark Usage Guidelines, these AAIF branding guidelines, and all AAIF rules and policies as may be updated from time to time. You also acknowledge that AAIF is the sole owner of AAIF trademarks, promise not to interfere with AAIF’s rights in them, and acknowledge that goodwill derived from their use accrues only to AAIF. AAIF may review use of the branding materials at any time and reserves the right to terminate or modify any use.

In general

For those using AAIF brand materials on a site external to AAIF, please don’t use our name, logos, or screenshots (“brand materials”) in ways that may be confusing, misleading, or suggest our sponsorship, endorsement, or affiliation. For example, your name and logo should be more prominent than the Agentic AI Foundation name or logo. And please don’t edit or change the AAIF logo — we like it how it is!

Advertising, promotional, and sales materials

Please check in with us before using our logo on websites, products, packaging, manuals, or for other commercial or product use. It’s ok to say in text “Member of the Agentic AI Foundation” or “AAIF Member” (as long as it’s true!)

Education and instruction (books, guides, publications, and conferences)

You can use our brand materials for educational and instructional purposes but please remember that it shouldn’t be confusing, misleading, or suggest our sponsorship. For example, we generally don’t allow use of our logos or screenshots on book covers.

Also remember to include this statement (or something like it) in your printed materials: “[Title] is not affiliated with or otherwise sponsored by AAIF.”

Products, websites, names, and logos

Please don’t use our name as a part of your company or service name, website name, trade name, or product name. Don’t use our logo or incorporate our logo into yours. Don’t use a domain name containing “aaif” or any confusingly similar words.

Linking to AAIF

If you want to promote your organizations affiliation with AAIF you can use our logo if it meets our guidelines. For example, “[Company Name] is a member of [linked logo].”

Merchandise

While we do produce lots of t-shirts for our events that have our logo on them, we don’t generally allow third parties to make, sell, or give away anything with our name or logo on it.

Attribution

Please include appropriate attribution of AAIF’s ownership of its trademarks when you use them. This attribution notice can be included in the fine print at the bottom of your content. An example is, “AAIF and the AAIF logo design are registered trademarks of the Linux Foundation.”