Ask · Brand Sheet
v 1.0 Carraro SpA
Brand foundations · Volume 01

The standardized
Ask wordmark.

Ask is a sub-brand of Carraro SpA operating in enterprise agentic AI. This document defines the wordmark, color, type, and rules of use — the minimum kit needed to ship anything with the Ask name on it.

Wordmark
Ask (A · ? · k)
Typeface
Archivo Black, outlined
Primary
#E42438
Format
SVG, PNG, ICO
01

Logo

The wordmark is the single source of truth. All renderings are produced from a vector master with no font dependency.
Ask
Color
color · primary
Black
mono · black
White
mono · white (reverse)
Knockout
knockout · on red
On white
locked · on white
Mark
mark · ? glyph
Mark white
mark · light
Mark rounded
mark · rounded (app icon)
02

Construction

The wordmark is built from three outlined glyphs: A, ?, k. The "?" replaces "s" — naming the brand and the act in one mark.
X
X
X
X

Clear space — X

Maintain a margin of X on all sides, where X equals the cap-height of the "A". No other elements may enter this zone.

Proportions — locked

Width-to-height ratio is 2.68 : 1. Never re-kern, re-spacer, or substitute glyphs. The "?" is integral to the mark.

Source — vector master

Always start from the SVG master. The wordmark is an outlined path — no font installation needed in Figma or anywhere else.

03

Minimum size

Below these thresholds, the "?" inner counter starts to fill. Switch to the mark when space is tight.
Wordmark · min 96 px / 25 mm
Ask 96 px wide ↑
Ask comfortable: 160 px+
Mark · min 16 px
Ask Ask Ask Ask Ask 16 → 64 px
04

Color

One signal color (Ask Red), one anchor (Ink), four neutrals. Use Ask Red sparingly — it is the loudest thing in the system.
Ask Red
Signal · Primary
HEX#E42438
RGB228 · 36 · 56
CMYK0 · 92 · 76 · 0
PMS185 C (≈)
Ink
Text · Anchor
HEX#0A0A0A
RGB10·10·10
Graphite
Body · Heading
HEX#2A2A2D
RGB42·42·45
Steel
Captions · Meta
HEX#6E6E76
RGB110·110·118
Mist
Dividers · Wash
HEX#E8E8EA
RGB232·232·234
Paper
Default canvas
HEX#F7F6F4
RGB247·246·244
05

Type

One family. Archivo, with Archivo Black for display moments. Open-source, available everywhere, native in Figma.
Display
Archivo Black
900 · −2% tracking
line-height 0.95
UPPER & sentence case
Source · Google Fonts
License · SIL OFL 1.1
Ask the agent.
Headings
Archivo Bold (700)
700 · −1.5% tracking
line-height 1.05
Sentence case
Agentic systems that ship.
H1 · 64Headline one H2 · 40Headline two H3 · 24Headline three
Body & UI
Archivo Regular (400) · Medium (500)
400 / 500 · 0 tracking
line-height 1.5
15–17 px on the web
Ask is a sub-brand of Carraro SpA building enterprise agentic AI — the tools, the runtimes, and the workflows that let people delegate complex work to systems that act on their behalf.
06

Use & misuse

Six rules. Following them keeps the mark recognizable across every surface — slides, product, social, signage.
DoPrimary on Paper or White
DoWhite wordmark on Ink
DoWhite wordmark on Ask Red
Don'tRecolor the wordmark
Don'tStretch or distort
Don'tPlace on busy backgrounds
07

Files

Open any SVG below in Figma — paths are pre-outlined, so they import as flat shapes.
ask-logo.svgSVGPrimary, Ask Red on transparent↓ ask-logo-black.svgSVGMono — Ink, for print and grayscale↓ ask-logo-white.svgSVGReverse — white wordmark for dark surfaces↓ ask-logo-knockout.svgSVGLocked — white on Ask Red with clear-space↓ ask-logo-on-white.svgSVGLocked — Ask Red on white with clear-space↓ ask-mark.svgSVGMark — favicon, social, square contexts↓ ask-mark-on-white.svgSVGMark — red on white square↓ ask-mark-rounded.svgSVGMark — iOS / app-icon rounded square↓ ask-mark-only.svgSVGMark — bare ? glyph for inline use↓ /logo/png/PNGRaster exports at 1x · 2x · 3x and mark at 16–1024 px↓
08

Handoff

One token source, four destinations. Figma stays in sync with code through design-tokens/.
Figma
Install Tokens Studio plugin → Tools → JSON → load figma/tokens-studio.json. Creates Variables + text styles. Drag SVGs from logo/ for the wordmark.
shadcn
Copy shadcn/globals.css to app/globals.css. Reference tailwind.preset.ts from your Tailwind config. All shadcn components consume --primary, --background, etc.
Storybook
In .storybook/manager.ts set addons.setConfig({ theme: askTheme }). Import globals.css in preview.ts so stories render with the right variables.
Chromatic
No extra config — Chromatic consumes the Storybook build. Add a BrandSheet.stories.tsx to lock the foundations in visual regression tests.
Flow
TOKENS.JSON DTCG · single source Figma · Tokens Studio Designers shadcn · globals.css App code Storybook · theme.ts Component docs Chromatic · stories Visual regression
design-tokens/tokens.jsonDTCGMaster — source of truth, W3C Design Tokens format↓ figma/tokens-studio.jsonJSONFigma · Tokens Studio plugin import file↓ shadcn/globals.cssCSSshadcn CSS variables in HSL-channel format (light + dark)↓ shadcn/tailwind.preset.tsTSTailwind preset — colors, fonts, radii, type scale↓ storybook/theme.tsTSStorybook brand theme (manager + docs)↓ design-tokens/README.mdMDWorkflow guide — Figma, shadcn, Storybook, Chromatic↓