Identity system
A memory forming,
in the open.
The brand system for PLUR — the open standard for AI agent memory. The mark is not a logo that moves. It is a process that occasionally spells our name.
Download the guide — 19 pages, PDF01 — The idea
Nine dots. Four fire.
Nine dots rest on a three-by-three grid, pulsing faintly and independently. Four fire in sequence — growing, taking colour, connecting — and letters resolve inside them. The mark holds, then releases, and the grid returns to rest. Then it fires somewhere else.
The cycle alternates between the home path, which spells P L U R, and a random four-node path, which spells nothing. The network wanders, and periodically remembers what it is called.
A memory is not a stored object. It is a pattern that fires, holds, and can fire again. Competitors draw a brain, a chip, or a chat bubble. We draw the mechanism.
02 — Colour
Four accents, one ground
Accents are positional, not semantic. Cyan is always the first node fired, emerald always the last, whatever grid positions the path uses. They encode sequence — never status, category or severity.
10.59:1 on ground
8.98:1 on ground
7.03:1 on ground
9.96:1 on ground
The ground is not neutral black. #0e0f14 carries a blue bias that lets cyan and violet sit into it while amber and emerald lift off it.
03 — Charter
Peace, Love, Unity, Respect
Our ethical charter, claimed deliberately from rave culture. It is the shortest accurate statement of how we think memory should work — owned in peace, shared in love, held in unity, deleted on respect.
The mark has exactly four fired nodes and the charter has exactly four words, so each node carries several readings at once without a single change to the geometry.
| Node | Letter | Charter | Product value |
|---|---|---|---|
| Cyan | P | Peace | Verifiable |
| Amber | L | Love | Portable |
| Violet | U | Unity | Future-proof |
| Emerald | R | Respect | Private |
04 — Assets
Every variant, ready to use
SVG is the master; PNG is generated from it, so the two cannot drift. Letters are outlined paths, never live text — the files render correctly on a machine that has never heard of Outfit.
PNGs ship at 64 / 128 / 256 / 512 / 1024 / 2048 px, transparent and on-ground. Browse everything →
05 — Rules that matter most
Before you use it
Minimum size
- 48 px digital — below this the letters blur
- 10 mm print · 55 mm embroidery
- Below the floor use the reduced form, which drops the letters, not the dots
Clear space
- One grid unit on every side — 30% of the mark's width
- Measured from the bounding box, not the viewBox edge
- Nothing enters it: no type, no rules, no other logos
Never
- Recolour the accents or reassign which node gets which
- Rotate, skew or stretch the grid
- Add glow, bevel, shadow or gradient overlay
- Use the mark as a spinner or loading indicator
Full guide — motion timings, afterimages, voice, design language
06 — Machine-readable
For agents and tooling
This system is published in formats a machine can use directly, so nothing has to be scraped from the PDF.
| Artifact | Format | Contains |
|---|---|---|
| tokens.json | application/json | Colour, typography, mark geometry, motion timings, video rules — source of truth for every generated asset |
| BRAND.md | text/markdown | The full guidelines as structured prose |
| PLUR-Brand-Guide.pdf | application/pdf | The designed 19-page document, for humans |
| assets/svg/ | image/svg+xml | Every variant, letters as outlines |
| llms.txt | text/markdown | Machine-facing guide to plur.ai as a whole |
Assets are Apache-2.0 like the rest of PLUR. Use the mark to refer to PLUR; do not use it to imply endorsement of your own product.