Everything you need to make an asset that looks like it came from Scale MRR — and nothing that doesn’t.
Read it once, then use it as a lookup. Every slide, ad, email, document and page has to match the color, type and spacing rules here. If something isn’t covered, ask — don’t improvise.
Skip to the AI system prompt at the bottom and paste it into your project instructions. It restates every rule here in a format built for machines.
Scale MRR builds, fills and runs Skool communities for coaches and creators — paid on the recurring revenue we create. Our audience is burned out on high-ticket theatrics: hard closes, countdown timers, screenshots of Stripe dashboards.
So the identity has one job: look like the platform economy we operate in — bright, friendly, systematic — not like another guru funnel.
We borrow the visual language of modern product companies: generous white space, one bold weight of one friendly typeface, and a fixed five-color spectrum used with discipline. Playful in color, serious in structure.
The wordmark is typeset — never drawn. Baloo 2 ExtraBold, lowercase, with the five letters of “scale” each taking one spectrum color in the fixed order, and “mrr” in ink (or white on dark). No icon, no container, no effects.
Five spectrum colors, one ink, and quiet surfaces. The spectrum always appears in the same order: red → gold → blue → green → purple.
Any single element gets one spectrum color. The only place all five appear together is the wordmark and the spectrum bar. When a set of items each takes a color (numbered lists, card grids), they take them in spectrum order, cycling — red, gold, blue, green, purple, red…
Grounds stay quiet: white, paper or night. Spectrum colors are never backgrounds for text blocks, never gradients, never tints. Rough proportions: 80% white/paper, 12% ink/night, 8% spectrum.
Two faces with strict jobs. Figtree does everything; Baloo 2 exists only for the wordmark.
Our most recognizable pattern: headlines and content in near-black Figtree at heavy weights, with color arriving only through numerals, eyebrows and accent marks — each item taking the next spectrum color in order. Emphasis comes from weight and size, never from coloring words inside a sentence.
Flat by default. Cards separate by fill (paper on white, night card on night) or a 1px #EDECE8 hairline — not shadows. If elevation is unavoidable: 0 8px 24px #17181C14, never darker.
Spacing base 4px; common steps 16, 24, 32, 40, 64, 90. Card padding 32–48px. Slides pad 90–110px. Generous gaps beat hairlines — when in doubt, add space.
Five equal segments, hard stops, pill-rounded ends. Opens title and closing statements. One per view, never as a divider between every section.
A 10–12px rounded vertical bar keying each statement or list item to one spectrum color, in order. Our replacement for bullets and icons.
A 14–16px solid circle as the compact list marker in footers and rows. Solid fill only — never outlined, never an emoji or icon.
Ink primary, blue secondary, outlined tertiary. 44px minimum height, radius 14px, sentence case, labels name the outcome. Red buttons only for destructive actions.
Big numbers live on night cards, numeral in one spectrum color, caption in #C4C6CB. On light grounds the numeral is ink and only a keel bar carries color.
Every section opens with this pair. The eyebrow carries the section’s number and one spectrum color; the title stays ink. Never color the title.
Prefer no icons — numerals, dots and keel bars do the work. Where one is genuinely needed: line icons, 1.5–2px stroke, rounded caps (Lucide or Phosphor regular), ink or one spectrum color. Never filled, never duotone, never emoji.
Short sentences. Operator-to-operator. State the mechanism, then the number, then stop. Skepticism is our reader’s default — earn trust with specifics, not enthusiasm.
Paste this into Claude Projects, ChatGPT custom instructions, or any AI tool that generates assets for us.