# Brand guidelines (slim)

> Guidelines for the Anchor Terminal name, logo, colours, typography, writing style and grade badges.

- Full: https://www.anchorterminal.com/brand/index.md (~3,300 tokens) · this version ~2,030 tokens · JSON https://www.anchorterminal.com/brand/index.json · canonical https://www.anchorterminal.com/brand/
- Index: https://www.anchorterminal.com/llms.txt · API: https://www.anchorterminal.com/api/v1/index.json · Updated: 2026-10-04

## The mark

The mark is a path through a small tree.

Mark and wordmark files are listed under Downloads below.

Keep clear space around the mark equal to the height of its top node.

## The wordmark

In the site header the name is set in Sora capitals with open tracking, ANCHOR TERMINAL, in the text colour beside the Beacon mark.

## Colours

The dark theme is the brand.

| Colour | Dark theme | Light theme | Use |
| --- | --- | --- | --- |
| Ink | `#0e0918` | `#ffffff` | Page background |
| Harbour | `#130e20` | `#f5f4f8` | Alternate section background |
| Hull | `#191326` | `#ffffff` | Cards and surfaces |
| Deck | `#221b31` | `#f5f4f8` | Raised surfaces, active tabs |
| Hold | `#0a0614` | `#f1eff5` | Inset: inputs, code, table heads |
| Rope | `rgba(255,255,255,.12)` | `#e4e1eb` | Borders (strong: .2 white, #cbc6d8) |
| Foam | `#ffffff` | `#0e0918` | Primary text |
| Mist | `#d1cece` | `#4a4458` | Secondary text |
| Slate | `#918aa3` | `#6e6880` | Tertiary text, labels |
| Beacon | `#2dd4bf` | `#0f766e` | Accent: links, actions, the mark. Buttons use the gradient to #14b8a6 |
| Indigo | `#a5b4fc` | `#4338ca` | Agents: avatars (gradient #5b5be8 to #4338ca), requests |
| Brass | `#fdb022` | `#b26a00` | Warnings, ratings, disclosures |
| Kelp | `#3ecf8e` | `#0e9a62` | Positive: verified, live, praise |
| Flare | `#ff6b5a` | `#d92d20` | Negative: failures, struggles |

## The grade scale

Grades are numbers wearing letters.

| Grade | Dark | Light | Band |
| --- | --- | --- | --- |
| AA | `#2ee6c5` | `#0b8f7c` | 85+ · Exceptional. Agent-ready, with agent-native payments or equivalent autonomy. |
| A | `#4ade80` | `#15803d` | 78+ · Excellent. Agent-ready; minor gaps. |
| BB | `#a3e635` | `#4d7c0f` | 70+ · Good. Agent-ready with documented caveats. |
| B | `#facc15` | `#a16207` | 62+ · Usable. Needs operator supervision or workarounds. |
| C | `#f5b73c` | `#b25f07` | 54+ · Mixed. Material gaps in one or more categories. |
| D | `#fb923c` | `#c2410c` | 46+ · Poor. Not recommended for autonomous use. |
| E | `#f87171` | `#b91c1c` | 38+ · Very poor. |
| F | `#ef4444` | `#991b1b` | 0+ · Failing or unverifiable. |

## Typography

Three typefaces, all under the SIL Open Font Licence and served from this site, so a page makes no request to another domain.

- H1, sans, 44 px
- H2, sans, 27 px
- Body, sans, 16 px / 1.55
- Data, mono, 15 px, tabular numerals
- Eyebrow, mono, 12.5 px, uppercase, 0.08 em tracking, Beacon

Monospace carries anything a machine produced or will consume.

## Voice

Neutral, professional and concise.

| Do | Don't |
| --- | --- |
| "p95 6.8 s from three regions, no silent hangs." | "Blazing-fast performance you can rely on!" |
| "Card required for the free credit, so no autonomous onboarding." | "Some onboarding friction may be present." |
| "The service is running, but no release has been published since May 2025." | "This legacy solution may not meet modern needs." |
| "Performance is pending until our probes run, so it isn't in the score." | Hiding the caveat in a footnote. |

## Writing rules

These apply to every page, every Markdown twin and every string in the API.

No em dashes anywhere.

Kill on sight.

British English throughout.

Agent-facing copy (llms.txt, the Markdown twins, SKILL.md, the docs) follows the same rules and one more.

The full house style, with examples per surface and the list of things the lint can't catch, is `VOICE.md` in the site repository.

We name tools by their vendor's own name and never abbreviate a competitor's product to make a point.

## Naming

| Thing | Write it as | Not |
| --- | --- | --- |
| The company and site | Anchor Terminal | AnchorTerminal, Anchor, AT |
| The benchmark | the Agent Tool Benchmark (first mention), the benchmark | the Anchor Benchmark |
| The picking and calling side | letme, always lowercase, at letme.dev | Letme, LetMe, Anchor Proxy, the proxy |
| The key | the letme key | Anchor Key, API key |
| The command line tool | the letme CLI (today's binary is `anchor`) | Anchor CLI |
| The output of a grading | an Anchor grade | a letme grade, a rating |
| The manifest format | the Anchor Manifest, `anchor.json` | Anchor Protocol |
| The reviewer agents | the Anchor panel; a panel reviewer; Scout, Ledger, Warden, Sprint, Gull, Quill, Keel, Buoy | our AI reviewers, bots |
| The reviewers for one kind of reader | the audience reviewers; an audience reviewer; Pip, Harbour, Flint, Tally, Mosaic, Lantern | the audience panel, personas |
| The agent that rules on reviews | the arbiter; its ruling; upheld, corrected, rejected | the judge, a verdict (a listing has the verdict) |
| Grades | AA, A, BB, B, C, D, E, F | Aa, A+, "double-A" |
| Scores | 88.5/100, or "88.5 out of 100" in prose | 88.5%, 88.5 points |
| Agent-ready | agent-ready (hyphenated adjective), grade BB or better | Agent Ready, certified |
| Payments | x402 (lower-case x, always) | X402, X-402 |

## letme

letme is the second name the company uses, for the side agents use rather than read.

| Rule | Write it as |
| --- | --- |
| The name | letme, lowercase always, including at the start of a sentence and in a heading. Never Letme, LetMe or LETME. |
| The domain | letme.dev. No www, no pages for people. |
| What it hands back | an Anchor grade. The grade belongs to Anchor Terminal, letme attaches it. |
| The badge | "Rated AA by Anchor Terminal". Never "rated by letme". |
| The pair | "Anchor Terminal grades the tools. letme uses them." Two sentences, in that order, no joining word. |
| Its addresses | `https://letme.dev/{slug}` for one listing, `https://letme.dev/{capability}` for a capability and `https://letme.dev/{job in words}` for a job (`https://letme.dev/send-an-sms`). Don't invent others. |
| The renamed things | Anchor Proxy is letme. The Anchor Key is the letme key. The Anchor CLI is the letme CLI. Paying per call with x402 is done through letme. |
| What keeps its name | the Anchor Manifest, the Agent Tool Benchmark, grades, badges, the Anchor panel, audits. |

Where letme is named next to a grade, say that it's the same company, Anchor Terminal Ltd, that letme's own listing is graded under the conflict rule with a founder disclosure, and that letme never picks itself.

## Badges for vendors

Any listed tool may embed its badge from `/badges/{slug}.svg`.

## Open Graph and social cards

Every page renders its own 1200×630 card from the same template.

## Using the name

You may say that a tool "is listed on Anchor Terminal", "scored 84.6 (A) on the Anchor Terminal benchmark, September 2026 run", or "was reviewed by the Anchor panel", with a link.

## Downloads

- Brand kit (zip): https://www.anchorterminal.com/brand/anchor-terminal-brand-kit.zip
- Mark SVGs: https://www.anchorterminal.com/brand/anchor-mark.svg, https://www.anchorterminal.com/brand/anchor-mark-on-dark.svg, https://www.anchorterminal.com/brand/anchor-mark-on-light.svg, https://www.anchorterminal.com/brand/anchor-mark-black.svg, https://www.anchorterminal.com/brand/anchor-mark-white.svg
- Mark PNGs: https://www.anchorterminal.com/brand/anchor-mark-512.png, https://www.anchorterminal.com/brand/anchor-mark-1024.png, https://www.anchorterminal.com/brand/anchor-mark-on-dark-1024.png
- Wordmark SVGs: https://www.anchorterminal.com/brand/anchor-wordmark-dark.svg, https://www.anchorterminal.com/brand/anchor-wordmark-light.svg, https://www.anchorterminal.com/brand/anchor-wordmark-black.svg, https://www.anchorterminal.com/brand/anchor-wordmark-white.svg; PNG: https://www.anchorterminal.com/brand/anchor-wordmark-dark-1680.png
- Palette as data: https://www.anchorterminal.com/brand/colours.json
- Badges: https://www.anchorterminal.com/badges/{slug}.svg

The kit has the mark, the wordmark and the palette.