TokenMPG brand guide.
Independent measurement. Clear evidence. Considered use of resources. A precise, restrained identity for AI efficiency.
A common measure of AI efficiency
Authority through clarity.
Use lowercase “token” with uppercase “MPG” in the wordmark. Use “TokenMPG” in prose. The gauge expresses measurement and resource efficiency.
Keep clear space of at least half the icon width. Minimum: 140 px for the complete lockup; 16 px for the icon alone. Preserve proportions.
One deliberate accent.
Navy carries text and authority. Mint marks focus and progress. Gray defines structure; paper white provides breathing room. Use navy text on mint, never mint body text on white.
IBM Plex.
of AI efficiency
IBM Plex Sans · 400 / 500 / 600
Headlines: 48–76 px, 1.04 line height.
Section heads: 30–44 px / 1.14.
Body: 16–19 px / 1.65.
IBM Plex Mono · 400 / 500
Labels, units, metadata: 11–12 px.
Fallbacks: sans-serif / monospace.
Precision, with restraint.
Use simple arcs, thin rules, consistent grids, and generous space. Keep gauges legible and labels close to their values. Corners are subtly softened, 3–6 px.
Every chart needs units, task context, and a visible distinction between measured results and illustrative concepts. Avoid decoration that resembles evidence.
Plain. Specific. Accountable.
Explain useful outcomes and the resources used to achieve them. State scope and limitations. Prefer “tokens per completed task” to vague claims of being “smarter.”
Do not imply that benchmarks, certification, ratings, or customer results exist before the supporting work has been completed.
A coherent system.
Favicon: mint gauge on navy.
Use the complete wordmark for page headers and reports. Use the icon alone only where space is limited. Use a navy lockup on light backgrounds, or a white wordmark with mint icon on navy.
No stretched logos, gradients, robots, brains, sparkles, or automotive imagery. Certification marks require a defined and published standard.