The brand, in one place
The single source of truth for this brand's identity, voice and design language — written to be read by people and by AI alike. The essence, in one line:
ink + paper do the work · rose signs the work · teal reassures.
Machine-readable guidelines live at a stable URL. Fetch it and follow it.
https://ravinderjhutie.com/llms.txt The identity is typographic
An “RJ” monogram set in Spectral, paired with the “Ravi Jhutie” wordmark and “Implant & Smile Design” tagline. Use one mark, with clear space around it — never redraw or restyle it.
Do
- Keep clear space around the mark (≥ the height of the “RJ”)
- Keyline monogram on paper; light monogram on dark
- Minimum monogram size ~28px; keep the wordmark legible
- Recolour only to approved variants (ink, rose, teal)
Don't
- Redraw, stretch, rotate or add shadows/effects to the mark
- Change the typeface or the “RJ” letter-spacing
- Place it on a busy / low-contrast background
- Lock it up with clinic or partner logos (e.g. Bupa)
Paper & ink lead, rose signs
Paper and ink carry ~90% of any layout. Rose is the signature accent, used sparingly (5–10% of a view). Teal is reserved for trust and calm. Tap any colour to copy its hex.
Roughly how the palette balances in a typical layout — paper & ink do the work, teal reassures, rose signs it.
Every code, for screen & print
HEX and RGB for anything on screen; CMYK for full-colour printing; a nearest Pantone for spot-colour work (signage, letterpress, embossing). Tap any value to copy.
Before you print: screen (HEX/RGB) and print (CMYK) never match exactly — treat the CMYK values as a starting point and always ask your printer for a physical proof. The Pantone references are the nearest match (marked ≈); confirm against a physical Pantone swatch book before committing to spot colour.
Spectral & Hanken Grotesk
Spectral (serif, weight 600) for headlines — editorial and optically large. Hanken Grotesk for body and UI. Always sentence case, one rose word per headline.
A smile you'll be proud of.
I plan every case meticulously — rebuilding the bone and the gum before the tooth — so you wake up to a result that looks, feels and lasts like it should.
Warm, precise, first-person
- First personDr Ravi speaks as “I”; the reader is “you”.
- British English & £colour, anaesthetic, optimise. Prices in £.
- Sentence case headlinesNever Title Case or ALL CAPS.
- One rose emphasis wordExactly one upright rose word per headline.
- One rose CTA per viewAlways “Request a consultation,” phone beside it.
- Body ≥ 17pxGenerous and readable — the audience is older.
- No emojiPhosphor icons only. Reassuring, never hype.
Real, warm, editorial
- Warm, editorial, real. Calm and premium.
- Anonymise patient photos — crop out the eyes even if the source is a full face; align before/after pairs.
- Image labels are “Pre-op” and “Final results” — never “before & after.”
- No clinical / surgical photos for patients — tell the journey in words.
- No clinic or partner logos (e.g. Bupa). Maps use cookie-free OpenStreetMap.
Protect the mark
Do
- One rose emphasis word per headline; one rose CTA per view
- Keep paper + ink dominant; bring teal in for trust moments
- First person, British English, sentence case, body ≥17px
- Anonymise patient photos; label “Pre-op” / “Final results”
Don't
- More than one rose word, or rose as a flat background
- Title Case, ALL CAPS, or emoji
- Invented statistics, awards or claims
- Eyes in patient photos, scary clinical imagery, or partner logos
The only numbers you may state
The only numbers and details that may be stated. Do not invent others.
AI & agent access
This page has a machine-readable companion. Point any model at it and ask it to follow the brand.
https://ravinderjhutie.com/llms.txt WebFetch https://ravinderjhutie.com/llms.txt
"Apply these brand guidelines to <task>."Paste the URL above and ask the model to fetch and follow it — or paste the file's contents directly.