Gabriel (marca pessoal)
Brand Guidelines
Gabriel — Complete Brand Kit
1. Brand Manifesto
We are Everyman. We exist not to impress, but to close the distance between where you are and where technology is moving — without making you feel like the distance is your fault.
Gabriel didn't arrive here from a straight line. He came through smoke and pressure — literally. From firefighting to software factories, from liquidity pools to four startups, none of it was safe, and all of it was real. Every pivot was a bet on a simple belief: that complexity is not the point. Clarity is. The tools exist. The question is whether anyone will bother to translate them honestly.
Our five pillars are not aspirations. They are operating principles:
- Innovation as a survival tool, not a status symbol — available to anyone with the right guide
- Boldness as the firefighter's instinct applied to technology — act before the situation becomes a crisis
- Simplicity as a contract — I will never make you feel stupid
- Practicality as the only real standard — if it doesn't work Monday morning, it doesn't count
- Honesty as the anti-guru stance — no manufactured authority, no hype, no gatekeeping
The Sage in us demands depth. We don't just share what to do — we explain why, build frameworks, and help you develop judgment you can use without us.
Our promise: When you have a question about AI — when the board is waiting, when the investor is asking, when your team is looking at you — Gabriel's name surfaces immediately. Not because he's the most credentialed person in the room. Because he's the friend who actually knows, and will tell you the truth.
That is the feeling we build toward: the confidence of someone who has the right friend.
2. Positioning
Positioning Statement
For business owners and startup founders who feel the pressure of AI adoption but can't afford to waste time on hype or pay enterprise consulting rates, Gabriel is the trusted practitioner-educator who translates complex technology into actionable frameworks — because his knowledge is earned across firefighting, software, DeFi, and four startups, not borrowed from a whiteboard.
Price tier: Mid-range. World-class thinking standards, zero pretension in delivery or pricing.
Tagline
"The friend who actually knows."
Functional alternative for B2B contexts: "Clarity. Applied."
3. Definitive Color Palette
Primary Colors
| Role | Name | HEX | RGB | CMYK |
|---|---|---|---|---|
| Base Dark | Warm Charcoal | #2B2B2B | 43, 43, 43 | 0, 0, 0, 83 |
| Base Light | Parchment | #F8F5F1 | 248, 245, 241 | 0, 1, 3, 3 |
| Accent Primary | Ember Amber | #D97706 | 217, 119, 6 | 0, 45, 97, 15 |
Secondary Colors
| Role | Name | HEX | RGB | CMYK |
|---|---|---|---|---|
| Secondary Text | Warm Stone | #6B6B6B | 107, 107, 107 | 0, 0, 0, 58 |
| Dividers | Pale Linen | #E8E4DF | 232, 228, 223 | 0, 2, 4, 9 |
| Tertiary Accent | Deep Teal | #0D7377 | 13, 115, 119 | 89, 3, 0, 53 |
Neutral Supports
| Role | HEX | Usage |
|---|---|---|
| Error/Alert | #DC2626 | Form errors, critical alerts only |
| Overlay Dark | #2B2B2B at 60% opacity | Photo overlays, modal backgrounds |
Amber scarcity rule: Ember Amber appears on one primary CTA per layout, one key headline accent, and active/hover states. Its power is proportional to its restraint. Never use as a background fill over large areas.
4. Typography
Type System
| Role | Family | Weight | Size | Line Height | Tracking |
|---|---|---|---|---|---|
| Display / H1 | Plus Jakarta Sans | ExtraBold 800 | 48–60px | 1.15 | –0.02em |
| Section / H2 | Plus Jakarta Sans | Bold 700 | 32–40px | 1.25 | –0.01em |
| Subsection / H3 | Plus Jakarta Sans | SemiBold 600 | 22–26px | 1.35 | 0 |
| Body | Inter | Regular 400 | 16–18px | 1.65 | 0 |
| Body Emphasis | Inter | Medium 500 | 16–18px | 1.65 | 0 |
| Technical/Code | JetBrains Mono | Regular 400 | 13–14px | 1.55 | 0 |
| Caption/Meta | Inter | Regular 400 | 13–14px | 1.5 | +0.01em |
Hierarchy Rules
- Maximum three type sizes per layout composition
- Weight differentiates hierarchy before size does — avoid proliferating sizes
- JetBrains Mono reserved exclusively for code blocks, AI prompts, and technical callouts
- Never combine Plus Jakarta Sans with any serif typeface in the same composition
- Minimum body text size: 16px digital, 10pt print
5. Grid & Spacing
Base Unit
8px grid. All spacing values are multiples of 8.
Layout Grid
| Context | Columns | Gutter | Margin |
|---|---|---|---|
| Desktop (1440px) | 12 | 24px | 120px |
| Tablet (768px) | 8 | 16px | 40px |
| Mobile (375px) | 4 | 16px | 20px |
Spacing Scale
| Token | Value | Usage |
|---|---|---|
| xs | 8px | Icon padding, inline gaps |
| sm | 16px | Component internal padding |
| md | 24px | Card padding, form spacing |
| lg | 40px | Section sub-divisions |
| xl | 80px | Section vertical padding |
| 2xl | 120px | Hero vertical padding |
Whitespace rule: Minimum 80px vertical padding between major page sections. Breathing room is a deliberate signal of confidence, not waste. Content density should never exceed 65% of any layout area.
Content Width
- Primary content column: 720px max-width (optimal reading measure for Inter 18px)
- Wide content (tables, diagrams): 960px max-width
- Full-bleed elements: Photography and hero sections only
6. Graphic Elements
Geometric System
Primary shape language: Rectangles with 4px corner radius (structural containers), circles (accent elements, avatar frames, step indicators), and horizontal rules at 1px / #E8E4DF.
Accent shapes: A segmented circle motif — a circle divided into 4–6 arcs with 3px gaps — functions as the brand's primary graphic device. It references systems thinking, learning paths, and complexity made manageable. Used at 40–120px diameter as accent, never as a dominant element.
Pattern System
Grid overlay pattern: A 24×24px dot grid at 8% opacity in Warm Charcoal on Parchment backgrounds. Used as a background texture on hero sections and card surfaces to add tactility without visual noise. Never on photography.
Diagonal rule accent: A single 1px diagonal line at 45° used as a section divider alternative. References precision and forward momentum (F1 influence). Used sparingly — maximum once per page template.
Texture
Grain overlay: 4% noise texture applied over solid color backgrounds only. Adds warmth and prevents digital sterility. Not applied to photography or type.
Iconography
- Grid: 24×24px base, 48×48px display
- Stroke weight: 1.5px default, 2.5px emphasis
- Corner radius: 2px
- Color:
#2B2B2Bdefault;#D97706active state only - Style: Two-weight geometric line icons. No fill icons. No rounded-rectangle style.
7. Tone of Voice
Verbal Personality
Built on the Everyman archetype (baseline register) with Sage depth (framework and explanation layer). The voice is that of a knowledgeable friend at a table, not a professor at a lectern.
| Dimension | Direction |
|---|---|
| Register | Conversational and substantive — never dumbed down, never jargon-heavy |
| Humor | Present and genuine; lowers tension around complex topics; never forced |
| Authority | Earned through context and real examples, not titles or credentials |
| Honesty | "I tried this and it didn't work" is as valuable as "here's what works" |
| Energy | Engaged and curious — the tone of someone who genuinely finds this interesting |
We Say / We Never Say
| We Say | We Never Say |
|---|---|
| "Here's what I'd actually do" | "Game-changing" |
| "This is harder than it looks — here's why" | "Revolutionary" |
| "I got this wrong at first" | "The future is now" |
| "Here's the framework I use" | "Disruptive innovation" |
| "Let me show you the real tradeoffs" | "Unlock your potential" |
| "You don't need to understand the math" | "It's actually quite simple" (condescending) |
| "Most people overlook this" | "As a thought leader..." |
Communication in 3 Contexts
Celebration (product launch, client win, milestone):
"Six months ago, Marina's team was guessing on inventory. Last week, they cut overstock by 23% using a setup that took one afternoon to build. No engineers. No six-figure contract. Just the right tool, explained correctly. That's the whole point."
Crisis (public error, AI failure, bad advice):
"I recommended this tool in March. I was wrong — the use case I described doesn't hold up at scale, and two people told me they ran into exactly that wall. Here's what I missed, and here's what I'd say instead now. Getting this right matters more than being right the first time."
Sale (offer, workshop, consulting):
"If you're a founder trying to figure out where AI actually fits in your product — not what investors want to hear, but what's real — I'm running a 6-week cohort for 12 people in April. We work through the real decisions together. No slides about the future of AI. Just frameworks you can use the week after."
Channel Adaptation
LinkedIn: Substantive posts with clear structure. Open with a specific, counter-intuitive observation. No hooks for their own sake. 200–400 words. Ends with a question or a clear next step, not a call to share.
Instagram: Visual-first. Typography-led quote cards from longer content. Behind-the-scenes of real work (whiteboards, sessions, frameworks in progress). Caption is short and direct — one idea, fully expressed.
Email: Longer form. One topic per email. Opens with a real situation (a client question, a decision Gabriel faced, a thing that didn't work). Ends with one clear action. No "hope this finds you well."
8. Brand Applications
Business Card
- Size: 90×55mm (standard) / 3.5×2in
- Front: Name in Plus Jakarta Sans Bold 700 / 18pt,
#2B2B2B. Title in Inter Regular 400 / 10pt,#6B6B6B. Tagline "The friend who actually knows." in Inter Regular Italic / 9pt,#6B6B6B. Parchment#F8F5F1background. Ember Amber#D977062px rule at bottom edge. - Back: Parchment background with dot grid pattern at 8% opacity. Contact details in Inter Regular 400 / 9pt. Segmented circle motif at 40px, centered or bottom-right corner.
- Print spec: 400gsm uncoated stock. No lamination (contradicts warmth positioning). Letterpress or soft-touch offset preferred.
Social Media
| Platform | Profile | Cover/Banner | Post Grid |
|---|---|---|---|
| Headshot, natural light, Parchment or neutral background | #2B2B2B background, name in Plus Jakarta Sans Bold, tagline in Inter, Amber rule | Long-form text cards in Parchment/Charcoal system | |
| Same headshot | N/A | Alternating: photography (warm, directional), typography cards (Parchment base), framework diagrams | |
| Twitter/X | Same headshot | Minimal: name + tagline on Parchment | Text-first; minimal visual templates |
Profile image spec: 800×800px. Headshot cropped at shoulders. Warm, directional light. Slight warm color cast. No logo lockup on profile image.
Post template system: Three repeating card types — (1) Quote/Insight: Plus Jakarta Sans Bold headline on Parchment, (2) Framework: Diagram on #2B2B2B with Amber accent, (3) Photo + Caption: Full-bleed photography with Parchment text overlay.
Stationery & Digital
- Letterhead: A4/Letter. Parchment background. Logo top-left. 40px top margin. Body in Inter 11pt /
#2B2B2B. Amber 1px footer rule. - Presentation deck: 16:9. Dark template (
#2B2B2Bbase) for keynote/stage; Light template (Parchment base) for client documents. Plus Jakarta Sans for all headlines. Maximum 40 words per slide. - Email signature: Name in Plus Jakarta Sans SemiBold 600, role in Inter Regular, one link (website), no image attachments.
#2B2B2Btext only. - Website: 12-column grid, 120px side margins at desktop. Parchment base. Navigation in Inter Medium 500 / 14px. Hero in Plus Jakarta Sans ExtraBold 800 / 56px. CTA buttons: Ember Amber fill, Warm Charcoal text, 4px corner radius, 16px horizontal padding.
9. Brand Usage Guidelines
Correct Usage
- Ember Amber used as single accent per composition — one CTA, one headline highlight
- Plus Jakarta Sans and Inter always paired; JetBrains Mono only for technical content
- Photography always with warm color treatment (–12% saturation, +6 amber cast)
- Minimum clear space around logo: equal to the height of the "G" in the wordmark on all sides
- Parchment
#F8F5F1is the default background;#2B2B2Bdark background used for emphasis sections only, not as the primary environment
Incorrect Usage
- Do not place the wordmark on Ember Amber backgrounds — contrast ratio fails WCAG AA
- Do not use cold blue, purple, or gradient fills anywhere in the system
- Do not use serif typefaces — not for pull quotes, not for "elegance," not for contrast
- Do not use pure black
#000000or pure white#FFFFFF— system poles are Charcoal and Parchment - Do not use stock photography — single instance breaks the authenticity contract
- Do not reproduce the neural-network or "AI brain" visual cliché in any format
- Do not apply more than two accent colors in a single composition at equal visual weight
- Do not use the brand's Ember Amber as a background fill on sections larger than 120px height
10. Brand Glossary
| Term | Definition |
|---|---|
| Warm Precision | The brand's governing visual tone — the simultaneous expression of human warmth (Everyman accessibility) and design precision (Sage depth, Rolex craft standards) |
| Ember Amber | The primary accent color (#D97706); carries the brand's energy signal; references Gabriel's firefighter origin without literalism; used sparingly to preserve impact |
| Parchment | The primary background color (#F8F5F1); signals warmth, consideration, and human presence; the deliberate rejection of clinical SaaS white |
| Everyman Archetype | Gabriel's primary brand archetype; defines the register of radical accessibility — complex technology made approachable, zero pretension, peer-level trust |
| Sage Secondary | Gabriel's secondary archetype; adds intellectual depth and framework-building to the Everyman baseline; prevents the brand from reading as shallow or purely populist |
| Trusted Friend Positioning | The brand's emotional north star — not a guru, not a vendor, but the peer with better information whose name surfaces first when an AI question arises |
| Vibe Coding | Gabriel's primary category entry point; the practice of using AI to build software without traditional coding skills; a narrow ownership window in the Brazilian market |
| Warm Precision | See above — the brand's visual and verbal governing tone |
| Segmented Circle | The brand's primary graphic device; a circle divided into arcs; represents systems thinking, learning paths, and complexity made manageable |
| Firefighter Thread | The recurring narrative reference to Gabriel's origin in high-stakes physical environments; used as proof of practical wisdom and boldness; should appear consistently across brand communication, not only in the biography |
| Mid-Range Premium | The brand's price tier positioning — world-class thinking standards and execution quality delivered at accessible pricing; the deliberate tension between Rolex/Apple aspirational references and Everyman accessibility |
| Three-Typeface Rule | The non-negotiable constraint: Plus Jakarta Sans (display), Inter (body), JetBrains Mono (technical). No additions, no exceptions. |
| 8px Grid | The base unit of the spatial system; all spacing values are multiples of 8; ensures visual rhythm and consistency across all touchpoints |
| Amber Scarcity Rule | The operational constraint on the accent color: one CTA, one headline accent, active states only per composition; scarcity is what gives the color its signal power |
Logo System
Primary Logo
Monochrome