01
Brand Foundation

The belief the entire brand runs on. Deals are not won across long arcs of activity — they are won or lost in a handful of compressed moments where hesitation has an immediate cost.

What We Are

The most prepared teammate in the room.

Not a tool to manage. Not software to report into. A teammate — reliable, prepared, and present in the moments that determine whether a deal moves forward or quietly stalls.

Core Belief

The moment is the most critical unit of value in sales.

Sales performance isn't constrained by effort or tools — it's constrained by execution quality in high-pressure moments. Vivun exists to make sure sellers never miss the moments that decide deals.

What We Are Not
  • A generic AI productivity platform
  • A call recording or analytics product
  • A manager-first oversight tool
  • A replacement for sellers
  • Another layer on top of your CRM
Position in one sentence
Vivun helps sellers win the moments that decide deals with an AI Sales Teammate that supports them before, during, and after every customer conversation.
Category definition
AI Sales Teammate — not a recording tool, not a productivity layer, not a manager dashboard. A domain-specific AI that participates inside live selling moments: before, during, and after the call.
How it works
Hero joins live calls, synthesizes deal-specific context, and delivers real-time guidance grounded in a proprietary Sales Reasoning Model (SRM) — trained on your products, process, and competitive landscape.
The sanity check
"Does this help a seller prepare, respond, or follow through when the pressure of the moment is on?" If the answer is no — it does not belong in Vivun's external voice.
02
Naming Conventions

Consistent naming signals whether we understand our own product. The right name in the right context is a brand decision, not a copywriting preference.

ContextUse this name
The product the seller interacts withHero
The AI teammate on the callHero
What sellers tell their team aboutHero
The company behind the productVivun
Corporate boilerplate and legalVivun
The sales / BDR team selling the platformVivun
Enterprise buyer-facing positioningHero by Vivun
Positioning statement"Hero is an AI Sales Teammate…"
Company boilerplate"Vivun is an AI sales platform. Its AI Sales Teammate, Hero, works alongside sellers…"
Never
  • Use "Vivun Hero" as a compound name
  • Refer to Hero as "the tool," "the bot," or "the assistant"
  • Use "Hero by Vivun®" in seller-facing or PLG copy
  • Use "agents," "multi-agent," or "LLM" in customer-facing copy
Always
  • Capitalize Hero and Vivun at all times
  • Default to Hero in product context; Vivun in company context
  • Capitalize "AI Sales Teammate" — it is the category label
  • "Sales Reasoning Model" / "SRM" acceptable in technical contexts
03
Brand Voice

Vivun sounds like the most capable person in the room who has no interest in sounding like the most capable person in the room. Confident without performance. Direct without coldness. Empathetic without softness.

Five voice dimensions
01
Grounded
✓ Sounds like

"The buyer asks something you didn't see coming. You're choosing between guessing, deflecting, or saying 'let me get back to you' — and you know any of those can cost you momentum you won't get back."

✗ Doesn't sound like

"In today's rapidly evolving B2B landscape, sales professionals face unprecedented challenges in meeting buyer expectations."

Write from the seller's reality, not from a product spec or a market trend report. Every claim is anchored in something a seller would recognize from this week — not a hypothetical or an abstraction.

02
Direct
✓ Sounds like

"Most AI tools help you before the call or after it. Nothing helps you during."

✗ Doesn't sound like

"While many existing AI-powered solutions offer valuable pre-call preparation capabilities and post-call analytical insights, there remains a meaningful gap in real-time in-conversation support."

We say the thing. We don't soften it, hedge it, or bury it. Short sentences are preferred. Every word earns its place.

03
Empathetic — not sentimental
✓ Sounds like

"The feeling isn't 'I'm more efficient.' The feeling is: I'm not alone in the moment anymore."

✗ Doesn't sound like

"We know sales can be stressful! That's why we built Hero — to take the pressure off and help you feel great about every conversation!"

We understand the emotional reality of selling under pressure. We name those feelings plainly. We don't dramatize them or use them to manipulate.

04
Precise
✓ Sounds like

"During live calls, Hero assisted sellers an average of seven times per meeting."

✗ Doesn't sound like

"Hero delivers powerful AI-driven insights that help sellers perform better across the entire sales journey."

Vague benefits are not benefits. We name specific moments, specific outcomes, specific experiences. The difference between "saves you time" and "you stop spending Sunday night reconstructing what happened on Friday's call" is the difference between forgettable and true.

05
Assured — not arrogant
✓ Sounds like

"Gong excels at post-call analysis. Vivun supports sellers during the conversation and carries that context forward automatically. Many teams use both."

✗ Doesn't sound like

"Unlike legacy tools that only look backward, Vivun is the only true AI sales solution on the market."

We believe deeply in what we built. We don't need to tear down competitors or overstate what we are. Our confidence comes from a clear point of view, not from volume.

Voice anti-patterns — flag these in review
AvoidWhy it fails
Cutting-edge AIEmpty superlative — says nothing about value
Empower sellers to…Overused, passive, and vague
End-to-end platformDirectly contradicts our positioning
Seamlessly integratesEvery tool claims this — it's invisible
"AI-powered" as a leading claimDescribes mechanism, not value
Game-changing / RevolutionaryNever earned — always invites an eye-roll
Autonomous sellingDirectly contradicts our human-first stance
"AI does the selling for you"Actively dangerous to our positioning
Excessive em-dashes and parentheticalsSignals unclear thinking
Passive voice for key claimsWeakens conviction when conviction is the point
04
Tone by Context

Voice is consistent. Tone adapts. How we shift register across surfaces without losing who we are.

SurfaceToneKey Principle
Website homepageConfident, visceralLead with the moment, not the product
Product marketingPrecise, directFeatures always connected to seller situations
Sales outreachPersonal, groundedSound like a person who understands their week
Thought leadership / BlogConsidered, assuredA clear point of view, not content for content's sake
Sales enablementPractical, clearSellers need to use this — write for action
Executive / Economic buyerStrategic, measuredConnect seller execution to revenue outcomes
Social mediaSharp, humanOne idea per post — no jargon
Internal communicationsDirect, plainWe write for people, not for optics
Error states / UI copyCalm, helpfulNever blame the user; never be cute
05
Core Messaging Architecture

All Vivun messaging flows through the same narrative logic, regardless of channel or persona. Every piece of communication lives somewhere in this arc.

The narrative arc
1
The world has changed
Buyer patience has collapsed. Moments decide deals.
2
The current way breaks down
Tools help before and after. Nothing helps during the conversation — when the outcome is still alive.
3
There is a different kind of answer
Not a tool. A teammate. Built for the person on the call.
4
This is what that feels like
Before, during, after — at every phase of the selling moment.
5
The results compound
For the seller, for the team, for the organization. The numbers follow the moments.
The moment framework
Before the call
The preparation moment
Seller emotions
AnxiousRushedUncertain
Vivun's role
Synthesize context, build readiness, reduce pre-call dread
Key language
PreparedReadyOriented
The outcome
Sellers walk in ready instead of reactive
During the call
The performance moment
Seller emotions
ExposedReactiveUncertain
Vivun's role
Support in real time without breaking focus or flow
Key language
ConfidentPresentIn control
The outcome
Momentum preserved; credibility maintained
After the call
The momentum moment
Seller emotions
OverwhelmedBehind
Vivun's role
Immediate capture, follow-up, preservation of what happened
Key language
ImmediateAccurate
The outcome
Nothing slips; momentum carries forward
Benefits ladder
Functional
What the product does"Hero surfaces answers in real time during live calls."
Seller
Better answers in the momentFaster follow-throughLess pre-call anxietyFewer "let me get back to you" moments"You respond confidently instead of deflecting."
Emotional
Backed upNot exposedIn controlNot second-guessing"You're not alone in the moment anymore."
Team
Consistent executionBest-rep knowledge for every repFaster ramp"The frozen middle thaws."
Business
Higher win ratesLarger deal sizesShorter cyclesExpanded capacity without headcount growth"The numbers follow the moments."
Approved copy outputs
One-sentence positioning statement
Hero helps sellers win the moments that decide deals with an AI Sales Teammate that supports them before, during, and after every customer conversation.
Elevator pitch — short
Hero helps sellers win the moments that decide deals. It works alongside them before, during, and after calls — reducing hesitation and preserving momentum when answers are needed immediately.
Elevator pitch — expanded (enterprise)
Vivun is an AI sales platform built for sellers operating under pressure. Its AI Sales Teammate, Hero, works alongside sellers before, during, and after customer conversations — helping them prepare, respond confidently in real time, and preserve momentum through follow-up and execution. By grounding AI in real deal context — products, buyers, and sales process — Hero reduces hesitation in the moments that decide deals and helps sales teams convert more opportunities with less friction.
PLG narrative opener
You know the moment. The buyer asks something you didn't see coming. And now you're choosing: guess and risk being wrong, deflect and risk looking unsure, or say "let me get back to you" — knowing that any of those can cost you the momentum you spent all week building.

Tagline

Win the moment. Win the deal.

Headline principles
1
Name the moment the seller recognizes from their own week
2
Make the sharpest possible version of our core claim
3
Name the cost of the problem we solve
Strong headlines
  • Win the moment. Win the deal.
  • The call turns. You're on your own. Until now.
  • Your buyers have already decided. Here's what changes that.
  • What happens in the next 7 minutes decides everything.
  • Great teammates show up when it counts.
Weak headlines
  • AI-powered sales support for modern revenue teams
  • The intelligent platform that helps sellers close more deals
  • Transform your sales process with AI
06
Persona Communication Guide

Voice is consistent across personas. The entry point and emphasis shift. Lead with what each persona actually cares about — not what we want them to care about.

Primary persona
The Frontline Seller
AEs, reps, closers — accountable for the conversation, its outcome, and what happens next.
What they care about
  • Not looking unprepared in front of a buyer
  • Winning the deal — not the process
  • Not spending Sunday cleaning up Friday
  • Having backup when the conversation turns
What they distrust
  • Being monitored or scored
  • Tools that add work instead of removing it
  • Promises that don't hold up on a real call
  • Copy that sounds like it was written for their manager
Language that lands
"You know the moment""The question you didn't see coming""You're not alone in the moment anymore""The first time Hero saves you on a call, you're not going back"
Language to avoid
ROI language in the first breath"Productivity" as a primary benefitAnything written for their manager
Secondary persona
The Sales Leader / Economic Buyer
CROs, VPs of Sales, Heads of Enablement and RevOps — accountable for revenue targets, team performance, and AI strategy.
What they care about
  • Win rates, deal size, cycle length
  • Capacity without headcount growth
  • Consistent execution at scale
  • AI strategy that doesn't create governance risk
What they distrust
  • Shelfware — tools sellers won't use
  • Implementations that take quarters
  • Surveillance culture — inspection-first framing
  • Vague AI claims without a business case
Language that lands
"Execution capacity, not market opportunity, is your constraint""Update once, applies everywhere""Adoption is earned through performance, not mandated through process""The frozen middle thaws"
Language to avoid
Starting with seller emotions as the entry pointSurveillance or inspection framingVague AI claims without business case
07
Competitive Messaging

We do not win by tearing down competitors. We win by being clearer about what we are. The distinction is always about when Hero shows up.

Versus
Gong
Acknowledge what they do well. Differentiate on timing.
Gong excels at post-call analysis and review. Vivun supports sellers during the conversation — when the outcome is still undecided — and carries that context forward automatically. Many teams use both.
Versus
Salesforce / Embedded Agents
Differentiate on architecture and orientation.
Salesforce enables task-specific agents that require configuration and narrow scope. Vivun provides a single teammate that operates across the full selling moment, grounded in deal context and seller reality.
Versus
General-purpose AI
Differentiate on grounding and trust.
General-purpose AI can generate plausible responses. Vivun operates from a persistent, inspectable understanding of your products, your process, and this specific deal — so sellers can trust what they're given when the cost of being wrong is high.
Versus
Enablement / Coaching tools
Differentiate on timing and liveness.
Those tools prepare sellers or review calls. Hero supports sellers while the outcome is still alive — before, during, and immediately after.
What we never do
Claim to be "the only" anythingUse competitor names in ad copy or headlinesOverstate functional differences we can't defend in a demoPosition Gong or Salesforce as adversaries
08
Guardrails

What Hero is not — non-negotiable. Violating these in copy, design, or sales motion undermines the trust the brand is built on.

Not this

An efficiency tool

Efficiency is a byproduct, not the goal. Never lead with productivity or time-saving framing.

Not this

A manager tool

Benefits to managers are downstream effects of seller success — never the primary frame.

Not this

A replacement

Hero augments sellers. It doesn't automate selling. Never imply the seller is optional.

Not this

Another platform to manage

Hero fits how sellers already work — voice, chat, Slack, in-call. It doesn't create new process.

Not this

A surveillance tool

Vivun never leads with monitoring, scoring, or inspection. These words don't appear in Hero copy.

Content that belongs
  • Stories about specific moments sellers recognize from their own week
  • Proof that shows changed seller behavior, then business outcomes
  • Competitive clarity that returns to live seller execution
  • Thought leadership anchored in the seller's reality
  • Before / during / after frameworks applied to real situations
Content that doesn't belong
  • Generic AI market commentary that could come from any vendor
  • Feature announcements without situational context
  • Org-chart benefits that start with the manager, not the seller
  • Efficiency claims without emotional grounding
  • Category creation language — "we invented the AI sales teammate category"
09
Writing Checklist

Use this before finalizing any external piece of communication. Four categories. Sixteen checks. If any box is uncertain — rewrite before publishing.

🎯
Voice & Positioning
  • Does the piece lead with a moment the seller recognizes — not a product feature?
  • Is the claim grounded in seller reality, not market trend language?
  • Does the copy avoid "AI-powered," "cutting-edge," or "end-to-end"?
  • Is the most important claim in the first sentence — not buried in the second paragraph?
🏷️
Naming & Terminology
  • Is "Hero" used in product contexts and "Vivun" used in company contexts?
  • Is "AI Sales Teammate" capitalized wherever it appears?
  • Are "tool," "bot," "assistant," or "agents" absent from customer-facing copy?
  • Is "Vivun Hero" used nowhere as a compound name?
💬
Messaging Integrity
  • Does the piece fit clearly within the before / during / after framework?
  • Are benefits named specifically — not generically ("saves time," "increases performance")?
  • Does the emotional benefit precede or accompany the functional claim?
  • Would this pass the sanity check: does it help a seller in a live selling moment?
🚫
Guardrails
  • Is there any framing that positions Hero as a surveillance or inspection tool?
  • Does anything imply the seller is optional or replaceable?
  • Is this written for the seller first — not the manager reviewing the seller?
  • Does this avoid tearing down named competitors or claiming "the only"?
Vivun · Brand Identity Guidelines

Built to let
Hero be the star.

The Vivun brand has been intentionally simplified — Deep Purple and White anchoring the parent brand with clarity, while Hero takes center stage.

02
Brand Colors

Deep Purple is now the primary expression of the Vivun parent brand. Pink moves to a legacy role — honored, but no longer leading. Hero's Teal signals the product. Everything else supports.

Color hierarchy
Tier 1 — Parent Brand
Vivun Deep Purple

The primary expression of the Vivun brand. Deep Purple is the structural anchor — institutional, credible, and unmistakably Vivun. It carries the corporate weight that gives Hero the credibility to do its job. Use it for the Vivun wordmark, corporate communications, navigation, and all parent-brand moments.

Tier 1 — Product Signal
Hero Teal

The signal color of the Hero product. Teal owns an open lane — Salesforce owns blue, Gong owns purple. Teal is unclaimed, and it stays that way. It carries the emotional register Hero needs: backed up, not overwhelmed. Used in CTAs, the Hero mark, product UI, and brand moments where Hero is the star.

Legacy — Accent Only
Vivun Pink

Pink is being moved to the back of the bus. It served the Vivun brand well in an earlier chapter. Today it lives as a legacy accent — present in select moments for warmth and continuity, but no longer leading the brand. Do not use Pink on the Vivun wordmark, in hero sections, or as a primary brand signal.

Tier 2 — Support
Secondary Palette

A supporting cast of teals, blues, purples, and warm accents. They add depth to gradients, illustrations, and UI states. They must never overpower Deep Purple or Hero Teal.

Primary palette
Vivun Deep Purple
#13153C · RGB 19 / 21 / 60
PMS 274 C
Parent Brand — Primary
Hero Teal
#2CCCCE · RGB 44 / 204 / 206
Product signal
Hero Product — Primary
White
#FFFFFF
Primary logo alternate
Parent Brand — Alternate
Vivun Pink
#C04575 · RGB 192 / 69 / 117
PMS 7635 C
Legacy — Accent Only
Typography
#636980 · RGB 99 / 105 / 128
Web body text
Web — Body Text

On Pink: Vivun Pink was the primary brand color in the previous chapter of the brand. It remains available as a warm accent in gradients, illustrations, and select UI moments — but it no longer leads. It no longer appears on the wordmark. When making a color decision for Vivun-as-company, the answer is Deep Purple. For Hero-as-product, the answer is Teal.

Secondary — support colors
#4DCEB5
#3E56A5
#328BA0
#241E74
#B864BF
#F6A533
#DC5E2B
#F25285
#B1B4D2
#E1E2F1
#F5F7FF
03
Typography

Rounded, friendly, and clean. Three typefaces — each with a defined role. Never mixed arbitrarily.

Headline / Display
Poppins Bold
Poppins Regular
Poppins 700–800 · −0.03 to −0.04em tracking · Line-height 1.05–1.1
Headlines, hero text, section headings
Body Copy
Poppins Light — used for long-form copy and supporting text where breathing room aids readability and tone stays warm.
Poppins 300–400 · Line-height 1.75–1.8
All body copy, descriptions, supporting text
Button / CTA — Sparingly
Get Started
Learn More
Explore
Oswald Light 300 · Letter-spacing 0.08em · Uppercase
Buttons, CTAs, select accent labels only — use sparingly
Headline
Poppins Bold or Regular. Tight tracking (−0.03em to −0.04em). Line-height 1.05–1.1. Set in Deep Purple on light; White on dark.
Body
Poppins Light or Regular at 15–17px, 1.75–1.8 line-height. Set in #636980 for body text, Deep Purple for emphasis.
CTA
Oswald Light, uppercase, tracked at 0.08–0.14em. Reserve for button labels only. Never use for body copy or headlines.
04
Icons

Simple, functional, and clean-lined. Icons complement the brand — they never carry decorative weight. That job belongs to color and type.

Icon principles: 1.5px stroke, rounded caps and joins. Scale to 16 / 20 / 24px grids. Never filled. Deep Purple on light backgrounds; White or Teal on dark. Icons must be immediately recognizable at small sizes and carry no decorative weight.

Hero by Vivun · Brand Rationale
Hero was built for
the moment a seller needs to perform
moments that matter.
everything else disappears.
01 · The Logo

Two marks.
One design system.

Hero's visual identity is built on two assets that work in tandem — a wordmark for full-context settings and an icon mark for tight spaces, motion, and product. Together they cover every surface the brand appears on.

Wordmark · On Light
Primary use — proposals, decks, partner pages, co-branded materials.
Wordmark · On Dark
Dark backgrounds — event walls, swag, product UI headers.
Wordmark · On Teal
Teal brand moments — campaign headers, hero banners.
Icon Mark · On Light
App icons, favicons, badges, and anywhere space is at a premium.
Icon Mark · On Dark
Dark-mode product UI, motion sequences, branded merchandise.
Icon Mark · On Teal
Teal backgrounds — event signage, motion, merchandise.
Wordmark anatomy

The name does two things at once.

"Hero" carries the product identity — aspirational, human, direct. "by Vivun" provides institutional context for buyers and enterprise stakeholders who need to know who's behind it. The two are set at different weights so neither competes with the other.

Icon mark anatomy

The pinwheel with a hidden thread.

The form is a pinwheel — open, kinetic, forward-moving. Look closer and the geometry carries a subtle "V" — a deliberate nod to Vivun without announcing it. The mark is fully legible without that knowledge. The connection rewards attention; it doesn't demand it.

Use
  • Wordmark on any co-branded or external-facing document
  • Icon mark alone when space is smaller than 40px wide
  • White version of either mark on navy or teal backgrounds
  • Maintain clear space equal to the height of the "H" on all sides
Avoid
  • Stretching, rotating, or applying drop shadows to either mark
  • Placing the logo on busy photography without a clear background zone
  • Recreating or redrawing either mark from memory
  • Using the Vivun logo in place of the Hero wordmark in any Hero context
02 · Color

An open lane in a saturated field.

Gong owns purple. Salesforce owns blue. Momentum blurs the two. The field is saturated with gradient-blended versions of the same palette. Teal separates Hero before a single word is read.

#00A1E0
Salesforce territory
Taken
#6B2C91
Gong territory
Taken
#4285F4
Momentum · crowded space
Taken
#2CCCCE
Owned by Hero
Chosen
01
An open lane in a saturated field.
Category adjacents — green, blue, corporate navy — were occupied. Teal creates immediate visual separation without competing for ground already claimed by dominant players. The question was never "what looks good." It was "what isn't already spoken for."
02
Calm enough for enterprise. Clear enough for the moment.
Pink couldn't hold enterprise context. Purple competed with the wrong category. Teal carries the precise emotional register this product needs — it earns trust before the product gets a chance to prove itself.
03
A color that works everywhere stops being a color and starts being a signal.
Product UI, event walls, partner pages, motion — teal performs in all of them without modification. If a color requires exceptions, it creates inconsistency. If it doesn't, it builds recognition across every surface the brand touches.
04
The only test that matters: does it disappear into the field?
Generic blue disappeared. Teal didn't. First contact happens in a crowded feed, a cluttered inbox, a split-second glance at a booth wall. The color has to survive that before anything else can work. This one does.
03 · The Mark

Continuity without subordination.

The pinwheel carries a subtle "V" geometry — a thread back to the Vivun parent without making Hero an extension of it. Hero stands alone as the seller-and-buyer-facing mark.

WordmarkHero by Vivun wordmark
Icon MarkHero icon mark

Identifiable before the name registers.

The goal is a mark that works the way a team colorway works — recognized in context before anyone reads the name beside it. That requires separation, not subordination.

01
The mark earns its own identity before it earns recognition.
  • Recognition comes from repetition, not parent proximity
  • Must stand alone in product, motion, and on a badge
  • Parent connection is an asset only after the mark has its own meaning
02
Portfolio architecture: one brand for institutions, one for people.
  • Vivun — corporate, structural, enterprise-facing
  • Hero — for the seller in the room, the buyer on the call
  • They need something built for them, not handed down
03
Vivun built the foundation. Hero is what it became.
  • The "V" geometry in the mark isn't decoration — it's a record of where this came from
  • Vivun is the institutional legacy; Hero is the evolved, human-facing expression of it
  • The mark carries both without explaining either
04 · What This Adds Up To

Style executing our strategy.

Every visual choice has a job. The color signals category position. The mark builds portfolio architecture. The type earns enterprise trust. Nothing here is aesthetic for its own sake.

Decision matrix

The surface vs. the actual decision

Color
Category signal
Logo
Portfolio architecture
Visual style
Trust mechanism
Gradient — used sparingly
Signal, not wallpaper
Glassmorphism
Depth without weight
Poppins
Warm precision — enterprise-credible, not cold
Icon as motif
Recognition before reading
Up next

Every word.
One brief.

The decisions are made. Now see the rules, voice, messaging, and personas that follow from them.

05
Brand Personas

Two distinct characters. One product that sellers trust. One architecture that earns it. Hero and Vivun speak differently, to different audiences, in different registers — and the gap between them is intentional.

Why personas matter here. Because Vivun and Hero share a design system and a roof, it's easy to blur them. Personas make the distinction visceral — not just which logo to use, but how each brand should feel when someone encounters it. Hero should feel like a teammate. Vivun should feel like a standard.

The Product Brand — Hero by Vivun
The AI Sales Teammate.

Hero works within real conversations — applying context, surfacing what matters, and doing the work that preserves momentum. It is the interface sellers interact with, and the teammate that turns intelligence into action in the moments that decide deals.

Hero Is
Prepared — present before the call starts, not during the scramble
Confident — delivers without hedging, acts without waiting to be asked
Precise — surfaces the right thing, not everything it knows
Calm Under Pressure — composed when deals get complicated
Hero Is Not
A Chatbot — it doesn't wait to be queried; it acts
An AI Workflow — it's not a pipeline; it's a teammate
A Sales Surveillance Tool — it serves the seller, not management
A Novelty AI Feature — it operates in live selling, not demos
Character in practice

Hero is direct and assured. It operates inside the workflow of live selling — preparing sellers before meetings, supporting them during conversations, and preserving momentum after the call. It surfaces context, challenges assumptions when necessary, and delivers work products that keep deals moving. It doesn't explain itself more than required. It doesn't ask for permission. It shows up ready.

Voice & Tone
Write

"Hero prepared your brief. Three things shifted since your last call."

Write

"The follow-up is done. Champion has it. You're clear to move."

Not

"Hi! I'm here to help with your sales process. What would you like to do today?"

And the architecture beneath it
The Parent Brand — Vivun
The Architect of Intelligent Systems.

Vivun builds domain reasoning models that enable intelligent agents to operate with structured knowledge, transparent logic, and real-world context. We are the philosophy, the research, and the AI architectural point-of-view that powers our products — and advances how AI works, responsibly and durably.

Vivun Is
Disciplined — rigorous in how it defines, builds, and explains
Credible — earns authority through research, not assertion
Precise — every claim is structured, every model is inspectable
Deeply Informed — shaped by domain expertise, not trend cycles
Vivun Is Not
Trend Driven — we don't chase the moment; we shape what comes next
Theatrical — substance over spectacle, always
Casual About Governance — transparent logic is non-negotiable
Excited by Novelty — durability matters more than buzz
Character in practice

Vivun is composed and authoritative. We articulate why AI must move beyond automation toward structured reasoning. We publish research. We define models. We build inspectable intelligence. Our goal is to advance how AI works — responsibly and durably. We don't react to the news cycle. We don't mirror the language of the moment. We set the terms. We shape the architecture beneath it.

Voice & Tone
Write

"Domain reasoning models don't infer — they apply structured knowledge to constrained problems."

Write

"Inspectability is not a feature. It's the difference between AI you can govern and AI you can't."

Not

"We're riding the AI wave — our cutting-edge tech unlocks next-level selling for modern GTM teams!"

Dimension
Hero
Vivun
Role
Product — the experience sellers use every day
Platform — the intelligence that makes it possible
Audience
AEs, Sales Leaders, RevOps, Buyers
Investors, Partners, Researchers, Enterprise Buyers
Register
Direct, assured, present-tense, operational
Composed, authoritative, principled, architectural
Primary color
Hero Teal + Deep Purple
Deep Purple + White
What it produces
Briefs, follow-ups, context, momentum
Research, models, architecture, standards
Relationship to AI
AI as teammate — present in the moment
AI as discipline — structured, inspectable, durable
Instinct to avoid
Sounding like a bot or a feature announcement
Sounding trendy, theatrical, or casually excited
06
Application: Vivun vs. Hero

Two names. Two distinct jobs. Knowing which brand to reach for — and when — is one of the most important decisions in every piece of communication we produce.

The Parent Brand
vivun.

The institutional layer. Corporate, structural, enterprise-facing. Vivun is the company behind everything — it establishes trust with buyers, partners, and the market at large.

Vivun owns these surfaces
About & Company pages — mission, leadership, investors, press
Careers & Jobs — we hire under the Vivun name
Legal & Corporate — contracts, T&Cs, privacy, filings
Investor & Partner communications
Corporate web pages — the nav, footer, domain, boilerplate
Email signatures & LinkedIn — employees represent Vivun
Color & mark
Deep PurpleWhitevivun. wordmark
The Product Brand
Hero by Vivun

The new face of Vivun in the market. Hero is what sellers interact with, what buyers remember, what we show up as at events. It's the product, the mark, and the story.

Hero owns these surfaces
Product pages & web — feature pages, how it works, pricing
Persona pages — AE, Sales Leader, RevOps, and buyer-facing content
Events & field marketing — booth design, swag, event presence, signage
The product itself — UI, in-app moments, onboarding, notifications
Sales & marketing collateral — one-pagers, decks, proposals, outbound
The new face of the company — social, campaigns, earned media, brand moments
Color & mark
Hero TealDeep PurpleHero wordmark + icon mark
The decision rule

Ask: "Is this about the company or the product?" If it's about the company — legal, hiring, corporate identity — it's Vivun. If a seller or buyer is going to see it, use it, or remember it — it's Hero.

vivun.
Company
→
Hero by Vivun
Product
Vivun · Brand Identity Guidelines

Built to let
Hero be the star.

The Vivun brand has been intentionally simplified — Deep Purple and White anchoring the parent brand with clarity, while Hero takes center stage.

02
Brand Colors

Deep Purple is now the primary expression of the Vivun parent brand. Pink moves to a legacy role — honored, but no longer leading. Hero's Teal signals the product. Everything else supports.

Color hierarchy
Tier 1 — Parent Brand
Vivun Deep Purple

The primary expression of the Vivun brand. Deep Purple is the structural anchor — institutional, credible, and unmistakably Vivun. It carries the corporate weight that gives Hero the credibility to do its job. Use it for the Vivun wordmark, corporate communications, navigation, and all parent-brand moments.

Tier 1 — Product Signal
Hero Teal

The signal color of the Hero product. Teal owns an open lane — Salesforce owns blue, Gong owns purple. Teal is unclaimed, and it stays that way. It carries the emotional register Hero needs: backed up, not overwhelmed. Used in CTAs, the Hero mark, product UI, and brand moments where Hero is the star.

Legacy — Accent Only
Vivun Pink

Pink is being moved to the back of the bus. It served the Vivun brand well in an earlier chapter. Today it lives as a legacy accent — present in select moments for warmth and continuity, but no longer leading the brand. Do not use Pink on the Vivun wordmark, in hero sections, or as a primary brand signal.

Tier 2 — Support
Secondary Palette

A supporting cast of teals, blues, purples, and warm accents. They add depth to gradients, illustrations, and UI states. They must never overpower Deep Purple or Hero Teal.

Primary palette
Vivun Deep Purple
#13153C · RGB 19 / 21 / 60
PMS 274 C
Parent Brand — Primary
Hero Teal
#2CCCCE · RGB 44 / 204 / 206
Product signal
Hero Product — Primary
White
#FFFFFF
Primary logo alternate
Parent Brand — Alternate
Vivun Pink
#C04575 · RGB 192 / 69 / 117
PMS 7635 C
Legacy — Accent Only
Typography
#636980 · RGB 99 / 105 / 128
Web body text
Web — Body Text

On Pink: Vivun Pink was the primary brand color in the previous chapter of the brand. It remains available as a warm accent in gradients, illustrations, and select UI moments — but it no longer leads. It no longer appears on the wordmark. When making a color decision for Vivun-as-company, the answer is Deep Purple. For Hero-as-product, the answer is Teal.

Secondary — support colors
#4DCEB5
#3E56A5
#328BA0
#241E74
#B864BF
#F6A533
#DC5E2B
#F25285
#B1B4D2
#E1E2F1
#F5F7FF
03
Typography

Rounded, friendly, and clean. Three typefaces — each with a defined role. Never mixed arbitrarily.

Headline / Display
Poppins Bold
Poppins Regular
Poppins 700–800 · −0.03 to −0.04em tracking · Line-height 1.05–1.1
Headlines, hero text, section headings
Body Copy
Poppins Light — used for long-form copy and supporting text where breathing room aids readability and tone stays warm.
Poppins 300–400 · Line-height 1.75–1.8
All body copy, descriptions, supporting text
Button / CTA — Sparingly
Get Started
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Oswald Light 300 · Letter-spacing 0.08em · Uppercase
Buttons, CTAs, select accent labels only — use sparingly
Headline
Poppins Bold or Regular. Tight tracking (−0.03em to −0.04em). Line-height 1.05–1.1. Set in Deep Purple on light; White on dark.
Body
Poppins Light or Regular at 15–17px, 1.75–1.8 line-height. Set in #636980 for body text, Deep Purple for emphasis.
CTA
Oswald Light, uppercase, tracked at 0.08–0.14em. Reserve for button labels only. Never use for body copy or headlines.
04
Icons

Simple, functional, and clean-lined. Icons complement the brand — they never carry decorative weight. That job belongs to color and type.

Icon principles: 1.5px stroke, rounded caps and joins. Scale to 16 / 20 / 24px grids. Never filled. Deep Purple on light backgrounds; White or Teal on dark. Icons must be immediately recognizable at small sizes and carry no decorative weight.

05
Brand Personas

Two distinct characters. One product that sellers trust. One architecture that earns it. Hero and Vivun speak differently, to different audiences, in different registers — and the gap between them is intentional.

Why personas matter here. Because Vivun and Hero share a design system and a roof, it's easy to blur them. Personas make the distinction visceral — not just which logo to use, but how each brand should feel when someone encounters it. Hero should feel like a teammate. Vivun should feel like a standard.

The Product Brand — Hero by Vivun
The AI Sales Teammate.

Hero works within real conversations — applying context, surfacing what matters, and doing the work that preserves momentum. It is the interface sellers interact with, and the teammate that turns intelligence into action in the moments that decide deals.

Hero Is
Prepared — present before the call starts, not during the scramble
Confident — delivers without hedging, acts without waiting to be asked
Precise — surfaces the right thing, not everything it knows
Calm Under Pressure — composed when deals get complicated
Hero Is Not
A Chatbot — it doesn't wait to be queried; it acts
An AI Workflow — it's not a pipeline; it's a teammate
A Sales Surveillance Tool — it serves the seller, not management
A Novelty AI Feature — it operates in live selling, not demos
Character in practice

Hero is direct and assured. It operates inside the workflow of live selling — preparing sellers before meetings, supporting them during conversations, and preserving momentum after the call. It surfaces context, challenges assumptions when necessary, and delivers work products that keep deals moving. It doesn't explain itself more than required. It doesn't ask for permission. It shows up ready.

Voice & Tone
Write

"Hero prepared your brief. Three things shifted since your last call."

Write

"The follow-up is done. Champion has it. You're clear to move."

Not

"Hi! I'm here to help with your sales process. What would you like to do today?"

And the architecture beneath it
The Parent Brand — Vivun
The Architect of Intelligent Systems.

Vivun builds domain reasoning models that enable intelligent agents to operate with structured knowledge, transparent logic, and real-world context. We are the philosophy, the research, and the AI architectural point-of-view that powers our products — and advances how AI works, responsibly and durably.

Vivun Is
Disciplined — rigorous in how it defines, builds, and explains
Credible — earns authority through research, not assertion
Precise — every claim is structured, every model is inspectable
Deeply Informed — shaped by domain expertise, not trend cycles
Vivun Is Not
Trend Driven — we don't chase the moment; we shape what comes next
Theatrical — substance over spectacle, always
Casual About Governance — transparent logic is non-negotiable
Excited by Novelty — durability matters more than buzz
Character in practice

Vivun is composed and authoritative. We articulate why AI must move beyond automation toward structured reasoning. We publish research. We define models. We build inspectable intelligence. Our goal is to advance how AI works — responsibly and durably. We don't react to the news cycle. We don't mirror the language of the moment. We set the terms. We shape the architecture beneath it.

Voice & Tone
Write

"Domain reasoning models don't infer — they apply structured knowledge to constrained problems."

Write

"Inspectability is not a feature. It's the difference between AI you can govern and AI you can't."

Not

"We're riding the AI wave — our cutting-edge tech unlocks next-level selling for modern GTM teams!"

Dimension
Hero
Vivun
Role
Product — the experience sellers use every day
Platform — the intelligence that makes it possible
Audience
AEs, Sales Leaders, RevOps, Buyers
Investors, Partners, Researchers, Enterprise Buyers
Register
Direct, assured, present-tense, operational
Composed, authoritative, principled, architectural
Primary color
Hero Teal + Deep Purple
Deep Purple + White
What it produces
Briefs, follow-ups, context, momentum
Research, models, architecture, standards
Relationship to AI
AI as teammate — present in the moment
AI as discipline — structured, inspectable, durable
Instinct to avoid
Sounding like a bot or a feature announcement
Sounding trendy, theatrical, or casually excited
06
Application: Vivun vs. Hero

Two names. Two distinct jobs. Knowing which brand to reach for — and when — is one of the most important decisions in every piece of communication we produce.

The Parent Brand
vivun.

The institutional layer. Corporate, structural, enterprise-facing. Vivun is the company behind everything — it establishes trust with buyers, partners, and the market at large.

Vivun owns these surfaces
About & Company pages — mission, leadership, investors, press
Careers & Jobs — we hire under the Vivun name
Legal & Corporate — contracts, T&Cs, privacy, filings
Investor & Partner communications
Corporate web pages — the nav, footer, domain, boilerplate
Email signatures & LinkedIn — employees represent Vivun
Color & mark
Deep PurpleWhitevivun. wordmark
The Product Brand
Hero by Vivun

The new face of Vivun in the market. Hero is what sellers interact with, what buyers remember, what we show up as at events. It's the product, the mark, and the story.

Hero owns these surfaces
Product pages & web — feature pages, how it works, pricing
Persona pages — AE, Sales Leader, RevOps, and buyer-facing content
Events & field marketing — booth design, swag, event presence, signage
The product itself — UI, in-app moments, onboarding, notifications
Sales & marketing collateral — one-pagers, decks, proposals, outbound
The new face of the company — social, campaigns, earned media, brand moments
Color & mark
Hero TealDeep PurpleHero wordmark + icon mark
The decision rule

Ask: "Is this about the company or the product?" If it's about the company — legal, hiring, corporate identity — it's Vivun. If a seller or buyer is going to see it, use it, or remember it — it's Hero.

vivun.
Company
→
Hero by Vivun
Product