What It Is
A casual, text-vibe writing style used sparingly to offset the seriousness of our messaging. Styled in Exo font at rgba(255,255,255,0.40), appearing as short interjections within otherwise professional copy.
Characteristics
- Short & personal — quick asides, never full paragraphs
- Text shortcuts — “y” instead of “you”, casual abbreviations
- Rebellious tone — playful, irreverent, fun
- Aura’s voice — our AI mascot embodies this style (contrary to formal corporate AI assistants)
Live Examples
a hell of a while back when this was just an idea—fyi y awesome.
We’re opening up 500 spots (pssst, that’s y).
Check out our new website—lowkey it’s fire.
we are soooo back
Purpose
Balances our wise, succinct, elegant primary voice with moments of personality and warmth. Prevents the brand from feeling too serious or corporate. Makes technology feel human.
Where to use:
Email interjections
Parenthetical asides
Secondary captions
Aura’s dialogue
Never use in:
Headlines
Primary messaging
Legal / formal contexts
App Store descriptions
Current Version
Usage in text:
"Telos MK 1.0" — MK is always superscripted (upper-left, like an exponent) with a space on either side, and rendered in a muted/ghost color, never at the same weight or brightness as "Telos" and "1.0"
Avoid: “Telos v1.0”, “Telos 1.0”, “Telos Version 1”