Brand
Where is the SIREN brand guide?
One page for anyone making something with the brand: a slide, a post, a story, a sticker. Everything here may be used with credit; CC BY 4.0.
What is the SIREN brand idea?
Is the siren on today? One answer, every hour. A public-information bulletin from the 1950s, about a twenty-first-century subject, that shows its arithmetic. The costume is civil defence: hazard tape, a rubber stamp, a duty mascot. The content is a count.
How should the SIREN name be written?
Always SIREN, in capitals, followed by the level: “SIREN 4”. The publication line is “Superintelligence Real-time Early Notice”. The tagline is “Detected early, not a prediction. We count.”
Who is Tally, the duty canary?
The mascot. The helmet takes the level's colour and the face takes the level's mood. Use the drawing for the level you are talking about; do not recolour the body.
- 5 · DORMANTasleep on the perchDownload SVG
- 4 · ROUTINEwhistlingDownload SVG
- 3 · ELEVATEDhead upDownload SVG
- 2 · ACCELERATEDfeathers ruffledDownload SVG
- 1 · UNPRECEDENTEDin full squawkDownload SVG
What colours does the brand use?
The five level colours carry meaning and are never used as decoration for something else. Amber is the brand accent.
- Level 5
#56b0e0quietest - Level 4
#5fd08a - Level 3 · accent
#ffb020also the brand amber - Level 2
#ff8b3d - Level 1
#ff5f56loudest - Ground
#0b0c0epage background - Ink
#e8eaeetext
What typefaces does the brand use?
Anton, for headlines
Inter Tight, for reading. Sentences, explanations, anything longer than a label.
JetBrains Mono, for labels and numbers 52.4
Stardos Stencil, for the wordmark and stamps only
What is the brand voice?
Do
- Put the joke in the framing and keep the number straight.
- Say what was counted, by whom, and when.
- Say “loud” and “quiet”. The scale measures tempo.
- Print a zero as a zero and a missing value as missing.
Do not
- Predict in the index or in posts. Forecasts live only on Tally’s bets, each with a probability, a due date and a score.
- Say a loud level means danger, or a quiet one means safety.
- Call anything evil, or add harm and benefit into one figure.
- Imitate a real agency's emblem. The costume is a genre.
Which brand files can you download?
- The mark (SVG, lit to the current level) · level badge
- Current reading card · portrait card
- Tally, all five moods: the download links above
What questions do people actually ask?
Where is the SIREN brand guide?
This page. It covers the name, level colours, typefaces, voice rules, and Tally the duty canary in five moods to download. Everything here may be used with credit; the site’s text and data are CC BY 4.0.
What is the SIREN brand idea?
Is the siren on today? One answer, every hour. A public-information bulletin from the 1950s, about a twenty-first-century subject, that shows its arithmetic. The costume is civil defence; the content is a count.
How should the SIREN name be written?
Always SIREN, in capitals, followed by the level: “SIREN 4”. The publication line is “Superintelligence Real-time Early Notice”. The tagline is “Detected early, not a prediction. We count.”.
Who is Tally, the duty canary?
Tally is the duty canary — the mascot. The helmet takes the level’s colour and the face takes the level’s mood. Use the drawing for the level you are talking about; do not recolour the body.
What colours does the brand use?
The five level colours carry meaning and are never used as decoration for something else. Amber is the brand accent.
What typefaces does the brand use?
Anton for headlines; Inter Tight for reading; JetBrains Mono for labels and numbers; Stardos Stencil for the wordmark and stamps only.
What is the brand voice?
Put the joke in the framing and keep the number straight. Say what was counted, by whom, and when. Say “loud” and “quiet”. Do not predict in the index or say a loud level means danger.
Which brand files can you download?
The mark and level badge as SVG, the current reading card and portrait card, and Tally in all five moods.
Who is Tally?
Tally is the duty canary — the mascot. The helmet takes the level’s colour and the face takes the level’s mood. Use the drawing for the level you are talking about; do not recolour the body.
Does a loud level mean danger?
No. Say “loud” and “quiet”: the scale measures tempo, not danger. Activity tempo, not probability of harm.