FUNDAMENTALco brand

Version 0.1.0 · Media: web, slides · 3 confirmed 50 sourced 37 inferred 24 assumed

confirmed: stated by the brand owner · sourced: read exactly from a source file · inferred: derived from examples · assumed: placeholder to confirm or correct

For agents

MCP server (Streamable HTTP, no login): https://brand.fcopilot.co/mcp

Claude Code

claude mcp add --transport http fundamentalco-brand https://brand.fcopilot.co/mcp

Claude Desktop and other clients (claude_desktop_config.json)

{
  "mcpServers": {
    "fundamentalco-brand": {
      "command": "npx",
      "args": [
        "-y",
        "mcp-remote",
        "https://brand.fcopilot.co/mcp"
      ]
    }
  }
}

Files

fundamentalco-brand-skill.zip	Agent Skill (SKILL.md, tokens, assets). Unzip into a skills folder, e.g. ~/.claude/skills/
brief.md	Everything on this page as Markdown, for pasting into any agent
DESIGN.md	Google DESIGN.md format (web subset)
tokens.css	CSS custom properties and classes
tokens.json	Design tokens, DTCG 2025.10
brand.json	The whole package resolved into one JSON file
fundamentalco-codesign-kit.zip	Brand kit for CoDesign (IMG.LY)

Logo

wordmark-black sourced

wordmark-white sourced

By background: light: wordmark-black, dark: wordmark-white, photo: wordmark-white
Clear space: The height of the wordmark on all sides.
Minimum width: 120px (logo.min-width)
Status: assumed

Colour

color.black#000000sourced

color.white#ffffffconfirmed

color.black-10#0000001asourced

color.black-25#00000040inferred

color.white-20#ffffff33assumed

color.white-25#ffffff40inferred

Schemes

dark

Foreground

Muted

Border

light

Foreground

Muted

Border

Accent: Supplied per piece. FUNDAMENTALco has no accent colour of its own. A piece made for a client may use one colour from that client's brand.
Proportion: Black and white only. A client accent, if used, stays under 10% of the area.
Denied: #00000040 (color.black-25) on #000000 (color.black): dimmed text is only for inactive items
Status: assumed

Typography

display typography.display 500 240px/0.75 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -7.2px font-size: clamp(32px, 13.3779cqw, 240px); letter-spacing: -0.03em; line-height: .75 sourced

Aa Bb 0123

headline typography.headline 500 40px/1 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px sourced

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

title typography.title 500 28px/1 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px sourced

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

body typography.body 400 20px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px sourced

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

slide-title typography.slide.title 500 64px/1.05 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -1.3px assumed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

slide-body typography.slide.body 400 28px/1.25 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px assumed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

slide-label typography.slide.label 500 20px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px assumed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

slide-numeral typography.slide.numeral 500 200px/0.85 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -6px assumed

Aa Bb 0123

slide-footer typography.slide.footer 400 14px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px assumed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Token	Value	Note	Status
`font.family.sans`	"Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif	fallback list is assumed. website (Adobe Fonts kit znh4ozr) and decks	sourced
`font.weight.regular`	400	website CSS	sourced
`font.weight.medium`	500	website CSS	sourced

Layout and elements

Token	Value	Note	Status
`space.gutter`	30px	Website column gutter and page margin. website CSS	sourced
`space.margin`	30px → space.gutter	website CSS	sourced
`space.slide-margin`	80px	Slide margin at 1920×1080. estimated from deck PDFs	assumed
`grid.columns`	6	Website content grid. website CSS	sourced
`grid.columns-logos`	8	Website client logo grid. website CSS	sourced
`grid.columns-cards`	3	Website card grid. website CSS	sourced
`border.hairline`	1px	website hairlines and deck outline boxes	inferred
`radius.none`	0px	no rounded corners on boxes in site or decks	inferred
`radius.round`	9999px	Circular buttons on the website only. website CSS border-radius 50%	sourced
`logo.min-width`	120px	Smallest width for the wordmark on screen	assumed

Elements

outline-box inferred: Rectangle with a 1px (border.hairline) line in #000000 (color.scheme.light.border) (or dark), no fill, no radius, no shadow. Holds text or a diagram.
label-box inferred: Rectangle filled with the foreground colour, text in the background colour, 500 20px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.label). Used for row and column labels.
divider sourced: Full-width 1px (border.hairline) line in the scheme's divider colour, between sections.
round-button sourced: Circular button filled with #000000 (color.black), icon in #ffffff (color.white). Turns 360° on hover in 200ms (duration.hover).
slide-footer inferred: "FUNDAMENTALco Confidential" bottom-left in 400 14px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.footer); page number bottom-right; client logo small in a top or bottom corner.

Signature device: line grid inferred

A rectangular grid of thin lines in the foreground colour. On deck covers it is 4 columns by 2 rows filling the slide inside the margins. The website intro animates a dense grid zooming out to a coarse one.

Motion

Each row runs its transition with the brand's reveal offset and stagger. With reduced motion turned on, items appear without animation.

transition.expand 450ms cubic-bezier(0.25, 0.1, 0.25, 1) sourced

transition.reveal 440ms cubic-bezier(0.25, 0.1, 0.25, 1) sourced

transition.reveal-fast 150ms cubic-bezier(0.25, 0.1, 0.25, 1) sourced

transition.flip 500ms cubic-bezier(0.22, 0.61, 0.36, 1) sourced

Easing

easing.standard sourced

easing.out sourced

easing.flip sourced

Token	Value	Note	Status
`duration.instant`	50ms	Cursor follow. website JS (src/legacy/body-end.html)	sourced
`duration.fast`	150ms	Small reveals (partner list items). website JS (src/legacy/body-end.html)	sourced
`duration.hover`	200ms	Round CTA 360° turn on hover. website JS (src/legacy/body-end.html)	sourced
`duration.fade`	300ms	Accordion content opacity. website JS (src/legacy/body-end.html)	sourced
`duration.reveal`	440ms	Larger reveals (press items). website JS (src/legacy/body-end.html)	sourced
`duration.expand`	450ms	Accordion height. website JS (src/legacy/body-end.html)	sourced
`duration.flip`	500ms	Card flip. website JS (src/legacy/body-end.html)	sourced
`duration.intro-grid`	2s	Intro grid animation (Lottie, 60 frames at 30fps). website JS (src/legacy/body-end.html)	sourced
`duration.stagger.tight`	30ms	Between partner list items. website JS (src/legacy/body-end.html)	sourced
`duration.stagger.normal`	100ms	Between press items. website JS (src/legacy/body-end.html)	sourced
`duration.stagger.cards`	120ms	Between card flips. website JS (src/legacy/body-end.html)	sourced
`easing.standard`	cubic-bezier(0.25, 0.1, 0.25, 1)	CSS 'ease'. Used for accordion and reveals. website JS and CSS	sourced
`easing.out`	cubic-bezier(0, 0, 0.58, 1)	CSS 'ease-out'. Cursor. website JS and CSS	sourced
`easing.flip`	cubic-bezier(0.22, 0.61, 0.36, 1)	Card flip. website JS and CSS	sourced
`offset.reveal`	8px	Revealed items rise from 8px below. website JS translateY(8px)	sourced

Rules

color

`COL-01`	Use black and white only. White is pure #FFFFFF. Source: George, 2026-11-06 (white); website CSS (black)	must	web, slides	confirmed
`COL-02`	A piece made for a client may add one colour taken from the client's brand, used for emphasis only (a numeral, a highlight, a key shape). Source: Evident (blue), Equinix (magenta), Vista (orange), The Met and Olaplex (yellow highlight)	should	slides	assumed
`COL-03`	Keep a client accent under 10% of the area of any slide or screen.	should	slides, web	assumed
`COL-04`	Show inactive items (for example the other agenda items) at 25% opacity of the foreground colour.	should	slides	inferred
`COL-05`	Use the dark scheme (black background) for covers and section dividers, and the light scheme (white background) for content slides.	should	slides	inferred

device

`GRID-01`	The line grid is the signature graphic. Use it on deck covers and section dividers, on black. Source: every deck cover; A24 and The Met dividers; website intro	should	slides, web	assumed
`GRID-02`	On covers, draw the grid 4 columns by 2 rows inside the margins, in hairline white lines, with the wordmark above it.	should	slides	inferred
`GRID-03`	Do not fill grid cells with colour or images; text may sit inside a cell.	should	slides	assumed

imagery

`IMG-01`	Portraits are black and white.	should	web, slides	inferred
`IMG-02`	Full-bleed photographs carry a dark overlay so white text on top reads clearly.	should	slides	inferred
`IMG-03`	Client imagery and product shots appear inside a frame or box, not full bleed.	should	slides	inferred

layout

`LAY-01`	Website pages use a 6 (grid.columns)-column grid with 30px (space.gutter) gutters and margins.	must	web	sourced
`LAY-02`	Separate sections with a full-width hairline in the scheme's divider colour.	should	web, slides	sourced
`LAY-03`	Put information in outline boxes (1px, square corners, no fill); use filled label boxes for row or column headers.	should	slides	inferred
`LAY-04`	Leave generous empty space; one idea per slide.	should	slides	assumed
`LAY-05`	Keep 80px (space.slide-margin) margins on 1920×1080 slides.	should	slides	assumed

logo

`LOGO-01`	The wordmark is "FUNDAMENTALco" with a raised lowercase "co". Use the supplied files only. Source: website SVGs	must	web, slides	sourced
`LOGO-02`	Use the black wordmark on white and the white wordmark on black or on photographs.	must	web, slides	inferred
`LOGO-03`	On covers and the website header, set the wordmark at full width between the page margins, at the top. Source: all deck covers, website header	should	web, slides	inferred
`LOGO-04`	In running text write the name as FUNDAMENTALco.	must	web, slides	inferred

motion

`MOT-01`	Motion is short and plain - fades, small rises of 8px (offset.reveal), height changes and flips. No bounce or overshoot.	should	web	inferred
`MOT-02`	Lists reveal item by item with a stagger (30ms (duration.stagger.tight) for short items, 100ms (duration.stagger.normal) for larger ones).	should	web	sourced
`MOT-03`	Respect reduced motion - with prefers-reduced-motion, show the end state with no transition. Source: website JS	must	web	sourced
`MOT-04`	The intro sequence is the line grid animation, then the wordmark, then the page. Use it only as an opening.	should	web, slides	inferred

slides

`SLD-01`	Slides are 16:9 (1920×1080).	must	slides	inferred
`SLD-02`	Every content slide has the footer "FUNDAMENTALco Confidential" bottom-left and the page number bottom-right.	must	slides	inferred
`SLD-03`	In client work, place the client's logo small in a corner, in one colour (black or white).	should	slides	inferred
`SLD-04`	The agenda is a numbered list; when it repeats as a section divider, the current item is full strength and the rest are dimmed.	should	slides	inferred
`SLD-05`	Use the recurring diagram forms - three-column framework with large letters, two-circle Venn in outline, two poles with a balance triangle, horizontal timeline with dots, quote with large quote marks - drawn in hairline outline.	should	slides	inferred
`SLD-06`	When a client's own styling is used for a section (as in the Olaplex deck), the FUNDAMENTALco cover, dividers and footer stay as standard.	should	slides	assumed

typography

`TYPE-01`	Set everything in Helvetica Neue (LT Pro where available), weights 400 and 500 only. Source: website CSS and Adobe Fonts kit	must	web, slides	sourced
`TYPE-02`	Headings use weight 500 with tight leading (line height equal to the font size, 0.75 for the display size). Source: website CSS h1–h3	must	web, slides	sourced
`TYPE-03`	Headings and titles are in sentence case. The only capitals are in the wordmark and proper nouns.	should	web, slides	inferred
`TYPE-04`	Slide titles sit top-left and run to at most three lines.	should	slides	inferred
`TYPE-05`	Show key figures as large numerals in 500 200px/0.85 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -6px (typography.slide.numeral) with a short label beneath. Source: stat slides (70%, $15.7T, 40+)	should	slides	inferred

web

`WEB-01`	Section headings on the website are full-width wordmark-style titles; each section opens and closes like an accordion.	should	web	sourced
`WEB-02`	Use the round black button with an icon for small calls to action.	should	web	sourced

Avoid

Do not use any colour except black and white for FUNDAMENTALco's own material. A client colour is the only exception.	assumed
Do not use more than one accent colour in a piece.	assumed
Do not round corners or add shadows.	inferred
Do not set headings in bold (700). Use 400 or 500.	assumed
Do not use an off-white or cream background. White is #FFFFFF.	confirmed
Do not recolour, outline, stretch or retype the wordmark.	assumed
Do not use a typeface other than Helvetica Neue for FUNDAMENTALco's own material.	assumed
Do not add gradients to FUNDAMENTALco's own material.	assumed

To review

assumed 24

`Avoid`	Do not use any colour except black and white for FUNDAMENTALco's own material. A client colour is the only exception.
`Avoid`	Do not use more than one accent colour in a piece.
`Avoid`	Do not set headings in bold (700). Use 400 or 500.
`Avoid`	Do not recolour, outline, stretch or retype the wordmark.
`Avoid`	Do not use a typeface other than Helvetica Neue for FUNDAMENTALco's own material.
`Avoid`	Do not add gradients to FUNDAMENTALco's own material.
`COL-02`	A piece made for a client may add one colour taken from the client's brand, used for emphasis only (a numeral, a highlight, a key shape).
`COL-03`	Keep a client accent under 10% of the area of any slide or screen.
`GRID-01`	The line grid is the signature graphic. Use it on deck covers and section dividers, on black.
`GRID-03`	Do not fill grid cells with colour or images; text may sit inside a cell.
`LAY-04`	Leave generous empty space; one idea per slide.
`LAY-05`	Keep 80px (space.slide-margin) margins on 1920×1080 slides.
`SLD-06`	When a client's own styling is used for a section (as in the Olaplex deck), the FUNDAMENTALco cover, dividers and footer stay as standard.
`roles: color`	FUNDAMENTALco has no accent colour of its own. A piece made for a client may use one colour from that client's brand. Black and white only. A client accent, if used, stays under 10% of the area.
`roles: logo`	Clear space: The height of the wordmark on all sides. Minimum width: 120px (logo.min-width)
`color.white-20`	#ffffff33. hairline divider on black; mirrors black-10 on white, slightly stronger to read on black
`color.scheme.dark.divider`	#ffffff33. deck covers, dividers and the website intro
`space.slide-margin`	80px. estimated from deck PDFs
`logo.min-width`	120px
`typography.slide.title`	500 64px/1.05 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -1.3px. estimated from deck PDFs
`typography.slide.body`	400 28px/1.25 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px. estimated from deck PDFs
`typography.slide.label`	500 20px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px. estimated from deck PDFs
`typography.slide.numeral`	500 200px/0.85 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -6px. estimated from deck PDFs
`typography.slide.footer`	400 14px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px. estimated from deck PDFs

inferred 37

`Avoid`	Do not round corners or add shadows.
`COL-04`	Show inactive items (for example the other agenda items) at 25% opacity of the foreground colour.
`COL-05`	Use the dark scheme (black background) for covers and section dividers, and the light scheme (white background) for content slides.
`GRID-02`	On covers, draw the grid 4 columns by 2 rows inside the margins, in hairline white lines, with the wordmark above it.
`IMG-01`	Portraits are black and white.
`IMG-02`	Full-bleed photographs carry a dark overlay so white text on top reads clearly.
`IMG-03`	Client imagery and product shots appear inside a frame or box, not full bleed.
`LAY-03`	Put information in outline boxes (1px, square corners, no fill); use filled label boxes for row or column headers.
`LOGO-02`	Use the black wordmark on white and the white wordmark on black or on photographs.
`LOGO-03`	On covers and the website header, set the wordmark at full width between the page margins, at the top.
`LOGO-04`	In running text write the name as FUNDAMENTALco.
`MOT-01`	Motion is short and plain - fades, small rises of 8px (offset.reveal), height changes and flips. No bounce or overshoot.
`MOT-04`	The intro sequence is the line grid animation, then the wordmark, then the page. Use it only as an opening.
`SLD-01`	Slides are 16:9 (1920×1080).
`SLD-02`	Every content slide has the footer "FUNDAMENTALco Confidential" bottom-left and the page number bottom-right.
`SLD-03`	In client work, place the client's logo small in a corner, in one colour (black or white).
`SLD-04`	The agenda is a numbered list; when it repeats as a section divider, the current item is full strength and the rest are dimmed.
`SLD-05`	Use the recurring diagram forms - three-column framework with large letters, two-circle Venn in outline, two poles with a balance triangle, horizontal timeline with dots, quote with large quote marks - drawn in hairline outline.
`TYPE-03`	Headings and titles are in sentence case. The only capitals are in the wordmark and proper nouns.
`TYPE-04`	Slide titles sit top-left and run to at most three lines.
`TYPE-05`	Show key figures as large numerals in 500 200px/0.85 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing -6px (typography.slide.numeral) with a short label beneath.
`roles: device`	A rectangular grid of thin lines in the foreground colour. On deck covers it is 4 columns by 2 rows filling the slide inside the margins. The website intro animates a dense grid zooming out to a coarse one.
`element: outline-box`	Rectangle with a 1px (border.hairline) line in #000000 (color.scheme.light.border) (or dark), no fill, no radius, no shadow. Holds text or a diagram.
`element: label-box`	Rectangle filled with the foreground colour, text in the background colour, 500 20px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.label). Used for row and column labels.
`element: slide-footer`	"FUNDAMENTALco Confidential" bottom-left in 400 14px/1.2 "Helvetica Neue LT Pro", "Helvetica Neue", Helvetica, Arial, sans-serif; letter-spacing 0px (typography.slide.footer); page number bottom-right; client logo small in a top or bottom corner.
`color.black-25`	#00000040. dimmed agenda items in decks, about 25%
`color.white-25`	#ffffff40. dimmed agenda items on dark slides
`color.scheme.light.background`	#ffffff. website and light deck slides
`color.scheme.light.foreground`	#000000. website and light deck slides
`color.scheme.light.muted`	#00000040. website and light deck slides
`color.scheme.light.border`	#000000. 1px outline boxes on slides. website and light deck slides
`color.scheme.dark.background`	#000000. deck covers, dividers and the website intro
`color.scheme.dark.foreground`	#ffffff. deck covers, dividers and the website intro
`color.scheme.dark.muted`	#ffffff40. deck covers, dividers and the website intro
`color.scheme.dark.border`	#ffffff. deck covers, dividers and the website intro
`border.hairline`	1px. website hairlines and deck outline boxes
`radius.none`	0px. no rounded corners on boxes in site or decks

Gaps

Written brand guidelines, if any exist. Nothing here is the brand owner's prose yet.
Deck source files (.pptx / .key) to measure slide sizes, margins and colours exactly.
Font licence. The website's Adobe Fonts kit belongs to the previous agency; font files are not in this package.
Clear space and minimum size for the wordmark.
Off-brand examples.
Media other than web and slides (documents, social, print, video).
Voice and writing rules.
Static grid device artwork for slides (only the website intro Lottie exists here).

Sources

website: www.fundamental.co and its source repo (~/dev/fundamentalco-website)
decks: Six client SPA decks as PDF (A24, Equinix, Evident, The Met, Olaplex, Vista). Fonts partly substituted by LibreOffice.
george: Decisions by George Strakhov