--- name: Velocity One slug: velocity-one version: 0.1.0 lastUpdated: 2026-04-21 canonicalUrl: undefined --- # Velocity One Brand Spec > Aerospace and defense holding company. Acquires and operates specialized component manufacturers (Aerosphere Power, Cartridge Actuated Devices, EMCORE). Workhorse delivered the brand identity application, photography direction, and WordPress site shipped April 2026. This is the agent-optimized brand spec. It mixes the human-authored brand book with structured sections from the JSON tokens. Use it to author on-brand copy, generate assets, or wire tokens into a client repo. ## How to use this spec If you are an AI agent (Cursor, Claude Code, ChatGPT, internal Workhorse session agent, or other) generating copy or assets for this brand, treat this document as canonical: 1. **Read the Voice section first.** Tone words, guidelines, banned terms, preferred terms. 2. **Match the surface.** When you write a hero, CTA, newsletter intro, social caption, press quote, or any other surface, find that surface under "Surface do/don't" and follow the do/don't pattern explicitly. 3. **Call prompts by id.** When the user asks for something that maps to a `promptKit` entry (e.g. `newsletter-intro`, `hero-line`, `agency-pitch`), use that prompt's template structure and example output. 4. **Cite the spec.** When you produce on-brand copy, end with a short footer like `(brand · v0.1.0)`. 5. **Never use banned terms.** Prefer `preferredTerms`. The list at the bottom of the Voice section is opinionated for a reason. 6. **Spec.json is also available.** Same content, structured as JSON, at `undefined/spec.json`. Use it when you need programmatic access to a specific section. --- ## Foundation **Position.** Building the future of U.S. manufacturing. **Founding belief.** Every part must perform. **Mission.** Acquire and operate specialized aerospace and defense component manufacturers across actuation, energetics, avionics, and power conversion. **Tagline.** You're in capable hands. **Homepage line.** Building the Future of U.S. Manufacturing **Descriptor.** Aerospace and defense holding company backed by Charlesbank Capital Partners. **Value proposition.** Velocity One acquires and operates specialized aerospace and defense component manufacturers, keeping the companies, the people, and the production lines running under capable ownership. **Origin.** Formed by Charlesbank Capital Partners to acquire and operate specialized component manufacturers across actuation, energetics, avionics, and power conversion. Operating units include Aerosphere Power, Cartridge Actuated Devices, and EMCORE. ## Voice **Tone:** Authoritative, Restrained, Precise, Operational ### Guidelines 1. **Write the way an operator briefs an investor. State the facts, then stop.** *(from Authoritative)* Velocity One sells trust to founders considering a sale. Quiet confidence beats salesmanship. The audience is sophisticated and reads through marketing language. 1. **Lead with capability and continuity. Reassure the seller their company will be in capable hands.** *(from Trust)* Brand goal: 'You're in capable hands.' Every paragraph should advance the case that Velocity One has done this before and will do it again with discipline. 1. **Use concrete operational language. Name the discipline (actuation, energetics, avionics, power conversion), the unit (facility count, employee count), the partner (Charlesbank). Avoid soft language.** *(from Precise)* Aerospace and defense buyers respond to specificity. Generic 'we acquire and grow companies' reads as a pitch deck. Specific sector vocabulary reads as expertise. 1. **Restraint over rhetoric. No 'transforming.' No 'unlocking value.' No 'world-class.'** *(from Restrained)* Private equity audience. Promotional language reads as compensating. The aesthetic and the copy hold the same line. ### Banned terms `transform`, `unlock value`, `world-class`, `best-in-class`, `industry-leading`, `synergy`, `leverage`, `passionate about`, `disrupt`, `innovative` ## Color | Token | Hex | Role | Notes | |---|---|---|---| | `brand.asurmenBlue` | `#24374C` | Primary · PMS 7546, authority and depth | Asurmen Blue | | `brand.asurmenBlueDeep` | `#1A2735` | Primary · Hero overlays and dark surfaces | Asurmen Deep | | `brand.brightOrange` | `#E3AC42` | Accent · PMS 143, hover, CTA, graphic highlight at ~5% ratio | Bright Orange | | `neutral.battleshipGray` | `#8A897C` | Secondary · PMS 403, stability | Battleship Gray | | `neutral.silver` | `#BDBBB0` | Secondary · PMS 413, sophistication | Silver | | `neutral.mist` | `#ECF0F6` | Background · Light surface | Mist | | `neutral.whiteSmoke` | `#F5F3F5` | Background · Soft contrast | White Smoke | | `neutral.white` | `#FFFFFF` | Background | White | | `neutral.black` | `#0B121A` | Neutral · Near-black for type on light surfaces | Ink | ## Typography ### Families - **Inter** (`primary`): 'Inter', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif *Inter · running copy, navigation, UI. Holds the screen from 13px caption to 22px lede.* - **Mencken Std** (`display`): 'Mencken Std', Georgia, 'Times New Roman', serif *Mencken Std · section heads and editorial pull statements. Carries the institutional register.* - **Space Mono** (`mono`): 'Space Mono', ui-monospace, SFMono-Regular, Menlo, monospace *Space Mono · section folios, ledger labels, eyebrows. The data voice.* ## Logo ### Full lockup V monogram, wordmark, and tagline. The complete lockup for covers and hero surfaces. - **On Asurmen Deep**: `/media/velocity-one/logo/logo-full.svg` ### Wordmark Wordmark only. Default lockup on most surfaces. - **On Asurmen Blue**: `/media/velocity-one/logo/logo-wordmark.svg` ### Wordmark with descriptor Wordmark with the descriptor tagline for surfaces that need the category stated. - **On Asurmen Blue**: `/media/velocity-one/logo/logo-wordmark+tag.svg` ### V monogram V monogram with aircraft silhouette. Favicon and small surfaces. - **On Asurmen Deep**: `/media/velocity-one/logo/logo-logomark.svg`