Aicoso Brand Hub
Guidelines
Brand Guidelines
The identity rules that keep Aicoso consistent across the website, marketplace profiles, plugin assets, app listings, support materials, social profiles, and documentation.
Writing the Brand Name
| Context | Rule |
|---|---|
| Running copy | Aicoso — never AICoso, AIcoso, or lowercase (unless technical context requires it) |
| External all-caps surfaces | AICOSO — only on WooCommerce Marketplace or WordPress.org listings where the platform displays it that way |
| URL context | aicoso.com — lowercase, URL use only |
| Transition/continuity | formerly ePlugins — only where transition trust or marketplace continuity matters |
Brand Character
Aicoso should feel
- Clear
- Trustworthy
- Product-led
- Commercially grounded
- Outcome-focused
- Scalable beyond one platform
Aicoso should not feel
- Hype-driven
- Abstract
- Overly corporate
- Experimental for style alone
- Like a marketplace directory
Tone of Voice
Preferred
- Direct
- Useful
- Calm
- Specific
- Commercially literate
- Oriented around growth, conversion, pricing, and operations outcomes
Avoid
- Inflated innovation language
- Broad category clichés
- AI-first self-description
- Empty startup adjectives
- Repeated use of "practical" when a concrete merchant outcome would be clearer
Logo Usage
Do
- Use one primary Aicoso logo across web, support, and marketplaces
- Maintain consistent spacing and sizing
- Use the same primary mark across channels
- Create production-ready versions for marketplace avatars and headers
- Keep the mark readable in square, horizontal, and favicon formats
Don't
- Create separate logos per plugin
- Fuse platform logos into the main brand mark
- Switch between unrelated visual styles
- Create separate master logos for WooCommerce and Shopify
Color System
The current palette is the premium-indigo system — see the full color palette. The old warm/teal/green direction is retired and should not be reintroduced.
- One core brand palette, one neutral support palette
- Optional accent colors by platform or portfolio bucket
- Strong accessibility and contrast standards
Avoid
- Decorative gradients without functional purpose
- Inconsistent use of color by channel
- Platform color systems that overpower the parent brand
- Shopify-green-led treatments that make Shopify look like a separate product line
Product Naming Style
Use this structure when practical: Aicoso + Product Name, adding "for WooCommerce" only where channel clarity requires it. Do not rename already-live products just to force this pattern.
| Example |
|---|
| AICOSO Wishlist |
| AICOSO Dynamic Pricing |
| AICOSO Pickup and Delivery |
| AICOSO Wishlist for WooCommerce |