The complete visual and verbal identity for PRAGMA — an embedded AI operating partner for Brazilian enterprise. Built for boardrooms. Accountable for outcomes.
Industry
Enterprise AI Services
Market
Brazil / LatAm
Version
1.0 · May 2026
01 — Brand Foundation
The name is the thesis.
Greek root
πρᾶγμα
From the Greek pragma — "deed," "act," "thing done." The root of the word pragmatic. A word that means the thing itself — not the idea of the thing.
Brand meaning
PRAGMA
A company that does. Not advises. Not theorizes. Not demos. Does. Every engagement begins with a guarantee that the outcome will exist in production — not in a deck.
Phonetics
/ˈpræɡ·mə/
Hard stop on the G. Confident. Declarative. Not a question — a statement. It announces itself in a room the way a CFO expects a serious partner to.
What we reject
AI · Smart · Labs
No "AI" in the name. No "Smart." No "Labs." No "Tech." These signal the product is a tool. PRAGMA signals the product is the outcome.
The Manifesto
01
Change the work.
02
Change who does the work.
03
Change how the work gets done.
04
Change the impact of the work.
02 — Color System
Restrain first. Expand never.
Three signature colors. Three sub-brand accents. A neutral foundation. Every color has a documented role — no improvisation, no creative interpretation at deployment.
Cormorant Garamond for authority and editorial weight — unexpected for an AI company, which is exactly the point. IBM Plex Mono for precision, data, and engineering credibility.
Body · Instrument Sans · 400–500Clarity and precision
PRAGMA embeds a forward-deployed team inside your business, builds AI systems that run in production, and guarantees the outcome — not the deliverable. Every engagement begins with PRAGMA DIAGNOSE and ends with measurable value in production.
Mono · IBM Plex Mono · 300–400Data, pricing, scope
PRAGMA.DIAGNOSE → PRAGMA.BUILD → PRAGMA.OPERATE
R$150–400k / month · TASK → PROCESS → PEOPLE → BU → COMPANY
v1.0 · 2026 · São Paulo · pragma.ai
04 — Logo & Logotype
The word is the identity.
Cormorant Garamond at generous tracking — the spacing conveys deliberateness. No icon required. Sub-brand lockups append the P&L name in monospace beneath.
PRAGMA
Your AI Operating Partner
Primary — Dark ground
PRAGMA
Your AI Operating Partner
Reversed — Light ground
PRAGMA
Your AI Operating Partner
Accent — Amber ground
PRAGMA
WORKFORCE
Sub-brand lockup
PRAGMA
INHOUSE
Sub-brand lockup
PRAGMA
PARTNER
Sub-brand lockup
Usage
Minimum size
Never appear smaller than 16px in digital or 8mm in print. Below this threshold, tracking collapses and legibility is compromised.
Usage
Clearspace
Maintain clearspace equal to the cap-height of the "P" on all four sides. Nothing enters that zone.
Usage
Tracking
Logotype tracking is fixed at 0.3em. Never condense, expand, bold, outline, skew, or add drop shadows.
Usage
Approved backgrounds
INK, BONE, AMBER, and photographic backgrounds with sufficient contrast. Never below 4.5:1.
05 — Voice & Tone
The voice of someone who has already done the thing.
Declarative. Active. Precise. Never hedging. The C-suite register without the consulting jargon.
✕ Words PRAGMA never uses
✕AI-powered
✕Leverage (as a verb)
✕We believe
✕Innovative
✕Solutions
✕Digital transformation
✕State of the art
✕Synergies
✓ Words PRAGMA always uses
✓Deploy
✓Guarantee
✓Production
✓Measurable
✓Embedded
✓Outcome
✓Accountable
✓Compound
Not this
"We leverage cutting-edge AI solutions to deliver innovative digital transformation experiences that synergize your operational capabilities."
This
"We embed a team inside your operations, build AI systems that run in production, and guarantee the outcome. Not the deliverable. The outcome."
Not this
"Our AI-powered platform helps organizations unlock the potential of their data to drive innovation and achieve their strategic objectives."
This
"PRAGMA runs your NF-e reconciliation, reduces the team doing it by 60%, and charges a fee per document processed. The cost is visible. So is the result."
06 — Brand System
Three commercial sub-brands. One stack.
PRAGMA Workforce
The BPO Killer · TASK + PROCESS
Replace human BPO workers with synthetic workers. Charge per outcome — per invoice processed, per contract reviewed, per ticket resolved. Margin scales with volume, not headcount.
Pricing modelPer unit outcome
ScopeTASK + PROCESS
AnalogueInvisible Technologies
AccentPRAGMA.AMBER
PRAGMA Inhouse
The Capability Builder · PEOPLE + BU
Build the AI capability inside the client. They own it — but we built it, we trained their people, and the PRAGMA OS runs under it. Clients stay because they're invested, not locked in.
Pricing modelRetainer + success fee
ScopePEOPLE + BU
AnalogueDistyl AI · Palantir
AccentPRAGMA.STEEL
PRAGMA Partner
The Operating Partner · COMPANY
PRAGMA embedded at company level — functioning as the client's internal AI operating function. Outcome-based fees, equity consideration for transformational engagements.