Build t Right

Brand and press

The mark, the letters, the rules

For anyone writing about Build It Right, or showing its work.

About us

In one paragraph

Build It Right is an independent initiative, organizing as a nonprofit. It makes the case for building America’s data centers right, to a written standard a town can check, and beautiful, as places the town can walk into. Paid for so far by its founder, a private individual. No company, trade group or investor has given money.

Use the name exactly: Build It Right. Describe it as “an independent initiative, organizing as a nonprofit”. It has not been formed yet, and it does not take money.

Identity

The mark

The mark is the door and the light it lays on the ground: one arch, and a four-sided cast. It appears in three inks and no others.

  • Keep one door-width of clear space around it.
  • Never smaller than 16 pixels tall.
  • Never redrawn, recoloured, outlined or set inside another mark.
  • It is a door. It is never an orb, a face or a flame.

Identity

The wordmark and the line

The wordmark is BUILD IT RIGHT in display capitals, with the door as the I of IT. It is set live in type, not as a picture.

Build t Right
Build t Right

The line is two sentences with two full stops:

Build it right. Build it beautiful.

Never joined, never reordered, and never one sentence without the other.

Colour

The four lights

One place, seen in the light of four hours. Each light is a ground and an ink from the same mineral family. Two are on the site today: first light and after dark, which are its light and dark modes.

  • First light ground #F7F3EC · ink #2A2420
  • In leaf ground #F2F2E7 · ink #232A1E
  • Long light ground #EFE3CF · ink #2A1F14
  • After dark ground #0F141D · ink #EFE9DD
  • sun · #F4C44BThe light through the door. The one accent.
  • sun-ink · #735709Gold that can be read on pale grounds.
  • on-sun · #221A08The label on a gold fill.
  • on-picture · #F4EDE0Type over a picture: the house’s warm white.

Gold is the one accent, and it is spent sparingly: the door of the mark, one gold line, one primary button. It is never text on a pale ground.

Type

The letters

Four families, one job each. All four are open-source, under the SIL Open Font License, and are served from this site’s own address.

  • Display · Marcellus

    Build it right

    Capitals with a slight flare, as if cut in the wall. Titles, the wordmark, commitments. Its licence

  • Voice · Cormorant Garamond

    Beautiful is what it opens onto.

    The voice within: one italic line at a time. Its licence

  • Text · Albert Sans

    Seven commitments, in writing.

    Reading text and interface. Its licence

  • Label · DM Mono

    Your town · 6:12 AM · First light

    Receipts, slates, the disclosure line. Shared with every campaign. Its licence

The site serves 5 font files, 167 KB in all.

Disclosure

Saying it was made with AI

Every picture and every film is labelled. There is one wording, in four lengths. If you show our pictures, keep the label on them.

Tag
IMAGINED WITH AIOn every picture, and for the whole running time of every film.
Line
Imagined with AI · a proposal, not a planned projectUnder a picture in running text; the end card of a film.
Sentence
Imagined with AI. A proposal, not a planned project.Where a full stop reads better than a dot, such as alt text and captions read aloud.
Statement
Every picture and film here is imagined with AI, and says so. The buildings are proposals, not planned projects. The commitments and the numbers are real, and each one has a source.Once on any page that shows pictures.

Films

Films you can show

Each of these five carries the tag for its whole running time and the full line on its end card. Show them whole, with the tag in place. Captions are available for each.

All 30 films are in the screening room, each on a page of its own. The two series from the earlier season carry their own labels: “Fiction · made with AI” for Cooper’s Mill, and “Made with AI” for Check the Number. Their own label is not on screen for the whole of each film, so show them with ours beside them.

Contact

Press contact

Write to press@builditrightamerica.org. For a fact, a figure or a source, start with the receipts: every claim we make is graded and sourced there.