Armand Labs
Identity · One page · v1.0
№ 00 · Cover
Orange County · 2026

The AI you
already own.

One editorial page instead of a 40-page PDF. Everything you need to put Armand Labs in the window.
Positioning   AI operations consulting
For   $5M–$30M businesses
Founder   AJ Barragan
01

Wordmark, locked.

Fraunces at 600 × 240. Bone ground, warm charcoal type, a single italic counterweight in sienna. This is the mark. No alternates.

The markFraunces
Armand Labs
Editorial, high-contrast. Soft-optical axis dialled warm. The magazine masthead read.
02

Warm. Slow. Confident.

Five values. No gradients, no cool tones, no exceptions. The accent is used once per view, not five.

Bone
#F2EDE4
Page background. Never pure white. Always the canvas.
Charcoal
#1F1B17
Primary type and structural marks. Warm black.
Sienna
#B44D1E
Single accent. Italic pulls, links, the favicon.
Rule
#D9D1C3
Hairlines, dividers, table borders. 1px only.
Muted
#7A6F63
Secondary text, captions, small-caps labels.
03

Fraunces & Inter Tight.

Serif display, humanist sans body. Italics do the emotional work; romans do the selling.

DisplayFraunces · 112 / 110
The AI you
already own.
SubheadFraunces · 40 / 48
AI operations for $5M–$30M businesses already paying for HubSpot, QuickBooks, and Microsoft 365.
BodyInter Tight · 18 / 30
Armand Labs finds the ten things your team does by hand every week and automates them using the tools you already own. No migration. No rewrite. No new stack. I fix the gaps your existing tools leave.
Pull quoteFraunces Italic · 44 / 55
I am the opposite of every AI transformation consultant.
Small capsInter Tight · 13 / .32em
Stack · OpenClaw + M365 Graph API · Days of my time
04

Direct. Receipts-driven.

Unpretentious. No em-dashes for drama. No exclamation points. No hashtags. If it can't be proved, it doesn't go on the page.

Do say

  • 902 to 69.
  • Stack: OpenClaw + M365 Graph API.
  • Days of my time.

Don't say

  • AI-powered transformation.
  • Revolutionize your workflow.
  • Thoughts?
05

X/Twitter profile pack.

Avatar 400 × 400. Header 1500 × 500. Both on bone. The avatar is a monogram A with a sienna full-stop. The header is the tagline, set big.

06

Favicon, one letter.

A single Fraunces A in sienna on bone. Works at 16, 32, 64. One character, one accent, one idea.

A
64 × 64Display size
A
32 × 32Tab size
A
24 × 24Bookmark bar
A
Dark variantAccent holds
07

Email signature.

Name. Role. Domain. Tagline. One line each. If you need a second block, you've written too much.

AJ Barragan
Founder, Armand Labs · AI operations consulting
armandlabs.com · [email protected] · Orange County, CA
The AI you already own.
The AI you
already own.
Armand Labs · Identity v1.0 · 2026