Brand guide

This guide is for anyone writing about Conversation Simulator — press, community members, and contributors alike.

Positioning statement

Conversation Simulator is the simulator for conversations.

Named niche

Aspiring conversationalists and negotiators: people preparing for job interviews, salary negotiations, difficult feedback, language practice, and any high-stakes conversation where rehearsal makes the difference.

Boilerplate copy

10-word

The simulator for interviews, negotiations, language, and difficult conversations.

50-word

Conversation Simulator is the practice tool for high-stakes conversations. Choose a scenario, talk to an AI character that runs entirely on your computer, watch the situation evolve, and review what went well — then run it again. Interviews, negotiations, language practice, difficult discussions — all offline, all private.

200-word

Conversation Simulator is the simulator for conversations. It is the dedicated practice environment for aspiring conversationalists and negotiators: people who want to rehearse a job interview before they walk into the room, negotiate a raise before it matters, hold a difficult conversation before they have to hold the real one.

Choose a scenario from the built-in packs — job interviews, salary negotiations, everyday negotiation, language practice, or difficult discussions. Talk to an AI character whose reactions evolve as the conversation unfolds. When you finish, review a scored debrief: what you said clearly, where you hedged, and the moments that changed the dynamic.

Everything runs on your computer. No cloud inference, no account, no subscription. An internet connection is only needed for the one-time model download. Once installed, the app runs entirely offline — your conversations never leave your machine.

Conversation Simulator is free and open-source. Build your own scenario packs in YAML, share them with other players, or extend the platform with new runtimes and rubrics.

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Visual identity

The identity has one story: two voices on a dark stage. Everything else derives from it.

The mark — “The Exchange”

Two speech bubbles mid-turn: violet underneath (the player, speaking up), emerald above (the character, replying). Source: docs/assets/brand/mark.svg. It is the favicon of the app, the website, and this docs site. Don’t recolor it, don’t separate the bubbles, don’t add a third.

The two voices (palette)

The colour system is the product’s own transcript colour coding, promoted to brand. Use the CSS custom properties in apps/web/src/index.css.

Token	Hex	Role
--cs-you / deep / dim	#a78bfa / #7c5cdb / #1e1b4b	You — the player’s voice. Primary actions, links, focus rings.
--cs-them / deep / dim	#6ee7b7 / #10b981 / #052e16	Them — the character’s voice. NPC labels, positive/ready state.
--cs-event / dim	#fbbf24 / #1c0a00	The moment — scenario events, turning points, warnings.
--cs-stage / deep / raise	#0f0f11 / #09090b / #18181b	The stage — background surfaces, darkest to raised.
--cs-border	#27272a	Hairlines and card borders.
--cs-text strong/base/muted/faint	#f4f4f5 / #e8e8ea / #a1a1aa / #71717a	Type ramp. On marketing surfaces, keep small informative text at #8b8b94 or lighter for WCAG AA.

Violet always means the player; emerald always means the character. Never swap them, and never use either as mere decoration where the you/them meaning could confuse.

Typography

• Display (“the playbill”): Fraunces (SIL OFL 1.1) — headlines and the wordmark on the website and docs site. Warm, literary, a little theatrical; optical sizing on. The hero headline may switch the WONK axis on. Self-hosted (website/static/fonts/, docs-site/public/fonts/); never loaded from a third-party CDN.
• UI & body (“the instrument”): the system stack (system-ui, -apple-system, 'Segoe UI', Roboto, sans-serif) — everything in the app, and body text everywhere. Fast, native, offline-true.
• Stage directions: the system mono stack, uppercase, letter-spaced — micro-labels like TURN 4 · NPC and SCENARIO EVENT. This is the identity’s signature texture; use it for meter names, turn labels, and data callouts.

Motifs

• The transcript card: a conversation exchange with you/them colour coding is the brand’s hero image — prefer it over abstract illustration.
• State meters: thin rounded bars in the voice colours. The number shown always matches the fill.
• The wordmark is set in Fraunces alongside the mark; the name is always written out in full — “Conversation Simulator”, never “ConvSim” in user-facing surfaces (convsim survives only in code and CLI names).

Tone guide

Authoritative, warm, concrete. Conversation Simulator owns its category. It does not compare itself to other genres or apologise for what it is. It speaks directly to the player about what they will do and why it matters.

Do

✓ Do	Why
”Conversation Simulator is the simulator for conversations.”	Owns the category directly — no apology, no analogy.
”Practice the conversation before it matters.”	Concrete, action-oriented, addresses the real need.
”Your conversations stay on your machine — no cloud, no account, no subscription.”	Specific and factual; privacy as a strength, not a disclaimer.

Don’t

✗ Don’t	Why
”It’s like a flight simulator, but for conversations.”	Borrows authority from another genre. We are the category, not a derivative of one.
”Think of it as a chatbot you can practise with.”	Undersells the structured scenario system; invites chatbot comparisons we don’t want.
”We hope this helps you improve your conversations.”	Apologetic hedging. State what the tool does, not what you hope it does.