Ensō V18
Brand Guidelines
Brand Story
Buddha stood with humanity.
In Record of Ragnarok (終末のワルキューレ), when the gods decided to wipe out humanity, Buddha — a god himself — walked over to the human side and said: I'll fight for them.
That moment inspired everything. Our Buddha isn't the solemn religious figure — he's playful, rebellious, wearing a rabbit on his clothes labeled USACHAN. That's the spirit of Buda: standing with humans as AI becomes more powerful.
The Name
Surface
Boundless Universal Drive-based Agents
Depth
Buddha's choice to fight for humanity
Mission & Vision
Vision
Push humanity forward. Help people spend less energy fighting the same old battles, and more energy exploring, building, and reaching for the Moon again.
Mission
Enable one billion people to own and manage their own artificial intelligence — AI that is manageable, trainable, trustworthy, and built to serve human goals.
Operating Principle
Humans lead. Buda manages. Agents execute.
Design Philosophy
Why Zen Aesthetics?
Our Buddha is not the solemn religious figure. He is the rebellious character from Record of Ragnarok, playful and defiant, wearing a rabbit labeled "USACHAN." We embrace Japanese Zen minimalism not for pretense, but because it reflects Buddha's cultural roots and his calm confidence in the face of chaos.
The Bunny
The bunny carries three layers of meaning, and each one is deliberate.
Layer 1 — The Moon Rabbit
In Buddhist legend, Buddha's past life was a rabbit on the moon: the Moon Rabbit who sacrificed himself to feed a starving traveler. The gods were so moved they placed him on the moon for eternity. Our bunny carries that same spirit: selfless service and quiet devotion.
Layer 2 — USACHAN
In Record of Ragnarok, Buddha wears a rabbit labeled "USACHAN" on his clothes. Playful, rebellious, refusing to be solemn. That is the personality of Buda: powerful technology wrapped in approachable warmth.
Layer 3 — Return to the Moon
Humanity has not returned to the moon in over 50 years. The journey back, to find the Moon Rabbit, is a metaphor for our mission: stop fighting over what is on Earth and push humanity forward. AI should elevate us, not replace us. The bunny on the moon is waiting for us to be brave enough to reach it.
- • Companionship — The Moon Rabbit stays with you, like long-term memory and persistent Drive storage
- • Agility with calm — Quick decisions without recklessness
- • Approachability — Cute, friendly, no pretense
In Buda, the bunny is you: the human operator who guides the AI workforce with wisdom and calm strategy.
The Claws
Inspired by OpenClaw.ai, the new generation of AI agents. Buda takes this further: 100 isolated agents working in parallel, each in its own secure environment.
- • Isolated execution — Each agent runs independently
- • Human-directed — The bunny guides them
- • Scalable workforce — 100 agents working in parallel
Visual Language
Warm Parchment
Not ancient wisdom, just warm, approachable, human. The background that does not demand attention.
Matte Gold
Valuable but not flashy. Buddha's rebellious spirit: powerful without showing off.
Core Design Principles
間 (Ma) — Negative Space
Give humans space to think and observe. AI works fast, but humans need room to breathe and make decisions.
侘び (Wabi) — Imperfect Beauty
AI agents are not perfect. They need human judgment. We embrace this reality instead of hiding it.
静 (Sei) — Stillness
While 100 Claws execute tasks rapidly, the human operator (rabbit) stays calm and centered.
Overall Mood
Not: Serious, religious, pretentious
But: Playful, rebellious, approachable, powerful without arrogance
Like Buddha in Record of Ragnarok: standing with the underdog, confident in his strength, but never taking himself too seriously.
Logo
Horizontal / Buda
Horizontal / Buda AI
Horizontal / Buda.im
Stacked
Icon
Dark / Buda
Dark / Buda AI
Dark / Buda.im
PNG Sizes
16px
32px
48px
128px
180px
512px
- Clear space: equal to the icon height on all sides
- Do not distort, recolor, or add effects
- Minimum digital size: 32 × 32 px
Color Tokens
Background
oklch(0.985 0.006 85)
Warm parchment
--background
Foreground
oklch(0.15 0.005 60)
Warm ink
--foreground
Primary
oklch(0.52 0.076 78)
Matte gold
--primary
Surface
oklch(1 0 0)
Pure white work area
--surface
Card
oklch(0.992 0.004 88)
Elevated surface
--card
Muted
oklch(0.97 0.008 82)
Raised background
--muted
Border
oklch(0.93 0.004 80 / 0.2)
Subtle line
--border
Accent
oklch(0.91 0.018 78)
Soft highlight
--accent
Spacing System
Based on 4px grid. All spacing should be multiples of 4px for visual consistency.
xs
0.25rem
(4px)
Tight gaps, icon padding
sm
0.5rem
(8px)
Small gaps, compact spacing
md
1rem
(16px)
Default spacing, button padding
lg
1.5rem
(24px)
Section gaps, card padding
xl
2rem
(32px)
Large sections, page margins
2xl
3rem
(48px)
Major sections, hero spacing
Shadow System
Subtle, layered shadows that evoke paper floating on a desk — never harsh or heavy.
Zen
Floating paper
0 0 0 1px rgba(0,0,0,0.01), 0 2px 4px rgba(0,0,0,0.02), 0 12px 24px rgba(0,0,0,0.03)
Zen Focus
Elevated focus
0 0 0 1px rgba(0,0,0,0.02), 0 4px 8px rgba(0,0,0,0.03), 0 20px 40px rgba(0,0,0,0.04)
Linear
Subtle depth
0 8px 30px rgba(0,0,0,0.04), 0 0 0 1px rgba(0,0,0,0.01)
Typography
Display — Cormorant / Noto Serif SC (H1 only)
Your AI, boundless.
UI — Inter (everything else)
Section heading
Body text — clear, calm, purposeful.
Supporting / muted text
--token: oklch(…)
Typography Scale
• H1: 3rem (48px) — Display font, hero titles
• H2: 1.875rem (30px) — Section headers
• H3: 1.5rem (24px) — Subsection headers
• Body: 1rem (16px) — Default text
• Small: 0.875rem (14px) — Supporting text
• Tiny: 0.75rem (12px) — Labels, captions
Iconography
Icon Library
We use Lucide Icons with consistent stroke weight and sizing.
Standard Size
16px × 16px (1rem)
Default for UI elements
Stroke Weight
1.5px - 2px
Matches Inter font weight
• Small icons: 14px (0.875rem) — Inline with text
• Large icons: 20px (1.25rem) — Feature highlights
• Hero icons: 24px+ (1.5rem+) — Landing page features
Animation Principles
Timing
- • Fast: 150ms — Hover states, tooltips
- • Standard: 200-300ms — Transitions, fades
- • Slow: 400-500ms — Page transitions, modals
Easing
- • ease-out — Elements entering
- • ease-in — Elements exiting
- • ease-in-out — State changes
Philosophy
Animations should feel calm and purposeful, never distracting. Movement guides attention, not demands it.
Do's and Don'ts
Logo Usage
Do
- Maintain clear space around logo
- Use provided color variants
- Scale proportionally
Don't
- Distort or stretch the logo
- Add effects or shadows
- Use custom colors
Color Application
Do
- Use warm parchment as primary background
- Apply matte gold sparingly for emphasis
- Maintain high contrast for text
Don't
- Use bright, saturated colors
- Mix with other brand palettes
- Reduce contrast below WCAG AA
Typography
Do
- Use display font only for H1
- Maintain generous line height (1.5+)
- Keep body text 16px minimum
Don't
- Mix multiple display fonts
- Use all caps for long text
- Set body text below 14px
Spacing & Layout
Do
- Embrace negative space (Ma 間)
- Use 4px grid system
- Keep layouts clean and uncluttered
Don't
- Cram elements together
- Use arbitrary spacing values
- Overcomplicate layouts
Accessibility
Our design system is built with accessibility as a core principle, not an afterthought.
Color Contrast
All text meets WCAG AA standards (4.5:1 for body, 3:1 for large text)
Focus States
Visible focus indicators on all interactive elements
Touch Targets
Minimum 44×44px for all clickable elements
Screen Readers
Semantic HTML and ARIA labels throughout
Marketing Materials
Ready-to-use templates for marketing and promotional needs.
<name>
hi@buda.im
Business Card
Your AI,
boundless.
buda.im
Roll-up Banner
Pitch Deck 2025
PPT Cover
Thank You
hi@buda.im
PPT Back Cover
Watermark
Your AI,
boundless.
Social Media Kit
<name>
buda.im
Email Signature
Letterhead
Download Brand Assets
Voice & Tone
We are
- — Calm and unhurried
- — Intelligent without showing off
- — Empowering, not prescriptive
- — Clear over clever
We are not
- — Loud or hyperbolic
- — Overly technical
- — Decorative for decoration's sake
- — Replacing human judgment
Design Principles
間
Ma
Negative space is not empty — it breathes.
侘び
Wabi
Beauty in imperfection and restraint.
静
Sei
Stillness as the foundation of clarity.
Design Metaphors
The Bunny
Three stories in one symbol: Buddha's past life as the Moon Rabbit, the playful USACHAN from Record of Ragnarok, and humanity's unfinished journey back to the moon. The bunny is the human operator: calm, wise, pushing forward.
The Claws
The executors. Powerful, precise, reaching out to grab and complete tasks. Represents AI agents that actually do things.
Warm Parchment
Ancient wisdom meets modern technology. The background color evokes Buddhist scrolls and timeless knowledge.
Matte Gold
Quiet confidence. Not flashy, but valuable. The color of enlightenment without ego.
Questions about our brand?
hi@buda.im