# Brand kit: Voice | Slingshot

> Slingshot is building agentic brand systems: a brand delivered as files, MCP servers and CLIs that people and agents both work from.

Slingshot writes like a plain, careful engineer: specific claims, full sentences, nothing inflated.

## Rules

- **Make only claims that are true today.** Because an agent repeats whatever the kit says, so an aspiration written as a fact becomes a false claim on every surface it touches.
- **Say that unfinished work is being built.** Because "is building" is honest about an early company, and readers trust the rest of the page more for it.
- **Write one idea per full sentence.** Because a run of clipped fragments ("Fast. Simple. Secure.") reads as machine-written and says nothing about how or why.
- **Give the reason with the claim.** Because a reader can check a reason, and a bare adjective asks them to take it on faith.
- **Use no em dashes; use a full stop, a colon or a comma.** Because the brand's punctuation is plain, and the dash is the most common tell of generated copy.
- **Never invent customers, numbers, quotes or funding.** Because one invented fact discredits every true one beside it.

## Words

| Say | Instead of | Because |
| --- | --- | --- |
| agentic brand system | AI-powered branding | It names the deliverable, not the technology. |
| kit | brand book, guidelines | A kit is files that are read and used; a book is looked at. |
| tokens | brand colours | Tokens are the values that code and agents actually use. |
| we are building | we offer, we provide | It is true while the system is still in progress. |

## Where it lives

- Read this guide as published: https://github.com/slingshot-fyi/brand-kit/blob/v0.1.0/brand/voice.md
- All guides: https://slingshot.fyi/kit

## Pages

- [Home](https://slingshot.fyi/): Slingshot is building agentic brand systems: a brand delivered as files, MCP servers and CLIs that people and agents both work from.
- [Agent index](https://slingshot.fyi/ai): Server-rendered company facts, page links and guidance for agents.
- [Brand kit](https://slingshot.fyi/kit): Slingshot’s own brand, built as an agentic brand system: the guides, tokens, MCP server and CLI we are building, used on Slingshot first.
- [Brand kit: Voice](https://slingshot.fyi/kit/voice): Slingshot writes like a plain, careful engineer: specific claims, full sentences, nothing inflated.
- [Brand kit: Layout](https://slingshot.fyi/kit/layout): One centred column on an empty page, read from top to bottom.
- [Brand kit: Typography](https://slingshot.fyi/kit/typography): Three faces with separate jobs. Families and sizes are in tokens.json.
- [Brand kit: Colour](https://slingshot.fyi/kit/color): Ink on paper, with one quiet grey. The values are in tokens.json.
- [Brand kit: Mark](https://slingshot.fyi/kit/mark): The mark is a slingshot's fork with the stone just above it, already let go: mark.svg, drawn on a 24 by 28 grid. mark.png is the same mark on paper at 512px, for avatars.

## When to use

- **Make a brand usable by AI agents:** Slingshot turns a brand into files, tokens, an MCP server and a CLI, so the agents a team already uses can make on-brand pages, decks and copy without guessing.

## How to use

1. Email hey@slingshot.fyi with a short brief: what you are building, who it is for, and when you need it.

## Agent files

- [llms.txt](https://slingshot.fyi/llms.txt)
- [Sitemap](https://slingshot.fyi/sitemap.xml)
- [Robots policy](https://slingshot.fyi/robots.txt)