Focused like Arjun. Forward with technology.

The identity of Arjun Basnet, digital and AI consultant in Kathmandu. A personal brand first, built on one idea: turning problems into practical solutions.

NameARJUN

DirectionVariant Aurora

TypefaceMontserrat

Brand story

ARJUN represents focused learning, purposeful action and the journey from challenge to possibility. The brand brings Arjun’s focus and discipline into modern technology and AI, helping people turn problems into practical solutions.

FocusA single point of intent: see only what matters, then act.

JourneyRising forms and mountain paths: growth through challenge.

IntelligenceClean geometry and considered gradients, never robots or circuit boards.

TransformationProblem, understanding, solution, impact.

Build order for every piece of work: person, purpose, problem, technology, solution, impact. Arjun’s personal brand comes first; AI is the tool, not the headline.

The mark

Four ideas, one simple form

The mark is deliberately abstract. It should be recognised in a second and understood slowly: the meaning is discovered, never illustrated.

A for Arjun

The two rising strokes form the initial of the name. Personal identity comes first; everything else is built on it.

The arrow of progress

The rising strokes carry forward, up-and-right momentum: movement from uncertainty toward clarity, from problem toward solution.

The peak

Read as a whole, the A becomes a Himalayan summit: growth, challenge and the long climb of learning.

The focus spark

A guiding point of light above the summit: focus on what matters, and the guidance that shows the right direction when a problem is complex.

Logo system

A clear hierarchy for every space

Use the most complete version the space allows. Step down only when the slogan would fall below its minimum size.

PrimaryMark, wordmark and slogan. Website, presentations, business materials, main social identity.

SecondaryHorizontal lockup for headers, footers and wide spaces.

CompactWhen the slogan would fall below its minimum size.

MarkApp icon, favicon, avatar, watermark, small digital uses.

Construction

Built on one angle

Every principal stroke leans at roughly 59°, so the A, the ribbon and the rise all move in one direction. The A is a single continuous shape with one gradient. Keep the geometry intact: never redraw, re-space or re-proportion the mark.

Clear space: x

x equals the height of the spark. Keep at least x of empty space on every side of the mark or any lockup, measured at the size used.

Shared angle

The A’s outer strokes and the ribbon all lean at 58–60° (dashed guides). The gap between the A and the ribbon stays constant from base to top.

One shape, one gradient

The A is drawn as a single outline, so its gradient flows without seams. The spark is one solid form and stays intact at every size, down to the 16 px favicon.

Lockup proportions

ARJUN is set in Montserrat SemiBold with 0.34 em tracking. The slogan in Montserrat Medium is justified to the exact width of the wordmark.

MarkScreen 16 pxPrint 6 mm

Horizontal, compactScreen 96 pxPrint 24 mm

Primary, stackedScreen 140 pxPrint 40 mm

HorizontalScreen 220 pxPrint 60 mm

Colourways

Gradient first, one colour when needed

Full colour on light backgrounds is the default. Reversed and one-colour versions keep the mark working on dark surfaces, photography and in production methods that cannot print gradients.

Full colourPrimary. On Warm White or white.

Full colour, reversedGradient mark, white wordmark on Night.

White on AuroraFor gradient backgrounds and photography.

Deep IndigoOne colour. Documents, embossing, formal use.

BlackFax, stamps, laser engraving, newsprint.

WhiteOne colour reversed. Dark merchandise, foil.

Colour

Variant Aurora

A controlled move from cool blue through violet into a touch of magenta. The gradient is a brand asset, not decoration: use it on the mark, in hero moments and on key actions, supported by generous Warm White and Deep Indigo.

Aurora Blue 0%Aurora Violet 52%Aurora Magenta 100%

Aurora Blue#4F7BFFRGB 79 123 255CMYK 68 51 0 0 *Gradient start

Aurora Violet#8B5CF6RGB 139 92 246CMYK 61 62 0 0 *Gradient mid

Aurora Magenta#D946EFRGB 217 70 239CMYK 40 66 0 0 *Gradient end

Coral Glow#FF7A8BRGB 255 122 139CMYK 0 65 32 0Gradient tail accent

Deep Indigo#221A5CRGB 34 26 92CMYK 98 97 0 41Text and one-colour logo

Night#120F2ERGB 18 15 46CMYK 89 75 7 85Dark backgrounds

Warm White#FAF8F6RGB 250 248 246CMYK 3 2 4 0Light backgrounds

Pure White#FFFFFFRGB 255 255 255CMYK 0 0 0 0Reversed logo

Iris#5B4BDBRGB 91 75 219CMYK 77 71 0 0 *Slogan, links

Lavender#C9BEFFRGB 201 190 255CMYK 27 26 0 0Text on dark

Blush#F8C9E7RGB 248 201 231CMYK 6 27 3 0Tints, surfaces

Warm White 60%

Indigo, Night 25%

Aurora 10%

Suggested balance across a layout. Coral Glow only ever appears as the tail of the gradient, never as a standalone fill.

* Print note: Aurora Blue, Violet and Magenta, plus Iris, sit outside the CMYK gamut. The CMYK values shown are the closest match on coated stock (FOGRA39), and will look noticeably duller than on screen. For vivid business cards and merchandise, use extended-gamut digital print or spot inks matched from a physical Pantone guide, and always approve a printed proof.

Typography

Montserrat, used with restraint

One geometric family for everything: logo, headings, interface and documents. Personality comes from spacing and weight, not from mixing typefaces. Free under the SIL Open Font License, included in the package.

ABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvwxyz
0123456789

Regular 400Medium 500SemiBold 600

DisplayWeight 60056/60 pxTracking -0.02em

Learn. Build. Solve.

HeadingWeight 60032/38 pxTracking -0.01em

Turning problems into practical solutions

SubheadingWeight 50020/28 pxTracking 0

AI training, automation and digital systems for real businesses

BodyWeight 40016/26 pxTracking 0

Most problems that arrive described as “we need a website” turn out to be something else. Every engagement starts with working out which one it is.

LabelWeight 50011/16 pxTracking 0.34em

FROM PROBLEM TO SOLUTIONS

Montserrat has no Devanagari. For Nepali text pair it with Mukta or Noto Sans Devanagari at the same weights; both are open-source and sit comfortably beside Montserrat.

Icons and avatars

The mark on its own

The app icon places the white mark on the Aurora gradient, the format that holds up best at small sizes. Light and dark versions cover every home screen and profile.

App icon, Aurora

App icon, light

App icon, dark

Avatar, Aurora

Avatar, light

Avatar, dark

Arjun BasnetNew tab

Favicon in a light browser

Arjun BasnetNew tab

Favicon in a dark browser

Applications

The identity at work

Realistic uses across the website, training, stationery and merchandise. The Himalayan ridgeline is the supporting graphic: it connects the peak in the mark with the journey of learning.

Arjun Basnet: Digital & AI Consultant

arjun-basnet.com.np

Get in touch

Kathmandu, Nepal

I fix digital problems for businesses.

Search visibility, AI automation, websites, apps and custom software, built for how businesses in Nepal actually operate.

Start a conversationSee what I do

Website header. Compact horizontal logo, favicon in the tab, Aurora reserved for the primary action.

Practical workshop

AI for everyday work

From problem to solution in five hands-on sessions

Arjun Basnet Kathmandu

Workshop cover slide. Night background, reversed logo, ridgeline anchoring the base.

9:41●●●

ARJUN

Notes

Mail

Photos

Maps

Files

Calendar

Weather

App icon on a home screen.

Arjun Basnet

Digital & AI Consultant

+977 986-2694813[email protected]arjun-basnet.com.npKathmandu, Nepal

FROM PROBLEM TO SOLUTIONS

Business cards, 90 × 50 mm. Night front, white back.

Certificate of completion

Your Name

has completed the AI for Everyday Work programme, five practical sessions on applying AI tools to real problems.

Arjun Basnet, Trainer

Date

Training certificate. A thin Aurora rule and a faint watermark mark.

Arjun Basnet

Digital & AI Consultant. SEO, AI automation and custom software.

Kathmandu, Nepal 2× ICC Digital Award

ConnectMessage

Professional profile. The banner keeps the logo clear of the avatar on the left.

[email protected]
+977 986-2694813
arjun-basnet.com.np

11 September 2026

Dear Ms. Sharma,

Warm regards,

Arjun Basnet

Letterhead, A4.

T-shirt. Reversed stacked logo on the chest.

Notebook.

Stickers.

Arjun BasnetDigital & AI Consultant+977 986-2694813arjun-basnet.com.npFROM PROBLEM TO SOLUTIONS

Email signature. Use the PNG mark at 104 px (shown at 52 px) for sharp retina display.

Voice orb

The mark, listening

A living version of the circular mark for talks, workshops and AI demos. Start listening and speak: the orb, its rings and the light across the screen respond to your voice in real time. Use full screen when presenting.

Press Start listening, allow the microphone, then speak.

Your voice is analysed on this device only. Nothing is recorded or sent.

Misuse

Keep it simple enough to recognise in a second

Always use the supplied files. These are the common ways a mark loses its clarity.

Stretch or squash

Rotate the mark

Recolour outside the palette

Add shadows, glows or 3D

Outline the mark

Move or resize the spark

Replace the spark with another symbol

Add “AI” to the name

Voice

Practical, direct and human

Arjun talks like the person doing the work: plain words, honest limits, specific outcomes. The slogan, FROM PROBLEM TO SOLUTIONS, leads; this framework supports it.

LearnUnderstand modern AI and technology.

BuildTurn knowledge into working systems and workflows.

SolveUse technology to fix real problems.

GrowCreate better outcomes and keep improving.

FocusedCuriousIntelligentPracticalAmbitiousHumanModernCulturally grounded

Sounds like

“Your quotations take ten hours a week. We can make that two.”

“If I’m not the right person for this, I’ll tell you who is.”

Not like

“Leveraging cutting-edge AI synergies to revolutionise your business.”

“The world’s #1 AI-powered digital transformation partner.”

Downloads

Everything in one package

Keep these files next to this page to use the links. Every logo comes in SVG for design and web, transparent PNG in three sizes and JPEG on a solid background.

Brand asset packageLogos, mark, icons, favicons, social, watermarks, colours and fonts.ARJUN_Brand_Assets.zip Brand guidelinesThe full rules in a printable A4 landscape PDF.ARJUN_Brand_Guidelines.pdf Colour codesCSS variables, JSON tokens, Adobe ASE and GIMP palette, inside the package.10_Colors

01 Logo, primary stacked5 colourways, SVG, PNG, JPEG

02 Logo, horizontalWith slogan

03 Logo, horizontal compactWithout slogan

04 LogomarkTight and square, 256 to 2048 px

05 WordmarkWith and without slogan

06 App iconsAurora, light, dark; iOS, Google Play, Android adaptive

07 FaviconsICO, SVG, PNG, manifest, HTML snippet

08 SocialAvatars and covers for LinkedIn, X, Facebook, YouTube, Open Graph

09 WatermarkSolid and 25% opacity

10 ColorsCSS, JSON, ASE, GPL, palette sheet

11 FontsMontserrat and licence

12 GuidelinesThis system as a PDF